Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overall juice/drinks consumption remains unchanged; orange juice declines
- Teens move away from juices/drinks; population trends dampen growth
- Kids aged 6-11 are the key consumer; target moms effectively
- Recession has hurt the fruit juice/drinks market
- Packaging appearance is important to fruit juice/drinks users
- Added sugar is the biggest reason non-drinkers avoid juice/drinks
Insights and Opportunities—A Consumer-centric View
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- There is nothing sweet about sugar and sweeteners in juice/juice drinks
- Growth opportunities exist for water-diluted juices
- Natural sugar added is acceptable to some
- Artificial sweeteners viewed as unhealthy and unpalatable; can stevia infuse growth in low-sugar juices/drinks?
- Manufacturers need to add “excitement” quotient to fruit juice/drinks packaging
- But, be careful when tinkering with the packaging
Inspire Trends
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- What’s it about
- What we have seen
- Implications for the industry
Market Drivers—Health and Wellness Trends
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- Key points
- The number of adults watching their diets appears to have reached its high, but is still substantial
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- Figure 1: Incidence of presently watching/controlling diet, May 2004-June 2009
- Adults watching their diet seek low-fat, low-sugar food products
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- Figure 2: Attributes diet-watchers look for in food, 2006 and 2009
- Adult obesity levels in the U.S. stabilize but still remain a cause of concern
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- Figure 3: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2006
- Consumer and government concerns for obesity-related issues spell negative outlook for juice industry
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- Figure 4: Reasons for watching/controlling diet, 2006 and 2009
- Number of obese children and teens increases at an alarming rate in the U.S.
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- Figure 5: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2006
- High-fructose corn syrup alienates consumers
Market Drivers—Demographic and Economic Factors
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- Key points
- Households with children impact fruit juice and juice drinks sales
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- Figure 6: Households, by presence of children, 1998-2008
- Kids’ population growth offers better prospects for 2009-14 period
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- Figure 7: Population of kids aged 6-11, 2004-14
- Teen population growth to remain flat; need to work on frequency growth
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- Figure 8: Teen population by age, 2004-14
- Black and Hispanic population projections offer growth potential for the market
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- Figure 9: Population by race and Hispanic origin, 2004-14
- Recession constricts household spending on fruit juice and juice drinks
- Teen unemployment rate at all time high; suggests less spending on beverages
The Consumer: Usage and Consumption volume
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- Key points
- Orange juice consumption declines in U.S. households
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- Figure 10: Incidence of household fruit juice/juice drinks consumption, by type, May 2004-June 2009
- Personal consumption of fruit juice, pre-prepared juice drinks, and powdered juice drinks
- Age defines core consumers
- High income households under index on pre-prepared and powdered juice drinks
- Households with children and with higher number of people are core consumers
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- Figure 11: Personal consumption of 100% fruit juice, juice drinks and powdered soft drinks, by key demographics, November 2009
- Orange juice consumption volume is much higher than that of other juice/drinks
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- Figure 12: Household consumption volume of different types of juices on an average day, May 2004-June 2009
- Bigger households and with children exhibit higher consumption
- Higher income HHs exhibit lower than average consumption
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- Figure 13: Volume of consumption of different types of juices in HHs, by age, race/Hispanic origin, household income, number of people in household and presence of children, April 2008-June 2009
Orange Juice: Brands, Form of Packaging, Types and Kinds used
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- Tropicana is the brand of orange juice used most (bottles/cans/cartons)
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- Figure 14: Orange juice brands used in HH, by presence of children, April 2008-June 2009
- Household orange juice (bottles/cans/cartons) consumption by the status of refrigeration
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- Figure 15: Orange juice (bottles/cans/cartons) used in household, by status of refrigeration, by presence of children, April 2008-June 2009
- Household orange juice (bottles/cans/cartons) consumption by the form of packaging
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- Figure 16: Type of orange juice (bottles/cans/cartons) used in household, by the form of packaging, by number of people in household, April 2008-June 2009
- Household orange juice (bottles/cans/cartons) consumption by kind
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- Figure 17: Orange juice (bottles/cans/cartons) used in household, by kind, by presence of children, April 2008-June 2009
Other Fruit Juice/Drinks: Brands, Form of Packaging, Type and Refrigeration
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- Ocean Spray is the top brand choice in other fruit juice/drinks
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- Figure 18: Other fruit juice/juice drinks brands used in HH, by presence of children, April 2008-June 2009
- Apple is the top flavor choice in other juice/drinks
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- Figure 19: Other fruit juice/juice drinks flavors used in HH, by presence of children, April 2008-June 2009
- Other fruit juice/juice drinks consumption by status of frozen and refrigeration
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- Figure 20: Other fruit juice/juice drinks used in HH, by frozen and refrigeration status, by household income, April 2008-June 2009
- Majority of other fruit juice/juice drinks users report using regular kind in HH
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- Figure 21: Other fruit juice/juice drinks used in HH, by regular/diet, by number of people in household, April 2008-June 2009
- Other fruit juice/juice drinks consumption by the form of packaging
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- Figure 22: Other fruit juice/juice drinks used in HH, by form of packaging, by number of people in the household, April 2008-June 2009
Frozen Orange Juice: Usage by Brands and Type
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- Minute Maid and Tropicana, and private labels are the top choice in frozen orange juice
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- Figure 23: Frozen orange juice brands used in HH, by household income, April 2008-June 2009
- Frozen orange juice consumption by type
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- Figure 24: Frozen orange juice used in HH, by type, by presence of children, April 2008-June 2009
Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks
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- Low price is the biggest attribute consumers look for in juice/drinks
- Consumers are more likely to look for pro-health attributes in 100% juice than drinks
- One in three adults looks for national brand, one in four for private label in juice/drinks
- Organic claim is more likely to be successful in 100% fruit juice
- Single-serve packaging more desirable in juice drinks
- Functional and carbonated attributes are low in demand
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- Figure 25: Attributes considered when purchasing 100% fruit juice, pre-prepared juice drinks, and powdered soft drinks, October/November 2009
Consumer Behavior: Impact of Economy, Environment and Packaging
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- A majority of buyers buy on sale and use private labels
- Fruit juice/drinks users report change in purchase behavior due to the recession
- Family-size packaging has dual attraction for consumers
- Packaging is an important consideration in purchase behavior
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- Figure 26: Attitudes toward economy, environment, and packaging in relation to juice buying, by age, October/November 2009
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- Figure 27: Attitudes toward economy, environment, and packaging in relation to juice buying, by household income, October/November 2009
Preference for Fruit Juice-based Beverages
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- Fruit juice hybrids—tea, energy drinks and probiotic juices exhibit promising response
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- Figure 28: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by age, October/November 2009
- Households with children appear to be more receptive to juice hybrid beverages
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- Figure 29: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by presence of children, October/November 2009
Attitude: Juice Blends and Carbonated Juice, Super-Premium Juices and Sweeteners
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- Response to new flavors/blends, carbonated juice is favorable
- Super-premium juices lose their luster; face competition from lower-priced juices/drinks
- Artificial sweeteners as well as stevia score low on taste scorecard
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- Figure 30: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by age, October/November 2009
Incidence of Using More or Less Fruit Juice/Juice Drinks compared to Last Year
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- Incidence of drinking more juice is twice that of incidence of drinking less in last year
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- Figure 31: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by age, October/November 2009
- Reasons for drinking more fruit juice compared to a year ago
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- Figure 32: Reasons for drinking more juice compared to a year ago, by gender, October/November 2009
- Reasons for drinking less fruit juice/juice drinks compared to a year ago
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- Figure 33: Reasons for drinking less fruit juice/juice drinks compared to a year ago, by gender, October/November 2009
- Households with children are more price-sensitive during the recession
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- Figure 34: Reasons for drinking less fruit juice/juice drinks compared to a year ago, by presence of children, October/November 2009
Reasons for not Drinking Fruit Juice or Juice Drinks
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- High calorie status of fruit juice/drinks remains the biggest reason for non-consumption
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- Figure 35: Reasons for not drinking fruit juice or juice drinks, by gender, October/November 2009
Impact of Race and Hispanic Origin
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- Blacks are the key consumer in the market followed by Hispanics
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- Figure 36: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by race/Hispanic origin, November 2009
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- Figure 37: Household consumption volume* of different types of juices, by race/Hispanic origin, April 2008-June 2009
- Blacks and Asians report high usage of top brands in orange juice
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- Figure 38: Orange juice brands used in HH, by race/Hispanic origin, April 2008-June 2009
- Other fruit juice consumption by top brands
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- Figure 39: Other fruit juice/juice drinks brands used in HH, by race/Hispanic origin, April 2008-June 2009
- Other fruit juice/juice drinks consumption by flavor
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- Figure 40: Other fruit juice/juice drinks flavors used in HH, by race/Hispanic origin, April 2008-June 2009
- Preference for fruit juice-based beverages
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- Figure 41: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by race/Hispanic origin, October/November 2009
The Teen Consumer: Usage, Consumption volume, and Flavor Preferences
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- Key points
- Teen consumption of orange juice and other juice/juice drinks declines during 2004-09
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- Figure 42: Personal consumption of different types of non-alcoholic beverage among teens, May 2004-June 2009
- Female teen key consumer; male teens more interested in energy drinks and regular soda
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- Figure 43: Personal consumption of different types of beverage among teens, by gender, April 2008-June 2009
- Asian teens the key consumer; black teens prefer other juice/juice drinks
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- Figure 44: Personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2008-June 2009
- Consumption volume of fruit juice/juice drinks declines among teens
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- Figure 45: Personal consumption volume of different types of beverage among teens, May 2004-June 2009
- Apple is the top fruit-flavor choice among teens in other fruit juice/drinks
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- Figure 46: Other fruit juice/juice drinks flavors used by teens, by gender, April 2008-June 2009
- Black teens are the prime target for most fruit flavors in juice/drinks
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- Figure 47: Other fruit juice/juice drinks flavors used by teens, by race/Hispanic origin, April 2008-June 2009
- Teens do not have the monopoly in choosing a favorite brand
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- Figure 48: Incidence of teens making brand purchase decision for brands of other juice/juice drinks, by gender, April 2008-June 2009
The Kid Consumer
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- Key points
- Fruit juice and drinks consumption remains unchanged among kids
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- Figure 49: Personal consumption of different types of beverage among kids, May 2004-June 2009
- Pre-teens gravitate towards competing beverages
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- Figure 50: Personal consumption volume of different types of beverage among kids, by age, April 2008-June 2009
- Juice/drinks consumption among kids remains unaffected by the recession and competition
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- Figure 51: Personal consumption volume of different types of juices among kids, May 2004-June 2009
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- Figure 52: Personal consumption volume of different types of juices among kids, by age, April 2008-June 2009
- Kids aged 6-11 prefer lemonade flavor in other juice/lemonade
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- Figure 53: Personal consumption of different types of beverage among kids, by age, April 2008-June 2009
- Younger kids have favorite flavors in the house most of the time
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- Figure 54: How often kids’ favorite flavors of beverages are in the house, by age, May 2004-June 2009
Cluster Analysis
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- Essentialists
- Enhancers
- Traditionalists
- Cluster characteristics
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- Figure 55: Fruit juice clusters, October 2009
- Figure 56: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by fruit juice clusters, October 2009
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- Figure 57: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners by fruit juice/drinks clusters, October 2009
- Figure 58: Attitudes toward economy, environment, packaging, and hybrid beverages, by fruit juice/drinks clusters, October 2009
- Cluster demographics
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- Figure 59: Fruit juice clusters, by gender, October 2009
- Figure 60: Fruit juice clusters, by age group, October 2009
- Figure 61: Fruit juice clusters, by household income, October 2009
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- Figure 62: Fruit juice clusters, by race, October 2009
- Figure 63: Fruit juice clusters, by Hispanic origin, October 2009
- Cluster methodology
Custom Consumer Groups
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- Moms
- Moms are key consumer for both orange juice and other juice/drinks
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- Figure 64: Incidence of household fruit juice/juice drinks consumption, by type, by moms and non-moms, April 2008-June 2009
- Moms report much higher HH consumption volume than non-moms of using all types of juices
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- Figure 65: Household consumption volume* of different types of juices, by moms and non-moms, April 2008-June 2009
- Moms are more likely to choose family-size and individual packaging in other juice/juice drinks
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- Figure 66: Other fruit juice/juice drinks used in HH, by form of packaging, by moms and non-moms, April 2008-June 2009
- Moms more sensitive to recession, buy juice on sale, and have visual association with favorite brands
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- Figure 67: Attitudes toward economy, environment, and packaging, by gender and parents/non-parents, October/November 2009
- Moms favor water-diluted juice, new flavors and blends
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- Figure 68: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender and presence of children, October/November 2009
- Flavor choices vary among Hispanics by the level of acculturation
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- Figure 69: Other fruit juice/juice drinks flavors used in HH by flavor, by race/Hispanic origin, April 2008-June 2009
Appendix: Additional Adult Consumer Comparisons
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- Desired attributes in fruit juice (100%), juice drinks and powdered juice drinks
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- Figure 70: Attributes considered when purchasing 100% fruit juice, by age, October/November 2009
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- Figure 71: Attributes considered when purchasing pre-prepared juice drinks, by age, October/November 2009
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- Figure 72: Attributes considered when purchasing powdered juice drinks, by age, October/November 2009
- Consumer behavior: Impact of economy, environment and packaging
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- Figure 73: Attitudes toward economy, environment, and packaging in relation to juice buying, by gender, October/November 2009
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- Figure 74: Attitudes toward economy, environment, and packaging in relation to juice buying, by number of people in household, October/November 2009
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- Figure 75: Attitudes toward economy, environment, and packaging in relation to juice buying, by presence of children, October/November 2009
- Preference for fruit juice-based beverages
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- Figure 76: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by gender, October/November 2009
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- Figure 77: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by household income, October/November 2009
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- Figure 78: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by number of people in household, October/November 2009
- Attitude: Juice blends and carbonated juice, super-premium juices and sweeteners
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- Figure 79: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender, October/November 2009
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- Figure 80: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by household income, October/November 2009
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- Figure 81: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by presence of children, October/November 2009
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- Figure 82: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by number of people in household, October/November 2009
- Incidence of using more or less fruit juice/juice drinks compared to last year
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- Figure 83: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by gender, October/November 2009
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- Figure 84: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by presence of children, October/November 2009
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- Figure 85: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by household income, October/November 2009
- Reasons for drinking more fruit juice compared to a year ago
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- Figure 86: Reasons for drinking more juice compared to a year ago, by presence of children, October/November 2009
- Reasons for not drinking fruit juice or juice drinks
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- Figure 87: Reasons for not drinking fruit juice or juice drinks, by presence of children, October/November 2009
Appendix: Additional Race/Hispanic Origin Comparisons
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- Orange juice: Brands, form of packaging, types and kinds
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- Figure 88: Orange juice (bottles/cans/cartons) used in household, by status of refrigeration, by race/Hispanic origin, April 2008-June 2009
- Household orange juice (bottles/cans/cartons) consumption by kind
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- Figure 89: Orange juice (bottles/cans/cartons) used in household, by kind, by race/Hispanic origin, April 2008-June 2009
- Household orange juice (bottles/cans/cartons) consumption by the form of packaging
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- Figure 90: Type of orange juice (bottles/cans/cartons) used in household, by race/Hispanic origin, April 2008-June 2009
- Other fruit juice/juice drinks consumption by status of frozen and refrigeration
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- Figure 91: Other fruit juice/juice drinks used in HH, by frozen and refrigeration status, by race/Hispanic origin, April 2008-June 2009
- Other fruit juice/juice drinks consumption by the form of packaging
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- Figure 92: Other fruit juice/juice drinks used in HH, by form of packaging, by race/Hispanic origin, April 2008-June 2009
- Frozen orange juice: Usage by brands and type
- Frozen orange juice consumption by brand
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- Figure 93: Frozen orange juice brands used in HH, by race/Hispanic origin, April 2008-June 2009
- Frozen orange juice consumption by type
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- Figure 94: Frozen orange juice used in HH, by type, by race/Hispanic origin, April 2008-June 2009
- Attitude: Juice blends and carbonated juice, super-premium juices and sweeteners
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- Figure 95: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by race/Hispanic origin, October/November 2009
- Consumer behavior: Impact of economy, environment and packaging
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- Figure 96: Attitudes toward economy, environment, and packaging, by race/Hispanic origin, October/November 2009
Appendix: Additional Custom Consumer Comparisons
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- Moms and non-moms differ a lot in their fruit flavor choices
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- Figure 97: Other fruit juice/juice drinks flavors used in HH, by moms and non-moms, April 2008-June 2009
- Incidence of using more or less fruit juice/juice drinks compared to last year
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- Figure 98: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by gender and presence of children, October/November 2009
- Reasons for drinking more fruit juice compared to a year ago
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- Figure 99: Reasons for drinking more juice compared to a year ago, by gender and presence of children, October/November 2009
Appendix: Trade Associations
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