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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- Household juice and vegetable consumption remains unchanged
- Black and Hispanics offer growth opportunities
- Economy dictates purchase behavior; packaging important in purchase decision
- Orange/grapefruit are morning flavors; not so popular at any other time of the day
- Kids aged 6-11 are most important juice/drinks consumer; influence parents in choosing flavors
- Teens show decline in juice consumption, as well as that of other beverages
Insights and Opportunities—A Consumer-centric View
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- Position fruit juice as a healthy alternative to sport drinks
Inspire Insights
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- Trend: “Alpha Mom”
Market Drivers—Health and Wellness
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- Obesity rates steady, but still a cause of concern
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- Figure 1: Percentage of population aged 20+ who are overweight or obese* or extremely obese, 1988-2008
- Obesity affects over a third of all children and teens aged 6-19
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- Figure 2: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
- Let’s Move program likely to influence choices within juice/drinks market
- High-fructose corn syrup, a negative impact sweetener
Market Drivers—Demographic and Economic Factors
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- Households with children are key driver in juice and juice drinks market
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- Figure 3: Households by presence of children, 1999-2009
- Kids’ population growth lower during 2011-16, compared to 2006-11
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- Figure 4: Population of kids aged 6-11, 2006-16
- Teen population promises no growth during 2006-11; better outlook during 2011-16
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- Figure 5: Teen population by age, 2006-16
- Black and Hispanics are growth-driving population groups
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- Figure 6: Population by race and Hispanic origin, 2006-16
- High unemployment rate continues to hamper consumer spending
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- Figure 7: Employment status of the civilian non-institutional population 16 years and over, 2000-10
- Key juice/drinks consumer—teens, blacks, and Hispanics—hit hard by unemployment
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- Figure 8: Unemployment status among civilian non-institutional population, by age, gender and race/Hispanic origin, December 2009-December 2010
Juice and Juice Drinks—Usage and Frequency of Use
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- Key points
- Household juice/drinks consumption remains unchanged
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- Figure 9: Incidence of household fruit juice/juice drinks consumption, by type, May 2005-June 2010
- Personal consumption incidence of 100% juices equals that of drinking regular soda
- A third of all adults drink pre-prepared juice drinks, and over a third consume powdered juice drinks
- Women less active than men in the juice/drinks market
- Juice/drinks consumption declines with age
- Households with children and/or more people are key consumers
- Unemployed are less likely to use juice/drinks, compared to those employed
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- Figure 10: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by key demographics, September 2010
- Household volume consumption of juice/drinks picks up during 2008-10
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- Figure 11: Household volume consumption* of different types of juices on an average day, May 2005-June 2010
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- Figure 12: Household volume consumption* of different types of juices, by age, household income, number of people in household, presence of children, April 2009-June 2010
Orange Juice: Brands, Form of Packaging, Types, and Kinds
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- Tropicana most consumed orange juice brand; Minute Maid a distant second
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- Figure 13: HH orange juice consumption brand/private label, by presence of children, April 2009-June 2010
- Carton is the most popular packaging for orange juice
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- Figure 14: HH orange juice consumption by the form of packaging, by number of people in household, April 2009-June 2010
- Most households are likely to purchase refrigerated/chilled orange juice
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- Figure 15: HH orange juice (bottles/cans/cartons) consumption by status of refrigeration, by presence of children, April 2009-June 2010
- Most households are likely to use original/regular orange juice
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- Figure 16: HH orange juice consumption by type, by presence of children, April 2009-June 2010
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 17: Other fruit juice/juice drinks consumption by brand/private label, by presence of children, April 2009-June 2010
- Most households use other juice/drinks refrigerated/chilled
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- Figure 18: Other fruit juice/juice drinks consumption by form (frozen and refrigerated), by household income, April 2009-June 2010
- Diet fruit juice/drinks have low penetration
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- Figure 19: Other fruit juice/juice drinks consumption by regular vs. diet, by number of people in household, April 2009-June 2010
- Bottle is the most used packaging type in other juice/drinks
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- Figure 20: HH other fruit juice/juice drinks consumption by form of packaging, by number of people in household, April 2009-June 2010
- Apple is the top flavor choice in other juice/drinks
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- Figure 21: HH other fruit juice/juice drinks consumption by fruit flavor, by age, April 2009-June 2010
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- Figure 22: HH other fruit juice/juice drinks consumption by fruit flavor, by presence of children, April 2009-June 2010
Frozen Orange Juice: Usage by Brands and Type
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- Minute Maid outpaces Tropicana as the top frozen orange juice brand
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- Figure 23: HH frozen orange juice consumption by brands, by age, April 2009-June 2010
- Frozen orange juice consumption by type—original most popular
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- Figure 24: HH frozen orange juice consumption, by type, by presence of children, April 2009-June 2010
Tomato and Vegetable Juice: Brands
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- V8 commands lion’s share in tomato/vegetable juice segment
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- Figure 25: HH tomato/vegetable juice consumption by brands, by household income, April 2009-June 2010
Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks
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- Low price is the most important factor while shopping for fruit juice/juice drinks
- Pro-health attributes more important in 100% fruit juice, compared to fruit drinks
- No-sugar-added important to juice buyers
- Family-size packaging more important in 100% juices; single-serve in juice drinks
- A third of all juice/drinks buyers use national brands; nearly a quarter use store brand
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- Figure 26: Attributes considered when purchasing 100% fruit juice, pre-prepared juice drinks, and powdered soft drinks, September 2010
- Age-related differences exist in choosing 100% juice
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- Figure 27: Attributes considered when purchasing 100% fruit juice, by age, September 2010
Incidence of Using More or Less Fruit Juice/Juice Drinks Compared to Last Year
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- Majority of juice/juice drinks users are drinking about the same as last year
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- Figure 28: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by age, September 2010
Impact of Economy, Promotion, Environment, and Packaging
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- Most consumers buy juice/drinks on promotion; economy dictates purchase behavior
- Packaging plays an important role in purchase decision
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- Figure 29: Impact of the economy, environment, and packaging on buying juice and juice drinks, by age, September 2010
- Households with children report bigger change in purchase habits due to the recession
- Household with children are more likely to be influenced with packaging
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- Figure 30: Impact of the economy, environment, and packaging on buying juice and juice drinks, by presence of children, September 2010
Preference for Fruit Juice-based Beverages
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- Over half of all juice/juice drinks use express interest in fruit juice-based tea
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- Figure 31: Number of new product launches of RTD, bag/loose and concentrate tea, by flavor, 2010
- Figure 32: Preference for fruit juice-based beverages, by age, September 2010
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- Figure 33: Preference for fruit juice-based beverages, by presence of children, September 2010
Attitude: Juice Blends and Carbonated Juice, Super-Premium Juices, and Sweeteners
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- Young adults are more likely to be receptive to new flavors, carbonated juice
- Most juice/drinks users equate fruit juice with a serving of fruit
- Most consumers do not believe in super-premium juice benefits
- No sugar is the best approach in juices; artificial sweeteners have taste and health issues
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- Figure 34: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by age, September 2010
Reasons for Not Drinking Fruit Juice or Juice Drinks
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- Non-juice/drinks drinkers believe in eating fruits
- Amount and type of sugar discourages fruit/drinks use
- Fruit juice/drinks do not quench thirst, too acidic; not healthy, not tasty, too expensive
- Nondrinkers like other nonalcoholic beverages
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- Figure 35: Reasons for not drinking fruit juice or juice drinks, by gender, September 2010
Juice and Juice Drinks Flavor Preference
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- Orange is the favorite flavor among juice and juice drinks users
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- Figure 36: Attitude toward different juice and juice drinks flavors, September 2010
Juice and Juice Drinks Flavor Preference by Occasion of Drinking
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- Key preferences
- Orange/grapefruit are morning flavors; not so popular at any other time of the day
- Lemonade popular all day except morning
- Fruit and vegetable juice blend is anytime flavor
- Flavor choices peak either in the morning or afternoon
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- Figure 37: Juice/juice drinks flavor preference by occasion of drinking, by time of day, September 2010
- Older adults are more likely to use orange/grapefruit flavor in the morning
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- Figure 38: Juice/juice drinks flavor preference in the morning, by age, September 2010
- Young adults prefer new-age flavors at lunch; older adults like vegetable flavor
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- Figure 39: Juice/juice drinks flavor preference at lunch, by age, September 2010
- Older adults more likely to use different flavors in the afternoon
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- Figure 40: Juice/juice drinks flavor preference in the afternoon, by age, September 2010
- Lemonade and fruit punch are the top evening flavors
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- Figure 41: Juice/juice drinks flavor preference in the evening, by age, September 2010
Impact of Race/Hispanic Origin
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- Key points
- Blacks and Hispanics are key juice drinks consumers
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- Figure 42: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by race/Hispanic origin, September 2010
- Black households are most prolific juice/drinks consumer
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- Figure 43: Household volume consumption of different types of juices, race/Hispanic origin, April 2009-June 2010
- Household orange juice (bottles/cans/cartons) consumption by brands
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- Figure 44: HH orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010
- Other fruit juice consumption by top brands
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- Figure 45: Other fruit juice/juice drinks consumption by top 15 brands and private label brands, by race/Hispanic origin, April 2009-June 2010
- Impact of economy, promotion, environment, and packaging
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- Figure 46: Impact of the economy, environment, and packaging on buying juice and juice drinks, by race/Hispanic origin, September 2010
- Attitude toward juice blends and carbonated juice, super-premium juices, and sweeteners
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- Figure 47: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by race/Hispanic origin, September 2010
The Teen Consumer: Usage, Frequency of Use, Flavor Preference
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- Key points
- Juice and other beverage consumption on decline among teens
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- Figure 48: Personal consumption of different types of non-alcoholic beverage among teens, May 2005-June 2010
- Teen girls more interested in other juices compared to boys
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- Figure 49: personal consumption of different types of beverages among teens, by gender, April 2009-June 2010
- Older teens more interested in energy drinks than juices/drinks
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- Figure 50: Personal consumption of different types of beverages among teens, by age, April 2009-June 2010
- Black teens are the key consumers
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- Figure 51: Personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2009-June 2010
- Volume consumption of fruit juice/juice drinks declines among teens
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- Figure 52: Personal consumption of different types of beverage among teens, May 2005-June 2010
- Gender differences exist in choosing fruit juice/drinks flavors among teens
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- Figure 53: Preference for fruit flavors in other juice/drinks among teens, by gender, April 2009-June 2010
- Black teens drawn to wider variety of flavors, compared to the average
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- Figure 54: Preference for fruit flavors in other juice/drinks among teens, by race/Hispanic origin, April 2009-June 2010
- A quarter of all teens get to decide most of the time in buying other juice/drinks brands
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- Figure 55: Incidence of making brand purchase decision, by gender, April 2009-June 2010
The Kid Consumer: Usage, Frequency of Use, Flavor Preference
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- Key points
- Kids’ beverage consumption trends offer opportunities for juice/drinks makers
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- Figure 56: Personal consumption of different types of non-alcoholic beverages among kids, May 2005-June 2010
- Manufacturers need to target pre-teens for lasting loyalty
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- Figure 57: Personal consumption of different types of non-alcoholic beverages among kids, by age, April 2009-June 2010
- Fruit juice/drinks volume consumption stable during 2008-10
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- Figure 58: Trends in personal volume consumption of different types of juices among kids, May 2005-June 2010
- Fruit punch and lemonade are the top flavor choices among kids
- Flavor preference changes with gender and age among kids
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- Figure 59: Preference for different types of flavors in juice and juice drinks among kids, by gender and age, April 2009-June 2010
- Black kids exhibit above-average preference for nearly half the popular flavors
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- Figure 60: Preference for different types of flavors in juice and juice drinks among kids, by race/Hispanic origin, April 2009-June 2010
- Frequency of having favorite flavors in house
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- Figure 61: Incidence of kids’ favorite flavors being in the house, by age, April 2009 -June 2010
Cluster Analysis
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- Basics
- Demographics
- Characteristics
- Opportunity
- Explorers
- Demographics
- Characteristics
- Opportunity
- Storers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 62: Juice clusters, September 2010
- Figure 63: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by juice clusters, September 2010
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- Figure 64: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by juice clusters, September 2010
- Figure 65: Impact of the economy, environment, and packaging on buying juice and juice drinks, by juice clusters, September 2010
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- Figure 66: Preference for fruit juice-based beverages, by juice clusters, September 2010
- Cluster demographics
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- Figure 67: Juice clusters, by gender, September 2010
- Figure 68: Juice clusters, by age group, September 2010
- Figure 69: Juice clusters, by household income, September 2010
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- Figure 70: Juice clusters by race, September 2010
- Figure 71: Juice clusters by Hispanic origin, September 2010
- Cluster methodology
Custom Consumer Groups
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- Moms are the key consumer for fruit juice and drinks
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- Figure 72: Incidence of household fruit juice/juice drinks consumption, by type, by moms vs. all, April 2009-June 2010
- Moms report much higher HH volume consumption than average of using all types of juices
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- Figure 73: Household volume* consumption of different types of juices, by moms vs. total, April 2009-June 2010
- Dads show similar response to economy and packaging as moms
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- Figure 74: Impact of the economy, environment, and packaging on buying juice and juice drinks, by gender and presence of children, September 2010
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- Figure 75: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender and presence of children, September 2010
Appendix: Other Useful Consumer Tables
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- Other fruit juice consumption by top brands
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- Figure 76: Other fruit juice/juice drinks consumption by top 15 brands and private label, by age, April 2009-June 2010
- Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks
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- Figure 77: Attributes considered important when purchasing 100% fruit juice, by household income, September 2010
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- Figure 78: Attributes considered when purchasing 100% fruit juice, by status of employment, September 2010
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- Figure 79: Attributes considered when purchasing pre-prepared juice drinks, by household income, September 2010
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- Figure 80: Attributes considered when purchasing pre-prepared juice drinks, by presence of children, September 2010
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- Figure 81: Attributes considered when purchasing powdered juice drinks, by presence of children, September 2010
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- Figure 82: Attributes considered when purchasing powdered juice drinks, by household income, September 2010
- 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, September 2010
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- Figure 84: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by household income, September 2010
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- Figure 85: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by presence of children, September 2010
- Impact of economy, promotion, environment, and packaging
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- Figure 86: Impact of the economy, environment, and packaging on buying juice and juice drinks, by gender, September 2010
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- Figure 87: Impact of the economy, environment, and packaging on buying juice and juice drinks, by household income, September 2010
- Preference for fruit juice-based beverages
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- Figure 88: Preference for fruit juice-based beverages, by gender, September 2010
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- Figure 89: Preference for fruit juice-based beverages, by household income, September 2010
- Attitude: juice blends and carbonated juice, super-premium juices, and sweeteners
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- Figure 90: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by household income, September 2010
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- Figure 91: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by presence of children, September 2010
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- Figure 92: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by number of people in household, October/ November 2009
- Juice and juice drinks flavor preference
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- Figure 93: Attitude toward different juice and juice drinks flavor, by flavor, September 2010
- Choice of favorite flavor varies vastly with age
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- Figure 94: Choice of favorite/one of the favorite flavors among adults who say that a certain flavor is either favorite or one of the favorite, by age, September 2010
- Juice and juice drinks flavor preference by occasion of drinking
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- Figure 95: Juice/juice drinks flavor preference in the morning, by presence and number of children, September 2010
- Lunch
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- Figure 96: Juice/juice drinks flavor preference at the lunchtime, by gender, September 2010
- Afternoon
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- Figure 97: Juice/juice drinks flavor preference in the afternoon, by gender, September 2010
- Evening
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- Figure 98: Juice/juice drinks flavor preference in the evening, by gender, September 2010
- Night
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- Figure 99: Juice/juice drinks flavor preference in the afternoon, by gender, September 2010
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- Figure 100: Juice/juice drinks flavor preference at night, by age, September 2010
Appendix—Impact of Race/Hispanic Origin
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- Other fruit juice/juice drinks consumption by flavor
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- Figure 101: HH other fruit juice/juice drinks consumption by flavor, by race/Hispanic origin, April 2009-June 2010
- Frozen orange juice consumption by brand
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- Figure 102: HH frozen orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010
- Household tomato/vegetable juice consumption by brands
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- Figure 103: HH orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010
- Household orange juice (bottles/cans/cartons) consumption by the form of packaging
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- Figure 104: HH orange juice consumption by the form of packaging, by race/Hispanic origin, April 2009-June 2010
- Household orange juice (bottles/cans/cartons) consumption by kind
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- Figure 105: HH orange juice consumption by kind, by race/Hispanic origin, April 2009-June 2010
- Other fruit juice/juice drinks consumption by status of frozen and refrigerated
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- Figure 106: Other fruit juice/juice drinks consumption by status of frozen and refrigerated, by race/Hispanic origin, April 2009-June 2010
- Other fruit juice/juice drinks consumption by the form of packaging
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- Figure 107: HH other fruit juice/juice drinks consumption by form of packaging, by race/Hispanic origin, April 2009-June 2010
- Frozen orange juice consumption by type
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- Figure 108: HH frozen orange juice consumption by type, by race/Hispanic origin, April 2009-June 2010
Appendix: Trade Associations
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