Pitaya
fruit also known as dragon fruit is native to Mexico and cultivating
in countries such as Vietnam, Malaysia, Thailand and South American
countries including Ecuador and Colombia. The verities of the fruit
vary in color from yellow to pink, and the juice extracted from the
fruit is popularly pink to purple colored. The juice of dragon fruit/
pitaya is also used with other fruit juices as well as alcoholic
beverages. Various health benefits are associated with this fruit
juice and is often marketed as a super fruit with rich antioxidant
content, this has attracted consumers and led to a high value demand
from health conscious consumers across the globe.
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Exotic
fruits makes up for a relatively small share fruit production and
exports, moreover a very less proportion of the same is goes for
processing, but this has still created a high demand from major
import markets in the European region where the consumption demand
remains very high. Markets for the fruit as consumed fresh as well as
processed is concentrated in the Asian region, countries such as
Vietnam, China, Thailand, Indonesia, Korea and Japan. China is the
single largest importer the fruit and constitutes high consumption of
pitaya juice in terms of volume consumed. However a high demand surge
is derived from countries such as Germany, France, Italy, U.K. and
the U.S., these countries constitute the biggest importers of this
fruit outside Asia, in both fresh and processed forms. Vietnam has a
high popularity of pitaya juice and is considered an important health
fruit with high antioxidants, the rarity of the fruit makes it unique
and exotic across the globe. Considering the global demand for pitaya
on a rise, Vietnam which the major supplier of pitaya and pitaya
juice has increased its production area and the total output
drastically in the last five years. Nearly ten-fold increase has been
registered in the total area under production for pitaya. The North
American region has most of its suppliers of the fruit from the South
American countries, Ecuadorian and Colombian pitaya are imported into
the U.S. as juice concentrates and mostly fresh fruits. In the Middle
East, Israel, is one of the important producer as well as consumer of
pitaya
juice and the organic variant of Israeli pitaya has gain
popularity in the local as well as European market. The shelf life of
pitaya is also relatively less and this creates a challenge in
transporting the fruit globally, this is creating a hindrance
achieving the efficient supply of the fruit. The juice format also
struggles with same and the overall supply remains restricted.
Most
of the production of the processed fruit products is done locally,
however overseeing the demand in the global market for these exotic
fruits, some International players have also started a dedicated
product for such fruits juices, powders and concentrates. New
innovative companies throughout the globe have also emerged as
powerful brands in the respective regions. Moreover growth in organic
fruit consumption, has created a rise in demand for different
processed products made from these fruits and vegetables. A great
potential for market is observed as the major producers of finished
goods demand for a large supply of organic fruits including organic
pitaya. The market for pitaya juice is small but promising and thus
manufacturers have to adapt a product development and diversification
strategies. Some of the key players in the market for pitaya juice
are: Great Sun Pitaya Farm Sdn. Bhd., Pitaya Plus, Bai Brands (Dr
Pepper Snapple Group, Inc.), Welch Foods Inc., Juicy Juice (Harvest
Hill Beverage Company), Nam Viet Foods & Beverag Co., Ltd., Madam
Sun Sdn.Bhd, Biourah Herbal (M) Sdn Bhd among others.
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