Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Market size and forecast for total UK value sales of fruit juice, juice drinks and smoothies, 2007-17
- The future
- Market factors
- Discretionary spending remains under consumer scrutiny
- A growing need to engage the older population
- Health benefits offer positive notions to build on
- Companies, brands and innovation
- Own-label represents half of the market
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- Figure 2: Brand shares in the UK fruit juice, juice drinks and smoothies market, by value, 2011/12*
- NPD continues to drive the market
- Brands dominate ad investment
- The consumer
- Penetration stands at almost nine in ten
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- Figure 3: Types of fruit juice, juice drinks and smoothies drunk, September 2012
- A sizeable minority rate own-label
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- Figure 4: Attitudes towards purchasing fruit juice, juice drinks or smoothies, September 2012
- Providing refreshment to consumers
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- Figure 5: Attitudes towards fruit juice, September 2012
- What we think
Issues in the Market
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- What has been the impact on consumers of rising prices in the market?
- How can brands combat the threat from own-label?
- How can the market tap into consumer interest in health?
- What steps can the market take to encourage experimentation?
Trend Application
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- The Power of One
- Factory Fear
- 2015 Trend: Old Gold
Market Drivers
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- Key points
- Inflation and commodity costs affect the sector
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- Figure 6: Trends in global commodity prices for oranges, January 2008-September 2012
- The premium price could act as a deterrent to purchasing
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- Figure 7: Price comparison of standalone soft drinks, October 2012
- Health remains an issue
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- Figure 8: Trends in attitudes towards health, 2008-12
- Demographic changes
- Dominance of families bodes well for the market
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- Figure 9: Forecast adult population trends, by lifestage, 2007-17
- Growth of 16-34s should aid future growth
- One-person households pose a challenge
- Growth in ABC1s bodes well for premiumisation
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Own-label extends its share
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- Figure 10: New product launches in the fruit juice, juice drinks and smoothies market, own-label vs branded, 2008-12
- Orange and apple continue to be most popular flavours in NPD
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- Figure 11: NPD in fruit juice, juice drinks and smoothies, by top flavours, 2008-12
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- Figure 12: NPD in fruit juice, juice drinks and smoothies, by top flavour components, 2008-12
- Seasonal products offer opportunities for innovation
- Convenient pack sizes target the lunchtime occasion
- Helping kids get their 5-a-day
- Highlighting health credentials
Market Size and Forecast
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- Key points
- The market sees value growth, volumes decline
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- Figure 13: Volume and value sales and forecast for the total UK fruit juice, juice drinks and smoothies market, 2007-17
- Segmentation
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- Figure 14: UK value sales of fruit juice, juice drinks and smoothies, by sector, 2007-17
- Figure 15: UK volume sales of fruit juice, juice drinks and smoothies, by sector, 2007-17
- The future
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- Figure 16: Market size and forecast for UK volume sales of fruit juice, juice drinks and smoothies, 2007-17
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- Figure 17: Market size and forecast for total UK value sales of fruit juice, juice drinks and smoothies, 2007-17
- Figure 18: Market size and forecast for UK value sales of fruit juice, 2007-17
- Figure 19: Market size and forecast for UK value sales of juice drinks, 2007-17
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- Figure 20: Market size and forecast for UK value sales of smoothies, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Fruit juice
- Take-home market sees volume sales decline
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- Figure 21: Take-home volume and value sales of fruit juice, 2007-11
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- Figure 22: Take-home volume and value sales of fruit juice, by segment, 2009-11
- On-premise value sales grow on the back of rising prices
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- Figure 23: On-premise volume and value sales of fruit juice, 2007-11
- Fruit juice drinks
- Take-home volumes suffer a year-on-year decline
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- Figure 24: Take-home volume and value sales of fruit juice drinks, 2007-11
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- Figure 25: Take-home volume and value sales of fruit juice drinks, by segment, 2009-11
- On-premise sees value and volumes rise
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- Figure 26: On-premise volume and value sales of fruit juice drinks, 2007-11
- Smoothies
- Take-home sales dominate
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- Figure 27: Take-home volume and value sales of smoothies, 2007-11
- On-premise sees sales boost since 2010
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- Figure 28: On-premise volume and value sales of fruit smoothies, 2007-11
Market Share
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- Key points
- Fruit juice
- Own-label and Tropicana dominate the market
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- Figure 29: Leading brands’ retail value and volume shares in fruit juice, 2010/11 and 2011/12
- Fruit juice drinks
- GSK’s Ribena represents the largest share
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- Figure 30: Leading brands’ retail value and volume shares in fruit juice drinks, 2010/11 and 2011/12
- Smoothies
- Innocent accounts for £8 in every £10 spent
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- Figure 31: Leading brands’ retail value and volume shares in smoothies, 2010/11 and 2011/12
Companies and Products
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- Britvic
- Coca-Cola Enterprises
- GlaxoSmithKline (GSK)
- PepsiCo
- Del Monte
- Don Simon
- Princes Foods
- Own-label
- Smoothie bars
- Boost Juice Bars
- Crussh
- Revive Juice Bars
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of brands in the fruit juice, juice drinks and smoothies sector, September 2012
- Correspondence analysis
- Brand attitudes
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- Figure 33: Attitudes, by fruit juice, juice drinks and smoothies sector, September 2012
- Brand personality
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- Figure 34: Fruit juice, juice drinks and smoothies sector brand personality – macro image, September 2012
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- Figure 35: Fruit juice, juice drinks and smoothies sector brand personality – micro image, September 2012
- Brand experience
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- Figure 36: Fruit juice, juice drinks and smoothies sector brand usage, September 2012
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- Figure 37: Satisfaction with various fruit juice, juice drinks and smoothies sector brands, September 2012
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- Figure 38: Consideration of fruit juice, juice drinks and smoothies sector brands, September 2012
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- Figure 39: Consumer perceptions of current fruit juice, juice drinks and smoothies sector brand performance, September 2012
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- Figure 40: Fruit juice, juice drinks and smoothies sector brand recommendation – Net Promoter Score, September 2012
- Brand index
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- Figure 41: Fruit juice, juice drinks and smoothies sector brand index, September 2012
- Figure 42: Fruit juice, juice drinks and smoothies sector brand index vs. recommendation, September 2012
- Target group analysis
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- Figure 43: Target groups, September 2012
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- Figure 44: Fruit juice, juice drinks and smoothies sector brand usage, by target groups, September 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Advertising spend peaks in 2011
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- Figure 45: Main media advertising expenditure on fruit juice, juice drinks and smoothies, 2009-12
- Innocent leads juice and smoothie advertising
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- Figure 46: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2009-12*
- Chilled fruit juice dominates expenditure
- TV accounts for every £3 in £4 spent
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- Figure 47: Advertising spend, by media type, 2009-12
Channels to Market
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- Key points
- On-premise sales prove profitable for fruit juice
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- Figure 48: Value sales of fruit juice, by major channels, 2009-11
- Fruit juice market benefits from affordable positioning
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- Figure 49: Value sales of juice drinks, by major channels, 2009-11
- The take-home channel dominates smoothie sales
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- Figure 50: Value sales for smoothies, by major channels, 2009-11
Consumer – Usage
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- Key points
- Penetration stands at almost nine in ten…
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- Figure 51: Types of fruit juice, juice drinks and smoothies drunk, September 2012
- …core users are skewed towards ABC1s and larger households
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- Figure 52: Types of fruit juice, juice drinks and smoothies drunk, by key demographics, September 2012
- Sizeable minority consume fruit juice/juice drinks/smoothies weekly
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- Figure 53: Consumption of fruit juice, juice drinks and smoothies, by frequency, September 2012
- More than half have drunk all three juice types
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- Figure 54: Crossover in usage of fresh/chilled fruit juice, long-life fruit juice and fruit juice drinks, September 2012
Consumer – Occasions
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- Key points
- Majority have bought fruit juice, juice drinks and smoothies
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- Figure 55: Purchasing habits of fruit juices and smoothies, by occasion, September 2012
- Juice drinks are the most popular choice
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- Figure 56: urchasing habits of fruit juices and smoothies, by age and socio-economic group, September 2012
- Potential to increase men’s purchases of fruit juice
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- Figure 57: Purchasing habits of fruit juices and smoothies, by occasion, by gender, September 2012
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- Figure 58: Purchasing habits of fruit juices and smoothies, by occasion, by gender, September 2012 (continued)
- Younger consumers snack on fruit juice, juice drinks and smoothies
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- Figure 59: Purchasing of fruit juices and smoothies ‘as a snack’ – 16-24-year-olds vs all, September 2012
- Larger pack sizes cater to bigger families’ usage on a number of occasions
Consumer – Behaviour
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- Key points
- A sizeable minority rate own-label highly
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- Figure 60: Attitudes towards purchasing fruit juice, juice drinks or smoothies, September 2012
- Promotional activity remains a driver
- More than a quarter are habitual on flavour choice…
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- Figure 61: Agreement with the statement ‘I always buy the same flavour(s)’ with regards to purchasing fruit juice, juice drinks or smoothies, by age, September 2012
- …women attempt to cater to the whole household
- Larger pack sizes appeal to bigger households
Consumer – Attitudes Towards Fruit Juice Drinks
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- Key points
- Refreshment appeals to three in ten
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- Figure 62: Attitudes towards fruit juice drinks, September 2012
- Fruit juice drinks are rarely seen as healthier than fizzy drinks
- Affordability and suitability for the lunchbox appeal to sizeable minority
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- Figure 63: Agreement with the statements regarding fruit juice drinks ‘They are affordable’ and ‘They are ideal for lunchboxes’, by presence of children and household size, September 2012
Consumer – Attitudes Towards 100% Pure Fruit Juice
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- Key points
- Providing refreshment to consumers
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- Figure 64: Attitudes towards pure fruit juice, September 2012
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- Figure 65: Agreement with the statement ‘It goes off too quickly’, by usage of fresh/chilled fruit juice and long-life fruit juice, September 2012
- Fruit juice enjoys a strong positioning on health
- Chilled varieties are perceived to be healthier
Consumer – Attitudes Towards Smoothies
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- Key points
- Fruit and veg content is a driver to usage
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- Figure 66: Attitudes towards smoothies, September 2012
- The ‘healthy treat’ positioning is a unique proposition
- Added benefits appeal
- Smoothies seen as more filling and healthier than juices
- Consumers experiment on flavours, not on brands
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- Figure 67: Agreement with the statement ‘I like to try new/limited edition flavours’, by age, September 2012
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- Figure 68: Agreement with the statement ‘I prefer the taste of branded varieties’, September 2012
Consumer – Target Groups – Pure Juice
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- Key points
- Three target groups
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- Figure 69: Target groups based on attitudes towards 100% pure fruit juice (long-life or chilled), September 2012
- Reluctant (10%)
- Discerning (48%)
- Engaged (42%)
Appendix – Market Drivers
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- Figure 70: Annual RPI percentage change for soft drinks, all items and food, January 2008-September 2012
- Figure 71: Healthy lifestyles and eating/snacking habits, by demographics, 2012
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- Figure 72: Healthy lifestyles and eating/snacking habits, by demographics, 2012
- Figure 73: Trends in the age structure of the UK population, 2007-17
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- Figure 74: UK households, by size, 2007-17
- Figure 75: Forecast adult population trends, by socio-economic group, 2007-17
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Appendix – Who’s Innovating?
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- Figure 76: NPD for fruit juices, juice drinks and smoothies, by sub-category, 2007-12
- Figure 77: NPD for fruit juices, juice drinks and smoothies, by product claim, 2007-12
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- Figure 78: NPD for fruit juices, juice drinks and smoothies, by flavour component, 2007-12
- Figure 79: NPD for fruit juices, juice drinks and smoothies, by flavour (including blend), 2007-12
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- Figure 80: NPD for fruit juices, juice drinks and smoothies, by private label, 2007-12
- Figure 81: NPD for fruit juices, juice drinks and smoothies, by top companies, 2007-12
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Appendix – Market Size and Forecast
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- Figure 82: Best- and worst-case forecasts for fruit juice, juice drinks and smoothies, value sales, 2012-17
- Figure 83: Best- and worst-case forecasts for fruit juice, juice drinks and smoothies, volume sales, 2012-17
- Figure 84: Best- and worst-case forecasts for fruit juice, value sales, 2012-17
- Figure 85: Best- and worst-case forecasts for fruit juice, volume sales, 2012-17
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- Figure 86: Best- and worst-case forecasts for juice drinks, value sales, 2012-17
- Figure 87: Best- and worst-case forecasts for juice drinks, volume sales, 2012-17
- Figure 88: Best- and worst-case forecasts for smoothies, value sales, 2012-17
- Figure 89: Best- and worst-case forecasts for smoothies, volume sales, 2012-17
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Appendix – Brand Research
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- Figure 90: Brand usage, September 2012
- Figure 91: Brand commitment, September 2012
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- Figure 92: Brand momentum, September 2012
- Figure 93: Brand diversity, September 2012
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- Figure 94: Brand satisfaction, September 2012
- Figure 95: Brand recommendation, September 2012
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- Figure 96: Brand attitude, September 2012
- Figure 97: Brand image – Macro image, September 2012
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- Figure 98: Brand image – Micro image, September 2012
- Figure 99: Profile of target groups, by demographics, September 2012
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- Figure 100: Psychographic segmentation, by target groups, September 2012
- Figure 101: Brand usage, by target groups, September 2012
- Brand index
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- Figure 102: Brand index, September 2012
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Appendix – Brand Communication and Promotion
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- Figure 103: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2009-12
- Figure 104: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by leading brands, 2009-12
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- Figure 105: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by product category, 2009-12
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Appendix – Consumer Usage
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- Figure 106: Consumption of fruit juice, juice drinks and smoothies in the past six months, by frequency, September 2012
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- Figure 107: Consumption of fruit juice, juice drinks and smoothies in the past six months, by demographics, September 2012
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- Figure 108: Consumption of fruit juice/juice drinks excl. smoothies in the past six months, by demographics, September 2012
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- Figure 109: Consumption of fresh/chilled fruit juice in the past six months, by frequency, by demographics, September 2012
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- Figure 110: Consumption of fresh/chilled fruit juice in the past six months, by frequency, by demographics, September 2012 (continued)
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- Figure 111: Consumption of fruit juice drinks in the past six months, by frequency, by demographics, September 2012
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- Figure 112: Consumption of fruit juice drinks in the past six months, by frequency, by demographics, September 2012 (continued)
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- Figure 113: Consumption of long-life fruit juice in the past six months, by frequency, by demographics, September 2012
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- Figure 114: Consumption of long-life fruit juice in the past six months, by frequency, by demographics, September 2012 (continued)
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- Figure 115: Consumption of smoothies in the past six months, by frequency, by demographics, September 2012
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- Figure 116: Consumption of fruit juice and juice drinks in the past six months, by demographics, September 2012
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Appendix – Consumer Occasions
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- Figure 117: Fruit juices and smoothies purchases, by occasion, September 2012
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- Figure 118: Purchasing habits of fruit juices and smoothies, by type, by demographics, September 2012
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- Figure 119: Most popular occasions for which fruit juices and smoothies have been purchased, by demographics, September 2012
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- Figure 120: Next most popular occasions for which fruit juices and smoothies have been purchased, by demographics, September 2012
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- Figure 121: Most popular occasions for which fruit juice drinks have been purchased, by demographics, September 2012
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- Figure 122: Next most popular occasions for which fruit juice drinks have been purchased, by demographics, September 2012
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- Figure 123: Most popular occasions for which long-life fruit juice has been purchased, by demographics, September 2012
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- Figure 124: Next most popular occasions for which long-life fruit juice has been purchased, by demographics, September 2012
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- Figure 125: Most popular occasions for which smoothies have been purchased, by demographics, September 2012
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- Figure 126: Next most popular occasions for which smoothies have been purchased, by demographics, September 2012
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- Figure 127: Purchasing habits of fruit juices and smoothies ‘for my children’s lunchbox’, by demographics, September 2012
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Appendix – Consumer Behaviour
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- Figure 128: Attitudes towards purchasing fruit juice, juice drinks or smoothies, September 2012
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- Figure 129: Most popular attitudes towards purchasing fruit juice, juice drinks or smoothies, by demographics, September 2012
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- Figure 130: Next most popular attitudes towards purchasing fruit juice, juice drinks or smoothies, by demographics, September 2012
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Appendix – Consumer – Attitudes Towards Fruit Juice Drinks
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- Figure 131: Attitudes towards fruit juice drinks, September 2012
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- Figure 132: Most popular attitudes towards fruit juice drinks, by demographics, September 2012
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- Figure 133: Next most popular attitudes towards fruit juice drinks, by demographics, September 2012
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Appendix – Consumer – Attitudes Towards 100% Pure Fruit Juice
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- Figure 134: Attitudes towards pure fruit juice, September 2012
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- Figure 135: Agreement with the statements ‘I find the taste refreshing’ and ‘They are an easy way to boost my vitamin levels’, by demographics, September 2012
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- Figure 136: Agreement with the statements ‘Chilled varieties are healthier than long-life products’ and ‘Drinks with fruity bits are healthier’, by demographics, September 2012
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- Figure 137: Agreement with the statements ‘They contain too much sugar’ and ‘It’s worth paying more for fruit juice with added benefits’, by demographics, September 2012
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- Figure 138: Agreement with the statements ‘They are not as healthy as fresh fruit/veg’ and ‘It goes off too quickly’, by demographics, September 2012
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Appendix – Consumer – Attitudes Towards Smoothies
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- Figure 139: Attitudes towards smoothies, September 2012
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- Figure 140: Agreement with the statements ‘They are a good way to get part of your 5-a-day (fruit and veg)’ and ‘They are a healthy treat’, by demographics, September 2012
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- Figure 141: Agreement with the statements ‘They are more filling than juice drinks’ and ‘I like to try new/limited edition flavours’, by demographics, September 2012
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- Figure 142: Agreement with the statements ‘I am willing to pay more for a drink with higher fruit content’ and ‘They are a healthier alternative to fruit juice’, by demographics, September 2012
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- Figure 143: Agreement with the statements ‘I prefer the taste of branded varieties’ and ‘I buy versions with health benefits’, by demographics, September 2012
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Appendix – Consumer – Target Groups – Pure Juice
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- Figure 144: Target groups, by demographics, September 2012
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- Figure 145: Consumption of fruit juice, juice drinks and smoothies in the past six months, by target groups, September 2012
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- Figure 146: Purchasing habits of fruit juices and smoothies, by occasion, by target groups, September 2012
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- Figure 147: Attitudes towards purchasing fruit juice, juice drinks or smoothies, by target groups, September 2012
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- Figure 148: Attitudes towards statements on pure fruit juice, by target groups, September 2012
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