The beverage industry is going through big changes. Declining alcohol consumption, combined with the rise in health and wellness, has opened the door to innovation and new product development across the sector, creating a boom in the functional beverage sector.
And one of the biggest successes in this space – super juices.
What are super juices?
As you might have guessed, super juices are more than just regular fruit and/or vegetable juices. They’re nutrient-dense beverages, formulated with a blend of antioxidants, adaptogens, and functional ingredients aimed at supporting overall wellness.
“While traditional juices typically focus on delivering vitamins and hydration, super juices incorporate additional components that can help boost immunity, reduce stress, or enhance energy levels,” says Kelley Akamine, director of marketing at Perricone Farms.
And brands have been quick to embrace the movement.
Marks & Spencer launched Red Grape, Blueberry and Blackcurrant Super Juice, containing PromOat, the oat beta glucan soluble fibre ingredient from Swedish company Biovelop AB. The new launch claims to contain cholesterol-lowering properties.
And British start-up, NinJu, was specifically founded to create super juices for kids, containing fruits and vegetables, as well as vitamins and minerals to support healthy development.
“Realisation of how staggeringly bad the statistics around child obesity and lack of physical activity are – we decided to do our bit to change it and our message is loud and clear… epic cartons of juice, packed with goodness, that don’t compromise on taste,” say founders David Blackman and Aaron Rowe.
Meanwhile smoothie megabrand, Innocent, has its range of super juices, including Apple, Pear and Cucumber, Raspberry and Cherry, and Orange and Blood Orange. The range contains B1, B2, B3, B4, B6 and E.
Rise of the super juice trend
The non-alcoholic drinks market, encompassing everything from non-alcoholic beers, wines and spirits to super juices, protein shakes and kombuchas, is growing at a rate of knots, amassing a global market value of $1.65tn (€1.49bn) in 2025 (Statista).
“The non-alcoholic sector is growing rapidly as consumers seek out healthier, more mindful beverage options,” says Perricone Farms’ Akamine.
Consumer demand for beverage products, with added benefits, has led to a surge in sales of functional drinks, taking the market to a global value of $204.8bn, with a projected CAGR of 7.1% over the next five years (Grand View Research).
Added to that, Akamine notes the growth of the premiumisation trend, is further boosting super juice sales.
“Products are expected not only to quench thirst but also to provide a unique and elevated experience,” says Akamine. “We’re seeing greater experimentation in flavour profiles and the blending of wellness benefits into beverages.
And they’re not just being drunk alone, Akamine observes that super juices are becoming a popular base for mocktails.
Future of the super juice trend
The projected trajectory for the super juice category is up, powered by increasing demand and exciting new product launches in the space.
“As consumers increasingly prioritise holistic health and convenience, there will likely be more innovation in functional ingredients and formulation. Functional juices offer additional ingredients consumers want from a beverage,” says Akamine.
And when it comes to what ingredients consumers want, antioxidants and anti-inflammatories, such as ginger, turmeric and berries, top the list. Adaptogens are also in high demand, with consumers actively seeking products containing, lion’s mane, ashwagandha, and ginseng. Additionally, vitamins and minerals from superfoods like kale, spinach, and even some exotic fruits are being integrated to enhance the health profile of these beverages.
