Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- The issues
- Category sales stay flat in 2015; 4% growth 2010-15
-
- Figure 1: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2010-20
- Juice drinks and 100% juice lose share to smoothies
-
- Figure 2: Segment share of total US retail sales of juice, juice drinks, and smoothies, 2010-20
- Indulgent kid-focused drinks see declines
- The opportunities
- A move away from shelf stable may boost juice drink/smoothie appeal
-
- Figure 3: Share of segment sales, by storage, 2010-15
- Clean label claims see strong growth
-
- Figure 4: Smoothie launches, by top 10 leading claims, 2010-15*
- Occasion-specific smoothie positioning may be in order
-
- Figure 5: Share of smoothie launches, by top 10 flavors, 2010-15*
- What it means
The Market – What You Need to Know
-
- Category sales stay flat in 2015; 4% growth 2010-15
- Smoothie sales grow 120% 2010-15
- Move away from shelf stable may be boosting juice drink/smoothie appeal
- Juice/juice drink consumption on the decline
- Retail smoothies compete with foodservice and homemade
Market Size and Forecast
-
- Category sales stay flat in 2015; grow 4% overall 2010-15
-
- Figure 6: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2010-20
Market Breakdown
-
- Juice drinks and 100% juice lose share to smoothies
-
- Figure 7: Segment share of total US retail sales and forecast of juice, juice drinks, and smoothies, 2010-20
- Smoothie sales grow 120% 2010-15
-
- Figure 8: Total US retail sales and forecast of juice, juice drinks, and smoothies, by segment, at current prices, 2010-20
- A move away from shelf stable may boost juice drink/smoothie appeal
-
- Figure 9: Share of segment sales, by storage, 2010-15
- Convenience stores and natural channels see strong category growth
-
- Figure 10: Total US retail sales and forecast of juice, juice drinks, and smoothies, by channel, at current prices, 2010-15
Market Perspective
-
- Juice/juice drink consumption on the decline
-
- Figure 11: Household consumption of juice/juice drinks, by type, 2011-2015
- A range of non-alcoholic beverage categories experienced year-over-year growth in consumption
-
- Figure 12: Any consumption in the past three months, by drink type, June 2014 and June 2015
- Nutritional drinks see strong growth
-
- Figure 13: Statements related to smoothies -- Meal, September 2015
- Retail smoothies compete with foodservice and homemade
-
- Figure 14: Smoothie purchase location (nets*), September 2015
Market Factors
-
- 2015 dietary guidelines link lack of vitamins/minerals to a rise in chronic diseases in the US
- A healthy diet is seen as better than supplements for vitamin intake
-
- Figure 15: Select attitudes toward vitamins, minerals, and supplements – any agree*, June 2015
- Overweight/obesity rates remain an issue
-
- Figure 16: National percent of adults aged 18+ who are obese or overweight, 2011-13
- Figure 17: National percent of students in grades 9-12 who are obese or overweight, 2001-13
- Snack habits can help drive category growth
-
- Figure 18: Daily snacking frequency, January 2015
- Households with children are important to the category, but wider appeal should be sought
-
- Figure 19: Households, by presence of own children, 2003-13
Key Players – What You Need to Know
-
- Top three companies lose slight share, Coca-Cola stays on top
- Clean label claims see growth
- Indulgent kid-focused drinks see declines
- Vegetable/savory flavors may broaden consumption occasion
Manufacturer Sales of Juice, Juice Drinks and Smoothies
-
- Top three companies lose slight share, Coca-Cola stays on top
-
- Figure 20: Share of sales of juice, juice drinks and smoothies, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
-
- Clean label claims see strong growth
-
- Figure 21: Smoothie launches, by top 10 leading claims, 2010-15*
-
- Figure 22: MULO sales of juice drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Pepsico makes up half of smoothie sales and growing
-
- Figure 23: MULO sales of smoothies, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Coconut water continues to perform well
-
- Figure 24: MULO sales of 100% juice, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Stevia sees strong growth as juice drinks sweetener in natural channels
-
- Figure 25: Share of natural supermarket sales of juice/juice drinks, by type of sweetener, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Probiotic claims on the rise
-
- Figure 26: Share of natural supermarket sales of juice/juice drinks, by prebiotic and probiotic content, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Vegetable flavors up in 100% juice
-
- Figure 27: Share of 100% juice launches, by top 10 flavors, 2010-15*
What’s Struggling?
-
- Indulgent kid-focused drinks see declines
- Shelf-stable launches down
-
- Figure 28: Share of 100% juice, juice drink and smoothie launches, by storage type, 2010-15*
- Natural claims down in 100% juice
-
- Figure 29: Share of 100% juice launches, by top 10 claims, 2010-15*
- Traditional flavors lose share in natural channels
-
- Figure 30: Natural supermarket sales of juice/juice drinks, by flavor, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
What’s Next?
-
- Occasion-specific smoothie positioning
-
- Figure 31: Share of smoothie launches, by top 10 flavors, 2010-15*
- Savory flavors may appeal for lunch/dinner
- International flavors and formats
- Alcohol positioning can boost adult feel
The Consumer – What You Need to Know
-
- 100% juice leads consumption
- Breakfast rules consumption occasion; opportunity for snack positioning/breakfast smoothies
- A quarter of smoothie drinkers are interested in chunky mix-ins
- Category may represent convenient health for parents
Consumption Occasion
-
- 100% juice leads as part of breakfast; opportunity for snack positioning
-
- Figure 32: Select juice, juice drink, smoothie consumption occasions, September 2015
- Millennials appear as a target across 100% juice occasions
-
- Figure 33: Select 100% juice consumption occasions, by generation groups, September 2015
- iGens look to juice drinks as snacks
-
- Figure 34: Select juice drink consumption occasions, by generation groups, September 2015
- Opportunity exists for stronger smoothie breakfast positioning
-
- Figure 35: Select smoothie consumption occasions, by generation groups, September 2015
- Hispanics view 100% juice as versatile
-
- Figure 36: Select juice, juice drink, smoothie consumption occasions, by Hispanic, September 2015
Smoothie Format
-
- Single-serving smoothies are most popular
-
- Figure 37: Smoothie statements – Format, September 2015
- Single-serving smoothies may appear as an affordable option
-
- Figure 38: Smoothie statements – Format, by household income September 2015
- Hispanics are more likely than average to drink shelf-stable smoothies
-
- Figure 39: Smoothie statements – Format, by Hispanic origin, September 2015
- Multi-serving smoothies popular for breakfast drinkers
-
- Figure 40: Smoothie statements – Format, by consumption occasion, September 2015
Opinions toward Juice, Juice Drinks, and Smoothies
-
- Juice drinks and shelf-stable smoothies suffer from poor health perceptions
-
- Figure 41: Correspondence Analysis – Opinions toward juice, juice drinks and smoothies, September 2015
-
- Figure 42: Opinions toward juice, juice drinks and smoothies, September 2015
- Smoothies should aim at convenience positioning to target Millennials
-
- Figure 43: Millennial opinions toward juice, juice drinks, and smoothies, September 2015
Smoothie Purchase Location
-
- Mass leads retail purchase location
-
- Figure 44: Smoothie purchase location, September 2015
- Millennials less likely to make smoothies at home
-
- Figure 45: Smoothie purchase location, by generation group, September 2015
- Hispanics less likely to purchase smoothies at foodservice
-
- Figure 46: Smoothie purchase location, by Hispanic origin, September 2015
- Breakfast drinkers make smoothies at home; foodservice is for snacking
-
- Figure 47: Smoothie purchase location, by consumption occasion, September 2015
Ideal Smoothie
-
- Strawberries lead smoothie ingredients of interest
-
- Figure 48: Ideal smoothie*, September 2015
- More vegetables show up in Millennial smoothies, but so do indulgent mix-ins
-
- Figure 49: Ideal smoothie* - Millennials, September 2015
- Functional benefits, such as high protein, important among Hispanics
-
- Figure 50: Ideal smoothie* - Hispanics, September 2015
- Interest in function appears among consumers building healthy smoothies
-
- Figure 51: Ideal smoothie* - Healthy smoothie, September 2015
- Fruit of interest even among indulgent smoothie seekers
-
- Figure 52: Ideal smoothie* - Indulgent smoothie, September 2015
- Functionality desired for breakfast smoothies
-
- Figure 53: Ideal smoothie* - breakfast smoothie, September 2015
Smoothie Innovation of Interest
-
- A quarter of smoothie drinkers interested in chunky mix-ins
-
- Figure 54: Statements related to smoothies – Innovation of interest, September 2015
- International flavors may appeal to Millennial smoothie drinkers
-
- Figure 55: Statements related to smoothies – Innovation of interest, by generation, September 2015
- Chunky smoothies appeal for breakfast
-
- Figure 56: Statements related to smoothies – Innovation of interest, by consumption occasion, September 2015
Custom Consumer Group: Households with Children
-
- Parents significantly more likely than average to drink juice drinks and smoothies
-
- Figure 57: Juice, juice drink, smoothie consumption, by households with children, September 2015
- Category may represent convenient health for parents
-
- Figure 58: Parent opinions toward juice, juice drinks, and smoothies, September 2015
- Focus on convenience seen in parental smoothie purchase habits
-
- Figure 59: Smoothie purchase location, by households with children, September 2015
- Vitamin/mineral delivery may appeal to parents
-
- Figure 60: Ideal smoothie* -- For giving to a child, September 2015
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Correspondence map methodology
- CHAID methodology
- Abbreviations and terms
- Abbreviations
Appendix – The Market
-
-
- Figure 61: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2010-20
- Figure 62: Total US retail sales and forecast of juice, juice drinks, and smoothies, at inflation-adjusted prices, 2010-20
- Figure 63: Total US retail sales and forecast of 100% juice, at current prices, 2010-20
- Figure 64: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2010-20
-
- Figure 65: Total US retail sales and forecast of juice drinks, at current prices, 2010-20
- Figure 66: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2010-20
- Figure 67: Total US retail sales and forecast of smoothies, at current prices, 2010-20
- Figure 68: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2010-20
-
- Figure 69: Sales of 100% juice, by storage, at current prices, 2010-20
- Figure 70: Sales of 100% juice, by format, at current prices, 2010-20
- Figure 71: Sales of juice drinks, by storage, at current prices, 2010-20
- Figure 72: Sales of juice drinks, by format, at current prices, 2010-20
-
- Figure 73: Sales of smoothies, by storage, at current prices, 2010-20
- Figure 74: US supermarket sales of juice, juice drinks, and smoothies, at current prices, 2010-15
- Figure 75: US convenience store sales of juice, juice drinks, and smoothies, at current prices, 2010-15
- Figure 76: US sales of juice, juice drinks, and smoothies through other retail channels, at current prices, 2010-15
-
- Figure 77: Household consumption of juice/juice drinks, by type, 2011-2015
- Figure 78: Natural supermarket sales of juice/juice drinks, at current prices, rolling 52 weeks September 2013-September 2015
-
- Figure 79: Natural supermarket sales of juice/juice drinks, by form, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 80: Natural supermarket sales of juice/juice drinks, by brand positioning, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
-
- Figure 81: Natural supermarket sales of juice/juice drinks, by packaging, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 82: Any consumption in the past three months, by drink type, June 2014 and June 2015
-
Appendix – Key Players
-
-
- Figure 83: Natural supermarket sales of juice/juice drinks, by type of sweetener, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 84: Natural supermarket sales of juice/juice drinks, by organic content, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
-
- Figure 85: Natural supermarket sales of juice/juice drinks, by prebiotic and probiotic content, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 86: Natural supermarket sales of juice/juice drinks, by flavor, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
-
- Figure 87: sales of juice, juice drinks and smoothies, by leading companies, rolling 52 weeks 2014 and 2015
- Figure 88: Share of 100% juice, juice drink and smoothie launches, by storage type, 2010-15*
-
- Figure 89: Share of smoothie launches, by top 10 claims, 2010-15*
- Figure 90: Share of 100% juice launches, by top 10 claims, 2010-15*
-
- Figure 91: Share of juice drink launches, by top 10 claims, 2010-15*
- Figure 92: Share of juice drink launches, by top 10 flavors, 2010-15*
-
- Figure 93: Share of smoothie launches, by top 10 flavors, 2010-15*
- Figure 94: Share of 100% juice launches, by top 10 flavors, 2010-15*
-
Back to top