European millennials still see fruit juice as healthy – research | Progresiv
European millennials still perceive natural fruit juice to be a healthy beverage, despite criticism from some quarters about its sugar content. 
That’s the main conclusion from a poll of 300 millennial juice drinkers in France and Germany, conducted by the juice supplier Welch’s.
When asked to rank the healthfulness of a selection of popular beverages, respondents listed sparkling water, 100% fruit juice and milk as the healthiest options. The results, Welch’s said, show that the 100% juice category remains largely untarnished despite some bad press in recent years.
Welch’s Global Ingredients Group vice-president Wayne Lutomski said: “Millennial fruit juice drinkers believe what we have known for years; 100% fruit juice is a delicious and nutritious beverage choice that can be part of a well-balanced diet. It’s clear that these consumers appreciate that fruit juice not only contains natural sugars, but also delivers science-backed benefits and valuable nutrients for health.”
The online survey revealed that health is a key priority for European millennial juice drinkers, with 73% of respondents saying it is important to them that a fruit juice provides a health benefit. Most notable among the desired benefits was energy, mind health, and heart health.
But taste and quality are also important: 84% stated they would be more likely to buy a superfruit juice if they knew the superfruit from which it was made tasted good, while nearly three-quarters (72%) said they considered a ‘100% fruit juice’ claim to be an indicator of high quality. All of the consumers surveyed were aged 18–35.
Lutomski continued: “Our survey indicates that European millennials who drink fruit juice are sophisticated consumers who understand the fact that 100% fruit juice is a quality beverage that delivers nutrition benefits that can support their wellbeing.
“These consumers are also motivated to buy fruit juices that taste good. The challenge, therefore, is for juice companies to create nutritious juices – superfruit juices for example – that deliver an enjoyable drinking experience. There are not many superfruit juices that can deliver on this, although Concord grape juice is one superfruit juice that brings great taste and science-backed health benefits, all at a reasonable price.
“Interestingly, our survey also found that two-thirds of respondents would be more likely to buy a fruit juice made with Concord grapes once they had been informed of the benefits they offer.” (www.foodbev.com)
