Juice in Algeria

Euromonitor International
November 2023
JUICE IN ALGERIA Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2023 DEVELOPMENTS ............................................................................................................... 1
Degree of trading down among price sensitive consumers ...................................................... 1
Landscape dominated by domestic producers ......................................................................... 1
Growing awareness of fruit content in juices ............................................................................ 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 1
Positive growth over forecast period ......................................................................................... 1
Value for money drives volume sales ....................................................................................... 2
Home-made juices continue to dampen volume sales.............................................................. 2
CATEGORY DATA ....................................................................................................................... 2
Table 1 Off-trade Sales of Juice by Category: Volume 2018-2023 ........................... 2
Table 2 Off-trade Sales of Juice by Category: Value 2018-2023 .............................. 2
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023 ........... 3
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2018-2023 .............. 3
Table 5 NBO Company Shares of Off-trade Juice: % Volume 2019-2023 ................ 3
Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023....................... 4
Table 7 NBO Company Shares of Off-trade Juice: % Value 2019-2023 ................... 4
Table 8 LBN Brand Shares of Off-trade Juice: % Value 2020-2023.......................... 5
Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028 ............ 5
Table 10 Forecast Off-trade Sales of Juice by Category: Value 2023-2028 ............... 5
Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth
2023-2028 .................................................................................................... 6
Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-
2028 ............................................................................................................. 6

© Euromonitor International
JUICE IN ALGERIA Passport 1

JUICE IN ALGERIA
KEY DATA FINDINGS
▪ Off-trade volume sales rise by 2% in 2023 to 710 million litres
▪ Nectars (25-99% juice) is the best performing category in 2023, with off-trade volume sales
growing by 3% to 20 million litres
▪ Ibrahim & Fils Ifri is the leading player in 2023, with an off-trade volume share of 15%
▪ Off-trade volume sales are set to increase at a CAGR of 2% over the forecast period to 787
million litres

2023 DEVELOPMENTS

Degree of trading down among price sensitive consumers

Although juice is expected to register positive volume growth, there is expected to be a
slowdown in volume growth compared with the previous year. This slowdown is due to the
growing maturity of juice, coupled with declining disposable incomes driven by high inflation.
This is leading to a degree of trading down, with consumers more driven by price than quality.
This can also be seen in terms of packaging, with a shift from carton to PET, as PET is more
cost effective than carton. Indeed, PET has been becoming the most popular packaging format
for juice products in Algeria over brick liquid cartons.

Landscape dominated by domestic producers

The competitive landscape is dominated by domestic producers. The leading Algerian juice
offerings in terms of retail volume are Ifri (Ibrahim), Rouiba, Ramy (Taiba Food), and namesake
brands N’Gaous, SBC brands and Vitajus. These brands are all long established and enjoy high
levels of consumer recognition and brand loyalty. The dominance of local juice players is also
due to protectionist trade policies, which make it difficult for imported brands to gain volume
share. The strong competition incentivises frequent new product developments.

Growing awareness of fruit content in juices

Juice Drinks (up to 24% Juice) account for most volume sales, with 100% juice still remaining
niche. However, consumer's awareness is growing importantly about the difference of fruit
content between various offerings the Algerian consumer is increasingly paying attention to both
fruit and sugar content. Players are responding by offering juices with a healthier positioning,
such as 100% natural juices with no added sugar or offerings that are free from artificial
ingredients and colourants and also fortified with vitamins and minerals.

PROSPECTS AND OPPORTUNITIES

Positive growth over forecast period

Volume growth of juice will be supported by continued expansion of modern grocery retailers,
which will see the range of offerings grow and will also increase competition. Moreover, ongoing
population growth, active marketing promotion and numerous new product launches offering

© Euromonitor International
JUICE IN ALGERIA Passport 2

new flavours and different packaging and sizes will also drive growth. Food service will also
register higher volume growth over forecast period.

Value for money drives volume sales

As long as inflation remains high, consumers will continue to be price sensitive. This will have
an effect on purchasing decisions, with for instance a great proportion of larger packs being
bought from wholesalers. There will also be a degree of trading down to cheaper variants of
juice.

Home-made juices continue to dampen volume sales

The year-round availability and affordability of fresh fruit will remain a threat to juice as
consumers can easily prepare home-made juice, from cheap fresh fruit sourced themselves.
This also ties in with increasing health consciousness, as juice prepared from scratch is more
natural and healthier.

CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2018-2023

million litres
2018 2019 2020 2021 2022 2023

Juice 631.1 644.0 663.5 680.4 696.3 710.4

100% Juice 6.0 6.1 6.3 6.5 6.7 6.8
- Not from Concentrate - - - - - -
100% Juice
- Reconstituted 100% 6.0 6.1 6.3 6.5 6.7 6.8
Juice
Juice Drinks (up to 24% 607.9 620.2 638.6 654.8 669.9 683.4
Juice)
Nectars (25-99% Juice) 17.2 17.8 18.5 19.2 19.7 20.2
Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Off-trade Sales of Juice by Category: Value 2018-2023

DZD billion
2018 2019 2020 2021 2022 2023

Juice 48.4 52.1 56.6 61.9 68.9 75.4

100% Juice 0.7 0.7 0.8 0.9 1.0 1.1
- Not from Concentrate - - - - - -
100% Juice
- Reconstituted 100% 0.7 0.7 0.8 0.9 1.0 1.1
Juice
Juice Drinks (up to 24% 46.2 49.7 54.0 59.1 65.7 71.9
Juice)
Nectars (25-99% Juice) 1.5 1.6 1.8 2.0 2.2 2.4
Coconut and Other Plant - - - - - -
Waters

© Euromonitor International
JUICE IN ALGERIA Passport 3

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023

% volume growth
2022/23 2018-23 CAGR 2018/23 Total

Juice 2.0 2.4 12.6

100% Juice 2.3 2.8 14.8
- Not from Concentrate 100% Juice - - -
- Reconstituted 100% Juice 2.3 2.8 14.8
Juice Drinks (up to 24% Juice) 2.0 2.4 12.4
Nectars (25-99% Juice) 2.5 3.2 17.0
Coconut and Other Plant Waters - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Off-trade Sales of Juice by Category: % Value Growth 2018-2023

% current value growth

2022/23 2018-23 CAGR 2018/23 Total

Juice 9.4 9.3 55.9

100% Juice 9.9 9.7 58.5
- Not from Concentrate 100% Juice - - -
- Reconstituted 100% Juice 9.9 9.7 58.5
Juice Drinks (up to 24% Juice) 9.4 9.3 55.7
Nectars (25-99% Juice) 9.9 10.1 62.1
Coconut and Other Plant Waters - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Off-trade Juice: % Volume 2019-2023

% off-trade volume
Company 2019 2020 2021 2022 2023

Ibrahim & Fils Ifri 14.1 14.2 14.1 14.6 15.0

NCA Rouiba Spa 13.9 13.2 12.6 11.5 11.0
Taiba Food Co Sarl 9.5 9.6 9.5 9.9 10.1
N'gaous Conserves SpA 8.9 8.9 8.7 8.8 9.0
Setifis Bottling Co 6.7 6.7 6.6 6.7 6.8
VitaJus SARL 4.7 4.8 4.7 4.8 4.9
Société Nouvelle des 2.9 2.9 2.8 2.7 2.7
Boissons Gazeuses
Hamoud Boualem SpA 2.7 2.7 2.6 2.6 2.7
Marée Safir 2.3 2.4 2.3 2.3 2.4
Societe des Eaux de 2.1 2.1 2.1 2.1 2.1
Toudja Sarl
Cevital SpA 2.0 2.0 2.0 2.0 2.0
Fruital Coca-Cola SARL 1.4 1.4 1.3 1.3 1.3
Groupe Castel Algerie 1.1 1.1 1.1 1.1 1.1
Royal Srl 0.9 0.9 0.9 0.9 0.9
Others 26.7 27.4 28.7 28.6 28.0
Total 100.0 100.0 100.0 100.0 100.0

© Euromonitor International
JUICE IN ALGERIA Passport 4

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023

% off-trade volume
Brand (GBO) Company (NBO) 2020 2021 2022 2023

Ifri Ibrahim & Fils Ifri 14.2 14.1 14.6 15.0

Rouiba NCA Rouiba Spa 13.2 12.6 11.5 11.0
Ramy Taiba Food Co Sarl 9.6 9.5 9.9 10.1
N'Gaous N'gaous Conserves SpA 8.9 8.7 8.8 9.0
SBC brands Setifis Bottling Co 5.2 5.1 5.1 5.2
Vitajus VitaJus SARL 4.8 4.7 4.8 4.9
Tropico Société Nouvelle des 2.9 2.8 2.7 2.7
Boissons Gazeuses
Hamoud Jus Hamoud Boualem SpA 2.7 2.6 2.6 2.7
Lacnor (National Food Marée Safir 2.4 2.3 2.3 2.4
Products Co LLC)
TOUDJA Societe des Eaux de 2.1 2.1 2.1 2.1
Toudja Sarl
Tchina Cevital SpA 2.0 2.0 2.0 2.0
Jufre Setifis Bottling Co 1.5 1.5 1.6 1.6
Minute Maid (Coca- Fruital Coca-Cola SARL 1.4 1.3 1.3 1.3
Cola Co, The)
Minute Maid (Coca- Groupe Castel Algerie 1.1 1.1 1.1 1.1
Cola Co, The)
Royal Royal Srl 0.9 0.9 0.9 0.9
Others Others 27.4 28.7 28.6 28.0
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 NBO Company Shares of Off-trade Juice: % Value 2019-2023

% off-trade value rsp

Company 2019 2020 2021 2022 2023

Taiba Food Co Sarl 12.8 12.9 13.1 13.6 14.0

Ibrahim & Fils Ifri 11.5 11.6 11.9 12.3 12.7
NCA Rouiba Spa 13.4 13.1 12.8 11.8 11.2
Setifis Bottling Co 9.8 9.9 10.0 10.1 10.2
N'gaous Conserves SpA 9.2 9.3 9.3 9.5 9.6
VitaJus SARL 5.3 5.3 5.3 5.4 5.6
Marée Safir 5.0 5.0 5.0 5.1 5.1
Cevital SpA 3.3 3.3 3.4 3.4 3.5
Société Nouvelle des 3.0 3.1 3.1 3.0 3.0
Boissons Gazeuses
Societe des Eaux de 2.5 2.5 2.6 2.6 2.7
Toudja Sarl
Hamoud Boualem SpA 2.4 2.4 2.5 2.5 2.5
Groupe Castel Algerie 2.2 2.2 2.2 2.3 2.3
Royal Srl 1.7 1.7 1.7 1.6 1.6
Fruital Coca-Cola SARL 1.6 1.6 1.6 1.6 1.6
Others 16.4 16.1 15.5 15.2 14.4
Total 100.0 100.0 100.0 100.0 100.0

© Euromonitor International
JUICE IN ALGERIA Passport 5

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of Off-trade Juice: % Value 2020-2023

% off-trade value rsp

Brand (GBO) Company (NBO) 2020 2021 2022 2023

Ramy Taiba Food Co Sarl 12.9 13.1 13.6 14.0

Ifri Ibrahim & Fils Ifri 11.6 11.9 12.3 12.7
Rouiba NCA Rouiba Spa 13.1 12.8 11.8 11.2
N'Gaous N'gaous Conserves SpA 9.3 9.3 9.5 9.6
SBC brands Setifis Bottling Co 8.5 8.5 8.6 8.7
Vitajus VitaJus SARL 5.3 5.3 5.4 5.6
Lacnor (National Food Marée Safir 5.0 5.0 5.1 5.1
Products Co LLC)
Tchina Cevital SpA 3.3 3.4 3.4 3.5
Tropico Société Nouvelle des 3.1 3.1 3.0 3.0
Boissons Gazeuses
TOUDJA Societe des Eaux de 2.5 2.6 2.6 2.7
Toudja Sarl
Hamoud Jus Hamoud Boualem SpA 2.4 2.5 2.5 2.5
Minute Maid (Coca- Groupe Castel Algerie 2.2 2.2 2.3 2.3
Cola Co, The)
Royal Royal Srl 1.7 1.7 1.6 1.6
Minute Maid (Coca- Fruital Coca-Cola SARL 1.6 1.6 1.6 1.6
Cola Co, The)
Jufre Setifis Bottling Co 1.4 1.4 1.4 1.5
Others Others 16.1 15.5 15.2 14.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028

million litres
2023 2024 2025 2026 2027 2028

Juice 710.4 723.1 737.9 754.2 771.6 787.4

100% Juice 6.8 7.0 7.1 7.3 7.5 7.7
- Not from Concentrate - - - - - -
100% Juice
- Reconstituted 100% 6.8 7.0 7.1 7.3 7.5 7.7
Juice
Juice Drinks (up to 24% 683.4 695.5 709.6 725.2 741.8 756.8
Juice)
Nectars (25-99% Juice) 20.2 20.6 21.1 21.6 22.3 22.8
Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 10 Forecast Off-trade Sales of Juice by Category: Value 2023-2028

DZD billion
2023 2024 2025 2026 2027 2028

© Euromonitor International
JUICE IN ALGERIA Passport 6

Juice 75.4 75.6 75.8 76.1 76.3 76.2

100% Juice 1.1 1.1 1.1 1.1 1.1 1.1
- Not from Concentrate - - - - - -
100% Juice
- Reconstituted 100% 1.1 1.1 1.1 1.1 1.1 1.1
Juice
Juice Drinks (up to 24% 71.9 72.0 72.3 72.6 72.7 72.5
Juice)
Nectars (25-99% Juice) 2.4 2.5 2.5 2.5 2.5 2.5
Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028

% volume growth
2023/24 2023-28 CAGR 2023/28 Total

Juice 1.8 2.1 10.8

100% Juice 2.0 2.4 12.6
- Not from Concentrate 100% Juice - - -
- Reconstituted 100% Juice 2.0 2.4 12.6
Juice Drinks (up to 24% Juice) 1.8 2.1 10.7
Nectars (25-99% Juice) 2.1 2.5 13.1
Coconut and Other Plant Waters - - -
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

% constant value growth

2023/2024 2023-28 CAGR 2023/28 Total

Juice 0.2 0.2 1.0

100% Juice 0.6 0.6 3.3
- Not from Concentrate 100% Juice - - -
- Reconstituted 100% Juice 0.6 0.6 3.3
Juice Drinks (up to 24% Juice) 0.2 0.2 0.9
Nectars (25-99% Juice) 0.6 0.6 3.1
Coconut and Other Plant Waters - - -
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International