What you need to know
For years, juice sales have been hindered by the category’s inability to align products’ functional claims with rapidly changing diet and nutrition trends, as well as its established perception as a kids’ breakfast drink. That said, the $18.9 billion market is expected to see modest growth for the first time in more than a decade thanks to a spike in demand caused by the COVID-19 outbreak. Consumers are actively seeking vitamin-rich food and drink options with a long shelf life to ride out the pandemic and recession. While sales are currently expected to continue on their pre-pandemic downward trajectory starting in 2023, juice has been given a second chance to appeal to health-conscious shoppers. If brands play their cards right, growth could continue beyond the current outbreak.
Key issues covered in this Report
The impact of COVID-19 on juice and juice drinks
The rise of private label drinks during the COVID-19 recession
The negative impact of sugar and sweeteners on the category
The potential for added functionality
This Report was written June 17-22, 2020.
Definition
For the purposes of this Report, Mintel has used the following definitions:
100% juice: fruit and vegetable juices, mixes, and concentrates, with no other ingredients added; includes both 100% juice blends and 100% pure juice of a single kind
Juice drinks: juices, mixes (eg powdered drinks such as Kool-Aid), and concentrates containing ingredients other than fruit and/or vegetable juice, such as corn syrup or other sweeteners and flavorings
Note: also included in juice drinks are products typically not associated with juices such as fruit punches, Bai Bubbles, and some kombuchas (if they include juice).
RTD smoothies: drinks made with fruit and/or juice with some kind of thickener, such as fruit puree or milk
Fruit and vegetable juice and juice drinks covered in the Report include those sold in a number of formats such as:
Aseptic (boxed)
Canned/bottled
Shelf-stable
Refrigerated/frozen
