Fruit Juice, Juice Drinks and Smoothies - UK - January 2020

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Downward trend to continue for volume sales
Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2014-24
Fruit juice and juice drinks’ sales decline continues
Studies question the healthiness of fruit juice and sweeteners
Modest growth in under-25s will offer limited support for the market
Companies and Brands
Majority of fruit juice brands see falling value and volume sales
Figure 2: UK retail sales of leading brands in the fruit juice market, by value, 2017/18 and 2018/19
Own-label gains share in juice drinks
Figure 3: UK retail sales of leading brands in the juice drinks market, by value, 2017/18 and 2018/19
Innocent retains top position in smoothies
Tropicana and Innocent focus on health in NPD
New launches explore CBD and seasonal flavours
Advertising spend looks to be on track for lowest in three years
The Consumer
Popularity of fruit juice endures despite sugar warnings
Figure 4: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2019
Freshly made juices/smoothies show growing popularity
Fruit juice, juice drinks and smoothies are sought for 5-a-day and vitamins
Figure 5: Reasons for drinking fruit juices, juice drinks or smoothies, August 2019
Flavour and sugar are the key purchase factors for the category
Figure 6: Important purchasing factors for fruit juices, juice drinks and smoothies, August 2019
Fruit-like nutritional content and high fibre appeal widely
Figure 7: Interest in trying fruit juice, juice drinks or smoothies, August 2019
Ethical ingredients sway nearly three quarters of buyers
Figure 8: Behaviours related to fruit juice, juice drinks or smoothies, August 2019
Opportunity for smoothies to be positioned as meal replacements
Figure 9: Attitudes towards fruit juices, juice drinks or smoothies, August 2019
What we think
ISSUES AND INSIGHTS
Variants with fibre spark widespread interest
The facts
The implications
Untapped potential to position the drinks as alternatives to alcohol
The facts
The implications
Ethical ingredients sway nearly three quarters of buyers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Downward trend to continue for volume sales
Value sales forecast to see modest growth
Fruit juice and juice drinks’ sales decline continues
Studies question the healthiness of fruit juice and sweeteners
Modest growth in under-25s will offer limited support for the market
MARKET SIZE AND FORECAST
Downward trend to continue for volume sales
Figure 10: UK value and volume sales of fruit juice, juice drinks and smoothies, 2014-24
Value sales forecast to see modest growth
Figure 11: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2014-24
Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2014-24
Forecast methodology
MARKET SEGMENTATION
Fruit juice’s sales decline continues
Figure 13: UK sales of fruit juice, juice drinks and smoothies, by segment, 2014-19
Juice drinks feel the effect of the SDIL
Smoothies buck the downward trend in sales
MARKET DRIVERS
Media stories continue to question healthiness of fruit juice
Large glass of fruit juice a day linked to slightly increased risk of premature death
Poor diets identified as major cause for shortening lifespan
2015-18 sees a 29% fall in soft drinks’ sugar content
Figure 14: Average sugar content of juice drinks* launches in the UK market, 2015-19
Artificial sweeteners continue to attract concern
Alcohol reduction trend opens up opportunities for the market
Modest growth in under-25s will offer limited support for the market
Figure 15: Trends in UK population, by age, 2014-19 and 2019-24
Brexit uncertainty already taking its toll on the market
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Majority of fruit juice brands see falling value and volume sales
Own-label gains share in juice drinks
Strong value and volume growth for smoothies
Tropicana and Innocent focus on health in NPD
New launches explore CBD and seasonal flavours
Advertising spend looks to be on track for lowest in three years
MARKET SHARE
Majority of fruit juice brands see falling value and volume sales
Figure 16: UK retail sales of leading brands in the fruit juice market, by value and volume, 2017/18 and 2018/19
Own-label gains share in juice drinks
Figure 17: UK retail sales of leading brands in the juice drinks market, by value and volume, 2017/18 and 2018/19
Strong value and volume growth for smoothies
Innocent retains lead, with strong growth for Naked
Savsé comes under new ownership
Figure 18: UK retail sales of leading brands in the smoothies market, by value and volume, 2017/18 and 2018/19
LAUNCH ACTIVITY AND INNOVATION
Downward trend continues in fruit juice, juice drinks and smoothies’ share of launch activity
Figure 19: New product launches in the UK non-alcoholic drinks market, by category, 2015-19
Tropicana is the most active company in 2019
Figure 20: New product launches in the UK fruit juice, juice drinks and smoothies market, by top companies, 2015-19
Tropicana adds high-fibre Whole Fruit juice drinks
Figure 21: Examples of Tropicana’s Whole Fruit variants, 2019
New flavours added to Tropicana ranges
Figure 22: Examples of Tropicana’s rebranded Essentials range of fruit juices, 2019
Innocent differentiates new Plus range of juices with blue variant
Figure 23: Innocent Plus range of juices, 2019
Savsé’s new packaging design aimed to boost standout on shelves
Figure 24: Example of Savsé’s rebranded fruit juices, 2019
L/N/R sugar launches slow down; high/added-fibre claims gain traction
Figure 25: Average sugar content of new product launches in the UK fruit juice, juice drinks and smoothies market, 2015-19
Fibre claims are niche but growing
Figure 26: New product launches in the UK fruit juice, juice drinks and smoothies market carrying L/N/R sugar or high/added-fibre claims, 2015-19
Capri-Sun launches cherry flavour to entice adults, Fruit Shoot and J2O go seasonal
Fruit Shoot introduces its first-ever limited edition Christmas flavour
Potato-based smoothie enters the UK market as a snack
Figure 27: Examples of My Foodie’s Smoothie variants, 2019
Vita Coco taps into CBD buzz with new range
BumbleZest’s ‘booster’ formats imply potent functionality
Figure 28: Examples of BumbleZest ‘booster’ drinks range, 2019
Smoothie delivery services hope to tap online growth
ADVERTISING AND MARKETING ACTIVITY
Advertising spend looks to be on track for lowest in three years
Figure 29: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2015-19
Coca-Cola retakes position as biggest spender on advertising
Figure 30: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2015-19
Innocent pushes its new blue drink with ad and pop-up
Duncan James from Blue promotes drink in humorous advert
Innocent opens ‘Definitely Blue Café’ to prove colour of new product
Figure 31: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by 10 highest-spending brands, 2015-19
J2O focuses on Mojo
Tropicana shows consumers a new way to “eat fruit”
Capri-Sun highlights absence of artificials with new TV advert
Oasis promises no more ads
Vimto celebrates individuality with Instagram features
Rubicon extends cricket sponsorship to social media show
Ribena focuses on Frusion water
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 32: Attitudes towards and usage of selected brands, November 2019
Key brand metrics
Figure 33: Key metrics for selected brands, November 2019
Brand attitudes: Innocent leads on innovative image
Figure 34: Attitudes, by brand, November 2019
Brand personality: All the brands have strong connotations with fun
Figure 35: Brand personality – macro image, November 2019
Ribena has a strong traditional image
Figure 36: Brand personality – micro image, November 2019
Brand analysis
Innocent is seen as the most innovative brand with the highest levels of recommendation
Figure 37: User profile of Innocent, November 2019
Tropicana leads on refreshing perceptions
Figure 38: User profile of Tropicana, November 2019
Ribena enjoys high levels of trust and a traditional image
Figure 39: User profile of Ribena, November 2019
Capri-Sun’s standout features are being seen as fun and accessible
Figure 40: User profile of Capri-Sun, November 2019
Vimto drunk the most frequently despite lowest levels of awareness
Figure 41: User profile of Vimto, November 2019
Robinsons Fruit Shoot stands out as a fun brand among parents
Figure 42: User profile of Robinsons Fruit Shoot, November 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Popularity of fruit juice endures despite sugar warnings
Young adults and families are core users
Freshly made juices/smoothies show growing popularity
Fruit juice, juice drinks and smoothies are sought for 5-a-day and vitamins
Flavour and sugar are the key purchase factors for the category
Fruit-like nutritional content and high fibre appeal widely
Ethical ingredients sway nearly three quarters of buyers
Opportunity for smoothies to be positioned as meal replacements
USAGE OF FRUIT JUICE, JUICE DRINKS, SMOOTHIES AND COCONUT WATER
Popularity of fruit juice endures despite sugar warnings
Figure 43: Usage of fruit juice, juice drinks and smoothies, August 2019
Fruit juice remains the most frequently drunk type
Figure 44: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2019
Usage of juice drinks is higher among families
Smoothies are a rare treat
USAGE OF FRESHLY MADE FRUIT JUICE/SMOOTHIES
Freshly making own juices/smoothies shows growing popularity
Figure 45: Drinking of freshly made fruit juices/smoothies, August 2019
Increase in out-of-home drinking of freshly made juices/smoothies
Figure 46: Drinking of fruit juices/smoothies freshly made in front of you, August 2019
REASONS FOR DRINKING FRUIT JUICE, JUICE DRINKS AND SMOOTHIES 
A good way to get fruit or vegetables into the diet say two in five
Figure 47: Reasons for drinking fruit juices, juice drinks or smoothies, August 2019
Getting vitamins is an important reason for 35-54 year olds
Scope to expand appeal as alcohol alternatives
Figure 48: Examples of fruit juice, juice drinks and smoothies positioned as alcohol alternatives, 2019
IMPORTANT PURCHASING FACTORS FOR FRUIT JUICES, JUICE DRINKS AND SMOOTHIES
Flavour is the key purchase factor for the category
Figure 49: Important purchasing factors for fruit juices, juice drinks and smoothies, August 2019
No added sugar enjoys a strong lead over low sugar
Figure 50: No-added-sugar message on Tropicana orange juice, September 2019
No artificials matter to three in 10 juice drink buyers
Functional claims are a key factor for one in five in smoothies
INTEREST IN FRUIT JUICE, JUICE DRINK AND SMOOTHIE CONCEPTS
Nearly two thirds of people are open to new concepts
Figure 51: Interest in trying fruit juice, juice drinks or smoothies, August 2019
Fruit-like nutritional content garners most interest
High fibre interests over a quarter of consumers
Figure 52: Fruit juice, juice drinks and smoothies – CHAID – Tree output, October 2019
Methodology
Opportunity to tap into the gut health trend
Inspiration from yogurt drinks
Figure 53: Examples of variants from Actimel’s Fruit & Veg Culture Shot range, August 2019
BEHAVIOURS RELATED TO FRUIT JUICES, JUICE DRINKS AND SMOOTHIES
Ethical ingredients sway nearly three quarters of buyers
Figure 54: Behaviours related to fruit juice, juice drinks or smoothies, August 2019
Explaining ethical credentials is needed to convince consumers
Figure 55: Examples of tangible on-pack ethical descriptions, 2018-19
Under-35s would be most interested in trying a juice cleanse/detox
Figure 56: Press Daily Celery Raw Cold-Pressed Juice, June 2019
‘Spoonable’ smoothies appeal widely
ATTITUDES TOWARDS FRUIT JUICES, JUICE DRINKS AND SMOOTHIES
Opportunity for smoothies to be positioned as meal replacements
Figure 57: Attitudes towards fruit juices, juice drinks or smoothies, August 2019
A third of category users trust vegetables to boost the healthiness of fruit drinks
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 58: Best- and worst-case forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2019-24
Figure 59: Best- and worst-case forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2019-24
APPENDIX – MARKET SHARE
Figure 60: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2017/18 and 2018/19
Figure 61: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2017/18 and 2018/19
Figure 62: UK retail sales of leading manufacturers in the smoothie market, by value and volume, 2017/18 and 2018/19
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 63: New product launches in the UK fruit juice, juice drinks and smoothies market, by branded and own-label, 2015-19
Figure 64: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 claims, 2015-19
Figure 65: New product launches in the UK fruit juice, juice drinks and smoothies market, by packaging material, 2015-19
Figure 66: New product launches in the UK fruit juice, juice drinks and smoothies market targeted at 5-12 year-olds, 2015-19
Figure 67: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 flavour subgroups, 2015-19
APPENDIX – THE CONSUMER
Figure 68: Purchasing of fruit juice, juice drinks, smoothies and coconut water, August 2019
Figure 69: Fruit juice, juice drinks and smoothies – CHAID – Table output, October 2019
Figure 70: Fruit juice, juice drinks and smoothies – CHAID – Table output, October 2019