This project was undertaken to help Hort Innovation and the Australian vegetable industry to understand the market opportunity for vegetable juices.

Very little was known about the vegetable juice market, what drives consumption, and what potential (if any) the vegetable juice market offers to growers. Moreover, external evidence suggested vegetable juice consumption was growing in Australia.

The objectives for this project were to estimate the size and composition of the vegetable juice market in Australia, identify consumer attitudes toward vegetable juice that are relevant to understanding current behaviour, identify opportunities to increase consumption of vegetable juice in Australia and to provide any other relevant information around the potential value of the market.