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Fruit Juice, Juice Drinks and Smoothies - UK - November 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Beverages

No. of Pages : 253 Pages

A focus around energy provision should create standout in the market. Such propositions remain rare, however, this is an area the under-35s show above-average interest in.
Table of Content

Introduction

Definition
Excluded
Abbreviations

Executive Summary

The market
Figure 1: Total value sales of fruit juice, juice drinks and smoothies, by segment, 2010-12
Forecast
Figure 2: Total UK value sales of fruit juice, juice drinks and smoothies, 2008-18
Market factors
Ingredient inflation continues to put pressure on the market
Fruit juice and smoothies under fire for their sugar content
Demographic changes represent both opportunities and threats
Companies, brands and innovation
Coca-Cola remains the clear leader in 2012/13
Figure 3: Leading manufacturers’ shares in the UK’s off-trade fruit juice, juice drinks and smoothies market, by value, 2011/12* and 2012/13**
Brands continue to dominate NPD activity
Advertising spend fell by 19% over 2011-12
The consumer
Four in five adults drink fruit juice, juice drink and smoothies
Figure 4: Frequency of drinking fruit juice, juice drinks and smoothies in the last three months, by segment, August 2013
Refreshment and health are key motives to drink fruit juice, juice drinks and smoothies
Figure 5: Reasons for drinking fruit juice, juice drinks and smoothies in the last three months, August 2013
Three in four users see fruit juice as part of a healthy diet
Figure 6: Users’ attitudes towards fruit juice and smoothies, August 2013
Sugar content of juice drinks remains an issue
Figure 7: Users’ attitudes towards juice drinks, August 2013
What we think

Issues in the Market

How can the industry address concerns about the drinks’ sugar levels?
What opportunities are there for brands to build standout among the core under-35s users?
What measures can be taken to boost fruit juice sales in the on-premise channel?
Is there more scope to promote fortification in the market?

Trend Application

Trend: Many Mes
Trend: Help Me Help Myself
Mintel Futures: Old Gold

Market Drivers

Key points
Consumer confidence is bouncing back
Figure 8: Consumer confidence index, monthly, January 2007-September 2013
Ingredient inflation continues to put pressure on the market
Figure 9: Monthly global commodity prices of oranges, January 2007-August 2013
Fruit juice and smoothies under fire for their sugar content
Demographic changes represent both opportunities and threats
Strong growth of over-55s and smaller households could hinder growth
Figure 10: Projected trends in the age structure of the UK population, 2013-18
The rise in the number of 25-34s should bode well for the market

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Fruit juice, juice drinks and smoothies lead NPD activity within non-alcoholic drinks sector
Figure 11: Share of total new product launches in the UK non-alcoholic drinks market, by category, 2009-13
Figure 12: New product development in the UK fruit juice, juice drinks and smoothies market, by segment, 2009-13
Brands continue to dominate NPD activity
Figure 13: New product development in the UK fruit juice, juice drinks and smoothies market, branded vs own-label, 2009-13
PepsiCo focuses on health benefits with its Tropicana range
Figure 14: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 companies, 2009-13
Innocent’s NPD activity centres around its kids’ range
Morrisons and Tesco most active own-label innovators in 2012
Morrisons adds various new flavours to its juice and juice drinks range
Tesco expands its smoothies range and looks to vegetable-fruit juice blends
Exotic flavours on the rise
Figure 15: new product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 flavour components, 2009-13
Coconut water looks to fruit juice to inject variety
Cocktails serve as inspiration for flavour innovation
Juice drinks look to capitalise on tea’s health credentials
Vegetables increasingly find their way into fruit juice
Ethical packaging claims leap ahead
Figure 16: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 claims, 2009-13

Market Size and Forecast

Key points
Decline in volume sales expected to halt in 2013
Figure 17: Total UK value and volume sales of fruit juice, juice drinks and smoothies, 2008-18
Figure 18: Total UK value sales of fruit juice, juice drinks and smoothies, by segment, 2008-18
Figure 19: Total UK volume sales of fruit juice, juice drinks and smoothies, by segment, 2008-18
The future
Figure 20: Total UK value sales of fruit juice, juice drinks and smoothies, 2008-18
Figure 21: Total UK volume sales of fruit juice, juice drinks and smoothies, 2008-18
Figure 22: Total UK value sales of fruit juice, 2008-18
Figure 23: Total UK volume sales of fruit juice, 2008-18
Figure 24: Total UK value sales of juice drinks, 2008-18
Figure 25: Total UK volume sales of juice drinks, 2008-18
Figure 26: Total UK value sales of smoothies, 2008-18
Figure 27: Total UK volume sales of smoothies, 2008-18
Forecast methodology

Segment Performance

Key points
Fruit juice suffers from consumers’ recessionary spending habits
Figure 28: Total value sales of fruit juice, juice drinks and smoothies, by segment, 2010-12
Figure 29: UK retail value and volume sales of fruit juice, 2008-13
Figure 30: UK retail value sales of fruit juice, by segment, 2010-12
Figure 31: UK on-premise value and volume sales of fruit juice, 2008-13
Juice drinks benefit from their comparatively lower price point
Figure 32: UK retail value and volume sales of juice drinks, 2008-13
Figure 33: UK retail value sales of juice drinks, by segment, 2010-12
Figure 34: UK on-premise value and volume sales of juice drinks, 2008-13
Smoothies
Figure 35: UK retail value and volume sales of smoothies, 2008-13
Figure 36: UK on-premise value and volume sales of smoothies, 2008-13

Market Share

Key points
Coca-Cola remains the clear leader in 2012/13
Figure 37: Leading manufacturers’ shares in the UK’s off-trade fruit juice, juice drinks and smoothies market, by value, 2011/12 and 2012/13
Coca-Cola
PepsiCo
Britvic suffered from Fruit Shoot recall in summer 2012
Own-label lost share in 2012/13
Figure 38: Leading brands in the UK fruit juice market, by value and volume, 2010/11-2012/13
Figure 39: Leading brands in the UK juice drinks market, by value and volume, 2010/11-2012/13
Figure 40: Leading brands in the UK smoothies market, by value and volume, 2010/11-2012/13

Companies and Products

PepsiCo UK & Ireland
Background
Product range and innovation
Recent activity and promotion
Coca Cola Enterprises – including Innocent
Background
Product Range and innovation
Recent activity and promotion
Britvic
Background
Product range and innovation
Recent activity and promotion
GSK/ Suntory
Background
Product range and innovation
Recent activity and promotion
Del Monte
Background
Product range and innovation
Recent activity and promotion
Princes
Background
Product range and innovation
Recent activity and promotion
Own-label
Tesco
Asda
Sainsbury’s
Morrisons
Waitrose
Smoothie bar chains
Boost Juice Bars
Crussh Juice Bars
Revive Juice Bars

Brand Research

Brand map
Figure 41: Attitudes towards and usage of brands in the fruit juice, juice drink and smoothies sector, August 2013
Correspondence analysis
Brand attitudes
Figure 42: Attitudes, by fruit juice, juice drink and smoothies brand, August 2013
Brand personality
Figure 43: Fruit juice, juice drink and smoothies brand personality – macro image, August 2013
Figure 44: Fruit juice, juice drink and smoothies brand personality – micro image, August 2013
Brand experience
Figure 45: Fruit juice, juice drink and smoothies brand usage, August 2013
Figure 46: Satisfaction with various fruit juice, juice drink and smoothies brands, August 2013
Figure 47: Consideration of fruit juice, juice drink and smoothies brands, August 2013
Figure 48: Consumer perceptions of current fruit juice, juice drink and smoothies brand performance, August 2013
Brand index
Figure 49: Fruit juice, juice drink and smoothies brand index, August 2013
Target group analysis
Figure 50: Target groups, August 2013
Figure 51: Fruit juice, juice drink and smoothies brand usage, by target groups, August 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists

Brand Communication and Promotion

Key points
Advertising spend falls in 2012
Figure 52: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, 2009-13
PepsiCo overtakes Innocent as the top spender in 2012
Figure 53: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by top five advertisers, 2009-13
Brands look to drive consumer engagement through social media

Channels to Market

Key points
Take-home sales of fruit juice benefit from brands’ focus on sharing formats
Figure 54: Value sales of fruit juice, by major channels, 2010-12
Juice drinks’ on-premise sales benefit from affordability
Figure 55: Value sales of juice drinks, by major channels, 2010-12
On-premise gains share of smoothie sales
Figure 56: Value sales of smoothies, by major channels, 2010-12
Consumer – Usage of Fruit Juice, Juice Drinks and Smoothies

Key points
More than eight in ten adults drink fruit juice, juice drinks and smoothies
Figure 57: Frequency of drinking fruit juice, juice drinks and smoothies in the last three months, by segment, August 2013
Usage of smoothies lags noticeably behind other segments

Consumer – Reasons for Drinking Fruit Juice, Juice Drinks and Smoothies

Key points
Refreshment and health are key drivers in the fruit juice, juice drinks and smoothies market
Figure 58: Reasons for drinking fruit juice, juice drinks and smoothies in the last three months, August 2013
Smoothie users show great openness towards snacking on the drinks
Food-matching could help to drive uptake of fruit juice and juice drinks
Smoothies could benefit from being positioned as a permissible treat

Consumer – Choice Factors

Key points
Health considerations are key for fruit juice and smoothie users
Figure 59: Factors considered when buying fruit juice and smoothies, August 2013
Flavour innovation is key to maintaining consumer interest in juice drinks
Figure 60: Factors considered when buying juice drinks, August 2013
There is further scope for reduced-sugar options
Opportunities for brand differentiation

Consumer – Attitudes towards Fruit Juice and Smoothies

Key points
Three in four users see fruit juice as part of a healthy diet
Figure 61: Users’ attitudes towards fruit juice and smoothies, August 2013
Vegetable juices could help to address concerns about fruit juices’ sugar content
Smoothies suffer from relatively poor value image
Users’ interest in unusual flavours bodes well for NPD in this area

Consumer – Attitudes towards Juice Drinks

Key points
Sugar content of juice drinks remains an issue
Figure 62: Users’ attitudes towards juice drinks, August 2013
Energy provision as a promising area for NPD
Carbonating juice drinks offers potential to gain share from fizzy drinks

Appendix – Market Size and Forecast

Figure 63: Best- and worst-case forecast for the total fruit juice, juice drinks and smoothies market, by value, 2013-18
Figure 64: Best- and worst-case forecast for the total fruit juice, juice drinks and smoothies market, by volume, 2013-18
Figure 65: Best- and worst-case forecast for the total fruit juice market, by value, 2013-18
Figure 66: Best- and worst-case forecast for the total fruit juice market, by volume, 2013-18
Figure 67: Best- and worst-case forecast for the total juice drinks market, by value, 2013-18
Figure 68: Best- and worst-case forecast for the total juice drinks market, by volume, 2013-18
Figure 69: Best- and worst-case forecast for the total smoothies market, by value, 2013-18
Figure 70: Best- and worst-case forecast for the total smoothies market, by volume, 2013-18

Appendix – Market Segmentation

Figure 71: UK retail value and volume sales of fruit juice, juice drinks and smoothies, by segment, 2010-12

Appendix – Brand Research

Figure 72: Brand usage, August 2013
Figure 73: Brand commitment, August 2013
Figure 74: Brand momentum, August 2013
Figure 75: Brand diversity, August 2013
Figure 76: Brand satisfaction, August 2013
Figure 77: Brand attitude, August 2013
Figure 78: Brand image – macro image, August 2013
Figure 79: Brand image – micro image, August 2013
Figure 80: Target groups, by demographics, August 2013
Figure 81: Psychographic segmentation by target groups, August 2013
Figure 82: Brand usage, by target groups, August 2013
Brand index
Figure 83: Brand index, August 2013

Appendix – Brand Communication and Promotion

Figure 84: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by media type, 2009-13
Figure 85: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by top 10 advertisers, 2009-13
Figure 86: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by top 10 brands, 2009-13

Appendix – Consumer – Frequency of Drinking Fruit Juice, Juice Drinks and Smoothies

Figure 87: Usage of fruit juice, juice drinks and smoothies, August 2013
Figure 88: Usage of fruit juice, juice drinks and smoothies, by demographics, August 2013
Figure 89: Frequency of drinking fruit juice, juice drinks and smoothies, August 2013
Figure 90: Frequency of drinking 100% fruit juice, by demographics, August 2013
Figure 91: Frequency of drinking juice drinks, by demographics, August 2013
Figure 92: Frequency of drinking smoothies, by demographics, August 2013

Appendix – Consumer – Reasons for Drinking Fruit Juice, Juice Drinks and Smoothies

Figure 93: Reasons for drinking fruit juice in the last three months, August 2013
Figure 94: Reasons for drinking juice drinks in the last three months, August 2013
Figure 95: Reasons for drinking smoothies in the last three months, August 2013
Figure 96: Most popular reasons for drinking fruit juice in the last three months, by demographics, August 2013
Figure 97: Next most popular reasons for drinking fruit juice in the last three months, by demographics, August°2013
Figure 98: Other reasons for drinking fruit juice in the last three months, by demographics, August 2013
Figure 99: Most popular reasons for drinking juice drinks in the last three months, by demographics, August°2013
Figure 100: Next most popular reasons for drinking juice drinks in the last three months, by demographics, August 2013
Figure 101: Other reasons for drinking juice drinks in the last three months, by demographics, August 2013
Figure 102: Most popular reasons for drinking smoothies in the last three months, by demographics, August 2013
Figure 103: Next most popular reasons for drinking smoothies in the last three months, by demographics, August°2013
Figure 104: Other reasons for drinking smoothies in the last three months, by demographics, August 2013

Appendix – Consumer – Purchase of Fruit Juice, Juice Drinks and Smoothies

Figure 105: Purchase of fruit juice, juice drinks and smoothies, August 2013
Figure 106: Purchase of fruit juice, juice drinks and smoothies, by demographics, August 2013

Appendix – Consumer – Choice Factors

Figure 107: Factors influencing the choice of fruit juice, August 2013
Figure 108: Factors influencing the choice of juice drinks, August 2013
Figure 109: Factors influencing the choice of smoothies, August 2013
Figure 110: Most popular factors influencing the choice of fruit juice, by demographics, August 2013
Figure 111: Next most popular factors influencing the choice of fruit juice, by demographics, August 2013
Figure 112: Most popular factors influencing the choice of juice drinks, by demographics, August 2013
Figure 113: Next most popular factors influencing the choice of juice drinks, by demographics, August 2013
Figure 114: Most popular factors influencing the choice of smoothies, by demographics, August 2013
Figure 115: Next most popular factors influencing the choice of smoothies, by demographics, August 2013

Appendix – Consumer – Attitudes towards Fruit Juice and Smoothies

Figure 116: Attitudes towards fruit juice and smoothies, August 2013
Figure 117: Agreement with the statement ‘Fruit juices/smoothies can be part of a healthy diet’, by demographics, August 2013
Figure 118: Agreement with the statement ‘Fruit juice/smoothies that offer functional benefits appeal to me’, by demographics, August 2013
Figure 119: Agreement with the statement ‘Smoothies are a filling snack’, by demographics, August 2013
Figure 120: Agreement with the statement ‘Blending fruit juice with vegetable juice is a good way to cut the high sugar levels of these drinks’, by demographics, August 2013
Figure 121: Agreement with the statement ‘Adding water to fruit juices is a good way to reduce their calorie content’, by demographics, August 2013
Figure 122: Agreement with the statement ‘Smoothies are not good value for money’, by demographics, August°2013
Figure 123: Agreement with the statement ‘Fruit and vegetable juice blends are healthier for you than pure fruit juice’, by demographics, August 2013
Figure 124: Agreement with the statement ‘I am interested in using smoothies as a base for sorbets or ice lollies’, by demographics, August 2013
Figure 125: Agreement with the statement ‘Fruit juices/smoothies inspired by dessert flavours appeal to me’, by demographics, August 2013
Figure 126: Agreement with the statement ‘The production of both ‘from-concentrate’ and ‘not-from-concentrate’ fruit juice harms the environment in the same way’, by demographics, August 2013
Figure 127: Agreement with the statement ‘Juice blends inspired by cocktail flavours appeal to me’, by demographics, August 2013

Appendix – Consumer – Attitudes towards Juice Drinks

Figure 128: Further attitudes towards juice drinks, August 2013
Figure 129: Most popular further attitudes towards juice drinks, by demographics, August 2013
Figure 130: Next most popular further attitudes towards juice drinks, by demographics, August 2013

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