The pandemic is helping revive a food segment


And it’s packaged juice. It needed a pandemic to lift itself after falling for past 5–6 quarters. The trajectory of juice is unique. It just saw sharp fall in early 2019 and stayed there. To confirm this we searched for sector report or news story that might have captured this development. We found a story from ET which confirms it.

Packaged Juice drinkers in India would have noticed limited juice options in the stores from the early to middle of 2019. Some flavors like vegetable, tomato went off the shelf in Bangalore and availability of popular flavor was also inconsistent. We couldn’t say it was true for all stores and all the cities in India but now after looking at the data, it all makes sense. The brands must have felt the squeeze in sales and therefore, reducing the active product offerings. Of course, hindsight is always 20/20. But that doesn’t take away the fact that digital impression (what we see below in plots) was already registered, someone had to just crunch it.

Juice interest sees ‘dramatic’ drop and ‘sustainable’ rise

All possible juice flavor capturing people’s interest.

One cannot but notice the sheer variety of flavors and taste which piqued people’s interest in the last 6 months. The size of the bubble shows the quantum of interest in varied juice flavors by consumers and ‘latent’ customer in India. The latent consumer are people who have shown interest but haven’t made the purchase, or aren’t drinking regularly. These are the people brands should bring into the juice drinking fold.

Takeaways and few fixes for the juice segment (if anyone listening)

Note: Gooseberry is same as ‘amla’. Calabash is ‘lauki’.

Data source : Google

This story also appears here

I like to decipher patterns whether it’s from robot sensor or digital footprints left by humans. AI, Robotics, Mathematics & Poetry interests me