Taking three of the most traded juices on the market (orange, apple and pineapple) in both the concentrate and not for concentrate sectors, Fruit Juice Focus analyses consumption in Eastern Europe over the past five years (2012 to 2016).

FRUIT JUICE NOT FROM CONCENTRATE

Imports into Eastern Europe (tonnes) 

+ Total: all three juices across all countries. Source: Fruit Juice Focus analysis from Customs Data

Poland tops the consumption tables across all juices with imports of orange juice into Poland showing steady growth year on year for the period with 2016 13% up on 2015. Up until 2015 apple juice consumption was also showing growth year on year until 2016 when there was a drop of 15%.

The two other major consumers of not for concentrate juices in Eastern Europe – the Czech Republic and Hungary – have both shown consistent growth in consumption of orange and apple juice over the period 2012 to 2015. However, 2016 has seen a backward trend with orange juice down 6% and 9% against 2015 in the Czech Republic and Hungary respectively, and apple juice down 15% for the same period in the Czech Republic. Conversely apple juice maintained growth in Hungary with a 26% increase for the same period.

Pineapple juice consumption across all countries reveals mixed trends and with the volumes comparatively low in comparison with apple and orange juice any changes in the data will show disproportionate peaks and troughs.

Despite smaller volumes overall, the following countries have shown steady growth in orange and apple juice consumption respectively during the period with 2016 showing well against 2015:  Romania (+39%; +8%), Lithuania (+25%; +47%) and Bulgaria (+41%; +18%).

The good news is that the Eastern European region in general has maintained a steady increase year on year for the top two juices with orange juice consumption in 2016 being 78% up on 2012 and apple juice consumption up 26% for the same period. Looking at the picture over the past five years for all three juices combined across the region there has been a steady increase each year with 2016 finishing 4% up on 2015 and 47% up on 2012.

FRUIT JUICE CONCENTRATE

Imports into Eastern Europe (tonnes)

* Excludes Ukraine orange juice as no 2016 data available. Source: Fruit Juice Focus analysis from Customs Data

+ Total: all three juices across all countries

Poland is way ahead on orange juice concentrate (FCOJ) and apple juice concentrate (AJC) consumption compared to the other countries in Eastern Europe. However, FCOJ peaked in 2014 and has declined since with 2016 7% down against 2015. AJC has declined even further having peaked in 2013 and now showing a 26% drop year on year 2016 to 2015.

Of the top three consumers – Poland, the Czech Republic and Hungary – all are showing downward or flattened out trends in consumption across all juices with the exception of the Czech Republic where FCOJ is up 36% 2016 against 2015 and the highest it’s been in the five-year period and up 15% for AJC for the same period (albeit from a fairly low base).

In Poland and Hungary, the only significant consumers of pineapple juice concentrate in the region, consumption levels have been falling slowly but surely year on year with Poland being significantly down  42% – 2016 against 2015. All other countries in the region (apart from the Ukraine) are reporting from a low base with regards pineapple concentrate and any changes in the data show disproportionate highs and lows. The general trend is down or static.

Taking the Eastern European region as a whole for the period, AJC is 19% down 2016 against 2015 and 33% down on its 2013 peak in consumption. Pineapple juice concentrate is 33% down 2016 against 2015 and 48% down on its 2014 high point in consumption. FCOJ is holding its own year on year (the Ukraine has been excluded from these total figs due to lack of 2016 data).

Looking at the picture over the past five years for all three concentrates combined across the region there has been a notable decline with 2016 finishing 11% down on 2015 and 18% down on the high point of 2013.