Another factor looks at the chokehold Boost Juice had on Australian teens in the early 2010s (free birthday Boost, anyone?). Nudie Juice, Cottee’s, and Lipton all depict the fruit drink craze we subscribed to during the noughties and beyond. The Australian fruit industry is pretty special, thanks to our varied and relatively reliable climate and it’s only natural for us to take advantage of such.
For many, the love of juice comes down to good old convenience. Over 80% of Australians do not consume fruit regularly, and 90% do not consume the recommended daily intake. Like protein bars and snack pots, juice packs a nutritious punch – huge reward for minimal effort. The role of juice in the contemporary Australian diet has been on the incline together with our need for immediacy and disdain for anything that takes time out of our busy days. As a 125mL serve of juice counts for one serve of fruit, the number of Australians who meet their daily fruit recommendations increases from 10% to 24%. Health is a clear motivator for Australians, and what’s better is we’re looking beyond the old faithfuls (i.e. apple or orange, although we do love them).
Juice contributes essential nutrient intakes, with the best in class contributing nothing to added sugar or processed food diaries. Consumer trends have driven innovation allowing juice manufacturers to produce unpasteurised juice with no preservatives or additives, meaning juice has evolved in a healthier direction. The previous data rollercoaster of juice popularity includes the basic fresh favourites and pantry options, whereas future trends are expected to make room for even more pragmatic ingredients such as ginger, herbs, and other spices. Accordingly, shots and tonics have popped up on the market, meaning there is now a juice to fit into the most obscure criteria.
Whichever reason sparks joy or whichever factor you see yourself relating to, Australians have accepted mixed fruit juice as a staple again. It has been welcomed back to breakfast tables and gym bags, lunch boxes and tuck shops. Currently, fruit juice is the third most commonly consumed beverage after water and sugar-sweetened beverages, and will hopefully continue on that upwards trajectory.
