Juice and Juice Drinks - US - 2021

OVERVIEW
What you need to know
Key issues covered in this Report
Market context
COVID-19: US context
Economic and other assumptions
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Figure 1: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2016-26
Impact of COVID-19 on juice and juice drinks
Figure 2: Short-, medium- and long-term impact of COVID-19 on juice and juice drinks, 2021
Opportunities and challenges  
Maintain renewed focus on functionality 
Figure 3: Select opinions on juice and juice and juice drinks – Functional benefits, by gender and parental status, 2021
Mix in more juice occasions
Figure 4: Reasons for buying more juice and juice drinks, 2021
Find creative ways to combat high sugar content
Figure 5: Select opinions on juice and juice drinks – Portion control and hybrid products, by gender and parental status, 2021
THE MARKET – KEY TAKEAWAYS 
Sales surge will be challenging to maintain
Sugar content is still a point of contention 
Struggling smoothies are in need of a makeover  
MARKET SIZE AND FORECAST 
Juice category enjoys lingering window of opportunity 
Figure 6: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2016-26
Figure 7: Total US sales and forecast of juice and juice drinks, at current prices, 2016-26
SEGMENT PERFORMANCE 
Smoothies struggle, juices rise
Figure 8: Total US retail sales and forecast of juice and juice drinks, by segment, at current prices, 2019 and 2021
MARKET FACTORS 
Juice category can’t hide from its sugar problem
Associations with sugar and obesity hinder long-term growth potential
Figure 9: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
Need to break free from heavy reliance on families 
Figure 10: Percentage of households with children, 2008-18
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Brands of all sizes enjoy sales spike 
Add on the functional incentives 
Cleanse and detox claims may come back into the spotlight 
MARKET SHARE 
Brands of all sizes see reprieve from years of sinking sales 
Sales of juice and juice drinks by company 
Figure 11: Multi-outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2020 and 2021
Even leaders lose ground with “other” brand struggles
Still and sparkling cider give apple juice a boost
Sales of 100% juice by company
Figure 12: Multi-outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2020 and 2021
Getting distance from sugar is getting attention
Sales of juice drinks by company
Figure 13: Multi-outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2020 and 2021
Sales of smoothies by company
Figure 14: Multi-outlet sales of smoothies, by leading companies and brands, rolling 52 weeks 2020 and 2021
COMPETITIVE STRATEGIES
Riding the immunity wave
Figure 15: Functional juices – Immunity
Brands invest in energy, functionality for the long haul
Figure 16: Functional juices – Energy
Doubling down on parental loyalty with cleaner label
Figure 17: Healthier juice drinks for kids – Rethink Splash, Fruitly and Minute Maid Fruit & Veggie
Betting on anti-oxidants to remedy tasty sins
Figure 18: Functional juice drink examples – Minute Maid Plus, Bai Antioxidant
Brands target cleanses and detoxing to get consumers back on track
Figure 19: Cleanse and detox examples – Urban Remedy Suja Organic and Sol-ti
MARKET OPPORTUNITIES 
Flavor + function = new occasions
Figure 20: Flavor preferences for ideal non-alcoholic beverage, by total and juice/juice drink drinkers
Consider a shift to local and sustainable offerings
Figure 21: Field + Farmer (100% juice and juice drinks – All varieties)
Smoothies need a makeover
Figure 22: Functional smoothies – Koia and Once Upon a Farm
THE CONSUMER – KEY TAKEAWAYS  
Juice brands can fight to maintain healthier image 
Focus on functionality for sustained growth
Just add water?
Lighten up on the sweeteners 
Amplify the benefits
Shine up the health halo 
THE JUICE AND JUICE DRINKS CONSUMER 
Figure 23: Beverage types consumed, 2021
Older adults avoid juice drinks
Figure 24: Juice and juice drink consumption, by age, 2021
Parents can shake up old habits
Figure 25: Juice and juice drink consumption, by gender and parental status, 2021
JUICE TYPES PURCHASED 
Only a third of juice fans buy more than three types 
Figure 26: Repertoire, juice types purchased, 2021
Build depth and frequency with inspiration and innovation
Figure 27: Juice types purchased, 2021
Parents seek convenient nutrition 
Figure 28: Juice types purchased – Smoothies, juice cleanse kits and functional juice shots, by gender and parental status, 2021
SHIFTS IN JUICE PURCHASE
Figure 29: Shifts in juice purchase, 2020 and 2021
Reinforce the pursuit of health with parents and non-parents to keep the momentum
Figure 30: Shifts in juice purchase compared to a year ago, by total, gender and parental status, 2021
REASONS FOR BUYING MORE JUICE
Position juice as a tasty alternative to supplements
Figure 31: Reasons for buying more juice and juice drinks, 2021
Encourage, inspire consumers to keep mixing it up
Figure 32: Using juice and juice drinks as a mixer, by parental status, 2021
JUICE REDUCTION: REASONS AND SWAPS
Figure 33: Juice and juice drinks swaps, 2021
Juice drowning in competition from waters 
Figure 34: Juice and juice drinks swaps, 2021
SWEETENER PREFERENCES
Clean and simple sweeteners FTW
Figure 35: Sweetener preferences in juice and juice drinks, by parental status, 2021
DESIRED INGREDIENT PROFILE
Give juice consumers more bang for their buck
Figure 36: Desired ingredient profile in juice and juice drinks, 2021
Stack on the benefits for the greatest reach
Figure 37: Desired ingredient profile in juice and juice drinks, 2021
Functional formulations can catch the attention of parents
Figure 38: Desired ingredient profile in juice and juice drinks, by gender and parental status, 2021
ATTITUDES TOWARD JUICE AND JUICE DRINKS
Focus on nutrition and functionality are key
Figure 39: Select opinions on juice and juice and juice drinks – Health perceptions of juice types, by gender and parental status, 2021
Functional benefits can boost sales, especially among parents
Figure 40: Select opinions on juice and juice and juice drinks – Functional benefits, by gender and parental status, 2021
Most juice consumers would like . . . a little less juice
Figure 41: Select opinions on juice and juice drinks – Portion control and hybrid products, by gender and parental status, 2021
Appeal to consumers with all-around sustainably 
Figure 42: Select opinions on juice and juice drinks – Sustainability, by gender and parental status, 2021
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 43: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2016-26
Figure 44: Average household spending on juice and juice drinks, 2016-21
Figure 45: Total US retail sales and forecast of 100% juice, at current prices, 2016-21
Figure 46: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2016-21
Figure 47: Total US retail sales and forecast of juice drinks, at current prices, 2016-21
Figure 48: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2016-21
Figure 49: Total US retail sales and forecast of smoothies, at current prices, 2016-21
Figure 50: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2016-21
Figure 51: Total US retail sales of juice and juice drinks, by channel, at current prices, 2019 and 2021
APPENDIX – THE CONSUMER 
Figure 52: TURF analysis – Desired ingredient profile, 2021
Methodology