Kuvings SPECIALreport 2018

EXPERT TALK Simon King

EXPERT TALK Simon King UK-based home appliance analyst and expert THE GLOBAL BLENDERS AND JUICERS MARKET IS EXPECTED TO REACH US.3BN IN 2021, WITH CAGR OF 6.1%. THE GLOBAL MARKET UK-based home appliance analyst and expert Simon King – on the current state of play Small domestic appliances are greatly in demand. Consumers love products that make life easier, save time and look good. And the same is true for personal health, which is moving up people’s list of priorities. Demand for small domestic appliances continues to grow overall. From January to June 2017, the global market (excluding North America) showed positive growth – with an overall increase of 8.4% (in Euro) to a total panel market value of €21.5 billion. GfK expected global sales growth of 6-8% for the year 2017. The global blenders and juicers market was valued at US.3bn in 2015, according to Zion Market Research, and is expected to reach US.3bn in 2021, with CAGR of 6.1%. Health consciousness is driving the category with consumers focused on adapting their lifestyles. Juicing is an easy way to create healthy flavoursome beverages. With the growing trend for in-home juicing, consumers no longer have to purchase their drinks at a fruit bar at great expense. Delicious drinks can now be made at home, using a juicer. Juicing extracts the juice from fresh fruits or vegetables. The resulting liquid contains most of the vitamins, minerals and phytonutrients found in the whole fruit. For consumers who don’t eat enough fresh fruits and vegetables, juicing is a fun way to add them to your diet or to try fruits and vegetables you normally wouldn’t eat. There are many juicing recipes online or mix up your own combinations of fruits and vegetables to suit your taste. There are two main types of juicer – centrifugal and masticating (also known as cold press or slow juicers). More and more consumers are turning to masticating juicers, as despite their higher price, the end result more than pays for itself. The masticating process, which is a lot slower than a centrifugal juicer, helps to extract more enzymes, trace minerals, vitamins and fibre. As the auger (a kind of big helical screw) turns, the inserted fruit and vegetables are crushed against a filter, which holds the pulp while the juice is forced out. As this process is done slowly, the juice extract is not heated, meaning nutrients and enzymes at this lower temperature are able to survive and remain intact within the juice. Within this category, some of the main factors to consider are: motor quality and torque (very important), engineering quality, design, and the capacity to be able to place whole fruits and vegetables into the feeding chute. As more consumers appreciate the healthy benefits of juicing, coupled with the ease of use and the convenience of modern juicers, the category will drive forward. 4 SPECIALreport by Cleverdis • February 2018 cleverdis.com

EXPERT TALK JUICY FACTS Pertinent advice from Sandra Ericson, Clinical Psychologist, Psychotherapist… and expert on juices Impassioned about health and nutrition, Sandra Ericson is the author of “My Bible of Health and Wellness Juices” and “Those Juices That Make You Happy”. In her books, she highlights the health benefits of fruits and vegetables when consumed in juice. We asked her to explain in more detail what these benefits are… Fruit and vegetable juices are nutrient bombs. These nutrients are vitamins, trace elements, and minerals. And of course, the antioxidants, a large family of 4,000 different pigments, which have an important restorative action. They are the ones that give the fruits and vegetables their colours (i.e. the lycopene of the tomato, or the quercetin of the apple). All these nutrients are extraordinarily concentrated in the juices. For example, to make a small glass of juice, it takes no less than 5 carrots, or 4 tomatoes. No need to chew for hours! The juices also allow to easily vary nutrients. Superfoods are added: turmeric, ginger, aromatic herbs: basil, coriander, tarragon... and we do not throw anything away such as fanes of carrots, or broccoli stems. The ideal is to create a mixture of fruits and vegetables. We start with 60% fruit and 40% vegetables for the taste. And then the proportion of fruit is reduced. Consumed regularly, the juices allow you to rebalance your diet, by creating new eating habits and new desires. The form in which these juices are consumed is also very important (industrial juice vs. homemade juice). What are the important factors to take into consideration? Juices oxidise very quickly in contact with air, so the ideal is to drink them right away. If you want to keep them, add a dash of lemon juice, and store them in an opaque container (thermos or mug), in the door of the fridge. I’m not a specialist in industrial juices, but the taste is not the same. Once we get used to homemade juices, it’s hard to go back. Today many solutions exist to make one’s own juice. What do you recommend? There are two types of devices. The less expensive centrifuge, and the slow-rotating masticating extractor. The ideal is the extractor. It “chews” fruits and vegetables by pressing them against a sieve. It leaves a dry pulp, does not raise the temperature and keeps the nutrients intact. But it all depends on your budget. I recommend choosing an easy-to-clean model with a wide neck. It makes the work easier: you don’t have to cut the fruits and vegetables any more when you insert them into the appliance. Sandra Ericson Clinical Psychologist, Psychotherapist FRUIT AND VEGETABLE JUICES ARE NUTRIENT BOMBS. THESE NUTRIENTS ARE VITAMINS, TRACE ELEMENTS, AND MINERALS. AND OF COURSE, THE ANTIOXIDANTS, A LARGE FAMILY OF 4,000 DIFFERENT PIGMENTS eu.kuvings.com SPECIALreport by Cleverdis • February 2018 5