Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Market loses a tenth of its volume over 2011-16, price rises prop up value
- Value increase forecast for the market over 2016-21
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- Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2011-21
- Fall in sales of fruit juice continues
- Continued growth expected for juice drinks
- Smoothie section sees growth, premium variants gain visibility
- Sugar concerns are a key driver for change for fruit juice and juice drinks
- Weakening Pound pushing up import prices, rise in incomes to end
- Companies and brands
- Copella and Naked Juice buck the downward trend in fruit juice
- Ribena returns to growth while main competitors lose sales in juice drinks
- Innocent retains lead in smoothies
- Low sugar claims rise in NPD in 2015
- New launches look to smaller portions and vegetables
- Adspend raised as sugar gains attention
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- Figure 2: New product launches in the fruit juice, juice drinks and smoothie market with no additives/preservatives and low/no/reduced sugar claims, 2012-16
- Ads focus on leading brands’ health credentials
- Tropicana enjoys a high quality image, Innocent excels on innovation
- The consumer
- High usage signals enduring appeal of fruit juice, juice drink and smoothies
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- Figure 3: Fruit juice, juice drinks and smoothies usage, September 2016
- Cold-pressed and reduced sugar varieties still niche
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- Figure 4: Types of fruit juice, juice drinks and smoothies drunk, September 2016
- Demand for clearer labelling of sugar and artificial sweeteners
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- Figure 5: Attitudes towards fruit juice, juice drinks and smoothies, September 2016
- Half see smaller servings as offering nutrients without too much sugar
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- Figure 6: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2016
- All-British ingredients appeal to one in three, high protein to one in four
- Chilled fruit juice leads on taste and refreshment
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- Figure 7: Qualities associated with fruit juice, juice drinks and smoothies, Correspondence Analysis, September 2016
- What we think
Issues and Insights
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- High demand for transparency on sugar and sweeteners
- The facts
- The implications
- Supporting portion control can help keep juice on the menu
- The facts
- The implications
- High openness to smoothies as a meal replacement
- The facts
- The implications
The Market – What You Need to Know
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- Market loses a tenth of its volume over 2011-16; price rises prop up value
- Value increase forecast for the market over 2016-21
- Fall in sales of fruit juice continues
- Continued growth expected for juice drinks
- Smoothie section sees growth, premium variants gain visibility
- Sugar concerns are a key driver for change for fruit juice and juice drinks
- Weakening Pound pushing up import prices, rise in real incomes to end
Market Size and Forecast
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- Market loses a tenth of its volume over 2011-16; price rises prop up value
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- Figure 8: UK value and volume sales of fruit juice, juice drinks and smoothies, 2011-21
- Value increase forecast for the market over 2016-21
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- Figure 9: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2011-21
- Figure 10: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
- Methodology
- Trajectory of spend in previous slowdowns
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- Figure 11: Alternative market scenarios for the fruit juice, juice drinks and smoothies market, at current prices, 2016-21
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- Figure 12: Detailed Post-Brexit scenarios for the fruit juice, juice drinks and smoothies market, at current prices, 2016-21
- Little immediate reaction among consumers
- Consumers are already shopping savvy
Market Segmentation
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- Fall in sales of fruit juice continues
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- Figure 13: UK value and volume sales fruit juice, 2011-21
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- Figure 14: Forecast of UK sales of fruit juice, by value, 2011-21
- Continued growth expected for juice drinks
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- Figure 15: Forecast of UK sales of juice drinks, by value, 2011-21
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- Figure 16: Forecast of UK sales of juice drinks, by value, 2011-21
- Smoothie segment sees growth, premium variants gain visibility
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- Figure 17: UK value and volume sales of smoothies, 2011-21
- Figure 18: Forecast of UK sales of smoothies, by value, 2011-21
Market Drivers
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- Sugar is a key driver for change in the juice drinks industry
- Sugar tax
- Consumer confusion about sugar
- Freshly made could pose a threat to the smoothie market
- Brexit – falling value of the Pound pushing up import prices
- Rise in real consumer incomes expected to end
- Rise in the number of children could provide a boost
- Ageing population could add further pressure to the category
Companies and Brands – What You Need to Know
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- Copella and Naked Juice buck the downward trend in fruit juice
- Ribena returns to growth while main competitors lose sales in juice drinks
- Innocent retains lead in smoothies
- Low sugar claims rise in NPD in 2015
- New launches look to smaller portions and vegetables
- Adspend raised as sugar gains attention
- Ads focus on leading brands’ health credentials
- Tropicana enjoys a high quality image, Innocent excels on innovation
Market Share
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- Copella and Naked Juice buck the downward trend in fruit juice
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- Figure 19: UK retail sales of leading brands in the fruit juice market, by value and volume, 2014/15 and 2015/16
- Ribena returns to growth while main competitors lose sales in juice drinks
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- Figure 20: UK retail sales of leading brands in the juice drinks market, by value and volume, 2014/15 and 2015/16
- Innocent still dominates smoothies, but niche brands gain foothold
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- Figure 21: UK retail sales of leading brands in the smoothie market, by value and volume, 2014/15 and 2015/16
Launch Activity and Innovation
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- New product launches set to continue
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- Figure 22: New product launches in the UK soft drinks market, by category, 2012-16
- Figure 23: New product launches in the fruit juice, juice drinks and smoothies market, by leading companies (sorted by 2016), 2012-16
- Clearer labelling for Innocent
- Waitrose launches premium own-brand
- Low sugar claims rise in 2015
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- Figure 24: New product launches in the fruit juice, juice drinks and smoothie market with no additives/preservatives and low/no/reduced sugar claims, 2012-16
- Tesco cuts sugar across the board
- Princes launch no added sugar refresher range
- Companies look to smaller portions
- Tesco shrinks smoothie portions
- Tropicana Little Glass campaign leads to Little Bottles
- Ribena launches Minis range
- Consumers encouraged to drink “roots” and greens
- Functional smoothies from Naked Juice hit the market
- Coldpress hope ‘new generation’ juices will appeal to the health-conscious
- Roots Collective launch ‘Blends’ into the UK market
- Watermelon juice aims to be the ‘new coconut water’
Advertising and Marketing Activity
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- Advertisers increase spending in wake of sugar attention
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- Figure 25: Total above-the line, online display and direct mail advertising expenditure on fruit juices, juice drinks and smoothies, 2012-16
- PepsiCo leads spend on Tropicana range
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five brands, 2012-16
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- Figure 27: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five brands, 2012-16
- Ribena pushes Light variant with pop-up “Colouring Café”
- Britvic used innovative advertising for limited edition J2O
- Innocent focuses on Super Smoothies
- Fruit Shoot focuses on sugar-free credentials
- Coca-Cola spends big on Capri-Sun
- Vita Coco encouraging people to stay hydrated
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 28: Attitudes towards and usage of selected brands, September 2016
- Key brand metrics
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- Figure 29: Key metrics for selected brands, September 2016
- Brand attitudes: Ribena is the most trusted brand with a good reputation
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- Figure 30: Attitudes, by brand, September 2016
- Brand personality: Innocent considered to be the most ethical brand
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- Figure 31: Brand personality – macro image, September 2016
- Tropicana is strong on delicious flavour but falls short on being creative
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- Figure 32: Brand personality – micro image, September 2016
- Brand analysis
- Tropicana widely seen to offer consistently high quality
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- Figure 33: User profile of Tropicana, September 2016
- Innocent has a lead in perceptions of vibrancy and creativeness
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- Figure 34: User profile of Innocent, September 2016
- Ribena has the best reputation with a strong traditional image
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- Figure 35: User profile of Ribena, September 2016
- Vita Coco enjoys a strong image as unique
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- Figure 36: User profile of Vita Coco, September 2016
- Oasis chases Vita Coco on cool stakes despite lacking in excitement
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- Figure 37: User profile of Oasis, September 2016
- Capri-Sun considered tired and boring compared to rivals
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- Figure 38: User profile of Capri-Sun, September 2016
- Robinsons Fruit Shoot is seen widely as fun
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- Figure 39: User profile of Robinsons Fruit Shoot, September 2016
The Consumer – What You Need to Know
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- High usage signals enduring appeal of fruit juice, juice drink and smoothies
- Cold-pressed and reduced sugar varieties still niche
- Demand for clearer labelling of sugar and artificial sweeteners
- Half see smaller servings as offering nutrients without too much sugar
- All-British ingredients appeal to one in three, high protein to one in four
- Chilled fruit juice leads on taste and refreshment
Usage of Fruit Juice, Juice Drinks and Smoothies
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- Drunk by nearly three quarters; fruit juice is the most popular segment
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- Figure 40: Usage of fruit juice, juice drinks and smoothies, September 2016
- Over half drink juice drinks despite sugar concerns
- Infrequent usage of smoothies presents a challenge to the market
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- Figure 41: Frequency of drinking fruit juice, juice drinks and smoothies, September 2016
- Fruit juice from concentrate continues to be the most popular format
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- Figure 42: Types of fruit juice, juice drinks and smoothies drunk, September 2016
- Cold-pressed varieties drunk by a minority
- A fifth drink reduced sugar juice drinks
- Around a quarter have drunk freshly made juice or smoothies
- Freshly made by consumers
- Freshly made in front of customers
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- Figure 43: Usage of drinking fruit juice, juice drinks and smoothies freshly made by or in front of consumers, September 2016
Attitudes towards Fruit Juices, Juice Drinks and Smoothies
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- Demand for clearer labelling of sugar and artificial sweeteners
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- Figure 44: Attitudes towards fruit juice, juice drinks and smoothies, September 2016
- Half see smaller servings offering the nutrients without the sugar
- Functional juices and smoothies could be a selling point
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- Figure 45: New product launches in the fruit juice, juice drinks and smoothies market carrying a functional health claim, November 2016
- Smoothies would appeal as a meal replacement to parents of under-18s
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- Figure 46: Fruit juice, juice drinks and smoothies – CHAID – Tree output, September 2016
Fruit Juice, Juice Drink and Smoothie Enticements
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- All-British ingredients spark the most interest
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- Figure 47: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2016
- Focus on ‘wonky’ fruit and veg could support the category
- High protein additions could appeal to fruit juice and smoothie drinkers
Perception of Fruit Juice, Juice Drinks and Smoothies
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- Chilled fruit juice is deemed the tastiest and most refreshing drink
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- Figure 48: Qualities associated with fruit juice, juice drinks and smoothies, Correspondence Analysis, September 2016
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- Figure 49: Qualities associated with fruit juice, juice drinks and smoothies, September 2016
- Ambient fruit juice seen as good value for money
- Vegetable blend chilled juice most nutritious
- Juice drinks seen to be processed and high in sugar
- Coconut water perceived to be the most boring
- Methodology
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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- Figure 50: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by value, 2016-21
- Figure 51: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by volume, 2016-21
- Figure 52: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2011-21
- Figure 53: Best- and worst-case forecasts for the UK fruit juice market, by value, 2016-21
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- Figure 54: Best- and worst-case forecasts for the UK fruit juice market, by volume, 2016-21
- Figure 55: Forecast of UK sales of fruit juice, by volume, 2011-21
- Figure 56: Best- and worst-case forecasts for the UK juice drinks market, by value, 2016-21
- Figure 57: Best- and worst-case forecasts for the UK juice drinks market, by volume, 2016-21
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- Figure 58: Forecast of UK sales of juice drinks, by volume, 2011-21
- Figure 59: Best- and worst-case forecasts for the UK smoothies market. by value, 2016-21
- Figure 60: Best- and worst-case forecasts for the UK smoothies market, by volume, 2016-21
- Figure 61: Forecast of UK sales of smoothies, by volume, 2011-21
Appendix – Market Share
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- Figure 62: UK retail sales of leading manufacturers in the fruit juice drinks market, by value and volume, 2014/15 and 2015/16
- Figure 63: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2014/15 and 2015/16
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- Figure 64: UK retail sales of leading manufacturers in the smoothie market, by value and volume, 2014/15 and 2015/16
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Appendix – Launch Activity and Innovation
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- Figure 65: New product launches in the Fruit Juice, Juice Drinks and Smoothies Market, by Top 10 Claims (sorted by 2015), 2012-16
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Appendix – Advertising and Marketing Activity
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- Figure 66: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five advertisers, 2012-16
- Figure 67: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five advertisers, 2012-16
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Appendix – Consumer
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- Figure 68: Interest in trying fruit juice, juice drinks and smoothies containing different ingredients, by Types of drinks drunk in the last three months, September 2016
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Appendix - CHAID analysis
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- Methodology
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- Figure 69: Fruit juice, juice drinks and smoothies – CHAID – Table output, September 2016
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