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
- Volume sales hit by concerns about sugar
- Value sales forecast to grow
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- Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2013-23
- Soft Drinks Industry Levy came into effect in April 2018
- Targets set for sugar reduction for fruit juice
- Companies and brands
- Own-label makes gains in fruit juice
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- Figure 2: UK retail sales of leading brands in the fruit juice market, by value, 2017/18*
- Ribena leads in juice drinks
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- Figure 3: UK retail sales of leading brands in the juice drinks market, by value, 2017/18*
- Innocent takes over half of smoothies sales
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- Figure 4: UK retail sales of leading brands in the smoothies market, by value, 2017/18*
- Fruit and vegetable blends gain share of launches
- Drinks with added health benefits are a big theme
- L/N/R sugar claims mostly refer to no added sugar
- The consumer
- Eight in 10 people use these drinks
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- Figure 5: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2018
- More than a quarter make their own juices/smoothies
- In-season fruits, British and Fair Trade ingredients have strong appeal
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- Figure 6: Behaviours related to fruit juice, juice drinks and smoothies, August 2018
- Three in 10 interested in ingredients that reduce food waste
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- Figure 7: Product concepts of interest in fruit juice, juice drinks and smoothies, August 2018
- Nearly half would like more fruit and vegetable blends, scope for ‘mocktail’ positioning to engage
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- Figure 8: Attitudes towards fruit juice, juice drinks and smoothies, August 2018
- Fruit juice from concentrate has an image problem
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- Figure 9: Correspondence analysis of qualities associated with fruit juice, juice drinks and smoothies, August 2018
- What we think
Issues and Insights
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- References to sourcing, seasons and fruit varieties offer ways of adding differentiation
- The facts
- The implications
- Reducing food and packaging waste needs to be central for juice brands wanting to be seen as sustainable
- The facts
- The implications
- Scope to target new occasions to drive uptake
- The facts
- The implications
The Market – What You Need to Know
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- Volume sales hit by concerns about sugar
- Value sales forecast to grow
- Fruit juice volumes decline but value sales stabilise
- Juice drinks see slump in sales
- Smoothies see strong sales growth
- Soft Drinks Industry Levy came into effect in April 2018
- Targets set for sugar reduction for fruit juice
- Sugar consumers’ leading health concern
- More than one in four people use juice/smoothie makers
- Population changes will have mixed impact on usage
Market Size and Forecast
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- Volume sales hit by concerns about sugar
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- Figure 10: UK value and volume sales of fruit juice, juice drinks and smoothies, 2013-23
- Value sales expected to grow
- Demographic changes will help and hinder the market
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- Figure 11: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2013-23
- Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2013-23
- Forecast methodology
Market Segmentation
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- Fruit juice volumes decline but value sales stabilise
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- Figure 13: Forecast of UK sales of fruit juice, by value and volume, 2013-23
- Further volume decline forecast for fruit juice
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- Figure 14: Forecast of UK sales of fruit juice, by value, 2013-23
- Juice drinks see slump in sales
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- Figure 15: Forecast of UK sales of juice drinks, by value and volume, 2013-23
- Volume decline expected to ease for juice drinks
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- Figure 16: Forecast of UK sales of juice drinks, by value, 2013-23
- Smoothies see strong sales growth
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- Figure 17: Forecast of UK sales of smoothies, by value and volume, 2013-23
- Smoothies are expected to post strong but slowing growth
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- Figure 18: Forecast of UK sales of smoothies, by value, 2013-23
Market Drivers
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- Soft Drinks Industry Levy came into effect in April 2018
- Levy applies from 5g of sugar per 100ml
- EFSA low-sugar threshold undercuts the SDIL threshold
- Targets set for sugar reduction for fruit juice
- Healthy eating is high on consumers’ radars, with sugar the top concern
- PHE and media put sugar in the spotlight
- More people strive to eat healthily
- More than one in four people use juice/smoothie makers
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- Figure 19: Ownership of juicers/smoothie makers, by age, August 2017
- Population changes will have mixed impact on usage
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- Figure 20: Trends in the age structure of the UK population, 2013-23
- Weather hits overseas fruit crops
Companies and Brands – What You Need to Know
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- Own-label makes gains in fruit juice
- Ribena leads in juice drinks
- Innocent takes over half of smoothies sales
- Fruit and vegetable blends gain share of launches
- Drinks with added health benefits are a big theme
- L/N/R sugar claims mostly refer to no added sugar
- New flavours aim to drive differentiation
- Advertising spend looks set to increase on 2017
- Tropicana associated most widely with consistently high quality
- Ribena seen as the most traditional brand
Market Share
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- Own-label makes gains in fruit juice
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- Figure 21: UK retail sales of leading brands in the fruit juice market, by value and volume, 2016/17 and 2017/18
- Ribena leads in juice drinks
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- Figure 22: UK retail sales of leading brands in the juice drinks market, by value and volume, 2016/17 and 2017/18
- Innocent takes over half of smoothies sales
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- Figure 23: UK retail sales of leading brands in the smoothies market, by value and volume, 2016/17 and 2017/18
Launch Activity and Innovation
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- Fruit and vegetable blends gain share of launches
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- Figure 24: New product launches in fruit juice/smoothies including vegetables as a flavour, share of total launches, 2014-18
- Fruit/vegetable blends struggle to be seen as tasty
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- Figure 25: Perception map of attribute performance of fruit juices/smoothies with vegetables in comparison to fruit juices/smoothies without vegetables in the UK fruit juices/smoothies market, April-November 2018
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- Figure 26: Examples of launches of fruit juices/smoothies with vegetables, 2018
- Cold-pressed juices gain share of launches and expand range of flavours
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- Figure 27: New product launches in fruit juice/smoothies that are cold-pressed, share of total launches, 2014-18
- Strong interest in cold-pressed variants…
- …but they struggle on value image
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- Figure 28: Perception map of attribute performance of cold-pressed fruit juices in comparison to fruit juices that are not cold-pressed in the UK fruit juices market, April-November 2018
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- Figure 29: Examples of launches of cold-pressed juices, 2018
- Drinks with added health benefits are a big theme
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- Figure 30: New product launches in the UK fruit juice, juice drink and smoothies market carrying a functional claim, share of total launches, 2014-18
- Many launches are highlighting vitamins and minerals
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- Figure 31: Examples of launches of fruit juice, juice drinks and smoothies with added vitamins, 2018
- Various operators look to health-boosting shots to elevate health-led image
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- Figure 32: Examples of health-boosting shots launches, 2018
- L/N/R sugar claims mostly refer to no added sugar
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- Figure 33: New product launches in the UK juice drinks market carrying L/N/R sugar claims, 2014-18
- Reformulation sees most juice drinks fall below SDIL threshold
- Capri-Sun looks to stevia, Sunny D focuses on 100-calorie limit
- Slush Puppie launches in freezer pouches, Robinsons Fruit Shoot goes Juiced
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- Figure 34: Examples of new launches making L/N/R sugar claims, 2018
- New flavours aim to drive differentiation
- Limited edition blends help refresh offerings
- Ethnic-inspired ‘street drinks’ range from Rubicon
- Sainsbury’s launches its latest take on soft drinks in the style of alcoholic drinks
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- Figure 35: Examples of new flavour launches in fruit juice, juice drinks and smoothies, 2018
Advertising and Marketing Activity
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- Advertising spend looks set to increase on 2017
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- Figure 36: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2014-18
- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2014-18
- Coca-Cola leads advertising spending
- Innocent pushes Super Juice and Super Smoothies
- Capri-Sun raises awareness of 50% less sugar product
- Oasis encourages drinking together
- Fuze Tea encourages consumers to take a break
- Britvic increases support for J2O
- ‘Find you mojo’ campaign for J2O
- PepsiCo increases spending on its brands
- Tropicana Essentials is PepsiCo’s biggest focus
- Ocean Spray pushes taste and goodness
- Vimto brings ‘Refreshingly Different’ slogan to life
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of selected brands, August 2018
- Key brand metrics
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- Figure 39: Key metrics for selected brands, August 2018
- Brand attitudes: Tropicana has strong association with consistently high quality
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- Figure 40: Attitudes, by brand, August 2018
- Brand personality: Innocent is seen as the most ethical brand
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- Figure 41: Brand personality – Macro image, August 2018
- Tropicana is deemed the most delicious brand
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- Figure 42: Brand personality – Micro image, August 2018
- Brand analysis
- Tropicana is the most strongly associated with consistently high quality
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- Figure 43: User profile of Tropicana, August 2018
- Innocent is seen as the most innovative brand
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- Figure 44: User profile of Innocent, August 2018
- Naked’s standout features are being seen as innovative and ethical
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- Figure 45: User profile of Naked, August 2018
- Ribena is seen as the most traditional brand
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- Figure 46: User profile of Ribena, August 2018
- Oasis strongly associated with being refreshing
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- Figure 47: User profile of Oasis, August 2018
- Robinsons Fruit Shoot among most accessible and fun brands
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- Figure 48: User profile of Robinsons Fruit Shoot, August 2018
The Consumer – What You Need to Know
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- Eight in 10 people use these drinks
- More than a quarter make their own juices/smoothies
- In-season fruits and British ingredients have strong appeal
- Strong interest in Fair Trade ingredients for juices
- Three in 10 interested in ingredients that reduce food waste
- A quarter are interested in protein ingredients in juices/smoothies
- References to fruit varieties offer a way of adding differentiation
- Nearly half would like more fruit and vegetable blends
- ‘Mocktail’ positioning offers route for driving interest
- Fruit juice from concentrate has an image problem
Usage of Fruit Juice, Juice Drinks, Smoothies and Coconut Water
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- Eight in 10 people use these drinks
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- Figure 49: Usage of fruit juice, juice drinks, smoothies and coconut water, August 2018
- Half drink fruit juice at least once a week
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- Figure 50: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2018
- Scope to grow usage
- Ageing population poses a challenge
- Juice drinks usage shows heavy bias towards younger people
- More than four in 10 drink smoothies
- Young people see smoothies more positively than older
Usage of Freshly Made Fruit Juice/Smoothies
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- More than a quarter make their own juices/smoothies
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- Figure 51: Drinking of freshly made fruit juice/smoothies, August 2018
- A fifth drink juice/smoothies from juice bars
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- Figure 52: Drinking of fruit juice/smoothies freshly made in front of you, August 2018
- Four in 10 people think it is worth paying more for freshly squeezed
Behaviours Related to Fruit Juice, Juice Drinks and Smoothies
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- In-season fruits and British ingredients have strong appeal
- Four in 10 think foods ‘in season’ are healthier
- Promoting British ingredients is rare in juices
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- Figure 53: Behaviours related to fruit juice, juice drinks and smoothies, August 2018
- Strong interest in Fair Trade ingredients for juices
- Strong interest in self-service machines and refill services
- More than half interested in squeezing juice in-store
- Interest in refilling empty bottles indicates anti-plastic backlash
Interest in Trying Products
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- Three in 10 interested in ingredients that reduce food waste
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- Figure 54: Product concepts of interest in fruit juice, juice drinks and smoothies, August 2018
- A quarter are interested in protein ingredients in juices/smoothies
- References to fruit varieties offer a way of adding differentiation
Attitudes towards Fruit Juice, Juice Drinks and Smoothies
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- Breakdown of sugar content wanted on labelling
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- Figure 55: Attitudes towards fruit juice, juice drinks and smoothies, August 2018
- A role for plant-derived sweeteners
- Nearly half would like more fruit and vegetable blends
- ‘Mocktail’ positioning offers route for encouraging more buying
Attributes Associated with Fruit Juice, Juice Drinks and Smoothies
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- Fruit juice from concentrate has an image problem
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- Figure 56: Correspondence analysis of qualities associated with fruit juice, juice drinks and smoothies, August 2018
- Less familiarity with cold-pressed juices
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- Figure 57: Qualities associated with fruit juice, juice drinks and smoothies, August 2018
- Smoothies seen as top for being nutritious
- 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 58: Best- and worst-case forecast of total UK retail value sales of fruit juice, juice drinks and smoothies, 2018-23
- Figure 59: Best- and worst-case forecast of total UK retail volume sales of fruit juice, juice drinks and smoothies, 2018-23
Appendix – Market Segmentation
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- Figure 60: Forecast of UK sales of fruit juice, by volume, 2013-23
- Figure 61: Best- and worst-case forecast of total UK retail value sales of fruit juice, 2018-23
- Figure 62: Best- and worst-case forecast of total UK retail volume sales of fruit juice, 2018-23
- Figure 63: Forecast of UK sales of fruit drinks, by volume, 2013-23
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- Figure 64: Best- and worst-case forecast of total UK retail value sales of fruit drinks, 2018-23
- Figure 65: Best- and worst-case forecast of total UK retail volume sales of fruit drinks, 2018-23
- Figure 66: Forecast of UK sales of smoothies, by volume, 2013-23
- Figure 67: Best- and worst-case forecast of total UK retail value sales of smoothies, 2018-23
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- Figure 68: Best- and worst-case forecast of total UK retail volume sales of smoothies, 2018-23
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Appendix – Market Share
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- Figure 69: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2016/17 and 2017/18
- Figure 70: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2016/17 and 2017/18
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- Figure 71: UK retail sales of leading manufacturers in the smoothies market, by value and volume, 2016/17 and 2017/18
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Appendix – Launch Activity and Innovation
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- Figure 72: New product launches in the UK fruit juice, juice drinks and smoothies market, by branded and private label, 2014-18
- Figure 73: New product launches in the UK fruit juice, juice drinks and smoothies market, by company, 2014-18
- Figure 74: New product launches in the UK fruit juice, juice drinks and smoothies market, by claim, 2014-18
- Figure 75: Proportion of new launches in juice drinks containing less than 5g of sugar per 100ml and less than 2.5g of sugar per 100ml, 2014-18
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- Figure 76: Attribute performance of fruit juices with vegetables in comparison to fruit juices without vegetables in the UK fruit juices market, April-November 2018
- Figure 77: Attribute performance of cold-pressed juices in comparison to juices not cold-pressed in the UK fruit juices market, April-November 2018
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