The evolution of fruit juice market and Codex issues of interest for AFJA Tuesday, Sydney AFJA meeting Secretary-General of the IFU
The International Federation of Fruit Juice Producers (IFU) Secretary-General of the IFU 2
History The IFU was created in 1949 by the main fruit juice producers' organisations of the European countries. After more than 50 years of existence, IFU has now a worldwide membership with 66 members from 5 continents. 33 different countries are represented in IFU such as Argentina, Australia, Brazil, China, the EU countries, New Zealand, Russia, South Africa, USA, etc. The IFU Secretariat is located in Paris, France. Secretary-General of the IFU 3
Organisation chart The Assembly of Delegates is the highest IFU Authority in which all our 66 members are represented. It has the power to elect the IFU President, the members of the Executive Committee, the Chairperson and Vice-chairperson of the Advisory Board, the Chairperson and Vice-chairperson of the different Commissions and the Accounts Auditors. The Advisory Board recommends guidelines, medium and long term strategies to the Executive Committee which executes the current affairs of the IFU and decides on the forwarding this to the Assembly of Delegates, for final decision and approval. Secretary-General of the IFU 4
Mission statement Represent the worldwide fruit juice interests as an NGO at Codex, WTO and WHO, beside the governmental and intergovernmental organisations. Act as an information and communication center/facilitator. Harmonize standards and practices for juice products and producers Coordinate scientific activities to benefit the fruit juice industry, worldwide. To be the accepted forum for discussion on any international juice related matter. Secretary-General of the IFU 5
CODEX ISSUES OF INTEREST FOR AFJA Secretary-General of the IFU 6
1) Mandarine (Tangerine) under the Codex regulation is permitted to be added to orange juice, up to about 10%. If it is added does it need to be listed in the ingredient listing? Codex General Standard for fruit juices and nectars mentions under heading «fruit juice» (7.2.1) that a single juice is obtained from one kind of fruit. A mixed juice is obtained by blending two or more juices or juices and purées, from different kinds of fruits. In this case (cf 7.1.1.7) a product description must be given by mentioning the names of all fruits used in descending order of the volume of fruit or purée used. Lemon is the only exception provided for (7.1.1.7 30). Subject to national legislation of the importing country, the juice from Citrus reticulata and or hybrids with reticulata may be added to orange juice in an amount not to exceed 10% of soluble solids of the reticulata to the total soluble solids of orange juice (3.1.2). Only in this case orange juice can keep its product definition of single juice. Secretary-General of the IFU 7
2) Natural flavours are they permitted to be added to «Not from Concentrate Juice»? Codex General Standard for fruit juices and nectars mentions at page 7 (Footnote 1) «Introduction of aromas and flavours are allowed to restore the level of these components up to the normal level attained in the same kind of fruit». This footnote refers to both product definition fruit juice and concentrate fruit juice. It is only allowed to restore aromas which were taken away from fruits during processing. Secretary-General of the IFU 8
3) Brix standards for orange juice Codex is the Food Law of the WTO - so the impacts of the outcome of the discussions to be held in Brazil this October, around the world could be quite large. The Codex Task Force for Fruit Juice will be reviewed in October, in Brazil, for the completion of the Fruit Juice Standard. Of interest to AFJA is what will be the outcome of the new standard for orange juice. Currently it is at 10 brix and the outcome looks to be in a range between 11.5 12 brix. Secretary-General of the IFU 9
The IFU and the evolution of the juice market Secretary-General of the IFU 10
The evolution of the juice market 1) A mature market in developed countries (USA Western Europe) 2) A demand forecasted to double in less developed nations by 2020 3) An increase which could be held back by cost of drink packaging in less developed countries where fresh alternatives are available. Secretary-General of the IFU 11
Global Fruit Juice/Nectars Market 1996-2003 Billion litres Source: Zenith International 40 35 30 25 20 15 10 5 0 1996 1997 1998 1999 2000 2001 2002 2003e Secretary-General of the IFU 12
Throughout the 1990s, US per capita consumption of fruit drinks increased, while fruit juice per capita remained mostly flat 10 9 8 7 6 5 4 3 2 1 0 4,7 9,1 5,7 U.S. Fruit Beverage Market Fruit Drink vs. Fruit Juice Per Capitas (gallons per person) 9,1 6,2 8,8 6,0 1992 1994 1996 1998 2000 2002 2003P 9,1 6,1 9,1 6,2 8,8 6,2 8,7 Fruit Drinks Fruit Juice Source: Beverage Marketing Corporation Secretary-General of the IFU 13
Market Development Juice & Nectars West Europe (in Mio. Liters) Source: Canadean / Döhler Market Research Changing rate: + 5,5 % 9 990 8 744 8 924 9 178 9 356 9 473 1998 1999 2000 2001 2002 2003 Secretary-General of the IFU 14
Market Development Juice & Nectars in East Europe (in Mio. Liters) Changing rate: + 11,1 % Source: Canadean / Döhler Market Research 3 813 3 432 2 954 2 181 2 129 2 422 1998 1999 2000 2001 2002 2003 Secretary-General of the IFU 15
The evolution of the juice market 4) A potentially threatened product image: The image of a natural and healthy product might be damaged by WHO technical report series 916 «Diet, Nutrition and the Prevention of Chronic Diseases» which mentions that fruit juices are foodstuffs which may cause obesity and tooth decay in children and adults. Secretary-General of the IFU 16
The evolution of the juice market 5) Ever more demanding standards of manufacturing and packaging in Codex regulations a limited number of authorized additives, processing aids and enzymes a setting up of authorized maximum residue limits for biological contaminants and limited number of chemical residues. Secretary-General of the IFU 17
The evolution of the juice market 6) Other beverages that can contain juice: Bottled water Low calorie carbonates Juice drinks Fruit flavoured drinks Dairy products Secretary-General of the IFU 18
The IFU is becoming more effective. Secretary-General of the IFU 19
1) By better representing the fruit juice industry at an international level: What has already been done Tracks to the future Organisation of workshops, international congresses (IFU Congress 2005 in Beijing), symposia (IFU Symposium 2003 in Moscow IFU Symposium 2004 in Stuttgart) Participation in Codex Commissions meetings (Task Force on Fruit and Vegetable Juices Codex Committee on Food Additives and Contaminants -Codex Committee on Food Labelling where health claims issues are discussed etc.) Increasing lobbying for obtaining cooperation of national and international institutions on matters affecting the fruit juice industry The various members of the IFU from the different countries are comparing aspects relating to healthclaims and preparing to combine their positions at Codex. Secretary-General of the IFU 20
2) By giving better information to members Tracks to the future What has already been done A new IFU website has already been implemented witha new internet platform enabling an easy and quick update of its content. A newsletter from the President is prepared on IFU events and relevant meetings organised by IFU members. To insert IFU methodsof analysis and microbiological methods in IFU website password area free to download as a service which IFU offers to its members (IFU method for the detection of Alyciclobacillus). This proposal will be discussed at Executive Committee level on 18 th October 2004 in Paris. IFU newsbulletins are being rethought with a new structure according to the topics of interest for IFU members. An annual report containing statistics on the world juice market will be published and enclosed to the report on the IFU activities. Secretary-General of the IFU 21
3) By giving financial assistance to research on juice and juice containing products 4) By better liasion between IFU members: to share information at the right time in the right place. Secretary-General of the IFU 22
5) By increasing the number of permanent members 6) By developing partnerships The Executive Committee has considered two media during its last meeting held in Stuttgart on 10th May 2004: Foodnews (marketing oriented) and Food Processing (technical oriented). The Assembly of Delegates recommended to start with Foodnews first. This partnership is still under negotiation. 7) By investigating thepossibility of gettinggovernmental grants (as International Office of Vine and Wine - OIV) Secretary-General of the IFU 23
Thank you for your attention. Secretary-General of the IFU 24