Consumers are choosing healthier beverages with fewer ingredients, leading to increased fresh juice purchases in the US, FreshFruitPortal notes.
Megan Dyer, key accounts and beverage director at food technology and solutions company JBT Marel, notes that as long as wellness remains a priority for shoppers, this trend will continue to carry on throughout 2026.
“Fresh juice is growing quickly because it aligns with what consumers value most today: authenticity, health, and simplicity,” she explained. “People want beverages made with real, recognizable ingredients and expect transparency in what they drink. Fresh juice also fits well with on-the-go lifestyles.”
Dyer added that operators are expanding fresh juice availability in hotels, restaurants, and convenience stores. JBT Marel is one of the few companies prioritizing fruit juice equipment for retailers to support this growth.
“The market has seen about two percent growth in sales and four percent growth in product launches over the past five years,” she explained. “And, it is projected to reach approximately $231 billion by 2030, growing at roughly 6.4 percent annually.”
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Fresh juice market’s favorites
This growth reflects rapidly evolving consumer expectations for fresh juice, Dyer explained. However, these demands can also present challenges for the industry.
The expert noted that natural, fresh-squeezed juices are often more expensive than other beverages, which may discourage retailers and restaurants from offering them and buyers from purchasing.
However, if the product appeals to health-conscious consumers, they are likely to seek it out and return. The executive emphasized that for this to happen, the beverage must feel natural and offer convenience without compromising quality.
In terms of popularity, citrus juices—especially orange juice—remain the top choice. Dyer explained that OJ offers the big three: fresh taste, nutritional value, and strong consumer recognition.
“Orange juice is a staple in foodservice and retail, and its familiarity makes it an easy choice for operators,” the executive explained. “We have seen strong demand for fresh citrus juice from a new segment of operators: smaller restaurants, cafés, and convenience stores that previously did not have the space or need for larger machines.”
Beyond citrus, the executive noted increasing consumer interest in juice blends, which provide health benefits, variety, and added functionality.
“Mixed-fruit juices are gaining popularity, and cold-pressed juice continues to grow, driven by its perceived freshness and nutrient retention,” she added. “We are also seeing increased interest in functional blends, which combine fruits with ingredients like ginger or turmeric for additional health benefits.”
This shift toward beverages that offer both flavor and wellness is not slowing anytime soon, she added, and is also driving industry innovation.
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