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Beyond orange juice: innovations shaping the citrus industry

Estimated reading time: 2 min read

The citrus industry is evolving beyond traditional orange juice, embracing innovations that cater to the growing demand for healthier and functional beverages. The development of NFC juices and advanced technologies for juice clarification and stabilization are driving progress in the sector, offering new products that meet consumer needs for natural, fresh, and nutritious drinks.

As consumer preferences shift toward healthier options, citrus producers are leveraging these innovations to provide high-quality, functional beverages that align with current health and wellness trends.

NFC juices: a key ally in meeting the demand for innovation and freshness

Non-concentrated juices are gaining popularity as consumers seek fresher, more natural beverages with minimal processing. These juices are made by directly extracting the juice from fresh citrus fruits, preserving their natural flavor and nutrients.

Unlike concentrate juices, NFC juices offer a more authentic taste and retain higher levels of vitamins, antioxidants, and essential nutrients.

Citrus fruits in the era of health and wellness

Citrus fruits are naturally rich in essential nutrients like vitamin C, antioxidants, and dietary fiber, making them the perfect base for functional beverages.

Consumers are increasingly turning to beverages that provide more than just hydration – they want drinks that offer functional benefits, such as immunity support, gut health, and energy-boosting properties. Citrus-based drinks are well-positioned to meet these needs, offering natural, nutrient-dense alternatives to sugary, artificially flavored beverages.

A recent report* highlights that the functional beverage market is expected to reach USD 213.74 billion in 2024 and grow at a CAGR of 7.49%, with the market reaching USD 306.76 billion by 2029​. This growth reflects the increasing demand for beverages that support both health and sustainability.

*Source: Mordor Intelligence

Advertisements for functional beverages, including energy drinks, sports drinks, and fortified options, emphasize benefits like mental clarity, physical refreshment, and enhanced performance, effectively capturing consumer interest.

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