FETHAS JUICE PRODUCTION COMPANY

Industrial analysis

The industry analysis shows that current consumption trends are favorable for the domestic juice market, especially for producers of particularly first class juices.  Total domestic and per capita juice consumption have increased each year since 1991.  Retail juice sales have increased 9.7 percent per year over the past five years.  The dramatic growth in retail juice sales can be attributed to the increasing popularity of premium juices.

Market analysis

The juice industry is highly fragmented and very competitive.  A small premium juice can expect competition from local, domestic, and international producers. However, most producers of juices are somewhat insulated from competitors outside the region because the majority of their sales are made out of the tasting room.  Thus, the proposed juice producers direct competitors will be other small juice producers. Recent increases in domestic juice consumption have enabled juice producers to expand their volume and product offerings.  The growth of the premium juice market has encouraged a number of producers to move up the quality ladder into the premium juice market where there are larger profit margins and double digit growth rates.  A number of new juice producers are also entering the market and the number of new juice producers will continue to increase with current consumption trends.

by

peter felister