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Squash Market Size - Industry Analysis Report, Regional Outlook, Growth Potential, Competitive Market Share & Forecast, 2025 - 2034
Report ID: GMI2078
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Authors: Kiran Pulidindi,
Squash Market
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Squash Market Size
The global squash market collected considerable gains in 2024 and is expected to register a moderate CAGR between 2025 and 2034. The growth is being triggered by growing consumer preference for healthy and light beverages, prompted by growing interest in low-sugar and non-carbonated drinks. Increasing health-conscious population, escalating demand for natural sweeteners, and rising investments in e-commerce and retail supply chains are proving to be major drivers for the market growth.
Changing lifestyle habits, particularly of city-based consumers, have driven demand for functional drinks. Squash beverages have gained popularity as a healthy replacement for carbonated soft drinks and sugar-laden soft drinks due to their rich nutritional profile and hydration benefits. Increasing fruit squash sales, particularly with outstanding amounts of Vitamin C, antioxidants, and hydration benefits, are influencing purchasing decisions.
Moreover, more moderate attitudes toward alcohol consumption worldwide have spawned a greater appetite for non-alcoholic beverages, giving the squash category of beverages another thrust in market relevance and demand. Data shows that more than 45 percent of adults in the U.S. intend to cut back on alcohol consumption in 2025 and will opt for tasty alternatives, which they know are a healthy substitute, with squash drinks being part of this category. The squash beverage category continues to become part of more lifestyle rituals and showcases its versatility as a refreshing beverage and mixer in cocktails or mocktails.
Digitalization has also been key to extending market access. The explosion of D2C routes to market and the growth of online grocery stores have allowed drink organisations to launch specialist fruit squash flavor ranges, custom packages, and clean-label products directly to the intended markets. As consumers demand increasing transparency and traceability, brands that provide clean ingredients and eco-friendliness in packaging are well placed to dominate the market.
Squash Market Trends
The most notable trend in the squash industry is the rise in demand for functional and fortified squash beverages. Manufacturers of beverages are concentrating on building up their product ranges by adding vitamin-fortified, probiotic-enriched, and energy-enhanced squash flavors. These functional beverages satisfy changing consumer demands for immunity-boosting, digestion-friendly, and low-calorie drink options.
Clean-label compositions and transparency in procurement have also emerged as key selling attributes. Consumers now ask for squash drinks prepared with natural sweeteners such as stevia or monk fruit, free from artificial additives and preservatives. This preference change has prompted brands to innovate and revamp their squash composition. Importantly, low-sugar and no-sugar fruit squashes are on the rise, particularly in diabetic and weight-management-oriented consumer segments.
Brand promotions have made a shift towards personalization and experience. In 2024, Robinsons rolled out its highly successful "Let There Be Fruit" campaign to re-establish a connection with customers through nostalgia and sensory experience. Soft drink manufacturers are increasingly employing narrative-based marketing, using social media influencers, and emphasizing ingredient origin and health aspects to build consumer trust.
Also, the market for ready-to-drink (RTD) squash drinks is growing. The convenience aspect, along with the development of packaging technology such as resealable pouches, on-the-go bottles, and environmentally friendly containers, is transforming the consumption and perception of squash.
Squash Market Analysis
By product type, the fruit squash category led the world market in 2024 and is projected to continue this dominance through the forecast period. This leadership comes primarily on the back of growing consumer preference for citrus-based products such as lemon, orange, and lime, as well as tropical fusion varieties. Not only are they favored for their sourness, but they are also seen to have immune-boosting properties due to high contents of vitamin C.
Fruit-based squash beverages are linked with some health benefits, such as antioxidant support, hydration, and digestive support. With more consumers opting for naturally enriched drinks, fruit-based squash products particularly those including berries, pomegranate, and mango—are increasing in popularity. Companies are also addressing premium purchasers and risk-taking tastes with innovative exotic combinations of fruits.
Herbal-infused squash alternatives, where fruit is blended with herbs such as basil, mint, turmeric, and ginger, are becoming niche hits in health-oriented product lines.
Distribution-wise, the online platform segment is also expected to grow exponentially between 2025 and 2034. As internet penetration and smartphone usage rise, online platforms have emerged as a convenient mode of purchasing beverages. Home delivery, subscription plans, loyalty programs, and special online offers are driving repeat buys and brand loyalty.
Direct-to-consumer sites and online grocery stores such as Amazon Fresh, Instacart, and Walmart.com are notably raising the visibility and availability of squash products. Further, social commerce selling on platforms such as Instagram and TikTok has helped niche and startup brands find success with younger consumer demographics.
Though traditional supermarkets and hypermarkets continue to enjoy a high level of penetration because of physical proximity and impulse purchasing, the agility, customization, and affordability of the online channel enable it to emerge as a growth driver for the squash market.
Europe remains the market leader in the global squash industry, holding a large revenue share in 2024. The UK, Germany, and France are all top squash-consuming countries with deep consumer loyalty for established brands such as Robinsons, Britvic, and Nichols Plc.
European consumers are also leading adopters of low-calorie and sugar-free drinks, which lends itself well to the need for healthier squash substitutes. This presents a major opportunity for brands to launch more functional and environmentally friendly squash products.
In the Asia-Pacific region, particularly India and China, the market is witnessing accelerated growth due to the rising middle class, increasing health awareness, and favorable climatic conditions for fruit cultivation. Local brands like Rasna and Hamdard dominate the Indian market, offering price-competitive options in both urban and rural areas.
Squash Market Share
The market for squash across the world is very competitive, with both multinational corporations and regional players present in it. Some of the major players in the market are:
These organizations are consistently pursuing strategies like product innovation, acquisitions and mergers, geographical expansion, and rebranding initiatives to secure larger market shares. Britvic plc, for instance, is growing its portfolio with fortified squash lines while partnering with retail chains for in-store-only product launches. Tropicana, established on its fruit juice brand, has ventured into squash beverages as part of its non-carbonated product line.
More R&D investment, especially for functional and clean-label squash products, is supporting brands in enticing health-aware consumers. Most are also putting money in AI-driven market analytics to offer customized goods and monitor consumer trends in real time.
Squash Market News