Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2016-26
- Impact of COVID-19 on juice and juice drinks
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on juice and juice drinks, 2021
- Opportunities and challenges
- Maintain renewed focus on functionality
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- Figure 3: Select opinions on juice and juice and juice drinks – Functional benefits, by gender and parental status, 2021
- Mix in more juice occasions
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- Figure 4: Reasons for buying more juice and juice drinks, 2021
- Find creative ways to combat high sugar content
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- Figure 5: Select opinions on juice and juice drinks – Portion control and hybrid products, by gender and parental status, 2021
The Market – Key Takeaways
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- Sales surge will be challenging to maintain
- Sugar content is still a point of contention
- Struggling smoothies are in need of a makeover
Market Size and Forecast
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- Juice category enjoys lingering window of opportunity
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- Figure 6: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2016-26
- Figure 7: Total US sales and forecast of juice and juice drinks, at current prices, 2016-26
Segment Performance
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- Smoothies struggle, juices rise
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- Figure 8: Total US retail sales and forecast of juice and juice drinks, by segment, at current prices, 2019 and 2021
Market Factors
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- Juice category can’t hide from its sugar problem
- Associations with sugar and obesity hinder long-term growth potential
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- Figure 9: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
- Need to break free from heavy reliance on families
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- Figure 10: Percentage of households with children, 2008-18
Companies and Brands – Key Takeaways
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- Brands of all sizes enjoy sales spike
- Add on the functional incentives
- Cleanse and detox claims may come back into the spotlight
Market Share
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- Brands of all sizes see reprieve from years of sinking sales
- Sales of juice and juice drinks by company
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- Figure 11: Multi-outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2020 and 2021
- Even leaders lose ground with “other” brand struggles
- Still and sparkling cider give apple juice a boost
- Sales of 100% juice by company
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- Figure 12: Multi-outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Getting distance from sugar is getting attention
- Sales of juice drinks by company
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- Figure 13: Multi-outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Sales of smoothies by company
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- Figure 14: Multi-outlet sales of smoothies, by leading companies and brands, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Riding the immunity wave
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- Figure 15: Functional juices – Immunity
- Brands invest in energy, functionality for the long haul
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- Figure 16: Functional juices – Energy
- Doubling down on parental loyalty with cleaner label
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- Figure 17: Healthier juice drinks for kids – Rethink Splash, Fruitly and Minute Maid Fruit & Veggie
- Betting on anti-oxidants to remedy tasty sins
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- Figure 18: Functional juice drink examples – Minute Maid Plus, Bai Antioxidant
- Brands target cleanses and detoxing to get consumers back on track
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- Figure 19: Cleanse and detox examples – Urban Remedy Suja Organic and Sol-ti
Market Opportunities
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- Flavor + function = new occasions
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- Figure 20: Flavor preferences for ideal non-alcoholic beverage, by total and juice/juice drink drinkers
- Consider a shift to local and sustainable offerings
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- Figure 21: Field + Farmer (100% juice and juice drinks – All varieties)
- Smoothies need a makeover
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- Figure 22: Functional smoothies – Koia and Once Upon a Farm
The Consumer – Key Takeaways
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- Juice brands can fight to maintain healthier image
- Focus on functionality for sustained growth
- Just add water?
- Lighten up on the sweeteners
- Amplify the benefits
- Shine up the health halo
The Juice and Juice Drinks Consumer
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- Figure 23: Beverage types consumed, 2021
- Older adults avoid juice drinks
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- Figure 24: Juice and juice drink consumption, by age, 2021
- Parents can shake up old habits
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- Figure 25: Juice and juice drink consumption, by gender and parental status, 2021
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Juice Types Purchased
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- Only a third of juice fans buy more than three types
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- Figure 26: Repertoire, juice types purchased, 2021
- Build depth and frequency with inspiration and innovation
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- Figure 27: Juice types purchased, 2021
- Parents seek convenient nutrition
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- Figure 28: Juice types purchased – Smoothies, juice cleanse kits and functional juice shots, by gender and parental status, 2021
Shifts in Juice Purchase
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- Figure 29: Shifts in juice purchase, 2020 and 2021
- Reinforce the pursuit of health with parents and non-parents to keep the momentum
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- Figure 30: Shifts in juice purchase compared to a year ago, by total, gender and parental status, 2021
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Reasons for Buying More Juice
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- Position juice as a tasty alternative to supplements
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- Figure 31: Reasons for buying more juice and juice drinks, 2021
- Encourage, inspire consumers to keep mixing it up
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- Figure 32: Using juice and juice drinks as a mixer, by parental status, 2021
Juice Reduction: Reasons and Swaps
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- Figure 33: Juice and juice drinks swaps, 2021
- Juice drowning in competition from waters
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- Figure 34: Juice and juice drinks swaps, 2021
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Sweetener Preferences
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- Clean and simple sweeteners FTW
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- Figure 35: Sweetener preferences in juice and juice drinks, by parental status, 2021
Desired Ingredient Profile
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- Give juice consumers more bang for their buck
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- Figure 36: Desired ingredient profile in juice and juice drinks, 2021
- Stack on the benefits for the greatest reach
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- Figure 37: Desired ingredient profile in juice and juice drinks, 2021
- Functional formulations can catch the attention of parents
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- Figure 38: Desired ingredient profile in juice and juice drinks, by gender and parental status, 2021
Attitudes toward Juice and Juice Drinks
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- Focus on nutrition and functionality are key
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- Figure 39: Select opinions on juice and juice and juice drinks – Health perceptions of juice types, by gender and parental status, 2021
- Functional benefits can boost sales, especially among parents
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- Figure 40: Select opinions on juice and juice and juice drinks – Functional benefits, by gender and parental status, 2021
- Most juice consumers would like . . . a little less juice
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- Figure 41: Select opinions on juice and juice drinks – Portion control and hybrid products, by gender and parental status, 2021
- Appeal to consumers with all-around sustainably
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- Figure 42: Select opinions on juice and juice drinks – Sustainability, by gender and parental status, 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 43: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2016-26
- Figure 44: Average household spending on juice and juice drinks, 2016-21
- Figure 45: Total US retail sales and forecast of 100% juice, at current prices, 2016-21
- Figure 46: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2016-21
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- Figure 47: Total US retail sales and forecast of juice drinks, at current prices, 2016-21
- Figure 48: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2016-21
- Figure 49: Total US retail sales and forecast of smoothies, at current prices, 2016-21
- Figure 50: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2016-21
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- Figure 51: Total US retail sales of juice and juice drinks, by channel, at current prices, 2019 and 2021
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Appendix – The Consumer
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- Figure 52: TURF analysis – Desired ingredient profile, 2021
- Methodology
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