The juice category is mature in Canada with 87% of Canadians drinking juice, and 68% drinking it at least once per week. Juice consumption has been in decline for the last five years with volume decreasing 2.6% in 2013 from the year before.
While the category benefits from a health halo, the perception of high price, high calories and sugar and the proliferation of more healthful beverages have impacted consumption. The expectation is that the decline in consumption will continue for the next five years at the rate of about 2% annually, as the population ages, more beverage options enter the market and rising ingredient costs keep price levels higher. Despite these challenges, the category is well positioned to benefit from some emerging trends.
Half of Canadians believe that juice is a way to get their daily fruits and vegetables, therefore they can be engaged on this basis by enhancing juice offerings with needed nutrition that fruits and vegetables may not offer. The projected growth of kids aged 5-14 in the next five years is also opportunistic as kids are more likely to be prolific juice drinkers. Juice is well positioned to target parents with better products for kids, including ‘just for kids’ juice and juice blend offerings that address parents’ concerns about sugar intake while providing kids with needed nutrients and fun.
Definition
This report examines the market for consumption of fruit juice, smoothies and juice drinks and nectars in Canada.
Juice includes the following types:
Chilled juice in cartons or bottles found in the refrigerated section
Non-refrigerated types found in the grocery aisle
Frozen fruit juice or drinks such as concentrated cans found in the freezer section
Portable juices such as juice boxes and single serve bottles
Vegetable juices
Powdered juice drinks
Fruit smoothies and smoothies in chilled cartons/bottles or in portable bottles
Juice mixers
Squash cordials
It should be noted that chilled juice may include both fruit juice and juice drinks. Fruit juice is made with 100% pure fruit juice, while juice drinks contain less than 100% juice and have added ingredients, such as water, sweeteners, flavourings, etc.
Value figures throughout this report are at retail selling prices. Market sizes at constant 2014 prices are devised using Mintel’s drinks deflator which has been tailored to the Canadian market. Market size data relates to value and volume sales via the retail channel only, with non-retail sales referred to within analysis where applicable.
Methodology
Mintel conducted online consumer research in August 2014 on a sample of 2,000 internet users aged 18+.
