The fruit juice and juice drinks market faces a number of challenges, evidenced by declining sales during 2002 to 2007. While the market remains under pressure from consumer attrition to other non-alcoholic beverages, it also faces challenges from within, such as increasing juice prices.

However, this market does present growth opportunities through targeting non-users as well as users. This report provides analysis of leading market issues and opportunities to stimulate growth.

Mintel provides insights that will help manufacturers:

Develop unique positioning that competes with other non-alcoholic beverages

Respond creatively to increasing pricing pressures from within

Innovate product positioning to attract the increasingly health-forward consumer

Recognize opportunities and communicate with under-targeted black consumers (one of the market’s key demographics)

Harness Hispanic population growth through effective retail strategy and product innovation

Allay parents’ health concerns for driving growth through children

Use “wonder” fruits to drive growth on the strength of health-focused positioning and innovative flavors

Recognize and address reasons consumers do not drink fruit juice and juice drinks

Create credibility for fruit juice by educating consumers

This report provides industry stake holders with the information they need to assess competition, recognize target consumers, and drive growth through recognizing growth driving trends in two market segments: fruit juice and juice drinks.

For the purposes of this report, the following definitions have been used:

100% pure or 100% juice: Fruit juice not diluted with water and added sweeteners

Juice drinks: Beverages, including juice cocktails and products bearing the suffix “-ade” (e.g., grapeade), containing less than 100% juice

Both fruit juice and juice drinks are sold in a number of formats:

Aseptic (boxed)

Shelf-stable (canned or bottled)

Refrigerated

Frozen

Powered mixes (only juice drinks)

Not included in this report are fruit juice energy drinks such as Rockstar Juices, which contains 50 to 70% fruit juice, and fruit-flavored water.