The Union Nationale Interprofessionnelle des Jus de Fruits (Unijus) is raising the alarm over a sharp decline in fruit juice consumption and is calling for a concerted effort to reverse the trend.
Fruit juice consumption has fallen by 20% between 2019 and 2024, with many consumers turning instead to still and carbonated beverages—particularly soft drinks, iced teas, and energy drinks, which are often laden with added sugar and additives. According to Unijus, this shift is contributing to consumer confusion and an alarming resurgence of scurvy, a disease caused by vitamin C deficiency. The organization is urging public authorities to address these concerns within the upcoming National Nutrition and Health Programme (PNNS) 2025-2030 framework.
Energy drinks surge by 9.4% in 2024
Sales data from NielsenIQ highlight the magnitude of the shift: fruit juice sales (both fresh and ambient) have dropped 20% in volume over the past five years and nearly 10% year-on-year. Meanwhile, energy drink sales surged by 9.4% in 2024, marking a significant consumer preference change. For every liter of fruit juice sold, three liters of sugar-laden, non-alcoholic beverages (excluding water) are now consumed.
In 2024, for the first time, sales of still non-alcoholic drinks surpassed those of fruit juices—a turning point that underscores the growing dominance of sugary alternatives.
Health concerns: Declining fruit juice intake linked to scurvy
Unijus emphasizes the health implications of reduced fruit juice consumption, citing a December 2024 study published in The Lancet. The research draws a direct connection between rising food costs and increased cases of scurvy among hospitalized children in France. According to the study, 56% of children who consume fruit juice meet their recommended daily intake of vitamin C, compared to just 19% of those who do not.
The next PNNS must recognize fruit Juices in nutritional guidelines
Unijus emphasizes that "it is now essential to distinguish between sweetened beverages (such as soft drinks and fruit drinks with added sugar) and fruit juices in dietary recommendations." The most recent PNNS (National Nutrition and Health Programme) fails to make this distinction, grouping fruit juices with sugary drinks. Consequently, fruit juices with a Nutri-Score C are treated the same as other sugary beverages rated Nutri-Score E. In response, Unijus urges authorities to acknowledge the nutritional benefits of fruit juices when consumed in moderation as part of a balanced diet. The organization advocates for the creation of a separate category for fruit juices in the next PNNS and calls for their inclusion as part of the "5 fruits and vegetables a day" recommendation.
The role of retailers and experts in supporting fruit juice consumption
Retailers play a crucial role in maintaining visibility for fruit juices on supermarket shelves. However, shelf space dedicated to fruit juices continues to shrink year after year*, allowing sugary drinks with little or no nutritional value to encroach on their place. This reduction not only blurs the distinction between fruit juices and other beverages but also fails to address public health concerns.
*According to Nielsen ScanTrack data (as of December 29, 2024, P1324), fruit juices experienced a significant reduction in shelf space (-393 cm) and a decline in the average number of product references. In contrast, still non-alcoholic beverages increased their shelf space by 242 cm in 2024.
The interprofessional organization denounces the persistent confusion between fruit juices and other fruit-based drinks. "Fruit juices are too often equated with sugary beverages like soft drinks or minimally fruit-based drinks, despite their natural nutrient content," the organization states. This misconception is further fueled by misleading media narratives that inaccurately describe "industrial fruit juices" as containing added colorings, preservatives, or sugars. In reality, French and European regulations strictly prohibit these practices. Whether 100% pure juice or juice from concentrate, fruit juices contain only the sugars naturally present in the fruit, without any artificial additives.
Emmanuel Vasseneix, President of Unijus, warns, "It's time to restore fruit juices to their rightful place, or we risk a surge in the consumption of soft drinks and energy drinks. Given their recognized nutritional value, fruit juices play a vital role in achieving the PNNS objective of five servings of fruits and vegetables per day."
For more information:
Unijus
23 Boulevard des Capucines
Paris, France
Tel: +33 01 47 42 82 82
unijus@unijus.org
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