Table of Contents
Executive Summary
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- Impact of COVID-19 on fruit juice, juice drinks and smoothies
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- Figure 1: Short, medium and long-term impact of COVID-19 on fruit juice, juice drinks and smoothies, 12 January 2021
- The market
- Loss of on-premise due to COVID-19 devastates the category
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- Figure 2: Market size and forecast for fruit juice, juice drinks and smoothies, 2015-25
- Category will see some bounce-back in 2021
- Fruit juice bucks trend of category in retail sales in 2020
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- Figure 3: UK value sales of fruit juice, juice drinks and smoothies, by segment, 2018-20
- Companies and brands
- Tropicana benefits from success of 100% fruit juice in retail in 2020
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- Figure 4: UK retail sales of leading brands in the fruit juice market, by value, 2018/19 and 2019/20
- Market leader Ribena hit hardest in juice drinks, Innocent retains lead in smoothies
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- Figure 5: UK retail sales of leading brands in the juice drinks market, by value, 2018/19 and 2019/20
- Fortification and functional claims jump in 2020
- 2020 sees dramatic drop in adspend for category
- The consumer
- Four in five people are still category users despite war on sugar
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- Figure 6: Usage of fruit juice, juice drinks, smoothies and coconut water, October 2020
- Fruit juice is most commonly drunk and most popular daily choice
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- Figure 7: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, October 2020
- Health benefits are key to adding value
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- Figure 8: Factors that would encourage people to spend more on a fruit juice, juice drink or smoothie, October 2020
- Pairing juices and smoothies with food would interest 54%
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- Figure 9: Behaviours related to fruit juice, juice drinks and smoothies, October 2020
- Majority see juices and smoothies as an easy way to boost nutrient intake
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- Figure 10: Attitudes towards fruit juice, juice drinks and smoothies, October 2020
- Heart health leads health-related interests
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- Figure 11: Concepts of interest in fruit juice, juice drinks and smoothies, October 2020
- Nearly half of drinkers prefer cutting the amount of added sugar to reduce sugar content
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- Figure 12: Most appealing ways of reducing sugar content in fruit juice, juice drinks and smoothies, October 2020
Issues and Insights
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- Increased focus on health due to COVID-19 holds opportunities and threats
- Income squeeze ups pressures on brands to deliver value
- Health benefits are key to adding value
The Market – Key Takeaways
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- COVID-19 severely disrupts the market in 2020
- Category will see some bounce-back in 2021
- Juice drinks and smoothies’ retail sales hit hard by loss of on-the-go occasions
- COVID-19 has heightened the spotlight on health
- Small growth in under-20s lends limited support for the market going forward
Market Size and Forecast
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- Impact of COVID-19 on fruit juice, juice drinks and smoothies
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- Figure 13: Short, medium and long-term impact of COVID-19 on fruit juice, juice drinks and smoothies, 12 January 2021
- Loss of on-premise occasions due to COVID-19 delivers a blow to the category
- Volume sales had already been on a downward trajectory…
- …but COVID-19 severely disrupts the market
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- Figure 14: UK value and volume sales of fruit juice, juice drinks and smoothies, 2015-25 (prepared on 14 January 2021)
- Category will see some bounce-back in 2021…
- …but 2022-25 not predicted to return to pre-COVID levels
- Sugar concerns will continue to plague the market going forward
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- Figure 15: UK value sales of fruit juice, juice drinks and smoothies, 2015-25 (prepared on 14 January 2021)
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- Figure 16: UK volume sales of fruit juice, juice drinks and smoothies, 2015-25 (prepared on 14 January 2021)
- Market drivers and assumptions
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- Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 14 January 2021)
- Learnings from the last recession
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- Figure 18: Value sales of fruit juice, juice drinks and smoothies, 2007-12
- Forecast methodology
Market Segmentation
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- On-premise closures fuel sharp sales declines
- Juice drinks and smoothies’ retail sales hit hard by loss of on-the-go occasions
- Fruit juice outperforms in 2020
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- Figure 19: UK sales of fruit juice, juice drinks and smoothies, by segment, 2015-20
Market Drivers
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- Government launches new obesity strategy due to COVID-19
- Category will continue to feel the pressure, but consumers are open to reduced sugar content
- PHE announces results of sugar reduction programme
- SDIL sees impressive results across retailer- and manufacturer-branded products
- Income squeeze puts fruit juice under pressure…
- …but alcohol moderation could provide small gains
- Brexit will be felt by 100% fruit juice and smoothies
- Introduction of Deposit Return Scheme in Scotland delayed by COVID-19
- Small growth in under-20s lends limited support for the market going forward
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- Figure 20: Trends in UK population, by age, 2015-20 and 2020-25
Companies and Brands – Key Takeaways
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- Tropicana benefits from success of 100% fruit juice in retail in 2020
- Market leader Ribena hit hardest in juice drinks, Innocent retains lead in smoothies
- Fortification and functional claims jump in 2020
- PepsiCo launches reduced sugar ranges for Naked and Tropicana
- 2020 sees dramatic drop in adspend for category
Market Share
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- Tropicana benefits from success of 100% fruit juice in retail in 2020
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- Figure 21: UK retail sales of leading brands in the fruit juice market, by value and volume, 2017/18-2019/20
- Market leader Ribena hit hardest by COVID-19 disruption
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- Figure 22: UK retail sales of leading brands in the juice drinks market, by value and volume, 2017/18-2019/20
- Innocent retains lead in smoothies
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- Figure 23: UK retail sales of leading brands in the smoothies market, by value and volume, 2017/18-2019/20
- Children’s smoothie brands are only ones to see growth
Launch Activity and Innovation
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- Fortification and functional claims jump in 2020
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- Figure 24: Share of launches in the fruit juice, juice drinks and smoothies market with a vitamin/mineral-fortified claim, 2015-20
- Innocent places emphasis on functional claims in Super Smoothies relaunch…
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- Figure 25: Example of the changes in Innocent Super Smoothie front-of-pack messaging, 2018-20
- …with wide-ranging functional claims for new variants
- Innocent makes first entry into juice shots
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- Figure 26: Innocent Blue Spark and Blazing Greens, 2020
- Energy claims continue to rise
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- Figure 27: Share of launches in the fruit juice, juice drinks and smoothies market with a functional energy or immune system claim, 2015-20
- Tropicana calls out magnesium content in relaunched Essentials variants
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- Figure 28: Tropicana + Power Punch and Viva Vitality variants calling out magnesium content, 2020
- Immunity claims become more relevant due to COVID-19
- Tropicana puts the spotlight on protecting wellbeing and supporting the immune system
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- Figure 29: Recent examples of launches calling out immunity claims, 2020
- Pomegreat redesigns packaging to call out antioxidants
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- Figure 30: Previous and new packaging designs of Pomegreat, 2018 and 2020
- PepsiCo launches reduced sugar ranges for Naked and Tropicana
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- Figure 31: Average sugar content per 100ml in new launches in the juice, nectars and fruit/flavoured still drinks categories, 2015-20
- Naked Lean launches in January 2020…
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- Figure 32: Naked Lean and Tropicana Lean launches with low/reduced sugar claim, 2020
- …with Tropicana following in September
- Sustainability claims see significant increase
- Del Monte details how juice from concentrate helps the planet
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- Figure 33: Del Monte giving details of its sustainability efforts, 2020
- Recycling claims remain relevant
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- Figure 34: Recent examples of sustainable packaging, 2020
- Ribena set to make plastic packaging completely sustainable by 2030
Advertising and Marketing Activity
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- 2020 sees dramatic drop in adspend for category
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- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2019-November 2020
- Innocent spends big on Super Smoothies rebranding
- Innocent puts a light-hearted spin on rebranding
- New additions to range are focus of further activity…
- …followed by a TV advert for the whole range
- Rubicon encourages people to make the ‘unboring’ choice
- Fruit Shoot promotes support of Change4Life on social media
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 36: Attitudes towards and usage of selected brands, December 2020
- Key brand metrics
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- Figure 37: Key metrics for selected brands, December 2020
- Brand attitudes: Innocent and Tropicana lead on high-quality image
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- Figure 38: Attitudes, by brand, December 2020
- Brand personality: Children’s brands lead on perceived accessibility
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- Figure 39: Brand personality – macro image, December 2020
- Tropicana seen as most delicious
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- Figure 40: Brand personality – micro image, December 2020
- Brand analysis
- Innocent scores highest on innovative image
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- Figure 41: User profile of Innocent, December 2020
- Naked enjoys joint highest levels of recommendation alongside Innocent
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- Figure 42: User profile of Naked, December 2020
- Tropicana leads on taste
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- Figure 43: User profile of Tropicana, December 2020
- Rubicon lacks strong positive associations
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- Figure 44: User profile of Rubicon, December 2020
- Capri-Sun has strong image of being good value
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- Figure 45: User profile of Capri-Sun, December 2020
- Robinsons Fruit Shoot shares highest perceptions of fun with Innocent
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- Figure 46: User profile of Robinsons Fruit Shoot, December 2020
The Consumer – Key Takeaways
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- On-premise and on-the-go market severely disrupted by pandemic
- COVID-19 has increased consumer concern surrounding health
- Four in five people are still category users despite war on sugar
- Health benefits are key to adding value
- Majority see juices and smoothies as an easy way to boost nutrient intake
- Pairing juices and smoothies with food would interest 54%
- Money concerns would prompt 52% to trade down
- Nearly half of drinkers prefer cutting the amount of added sugar to reduce sugar content
Impact of COVID-19 on Consumer Behaviour
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- On-premise and on-the-go market severely disrupted by pandemic
- School lunchbox occasions lost during first nationwide lockdown
- Consumer wariness of public places and income squeeze have also impacted market
- Long-term working from home to benefit larger formats
- COVID-19 has increased consumer concern surrounding health
- Category can tap into heightened interest in immunity
- Uplift in interest in sustainability is predicted long term
Usage of Fruit Juice, Juice Drinks, Smoothies and Coconut Water
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- Four in five people are still category users despite war on sugar
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- Figure 47: Usage of fruit juice, juice drinks, smoothies and coconut water, October 2020
- Fruit juice is most commonly drunk and most popular daily choice
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- Figure 48: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, October 2020
- Juice drinks are more popular amongst families
- Smoothies remain an infrequent choice
Usage of Freshly Made Fruit Juices/Smoothies
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- Usage of freshly made fruit juices/smoothies remains steady
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- Figure 49: Drinking of freshly made fruit juices/smoothies made by respondent, October 2019 and October 2020
- Out-of-home freshly made fruit juices/smoothies hit by COVID-19
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- Figure 50: Drinking of fruit juice/smoothies freshly made in front of you, October 2019 and October 2020
Factors worth Paying More for in a Fruit Juice, Juice Drink or Smoothie
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- Health benefits are key to adding value
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- Figure 51: Factors that would encourage people to spend more on a fruit juice, juice drink or smoothie, October 2020
- Gut health presents an untapped opportunity for the category
- Significant interest in high fibre can help link with gut health
- High-fibre ingredients and whole fruits could boost fibre content…
- …whilst those with added fibre should be more vocal about link between fibre and digestive health
- Juice brands can look to breakfast cereals for inspiration
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- Figure 52: Recent examples of breakfast cereals calling out wheat bran fibre and inulin’s links with digestive health, 2019-20
- Less common fruits/berries appeal to nearly a quarter
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- Figure 53: Recent international examples of fruit juice and juice drinks made from less common fruits/berries – US and Canada, 2020
Behaviours Related to Fruit Juice, Juice Drinks and Smoothies
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- Pairing juices and smoothies with food would interest 54%
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- Figure 54: Behaviours related to fruit juice, juice drinks and smoothies, October 2020
- Pairing suggestions are currently limited to premium brands
- Pairing could help juice brands tap into alcohol moderation
- Money concerns would prompt 52% to trade down
- Previous recession saw own-label lose share
- Demonstrating value through focus on portions
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- Figure 55: Recent examples of brands highlighting number of portions to emphasise value and on-pack visual serving guidance, 2020
- COVID-19 makes immunity claims more relevant
- Interest in less common fruits and berries provides potential…
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- Figure 56: Recent examples of kiwi and acerola cherry in fruit juice, juice drinks and smoothies, 2020
- …whilst looking beyond Vitamin C can also create standout
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- Figure 57: Lassonde Oasis Health Break ImmuniForce juice and Innocent Rays & Shine juice calling out Vitamin A and D content – Canada/UK, 2020
Attitudes towards Fruit Juice, Juice Drinks and Smoothies
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- Majority see juices and smoothies as an easy way to boost nutrient intake
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- Figure 58: Attitudes towards fruit juice, juice drinks and smoothies, October 2020
- Providing tangible measures of nutrients will offer standout
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- Figure 59: Recent examples of brands providing back-of-pack information of percentage of daily nutrient intake, 2018-20
- Juice brands can draw inspiration from other categories
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- Figure 60: Recent examples of other categories placing product contribution to nutrient intake front of pack, 2020
- Alcohol moderation trend holds considerable potential
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- Figure 61: Recent examples of mocktail juice drinks, 2019-20
Concepts of Interest in Fruit Juice, Juice Drinks and Smoothies
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- Heart health leads health-related interests
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- Figure 62: Concepts of interest in fruit juice, juice drinks and smoothies, October 2020
- Plant sterols can help brands to tap into heart health interest…
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- Figure 63: Recent examples of fruit juice and smoothies containing plant sterols and oat beta-glucan – Canada and UK, 2017-20
- …as can adding oat beta-glucan
- Higher interest in natural high-protein ingredients reflects mixed views on fortification
- Natural high-protein ingredients can boost health halo…
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- Figure 64: International examples of natural high-protein ingredients in juice drinks and smoothies, 2019-20
- …whilst brands using added protein should emphasise its naturalness
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- Figure 65: Innocent Super Smoothie Berry Protein calling out its added ‘protein from plants’, 2020
Most Appealing Ways of Reducing Sugar Content in Fruit Juice, Juice Drinks and Smoothies
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- Nearly half of drinkers prefer cutting the amount of added sugar to reduce sugar content
- Considerable interest in less sweet variants suggests opportunities for juice drinks
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- Figure 66: Most appealing ways of reducing sugar content in fruit juice, juice drinks and smoothies, October 2020
- Inspiration for “less sweet” messaging can be taken from other categories
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- Figure 67: Recent examples of products calling out less sweet proposition, 2020
- Converting natural sugars to dietary fibres interests 24% for sugar reduction
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Share
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- Figure 68: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2017/18-2019/20
- Figure 69: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2017/18-2019/20
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- Figure 70: UK retail sales of leading manufacturers in the smoothies market, by value and volume, 2017/18-2019/20
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Appendix – Launch Activity and Innovation
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- Figure 71: Share of new product launches in the UK fruit juice, juice drinks and smoothies market, by top 20 claims, 2015-20 (sorted by 2019)
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Appendix – Factors worth Paying More for in a Fruit Juice, Juice Drink or Smoothie
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- Figure 72: Flavour components in the UK fruit juice, juice drinks and smoothies market, by top 20 flavours, 2015-20 (sorted by 2019)
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