Table of Contents
Executive Summary
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- The market
- Dollar sales in the category stagnate from 2009-14
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- Figure 1: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2009-19
- Leading companies
- Coca-Cola Co. represents 18% of MULO sales in the category
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- Figure 2: MULO sales of juice and juice drinks, by top six leading companies, rolling 52 weeks 2013 and 2014 ($ millions)
- Segment performance
- The 100% juice segment continues to struggle
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- Figure 3: Total US retail sales of juice, juice drinks, and smoothies, by segment, at current prices ($ millions), 2009-14
- The consumer
- Three quarters of adults drink 100% juice and/or juice drinks
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- Figure 4: Personal juice and juice drink consumption, by age, September 2014
- Consumers turn to juice for added nutrition and breakfast
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- Figure 5: Correspondence analysis, November 2014
- What we think
Issues and Insights
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- How can juice move beyond breakfast?
- Issue
- Insight: Shine the spotlight on function, encourage sharing
- How can the category address consumer interest in fresh?
- Issue
- Insight: Promote freshness where possible
- What have we seen from premium juice?
- Issue
- Insight: Premium products are good attention-getting devices
Trend Applications
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- Trend: Transumers
- Trend: Help Me Help Myself
- Trend: Extend My Brand
Market Size and Forecast
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- Key points
- Sales and forecast of juice, juice drinks, and smoothies
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- Figure 6: Total US retail sales and forecast of fruit juice, juice drinks, and smoothies, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of fruit juice, juice drinks, and smoothies, at inflation-adjusted prices, 2009-19
- Declines projected through 2019
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- Figure 8: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2009-19
- Forecast methodology
Market Factors
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- A quarter of consumers are buying less juice
- Young consumers health/format conscious
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- Figure 9: Juice-related statements (change in purchase), by age, September 2014
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- Figure 10: Agreement with attitudes toward juice (health), by age, September 2014
- Mixed messages make the category tough to navigate
- Foodservice offerings have flavor appeal
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- Figure 11: Agreement with attitudes toward juice (competition), by age, September 2014
- Competing beverage options abound
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- Figure 12: Correspondence Analysis, November 2014
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- Figure 13: Beverage use by occasion, November 2014
- More than one quarter of juice buyers squeeze their own
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- Figure 14: Juice-related statements (behavior), by age, September 2014
Segment Performance
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- Key points
- Smoothie segment is the only one to see positive two-year movement
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- Figure 15: Total US retail sales of fruit juice, juice drinks, and smoothies, by segment, at current prices, 2012 and 2014
- Sales of 100% juice dip 11% from 2009-14
- US retail sales of 100% juice
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- Figure 16: Total US retail sales and forecast of 100% juice, at current prices, 2009-19
- Figure 17: Total US retail sales and forecast of 100% juice at inflation-adjusted prices, 2009-19
- Frozen/refrigerated stays on top of 100% juice market
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- Figure 18: Sales of 100% juice, by format, at current prices, 2009-14
- Juice drinks continuing to decline
- US retail juice drinks
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- Figure 19: Total US retail sales and forecast of juice drinks, at current prices, 2009-19
- Figure 20: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2009-19
- Frozen/refrigerated gains share on shelf-stable juice drinks
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- Figure 21: Sales of juice drinks, by format, at current prices, 2009-14
- Smoothie sales grow by 166% to reach $790 million in 2014
- US retail sales of smoothies
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- Figure 22: Total US retail sales and forecast of smoothies, at current prices, 2009-19
- Figure 23: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2009-19
Retail Channels
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- Key points
- Supermarkets represent more than half of category sales
- Drug stores meet the need for convenience
- Cold-pressed convenience
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- Figure 24: Total US retail sales of fruit juice, juice drinks, and smoothies, by channel, at current prices, 2012 and 2014
- Natural channel sales grow 28% from 2012-14
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- Figure 25: Natural supermarket sales of fruit juice/juice drinks, at current prices, rolling 52 weeks 2012-14
- Refrigerated/frozen sees strongest gains in natural channel
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- Figure 26: Natural supermarket sales of fruit juice/juice drinks, by form, at current prices, rolling 52 weeks 2012-14
- Products with no added sweeteners make up majority of natural channel sales
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- Figure 27: Supermarket sales of fruit juice/juice drinks, by type of sweetener, at current prices, rolling 52 weeks 2012-14
- Natural continues to outpace non-natural in natural channels
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- Figure 28: Natural supermarket sales of fruit juice/juice drinks, by "natural" designation, at current prices, rolling 52 weeks 2012-14
- Organic rules, but organic ingredients see strong percentage growth
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- Figure 29: Natural supermarket sales of juice/juice drinks, by organic content, at current prices, rolling 52 weeks 2012-14
- More than half of natural channel offerings are packaged in glass
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- Figure 30: Natural supermarket sales of juice/juice drinks, by packaging, at current prices, rolling 52 weeks 2012-14
Leading Companies and Brand Analysis
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- Key points
- Coca-Cola represents 18% of MULO sales in the category
- MULO sales of juice, juice drinks, and smoothies
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- Figure 31: MULO sales of juice and juice drinks, by leading companies, rolling 52 weeks 2013 and 2014
- PepsiCo’s Tropicana leads, but Coca-Cola tops the 100% juice segment
- MULO sales of 100% juice
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- Figure 32: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 33: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2013 and 2014 (Continued)
- Coca-Cola and Kraft brands top juice drink performers at MULO
- MULO sales of juice drinks
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- Figure 34: Sales of juice drinks, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 35: Sales of juice drinks, by leading companies, rolling 52 weeks 2013 and 2014 (Continued)
- PepsiCo brands make up more than half of MULO sales of smoothies
- MULO sales of smoothies
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- Figure 36: MULO sales of smoothies, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- New packaging on the rise for 100% juice and juice drinks
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- Figure 37: 100% Juice launches, by launch type, 2010-14*
- Figure 38: Juice drink launches, by launch type, 2010-14*
- Category would do well to put greater emphasis on natural
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- Figure 39: 100% juice launches, by top 10 claims, 2010-14*
- Figure 40: Juice drink launches, by top 10 claims, 2010-14*
- Chilled products on the rise
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- Figure 41: 100% juice launches, by storage type, 2010-14*
- Figure 42: Juice drink launches, by storage type, 2010-14*
- Smaller sizes up among 100% juice
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- Figure 43: 100% juice launches, by top 10 pack sizes, 2010-14*
Social Media
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- Key findings
- Market overview
- Key social media metrics
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- Figure 44: Key social media metrics for select juice brands, October 2014
- Brand usage and awareness
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- Figure 45: Brand usage and awareness for select juice brands, September 2014
- Interactions with juice brands
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- Figure 46: Interaction levels for select juice brands, September 2014
- Leading online campaigns
- Challenges
- Packaging
- Charitable involvement
- What we think
- Online conversations
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- Figure 47: Online conversations among select juice brands, Oct. 13, 2013-Oct. 12, 2014
- Where are people talking about juice brands?
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- Figure 48: Online conversations among select juice brands, Oct. 13, 2013-Oct. 12, 2014
- What are people talking about?
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- Figure 49: Topics of conversation around select juice brands, Oct. 13, 2013-Oct. 12, 2014
Juice Purchase and Consumption
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- Key points
- 100% juice is preferred over juice drinks
- Lower earning HHs less likely than higher earners to buy in to category
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- Figure 50: Household juice and juice drink purchase, by household income, September 2014
- Men are strong targets for vegetable juice consumption
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- Figure 51: Personal juice and juice drink consumption, by gender, September 2014
- 25-34s lead consumption
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- Figure 52: Personal juice and juice drink consumption, by age, September 2014
- Figure 53: Smoothies, by age, April 2013-June 2014
- Refrigerated offerings find widest appeal
- Fresh appeals to younger consumers
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- Figure 54: Juice-related statements (format), by age, September 2014
- …but may appear as cost prohibitive
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- Figure 55: Juice-related statements (format), by household income, September 2014
- Multi-serving rules
- Single-serving appeals to younger consumers
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- Figure 56: Juice-related statements (size), by age, September 2014
- Figure 57: Agreement with attitudes toward juice (packaging), by age, September 2014
Consumption Occasions
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- Key points
- Category limited by narrow perception of use
- Youngest respondents least interested in nutrition
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- Figure 58: Juice/juice drink use by occasion, by age, September 2014
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- Figure 59: Agreement with attitudes toward juice (occasion), by age, September 2014
- Figure 60: Juice-related statements (behavior), by age, September 2014
- 100% single-fruit juice rules for breakfast
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- Figure 61: Juice/juice drink use by occasion, by household juice purchase (1 of 3), September 2014
- Figure 62: Juice/juice drink use by occasion, by household juice purchase (2 of 3), September 2014
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- Figure 63: Juice/juice drink use by occasion, by household juice purchase (3 of 3), September 2014
- 100% fruit juice works as snack; 100% multi-veg juice weight control go-to
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- Figure 64: Personal juice and juice drink consumption, by juice or juice drink consumption occasion (1 of 3), September 2014
- Figure 65: Personal juice and juice drink consumption, by juice or juice drink consumption occasion (2 of 3), September 2014
- Figure 66: Personal juice and juice drink consumption, by juice or juice drink consumption occasion (3 of 3), September 2014
- Single-serve bottles important for those looking for hydration
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- Figure 67: Juice-related statements (size), by juice or juice drink consumption occasion (1 of 3), September 2014
- Figure 68: Juice-related statements (size), by juice or juice drink consumption occasion (2 of 3), September 2014
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- Figure 69: Juice-related statements (size), by juice or juice drink consumption occasion (3 of 3), September 2014
- Weight conscious most likely to squeeze their own
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- Figure 70: Juice-related statements (behavior), by juice or juice drink consumption occasion (1 of 3), September 2014
- Figure 71: Juice-related statements (behavior), by juice or juice drink consumption occasion (2 of 3), September 2014
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- Figure 72: Juice-related statements (behavior), by juice or juice drink consumption occasion (3 of 3), September 2014
- Nearly one quarter of smoothie drinkers do so for added nutrition
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- Figure 73: RTD smoothie use by occasion, by age, September 2014
Sugar Reduction
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- Key points
- More than one quarter of juice buyers buy reduced-sugar varieties
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- Figure 74: Juice-related statements (reduced sugar), by age, September 2014
- Sugar control may be cost prohibitive
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- Figure 75: Juice-related statements (reduced sugar), by household income, September 2014
- No sugar added leads sugar reduction tactic of interest
- Older consumers don’t want added sugar, younger OK with smaller bottles
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- Figure 76: Sugar reduction, by age, September 2014
- Half of non-drinkers appear somewhat interested in sugar reduction
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- Figure 77: Sugar reduction, by household juice purchase, September 2014
Innovation of Interest
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- Key points
- All natural leads interest in juice innovation
- Nearly half of 25-34s look for all-natural products
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- Figure 78: Innovation of interest, by age, September 2014
- Flavor innovation might resonate with younger shoppers, drive health innovation
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- Figure 79: Agreement with attitudes toward juice (innovation), by age, September 2014
- Texture best reserved for higher-price-point products
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- Figure 80: Innovation of interest, by household income, September 2014
- Unique fruit may be better left to non-breakfast occasions
- Consumers see relationship between protein and exercise
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- Figure 81: Innovation of interest, by juice or juice drink consumption occasion (1 of 3), September 2014
- Figure 82: Innovation of interest, by juice or juice drink consumption occasion (2 of 3), September 2014
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- Figure 83: Innovation of interest, by juice or juice drink consumption occasion (3 of 3), September 2014
- New flavors might be a welcome change for weight watchers
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- Figure 84: Agreement with attitudes toward juice (innovation), by juice or juice drink consumption occasion (1 of 3), September 2014
- Figure 85: Agreement with attitudes toward juice (innovation), by juice or juice drink consumption occasion (2 of 3), September 2014
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- Figure 86: Agreement with attitudes toward juice (innovation), by juice or juice drink consumption occasion (3 of 3), September 2014
Impact of Race and Hispanic Origin
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- Key points
- Asian consumers and shoppers of Hispanic origin strong targets
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- Figure 87: Household juice and juice drink purchase, by race/Hispanic origin, September 2014
- Fresh is big draw among Hispanics
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- Figure 88: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
- Figure 89: Juice-related statements (behavior), by race/Hispanic origin, September 2014
- Hispanics gravitate toward single-serving purchase
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- Figure 90: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
- Figure 91: Agreement with attitudes toward juice (packaging), by race/Hispanic origin, September 2014
- More than one third of Hispanics say they are buying less
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- Figure 92: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
- Figure 93: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
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- Figure 94: Sugar reduction, by race/Hispanic origin, September 2014
- Black consumers turn to juice for breakfast; Asians see it as a treat
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- Figure 95: Juice/juice drink use by occasion, by race/Hispanic origin, September 2014
- Hunger satiation may appeal to Asians in smoothie positioning; Hispanics look for energy boost
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- Figure 96: RTD smoothie use by occasion, by race/Hispanic origin, September 2014
- Natural is a strong driver among Asians; Hispanics interested in flavor innovation
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- Figure 97: Innovation of interest, by race/Hispanic origin, September 2014
- Figure 98: Agreement with attitudes toward juice (innovation), by race/Hispanic origin, September 2014
- Asians want healthy kid options; texture represents health for Hispanics
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- Figure 99: Agreement with attitudes toward juice (health), by race/Hispanic origin, September 2014
- Foodservice tie-ins may attract Asians and Hispanics
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- Figure 100: Agreement with attitudes toward juice (competition), by race/Hispanic origin, September 2014
Custom Consumer Group – Households with Children
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- Key points
- Households with children are significantly more likely to purchase all products measured here
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- Figure 101: Household juice and juice drink purchase, by presence of children in household, September 2014
- Households with children are significantly more likely to purchase all products measured here
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- Figure 102: Household juice and juice drink purchase, by parents with children in household, September 2014
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- Figure 103: Other juices and drinks, April 2013-June 2014
- Dads open to vegetable juice
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- Figure 104: Household juice and juice drink purchase, by parental status, September 2014
- Fresh-squeezed appeals to parents
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- Figure 105: Juice-related statements (types purchased), by presence of children in household, September 2014
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- Figure 106: Juice-related statements (behavior), by parents with children in household, September 2014
- Small formats particularly resonate with households with children
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- Figure 107: Juice-related statements (types purchased), by presence of children in household, September 2014
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- Figure 108: Agreement with attitudes toward juice (packaging), by presence of children in household, September 2014
- Drink mixes may present strong competition among HHs with children
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- Figure 109: Juice-related statements (types purchased), by presence of children in household, September 2014
- Seven in 10 households with children interested in sugar reduction
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- Figure 110: Sugar reduction, by presence of children in household, September 2014
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- Figure 111: Agreement with attitudes toward juice (health), by presence of children in household, September 2014
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- Figure 112: Agreement with attitudes toward juice (health), by parental status, September 2014
- Promoting juice use throughout the day will be key for HHs with kids
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- Figure 113: Agreement with attitudes toward juice (occasion), by presence of children in household, September 2014
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- Figure 114: Orange juice, April 2013-June 2014
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- Figure 115: Other juices and drinks, April 2013-June 2014
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- Figure 116: Orange juice, by age, April 2013-June 2014
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- Figure 117: Orange juice, April 2013-June 2014
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- Figure 118: Other juice or lemonade, April 2013-June 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 119: Brand usage or awareness, September 2014
- Figure 120: Evolution Fresh usage or awareness, by demographics, September 2014
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- Figure 121: Naked usage or awareness, by demographics, September 2014
- Figure 122: Odwalla usage or awareness, by demographics, September 2014
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- Figure 123: Tropicana usage or awareness, by demographics, September 2014
- Figure 124: V8 usage or awareness, by demographics, September 2014
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- Figure 125: Capri Sun usage or awareness, by demographics, September 2014
- Activities done
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- Figure 126: Activities done, September 2014
- Figure 127: Evolution Fresh – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 128: Evolution Fresh – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 129: Evolution Fresh – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 130: Evolution Fresh – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 131: Naked – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 132: Naked – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 133: Naked – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 134: Naked – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 135: Odwalla – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 136: Odwalla – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 137: Odwalla – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 138: Odwalla – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 139: Tropicana – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 140: Tropicana – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 141: Tropicana – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 142: Tropicana – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 143: V8 – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 144: V8 – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 145: V8 – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 146: V8 – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Figure 147: Capri Sun – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
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- Figure 148: Capri Sun – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
- Figure 149: Capri Sun – Activities done – I follow/like the brand on social media because, by demographics, September 2014
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- Figure 150: Capri Sun – Activities done – I have researched the brand on social media to, by demographics, September 2014
- Key social media metrics
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- Figure 151: Key social media metrics for select juice brands, October 2014
- Online conversations
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- Figure 152: Online conversations among select juice brands, Oct. 13, 2013-Oct. 12, 2014
Appendix – Other Useful Tables
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- Juice purchase
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- Figure 153: Household juice and juice drink purchase, by gender and age, September 2014
- Figure 154: Personal juice and juice drink consumption, by race/Hispanic origin, September 2014
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- Figure 155: Juice-related statements (format), by gender and age, September 2014
- Figure 156: Juice-related statements (size), by gender and age, September 2014
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- Figure 157: Juice-related statements (change in purchase), by gender and age, September 2014
- Figure 158: Orange juice in bottles, cans or cartons, by age, April 2013-June 2014
- Juice behavior
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- Figure 159: Juice-related statements (behavior), by gender and age, September 2014
- Consumption occasions
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- Figure 160: Juice/juice drink use by occasion, by gender and age, September 2014
- Smoothie occasions
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- Figure 161: RTD smoothie use by occasion, by gender and age, September 2014
- Sugar reduction
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- Figure 162: Juice-related statements (reduced sugar), by gender and age, September 2014
- Figure 163: Sugar reduction, by gender and age, September 2014
- Figure 164: Sugar reduction, by household income, September 2014
- Innovations of interest
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- Figure 165: Innovation of interest, by gender and age, September 2014
- Attitudes toward juice
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- Figure 166: Attitudes toward juice, September 2014
- Flavors
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- Figure 167: Orange juice in bottles, cans or cartons, by presence of children in household, April 2013-June 2014
- Figure 168: Other fruit juices and drinks, by age, April 2013-June 2014
Appendix – Trade Associations
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