European Millennials are thumbing their noses at fruit juice critics according to an industry-backed survey which found they overwhelmingly view 100 per cent fruit juice as a healthy beverage.
The consumer survey, conducted by Welch’s Global Ingredients Group, asked 300 French and German fruit juice drinkers aged 18-35 a range of questions in a bid to learn more about their attitudes towards the juices they buy.
When asked to rank a selection of popular beverages in order of how healthy they considered them to be, the respondents listed sparkling water, 100 per cent fruit juice and milk as the healthiest choices.
According to Welch's, rhe results show that the reputation of 100 per cent juice as a healthy beverage remains largely untarnished among Millennial fruit juice drinkers in Europe, despite the bad press that the fruit juice sector has received in recent years.
“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," Wayne Lutomski, vice president International of Welch’s Global Ingredients Group said.
