Abstract
Although East European fruit juice and nectars consumption is half that of the more established
Western market, it is growing at a much quicker pace. The East Europe fruit juice/nectars market has
enjoyed solid, double digit growth since 2000. This is the result of increasing consumer purchasing
power, a stabilisation and strengthening of the economies across the region, and marketing efforts
by each industry player in their respective domestic markets.
East Europeans are becoming increasingly interested in healthy lifestyles, which is why fruit
juices/nectars, as well as other beverages, such as bottled water and still drinks, have become more
appealing. Therefore, not surprisingly, fruit juice/nectars consumption per person doubled during
the short space of the six years to 2004. Despite this increase, East European consumption per head
still only amounts to half that of Western consumption per person.
The Eastern market is set to achieve strong and sustained growth, having fast developing markets
such as the market leaders: Russia, Ukraine, Poland, the Czech Republic, Hungary and Romania. These
countries have the highest populations in the region, which supports the view that they have
long-term growth potential.
Each market across West and East Europe displays its own idiosyncrasies. Fruit juice, with 100%
juice content, remains dominant across West Europe. However, in East Europe, nectars, with 25% to
99% juice content, are more popular overall.
Accession to the European Union has encouraged structural changes to the East Europe fruit juice
industry. Although some domestic producers feared the entry of their Western counterparts, it was
their Eastern neighbours who had the most ambitious expansion plans.
Increasingly acquisitive was Maspex Wadowice, a Polish food and beverage producer that acquired
the Czech and Slovak subsidiaries of Walmark, as well as Hungarian Olympos. In Poland, Agros Fortuna
acquired Sonda and Dr Witt. In the Czech market Walmark, before being acquired itself, bought Fontea,
a soft drinks producer. In Estonia, A le Coq, a subsidiary of Finnish Olvi, acquired ﾖsel
Food, the owner of the well-established Aura brand.
In general, local producers have performed well. Although Eckes-Granini, Pfanner, Rauch and other
multinationals, such as Coca-Cola, are increasingly present. Coca-Cola HBCs latest acquisition of
Russian juice company Multon underlines the strategic importance of the East Europe juice and
nectars category.
Zenith International reports offer you the most reliable market figures and in-depth analysis of
trends. This comes from a bottom up approach to the research process, and detailed discussions
undertaken with industry players.
The East Europe Fruit Juice Report 2005 is broken down into 3 main sections:
- 1. A full East Europe market commentary provides in-depth analysis of trends in such areas as
industry structure, segment dynamics and forecasts.
- 2. Comprehensive and extensive tables and charts interrogate the East European fruit juice and
nectars market. 22 in-depth tables/charts address consumption trends to 2004, market value and
expenditure per person, country volume rankings, flavour breakdowns, packaging trends, leading
companies, and forecasts of consumption to 2009.
- 3. 15 country profiles contain expert market interpretation, tables and charts with full
segmentation and analysis of industry structure.
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