Hot weather has warmed up the drink and juice market. A market that has undergone considerable change and its observation is of great significance, especially in the present situation. Emrooz Marketing Research Company (EMRC) provides market reports and cooperates with many of the important brands in the drink and fruit juice industry, including brands such as, Aujan Industries (RANI, Barbican, Vimto), Zarin Jam Marina (Sun Star, Sunny Ness, Estina), Kalleh (Lucky Do) Castle Noosh (Shams, Castle), Danone Waters (Damavand, Light Blue). In order to raise awareness and inform the industry businesses and activists, EMRC has decided to publish some of the research data concerning drink and fruit juice industry. These information has been collected from 24 main cities across Iran. 

 

The research data and assessments by EMRC show that the drink and fruit juice market has not been an exception and like the other markets it has undergone changes. The assessments show that the fruit juice import to Iran market has decreased during the 1-year-period since July 2018. Considering the factories locations, the sources of production are divided into international and domestic, which makes the domestic fruit juice production share sum up to 97.5% during July 2018-19.

The share of the imported fruit juice throughout this period of time equals to 2.5% of the entire fruit juice market. This amount may at first seem insignificant, however, if we consider the whole imported fruit juice as one brand, the imported fruit juice rank 7^th regarding the amount and rank 6^th regarding the price value between all of the active fruit juice brands in the Iran market. Compared to the same time period last year (July 2017-18) the amount of imported fruit juice has had a dramatic reduction of 42% which can be a result of governmental policies against trafficking goods.

The attractive Rial value if this market during the mentioned time (July 2018-19) equals to 900 billion Rials, which can be a motivating factor to enter this market, and contributes to the import or trafficking of these products. Thailand, Denmark, South Korea, and Saudi Arabia are respectively the largest sources of fruit juice import to Iran.

Orange, peach, mango, and pineapple are the most popular flavors among the imported juice, and compared to the last year, peach and pineapple flavors have experienced the largest growth in sales. The most notable flavors which are rarely seen among the domestic products are grape, berry, and red-colored flavors, such as grape juice, strawberry juice, and red berry juice. Aloe Vera and multi-flavor juices are also among the imported fruit juices.

The presented information and facts are generally of great importance to the activists, business people, and the decision-makers of the fruit juice industry. More precise observation of such data can contribute to brand strategy planning and enhanced brand growth.