According to a recent survey, the fruit juice market in South Africa continues to grow as more and more South Africans are looking to adopt a healthier lifestyle. Healthy food lovers are turning to popular dietary regimes to lose weight, but few realise the healthy benefits that drinking fruit juice offers the body.
‘Most commercial juices are processed and lack nutrition, but cold-pressed fruit juices are packed with vitamins, minerals and phytonutrients that are good for you,’ says James Khoza of the South African Chefs Association.
‘Drinking fruit juice can help consumers lead a healthier lifestyle, especially those who don’t include enough fruit and vegetables into their diet. Adding a fruit juice to your daily routine can increase the consumption of the important vitamins and minerals you would normally consume by eating plant foods,’ says Vijay Loosen, head of sales and marketing at Sir Fruit, which markets the Sir Juice ranges of smoothies, cold press vegetable and fruit juices and brewed teas.
Sir Fruit and the South African Chef’s Association have provided these four juice trends for you to consider.
Health, wellness, and wellbeing
Consumers, especially the younger generation, are becoming a lot more focused on their well-being and are looking to lead a healthier lifestyle. They’ve embraced cold-pressed juice, plant-based protein, kombucha, Kefir, and health shots.
The drive towards healthier eating has encouraged an array of trends and fads in the last five years, with many believing that juicing will eventually pass out of vogue. However, we see no signs of it slowing down – market researcher IBISWorld, found that the cold-pressed juice sector is worth $100 million. We believe that the juice-focused concept is just beginning and that it will continue to evolve.
The rise of vegetables
As food trends evolve, vegetables have become a mainstay with many consumers looking for ways to incorporate vegetables in their diet. With the cost of meat on the rise and the growing number of questions around the sustainability of the meat industry, we have also noticed that people are consuming less meat and more vegetables. The rise of veganism has also been a main driving force to the market, boosting the sale of fruit and vegetables even further, and many restaurants and retailers offer vegetable juices as an on-the-go option for consumers.
Tea is trending around the world, but without the cucumber sandwiches and fussy silverware. Studies have shown that unsweetened tea is as hydrating and healthy as water, with zero calories and it’s full of antioxidants such as polyphenols, flavonoids and L-theanine which help lower the risk of heart disease and cancer. We are seeing an increased recognition of the health benefits of tea around the world led by health studies, and creative flavours are making the drink even more appealing.
Fruit juice benefits
In the past, juices have faced the challenge of consumer concerns around high sugar content. This is a misconception and a perception that is slowly starting to change. It is true that fruit is relatively high in sugar, but it contains fructose, which is only harmful in large amounts. People are becoming more aware of the nutrients, fibre, vitamins and minerals, as well as a plethora of antioxidants and other plant compounds in fruit juices, which is why more consumers are choosing them over carbonated drinks.
Making smarter food and drink decisions is the first step to living a healthy life and the South African Chefs Association is working together with its stakeholders to influence healthier food consumption habits. ‘As an organisation that represents chefs, cooks and caterers of all levels, it is our responsibility to drive healthy food intake by educating consumers on the benefits and by training our chefs to incorporate healthy ingredients and ways of cooking,’ concludes Khoza.