Out of the 35.9 million liters of fruit juice and fruit nectar consumed worldwide in 2018, more than 9 million liters were consumed in the European Union (EU-28), making the region the biggest market for fruit juices and fruit nectars globally. However, fruit juice consumption in the European Union has fallen over the years, decreasing from around 11.3 million liters in 2007 to just over 9 million liters in 2018. This 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 from 19 percent in 2007 to around 36 percent in 2018.
In the EU fruit juice market, brands outperform private label products, with the latter capturing around 39 percent of the market share in the European Union in 2018. Leading companies dominating the branded fruit juice market in the EU include Eckes-Granini and Refresco Gerber.