May 15, 2025 – Juice and juice drinks play a vital role in daily hydration and nutrition, particularly in the MEA, where high temperatures drive demand for refreshing beverages. Beyond quenching thirst, juice drinks provide essential vitamins, minerals, and functional benefits, supporting overall wellness. Innova’s 360 research into juice trends analyzes the latest consumer preferences and explores the influence of claims and flavor trends in this category. It also highlights the product launches and future opportunities for juice and juice drinks in the MEA market.
Juice and Juice Drinks Category
Juice and nectars have been the largest subcategory in the MEA, followed by fruit/flavored still drinks over the past three years. The top five countries for high product launches include South Africa, Turkey, Ghana, Nigeria, and Pakistan. Coca-Cola leads the juice drinks sector in the MEA, followed by Almarai, Sir Fruit, Pick n Pay, and Ceres.
In the juice market, consumer preferences made nectars, no additives/preservatives, halal, juice drinks, and reconstituted as top claims in this region. Other notable claims include indulgent and premium, vegan, no added sugar, natural, and gluten-free.
Consumer Juice Drinks Preferences
Consumers in the MEA prefer versatile juice formats, including nectar, concentrate, pulp, and smoothie. These drinks are suitable for hydration and electrolyte replenishment in hot climates. Juice drinks with higher concentration levels have displayed greater purchasing penetration compared to non-concentrated drinks over the past year. This indicates consumers’ preference toward more natural products.
Juice Drinks Quality
Brands prioritize quality in juice and juice drinks by implementing advanced processing methods such as pasteurization, high-pressure processing, cold pressing, and aseptic processing to meet consumer demands for healthy products. Brands in the MEA are attracting consumers with superior, high-quality offerings. For example, Aslan Tangerine Fruit Drink provides natural fruit juice with high-quality ingredients and no additives/preservatives. Almarai orange mixed fruit drink carries the Emirates and SASO quality mark. This quality-driven focus on superior ingredients and production standards aligns with one of Innova’s top food trends of 2025, “Ingredients and Beyond,” emphasizing ingredient-driven product differentiation.
Juice trends reveal that 20% of consumers in the MEA actively seek premium quality juice and juice drinks when purchasing, encouraging brands to offer natural fruit juice made from superior ingredients.
Healthy Trends in Juice Drinks
In the MEA, health-conscious consumers actively prefer better-for-you options, including no added sugars, vitamin/mineral fortified, and low-calorie options. Juice drinks containing immune-boosting ingredients such as ginger, lemon, pineapple, honey, and garlic are gaining attention in the region. Juice shots packed with vitamins, antioxidants, and nutrients are becoming convenient choices for quicker health benefits than regular juices. This aligns with the “Precision Wellness” food trend, highlighting how information culture is challenging brands to meet targeted nutritional needs at any life stage.
Flavors and Claims Trends
Fruit flavors in the MEA range from regionally cultivated fruits to globally originated varieties, catering to a wider consumer base. Juice trends show that 34% of consumers consume juice and juice drinks products for happiness. This aligns with Innova’s flavor trend “Sensory Therapy,” which indicates that consumers are drawn to flavors that uplift or calm them during uncertain times, acting as a sensory therapy. Brands innovate by blending fruit flavors with vegetables, spices, and herbs to create new experiences. The top 5 flavors are red apple, orange, fruit, mango, and pineapple.
The MEA market embraces allergy-safe and religious faith-compliant juice claims, including gluten-free, halal, and kosher. This caters to diverse dietary preferences and reflects a commitment to meeting the evolving needs of consumers.
What’s Next in Juice Drinks Trends?
The juice and juice drinks market constantly changes, currently shaped by health-conscious consumers and regional preferences. As demand for functional beverages grows, brands can explore innovative formulations that offer hydration, wellness benefits, and familiar flavors with a modern twist.
Seeds like chia and basil can enhance juice drinks by improving hydration and adding texture. With hot climates driving the need for refreshing solutions, products with these seeds can appeal to consumers looking for naturally hydrating options. Tea flavors blended with fruit juices can create a new segment for consumers who prefer non-caffeinated beverages. Brands taking this approach can attract consumers looking for variety while maintaining familiar and traditional tastes.
Juices enriched with calcium, vitamin D, and other essential nutrients can support bone health. Brands incorporating these formulations can particularly benefit children and aging populations seeking preventative wellness solutions. Non-alcoholic juice blends mimicking classic alcoholic beverages can provide an inclusive option for consumers who want to enjoy social settings without alcohol. This can cater to regions with cultural preferences for alcohol-free lifestyles. Ingredients like spirulina can strengthen the functional beverage market. Rich in nutrients, these additions can boost overall wellness appeal, attracting health-conscious consumers looking for natural solutions.
As preferences shift, brands whose innovation aligns with evolving consumer expectations, creating juice drinks that balance tradition with modern wellness trends, are likely to utilize the growing opportunity.
This article is based on Innova’s Overview in Juice & Juice Drinks in the Middle East & Africa report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
