Table of Contents
Executive Summary
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- Market overview
- Canada’s population is expected to age in the coming years
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- Figure 1: Projected trends in the age structure of the Canada population, 2014-19
- The consumer
- While the juice market is mature, penetration opportunities exist across juice types
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- Figure 2: Types of juices consumed in the last three months, August 2014
- Quenching one’s thirst is the main reason for drinking juice and juice drinks
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- Figure 3: Occasions for drinking juice and juice drinks, August 2014
- Price, flavour and trusted brand are all key motivators in the juice purchase decision
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- Figure 4: Importance of different factors when purchasing juices (any rank 1-5), August 2014
- Cost, unhealthy ingredients and a preference for real fruit are the primary barriers to juice consumption
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- Figure 5: Barriers to drinking more juice, juice drinks or smoothies, August 2014
- The majority of juice drinkers want more information on sweeteners and how juice is made
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- Figure 6: Attitudes towards fruit juice, juice drinks and smoothies, August 2014
- What we think
Issues and Insights
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- Using juice to deliver nutrients that are relevant to Boomers
- The facts
- The implications
- Focus on value and benefits relevant to Millennials
- The facts
- The implications
- Invest in innovation that targets the expanding juice enthusiast base
- The facts
- The implications
- Proving the health benefits of juice will make them more palatable for parents
- The facts
- The implications
Trend Application
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- Trend: Locavore
- Trend: Prove it
- Trend Life Hacking
Market Drivers
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- Key points
- Trend toward reducing sugar may cause decline in juice consumption
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- Figure 7: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
- Canada’s older population expected to grow
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- Figure 8: Projected trends in the age structure of the Canadian population, 2014 versus 2019
- Economic overview
- Consumer confidence and disposable income remain steadfast
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- Figure 9: Consumer Confidence Index, monthly, January 2008-July 2014
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- Figure 10: Household disposable income and saving rate in Canada, Q1 2008-14
- Key economic indicators suggest higher food prices are in-store for Canadians
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- Figure 11: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2009-14
- Figure 12: Annual average exchange rates for the Canadian dollar, 2010-14
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Juices performing poorly in the soft drinks landscape
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- Figure 13: Value retail sales ($ millions) in selected beverage categories in Canada, 2009-13
- Figure 14: Volume retail sales (million litres) in selected beverage categories in Canada, 2009-13
Who’s Innovating?
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- Key points
- Lassonde leads the way for NPD activity in juices
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- Figure 15: Share of new product launches within the Canada juices market, by leading companies, 2010-14
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- Figure 16: Share of new product launches within the Canada juices market, by leading brands, 2010-14
- Other branded launches of note
- Juice brands making more product claims
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- Figure 17: Share of new product launches within the Canada juices market, by claims, 2010-14
Market Size and Forecast
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- Key points
- Canada’s juice and juice drinks market continues to face challenges
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- Figure 18: JUICE TRENDS – Actuals vs Forecast 2009-19
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- Figure 19: Forecast of Canada retail sales of juice and juice drinks, by volume, 2009-19
- Values expected to continue on a slow decline
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- Figure 20: Forecast of Canada retail sales of juice and juice drinks, by volume, 2009-19
- Forecast methodology
Segment Performance and Market Share
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- Key points
- Pure juice volume continues to decline impacted by demographics and higher ingredient costs
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- Figure 21: Canada value and volume retail sales of pure juice, at current and constant prices, 2009-19
- Figure 22: Forecast of Canada retail sales of pure juice, by volume, 2009-19
- Figure 23: Forecast of Canada retail sales of pure juice prices, by value 2009-19
- Juice drinks volume will fare better supported by lower retails
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- Figure 24: Canada value and volume retail sales of juice drinks and nectars, at current and constant prices, 2009-19
- Figure 25: Forecast of Canada retail sales of juice drinks and nectars, by volume, 2009-19
- Figure 26: Forecast of Canada retail sales of juice drinks and nectars, by value 2009-19
- A Lassonde still leads from a volume and value perspective
- PepsiCo and Coca-Cola have lost traction since 2011. Smaller players have taken share.
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- Figure 27: Company retail market share by volume (%)
- Figure 28: Company retail market share by value (%)
Companies and Products
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- PepsiCo
- Overview and company information
- Recent activity and innovation
- The Coca-Cola Company
- Overview and company information
- Recent activity and innovation
- Lassonde Industries
- Overview and company information
- Recent activity and innovation
- Dr Pepper Snapple Group
- Recent activity and innovation
- Sun-Rype
- Overview and company information
- Recent activity and innovation
- Ocean Spray
- Overview and company information
- Recent activity and innovation
Brand Research and Social Media
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- Key findings
- Market overview
- Key social media metrics
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- Figure 29: Key social media metrics, August 2014
- Brand usage and awareness
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- Figure 30: Brand usage and awareness for selected juice and juice drink brands, August 2014
- Interactions with juice and juice drink brands
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- Figure 31: interactions with selected juice and juice drink brands, August 2014
- Leading online campaigns
- What we think
- Online conversations
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- Figure 32: Online conversations for selected juice and juice drink brands, by day, October 21, 2013-October 21, 2014
- Where are people talking about juice drink brands?
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- Figure 33: Online conversations for selected juice and juice drink brands, by page type, October 21, 2013-October 21, 2014
- What are people talking about?
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- Figure 34: Topics of conversation around selected juice and juice drink brands, October 21, 2013-October 21, 2014
The Consumer – Juice Consumption
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- Key points
- While the juice market is mature, penetration opportunities exist across juice types
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- Figure 35: Types of juices consumed in the last three months, August 2014
- Consumers aged 18-34 are most likely to be medium juice drinkers, signalling an opportunity for increased consumption
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- Figure 36: Juice drink consumption in the past three months by age group, August 2014
- Chilled juices like Tropicana or Minute Maid are consumed most often
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- Figure 37: Juices drinks consumed in the last three months, August 2014
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- Figure 38: Juices drinks consumed in the last three months by age, August 2014
- Vegetable juice is consumed most often, among the other juice types
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- Figure 39: Other juices consumed in the last three months, August 2014
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- Figure 40: Other juices consumed in the last three months by age, August 2014
- Half of Canadians drank at least five types of juice in the past three months
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- Figure 41: Repertoire of juice and juice drinks types consumed in past three months, August 2014
The Consumer – Occasions for Consumption
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- Key points
- Quenching one’s thirst is the main reason for drinking juice and juice drinks
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- Figure 42: Occasions for drinking juice and juice drinks, August 2014
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- Figure 43: Top five reasons for juice or juice drink consumption by age, August 2014
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- Figure 44: Top five reasons for drinking juice or juice drinks by consumption frequency, August 2014
The Consumer – Purchase Drivers
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- Key points
- Price, flavour and trusted brand are all key motivators in the juice purchase decision
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- Figure 45: Importance of different factors when purchasing juices (any rank 1-5), August 2014
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- Figure 46: Juice and juice drink motivating factors - #1 ranked, August 2014
- Purchase motivation differs slightly by frequency of juice drink consumption
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- Figure 47: Select purchase motivators by consumption frequency, August 2014
The Consumer – Barriers to Consumption
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- Key points
- Cost, unhealthy ingredients and a preference for real fruit are the primary barriers to juice consumption
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- Figure 48: Barriers to drinking more juice, juice drinks or smoothies, August 2014
- Females are more preoccupied with calories, healthy ingredients and a preference for eating fruits and vegetables
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- Figure 49: Select barriers to drinking more juice, juice drinks or smoothies by gender, August 2014
The Consumer – Attitudes towards Juices
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- Key points
- Summary of attitudes towards fruit juice, juice drinks and smoothies
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- Figure 50: Attitudes towards fruit juice, juice drinks and smoothies, August 2014
- The majority of juice drinkers want more information on sweeteners and how juice is made
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- Figure 51: Attitudes towards fruit juice, juice drinks and smoothies: information, August 2014
- Half of Canadians agree that fruit juice is a good substitute for fruits and vegetables
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- Figure 52: Attitudes towards fruit juice, juice drinks and smoothies: health, August 2014
- Some 42% of Canadians prefer single-flavoured juices
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- Figure 53: Attitudes towards fruit juice, juice drinks and smoothies: taste, August 2014
- A quarter of Canadians see the value in both exotic juice flavours and smoothies
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- Figure 54: Attitudes towards fruit juice, juice drinks and smoothies: value, August 2014
The Consumer – Juice and Chinese Canadians
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- Key points
- Chinese Canadian drinkers believe in the health benefits and are high value consumers
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- Figure 55: Attitude Toward Juice and Juice Drinks: Chinese Canadians vs overall population, August, 2014
- There is opportunity to move Chinese Canadians up the consumption ladder
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- Figure 56: Juice and juice drink consumption in the Past Three Months: Chinese Canadians vs overall population, August, 2014
- The consumptions opportunities are tied to health benefits
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- Figure 57: Repertoire of Juice and juice drink consumption in the past 3 months, Chinese Canadians against overall population, August 2014
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- Figure 58: Reasons For Consumption of Juice and juice drinks: Chinese Canadians vs overall population, August 2014
- Build on brand trust through transparency of production and ingredient sourcing
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- Figure 59: Purchase motivators for juice and juice drinks: Chinese Canadians vs overall population, August 2014
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- Figure 60: Purchase Barriers for juice and juice drinks: Chinese Canadians against overall population, August 2014
The Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 61: Target groups for juices, August 2014
- Uninvolved (29%)
- The Skeptics (23%)
- Juice for Health (26%)
- Juice Enthusiasts (22%)
Appendix – Social Media for Juice and Juice Drink Brands
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- Brand usage or awareness
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- Figure 62: Brand usage or awareness, August 2014
- Figure 63: Tropicana usage or awareness, by demographics, August 2014
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- Figure 64: Minute maid usage or awareness, by demographics, August 2014
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- Figure 65: Oasis usage or awareness, by demographics, August 2014
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- Figure 66: SunRype usage or awareness, by demographics, August 2014
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- Figure 67: Simply Orange usage or awareness, by demographics, August 2014
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- Figure 68: Ocean Spray usage or awareness, by demographics, August 2014
- Activities done
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- Figure 69: Activities done, August 2014
- Figure 70: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for Tropicana, by demographics, August 2014
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- Figure 71: Agreement with statement ‘I have contacted/interacted with the brand online on social media to…’ for Tropicana, by demographics, August 2014
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- Figure 72: Agreement with statement ‘I follow/like the brand on social media because….’ for Tropicana, by demographics, August 2014
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- Figure 73: Agreement with statement ‘I have researched the brand on social media to…’ for Tropicana, by demographics, August 2014
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- Figure 74: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for Minute Maid, by demographics, August 2014
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- Figure 75: Agreement with statement ‘I have contacted/interacted with the brand online on social media to…’ for Minute Maid, by demographics, August 2014
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- Figure 76: Agreement with statement ‘I have researched the brand on social media to…’ for Minute Maid, by demographics, August 2014
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- Figure 77: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for Oasis, by demographics, August 2014
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- Figure 78: Agreement with statement ‘I have researched the brand on social media to…’ for Oasis, by demographics, August 2014
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- Figure 79: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for SunRype, by demographics, August 2014
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- Figure 80: Agreement with statement ‘I have researched the brand on social media to…’ for SunRype, by demographics, August 2014
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- Figure 81: Agreement with statement ‘I have researched the brand on social media to…’ for Simply Orange, by demographics, August 2014
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- Figure 82: Agreement with statement ‘I have researched the brand on social media to…’ for Ocean Spray, by demographics, August 2014
Appendix – The Consumer – Juice Consumption
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- Figure 83: Juice and drinks usage in the past 3 months, August 2014
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- Figure 84: Juice and drinks usage in the past 3 months – Juice drinks, by demographics, August 2014
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- Figure 85: Juice and drinks usage in the past 3 months – Fruit smoothies, by demographics, August 2014
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- Figure 86: Juice and drinks usage in the past 3 months – Chilled carton/bottle juice, by demographics, August 2014
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- Figure 87: Juice and drinks usage in the past 3 months – Non-refrigerated, by demographics, August 2014
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- Figure 88: Juice and drinks usage in the past 3 months – Frozen fruit juice/drinks, by demographics, August 2014
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- Figure 89: Juice and drinks usage in the past 3 months – Portable bottle/juice box, by demographics, August 2014
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- Figure 90: Juice and drinks usage in the past 3 months – Vegetable juice, by demographics, August 2014
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- Figure 91: Juice and drinks usage in the past 3 months – Powdered juice drinks, by demographics, August 2014
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- Figure 92: Juice and drinks usage in the past 3 months – Chilled carton/bottle smoothies, by demographics, August 2014
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- Figure 93: Juice and drinks usage in the past 3 months – Juice mixers, by demographics, August 2014
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- Figure 94: Juice and drinks usage in the past 3 months – Squash cordial, by demographics, August 2014
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- Figure 95: Juice and drinks usage in the past 3 months – Portable smoothie bottles, by demographics, August 2014
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- Figure 96: Juice and drinks usage in the past 3 months – Any other fruit juice/juice drink/smoothie, by demographics, August 2014
- Repertoire analysis
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- Figure 97: Repertoire of juice and drinks usage in the past 3 months, August 2014
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- Figure 98: Repertoire of juice and drinks usage in the past 3 months, by demographics, August 2014
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- Figure 99: Juice and drinks usage in the past 3 months, by repertoire of juice and drinks usage in the past 3 months, August 2014
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Appendix – The Consumer – Occasions for Consumption
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- Figure 100: Consumption occasions, August 2014
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- Figure 101: Most popular consumption occasions, by demographics, August 2014
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- Figure 102: Next most popular consumption occasions, by demographics, August 2014
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- Figure 103: Other consumption occasions, by demographics, August 2014
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Appendix – The Consumer – Purchase Drivers
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- Figure 104: Purchase motivators, August 2014
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- Figure 105: Most popular purchase motivators – Any rank, by demographics, August 2014
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- Figure 106: Next most popular purchase motivators – Any rank, by demographics, August 2014
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- Figure 107: Most popular purchase motivators – Rank 1, by demographics, August 2014
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- Figure 108: Next most popular purchase motivators – Any rank, by demographics, August 2014
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Appendix – The Consumer – Barriers to Consumption
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- Figure 109: Purchase barriers, August 2014
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- Figure 110: Most popular purchase barriers, by demographics, August 2014
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- Figure 111: Next most popular purchase barriers, by demographics, August 2014
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Appendix – The Consumer – Attitudes Towards Juices
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- Figure 112: Attitudes towards fruit juice, juice drinks and smoothies, August 2014
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- Figure 113: Agreement with the statements ‘I prefer single-flavouredfruit juices/juice drinks rather than multi-flavour ones’ and ‘It is worth paying more for exotic flavours of fruit juices/juice drinks’, by demographics, August 2014
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- Figure 114: Agreement with the statements ‘I understand the difference between concentrate and non-concentrate juice drinks’ and ‘I am interested in appliances which enable me to make my own juices at home’, by demographics, August 2014
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- Figure 115: Agreement with the statements ‘There should be more information about how fruit juices/juice drinks are made’ and ‘Fruit juice/juice drinks are a good way to reach my daily recommended amount of fruit and vegetables’, by demographics, August 2014
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- Figure 116: Agreement with the statements ‘Diluting fruit juice/juice drinks with water improves the taste’ and ‘There should be more information about sweeteners in juice drinks’, by demographics, August 2014
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- Figure 117: Agreement with the statements ‘Reduced-sugar juice varieties do not taste as good as regular’ and ‘I like to check the ingredients on the packaging of fruit juice/juice drinks’, by demographics, August 2014
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- Figure 118: Agreement with the statements ‘Health benefit claims of fruit juice/juice drink brands are trustworthy’ and ‘Smoothies are good value for money’, by demographics, August 2014
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Appendix – The Consumer – Juice and Chinese Canadians
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- Figure 119: Selected demographics, by total population against Chinese Canadians, August 2014
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Appendix – The Consumer – Target Groups
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- Figure 120: Target groups, August 2014
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- Figure 121: Target groups, by demographics, August 2014
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- Figure 122: Juice and drinks usage in the past 3 months, by target groups, August 2014
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- Figure 123: Consumption occasions, by target groups, August 2014
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- Figure 124: Purchase motivators, by target groups, August 2014
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- Figure 125: Purchase barriers, by target groups, August 2014
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- Figure 126: Attitudes towards fruit juice, juice drinks and smoothies, by target groups, August 2014
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