Market Update
The Current State of the
Market and Changing Mindsets
Fruits and vegetables are an essential
part of most people’s staple diets. An
unassuming customer going out to buy
fruit is bound to think “This is one of
the most natural forms of nutrition I
can receive” Or you wouldn’t think
about it at all – ideally, this should be
taken for granted. However, the truth
is, most of the natural produce loses
its freshness and nutrients while in
the transition from the source to your
local stores. Additionally, a lot of fruits
and vegetables today are exposed to
pesticides and other chemicals that
are harmful for human consumption.
So, what is the way to consume them
safely and with most of their nutritional
value intact?
There are several alternative options
to fruit and vegetable consumption
available today, and juice-based trends
have been around for the longest time.
As per a Statista report, the market
for juices in India is expected to grow
by 6 percent annually in CAGR from
2019-2023. We hear about a celebrity
or fitness guru going on a ‘juice cleanse’
almost every other week. These
cleanse involve various types of juices,
e.g. ‘green juice’ – made of celery and
aloe vera or juices made from other
fruits, plants and vegetables. They are
aimed at revitalising and detoxing the
body of the toxins and pollutants one is
exposed to on a daily basis. But these
cleanses won’t do much good if you get
fewer nutrients than you would have on
consuming the fruit directly.
Alternatives
Most commercial methods of making
juice involve long processes and the use
of centrifugal juicers that generate heat
while extracting the juice. Additionally,
when the fruit or vegetable is cut, its
enzymes come in contact with the
oxygen in the air which results in
browning and reduction of nutrients
over a period of time. Consumers
are mostly unaware of the effects
of heat and oxidation in the juicing
processes, which deplete vitamins and
vital minerals of the natural produce.
Additionally, most packaged juices
are put through a heating process to
extend their shelf life. While this helps
the juices last longer, it plays havoc with
the nutritional content. The nutrients
in the fruits are delicate compounds,
and cannot survive exposure to the
high temperatures – thus, they do not
survive the juicing process.
Of the available options, cold-pressing
juices has emerged as one of the ways
to preserve the nutritional value of
fruits and vegetables. However, the
process of filtration in the cold pressing
of juices takes away a significant amount
of nutritious fibre. Also, cold-pressing
can expose the natural produce to
the atmosphere, which can cause
oxidation, thus affecting the quality of
the juice.
Only close to 27 percent of children
eat fruits every day, according to
a report by the Indian Council of
Research on International Economic
Relations (ICRIER). Most parents give
their kids tetra packs to overcome
this lack of consumption, without
realising that these do not contain
adequate nutrients. Adults also
consume these themselves, since
they seem like a more convenient
option. But many such juices have
high levels of sugar or preservatives.
Also, the majority of nutrition in fruits
and vegetables comes from the fibre
content, which conventional juicing
methods reduce substantially from
the juice.
Drink Asia
17
July-August 2019
One method that preserves the
fruit right up to the drinking is cold-
extraction. Cold-extraction ensures
that the levels of fibre and nutrients in
the juice are the closest they can be to
what they are at the source.
Benefits of the
Cold Extraction Process
Cold-extraction is a method which
takes the efficiency and effectiveness of
the juicing process a notch above the
rest. Cold Extraction is a unique method
of juicing fruits and vegetables in a
temperature-controlled environment
without heat generation. Juice and
pulp are gently extracted and a vacuum
environment is created to prevent
oxidation and to prevent loss of natural
flavours. This juicing method retains
the maximum amount of fibre and
nutrients of the fruit in the juice. The
juice is then put through HPP, a form
of pasteurisation that utilises very
high pressure to reduce the microbial
content in the juice.
To ensure consumers get the best out
of fruit & veggie juices, the produce
needs to be stored in ideal conditions
after they are harvested. Moreover,
a comprehensive cold chain network
covering the farm, processing unit,
right up to the retail store or the
doorstep of the consumer is necessary
to ensure that the juice reaches with
all its essential benefits & nutrients
intact. Maintaining good standards
of hygiene throughout the process is
vital for the produce as well as the
final product. Cold-extracted juices
make for a great addition to one’s
daily nutrient intake, for both adults
and children. They come in a number
of flavours and combinations, which
make for a unique taste experience.
The fact that these juices are cold
extracted ensure they reach you fresh
and healthy while doing the same for
you when you consume them. So, the
next time you hear about that celebrity
cleanse, you can tell them you have
something better!