September 3, 2025 – In Europe, juice remains an essential category in the food and beverage market. From 2022 to 2025, the number of juice and juice drink launches have surged across the continent, and new flavor innovations continue to propel the category’s growth. While these products are consistent household staples, new consumer preferences for wellness, gut health, indulgent flavors, quality, and ethical packaging are driving shifts in the market. The Innova Market Insights report, “Overview of Juice & Juice Drinks in Europe” analyzes these trends and explores the future of juices in Europe.
Reimagine Flavors to Balance Comfort, Health, and Thrill
As consumers seek a balance of both familiarity and novelty, juice brands are reimagining classic flavors. While consumers still favor familiar juices, 36% now say that they are also looking for “crazy creations” that provide the “ultimate indulgent experience.” Layering juices with herbal, floral, or spiced notes adds novelty that elevates the overall taste, addressing both existing and evolving flavor preferences.
Infusing juices with health-conscious botanicals also offers consumers diverse flavor profiles that reflect their desire for innovation and address their wellness concerns. According to Innova’s beverage market research, 1 in 5 consumers in Europe opt for healthy flavors in soft drinks, including carbonated beverages, juices, and nectars. Therefore, botanical flavors like rosehip, blueberry, and elderflower give brands an opportunity to present consumers with flavorful yet healthy options.
Leverage Natural & Organic Ingredient Claims
Beyond health concerns, consumers also seek quality ingredients, and thus, quality products. Juice trends show that 57% of European consumers say product quality is the most important factor when selecting food and beverage brands. Claims such as “100% natural ingredients” and “organic” resonate with consumers who seek higher quality, transparency and added value in juice products. Nectars, beverages containing 24-99% juice, are the top positioning for juice and juice drink launches in Europe. In addition, claims such as “no added sugar,” “vegan,” and “100% not from concentrate” follow closely behind, highlighting consumer preference for natural and healthy products.
Diversify Processing Techniques & Textures
Innova’s consumer research underscores the importance of diversifying juice offerings. European juice brands are expanding their portfolios by experimenting with new textures and processing methods. From cold-pressing, high-pressure processing, and reconstitution, brands are engaging with new manufacturing approaches to the juice category. These techniques not only provide the consumers with variety but are also tailored for freshness and shelf-life needs of specific products. For instance, the Ukrainian brand Biola uses cold aseptic bottling technology to preserve the flavor and nutritional value of its juices and nectars.
Juice trends show that sensory experience is another element that delights consumers. In Europe, almost 1 in 4 consumers say that sensory experience and enjoyment motivate them to treat themselves to food and beverages. Juices with natural pulp or pieces of nada de coco, for example, offer a twist on traditional juices to satisfy consumers.
Position Juice as the Preferred Morning Kickstart
When asked about their consumption habits, consumers have responded that they most often drink juices, juice drinks, and smoothies in the morning. Therefore, juice brands in the European market are adjusting to this beverage trend and are increasingly positioning juices as go-to morning drinks, rather than as indulgent options for the rest of the day. In countries like Finland and Austria, some juice brands are now marketing their products directly as “morning juices” or “breakfast juices” on packaging, instead of by flavor, highlighting the shift towards time-specific consumption.
Prioritize Fiber to Meet Gut Health Expectations
Fiber is the top ingredient preferred by consumers across Europe in functional food and beverages for gut health. Moreover, Innova’s research reveals that 28% of consumers say that digestive and gut health are the health aspects that drive their purchases of functional foods and beverages. Consequently, juice brands are incorporating ingredients like acacia fiber and prebiotic plant fiber to address consumers’ growing health concerns.
Capitalize on Functional and Sustainable Packaging
23% of consumers say that convenience is one of the most important aspects they consider when choosing juice packaging, highlighting the need for portable and functional designs. Therefore, easy, on-the-go use drives juice packaging choices. Spouted pouches, cartons with straws, and sports-cap PET bottles are growing in popularity, as they offer convenient, drink-anywhere solutions for busy lifestyles.
In addition to convenience, brands are also catering to eco-conscious concerns by offering sustainable packaging options. Juice trends show that more than 1 in 4 consumers in Europe consider sustainability as one of the most important aspects of packaging when buying juices, with recyclability and reusability being key elements. For example, the Italian brand, Skipper, uses packaging made from 87% vegetable materials, which has reduced CO2 emissions for this packaging by 23%.
Clean Visuals & Transparent Appeal
Consumer trend research also suggests that, when it comes to packaging, simplicity is preferred. Juice trends show that 26% of European consumers say minimalist design most influences their juice purchase decisions. Packaging with clean labels, clear bottles, and subtle designs signals transparency and naturalness, which aligns with consumer expectations for clear communication and straightforward ingredient lists.
What’s Next in Juice and Juice Drink Trends?
European juice and juice drink brands are already evolving to meet consumers’ new expectations and health preferences. However, the next big beverage trends will target health to an even greater extent. One strategy a brand can use to meet demands for nutritious options is by offering protein-enriched juices. Another emerging trend is designing nutrient-rich juices for gender-specific health support, as men and women have distinct nutritional needs that juice brands can address. This will bring personalization to the functional beverage industry.
Outside of the realm of health, juices inspired by classic cocktails offer indulgence and novelty, appealing to adults seeking fun and flavorful non-alcoholic beverages. Piña Colada and mojito flavors are a few of the many flavor-forward options brands can offer.
This article is based on Innova’s Overview in Juice & Juice Drinks in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more