Vegenotes: Understanding the market opportunity for vegetable juices
Vegetable juice consumption is the equivalent of three per cent of annual vegetable production in Australia.
In addition, only a small number of vegetables are used in vegetable juices (including carrots, celery, beetroot, cucumber, kale, spinach and capsicum), while the broad array of vegetables that could be used in juices are either not used or are not popular.
Led by Horizon Consumer Science Vice President Michael Feely, the Hort Innovation-funded project Market opportunity for vegetable juices (VG16016), was undertaken to help Hort Innovation and the vegetable industry better understand the market opportunity for vegetable juices in Australia.
In its course, the project estimated the size and composition of the Australian vegetable juice market, identified consumer attitudes and behaviours, and suggested what might lead to an increase in consumption.
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