USA.  A new study on consumer’s behaviour, usage and attitude towards fruit juice was released in September by Comax Flavours and conducted in February 2017 across 500 people in the US amongst the 18-70 plus age group. Half of those contacted were parents of children between the ages of 1 to 17 years old. “Because health and wellness is a popular topic and juice has a natural healthy halo, Comax wanted to explore juice consumption habits and usage among the general population,” states Catherine Armstrong, Vice President of Corporate Communications for Comax Flavors.

Highlights of the report reveal:  Flavour is the number one driver of juice purchases among adults and parents of children aged 1-17 years old with just over half of respondents citing it as the most important attribute, whilst 45% of this group cite “All Natural” as the second most important attribute driving juice purchases.  Orange juice was reported to be the number one flavour consumed by both adults and children with 70% of adults and 71% of children consuming orange juice. Among adults who drink orange juice, 58% prefer pulp compared to 42% no pulp. Gen Z, born 1996 and later, (63%) are the heaviest drinkers of Tropical juice while half of all 3-17-year-old children drink Tropical juice.

Source: Food Ingredients/Comax