Though fruit juice consumption in the European Union used to be higher, the European Union has still histroically consumed more fruit juice than any other region worldwide, making the region the biggest market for fruit juices and fruit nectars globally. The decrease in consumption could be attributed to hectic lifestyles that deprived many households of the time for traditional breakfasts at home, but also growing consumer avoidance of sugary drinks and food additives. This could explain the rising market share of fresh fruit juice in the EU that almost doubled over a ten-year period.
In the EU fruit juice market, brands outperform private label products, with the latter capturing a little over a third of the market share in the European Union. Leading companies dominating the branded fruit juice market in the EU include Eckes-Granini and Refresco Gerber.