What you need to know

The juice market encountered another year of sales decline in 2018, as it continues to struggle with a sugary reputation that perpetuates a sometimes less than healthy reputation and stiff competition from other beverages. However, younger adults, parents, and Hispanics still show high engagement as well as strong interest in new flavors and functional claims in beverages, which create opportunity for expanding reach and consumption occasion.


For the purposes of this Report, Mintel has used the following definitions:

  • 100% juice: fruit and vegetable juices, mixes, and concentrates, with no other ingredients added; includes both 100% juice blends and 100% pure juice of a single kind.

  • Juice drinks: juices, mixes (eg powdered drinks such as Kool Aid), and concentrates containing ingredients other than fruit and/or vegetable juice, such as corn syrup or other sweeteners and flavorings. Please note that “juice drink” also includes products typically not associated with juices such as fruit punches, Bai Bubbles, and some kombuchas (if they include juice).

  • RTD (ready-to-drink) smoothies: drinks made with fruit and/or juice with some kind of thickener, such as fruit puree or milk.

Fruit and vegetable juice and juice drinks covered in the Report include those sold in a number of formats such as:

  • aseptic (boxed), canned, or bottled

  • SS (shelf-stable), refrigerated, or frozen.

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