Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US retail sales and forecast of juice and juice drinks, by segment, at current prices, 2015-25
- Impact of COVID-19 on juice and juice drinks
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- Figure 2: Short-, medium- and longer-term impact of COVID-19 on juice and juice drinks, June 2020
- Top takeaways
- Key trends
- COVID-19 brings sparks demand for vitamin C
- On-the-go smoothies go down
- Flavor and fun divide juice buyers
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- Figure 3: Juice and juice drink consumers, April 2020
- Juice drinks keep the market afloat
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- Figure 4: Juice and juice drink purchases, April 2018 and 2020
- Confusing consumption occasions calls for niche benefits
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- Figure 5: Purchase motivators, April 2020
- What it means
Impact of COVID-19 on Juice and Juice Drinks
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- What you need to know
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- Figure 6: Short-, medium- and longer-term impact of COVID-19 on juice and juice drinks, June 2020
- Opportunities and threats
- Wellness starts with a strong immune system, but it won’t stop there
- Traveling through taste
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- Figure 7: Internationally inspired juices
- Bring back morning “me” time
- Making juice the secret ingredient
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- Figure 8: Bolthouse Farms’ vanilla chai French toast
- Impact of COVID-19 on the juice market
- COVID-19 demand spike drives first signs of growth
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- Figure 9: Total US sales and forecast of juice and juice drinks, at current prices, 2015-25
- Juice just got pricey
- Shopping from home
- An inconvenient truth for convenience stores
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- Figure 10: Share of retail sales of juice and juice drinks, by channel, at current prices, 2015-20
- How the COVID-19 crisis will affect the juice industry’s key consumer segments
- Aging consumers are more recession-proof, but more at-risk
- Making the juice worth the squeeze for lower-income consumers
- Pleasing parents and kids
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- Figure 11: Juicy Juice looks to appeal to the whole family
- How a COVID-19 recession will reshape the juice industry
- Private label drives value appeal
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- Figure 12: Multi-outlet sales of juice and juice drinks, by retail channel, at current prices, 2019-20
- Legacy brands look to evolve along with consumers
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- Figure 13: Juice brands focus on sustainable initiatives
- COVID-19: US context
The Market – What You Need to Know
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- Declining juice sales see relief from COVID-19
- Sugar waters down the category
- What about these blurred lines?
Market Size and Forecast
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- Turning lemons into lemonade
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- Figure 14: Total US sales and forecast of juice and juice drinks, at current prices, 2015-25
Market Breakdown
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- High sugar has prompted low interest
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- Figure 15: Total US retail sales of juice and juice drinks, by segment, at current prices, 2020 (est)
- Figure 16: Total US retail sales of juice and juice drinks, by segment share, at current prices, 2015-25
- RTD with nowhere to be
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- Figure 17: Kellogg’s announces Joyböl in March 2020
Market Perspective
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- Viva la vodka cran
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- Figure 18: Multi-outlet sales of cocktail mixes, at current prices, 2015-20
- Figure 19: Calamansi premium juice as a mixer
- Muddled lines between BFY beverages
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- Figure 20: Blurred functional juices
- Functionality in foodservice
- Impacted ingredients
- Favorable formats
Market Factors
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- Not so sweet on sugar
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- Figure 21: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
- Sugar isn’t the only sweetener
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- Figure 22: Juice drink labels
- Modern families stress traditional categories
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- Figure 23: Percentage of households with children, 2008-18
- Pouring innovations to serve Millennial parents
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- Figure 24: Households with own children under age 18, by age of householder, 2018
- The perimeter of the store in the palm of your hand
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- Figure 25: LIFEAID paid social campaign
- The other kind of green juice
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- Figure 26: On-pack sustainability claims
Key Players – What You Need to Know
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- Private label continues to perform
- Return of the OG: OJ
- The Yoo-hoo Phenomenon: when blurring and hybrid drinks catch on
- What’s your function?
- Fan flavorites
Company and Brand Sales of Juice and Juice Drinks
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- COVID-19 has already left its mark
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- Figure 27: IRI CPG Demand Index: MULO sales of juices, drink mixes, and frozen beverages
- Private label continues to squeeze major brands
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- Figure 28: Private label juices
- Figure 29: Multi-outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working?
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- OJ sales are healthy
- Success concentrates on concentrates
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- Figure 30: Multi-outlet sales of drink mixes and concentrates, rolling 52 weeks 2019 and 2020
- Hybrid drinks split flavor and function
What’s Struggling?
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- Bottled smoothies are ready to drink, but people aren’t ready to buy
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- Figure 31: Multi-outlet sales of juice and juice drinks, by segment, rolling 52 weeks 2019 and 2020
- Feeling sour toward sweetened juices
What to Watch
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- Gut check
- Brain blast
- Savor it
The Consumer – What You Need to Know
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- Juice drinks are a bright spot
- Death by daypart
- Deliver on nutrition before offering function
- Purchase fatigue is spoiling consumers’ interest
Juice and Juice Drink Consumer Segments
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- Nutrition and novelty divide consumers
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- Figure 32: Juice and juice drink consumers, April 2020
- Enthusiastic Experimenters
- Demographic snapshot
- What it means
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- Figure 33: Attitudes toward juice and juice drinks – Enthusiastic Experimenters, indexed to all juice buyers, April 2020
- Benefit Believers
- Demographic snapshot
- What it means
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- Figure 34: Attitudes toward juice and juice drinks – Benefit Believers, indexed to all juice buyers, April 2020
- Habit Buyers
- Demographic snapshot
- What it means
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- Figure 35: Attitudes toward juice and juice drinks – Habit Buyers, indexed to all juice buyers, April 2020
- Skeptical Shoppers
- Demographic snapshot
- What it means
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- Figure 36: Attitudes toward juice and juice drinks – Skeptical Shoppers, indexed to all juice buyers, April 2020
Juice and Juice Drink Purchases
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- Purchase incidence is falling
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- Figure 37: Juice and juice drink purchases, April 2018 and 2020
- Gen Z is primed for functional benefits
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- Figure 38: Juice and juice drink purchases, by generation, April 2020
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- Figure 39: Juice and juice drink consumers, by generation, April 2020
- Juice is a family affair
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- Figure 40: Juice and juice drink purchases, by parental status, April 2020
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- Figure 41: Juice and juice drink consumers, by parental status, April 2020
Consumption Occasions
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- Looking beyond the low-hanging fruit
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- Figure 42: Consumption occasions, by juice type, April 2020
- Where does juice belong?
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- Figure 43: Correspondence analysis – consumption occasions, April 2020
Shifts in Consumption
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- Purchase patterns are flat
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- Figure 44: Shifts in consumption, April 2020
- Do it for the kids
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- Figure 45: Shifts in consumption, by parental status, April 2020
- Healthy, tasty, quickly
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- Figure 46: Shifts in consumption – buying more, April 2020
- Tightened purse strings, loosened belts
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- Figure 47: Shifts in consumption – buying less, April 2020
Purchase Motivators
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- Just the pear necessities
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- Figure 48: Purchase motivators, April 2020
- Benefit Believers want specific claims
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- Figure 49: Purchase motivators, by consumer segment, April 2020
Interest in Innovations
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- Juice, now with 100% real purchase fatigue
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- Figure 50: Interest in innovations, April 2020
- Lessons in global citizenship
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- Figure 51: TURF analysis – interest in innovations, April 2020
- Methodology
- A treat for every budget
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- Figure 52: Interest in innovations, by financial situation, April 2020
- Enthusiastic Experimenters live up to their name
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- Figure 53: Interest in innovations, by consumer segment, April 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 54: Total US sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2015-25
- Figure 55: Total US sales and forecast of 100% juice, at current prices, 2015-25
- Figure 56: Total US sales and forecast of 100% juice, at inflation-adjusted prices, 2015-25
- Figure 57: Total US sales and forecast of juice drinks, at current prices, 2015-25
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- Figure 58: Total US sales and forecast of juice drinks, at inflation-adjusted prices, 2015-25
- Figure 59: Total US sales and forecast of RTD bottled smoothies, at current prices, 2015-25
- Figure 60: Total US sales and forecast of RTD bottled smoothies, at inflation-adjusted prices, 2015-25
- Figure 61: Total US retail sales of juice and juice drinks, by channel, at current prices, 2015-20
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- Figure 62: Total US retail sales of juice and juice drinks, by channel, at current prices, 2018 and 2020
- Figure 63: US supermarket sales of juice and juice drinks, at current prices, 2015-20
- Figure 64: US convenience store sales of juice and juice drinks, at current prices, 2015-20
- Figure 65: US sales of juice and juice drinks through other retail channels, at current prices, 2015-20
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Appendix – Key Players
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- Figure 66: Multi-outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 67: Multi-outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 68: Multi-outlet sales of RTD bottled smoothies, by leading companies and brands, rolling 52 weeks 2019 and 2020
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Appendix – The Consumer
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- Figure 69: Attitudes toward juice and juice drinks, by consumer segment, April 2020
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- Figure 70: Attitudes toward juice and juice drinks, by consumer segment, April 2020
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