Market Assessment

Title of Invention:

Short title

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1. Technology Overview
Historically, high intake of sugars, salt, saturated and trans-fatty acids, and low intake of fibers,
vitamins, and essential minerals affect the nutritional state of populations. These habits are the main
causing problems of non-transmissible chronic-degenerative diseases. To reduce the risk of such illness,
the development of new food products that contain biologically active substances is largely explored [1]
and probiotification of foods is one of the methods used to produce such new functional foods.
Probiotics represent the group of functional foods, which are defined as live microbial feed that
provides an intestinal health benefit to the host. A number of in vitro and in vivo studies are available
which proves the benefits of probiotic foods for humans by maintaining or improving their intestinal
microflora [2]. These micro-organisms have numerous health promoting effects such as improves
lactose metabolism [3], prevents intestinal tract infections and enhance immunity [4], reduces serum
cholesterol level [5] stimulates calcium absorption, synthesis of vitamins (vitamin B, nicotinic acid, and
folic acid) [6], improves protein digestibility and counteracts the effects of food-borne pathogens [7].
Probiotic products have to be made available for consumers who suffer from food related disorders like
lactose intolerance, so they do not have to abandon benefits of probiotics. This need has led to
development of probiotic products from various food matrices including fruits and vegetables. Fruits
and vegetables have been suggested as suitable media for cultivation of probiotics because they
inherently contain essential nutrients; high amounts of vitamins, mineral and polyphenolic compounds,
free from allergens and easily available with attractive appearance and taste [8].

Figure 1: Summary of the development and production plan for Carrot Juice from
fermentation to the market.

Nowadays the concept of nutrition has changed from food providing energy for our body to diets that

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 deliver physiological benefits in management and prevention of diseases. Guarantee of well-being for
the consumers demands balanced nutritional intake for the metabolism of the human body to prevent
deficiency or excess of certain components and for enhancement or restoration of a balanced immune
system. Subsequently, the idea of functional food was preceded from the above-mentioned
conception. Foodborne diseases (FBDs) are a major public health concern and an important cause of
morbidity and mortality globally. The clinical presentation of FBDs most commonly takes the form of
gastrointestinal symptoms. Whilst unsafe food is a global health threat, vulnerable groups (including
infants, young children, the elderly, pregnant women and people living in rural areas) are most at risk
for severe FBD. The World Health Organisation reported that in 2010 Africa had the highest FBDs, with
over 91 million people falling ill and 137 000 deaths annually. Diarrhoeal diseases are responsible for
70% of FBDs burden. The National Institute for Communicable Diseases in South Africa reported that
there were 327 FBD outbreaks reported from January 2013 to December 2017, causing illness in 11
155 individuals, with 8 680 hospital visits, 494 hospital admissions and 49 deaths. KwaZulu-Natal
Province reported the most outbreaks (141/327, 43.1%), followed by Gauteng (63/327, 19.3%) and
Mpumalanga (40/327, 12.2%) provinces.Therefore the food and beverage market is evolving moving
from products with different preservatives towards more natural and healthy products that provide
essential nutrients and are able to maintain a healthy gut microbiome. In the case of beverages, the
consumer is therefore asking not only for a refreshing beverage but also a beverage with a purpose,
either helping to restore vitamin depletion over a long-working day, give an energy boost for late-
working hours or to even aid in maintenance of the intestinal flora. Probiotics are defined as live
microorganisms that belong to the natural flora with no pathogenicity and beneficially affect human
organisms through their effects in the intestinal tract. Physiological effects related to probiotic bacteria
include the reduction of gut pH, production of some digestive enzymes and vitamins, production of
antibacterial substances, reconstruction of normal intestinal microflora after disorders caused by
diarrhoeas, antibiotic therapy and radiotherapy, stimulation of immune functions as well as
suppression of bacterial infections. Carrots and ginger are highly nutritious, rich in fiber, and packed
with essential vitamins and minerals.

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 1.1. Technology Description
Development of fermented carrot and ginger (CarroG) juice as an important constituent of a
healthy diet. And this will be achieved by fermenting carrot and ginger naturally with an intention
to isolate and characterize the immunomodulatory profile of the novel candidate probiotic strain
from our product. We will ultimately introduce fermented CarroG juice as an important
constituent of a healthy diet.

1.2. What problem does the technology solve

Currently South Africa and the rest of sub- Saharan South Africa has a high burden of non-
communicable diseases such as such as diabetes, and cardiovascular diseases which are
largely influenced by lifestyle choices. In addition, foodborne diseases (FBDs) are a major
public health concern and an important cause of morbidity and mortality globally. The
clinical presentation of FBDs most commonly takes the form of gastrointestinal symptoms.
Therefore the food and beverage market is evolving moving from products with different
preservatives towards more natural and healthy products that provide essential nutrients
and are able to maintain a healthy gut microbiome.

1.3. Unique features and benefits of the propose technology

 Improves protein digestibility and counteracts the effects of food-borne pathogens
 Highly nutritious, rich in fiber, and packed with essential vitamins and minerals.
 Stimulation of immune functions
 Can be consumed by individuals who are lactose intolerant therefore they do not have to
abandon the benefits of probiotics
 Antioxidant activity which can reduce the risk of many diseases (including heart disease and
some cancers)
 Antibacterial activity against common intestinal pathogens
 Aid in maintenance of a healthy gut microbiome

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 1.4. Value proposition

1.5. Potential Application

1.6. Stage of development

The following has been achieved to date:
Performed trail fermentation runs for the carrot juice
Standardized and optimized the fermentation process of the carrots juice
Product characterization (Safety & defining the probiotic content)

Remaining activities will be packaging and launching of the production for

commercialisation. If possible also partnering with the national food
security department.
Technology Readiness Level: 6

2. Market
2.1. Market Definition
Vegetable juices plays a crucial parts of a healthy diet and when consumed
in moderation and balance, my aid in prevention of serious ailments such as
cancer and cardiovascular related diseases. There is increasing consumption
of vegetable juice worldwide as young generation consumers are increasingly
inclined towards healthy food and beverages owing to their nutritional values,
juice derived from vegetables are high in phytonutrients, phenols and
antioxidants that improve blood circulation and help eliminate free radicals
from the body and strengthen the immune system. Owing to such factors
manufacturers are focusing on innovating a range of vegetable juice blends
with fruit, herbs, and spices to capture the growing demand and achieve a
competitive advantage in the market. The development and introduction of

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 novel products into the market are likely to be influenced by the growing
number of health-conscious consumers and rising public awareness
regarding the advantages of clean-label products and organic vegetables for
health. Further, the outbreak of covid-19 has affected people’s behavior to a
great extent as people have shifted towards natural and organic food and
beverage products with the presence of healthy ingredients, and for that, they
are willing to spend more. Additionally, the introduction of vegetable blend
juices has enticed fresh entrants and has had a significant positive impact on
the industry due to the additional nutritional quantities associated with it.
Since these products add nutritional value, they are preferred by a large
percentage of people. Hence, the above-mentioned factors have provided
consumers with a wide range of options to choose from, thereby driving
market growth.

2.2. Market size and share

The Global Vegetable Juice Market is projected to grow at CAGR of 7.3%
during the forecast period, 2023 to 2029.

North America is the largest market in vegetable juice since people there
favor healthy eating and active lifestyles. Additionally, consumers' preference
for a better lifestyle is a result of the region's rising health consciousness.
The market is driven by various factors such as a larger portion of the North
American population has benefited from wellness and health trends, thus,
manufacturers are anticipated to change their product lineups over the
forecast period as a result of consumers' willingness to customize juices and
beverages to suit different dietary needs, lifestyles, of different age groups.

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 Since vegetable juices boost insulin levels to the same degree as some fruit
juices do with zero sugar content thus, they are a major force in the North
American juice market. In the United States, there is a rising trend toward
vegan food products thus, the consumption of leafy vegetable juice such as
spinach, pineapple, cherry tomato, cilantro, or celery with hemp seeds mixed
with juice, beetroot juice, or carrot juice mixed with seeds and herbs are
becoming increasingly on-demand as these ingredients are a strong source
of high protein, minerals, vitamins and are most nutritious when consumed
raw in the form of juice.
2.3. Market segment
The global vegetable juice market can be segmented by product type,
category, packaging, distribution channel, and geography. By product
type, the market is segmented into carrot, spinach, kale, and other product
types. By category, the market is segmented into cold-pressed and
conventional. By packaging, the market is segmented into bottles, cans, and
others. Based on the distribution channel, the market is segmented into
supermarkets and/or hypermarkets, convenience stores, online retail stores,
and other distribution channels. The market for vegetable derived juice have
emerging and established economies across the world comprising of North
America (United States, Canada, Mexico), Europe (United Kingdom,
Germany, Italy, France, Spain, Russia), South America (Brazil, Argentina),
Asia-Pacific (India, China, Japan, Australia), the Middle East and Africa
(South Africa, Saudi Arabia).

2.4. Market trends and drivers

Growing popularity among consumers for cold-pressed vegetable juices,
which retain the vitamins, minerals, and fiber that were not present in
conventional juice production, is expected to have a positive impact on the
growth of the global vegetable juice market. There is a current resurgence of
ketogenic diets, which restrict carb intake to less than 50 g per day and
encourage the consumption of more vegetables and fruits. Furthermore, with

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 the increasing number of diabetic patients worldwide eating well and
maintaining a healthy weight has always been an important part of their lives.
According to the American Diabetes Association (ADA), low-carb green
vegetables such as broccoli, cucumber, kale, and spinach are recommended.
As just a result of the presence of huge nutrition and antioxidants that helps
to boost immunity and health, the demand for cold-pressed vegetable juices
has increased. Further, a large set of people are skipping snacks and opting
for on-the-go snacks with better nutritional benefits. Consumption of
vegetable juice helps to ease the strain of detoxification thus, consumed
widely.

2.5. Key Industry Players Potential licensees and partners

 The Coca-Cola Company
 Naked Juice Company (PepsiCo., Inc)
 Hoogesterger
 AllWellO
 Campbell Soup Company

3. Competitor analysis
The global vegetable juice market gain a competitive edge with a huge presence
of various regional and international manufacturers offering organic and
chemical-free vegetable juice owing to the rising adaption of a healthier lifestyle.
The major players operating the vegetable juice products in the global market are
Naked Juice Company (PepsiCo., Inc.), Dr. Pepper Snapple Group, Campbell
Soup Company, Eckes Granini Group, and The Coca-Cola Company, among
others. Leading vegetable juice producers are concentrating on extending their
reach across the regions globally by adding new items to their line-ups.

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 Additionally, they have used inorganic techniques like forming strategic alliances
with already existing players and major players have strengthened their hold over
online and offline marketing with a range of products.

4. IP protection strategy
Trade Secrete or Know-how.

5. Route to market

6. Recommendation

Recent Developments in Vegetable Juice Market

 In March 2021, Naked Juice, a brand of PepsiCo, declared they have

inaugurated a rainbow machine, which is a nutrient-dense juice
made from mangoes, bananas, kiwis, blueberries, and blackberries.

 In October 2021, Just Juice It, a Food and Beverage company that
deals with organic juice declared the launch of its new range of
cold-pressed vegetable juice shots of two variants beetroot shot
and sprouted broccoli juice.

 In April 2020, Rugani Juice launched its ABC Juice, made from fresh
carrots, apples, and beetroot. The juice is high in beta-carotene
and has no added sugar. The product is available in two pack sizes:
330ml and 750ml.

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7. References

https://www.mordorintelligence.com/industry-reports/vegetable-juice-market

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