Consumers are increasingly interested in naturally-functional food and drinks. This increase in health consciousness, coupled with busy on-the-go lifestyles, has fuelled innovation around smart, nutrient-rich snacking solutions. Tapping into this trend, health-promoting juice shots provide a quick, natural boost of nutrition in small to-go bottles. Though still niche, the share of juice shots in total juice launches in Europe has increased sixfold over the past four years
Nordic countries take a leading role in innovation
Nordic countries, led by Denmark, take a prominent role in juice shot launch activity in Europe. Of all juices described as shots/boosters launched between October 2015 and September 2017 in Europe, 39% were launched in Denmark. Germany, Norway and Sweden follow with 13% of launches each. Repeatedly referred to as “the healthiest countries in the world”, Nordic countries put a strong focus on wholesome, nutrient-rich and naturally functional diets.