Juice Products: Supply Transformation, Demand Status

The objective of the study is to assess the current state of juice production in the Republic of Crimea, taking into account the ongoing transformations within the national and regional economies in relation to the supply of juice products. This study examines the current product range, analyzes demand trends, and identifies priority areas for developing the local supply. The research focus is on the range of juice products produced by domestic enterprises, which constitutes the product offering shaped by demand trends. The supply of juice products on the national market has undergone a certain transformation, with popular beverages gradually losing ground in terms of sales. The main reason is their high prices compared to other beverages (carbonated drinks, mineral water, and drinking water). Interest in and demand for juice products are linked to household incomes, with many manufacturers seeking to reduce product costs and introduce beverages that are similar in appearance to natural juice but have lower production costs. As a result, reconstituted juices and juice-containing drinks have recently become widespread. The former involves diluting juice concentrate with purified water, while the latter involves adding a smaller proportion of the juice to the formula. A decline in supply of naturally-formulated juices is observed. Consumer demand is driving supply. Given the addition of various flavors to nectars and juice drinks, consumers prefer these products, citing them as having superior taste. Price has a particular impact on demand. No more than 3 % of consumers prefer drinks in the high-end segment. To optimize supply and steer consumers toward natural products, producers need to focus on local, less-common raw materials with high biological and physiological value, promote these products within a healthy eating framework, and optimize pricing by streamlining raw material procurement from the public through procurement systems.