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 continues to lose volumes; rising prices prop up value sales
- Value sales expected to keep climbing over 2017-22
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- Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2012-22
- Falling volume sales continue for fruit juice
- Sales of juice drinks climb despite sugar woes
- Smoothies segment sees sharp growth in sales
- Healthy lifestyles are widespread
- Sugar Levy planned for 2018; spotlight to be brought back on sweeteners
- Companies and brands
- Naked Juice bucks the downward trend in fruit juice
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- Figure 2: Share of leading brands’ retail value sales in the UK fruit juice market, 2015/16 and 2016/17
- Strong own-label growth adds pressure to juice drink brands
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- Figure 3: Share of leading brands’ retail value sales in the UK juice drinks market, 2015/16 and 2016/17
- Niche smoothie brands enjoy double-digit growth
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- Figure 4: Share of leading brands’ retail value sales in the UK smoothies market, 2015/16 and 2016/17
- Functional claims flourish in the market
- Protein claims gain traction in the market
- 2017 sees sharp increase in adspend
- Innocent is the most heavily advertised brand
- Tropicana is the most highly recommended brand; Innocent is the most innovative
- The consumer
- Significant increase in usage of 100% fruit juices and smoothies
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- Figure 5: Fruit juice, juice drinks and smoothies usage, September 2016 and September 2017
- 16-24s are key users of fruit juice from concentrate
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- Figure 6: Types of fruit juice, juice drinks and smoothies drunk, September 2017
- Breakfast is the top occasion for drinking fruit juice
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- Figure 7: When fruit juice, juice drinks and smoothies are drunk, September 2017
- High openness to fruit juices, juice drinks and smoothies as alternatives to alcoholic drinks
- 18-24s drawn to better availability in pubs/restaurants
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- Figure 8: Factors to encourage drinking of fruit juice, juice drinks and smoothies as alternatives to alcoholic drinks, September 2017
- Artificial ingredients still a concern for consumers
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- Figure 9: Attitudes towards fruit juice, juice drinks and smoothies, September 2017
- Cutting back on consumption is the most likely reaction
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- Figure 10: Expected reactions to the Soft Drinks Sugar Levy on juice drink consumption, September 2017
- What we think
Issues and Insights
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- Concerns around sugar and artificial sweeteners continue to pose challenges to the juice drink industry
- The facts
- The implications
- A low-calorie proposition could boost the appeal of fruit juices, juice drinks and smoothies as alternatives to alcohol
- The facts
- The implications
- Added protein could strengthen smoothies as a breakfast option
- The facts
- The implications
The Market – What You Need to Know
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- Market continues to lose volumes; rising prices prop up value sales
- Value sales expected to keep climbing over 2017-22
- Falling volume sales continue for fruit juice
- Sales of juice drinks climb despite sugar woes
- Smoothies segment sees sharp growth in sales
- Healthy lifestyles are widespread
- Sugar Levy planned for 2018; spotlight to be brought back on sweeteners
Market Size and Forecast
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- Market continues to lose volume; rising prices prop up value sales
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- Figure 11: UK value and volume sales of fruit juice, juice drinks and smoothies, 2012-22
- Value sales expected to keep climbing
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- Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2012-22
- Figure 13: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2012-22
- Forecast methodology
Market Segmentation
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- Falling volume sales continue for fruit juice
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- Figure 14: Forecast of UK sales of fruit juice, by value and volume, 2012-22
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- Figure 15: Forecast of UK sales of fruit juice, by value, 2012-22
- Sales of juice drinks climb despite sugar woes
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- Figure 16: Forecast of UK sales of juice drinks, by value and volume, 2012-22
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- Figure 17: Forecast of UK sales of juice drinks, by value, 2017-22
- Sugar Levy expected to drive volumes down
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- Figure 18: Forecast of UK sales of juice drinks, by volume, 2012-22
- Steep growth for smoothies expected to continue
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- Figure 19: Forecast of UK sales of smoothies, by value and volume, 2012-22
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- Figure 20: Forecast of UK sales of smoothies, by value, 2012-22
Market Drivers
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- Healthy lifestyles are widespread
- Government steps up scrutiny of sugar
- Soft Drinks Sugar Levy planned for 2018
- Sweeteners to be brought back under the spotlight
- End of EU quotas expected to bring cheaper sugar
- Falling value of the Pound has pushed up import prices
- Bad weather pushed up the price of fruit juices
- Novel Foods Directive may open door for new fruits and shorter supply routes
- Growing population of children should prop up usage
Companies and Brands – What You Need to Know
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- Naked Juice bucks the downward trend in fruit juice
- Strong own-label growth adds pressure to juice drink brands
- Niche smoothie brands enjoy double-digit growth
- Functional claims flourish in the market
- Protein claims gain traction in the market
- 2017 sees sharp increase in adspend
- Innocent is the most heavily advertised brand
- Tropicana is the most highly recommended brand; Innocent is the most innovative
Market Share
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- Naked Juice bucks the downward trend in fruit juice
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- Figure 21: UK retail sales of leading brands in the fruit juice market, by value and volume, 2015/16 and 2016/17
- Strong own-label sales growth adds pressure to juice drink brands
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- Figure 22: UK retail sales of leading brands in the juice drinks market, by value and volume, 2015/16 and 2016/17
- Niche brands enjoy double-digit growth in thriving smoothies segment
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- Figure 23: UK retail sales of leading brands in the smoothies market, by value and volume, 2015/16 and 2016/17
Launch Activity and Innovation
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- Fruit juice, juice drinks and smoothie share of launch activity overtaken
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- Figure 24: New product launches in the UK soft drinks market, by category, 2013-17
- Retailers lead launch activity
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- Figure 25: New product launches in the UK fruit juice, juice drinks and smoothies market, by top companies, 2013-17
- Tropicana moves into the smoothies market with Morning Boost range
- L/N/R sugar launches continue to climb
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- Figure 26: New product launches in the UK fruit juice, juice drinks and smoothies market carrying an L/N/R sugar claim, 2013-17
- More activity in plant “waters”
- Functional claims flourish in the market
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- Figure 27: New product launches in the UK fruit juice, juice drink and smoothies market carrying a functional claim, 2013-17
- Protein claims gain traction in the market but remain niche
- Sour and exotic flavours inject excitement into the category
- Oasis looks to sour flavours
- Exotic fruits from Sunpride and Tropicana
- Robinsons and Sunny D NPD targets young adults
- NPD taps into seasonal celebrations
- Ribena redesigns its packaging
- Cold-pressed juices gain momentum
- Launch activity in coconut water soars
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- Figure 28: Share of new product launches in the UK fruit juice, juice drinks and smoothies market with coconut water, 2013-17
- Simplee Aloe pioneers aloe vera-infused coconut water
Advertising and Marketing Activity
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- 2017 sees sharp increase in adspend
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- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2013-17
- Britvic overtakes PepsiCo as the highest-spending advertiser
- Britvic’s Fruit Shoot launches ‘It’s My Thing’ campaign
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- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top spending advertisers, 2013-17
- Innocent is the most heavily advertised brand
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- Figure 31: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top brands, 2013-17
- Oasis launches competition allowing shoppers to win share of marketing budget
- Capri-Sun supports no-added-sugar range with summer push
- ‘Doodle Your World’ campaign from Ribena
- Ribena pushes British blackcurrants with ‘Farmily’ Fun Day
- ‘Reach for the beach’ campaign from Vita Coco
- Grace Aloe Vera encourages consumers to ‘Reboot Your Normal’
- Rubicon becomes the official drink of English cricket
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, October 2017
- Key brand metrics
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- Figure 33: Key metrics for selected brands, October 2017
- Brand attitudes: Tropicana and Ribena are widely seen to have consistently high quality
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- Figure 34: Attitudes, by brand, October 2017
- Brand personality: Innocent seen as the most diverse brand with a strong ethical image
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- Figure 35: Brand personality – Macro image, October 2017
- Ribena has the most traditional image
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- Figure 36: Brand personality – Micro image, October 2017
- Brand analysis
- Tropicana has near universal awareness and is the most highly recommended
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- Figure 37: User profile of Tropicana, October 2017
- Innocent is seen as the most innovative brand, and most worth paying more for
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- Figure 38: User profile of Innocent, October 2017
- Ribena is the joint most trusted brand, and leads in being seen to offer good value
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- Figure 39: User profile of Ribena, October 2017
- Robinsons Fruit Shoot widely seen as accessible and fun
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- Figure 40: User profile of Robinsons Fruit Shoot, October 2017
- Capri-Sun has a strong refreshing image but struggles to be seen as delicious
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- Figure 41: User profile of Capri-Sun, October 2017
- Vimto’s key associations are fun and accessible
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- Figure 42: User profile of Vimto, October 2017
The Consumer – What You Need to Know
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- Significant increase in usage of 100% fruit juices and smoothies
- 16-24s are key users of fruit juice from concentrate
- Breakfast is the top occasion for drinking fruit juice
- High openness to fruit juices, juice drinks and smoothies as alternatives to alcoholic drinks
- 18-24s drawn to better availability in pubs/restaurants
- Artificial ingredients still a concern for consumers
- Cutting back on consumption is the most likely reaction
Usage of Fruit Juice, Juice Drinks and Smoothies
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- Significant increase in usage of 100% fruit juice and smoothies
- 16-34s are core users
- Focus on positive nutrition looks to fuel rise in smoothie usage
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- Figure 43: Usage of fruit juice, juice drinks and smoothies, September 2016 and September 2017
- Consumption of juice drinks remains high
- Smoothies continue to be the least frequently drunk
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- Figure 44: Frequency of drinking fruit juice, juice drinks and smoothies, September 2017
- A sizeable share of consumers make their own fruit juice/smoothies
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- Figure 45: drinking freshly made fruit juice/smoothies, September 2017
- 16-24s are key users of fruit juice from concentrate
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- Figure 46: Types of fruit juice, juice drinks or smoothies drunk, September 2017
- Cold-pressed fruit juices/smoothies are popular with urbanites and Londoners
When Fruit Juice, Juice Drinks and Smoothies are Drunk
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- Breakfast at home is the top occasion for drinking fruit juice
- Opportunities to push fruit juice in other occasions
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- Figure 47: When fruit juice, juice drinks and smoothies are drunk, sorted by 100% fruit juice, September 2017
- Juice drinks are most commonly drunk in between meals
- Out-of-home consumption most important for smoothies
Factors to Encourage Use as an Alternative to Alcohol
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- Nearly two thirds of adults would consider fruit juices, juice drinks or smoothies as alternatives to alcoholic drinks
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- Figure 48: Factors to encourage fruit juice, juice drinks and smoothies as alternatives to alcoholic drinks, September 2017
- Natural sweeteners is a key enticement
- 18-24s most drawn to better availability in pubs/restaurants
- Top pub-goers take most interest in fruit juices/juice drinks here
- A case for driving awareness of soft drinks
- Cocktail imitations also appeal to younger age groups
- Emphasising the calorie content would draw the attention of women
Attitudes towards Fruit Juice, Juice Drinks and Smoothies
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- Easy-to-recycle packaging is important to most consumers
- Four in five want ease of recycling
- Clear recycling symbols should appeal
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- Figure 49: Attitudes towards fruit juice, juice drinks and smoothies, September 2017
- Artificial ingredients still a concern for consumers
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- Figure 50: New product launches in the UK juice drinks market, carrying an all-natural or a no additives/preservatives claim, 2013-17
- Nearly a third of people recognise 150ml fruit juice intake limit
- Trust in functional claims highest amongst men and younger cohorts
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- Figure 51: Share of new product launches in the UK fruit juice, juice drinks and smoothies market carrying a functional claim, 2013-17
Expected Reactions to the Soft Drinks Sugar Levy
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- Methodology
- Cutting back on consumption is the most likely reaction
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- Figure 52: Expected reactions to the Soft Drinks Sugar Levy on juice drinks consumption, September 2017
- A quarter would not change their consumption habits at all
- Low- or no-sugar drinks set to benefit from sugary drinks’ price rise
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- Figure 53: Expected behaviour change of those who would cut back or stop drinking juice drinks, September 2017
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 54: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by value, 2017-22
- Figure 55: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by volume, 2017-22
- Figure 56: Best- and worst-case forecasts for the UK fruit juice market, by value, 2017-22
- Figure 57: Best- and worst-case forecasts for the UK fruit juice market, by volume, 2017-22
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- Figure 58: Forecast of UK sales of fruit juice, by volume, 2012-22
- Figure 59: Best- and worst-case forecasts for the UK juice drinks market, by value, 2017-22
- Figure 60: Best- and worst-case forecasts for the UK juice drinks market, by volume, 2017-22
- Figure 61: Best- and worst-case forecasts for the UK smoothies market, by value, 2017-22
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- Figure 62: Best- and worst-forecasts for the UK smoothies market, by volume, 2017-22
- Figure 63: Forecast of UK sales of smoothies, by volume, 2017-22
Appendix – Market Share
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- Figure 64: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2015/16 and 2016/17
- Figure 65: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2015/16 and 2016/17
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- Figure 66: UK retail sales of leading manufacturers in the smoothies market, by value and volume, 2015/16 and 2016/17
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Appendix – Launch Activity and Innovation
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- Figure 67: New product launches in the UK fruit juice, juice drinks and smoothie market, by own-label and brands, 2013-17
- Figure 68: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 claims, 2013-17
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- Figure 69: New product launches in the UK fruit juice, juice drinks and smoothies market carrying a high/added-protein claim, 2013-17
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Appendix – Advertising and Marketing Activity
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- Figure 70: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top spending advertisers, 2013-17
- Figure 71: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top brands, 2013-17
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- Figure 72: Total recorded above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by media type, 2013-17
- Figure 73: Share of new product launches in the UK fruit juice, juice drinks and smoothies market made with natural sweeteners, 2013-17
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- Figure 74: Share of new product launches in the UK fruit juices, juice drinks and smoothies market, carrying an environmentally friendly package claim, 2013-17
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Appendix – The Consumer
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- Figure 75: Usage of fruit juice, juice drinks and smoothies, by age, September 2017
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- Figure 76: Repertoire of types of fruit juice, juice drinks and smoothies drunk, September 2017
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- Figure 77: Factors to encourage fruit juice, juice drinks and smoothies as alternatives to alcoholic drinks, by those containing only natural sweeteners, by age, September 2017
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