Table of Contents
Executive Summary
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- The issues
- Juice sales continue to soften at retail
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- Figure 1: Retail Canadian volume sales and forecast of pure juice, juice drinks and nectars market, 2011-15
- Sugar remains barrier to consumption
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- Figure 2: Attitudes towards juice around sugar, September 2016
- Aging population proves a challenge for the juice category
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- Figure 3: Juice usage, over-65s vs overall population, September 2016
- The opportunities
- Cold-pressed represents a fledgling opportunity to bolster juice’s health bona fides
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- Figure 4: Interest in cold-pressed juice, by gender and age group, September 2016
- Expanding beyond breakfast can bolster penetration
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- Figure 5: Percentage of consumers who agree “smoothies make for a good meal replacement”, by age, September 2016
- New flavours and format infuse excitement into category
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- Figure 6: Interest in juice with internationally-inspired flavours, by age, September 2016
- What it means
The Market – What You Need to Know
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- Long-term category softness expected to continue
- Focus on health and weight management to continue
- Canada’s aging population represents a challenge for the juice category
Market Size and Forecast
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- Long-term market softness expected to continue
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- Figure 7: Retail Canadian value sales and forecast of pure juice, juice drinks and nectars market, at current prices, 2011-21
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- Figure 8: Retail Canadian volume sales and forecast of pure juice, juice drinks and nectars market, at current prices, 2011-21
- Figure 9: Retail Canadian sales and forecast of pure juice, juice drinks and nectars market, at current prices, 2011-21
Market Factors
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- Focus on health and weight management to continue
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- Figure 10: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
- Canadians are increasingly time-pressed
- Canada’s aging population represents challenge for juice industry
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- Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Key Players – What You Need to Know
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- All-natural positioning resonates with Canadian juice consumers
- Cold-pressed juice represents an opportunity to meet demand for natural and healthful offerings
- Juice category challenged by concern around sugar
What’s Hot?
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- All-natural positioning resonates with Canadian juice consumers
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- Figure 12: Ceres 100% Guava and Litchi Juice (Canada), September 2016
- Consumers’ thirst for smoothies continues
What’s Not?
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- Juice category challenged by concern around sugar
- Aging population fans headwinds for juice category
What’s Next?
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- Cold-pressed juice represents an opportunity to meet demand for natural and healthful offerings
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- Figure 13: Top flavour components in cold-pressed juice, 2016 YTD (November)
- Opportunity to leverage superfoods to boost functionality
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- Figure 14: Green Panda Superfood Chia Drink with Apple & Elder (Austria), November 2016
- Figure 15: Sambazon Acai Berry, Kale + Ginger Superfood Smoothie (USA), July 2016
- Figure 16: Columbia Gorge Organic Vitatrition VitaSea Superfoods Sea Algae Fruit Puree & Juice Blend (USA), January 2016
- Figure 17: Raw Pressery Lean Cold-pressed Spirulina, Kiwi, Kale, Cucumber, Green Apple and Mint Juice (India), January 2016
- Expanding flavour selection is a means to connect with younger consumers
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- Figure 18: Top growing juice flavour components globally, 2015 vs 2014
The Consumer – What You Need to Know
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- Sugar in juice a concern for a third of consumers
- Young men are core juice drinkers
- Young women most likely to turn to smoothies as meal replacements
- A quarter of Canadians cite interest in cold-pressed juice
Barriers to Juice Consumption
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- Sugar in juice a concern for a third of consumers
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- Figure 19: Attitudes towards juice, by gender, September 2016
- A quarter of consumers don’t trust all-natural claims on juice
- Price is a deterrent for a minority of consumers
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- Figure 20: Low price as a factor when choosing one juice over another, September 2016
- Figure 21: Juice unit value in local currency, 2010-15
- A third of parents concerned about serving juice to kids
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- Figure 22: Welch’s Premium Juice Ice Bars, (Canada), August 2015
Juice Consumption Behaviour
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- Chilled carton/bottle juice is the most popular format
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- Figure 23: Juice formats at any occasion, September 2016
- Young men are core juice drinkers
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- Figure 24: Chilled carton/bottled juice consumption, by age, September 2016
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- Figure 25: Juice formats at any occasion, by gender, September 2016
- Opportunity exists for flavour expansion among Canadians
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- Figure 26: Top juice flavours (any rank), September 2016
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- Figure 27: Top juice flavours have not drunk but interested in trying, September 2016
- Juice is most commonly consumed at breakfast
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- Figure 28: Lidl Solevita Relaxing Juice with Melatonin (Spain), August 2016
- Figure 29: Format of juice consumed, by daypart, September 2016
What Matters to Canadians When Choosing Juices
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- Young women most likely to turn to smoothies to replace meals
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- Figure 30: Percentage of consumers who agree smoothies make a good meal replacement, September 2016
- Winning against health and functionality
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- Figure 31: Factors that are important when choosing juice, September 2016
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- Figure 32: Welch’s Blueberry Cherry Smoothie Kit (Canada), January 2015
- Figure 33: Welch’s Fruit and Veggie Green Supreme Smoothie Kit (Canada), January 2015
- A quarter of Canadians cite interest in cold-pressed juice
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- Figure 34: Interest in drinking gold-pressed juice, by gender and age, September 2016
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- Figure 35: Bolthouse Farms 1915 apple, romaine, cucumber, spinach, kale, lemon 100% fruit & vegetable juice blend (Canada), July 2016 & The Pulp & Press Juice Co. Hulk Cold-pressed Fruit & vegetable Juice, November 2016
- Opportunity for juice to leverage tea’s health bona fides
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- Figure 36: Purity Organic Brewed Mate Tea with Grapefruit and Ginger and Brewed Guayusa Tea with Pomegranate and Peach (USA), November 2016
- A fifth of Canadian adults are interested in ‘adult’ juice pre-mixes
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- Figure 37: Interest in pre-mixed juices with alcohol, by age and gender, September 2016
Consumer Groups
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- Juice usage higher among parents
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- Figure 38: Juice usage by format, parents vs non-parents, September 2016
- Chinese Canadians show lower demand for low sugar options
- Juice sales challenged on both sides of the border
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- Figure 39: Retail market size, volume – Canada vs US, 2011-15
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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