Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Juice and juice drink sales fall 4% from 2008-13, slight growth forecast
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- Figure 1: Total US sales and forecast of juice and juice drinks, at current prices, 2008-18
- Market segmentation
- Juice drinks gain share on 100% juice
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- Figure 2: Total US retail sales, forecast of 100% juice and juice drinks, by segment, at current prices, 2008-13
- Innovation
- Old standards lead, but new crop of tropical flavors may help grow category
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- Figure 3: Juice and juice drink launches, by top five flavors (and coconut), 2009-13*
- Leading companies
- Coca-Cola brands lead category, with 18.3% of sales and growing
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- Figure 4: MULO sales of juice and juice drinks, by top five leading companies, rolling 52 weeks 2012 and 2013
- Retail channels
- Supermarkets maintain largest share of sales despite largest losses
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- Figure 5: Total U.S. retail sales of 100% juice and juice drinks, by channel, at current prices, 2008-13
- The consumer
- Young consumers lead participation, juice drink consumption drops with age
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- Figure 6: Juice/juice drink consumption, by age, September 2013
- Taste rules, but an interest in health is evident
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- Figure 7: Top five reasons for use, September 2013
- What we think
Issues and Insights
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- What impact do sugar/sweeteners have on category participation?
- Issues
- Insight: Be explicit about nutritional information and boost health profiles
- How can the category compete with other beverage offerings?
- Issues
- Insight: The category should differentiate itself
- How can the category respond to consumer demand for affordability?
- Issue
- Insight: Low price points and value assurance are necessary to engaging consumers
Trend Applications
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- Trend: Factory Fear
- Trend: Nouveau Poor
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Juice and juice drink sales fall 4% from 2008-13, slight growth forecast
- Sales of juice and juice drinks
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- Figure 8: Total US retail sales and forecast of juice and juice drinks, at current prices, 2008-18
- Figure 9: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and forecast of juice and juice drinks, at current prices, 2008-18
Market Drivers
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- Key points
- Juice consumption stagnates, orange juice struggles
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- Figure 11: Per capita juice consumption in gallons, by type, 2007-11
- Consumers may be bored
- Juice craze could help boost retail sales
Competitive Context
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- Consumers have an expanding array of drink options
- Taste for flavored water grows
- Tea steeped in success
- Sports and energy drinks continue to see a boost
- Juice can differentiate itself from the competition, may find success in mimicry
- Make it sporty
- Coconut with a kick
- Hybrid popularity
Segment Performance
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- Key points
- Juice drinks gain share on 100% juice
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- Figure 12: Total US retail sales of juice and juice drinks, by segment, at current prices, 2011 and 2013
- 100% juice sales decline by 10% from 2008-13
- US retail sales and forecast of 100% juice
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- Figure 13: Total US retail sales and forecast of 100% juice, at current prices, 2008-18
- Juice drink sales grow by 8% from 2008-13
- US retail sales and forecast of juice drinks
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- Figure 14: Total US retail sales and forecast of juice drinks, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets maintain largest share of sales despite largest losses
- Single-serve offerings meet interest in convenience, store brands allow for cost savings
- Limited releases could drive retail sales
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- Figure 15: Total US retail sales of juice and juice drinks, by channel, at current prices, 2011 and 2013
- Supermarket sales decline 8% from 2008-13
- Supermarket sales of juice and juice drinks
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- Figure 16: US supermarket sales of juice and juice drinks, at current prices, 2008-13
- Drug store sales jump 36% from 2008-13
- Drug store sales of juice and juice drinks
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- Figure 17: US drug store sales of juice and juice drinks, at current prices, 2008-13
- Other channel sales show little movement from 2008-13
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- Figure 18: US other channel sales of juice and juice drinks, at current prices, 2008-13
- Natural supermarket sales grow 27% from 2011-13
- Sales of juice and juice drinks in the natural channel
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- Figure 19: Natural supermarket sales of juice and juice drinks, at current prices, 2011-13*
- Figure 20: Natural supermarket sales of juice and juice drinks, at inflation-adjusted prices, 2011-13*
- Natural channel sales of juice and juice drinks by storage type
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- Figure 21: Natural supermarket sales of juice and juice drinks, by storage type, 2011 and 2013*
- Natural channel sales of juice and juice drinks, by organic
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- Figure 22: Natural supermarket sales of juice and juice drinks, by organic, 2011 and 2013*
Leading Companies
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- Key points
- Little movement seen among category leaders
- MULO sales of juice and juice drinks
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- Figure 23: MULO sales of juice and juice drinks, by leading companies, rolling 52 weeks 2012 and 2013
- Coca-Cola brands make up nearly one quarter of 100% juice sales
- Tropicana drive PepsiCo growth
- MULO sales of 100% juice
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- Figure 24: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2012 and 2013
- Campbell makes strong gains with V8 brands
- MULO sales of juice drinks
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- Figure 25: MULO sales of juice drinks, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Range extensions, new packaging lead new product activity
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- Figure 26: Juice and juice drink launches, by launch type, 2009-13*
- Figure 27: Juice and juice drink launches, by storage type, 2009-13*
- Product claims need to align more closely with consumer interest
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- Figure 28: Juice and juice drink launches, by top 10 claims, 2009-13*
- More attention on sugar/sweetener levels needed
- Category should consider stevia
- Launches offer a range of reduced calorie options
- Bottles rule, cartons show strongest growth
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- Figure 29: Juice and juice drink launches, by package type, 2009-13*
- Orange still leads, less common flavors gain steam
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- Figure 30: Juice and juice drink launches, by flavor, 2009-13*
- Market still cuckoo for coconut, but growth slowing
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- Figure 31: MULO sales of coconut water*, at current prices, 2009-13
- Tropical may represent a getaway from sales losses
- Introduction of vegetables enables increased health perception, lower calories
- Herbs and spices may add intrigue/value
- Juice and juice drinks offer a delivery vessel for superfoods
- Specific fruit varieties/origins may encourage trial
- Functional benefits appeal to young shoppers, mimic competition
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: V8 (Campbell Soup Co.)
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- Figure 32: Brand Analysis of V8 Juice, 2013
- Online initiatives
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- Figure 33: V8, “21 Day Challenge,” Website snapshot, 2013
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- Figure 34: V8 V-Fusion, Facebook Ad, 2013
- TV presence
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- Figure 35: V8, “Husband and Wife,” TV Ad, 2013
- Figure 36: V8, “Kick Butt,” TV Ad, 2013
- Print and other
- Partnerships/Cause marketing
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- Figure 37: V8 V-Fusion, Print Ad, 2013
- Brand analysis: Simply Orange Juice Co. (Coca-Cola Co)
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- Figure 38: Brand Analysis of Simply Orange, 2013
- Online initiatives
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- Figure 39: Simply Orange, “Share for Apple, Like for Cranberry,” Online Facebook Ad, 2013
- TV presence
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- Figure 40: Simply Orange, “Secret Recipe,” TV Ad, 2012
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- Figure 41: Simply Orange, “What Could Be Sweeter?” TV Ad, 2013
- Brand analysis: ZICO
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- Figure 42: Brand Analysis of ZICO, 2013
- Online initiatives
- TV presence
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- Figure 43: ZICO, “Julia Mancuso Pull-ups,” TV Ad, 2013
- Print and other
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- Figure 44: ZICO, “Because not everyone is born with oomph,” Digital Ad, 2013
Social Media – Juice and Juice Drinks
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- Key points
- Social media metrics
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- Figure 45: Key social media metrics, Oct. 2013
- Market overview
- Brand usage and awareness
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- Figure 46: Brand usage and awareness for selected juice/juice drink brands, Sept. 2013
- Interaction with juice and juice drink brands
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- Figure 47: Interactions with select juice/juice drink brands, Sept. 2013
- Online conversations
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- Figure 48: Word cloud of online mentions for Minute Maid, April 21-Oct. 20, 2013
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- Figure 49: Online mentions around select juice or juice drink brands, by day, April 21-Oct. 20, 2013
- Where are people talking about juice and juice drinks?
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- Figure 50: Online mentions around select juice or juice drink brands, by page type, April 21-Oct. 20, 2013
- What are people talking about?
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- Figure 51: Topics of discussion among the selected juice or juice drink brands, April 21-Oct. 20, 2013
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- Figure 52: Topics of discussion among the selected juice or juice drink brands, by page type, April 21-Oct. 20, 2013
- Analysis by brand
- Tropicana
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- Figure 53: Social media metrics – Tropicana, Oct. 2013
- Key online campaigns
- What we think
- Minute Maid
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- Figure 54: Social media metrics – Minute Maid, Oct. 2013
- Key online campaigns
- What we think
- Mott’s
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- Figure 55: Social media metrics – Mott’s, Oct. 2013
- Key online campaigns
- What we think
- Simply Orange
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- Figure 56: Social media metrics – Simply Orange, Oct. 2013
- Key online campaigns
- What we think
- Juicy Juice
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- Figure 57: Social media metrics – Oct. 2013
- Key online campaigns
- What we think
- Florida’s Natural
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- Figure 58: Social media metrics – Florida’s Natural, Oct. 2013
- Key online campaigns
- What we think
Juice and Juice Drink Purchase
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- Key points
- 100% juice has high household penetration
- Men are more likely to purchase frozen products
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- Figure 59: Juice/juice drink purchase, by gender, September 2013
- 18-44s over index in purchase
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- Figure 60: Juice/juice drink purchase, by age, September 2013
- Figure 61: Personal juice/juice drink purchase, by age, September 2013
- Young shoppers are good target for single-serve packaging
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- Figure 62: Juice/juice drink feature, by age, September 2013
- Middle-income earning HHs are prime juice buyers
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- Figure 63: Juice/juice drink purchase, including nets, by household income, September 2013
- One third of 100% juice drinkers have increased purchase
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- Figure 64: Change in purchase, by gender, September 2013
Consumption Frequency
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- Key points
- Category can develop/market products for specific consumption occasion
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- Figure 65: Usage frequency*, by gender, September 2013
- Consumers age 65+ most likely to drink juice every day
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- Figure 66: Usage frequency*, by age, September 2013
Reason for Use
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- Key points
- Taste leads reasons for use
- Men’s interest in health centers on benefits, while women want safety
- Juice can follow lead of yogurt, cereal bars, promote healthy indulgence
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- Figure 67: Consumption occasion, by gender, September 2013
- Young consumers lured by taste, older drinkers driven by health
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- Figure 68: Consumption occasion, by age, September 2013
- Frequent drinkers driven by health
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- Figure 69: Consumption occasion, by usage frequency*, September 2013
- Consumers seek health in 100% juice, room exists for frozen innovation
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- Figure 70: Consumption occasion, by fruit juice and juice drink usage, September 2013
Purchase Decision
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- Key points
- Natural products, low price, and discounts drive purchase
- Men are drawn to low price, while women may be swayed by coupons
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- Figure 71: Purchase decision, by gender, September 2013
- Functional benefits influence young juice shoppers
- …while health concerns inform the purchase decisions of older shoppers
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- Figure 72: Purchase decision, by age, September 2013
- Low price strongly influences low-income earning HHs
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- Figure 73: Purchase decision, by household income, September 2013
Consumption Barriers
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- Key points
- Sugar, cost limit purchase
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- Figure 74: Reason for not purchasing or decreased purchase, by gender, September 2013
- Health concerns limit use among older respondents
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- Figure 75: Reason for not purchasing or decreased purchase, by age, September 2013
- Cost is a barrier for lower-income HHs, sugar/calories for higher earners
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- Figure 76: Reason for not purchasing or decreased purchase, by household income, September 2013
Attitudes Toward Sugar and Sweeteners
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- Key points
- Nearly half of consumers don’t care for added sugar
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- Figure 77: Attitudes toward sugar and sweeteners, by gender, September 2013
- Older users concerned with sugar, younger wary of artificial sweeteners
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- Figure 78: Attitudes toward sugar and sweeteners, by age, September 2013
- Consumers looking for low calories not as concerned with sweeteners
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- Figure 79: Attitudes toward sugar and sweeteners, by fruit juice and juice drink features, September 2013
Custom Consumer Group – Households with Children
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- Key points
- HHs with children are prime audience for category participation
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- Figure 80: Juice/juice drink purchase, by presence of children in household, September 2013
- HHs with children are prime audience for category participation
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- Figure 81: Juice/juice drink purchase, by parents with children and age, September 2013
- Room exists to promote juice drinks for adult consumption
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- Figure 82: Personal juice/juice drink purchase, including nets, by presence of children in household, September 2013
- “Low-in” product less popular for children
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- Figure 83: Juice/juice drink feature, September 2013
- High health profiles are of particular interest to parents of young kids
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- Figure 84: Purchase decision, by parents with children and age, September 2013
Impact of Race and Hispanic Origin
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- Key points
- Hispanic consumers are a strong target for consumption
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- Figure 85: Juice/juice drink purchase, including nets, by race/Hispanic origin, September 2013
- Purchase of 100% juice on the rise among Hispanics
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- Figure 86: Change in purchase, by race/Hispanic origin, September 2013
- Hispanics are a strong audience for single-serve, low-in products
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- Figure 87: Juice/juice drink feature, by race/Hispanic origin, September 2013
- Kids are likely strong drivers of participation among Hispanics
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- Figure 88: Consumption occasion, by race/Hispanic origin, September 2013
- Hispanic consumers interested in functional benefits, flavor variety
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- Figure 89: Purchase decision, by race/Hispanic origin, September 2013
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- Figure 90: Purchase decision, by Hispanic origin and household income, September 2013
- Asian consumers pay closer attention to sugar and sweeteners
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- Figure 91: Attitudes toward sugar and sweeteners, by race/Hispanic origin, September 2013
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- Figure 92: Attitudes toward sugar and sweeteners, by Hispanic origin and household income, September 2013
- High price appears as the main deterrent for Hispanic consumers
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- Figure 93: Reason for not purchasing or decreased purchase, by race/Hispanic origin, September 2013
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: Refrigerated Juices/Drinks – US
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- Overview of refrigerated juices/drinks
- Refrigerated orange juice
- Consumer insights on key purchase measures – refrigerated orange juice
- Brand map
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- Figure 94: Brand map, selected brands of refrigerated orange juice buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2012*
- Refrigerated fruit drinks
- Consumer insights on key purchase measures – refrigerated fruit drinks
- Brand map
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- Figure 96: Brand map, selected brands of refrigerated fruit drinks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for the top brands of refrigerated fruit drinks, by household penetration, 2012*
- Refrigerated lemonade
- Consumer insights on key purchase measures – refrigerated lemonade
- Brand map
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- Figure 98: Brand map, selected brands of refrigerated lemonade buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of refrigerated lemonade, by household penetration, 2012*
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: SS Bottled Juices – US
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- Overview of SS bottled juices
- SS bottled fruit drinks
- Consumer insights on key purchase measures – SS bottled fruit drinks
- Brand map
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- Figure 100: Brand map, selected brands of SS bottled fruit drinks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of SS bottled fruit drinks, by household penetration, 2012*
- SS bottled cranberry cocktail/juice drinks
- Consumer insights on key purchase measures – SS bottled cranberry cocktail/juice drinks
- Brand map
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- Figure 102: Brand map, selected brands of SS bottled cranberry cocktail/juice drinks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice drinks, by household penetration, 2012*
- SS bottled apple juice
- Consumer insights on key purchase measures – SS bottled apple juice
- Brand map
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- Figure 104: Brand map, selected brands of SS bottled apple juice buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2012*
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: Aseptic Juices – US
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- Overview of aseptic juices
- Aseptic juice drinks
- Consumer insights on key purchase measures – aseptic juice drinks
- Brand map
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- Figure 106: Brand map, selected brands of aseptic juice drinks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2012*
- Aseptic 100% juices
- Consumer insights on key purchase measures – aseptic 100% juices
- Brand map
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- Figure 108: Brand map, selected brands of aseptic 110% juices buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 109: Key purchase measures for the top brands of aseptic 100% juices, by household penetration, 2012*
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: SS Canned Juices – US
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- Overview of SS canned juices
- Canned juice drinks
- Consumer insights on key purchase measures – canned juice drinks
- Brand map
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- Figure 110: Brand map, selected brands of canned juice drinks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 111: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2012*
- Canned 100% vegetable/juice cocktail
- Consumer insights on key purchase measures – canned 100% vegetable/juice cocktail
- Brand map
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- Figure 112: Brand map, selected brands of canned vegetable juice/cocktail buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 113: Key purchase measures for the top brands of canned 100% vegetable juice/cocktail, by household penetration, 2012*
- Canned 100% fruit juices
- Consumer insights on key purchase measures – canned 100% fruit juices
- Brand map
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- Figure 114: Brand map, selected brands of canned 100% fruit juices buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 115: Key purchase measures for the top brands of canned 100% fruit juices, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 116: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 117: US unemployment rate, by month, 2002-13
- Figure 118: US unemployment and underemployment rates, 2007-13
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- Figure 119: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 120: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 121: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
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- Figure 122: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 123: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 124: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 125: US population, by age, 2008-18
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- Figure 126: US households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Juice/juice drink purchase
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- Figure 127: Juice/juice drink purchase, September 2013
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- Figure 128: Juice/juice drink purchase, including nets, by household size, September 2013
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- Figure 129: Personal juice/juice drink purchase, including nets, by gender, September 2013
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- Figure 130: Juice/juice drink purchase, including nets, by gender and age, September 2013
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- Figure 131: Personal juice/juice drink purchase, including nets, by gender and age, September 2013
- Consumption frequency
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- Figure 132: Usage frequency*, by gender and age, September 2013
- Product features
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- Figure 133: Juice/juice drink feature, by gender and age, September 2013
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- Figure 134: Juice/juice drink feature, by household size, September 2013
- Other fruit juice and juice drink flavors
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- Figure 135: Other fruit juices and drinks, by race/Hispanic origin, May 2012-June 2013
- Reasons for use
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- Figure 136: Consumption occasion, by household income, September 2013
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- Figure 137: Consumption occasion, by fruit juice and juice drink feature, September 2013
- Purchase drivers
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- Figure 138: Purchase decision, by gender and age, September 2013
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- Figure 139: Purchase decision, by fruit juice and juice drinks, September 2013
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- Figure 140: Purchase decision, by consumption occasion, September 2013
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- Figure 141: Purchase decision, by consumption occasion, September 2013 (continued)
- Attitudes toward sugar and sweeteners
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- Figure 142: Attitudes toward sugar and sweeteners, by gender and age, September 2013
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- Figure 143: Attitudes toward sugar and sweeteners, by household income, September 2013
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- Figure 144: Attitudes toward sugar and sweeteners, by fruit juice and juice drinks, September 2013
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- Figure 145: Attitudes toward sugar and sweeteners, by parents with children and age, September 2013
- Consumption barriers
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- Figure 146: Reason for not purchasing or decreased purchase, by presence of children in household, September 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 147: Brand usage or awareness, September 2013
- Figure 148: Tropicana usage or awareness, by demographics, September 2013
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- Figure 149: Simply Orange usage or awareness, by demographics, September 2013
- Figure 150: Minute Maid usage or awareness, by demographics, September 2013
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- Figure 151: Florida’s Natural usage or awareness, by demographics, September 2013
- Figure 152: Juicy Juice usage or awareness, by demographics, September 2013
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- Figure 153: Mott’s usage or awareness, by demographics, September 2013
- Activities done
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- Figure 154: Activities done, September 2013
- Figure 155: Tropicana – Activities done, by demographics, September 2013
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- Figure 156: Simply Orange – Activities done, by demographics, September 2013
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- Figure 157: Minute Maid – Activities done, by demographics, September 2013
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- Figure 158: Florida’s Natural – Activities done, by demographics, September 2013
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- Figure 159: Juicy Juice – Activities done, by demographics, September 2013
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- Figure 160: Mott’s – Activities done, by demographics, September 2013
- Online conversations
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- Figure 161: Online mentions around select juice or juice drink brands, by day, April 21-Oct. 20, 2013
- Figure 162: Online mentions around select juice or juice drink brands, by page type, April 21-Oct. 20, 2013
- Figure 163: Topics of discussion among the selected juice or juice drink brands, April 21-Oct. 20, 2013
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- Figure 164: Topics of discussion among the selected juice or juice drink brands, by page type, April 21-Oct. 20, 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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