The Effects of Household Differentiation and Population Aging on Juice Consumption in Korea

Purpose: This study investigates the impact of increases in single-person households and aging population on fruit juice consumption in Korea. Juice consumption in Korea has been steadily decreased. It may be mainly due to the health concerns, as there are a lot of sugar in fruit juices. We hypothesize that single-person households and the aging population may have affected the decrease in juice consumption. Research design, data and methodology: We used data from the 2018 Consumer Behavior Survey for Food. The survey question asks respondents about beverage choice as “Select all the beverage you drink frequently at home” and multiple responses are allowed. Because the preferred beverage is not identified and selections of the beverage are not mutually exclusive, the logit model is adopted respectively for each beverage choice. Results: Single-person household is negatively related to the choice of fruit juice. It implies that single-person household drinks fruit juice less frequently. Age group has the negative relationship with choices of fruit juice. Conclusions: The decrease in juice consumption will not only affect the beverage market, but also the fresh fruit market. Therefore, the beverage industry should strategically develop healthy juices such as adding probiotics to rebound juice consumption.