Juice trends: Döhler exec flags thirst for sustainable, healthy choices and sugar reduced drinks
04 Aug 2020 --- Society as a whole is moving towards greater awareness for sustainability in day-to-day life, including food and beverages. That is, according to Julian Bopp, Product Manager for Fruit and Vegetable Applications at Döhler, who says natural trends are pushing demand for vitamin-fortified juice and reduced-sugar beverages which are in the spotlight, because they are closely linked with health and wellness.
“Products need to be consumable at any time, taste good, provide added value for both body and soul, and be as natural as possible,” Bopp tells FoodIngredientFirst. These trends are also noticeable for fruit and vegetable applications. In the last two to three years, Döhler has seen a shift from concentrate products to not from concentrate (NFC) and on a smaller scale to “cold-pressed” high pressure processed (HPP) treated products. 
Consumers expect a fresh taste and a high nutrient content in their beverages, without preservatives. Juice has always been a naturally preserved product, preserved by thermal treatment (pasteurization), while its natural acidity guarantees its safety.
Moreover, sugar reduction trends are also driving the industry to develop products that contain less or no sugar but provide full taste, notes Bopp. “Natural ingredients such as coconut water, vegetables or tea infusions offer new taste experiences in various applications and can be used to reduce the sugar content.”
Due to the naturally high sugar content in juices, they have often been criticized. “Developing modern and innovative juice concepts that meet the demands of modern and health-conscious consumers is very ambitious. Concepts that are clean label-positive and have a good nutritional profile are particularly in demand here,” he asserts.
Sugar reduction trends are also driving the industry to develop products that contain less or no sugar but provide full taste.Sustainable sourcing
According to Bopp, one of the biggest challenges in the sector is to ensure the supply of high-quality fruit and vegetable ingredients from a sustainable and global supply chain, especially in these challenging times.
“Döhler secures direct access to the best natural raw materials for the long term. Together with our global fruit and vegetable partners, we set great store by vertical integration with consistent quality standards and our processing facilities worldwide. This guarantees the best natural ingredients and optimum planning reliability,” he explains.
Döhler provides a portfolio of sustainably produced raw materials that ensure supply with an ethical backing, Bopp details. “They are certified by Fairtrade, Rainforest Alliance and UTZ, among others, as well as being SAI/FSA certified. We work closely with local farmers when procuring their raw materials, and we also develop concepts to ensure that these products can be cultivated sustainably and under fair conditions.”
Most recently, the COVID-19 virus has resulted in increasing demand for both vitamin-fortified juice products and for products targeted at strengthening the immune system. Botanical extracts, fruit and vegetable ingredients, vitamins and fibers which enable healthy product positioning have also gained traction. “The pandemic has resulted in a significant demand for both vitamin-fortified juice products and for products targeted at strengthening the immune system,” he adds.
This week, FoodIngredientsFirst reported that the rise in fruit and vegetable ingredients had been spurred by immunity and health-boosting demands.
By Elizabeth Green
