Table of Contents
Executive Summary
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- The market
- Downward trend to continue for volume sales
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- Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2014-24
- Fruit juice and juice drinks’ sales decline continues
- Studies question the healthiness of fruit juice and sweeteners
- Modest growth in under-25s will offer limited support for the market
- Companies and Brands
- Majority of fruit juice brands see falling value and volume sales
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- Figure 2: UK retail sales of leading brands in the fruit juice market, by value, 2017/18 and 2018/19
- Own-label gains share in juice drinks
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- Figure 3: UK retail sales of leading brands in the juice drinks market, by value, 2017/18 and 2018/19
- Innocent retains top position in smoothies
- Tropicana and Innocent focus on health in NPD
- New launches explore CBD and seasonal flavours
- Advertising spend looks to be on track for lowest in three years
- The Consumer
- Popularity of fruit juice endures despite sugar warnings
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- Figure 4: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2019
- Freshly made juices/smoothies show growing popularity
- Fruit juice, juice drinks and smoothies are sought for 5-a-day and vitamins
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- Figure 5: Reasons for drinking fruit juices, juice drinks or smoothies, August 2019
- Flavour and sugar are the key purchase factors for the category
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- Figure 6: Important purchasing factors for fruit juices, juice drinks and smoothies, August 2019
- Fruit-like nutritional content and high fibre appeal widely
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- Figure 7: Interest in trying fruit juice, juice drinks or smoothies, August 2019
- Ethical ingredients sway nearly three quarters of buyers
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- Figure 8: Behaviours related to fruit juice, juice drinks or smoothies, August 2019
- Opportunity for smoothies to be positioned as meal replacements
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- Figure 9: Attitudes towards fruit juices, juice drinks or smoothies, August 2019
- What we think
Issues and Insights
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- Variants with fibre spark widespread interest
- The facts
- The implications
- Untapped potential to position the drinks as alternatives to alcohol
- The facts
- The implications
- Ethical ingredients sway nearly three quarters of buyers
- The facts
- The implications
The Market – What You Need to Know
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- Downward trend to continue for volume sales
- Value sales forecast to see modest growth
- Fruit juice and juice drinks’ sales decline continues
- Studies question the healthiness of fruit juice and sweeteners
- Modest growth in under-25s will offer limited support for the market
Market Size and Forecast
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- Downward trend to continue for volume sales
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- Figure 10: UK value and volume sales of fruit juice, juice drinks and smoothies, 2014-24
- Value sales forecast to see modest growth
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- Figure 11: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2014-24
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- Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2014-24
- Forecast methodology
Market Segmentation
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- Fruit juice’s sales decline continues
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- Figure 13: UK sales of fruit juice, juice drinks and smoothies, by segment, 2014-19
- Juice drinks feel the effect of the SDIL
- Smoothies buck the downward trend in sales
Market Drivers
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- Media stories continue to question healthiness of fruit juice
- Large glass of fruit juice a day linked to slightly increased risk of premature death
- Poor diets identified as major cause for shortening lifespan
- 2015-18 sees a 29% fall in soft drinks’ sugar content
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- Figure 14: Average sugar content of juice drinks* launches in the UK market, 2015-19
- Artificial sweeteners continue to attract concern
- Alcohol reduction trend opens up opportunities for the market
- Modest growth in under-25s will offer limited support for the market
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- Figure 15: Trends in UK population, by age, 2014-19 and 2019-24
- Brexit uncertainty already taking its toll on the market
Companies and Brands – What You Need to Know
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- Majority of fruit juice brands see falling value and volume sales
- Own-label gains share in juice drinks
- Strong value and volume growth for smoothies
- Tropicana and Innocent focus on health in NPD
- New launches explore CBD and seasonal flavours
- Advertising spend looks to be on track for lowest in three years
Market Share
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- Majority of fruit juice brands see falling value and volume sales
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- Figure 16: UK retail sales of leading brands in the fruit juice market, by value and volume, 2017/18 and 2018/19
- Own-label gains share in juice drinks
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- Figure 17: UK retail sales of leading brands in the juice drinks market, by value and volume, 2017/18 and 2018/19
- Strong value and volume growth for smoothies
- Innocent retains lead, with strong growth for Naked
- Savsé comes under new ownership
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- Figure 18: UK retail sales of leading brands in the smoothies market, by value and volume, 2017/18 and 2018/19
Launch Activity and Innovation
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- Downward trend continues in fruit juice, juice drinks and smoothies’ share of launch activity
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- Figure 19: New product launches in the UK non-alcoholic drinks market, by category, 2015-19
- Tropicana is the most active company in 2019
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- Figure 20: New product launches in the UK fruit juice, juice drinks and smoothies market, by top companies, 2015-19
- Tropicana adds high-fibre Whole Fruit juice drinks
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- Figure 21: Examples of Tropicana’s Whole Fruit variants, 2019
- New flavours added to Tropicana ranges
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- Figure 22: Examples of Tropicana’s rebranded Essentials range of fruit juices, 2019
- Innocent differentiates new Plus range of juices with blue variant
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- Figure 23: Innocent Plus range of juices, 2019
- Savsé’s new packaging design aimed to boost standout on shelves
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- Figure 24: Example of Savsé’s rebranded fruit juices, 2019
- L/N/R sugar launches slow down; high/added-fibre claims gain traction
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- Figure 25: Average sugar content of new product launches in the UK fruit juice, juice drinks and smoothies market, 2015-19
- Fibre claims are niche but growing
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- Figure 26: New product launches in the UK fruit juice, juice drinks and smoothies market carrying L/N/R sugar or high/added-fibre claims, 2015-19
- Capri-Sun launches cherry flavour to entice adults, Fruit Shoot and J2O go seasonal
- Fruit Shoot introduces its first-ever limited edition Christmas flavour
- Potato-based smoothie enters the UK market as a snack
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- Figure 27: Examples of My Foodie’s Smoothie variants, 2019
- Vita Coco taps into CBD buzz with new range
- BumbleZest’s ‘booster’ formats imply potent functionality
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- Figure 28: Examples of BumbleZest ‘booster’ drinks range, 2019
- Smoothie delivery services hope to tap online growth
Advertising and Marketing Activity
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- Advertising spend looks to be on track for lowest in three years
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- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2015-19
- Coca-Cola retakes position as biggest spender on advertising
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- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2015-19
- Innocent pushes its new blue drink with ad and pop-up
- Duncan James from Blue promotes drink in humorous advert
- Innocent opens ‘Definitely Blue Café’ to prove colour of new product
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- Figure 31: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by 10 highest-spending brands, 2015-19
- J2O focuses on Mojo
- Tropicana shows consumers a new way to “eat fruit”
- Capri-Sun highlights absence of artificials with new TV advert
- Oasis promises no more ads
- Vimto celebrates individuality with Instagram features
- Rubicon extends cricket sponsorship to social media show
- Ribena focuses on Frusion water
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, November 2019
- Key brand metrics
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- Figure 33: Key metrics for selected brands, November 2019
- Brand attitudes: Innocent leads on innovative image
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- Figure 34: Attitudes, by brand, November 2019
- Brand personality: All the brands have strong connotations with fun
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- Figure 35: Brand personality – macro image, November 2019
- Ribena has a strong traditional image
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- Figure 36: Brand personality – micro image, November 2019
- Brand analysis
- Innocent is seen as the most innovative brand with the highest levels of recommendation
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- Figure 37: User profile of Innocent, November 2019
- Tropicana leads on refreshing perceptions
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- Figure 38: User profile of Tropicana, November 2019
- Ribena enjoys high levels of trust and a traditional image
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- Figure 39: User profile of Ribena, November 2019
- Capri-Sun’s standout features are being seen as fun and accessible
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- Figure 40: User profile of Capri-Sun, November 2019
- Vimto drunk the most frequently despite lowest levels of awareness
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- Figure 41: User profile of Vimto, November 2019
- Robinsons Fruit Shoot stands out as a fun brand among parents
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- Figure 42: User profile of Robinsons Fruit Shoot, November 2019
The Consumer – What You Need to Know
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- Popularity of fruit juice endures despite sugar warnings
- Young adults and families are core users
- Freshly made juices/smoothies show growing popularity
- Fruit juice, juice drinks and smoothies are sought for 5-a-day and vitamins
- Flavour and sugar are the key purchase factors for the category
- Fruit-like nutritional content and high fibre appeal widely
- Ethical ingredients sway nearly three quarters of buyers
- Opportunity for smoothies to be positioned as meal replacements
Usage of Fruit Juice, Juice Drinks, Smoothies and Coconut Water
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- Popularity of fruit juice endures despite sugar warnings
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- Figure 43: Usage of fruit juice, juice drinks and smoothies, August 2019
- Fruit juice remains the most frequently drunk type
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- Figure 44: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2019
- Usage of juice drinks is higher among families
- Smoothies are a rare treat
Usage of Freshly Made Fruit Juice/Smoothies
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- Freshly making own juices/smoothies shows growing popularity
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- Figure 45: Drinking of freshly made fruit juices/smoothies, August 2019
- Increase in out-of-home drinking of freshly made juices/smoothies
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- Figure 46: Drinking of fruit juices/smoothies freshly made in front of you, August 2019
Reasons for Drinking Fruit Juice, Juice Drinks and Smoothies
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- A good way to get fruit or vegetables into the diet say two in five
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- Figure 47: Reasons for drinking fruit juices, juice drinks or smoothies, August 2019
- Getting vitamins is an important reason for 35-54 year olds
- Scope to expand appeal as alcohol alternatives
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- Figure 48: Examples of fruit juice, juice drinks and smoothies positioned as alcohol alternatives, 2019
Important Purchasing Factors for Fruit Juices, Juice Drinks and Smoothies
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- Flavour is the key purchase factor for the category
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- Figure 49: Important purchasing factors for fruit juices, juice drinks and smoothies, August 2019
- No added sugar enjoys a strong lead over low sugar
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- Figure 50: No-added-sugar message on Tropicana orange juice, September 2019
- No artificials matter to three in 10 juice drink buyers
- Functional claims are a key factor for one in five in smoothies
Interest in Fruit Juice, Juice Drink and Smoothie Concepts
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- Nearly two thirds of people are open to new concepts
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- Figure 51: Interest in trying fruit juice, juice drinks or smoothies, August 2019
- Fruit-like nutritional content garners most interest
- High fibre interests over a quarter of consumers
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- Figure 52: Fruit juice, juice drinks and smoothies – CHAID – Tree output, October 2019
- Methodology
- Opportunity to tap into the gut health trend
- Inspiration from yogurt drinks
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- Figure 53: Examples of variants from Actimel’s Fruit & Veg Culture Shot range, August 2019
Behaviours Related to Fruit Juices, Juice Drinks and Smoothies
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- Ethical ingredients sway nearly three quarters of buyers
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- Figure 54: Behaviours related to fruit juice, juice drinks or smoothies, August 2019
- Explaining ethical credentials is needed to convince consumers
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- Figure 55: Examples of tangible on-pack ethical descriptions, 2018-19
- Under-35s would be most interested in trying a juice cleanse/detox
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- Figure 56: Press Daily Celery Raw Cold-Pressed Juice, June 2019
- ‘Spoonable’ smoothies appeal widely
Attitudes towards Fruit Juices, Juice Drinks and Smoothies
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- Opportunity for smoothies to be positioned as meal replacements
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- Figure 57: Attitudes towards fruit juices, juice drinks or smoothies, August 2019
- A third of category users trust vegetables to boost the healthiness of fruit drinks
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 58: Best- and worst-case forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2019-24
- Figure 59: Best- and worst-case forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2019-24
Appendix – Market Share
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- Figure 60: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2017/18 and 2018/19
- Figure 61: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2017/18 and 2018/19
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- Figure 62: UK retail sales of leading manufacturers in the smoothie market, by value and volume, 2017/18 and 2018/19
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Appendix – Launch Activity and Innovation
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- Figure 63: New product launches in the UK fruit juice, juice drinks and smoothies market, by branded and own-label, 2015-19
- Figure 64: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 claims, 2015-19
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- Figure 65: New product launches in the UK fruit juice, juice drinks and smoothies market, by packaging material, 2015-19
- Figure 66: New product launches in the UK fruit juice, juice drinks and smoothies market targeted at 5-12 year-olds, 2015-19
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- Figure 67: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 flavour subgroups, 2015-19
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Appendix – The Consumer
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- Figure 68: Purchasing of fruit juice, juice drinks, smoothies and coconut water, August 2019
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- Figure 69: Fruit juice, juice drinks and smoothies – CHAID – Table output, October 2019
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- Figure 70: Fruit juice, juice drinks and smoothies – CHAID – Table output, October 2019
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