In last year’s pressed organic juice trends post, I asked owners of juice companies from the U.S., Latin America and Europe what they thought would be popular in 2016.
For 2017, I have decided to take a slightly different approach. Instead of people who are running a pressed juice business on a day-to-day basis, I reached out to a different group of individuals – experts who write about or consult with the industry – to get their take on where things are heading in the juice world.
Here’s a fascinating look at the top pressed organic juice trends for 2017.
Greg Fleishman – Co-Founder and CEO of Purely Righteous Brands: I see a few key juice trends for 2017. First, as consumer demand for ultra-clean, earth-healing food & beverages continues to build, look for Demeter Biodynamic® certified drinks to rocket up. Second, adrenal fatigue – a major issue in this country – affects metabolism, the immune system, sleep patterns and more. Look for beverages that formulate around adrenal function and hormone optimization. Lastly, over-connected/over-stimulated lives combined with an increased consumer openness to herbal remedies that enable effective, restorative sleep patterns will show up next year in force. Expect beverages containing valerian root, melatonin, and 5-HTTP/Tryptophan.
Vani Hari – Creator of FoodBabe.com and best-selling author of The Food Babe Way: Convenience! The trend for 2017 will save people time. Consumers love the way green juicing makes them feel, but the amount of produce you have to buy and time it takes to make a juice gets people to fall off the wagon quickly. New, automated juice delivery services and no clean-up juicers, such as Juicero, continue to provide innovations to the masses for convenience sake.
John Craven – Founder and CEO of BevNet: I see two key juice trends for 2017. First, the juice itself will follow a “less is more” approach. Specifically, less in terms of sugar content and price point, which, in many cases, work hand in hand. Even though the sugar content is typically from fruit rather than added refined sugars, we’re still seeing demand shift towards lower calorie/sugar products. In addition, the price point that most consumers are willing to stomach is definitely continuing to be under $10 a bottle. So, I expect to see plenty of innovation in 2017 that satisfy both of these requirements.
Second, the juice bar that only sells juice is going to go the way of the dinosaur. In retail, the most profitable and successful models tend to require all-day foot traffic. Exclusively selling juice just doesn’t do that, so you’re going to see most juice bars add complementary lines of business, such as healthy food or coffee. This isn’t a new concept — companies like Juice Press are doing this quite well — but it’s going to shift towards the norm as we’re continuing to speak with juice bar operators that are exploring how to evolve their business.
Rebecca Willa Davis – Deputy Editor of Well+Good: Call it the East Coast influence on the Cali-born wellness scene, but in 2017 we’ll see more juice spots offering up hot drinks, tonics, and elixirs alongside their colder counterparts.
Alan Lewis – Director of Special Projects at Natural Grocers by Vitamin Cottage: Modifying juice ingredients, to adjust the balance of different microbial populations in the biome, is on the horizon. This might mean reducing nutrients that cause one type to overpopulate or to increase nutrition for certain other beneficial bugs. Once the science of diagnosis of the biome is figured out, “probiomic” will be the new buzzword in juicing. A reasonably well-trained juicer will be able to make potions that have a verifiable effect on some conditions, such as improving one’s mood.
Paul Baudier – Founder and Pressed Juice Consultant at Pressed Juice LLC: More and more people are looking for an alternative to alcohol in order to take the edge off from a long day at work. And what they are finding is CBD (cannabinoid), which has been proven to relieve stress, anxiety and depression.
CBD is currently being used in pressed juices, chocolate, extracts and many other items. In 2017, I expect to see an increasing amount of juice shots and salad dressings at juice bars formulated with CBD.
Joyce Longfield – HPP Consultant: Food as medicine is on the rise as consumers are moving away from relying on supplements. However, there are some supplements which can be truly beneficial, such as collagen. Due to collagen’s growing popularity with consumers, I see pressed organic juice companies and organic juice bars creating drinks around this one ingredient. Although collagen is primarily an animal source, there are marine collagens available, something particularly important since most juice companies have a plant-based approach.
Dwight Richmond – Vice President at C.A. Fortune: I think there are several juice trends that will continue into 2017. I feel that consumers will still look to find the lowest sugar options that offer the most complete nutrition. Brands will lower their bottle size to the 10-12 ounce ranges to compete in a growing, aggressive market, and we’ll see the merging of kombucha or vinegar-based beverages with juice, delivering the benefits of both beverage occasions.
More savory juices are this coming year, along with on-the-go “liquid cuisine” options, which offer protein and other nutritional/functional benefits. Lastly, I think that organic cane juice could be the next coconut water, leading the emerging trend of South American (Brazilian) style juice bar beverages this summer.
Charlie Wettlaufer – VP of Sales & Marketing at Goodnature: Cold-pressed juice is going to become more of a commodity in 2017, rather than a hard-to-find product. You will start to see fresh cold-pressed juice offered at your local grocery stores, cafes, and restaurants at a lower price point than we have seen in the past.