Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- A healthier way to recover
- Get a taste of this
Market in Brief
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- Fruit juice and juice drink market showing signs of stability
- Juice drinks win as consumers seek out greater value
- Innovation suffers from slowdown
- Big brands looking to topple own-label’s dominance
- Both off- and on-trade channels see growth
- Promotional expenditure remains sluggish
- Consumer usage and attitudes towards fruit juice and juice drinks
Internal Market Environment
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- Key points
- Rising raw material costs – a major issue for the market
- A healthy diet is important but only at the right price
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- Figure 1: Agreement with lifestyle statements on diet/health, 2006-10
- Heavy users in decline
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- Figure 2: Frequency of drinking ready-to-drink fruit and vegetable juices and smoothies^, 2006-10
- Alternatives to juice, while more popular, are also suffering from a fall in consumption
- Interest in premium persists within the market
- Children remain an important market
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- Figure 3: Drink fruit juice, smoothies or fruit drinks in small cartons or small bottles – 7-14s, 2005-09
- Breakfast is an important time for consumption
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- Figure 4: Frequency of eating breakfast at home, March 2010
- Government initiatives offer long-term opportunities for the juice market
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- Figure 5: Where drink fruit juice, smoothies or fruit drinks most – 7-14s, 2005-09
Broader Market Environment
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- Key points
- Popularity of juice with young adults presents opportunities
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- Figure 6: Trends in the age structure of the UK population, 2005-15
- AB market remains key for the juice sector
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- Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
Competitive Context
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- Key points
- Fruit juice and juice drinks face tough competition
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- Figure 8: Types of non-alcoholic drinks drunk, 2006-10
- Fruit juices are the key product in the RTD market
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- Figure 9: Types of RTD juices drink most often, 2008-10
- Performance for fruit juice appears more positive amongst children
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- Figure 10: Types of non-alcoholic drinks drunk – 7-14s, 2005-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Juice segment dominates as number of new products fall back
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- Figure 11: New product innovations, by sub-category, 2007-10*
- Ethical and environmental claims on the rise
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- Figure 12: New product innovations, by claims category (fruit-flavoured drinks/fruit juice), 2007-10*
- Innovation towards premium continues
- Kids remain an important market
- Apples and orange prove most popular with manufacturers
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- Figure 13: New product innovations, by top 20 flavours (fruit-flavoured drinks/fruit juice), 2007-10*
- Brands begin to re-exert their presence
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- Figure 14: New product innovations – branded v own-label (fruit-flavoured drinks/fruit juice), 2007-10*
- Big brands and supermarkets dominate innovations
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- Figure 15: New product innovations, by top 20 companies (fruit-flavoured drinks/fruit juice), 2007-10*
- Ambient products dominate market
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- Figure 16: New product innovations, by storage (fruit-flavoured drinks/fruit juice), 2007-10*
- Cartons and bottles dominate packaging
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- Figure 17: New product innovations, by package type (fruit-flavoured drinks/fruit juice), 2007-10*
Market Size and Forecast
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- Key points
- Juice market shows signs of slowdown in face of recession
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- Figure 18: UK on- and off-trade sales of fruit juices and juice drinks, by volume and value, 2005-15
- Juice drinks perform well as consumers trade down
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- Figure 19: UK on- and off-trade sales of fruit juice and juice drinks, by type, by volume and value, 2005-10
- Future for the fruit juice and juice drinks market
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- Figure 20: Sales and forecast of the UK fruit juice and juice drinks market, by value, 2005-15
- Forecast methodology
Market Segmentation – Pure Fruit Juice
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- Key points
- Total market for fruit juice
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- Figure 21: UK sales of pure fruit juice, by value, 2005-15
- Downtrading by consumers hits off-trade sales
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- Figure 22: UK off-trade sales of pure fruit juice, by volume and value, 2005-10
- On-trade sales sluggish with competitive pricing an issues
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- Figure 23: UK on-trade sales of pure fruit juice, by volume and value, 2005-10
- Ambient vs. chilled – NFCs charge ahead
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- Figure 24: UK off-trade sales of pure juice, by value, by sector, 2005-10
- Orange remains the most popular flavour yet with increased competition
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- Figure 25: UK off-trade sales of pure juice, by flavour, by volume, 2005-10
Market Segmentation – Juice Drinks
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- Key points
- Total market for juice drinks
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- Figure 26: UK sales of juice drinks, by value, 2005-15
- Off-trade – sales remain buoyant despite economic slowdown
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- Figure 27: UK off-trade sales of juice drinks, by value, 2005-10
- On-trade – mixed fortunes with pubs suffering from falling sales
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- Figure 28: UK on-trade sales of juice drinks, by value, 2005-10
- Adults prove an increasingly important sector for manufacturers
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- Figure 29: UK off-trade sales of juice drinks, by target age group, by value, 2005-10
- Health concerns raise interest in juice content
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- Figure 30: UK off-trade sales of juice drinks, by juice content, by value, 2005-10
- Orange remains a popular flavour with consumers
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- Figure 31: UK off-trade sales of juice drinks, by flavour, by volume, 2005-10
Market Share
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- Key points
- Fruit juices – Tropicana strengthens share as recession bites
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- Figure 32: Off-trade sales shares of pure juices, by manufacturer, by brand, 2005-10
- Juice drinks – expansion in market value leads to heightened competition
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- Figure 33: Off-trade sales shares of juice drinks, by manufacturer, by brand, 2005-10
Companies and Products
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- PepsiCo
- Coca-Cola Enterprise
- Britvic
- GlaxoSmithKline (GSK)
Brand Elements
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- Key points
- Brand map
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- Figure 34: Attitudes towards and purchase of fruit juice and juice drink brands, May 2010
- Brand qualities of fruit juice and juice drink brands
- Tropicana tops for health and refreshment
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- Figure 35: Personalities of various fruit juice and juice drink brands, May 2010
- Experience of fruit juice and juice drink brands
- Ribena mist widely consumed
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- Figure 36: Consumer purchase of various fruit juice and juice drink brands, May 2010
- Brand consideration for fruit juice and juice drink brands
- Little-known brands most considered
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- Figure 37: Consideration of various fruit juice and juice drink brands, May 2010
- Brand satisfaction for fruit juice and juice drink brands
- Competition at the top
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- Figure 38: Satisfaction with various fruit juice and juice drink brands, May 2010
- Brand commitment to fruit juice and juice drink brands
- Tropicana has highest commitment
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- Figure 39: Commitment to various fruit juice and juice drink brands, May 2010
- Brand intentions for fruit juice and juice drink brands
- Most satisfying brands have best retention
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- Figure 40: Future usage intentions for various fruit juice and juice drink brands, May 2010
- Brand recommendation for fruit juice and juice drink brands
- Most natural are most recommended
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- Figure 41: Recommendation of various fruit juice and juice drink brands, May 2010
- Ribena
- What the consumer thinks
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- Figure 42: Attitudes towards the Ribena brand, May 2010
- Strengths
- Room for improvement
- Robinsons Fruit Shoot
- What the consumer thinks
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- Figure 43: Attitudes towards the Robinsons Fruit Shoot brand, May 2010
- Strengths
- Room for improvement
- Sunny D
- What the consumer thinks
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- Figure 44: Attitudes towards the Sunny D brand, May 2010
- Strengths
- Room for improvement
- J2O
- What the consumer thinks
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- Figure 45: Attitudes towards the J2O brand, May 2010
- Strengths
- Room for improvement
- Tropicana
- What the consumer thinks
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- Figure 46: Attitudes towards the Tropicana brand, May 2010
- Strengths
- Room for improvement
Brand Communication and Promotion
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- Key points
- Advertising expenditure feeling the pinch
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- Figure 47: Main monitored media advertising spend on fruit juices and juice drinks*, 2005/06-2009/10
- Coca-Cola dominates market in terms of support
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- Figure 48: Main monitored media advertising spend on fruit juices and fruit juice drinks, by advertiser*, 2007/08-2009/10
- Oasis receives most support overall between 2007 and 2009
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- Figure 49: Main monitored media advertising spend on fruit juices and fruit juice drinks, by brand, January 2007-December 2009
- Support focused on key brands
- Capri-Sun and J2O receive recent support
- Retailers weigh in with promotional activity
Channels to Market
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- Key points
- Pubs and clubs see share of sales slip back
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- Figure 50: Value sales of fruit juice and juice drinks, by outlet channel, 2005-10
- Workplace catering and leisure prove attractive channels
- Supermarkets help drive forward off-trade sales
Consumer Usage of Fruit Juice and Juice Drinks
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- Key points
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- Figure 51: Penetration of non-alcoholic drinks in the past year, July 2010
- Fruit juice and juice drinks in context
- Category profiling – juice vs water
- Health priorities
- The impact of negative health claims
- Juice drinks have limited adult appeal
- Something for the purists
- Range and repertoire
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- Figure 52: Repertoire of penetration of non-alcoholic drinks in the past year, July 2010
- Minimalists
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- Figure 53: Penetration of non-alcoholic drinks in the past year, by repertoire of penetration of non-alcoholic drinks in the past year, July 2010
- Moderate repertoires benefit other categories
- More variety
- The big drinkers
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- Figure 54: Who people buy fruit juice for most often, by repertoire of penetration of non-alcoholic drinks in the past year, July 2010
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- Figure 55: Factors influencing fruit juice/smoothie brand choice, by repertoire of penetration of non-alcoholic drinks in the past year, July 2010
Frequency of Consumption and Factors Influencing Choice
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- Key points
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- Figure 56: Fruit juice consumption, July 2010
- Age-old commitment
- Selfish pleasures vs family finance
- Ever steady
- Factors influencing choice of fruit juice and juice drinks
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- Figure 57: Factors influencing fruit juice/smoothie brand choice, July 2010
- Having their fruit – and eating it
- Back in the real world
- Ethics a lower priority
- Being clear on the matter
Attitudes towards Fruit Juice and Juice Drinks
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- Key points
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- Figure 58: Statements on fruit juices, July 2010
- Addressing the male deficit
- Lacklustre loyalty
- The negatives
- Sugar sugar
- Elements of scepticism
Targeting Opportunities
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- Key points
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- Figure 59: Fruit juice target groups, July 2010
- The Sceptics – 36% of consumers
- Drinking habits
- Buying behaviour
- Influences
- Demographic profile
- Fervent About Fruit Juice – 26%
- Drinking habits
- Buying behaviour
- Influences
- Demographic profile
- Value Squeezers – 22%
- Drinking habits
- Buying behaviour
- Influences
- Profile
- Fizz Over Fruit – 16%
- Drinking habits
- Buying behaviour
- Influences
- Profile
Appendix – Internal Market Environment
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- Figure 60: Types of fruit juice, smoothies or fruit drinks drunk most often – 7-14s, 2008 and 2009
- Figure 61: Where drink fruit juice, smoothies or fruit drinks most – 7-14s, 2005-09
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Appendix – Who’s Innovating?
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- Figure 62: New product innovations, by claim, 2007-10*
- Figure 63: New product innovations, by top 20 flavour components (fruit-flavoured drinks/fruit juice), 2007-10*
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Appendix – Consumer Usage of Fruit Juice and Juice Drinks
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- Figure 64: Most popular penetration of non-alcoholic drinks in the past year, by demographics, July 2010
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- Figure 65: Next most popular penetration of non-alcoholic drinks in the past year, by demographics, July 2010
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- Figure 66: Other penetration of non-alcoholic drinks in the past year, by demographics, July 2010
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- Figure 67: Repertoire of penetration of non-alcoholic drinks in the past year, by demographics, July 2010
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Appendix – Frequency of Consumption and Factors Influencing Choice
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- Figure 68: Fruit juice consumption, by demographics, July 2010
- Figure 69: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 70: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 71: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 72: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 73: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 74: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 75: Fruit juice consumption, by who people buy fruit juice for most often, July 2010
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- Figure 76: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 77: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 78: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 79: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 80: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 81: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 82: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 83: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 84: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 85: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 86: Fruit juice consumption, by statements on fruit juices, July 2010
- Figure 87: Fruit juice consumption, by statements on fruit juices, July 2010
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- Figure 88: Most popular factors influencing fruit juice/smoothie brand choice, by demographics, July 2010
- Figure 89: Next most popular factors influencing fruit juice/smoothie brand choice, by demographics, July 2010
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Appendix – Attitudes towards Fruit Juice and Juice Drinks
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- Figure 90: Statements on fruit juices, by demographics, July 2010
- Figure 91: Statements on fruit juices, by demographics, July 2010
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- Figure 92: Statements on fruit juices, by demographics, July 2010
- Figure 93: Statements on fruit juices, by demographics, July 2010
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- Figure 94: Statements on fruit juices, by demographics, July 2010
- Figure 95: Statements on fruit juices, by demographics, July 2010
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Appendix – Targeting Opportunities
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- Figure 96: Target groups, by demographics, July 2010
- Figure 97: Statements on fruit juices, by target groups, July 2010
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- Figure 98: Penetration of non-alcoholic drinks in the past year, by target groups, July 2010
- Figure 99: Fruit juice consumption, by target groups, July 2010
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- Figure 100: Who people buy fruit juice for most often, by target groups, July 2010
- Figure 101: Factors influencing fruit juice/smoothie brand choice, by target groups, July 2010
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