Juice and Juice Drinks: The Consumer - US - January 2011

SCOPE AND THEMES
What you need to know
Definition
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Household juice and vegetable consumption remains unchanged
Black and Hispanics offer growth opportunities
Economy dictates purchase behavior; packaging important in purchase decision
Orange/grapefruit are morning flavors; not so popular at any other time of the day
Kids aged 6-11 are most important juice/drinks consumer; influence parents in choosing flavors
Teens show decline in juice consumption, as well as that of other beverages
INSIGHTS AND OPPORTUNITIES—A CONSUMER-CENTRIC VIEW
Position fruit juice as a healthy alternative to sport drinks
INSPIRE INSIGHTS
Trend: “Alpha Mom”
MARKET DRIVERS—HEALTH AND WELLNESS
Obesity rates steady, but still a cause of concern
Figure 1: Percentage of population aged 20+ who are overweight or obese* or extremely obese, 1988-2008
Obesity affects over a third of all children and teens aged 6-19
Figure 2: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
Let’s Move program likely to influence choices within juice/drinks market
High-fructose corn syrup, a negative impact sweetener
MARKET DRIVERS—DEMOGRAPHIC AND ECONOMIC FACTORS
Households with children are key driver in juice and juice drinks market
Figure 3: Households by presence of children, 1999-2009
Kids’ population growth lower during 2011-16, compared to 2006-11
Figure 4: Population of kids aged 6-11, 2006-16
Teen population promises no growth during 2006-11; better outlook during 2011-16
Figure 5: Teen population by age, 2006-16
Black and Hispanics are growth-driving population groups
Figure 6: Population by race and Hispanic origin, 2006-16
High unemployment rate continues to hamper consumer spending
Figure 7: Employment status of the civilian non-institutional population 16 years and over, 2000-10
Key juice/drinks consumer—teens, blacks, and Hispanics—hit hard by unemployment
Figure 8: Unemployment status among civilian non-institutional population, by age, gender and race/Hispanic origin, December 2009-December 2010
JUICE AND JUICE DRINKS—USAGE AND FREQUENCY OF USE
Key points
Household juice/drinks consumption remains unchanged
Figure 9: Incidence of household fruit juice/juice drinks consumption, by type, May 2005-June 2010
Personal consumption incidence of 100% juices equals that of drinking regular soda
A third of all adults drink pre-prepared juice drinks, and over a third consume powdered juice drinks
Women less active than men in the juice/drinks market
Juice/drinks consumption declines with age
Households with children and/or more people are key consumers
Unemployed are less likely to use juice/drinks, compared to those employed
Figure 10: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by key demographics, September 2010
Household volume consumption of juice/drinks picks up during 2008-10
Figure 11: Household volume consumption* of different types of juices on an average day, May 2005-June 2010
Figure 12: Household volume consumption* of different types of juices, by age, household income, number of people in household, presence of children, April 2009-June 2010
ORANGE JUICE: BRANDS, FORM OF PACKAGING, TYPES, AND KINDS
Tropicana most consumed orange juice brand; Minute Maid a distant second
Figure 13: HH orange juice consumption brand/private label, by presence of children, April 2009-June 2010
Carton is the most popular packaging for orange juice
Figure 14: HH orange juice consumption by the form of packaging, by number of people in household, April 2009-June 2010
Most households are likely to purchase refrigerated/chilled orange juice
Figure 15: HH orange juice (bottles/cans/cartons) consumption by status of refrigeration, by presence of children, April 2009-June 2010
Most households are likely to use original/regular orange juice
Figure 16: HH orange juice consumption by type, by presence of children, April 2009-June 2010
OTHER FRUIT JUICE/DRINKS: BRANDS, FORM OF PACKAGING, TYPE, AND REFRIGERATION
Ocean Spray is the top brand choice in other fruit juice/drinks
Figure 17: Other fruit juice/juice drinks consumption by brand/private label, by presence of children, April 2009-June 2010
Most households use other juice/drinks refrigerated/chilled
Figure 18: Other fruit juice/juice drinks consumption by form (frozen and refrigerated), by household income, April 2009-June 2010
Diet fruit juice/drinks have low penetration
Figure 19: Other fruit juice/juice drinks consumption by regular vs. diet, by number of people in household, April 2009-June 2010
Bottle is the most used packaging type in other juice/drinks
Figure 20: HH other fruit juice/juice drinks consumption by form of packaging, by number of people in household, April 2009-June 2010
Apple is the top flavor choice in other juice/drinks
Figure 21: HH other fruit juice/juice drinks consumption by fruit flavor, by age, April 2009-June 2010
Figure 22: HH other fruit juice/juice drinks consumption by fruit flavor, by presence of children, April 2009-June 2010
FROZEN ORANGE JUICE: USAGE BY BRANDS AND TYPE
Minute Maid outpaces Tropicana as the top frozen orange juice brand
Figure 23: HH frozen orange juice consumption by brands, by age, April 2009-June 2010
Frozen orange juice consumption by type—original most popular
Figure 24: HH frozen orange juice consumption, by type, by presence of children, April 2009-June 2010
TOMATO AND VEGETABLE JUICE: BRANDS
V8 commands lion’s share in tomato/vegetable juice segment
Figure 25: HH tomato/vegetable juice consumption by brands, by household income, April 2009-June 2010
DESIRED ATTRIBUTES IN FRUIT JUICE (100%), JUICE DRINKS, AND POWDERED JUICE DRINKS
Low price is the most important factor while shopping for fruit juice/juice drinks
Pro-health attributes more important in 100% fruit juice, compared to fruit drinks
No-sugar-added important to juice  buyers
Family-size packaging more important in 100% juices; single-serve in juice drinks
A third of all juice/drinks buyers use national brands; nearly a quarter use store brand
Figure 26: Attributes considered when purchasing 100% fruit juice, pre-prepared juice drinks, and powdered soft drinks, September 2010
Age-related differences exist in choosing 100% juice
Figure 27: Attributes considered when purchasing 100% fruit juice, by age, September 2010
INCIDENCE OF USING MORE OR LESS FRUIT JUICE/JUICE DRINKS COMPARED TO LAST YEAR
Majority of juice/juice drinks users are drinking about the same as last year
Figure 28: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by age, September 2010
IMPACT OF ECONOMY, PROMOTION, ENVIRONMENT, AND PACKAGING
Most consumers buy juice/drinks on promotion; economy dictates purchase behavior
Packaging plays an important role in purchase decision
Figure 29: Impact of the economy, environment, and packaging on buying juice and juice drinks, by age, September 2010
Households with children report bigger change in purchase habits due to the recession
Household with children are more likely to be influenced with packaging
Figure 30: Impact of the economy, environment, and packaging on buying juice and juice drinks, by presence of children, September 2010
PREFERENCE FOR FRUIT JUICE-BASED BEVERAGES
Over half of all juice/juice drinks use express interest in fruit juice-based tea
Figure 31: Number of new product launches of RTD, bag/loose and concentrate tea, by flavor, 2010
Figure 32: Preference for fruit juice-based beverages, by age, September 2010
Figure 33: Preference for fruit juice-based beverages, by presence of children, September 2010
ATTITUDE: JUICE BLENDS AND CARBONATED JUICE, SUPER-PREMIUM JUICES, AND SWEETENERS
Young adults are more likely to be receptive to new flavors, carbonated juice
Most juice/drinks users equate fruit juice with a serving of fruit
Most consumers do not believe in super-premium juice benefits
No sugar is the best approach in juices; artificial sweeteners have taste and health issues
Figure 34: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by age, September 2010
REASONS FOR NOT DRINKING FRUIT JUICE OR JUICE DRINKS
Non-juice/drinks drinkers believe in eating fruits
Amount and type of sugar discourages fruit/drinks use
Fruit juice/drinks do not quench thirst, too acidic; not healthy, not tasty, too expensive
Nondrinkers like other nonalcoholic beverages
Figure 35: Reasons for not drinking fruit juice or juice drinks, by gender, September 2010
JUICE AND JUICE DRINKS FLAVOR PREFERENCE
Orange is the favorite flavor among juice and juice drinks users
Figure 36: Attitude toward different juice and juice drinks flavors, September 2010
JUICE AND JUICE DRINKS FLAVOR PREFERENCE BY OCCASION OF DRINKING
Key preferences
Orange/grapefruit are morning flavors; not so popular at any other time of the day
Lemonade popular all day except morning
Fruit and vegetable juice blend is anytime flavor
Flavor choices peak either in the morning or afternoon
Figure 37: Juice/juice drinks flavor preference by occasion of drinking, by time of day, September 2010
Older adults are more likely to use orange/grapefruit flavor in the morning
Figure 38: Juice/juice drinks flavor preference in the morning, by age, September 2010
Young adults prefer new-age flavors at lunch; older adults like vegetable flavor
Figure 39: Juice/juice drinks flavor preference at lunch, by age, September 2010
Older adults more likely to use different flavors in the afternoon
Figure 40: Juice/juice drinks flavor preference in the afternoon, by age, September 2010
Lemonade and fruit punch are the top evening flavors
Figure 41: Juice/juice drinks flavor preference in the evening, by age, September 2010
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Blacks and Hispanics are key juice drinks consumers
Figure 42: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by race/Hispanic origin, September 2010
Black households are most prolific juice/drinks consumer
Figure 43: Household volume consumption of different types of juices, race/Hispanic origin, April 2009-June 2010
Household orange juice (bottles/cans/cartons) consumption by brands
Figure 44: HH orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010
Other fruit juice consumption by top brands
Figure 45: Other fruit juice/juice drinks consumption by top 15 brands and private label brands, by race/Hispanic origin, April 2009-June 2010
Impact of economy, promotion, environment, and packaging
Figure 46: Impact of the economy, environment, and packaging on buying juice and juice drinks, by race/Hispanic origin, September 2010
Attitude toward juice blends and carbonated juice, super-premium juices, and sweeteners
Figure 47: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by race/Hispanic origin, September 2010
THE TEEN CONSUMER: USAGE, FREQUENCY OF USE, FLAVOR PREFERENCE
Key points
Juice and other beverage consumption on decline among teens
Figure 48: Personal consumption of different types of non-alcoholic beverage among teens, May 2005-June 2010
Teen girls more interested in other juices compared to boys
Figure 49: personal consumption of different types of beverages among teens, by gender, April 2009-June 2010
Older teens more interested in energy drinks than juices/drinks
Figure 50: Personal consumption of different types of beverages among teens, by age, April 2009-June 2010
Black teens are the key consumers
Figure 51: Personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2009-June 2010
Volume consumption of fruit juice/juice drinks declines among teens
Figure 52: Personal consumption of different types of beverage among teens, May 2005-June 2010
Gender differences exist in choosing fruit juice/drinks flavors among teens
Figure 53: Preference for fruit flavors in other juice/drinks among teens, by gender, April 2009-June 2010
Black teens drawn to wider variety of flavors, compared to the average
Figure 54: Preference for fruit flavors in other juice/drinks among teens, by race/Hispanic origin, April 2009-June 2010
A quarter of all teens get to decide most of the time in buying other juice/drinks brands
Figure 55: Incidence of making brand purchase decision, by gender, April 2009-June 2010
THE KID CONSUMER: USAGE, FREQUENCY OF USE, FLAVOR PREFERENCE
Key points
Kids’ beverage consumption trends offer opportunities for juice/drinks makers
Figure 56: Personal consumption of different types of non-alcoholic beverages among kids, May 2005-June 2010
Manufacturers need to target pre-teens for lasting loyalty
Figure 57: Personal consumption of different types of non-alcoholic beverages among kids, by age, April 2009-June 2010
Fruit juice/drinks volume consumption stable during 2008-10
Figure 58: Trends in personal volume consumption of different types of juices among kids, May 2005-June 2010
Fruit punch and lemonade are the top flavor choices among kids
Flavor preference changes with gender and age among kids
Figure 59: Preference for different types of flavors in juice and juice drinks among kids, by gender and age, April 2009-June 2010
Black kids exhibit above-average preference for nearly half the popular flavors
Figure 60: Preference for different types of flavors in juice and juice drinks among kids, by race/Hispanic origin, April 2009-June 2010
Frequency of having favorite flavors in house
Figure 61: Incidence of kids’ favorite flavors being in the house, by age, April 2009 -June 2010
CLUSTER ANALYSIS
Basics
Demographics
Characteristics
Opportunity
Explorers
Demographics
Characteristics
Opportunity
Storers
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 62: Juice clusters, September 2010
Figure 63: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by juice clusters, September 2010
Figure 64: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by juice clusters, September 2010
Figure 65: Impact of the economy, environment, and packaging on buying juice and juice drinks, by juice clusters, September 2010
Figure 66: Preference for fruit juice-based beverages, by juice clusters, September 2010
Cluster demographics
Figure 67: Juice clusters, by gender, September 2010
Figure 68: Juice clusters, by age group, September 2010
Figure 69: Juice clusters, by household income, September 2010
Figure 70: Juice clusters by race, September 2010
Figure 71: Juice clusters by Hispanic origin, September 2010
Cluster methodology
CUSTOM CONSUMER GROUPS
Moms are the key consumer for fruit juice and drinks
Figure 72: Incidence of household fruit juice/juice drinks consumption, by type, by moms vs. all, April 2009-June 2010
Moms report much higher HH volume consumption than average of using all types of juices
Figure 73: Household volume* consumption of different types of juices, by moms vs. total, April 2009-June 2010
Dads show similar response to economy and packaging as moms
Figure 74: Impact of the economy, environment, and packaging on buying juice and juice drinks, by gender and presence of children, September 2010
Figure 75: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender and presence of children, September 2010
APPENDIX: OTHER USEFUL CONSUMER TABLES
Other fruit juice consumption by top brands
Figure 76: Other fruit juice/juice drinks consumption by top 15 brands and private label, by age, April 2009-June 2010
Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks
Figure 77: Attributes considered important when purchasing 100% fruit juice, by household income, September 2010
Figure 78: Attributes considered when purchasing 100% fruit juice, by status of employment, September 2010
Figure 79: Attributes considered when purchasing pre-prepared juice drinks, by household income, September 2010
Figure 80: Attributes considered when purchasing pre-prepared juice drinks, by presence of children, September 2010
Figure 81: Attributes considered when purchasing powdered juice drinks, by presence of children, September 2010
Figure 82: Attributes considered when purchasing powdered juice drinks, by household income, September 2010
Incidence of Using More or Less Fruit juice/Juice Drinks compared to last year
Figure 83: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by gender, September 2010
Figure 84: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by household income, September 2010
Figure 85: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by presence of children, September 2010
Impact of economy, promotion, environment, and packaging
Figure 86: Impact of the economy, environment, and packaging on buying juice and juice drinks, by gender, September 2010
Figure 87: Impact of the economy, environment, and packaging on buying juice and juice drinks, by household income, September 2010
Preference for fruit juice-based beverages
Figure 88: Preference for fruit juice-based beverages, by gender, September 2010
Figure 89: Preference for fruit juice-based beverages, by household income, September 2010
Attitude: juice blends and carbonated juice, super-premium juices, and sweeteners
Figure 90: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by household income, September 2010
Figure 91: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by presence of children, September 2010
Figure 92: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by number of people in household, October/ November 2009
Juice and juice drinks flavor preference
Figure 93: Attitude toward different juice and juice drinks flavor, by flavor, September 2010
Choice of favorite flavor varies vastly with age
Figure 94: Choice of favorite/one of the favorite flavors among adults who say that a certain flavor is either favorite or one of the favorite, by age, September 2010
Juice and juice drinks flavor preference by occasion of drinking
Figure 95: Juice/juice drinks flavor preference in the morning, by presence and number of children, September 2010
Lunch
Figure 96: Juice/juice drinks flavor preference at the lunchtime, by gender, September 2010
Afternoon
Figure 97: Juice/juice drinks flavor preference in the afternoon, by gender, September 2010
Evening
Figure 98: Juice/juice drinks flavor preference in the evening, by gender, September 2010
Night
Figure 99: Juice/juice drinks flavor preference in the afternoon, by gender, September 2010
Figure 100: Juice/juice drinks flavor preference at night, by age, September 2010
APPENDIX—IMPACT OF RACE/HISPANIC ORIGIN
Other fruit juice/juice drinks consumption by flavor
Figure 101: HH other fruit juice/juice drinks consumption by flavor, by race/Hispanic origin, April 2009-June 2010
Frozen orange juice consumption by brand
Figure 102: HH frozen orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010
Household tomato/vegetable juice consumption by brands
Figure 103: HH orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010
Household orange juice (bottles/cans/cartons) consumption by the form of packaging
Figure 104: HH orange juice consumption by the form of packaging, by race/Hispanic origin, April 2009-June 2010
Household orange juice (bottles/cans/cartons) consumption by kind
Figure 105: HH orange juice consumption by kind, by race/Hispanic origin, April 2009-June 2010
Other fruit juice/juice drinks consumption by status of frozen and refrigerated
Figure 106: Other fruit juice/juice drinks consumption by status of frozen and refrigerated, by race/Hispanic origin, April 2009-June 2010
Other fruit juice/juice drinks consumption by the form of packaging
Figure 107: HH other fruit juice/juice drinks consumption by form of packaging, by race/Hispanic origin, April 2009-June 2010
Frozen orange juice consumption by type
Figure 108: HH frozen orange juice consumption by type, by race/Hispanic origin, April 2009-June 2010
APPENDIX: TRADE ASSOCIATIONS