ABSTRACT
The market for fruit juices and fruit juice products has recently been beneting from increasing consumer patronage due to the aggressive campaigns of the industry and the government and the desire of the consumers to lead healthful lifestyles. In a study conducted by the Food Marketing Institute (FMI) in the United States in 2008 and 2009, almost half of the consumers (41%–46%) stated that they buy products that cater to their health and wellness needs (Sloan, 2010). The benecial effects of consuming fruits and fruit products are attributed to the presence of antioxidants, which have been pointed to alleviate a number of degenerative illnesses, including cardiovascular diseases, cancer, and aging (Kaur and Kapoor, 2001). Juice consumption may be considered a convenient means of meeting the recommended daily intake for fruits and vegetables as one-third to one-half cup of pure, undiluted juice is already equivalent to one serving of fruit or vegetable (Food and Nutrition Research Institute [FNRI], 1994; United States Department of Health and Human Services [USDHHS] and United States Department of Agriculture [USDA], 2005).
