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1、China Juice Market ReportCitrus Juice Market Development Officer,Olivia TaitJanuary 20241.Market size and key statistics1.1 Market size1.2 Import market1.3 Juice drinking culture in China1.4 Health messaging being generated by medical entities1.4.1 Improving physical health1.4.2 Promote metabolism1.
2、4.3 Improve immunity1.5 Fresh juice bars and shops1.6 Drinks competing directly with juice2.Market leaders2.1 Huiyuan2.2 Master Kong2.3 Uni President2.4 Minute Maid2.5 Orchard Farmer2.6 Pepsi Cola2.7 BVI(Wei-Chuan)3.Consumer surveyAcknowledgement APPENDIXChina Juice Market Report 2024122456666668910
3、121314171820271.MARKET SIZE AND KEYSTATISTICS1.1 MARKET SIZEIn China,the juice market is divided into three categories.The first is lowconcentration fruit juice with a fruit juice content of 5-10%,such as Coca Colas Qoo,Minute Maids pulp juice and Master Kongs orange juice.In Australia,this category
4、would be referred to as fruit drinks.The second category is composite juice,made from various fruits and vegetables,with a concentration of about 30%,such as Watsons Juice Mr.The third category is 100%fruit juice,which can be divided into 100%concentratedreduced fruit juice(FCOJ)and 100%non-concentr
5、ated fruit juice(NFC).The very literal meaning of NFC in China refers to a fruit juice that is“directly filledafter being squeezed from fresh fruits”.It is considered to be natural with noadditives,has a high nutritional value and tastes good.This fresh,unadulteratedjuice taps into the quality perce
6、ption and the rising demand for products that areconsidered healthy.Low concentration juice accounts for over 74%of the sales in Chinas juice industry,and the overall decline in sales in the juice market is mainly driven by the decline inlow concentration juice sales.Emerging health trends such as l
7、ow sugar,low calorie,and minimally processed,juices with a low concentration of fruit content are beingabandoned by the main consumer group of beverages,young people,in favour ofhealthier,fresh tasting,and high appearance new drinks.The decline in juiceconsumption at the lower end,fruit drinks,is be
8、ing off-set by an increase in demandof juice drinks made with a higher concentration of fruit juice and fresh juice purejuice.In 2022,Chinas total juice market was valued at AU$29.91 billion,showing anincrease of 5%from 2021.201720182019202020212022051015202530Figure 1:China juice market size by val
9、ueAU$billion2China Juice Market Report 2024Low concentrate juice74%Medium concentrate juice20%Pure juice6%Low concentrate juice accounts for 74%of the total juice market.Figure 2:Juice market breakdownSupermarkets are the largest juice sales channel,accounting for a 61%share,followed by convenience
10、stores(15%)and e-commerce(13%).Supermarket61%Convenience15%E-commerce13%Fresh juice shop6%Figure 3:Juice sales channelVending machine 0%3China Juice Market Report 2024YearImport volume(Tonne)Import value(Million US$)Average Price(US$/Tonne)2013107,1282292,1422014110,3402522,2802015106,8292091,953201
11、6114,9872261,9662017140,5692832,0132018171,1433512,0522019198,2953651,8412020189,3303031,5982021303,3694951,6332022350,3135561,5871.2 IMPORT MARKETIn 2022,China imported 350,313 tonnes of juice,with a value of US$556 million.Theaverage price was US$1,587 per tonne.Brazil(23%),Thailand(21%)and Vietna
12、m(11%)are the top three juice exporters to theChinese market,based on volume.In 2022 Australia exported 484 tonnes of juice to China,with a value of US$1.6 million.Table 1:China juice import 2013-2022Figure 4:Juice import by origin,20224China Juice Market Report 2024Ten exporting countries account f
13、or 87%of Chinas total juice import market.Australia accounts for 0.1%of the total import market.Figure 5:China juice imports,2013-2022CountryImport volume(Tonne)Import value(000 USD)Share(%)Brazil78,849100,79223Thailand73,26883,23121Viet Nam39,27667,25011Spain28,13643,5598Israel27,77159,1188Costa Ri
14、ca18,74918,2185Cyprus16,2328,7465Philippines9,03722,2693Chile6,92916,7212Malaysia6,2997,1182Table 2:Top ten juice exporter to China1.3 JUICE DRINKING CULTURE IN CHINAChinese consumers rarely drink juice for breakfast.The occasion for drinking juice ismore often during lunch or dinner,or as beverage
15、between meals.Traditional Chinese beverages include sour plum juice,sea-buckthorn juice andhawthorn juice.Sour plum juice is made from black plums,peaches,grapes andsugarcane,boiled with rock sugar.Rock sugar is believed to moisten the lungs,relieving coughing.Black plum and hawthorn are believed to
16、 reduce oil and fat,while strengthening the spleen.5China Juice Market Report 20241.4 HEALTH MESSAGING BEING GENERATED BY MEDICAL ENTITIESFrom the perspective of traditional Chinese medicine,the belief is that drinking fruitjuice has the following benefits for physical health:1.4.1.Improving physica
17、l healthThe commonly used ingredients in traditional Chinese medicine health juice includemulberry,goji berries and lotus seeds.These ingredients all have the effect ofregulating the body.For example,it is believed mulberry can nourish the liver andkidneys,strengthen the spleen,and stimulate appetit
18、e;goji berries brightening theeyes and nourish the skin;lotus seeds nourish the spleen,benefit the stomach,clearthe heart,and calm the mind.By combining these ingredients into a juice format,one can regulate their physical fitness and improve their health status.1.4.2 Promote metabolismDrinking more
19、 juice can increase the bodys metabolic capacity,slow down agingand improve skin quality.1.4.3 Improve immunityDrinking more juice can supplement the bodys essential Vitamin C,enhance thebodys immune system,resist viruses,and reduce cold symptoms.1.5 FRESH JUICE BARS AND SHOPSAt present,there are no
20、 large-scale chain fresh juice stores in the Chinese market.However,many beverage stores offer juice drinks,fruit smoothies,fresh juice,concentrated juice drinks and concentrated juice tea drinks.The most popular beverage stores in the Chinese market are tea beverage shops,with most of them offering
21、 fruit tea and juice-based blends made withconcentrated juice.The value of trade through tea beverage shops in 2022 was estimated at AU$22.6billion,and it is expected to reach AU$32.6 billion in 2023.Trade is expected to reachAU$43.8 billion per annum by 2025.1.6 DRINKS COMPETING DIRECTLY WITH JUICE
22、Packaged water,tea beverages,carbonated beverages and energy drinks are allcompetitors to juice in the Chinese market.6China Juice Market Report 2024Packaged water38%Tea beverages20%Carbonated beverages15%Juice beverage14%Energy drinks8%Other2%Figure 7:China soft beverage breakdown 20207China Juice
23、Market Report 2024Others27%Minute Maid15%Weichuan12%Huiyuan11%Master Kong10%Uni President9%Orchard Farmer8%Pepsi8%2.MARKET LEADERSMinute Maid,Weichuan and Huiyuan,Master Kong,Uni President,Pepsi and OrchardFarmer are the top juice brands in the Chinese market.The top seven players hold73%of the tota
24、l market share.All prices quoted are retail or online selling prices.Figure 8:Top juice players 20218China Juice Market Report 20242.1 HUIYUANHQ:BeijingPrivate companyEstablished in 19922022 sales revenue:AU$0.61 billion2022 net profit:AU$43.48 millionMore than 140 business entities across ChinaMore
25、 than 20 agricultural industrial parks in more than 10 provinces Juice product categories:100%juice,pulp series,juice for child low concentratejuiceHas more than 600 products Has more than 300 worlds advanced fruit processing production lineJuice type:orange,grape,apple,peach,pear and kiwifruit Prod
26、uct export to more than 30 countries and regions,such as the United States,Australia,Algeria,South Korea,Singapore,Malaysia,India,and EuropeHas online shop in major e-commerce platform,such as JD and TaobaoWebsite:http:/ ProductTypePackagePrice(AU$/package)100%juiceOrange/grape/apple/peach/pear/bloo
27、dorange/tomato1 litre3.48100%juiceOrange/grape/apple/peach/pear/blood orange andtomato 330ml1.65100%juiceLemon,peach,apple 2,000ml4.35100%juicePrune 200ml*12 box17.39100%juiceOrange,grape,apple,peach300ml*8 bottle13.04100%NFCOrange,lemon,apple,pear and carrot 300ml*9 bottle21.74100%NFCPrune 200ml*10
28、 bottle26.09Pulp juicePeach,blood orange and blueberry250ml*12 box10.87Pulp juicePeach,orange,strawberry blood orange and blueberry1 liter*5 box12.17Cranberry mixedjuice Cranberry and carrot mixed juice350ml*6 bottle13.04Low concentratejuiceOrange,peach,mango and kiwi fruit2,5003.48Table 4:Huiyuan k
29、ey juice products9China Juice Market Report 2024100%JUICE2 LITRE 100%JUICE 1 LITRE LOWCONCENTRATEJUICE100%JUICE330 ML100%PRUNE JUICE 200ML*12 BOXCRANBERRY MIXED JUICE100%JUICE300ML100%NFC PRUNE200ML*10 BOTTLE100%NFC300ML*9 BOTTLEPULP JUICE 1 LITRE*5 BOX PULP JUICE 250ML*12 BOX 2.2 MASTER KONGHQ:Shan
30、ghaiPublic companyStart beverage business in 19962022 beverage business sales revenue:AU$10.5 billion,showing an increase of7.89%from 2021Beverage business accounts 61.4%of the total companies revenue2022 beverage business profit:AU$299 millionJuice business account 14%of total beverage businessIn M
31、arch 2012,further expanded its beverage business by forming a strategicalliance with PepsiCo for the beverage business in the China.Exclusively manufactures,bottles,packages,distributes and sells PepsiCo softdrinks in ChinaHas 340 sales offices and 341 warehouses serving 80,726 wholesalers and256,56
32、7 direct retailers as of 31 December 2021Has online shop in major e-commerce platform,such as JD and TaobaoWebsite:https:/10China Juice Market Report 2024Category2021(Million AU$)2022(Million AU$)YOY(%)Share(%)Tea39.1141.385.8139Water9.8910.657.6510Juice12.5514.8818.5714Carbonated beverages and othe
33、rs35.8538.186.4836Total97.40105.087.89100Table 5:Master Kong business breakdownTea40%Carbonated beverages and others36%Juice14%Water10%Figure 9:Master Kong beverage business 2022ProductTypePackagePrice(AU$/package)Low concentrate juicePear1 litre1.09Low concentrate juicePear250ml*6 box1.80Low concen
34、trate juicePear330ml*12 bottle4.78Low concentrate juicePear500ml0.76Low concentrate juicePeach/orange330ml*12 bottle4.78Low concentrate juiceGrapefruit500ml*15 bottle10.28Low concentrate juiceGrapefruit330ml*12 bottle4.35Low concentrate juicekumquat lemon500ml*15 bottle9.35Low concentrate juicekumqu
35、at lemon330ml*12 bottle5.22Low concentrate juicekumquat lemon310ml*24 can11.74Low concentrate juiceRed grapefruit330ml*12 bottle6.09Table 6:Master Kong key juice products11China Juice Market Report 2024PEAR JUICE1 LITREPEAR JUICE300 MLPEAR JUICE250 MLPEAR JUICE500 MLORANGE330 MLRED GRAPEFRUIT330 MLP
36、EACH 330 MLGRAPEFRUIT 500 MLKUMQUAT LEMON330 ML2.3 UNI PRESIDENTHQ:ShanghaiPublic companyEstablished in 19922022 juice business sales revenue:AU$0.65 billion,showing an increase of 35.4%from 2021,the highest revenue in the past 6 years Juice business accounts FOR 18.3%of the total companies revenueP
37、roduction bases:Shenyang,Haerbin,Changchun,Changbai Mountain,Beijing,Tianjin,Shanxi,Inner Mongolia,Shijiazhuang,Zhengzhou,Jinan,Henan,Yantai,inWuhan,Changsha,Nanchang,Wuxue,Kunshan,Hefei,Hangzhou,Shanghai,Jiangsu,Xuzhou,Guangzhou,Fuzhou,Nanning,Hainan,Bama,Chengdu,Kunming,Chongqing,Guiyang,Xinjiang,
38、Shaanxi,Aksu,Hutubi,and Baiyin.Product sale throughout ChinaHas online shop in major e-commerce platform,such as JD and TaobaoWebsite:http:/www.uni-KUMQUAT LEMON 500 ML KUMQUAT LEMON310 MLGRAPEFRUIT330 ML12China Juice Market Report 2024ProductTypePackagePrice(AU$/package)100%juiceTomato 335ml*24 can
39、30.00100%juiceTomato 180ml*12 can24.35100%juiceOrange/carrot/grape300ml*12 bottle16.74Low concentrate juiceOrange 2 litres1.96Low concentrate juiceOrange 450ml0.76Low concentrate juicePeach/orange450ml*15 bottle6.09Low concentrate juicekumquat lemon/hawthorn500ml*15 bottle10.65Low concentrate juiceD
40、ark plum/mango 245 ml*12 can16.74Table 7:Uni President key juice products100%JUICEORANGE/CARROT/GRAPEORANGE JUICE2 LITRE/450ML100%JUICETOMATOHAWTHORN500MLKUMQUAT LEMON500MLPEACH450MLORANGE450ML MANGO245MLDARK PLUM245ML 13China Juice Market Report 2024ProductTypePackagePrice(AU$/package)Pulp juiceGra
41、pe/orange/peach1,250ml1.63Pulp juiceGrape/orange/peach420 ml0.87Pulp juiceGrape/orange/peach420 ml*12 bottle10.43Pulp juiceGrape/orange/peach300ml*12 bottle4.98Low concentrate juiceOrange/peach/apple/grape450 ml0.87Low concentrate juiceOrange1,500ml1.74Low concentrate juiceOrange/peach/apple450ml 12
42、 bottle10Low concentrate juiceOrange300ml*12 bottle0.76Low concentrate juiceOrange185ml*8 can4.78Low concentrate juiceOrange260ml*6 bottle3.04Low concentrate juiceGuava 420ml*12 bottle11.522.4 MINUTE MAIDChina HQ:ShanghaiPublic companyBrand under Coca ColaIn 2005,launched Minute Maid in the Chinese
43、market,which has become thenumber one brand of ready-to-drink juice drinks in China,and has alsopromoted China to become the largest market for Minute Maid in the worldHas online shop in major e-commerce platform,such as JD and TaobaoWebsite:https:/www.coca- 8:Minute Maid key juice productsPULP JUIC
44、EORANGEPULP JUICEGRAPEPULP JUICEPEACHLOW CONCENTRATEGUAVA LOW CONCENTRATE:ORANGE/PEACH/APPLE/GRAPE14China Juice Market Report 20242.5 Orchard FarmerHQ:Hangzhou,ZhejiangPublic companyEstablished in 1996Juice brand under Nongfu Spring2022 juice business sales revenue:AU$619 million,showing an increase
45、 of 10%from 2021Juice business accounts 9%of the total companies revenueHas more than 4,000 distributors across ChinaHas more than 10,000 sales across ChinaHas company owned orange orchard in Jiangxi Has company owned apple orchard in XinjiangMain juice products:30%mixed juice,12%juice,100%NFC juice
46、,100%NFCjuice(refrigerated type)and 17.5 100%fresh fruit cold pressed orange juiceHas online shop in major e-commerce platform,such as JD and TaobaoWebsite:http:/ 2021(Million AU$)2022(Million AU$)YOY(%)Share(%)Water3,6683,928755Tea9851,4855121Functional beverage795825412Juice562619109Others376291-2
47、34Total6,3867,14812100Table 9:Orchard Farmer business breakdownWater55%Tea21%Functional beverage11%Juice9%Others4%Figure 10:Orchard Farmer business15China Juice Market Report 2024ProductTypePackagePrice(AUD/package)100%NFCjuiceOrange/mango/apple&banana/Guava300ml 1.52100%NFCjuiceOrange/mango/apple&b
48、anana/Guava 900ml4.02100%NFCjuiceOrangeOrange/mango/apple&banana/Guava300ml*10bottle 14.13100%NFCjuiceOrange/mango/apple&banana/Guava300ml*24bottle33.0412%juice Greenorange/grapefruit/lemon 445ml*15bottle13.04 30%juice Mixedjuice 450ml 0.8 30%juiceMixedjuice 1,250ml 2.07 30%juiceMixedjuice 450ml*15b
49、ottle 15 7%lemonjuice Lemon 300ml*6bottle 8.7 17.5100%fresh Orange/apple 300ml*6bottle 23.26 100%NFCjuice (refrigeratedtype)Orange/mango/pineapple/apple 300ml*8bottle 15.87Table 10:Orchard Farmer key juice products30%MIXED JUICE100%NFC JUICE(REFRIGERATED TYPE)100%NFC JUICE12%JUICE17.5100%FRESH 7%LEM
50、ON JUICE16China Juice Market Report 20242.6 PEPSI COLAHQ:ShanghaiPublic companySino-foreign joint venture in ChinaEntered China in 19802022 sales revenue in China:AU$4.05 billion2022 sales revenue:AU$134.99 billion2022 net profit:AU$13.92 billionTotal Investment:PepsiCo and its partners have investe
51、d over US$1 billion inChina since 1981 All institutions:PepsiCo has more than 40 joint ventures or sole proprietorships inChinaEmployment:Pepsi and Frito-Lay directly employ nearly 10,000 Chinese workersBeverage sector:20 bottling plants in 20 cities,and a wholly owned concentrateplant.The flagship
52、brands include Pepsi Cola,7 Up,Mirinda,Pepsi Light,Pepsilime,extreme and Mountain Dew,Tropicana Pure,Dole Juice,Gatorade andLipton teaJuice brand Dole Juice,Tropicana PureDole juice product:Smoothie(Frozen Fruit Juice),fruit juice jellyTropicana juice product:Orange juice,apple juice,grape juiceHas
53、online shop in major e-commerce platform,such as JD and TaobaoWebsite:https:/ BrandProductType PackagePrice(AU$/package)Tropicana100%juiceOrange/grape/applepaperbox 1 litre2.66Tropicana 100%juiceOrange/grape/applepaperbox330ml 1.74 Tropicana100%juiceOrange/grape/appleglassbottles250ml1.81Dole Fruitj
54、uicejellyGreenGrape/lychee/orange/pineapple150g*8bag 10.65Dole FruitjuicejellyPeach/raspberry130g*3bag8.48 DoleSmoothie(FrozenFruitJuice)GreenGrape/orange/pineapple 62ml*8 4.33Table 11:Pepsi Cola key juice productsFRUIT JUICE JELLY 150G*8 BAGSMOOTHIE(FROZENFRUIT JUICE)62ML*8FRUIT JUICE JELLY 130G*3B
55、AG17China Juice Market Report 2024100%JUICE 330MLGLASS BOTTLES100%JUICE 1 LITRETETRA PACK100%JUICE 1 LITRE TETRA 2.7 BVI(WEI-CHUAN)HQ:HangzhouPublic companyEstablished in 1953Total revenue AU$4.34 billionProfit AU$1.195 billionGross profit AU$72.61 millionNet revenue AU$52.17 millionJuice brand:Weic
56、huan Daily C In 1953,Wei Quan Company was established in Taiwan.Hangzhou Weiquan FoodCo.,Ltd.was established in 2002.The factory is located in Hangzhou,Zhejiangand Langfang,HebeiIn April 2014,Daily C Carrot Fruit and Vegetable Mixed Juice won the MondeSelection Silver Award in 2014,while Daily C Ora
57、nge Juice and Daily C(Freshsqueezed)Citrus Lemon Juice won the Bronze Award in the same periodIn May 2014,Daily C Carrot Fruit and Vegetable Mixed Juice won two stars of the2014 International Flavor and Quality AwardHas online shop in major e-commerce platform,such as JD and TaobaoWebsite: ProductTy
58、pePackage Price(AUD/package)100%juiceFreshorangejuice/grapejuice/carrotjuice/applejuice1.6 litre5.83 100%juiceFreshorangejuice/grapejuice/carrotjuice/redbayberryJuice/StrawberryPeachCompoundJuice900ml3.59100%juiceStrawberryPeachJuice/PeachJuice/redbayberryJuice/OrangeJuice/CarrotJuice/lycheeJuice/Gr
59、apeJuice 300ml1.21Table 12:BVI(Wei-Chuan)key juice products18China Juice Market Report 2024FRESH ORANGE JUICEPEACH JUICECARROT JUICE RED BAYBERRYJUICESTRAWBERRY PEACHJUICEGRAPE JUICE19China Juice Market Report 20243.CONSUMER SURVEYIn association with this report,Asian Agribusiness Consulting conduct
60、ed aconsumer survey on juice consumption in China.The survey is based on 53respondents,49%male and 51%female.Among the 53 respondents,51 per cent were 20-35 years old,43%were between 36-50 years old and 6%were older than 50.CNY 50-10040%2009%Figure 13:China monthly expenses on juiceJust over 37%of r
61、espondents said they spent less than CNY 50(AU$10.50)eachmonth on juice products,while 39.6%said they spend between CNY 50 CNY 100(AU$10.50 AU$21)each month on juice products.20China Juice Market Report 2024Recomended by friends36%Store promotion29%Wechat14%Tik Tok12%Other social media9%Figure 14:Fa
62、ctors influencing juice purchases Peer-to-peer recommendations and store promotions are two of the maininfluences on Chinese consumers juice purchasing patterns,according to thesurvey.Social media holds 26%of peoples choices,in which WeChat and Tik Tokaccount 14%and 12%,respectively.350 ml49%250 ml1
63、7%2 litre15%Others13%1 litre6%Figure 15:Package size preferenceAccording to the survey,the 350ml bottleis the favourite size for juice packagingwith 49%of respondents preferring thispackage size.The 250ml bottle is also agood package size for juice.Glass bottle49%Plastic bottle34%Can15%Bag2%Glass bo
64、ttles were the mostpopular packaging format amongthe respondents,with just underhalf of the respondents nominatingthem as their preferred choice.Plastic bottles were also popular.Figure 16:Package preference21China Juice Market Report 2024Over 50%of survey participants said theywould purchase juice
65、based ondecorative packaging,indicating it is asignificant factor influencing thepurchasing decision.When asked their reason for purchasing juice,44%of respondents indicatedpersonal preference,while 33%chose juice for health and nutritional reasons.Yes60%No40%Figure 17:Does the appearance of the pac
66、kaging effect your purchasingdecision?Personal preference44%Health&nutrition33%Relieve heat and thirst22%Other1%Figure 18:Reason to purchase juice22China Juice Market Report 2024Refreshment26%Taste25%Health23%Concentration11%Brand8%Nutrition7%Slightly sweet57%Slightly acidic43%Yes92%No8%When asked a
67、bout the attributesthat draw them to purchasing juice,survey participants identifiedrefreshment,taste and health as themain attributes.Figure 19:Attributes in juice important to consumersAccording to the survey,43%of respondents prefer slightly acidic flavour and 57%ofrespondents prefer slightly swe
68、et flavour.Figure 20:Flavor preferenceFigure 21:Pulp juice preferenceOver 90%of consumers surveyedpreferred pulp juice.23China Juice Market Report 2024Huiyuan,Orchard Farmer and Minute Maid are the leading juice brands in theChinese market,according to the survey results.Huiyuan36%Orchard Farmer31%M
69、inute Maid29%Others4%Figure 22:Juice brand preferenceSupermarkets are an important sales channel for juice in China,with 44.4%ofrespondents purchasing juice from supermarkets,followed by convenience storesand online sales channels.Supermarkets44%Convenience store29%Online store19%Vending machine8%Fi
70、gure 23:Juice purchase channel24China Juice Market Report 2024Almost 30%of respondents said they bought orange juice when they purchsed ajuice product.Mixed juice,grape juice,lemon juice,apple jucie and watermelonjuice are also popular juice products in China.Orange29%Grape13%Mixed juice13%Lemon12%A
71、pple11%Watermelon10%Vegetable9%Other3%Figure 24:Juice type preferenceOver 50%of respondents usually drink juice on its own,while 25%of respondentssaid they preferred to drink juice in the afternoon with snacks.Drink juice alone55%Afternoon with snack25%With breakfast11%Figure 25:Juice drink behavior
72、With lunch9%25China Juice Market Report 2024When choosing juice,47%of survey participants expressed a preference for aproduct of domestic origin.A further 21%of respondents preferred New Zealandorigin,9%of respondents preferred Australia origin and 6%of respondents preferredUS origin.Domestic brand4
73、7%New Zealand21%Others17%Australia9%U.S6%Figure 26:Juice origin preference26China Juice Market Report 202427ENDACKNOWLEDGEMENTCitrus Australia would like to thank Asian Agribusiness Consulting and their in-market resources for their help in securing on the ground market intelligence andinsights pertaining to the juice industry.China Juice Market Report 2024