Millennial fruit juice drinkers in Europe overwhelmingly view 100% fruit juice as a
healthy beverage, according to the findings of a new, independent consumer survey
conducted by Concord grape juice supplier Welch’s Global Ingredients Group1.
Researchers asked 300 French and German fruit juice drinkers aged 18-35 a range of
questions in a bid to learn more about their attitudes towards the juices they buy. When
asked to rank a selection of popular beverages in order of how healthy they considered
them to be, the respondents listed sparkling water, 100% fruit juice and milk as
the healthiest choices. The results show that, among Millennial fruit juice drinkers in
Europe, the reputation of 100% juice as a healthy beverage remains largely untarnished
despite the bad press that the fruit juice sector has received in recent years.
Wayne Lutomski, Vice President International & Welch’s Global Ingredients Group, said:
“Millennial fruit juice drinkers believe what we have known for years; 100% fruit juice
is a delicious and nutritious beverage choice that can be part of a well-balanced diet. It’s
clear that these consumers appreciate that fruit juice not only contains natural sugars,
but also delivers science-backed benefits and valuable nutrients for health.”
Health is a key priority
The survey, conducted online by Surveygoo, revealed that health is a key priority for
European Millennial fruit juice drinkers, with 73% of respondents saying it is important
to them that a fruit juice delivers a health benefit. The three most interesting benefits to
European Millennial fruit juice drinkers are energy, mind health and heart health.
However, taste and quality are also particularly important to these consumers. 84% of
respondents stated they would be more likely to buy a superfruit juice if they knew the
superfruit from which it was made tasted good. Meanwhile, 85% of the respondents said
they drink 100% juice, and nearly three-quarters (72%) said they consider ‘100% juice’
to be an indicator of high quality.
Overall, the three most important things Millennial fruit juice drinkers in Europe are
looking for from their fruit juices are good taste (83%), nutrition and health (58%) and
real food ingredients (41%). In fact, the survey found that 80% of respondents would be
more likely to buy a fruit juice that highlights that it is made with real fruit.
Wayne Lutomski commented: “Our survey indicates that European Millennials who
drink fruit juice are sophisticated consumers who understand the fact that 100% fruit
juice is a quality beverage that delivers nutrition benefits that can support their
1 Survey of 300 18-35 year old male and female fruit juice drinkers in France (150) and Germany (150) commissioned
by Welch’s Global Ingredients Group and conducted independently by Surveygoo in January 2017
He continued: “These consumers are also motivated to buy fruit juices that taste good.
The challenge, therefore, is for juice companies to create nutritious juices – superfruit
juices for example – that deliver an enjoyable drinking experience. There are not many
superfruit juices that can deliver on this, although Concord grape juice is one superfruit
juice that brings great taste and science-backed health benefits, all at a reasonable price.
Interestingly, our survey also found that two thirds of respondents would be more likely
to buy a fruit juice made with Concord grapes, once they had been informed of the
benefits they offer.”
Welch’s Global Ingredients Group is the ingredients division of consumer goods
company Welch Foods, Inc. It supplies Concord grape juice to manufacturers for use in a
range of beverage, dairy and food applications.
Concord grape juice is made from the Concord grape, a unique, distinctive, dark purple
grape variety with a sweet bold flavor grown in North America by Welch’s nearly 1,000
family farmers. In combination with an exceptional flavor profile, it provides natural
plant nutrients called polyphenols, which have been shown to deliver heart-health
benefits. In fact, about twenty years of research say that Concord grape juice helps
support a healthy heart. Also, while more research is needed, emerging science suggests
that Concord grape juice may also provide mind health benefits. The Concord grape is a
true American superfruit and is now available to food and beverage companies across
Europe to incorporate into their own products.
Mr Lutomski concluded: “Concord grape juice is a rare thing, in that it’s a delicious
superfruit juice. Encouragingly, the results of our research demonstrate that Concord
grape juice offers a compelling proposition for European Millennial fruit juice drinkers
for whom good taste, health benefits and real fruit ingredients are key priorities.
Perhaps most significantly of all, however, is the fact that these consumers remain
steadfast in their belief in what the science says; 100% fruit juice is a healthy beverage
with much to offer in a balanced diet.”
For more information, please contact Richard Clarke, Ingredient Communications
Tel: +44 1293 886291 (office) / +44 7766 256176 (cellphone)
About Welch’s Global Ingredients Group
Established in 2014 as a division of Welch Foods, Inc. (Welch’s), Welch’s Global
Ingredients Group offers grape juice expertise and solutions to companies across the
globe. Our primary ingredients include Concord and Niagara grape single-strength
juices, juice concentrates and purées made in the USA, as well as a range of powders and
fruit bites. Our sales territories are North, Central and South America; Asia, with special
emphasis in Japan, Korea and China; and EMEA. In EMEA and China we operate through
our distribution partner, WILD. Welch’s is the processing and marketing subsidiary of
the National Grape Cooperative. Located across America and in Ontario, Canada, the
cooperative’s approximately 1,000 family farmers own the company and grow the
delicious and inherently healthy Concord Grape used in Welch’s juices and other grapebased
products. Welch’s is committed to research and development that will meet the
growing demand for products that address consumers’ health and nutrition needs.
Welch’s products are sold throughout the United States and in approximately 40
countries around the globe. Welch’s is an Equal Opportunity Employer –
Minorities/Female/Disabled/Veterans. For more information, visit www.welchs.com.