Cold-pressed juices are liquefied fruits and veggies with no added preservatives or sugars. Unlike the traditional centrifugal or single auger juicers that use electrically powered fast spinning set of blades, cold-pressed juice is a more natural form of juice packed with 100% nutrients and essential minerals of the fruits and vegetables.

What is Cold-Pressed Juice?

Cold-pressed juice is produced by means of a hydraulic pressing unit that crushes whole pieces of produce to extract juice out of the fruits and veggies. This method of extraction makes it different from freshly squeezed juice – the conventional juice produced by centrifugation and pulverization of fresh produce. Cold-pressed juice offers several potential benefits over freshly squeezed juice and the list goes beyond just all natural to the nutritional, highest level of vitamins, antioxidants, mineral blend, and a great source of fiber present in the whole production.

Business Models

The makers of cold-pressed juices follow various business models to provide safe and timely services to consumers. The major business models followed include delivery only, wholesale, and retail. Some of the manufacturers also use the combinational business model, providing both online and retail services to the customers. Retail model includes the establishment of a brick-and-mortar store referred to as juice bar to sell cold-pressed juices. However, the heavy investment required for this model is a discouraging factor and hence, manufacturers are moving towards other business models. 

Wholesale model refers to the selling of third-party juices to resellers. In contrary, companies following the combination model operate through at least one brick-and-mortar facility and an e-commerce website to take care of consumer orders. This is considered as the most successful business model of the cold-pressed juice market owing to the probability of wide consumer base and greater profit margin that can be achieved through this model.

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Market Forces

The growing consumer awareness, particularly in millennial population towards high nutritional diets coupled with rising health consciousness is driving the demand for cold-pressed juices across the globe. Consumer preferences are shifting towards healthy, caffeine-free beverages, and the organic claim of cold-pressed juices motivates them towards these juices. Global foods, snacks, and beverage leaders including PepsiCo, Coca Cola, and others have heavily invested in cold-pressed juices owing to the high growth potential of the market in the near future. 

Furthermore, startup firms such as Raw Pressery (Rakyan Beverages Pvt. Ltd.), Suja Juice, and Greenhouse Juice Co. have emerged as the key players of the market owing to their high quality organic cold-pressed juices. These startups are continuously securing significant funding from angel investors and private investment firms, thus expanding their business operations multifold. MyGreens, Juice Up, Evolution Fresh, Hain Celestial Group, and Greenhouse Juice Co. are other notable players of the cold-pressed juice market. 

Recent Investments

  • MyGreens, an India based cold-pressed juice startup company raised an investment of $1m in early 2017 from LetsVenture. Rohan Gupta, the co-founder of MyGreens said in a press release that this funding will drive the move of the company into mass market products with strong links to healthy living, thus igniting clean label movement in the country. [1]
  • Another organic cold-pressed juice maker, Raw Pressery (Rakyan Beverages Pvt. Ltd.) secured a total investment of $27m since its inception in 2013. Global venture partners such as Alteria Capital, Sequoia Capital, Saama Capital, and DSG Consumer Partners have invested funds around $10m into this company.[2]
  • Fresh Food Concepts Pvt. Ltd. received a total funding of $2m from angel investors Ashvin Chadha and Siddhartha Gupta in 2017.

Market Challenges

High price tags of cold-pressed juices over traditionally processed juices is the major factor limiting the penetration of cold-pressed juice market among low income population. Moreover, the unavailability of these juices in the mass market and rural population is also hindering the growth of cold-pressed juice market across the globe. Leftover fruit pulp after cold-pressing of raw produce and the loss of essential minerals and vitamins present in the outer layers of fruits and vegetables are also limiting the growth of cold-pressed juice market.

Despite the challenges, the cold-pressed juice market is estimated to grow at a lucrative rate in future owing to the potential benefits offered by these juices. The long shelf life and better nutritional content over traditionally processed juices is likely to boost the sales of cold-pressed juice in future.

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