The global market for Fruit & Vegetable Juices is projected to reach US$199.3 billion by the year 2027, trailing a post COVID-19 CAGR of 2.1% over the analysis period 2020 through 2027. Driven by their ability to enhance immunity, people are placing significant impetus on consuming vitamin and mineral-rich foods and beverages. Fueled by increasing demand, companies are including seed milk, smoothie, and juices under their portfolio of nutrient-rich food products. Consumption of Vitamin C and A-rich diet offers protection from various viruses as well as infections. There is currently no evidence to prove effectiveness of Vitamin C in preventing corona virus transmission. However, various researchers are hopeful of using intravenous (IV) infusion of vitamin C as an effective technique for treating COVID-19 patients. Oranges and grapes comprise sufficient quantities of vitamin B-6, vitamin B-9, and zinc that enable body to quickly recover from cold and fever. Consuming carrots, oranges, and apples ensure protection from various harmful bacteria and viruses. To address rising health concerns, Minimalist Baker introduced three root vegetables juice. The natural beverage strengthens immune system, along with treating various inflammatory symptoms such as runny nose, body aches, and coughs. The juice comprises vitamin B-6, vitamin B-9, and vitamin C that are especially beneficial for persons suffering from rheumatoid arthritis.

Tomatoes are rich source of vitamin B-9, vitamin B-6, vitamin C, magnesium, and potassium that decreases risk of contracting serious ailments. Driven by various advantages associated with its consumption, Simply Recipes launched natural tomato juice recipe. Consuming Vitamin D through sunlight, supplements, and diet minimizes risks of contracting respiratory infections such as flu and pneumonia. Consequently, several healthcare practitioners are advising people to increase intake of probiotic-rich Greek yogurt and milk. Strawberries, oats, and kiwis comprise sufficient quantities of vitamin B-9, vitamin K, and Vitamin C. Several companies introduced vitamin C- rich strawberry and kiwi juices under their range of natural beverages. In order to tap the available opportunity, Feel Good Foodie launched its recipe for preparing strawberry mango smoothie. Watermelon is a rich source of arginine and vitamin C that improves immunity as well as offers relief from muscle soreness. Driven by various health benefits associated with its use, various companies are now offering watermelon mint juices. Consumption of pumpkin seeds enhances bone strength, mental health, improves hair and skin features. Pumpkin seeds are an effective source of zinc that improves immunity and decreases inflammation. Scientists in Australia are undertaking research for ascertaining efficiency of zinc in treating various respiratory ailments including COVID-19. Consuming vegetable green juices enhances immune system, thereby ensuring protection from cold and fever. Green apple, lettuce, and kale based vegetable juice offers sufficient quantities of vitamin A, vitamin B-9, and potassium, and magnesium for consumers.

Driven by increasing concerns for maintaining a healthy lifestyle, demand for nutritional drinks, smoothies, and juices is exhibiting a significant increase. Restrictions on restaurants, hotels, fairs, and large events in several countries are leading to an almost zero demand for items that are mostly consumed outside home. Consequently, several suppliers that deliver to restaurants, hotels, work canteens, and airlines, among others are witnessing drastic decline in their orders. The world is witnessing a huge transition in regards to the places wherein people prefer eating and sourcing food; a well as the product designs and types that the consumers prefer to purchase. Also, in the fruit juice segment, consumers are likely to opt for one-liter juice boxes instead of on-the-go smoothies. Processors are likely to benefit the most by transitioning production towards sales channels and products that address at-home consumption. While juices have evolved to become a choice of beverage across the globe due to the presence adequate nutrients such as minerals, antioxidants and vitamins, these products lack fibers that are generally found in fruits or vegetables. Fruit and vegetable juices market is also being restrained by the increasing demand for substitute beverages, such as carbonated soft drinks, particularly among younger consumers, and growing concerns about the quality and origin of fruits and vegetables that are used for preparing juices are other major challenges confronting the market. The lack of proper manufacturing practices has the potential to reduce the nutritional value of fruits/fruit juices, and also result in food-borne pathogens, microbial growth and related complications. There are set standards in some countries for the highest permissible level for microbes in fruit juices, fruits and related products. While in some developed countries, quality of these products is strictly maintained in conformance to regulations, the same is not seen in several developing nations.