February 25, 2026 – Before functional beverages, juices were a top choice for healthy consumption: a rich source of nutrients, vitamins, minerals and antioxidants. But the demonization of sugar and sweeteners and the influx of functional beverages have watered down juice occasions and the audience. While brands can lure older juice lovers back with sugar reduction and fiber-forward juices, Generation Z and Millennials may be a harder sell. Preferences for clean functionality will continue to keep ingredient reduction a necessity yet will also pull brands away from the 100% natural claims that have been hallmarks of quality.The category overall may be in need of a rebrand – refreshed messaging about sugars where it makes sense, easy to consume juices with stacked health benefits and a wider array of channels in which to buy and occasions on which to drink juices.
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