Consumption of long-life fruit juice fell by 35million litres in 2002 following price cuts by fresher alternatives.
Canadean the drinks market researcher said it expects the long-life share of the market to fall below 65 per cent this year, down from 77 per cent in 2000.
Consumption of chilled juice increased by 50m litres last year, but not all of it was freshly squeezed. And the market is expecting to grow to more than 35 per cent this year.
Whereas long-life orange juice as been a victim of changing tastes, chilled orange juice is predicted to rise to 320m litres this year - 63 per cent higher than 1999.