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Fruit Juice, Juice Drinks and Smoothies - UK - November 2016

Published By :

Mintel

Published Date : Nov 2016

Category :

Non-Alcoholic Drinks

No. of Pages : N/A

Concerns around sugar continue to plague the category. While fruit juice is struggling under this pressure, the launch of no added or low sugar products and varieties claiming functional benefits appear to be helping fruit juice and smoothies. Unease around artificial sweeteners however, remains a concern.

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
Market loses a tenth of its volume over 2011-16, price rises prop up value
Value increase forecast for the market over 2016-21
Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2011-21
Fall in sales of fruit juice continues
Continued growth expected for juice drinks
Smoothie section sees growth, premium variants gain visibility
Sugar concerns are a key driver for change for fruit juice and juice drinks
Weakening Pound pushing up import prices, rise in incomes to end
Companies and brands
Copella and Naked Juice buck the downward trend in fruit juice
Ribena returns to growth while main competitors lose sales in juice drinks
Innocent retains lead in smoothies
Low sugar claims rise in NPD in 2015
New launches look to smaller portions and vegetables
Adspend raised as sugar gains attention
Figure 2: New product launches in the fruit juice, juice drinks and smoothie market with no additives/preservatives and low/no/reduced sugar claims, 2012-16
Ads focus on leading brands’ health credentials
Tropicana enjoys a high quality image, Innocent excels on innovation
The consumer
High usage signals enduring appeal of fruit juice, juice drink and smoothies
Figure 3: Fruit juice, juice drinks and smoothies usage, September 2016
Cold-pressed and reduced sugar varieties still niche
Figure 4: Types of fruit juice, juice drinks and smoothies drunk, September 2016
Demand for clearer labelling of sugar and artificial sweeteners
Figure 5: Attitudes towards fruit juice, juice drinks and smoothies, September 2016
Half see smaller servings as offering nutrients without too much sugar
Figure 6: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2016
All-British ingredients appeal to one in three, high protein to one in four
Chilled fruit juice leads on taste and refreshment
Figure 7: Qualities associated with fruit juice, juice drinks and smoothies, Correspondence Analysis, September 2016
What we think

ISSUES AND INSIGHTS
High demand for transparency on sugar and sweeteners
The facts
The implications
Supporting portion control can help keep juice on the menu
The facts
The implications
High openness to smoothies as a meal replacement
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Market loses a tenth of its volume over 2011-16; price rises prop up value
Value increase forecast for the market over 2016-21
Fall in sales of fruit juice continues
Continued growth expected for juice drinks
Smoothie section sees growth, premium variants gain visibility
Sugar concerns are a key driver for change for fruit juice and juice drinks
Weakening Pound pushing up import prices, rise in real incomes to end

MARKET SIZE AND FORECAST
Market loses a tenth of its volume over 2011-16; price rises prop up value
Figure 8: UK value and volume sales of fruit juice, juice drinks and smoothies, 2011-21
Value increase forecast for the market over 2016-21
Figure 9: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2011-21
Figure 10: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2011-21
Forecast methodology
The impact of the EU referendum vote
Methodology
Trajectory of spend in previous slowdowns
Figure 11: Alternative market scenarios for the fruit juice, juice drinks and smoothies market, at current prices, 2016-21
Figure 12: Detailed Post-Brexit scenarios for the fruit juice, juice drinks and smoothies market, at current prices, 2016-21
Little immediate reaction among consumers
Consumers are already shopping savvy

MARKET SEGMENTATION
Fall in sales of fruit juice continues
Figure 13: UK value and volume sales fruit juice, 2011-21
Figure 14: Forecast of UK sales of fruit juice, by value, 2011-21
Continued growth expected for juice drinks
Figure 15: Forecast of UK sales of juice drinks, by value, 2011-21
Figure 16: Forecast of UK sales of juice drinks, by value, 2011-21
Smoothie segment sees growth, premium variants gain visibility
Figure 17: UK value and volume sales of smoothies, 2011-21
Figure 18: Forecast of UK sales of smoothies, by value, 2011-21

MARKET DRIVERS
Sugar is a key driver for change in the juice drinks industry
Sugar tax
Consumer confusion about sugar
Freshly made could pose a threat to the smoothie market
Brexit – falling value of the Pound pushing up import prices
Rise in real consumer incomes expected to end
Rise in the number of children could provide a boost
Ageing population could add further pressure to the category

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Copella and Naked Juice buck the downward trend in fruit juice
Ribena returns to growth while main competitors lose sales in juice drinks
Innocent retains lead in smoothies
Low sugar claims rise in NPD in 2015
New launches look to smaller portions and vegetables
Adspend raised as sugar gains attention
Ads focus on leading brands’ health credentials
Tropicana enjoys a high quality image, Innocent excels on innovation

MARKET SHARE
Copella and Naked Juice buck the downward trend in fruit juice
Figure 19: UK retail sales of leading brands in the fruit juice market, by value and volume, 2014/15 and 2015/16
Ribena returns to growth while main competitors lose sales in juice drinks
Figure 20: UK retail sales of leading brands in the juice drinks market, by value and volume, 2014/15 and 2015/16
Innocent still dominates smoothies, but niche brands gain foothold
Figure 21: UK retail sales of leading brands in the smoothie market, by value and volume, 2014/15 and 2015/16

LAUNCH ACTIVITY AND INNOVATION
New product launches set to continue
Figure 22: New product launches in the UK soft drinks market, by category, 2012-16
Figure 23: New product launches in the fruit juice, juice drinks and smoothies market, by leading companies (sorted by 2016), 2012-16
Clearer labelling for Innocent
Waitrose launches premium own-brand
Low sugar claims rise in 2015
Figure 24: New product launches in the fruit juice, juice drinks and smoothie market with no additives/preservatives and low/no/reduced sugar claims, 2012-16
Tesco cuts sugar across the board
Princes launch no added sugar refresher range
Companies look to smaller portions
Tesco shrinks smoothie portions
Tropicana Little Glass campaign leads to Little Bottles
Ribena launches Minis range
Consumers encouraged to drink “roots” and greens
Functional smoothies from Naked Juice hit the market
Coldpress hope ‘new generation’ juices will appeal to the health-conscious
Roots Collective launch ‘Blends’ into the UK market
Watermelon juice aims to be the ‘new coconut water’

ADVERTISING AND MARKETING ACTIVITY
Advertisers increase spending in wake of sugar attention
Figure 25: Total above-the line, online display and direct mail advertising expenditure on fruit juices, juice drinks and smoothies, 2012-16
PepsiCo leads spend on Tropicana range
Figure 26: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five brands, 2012-16
Figure 27: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five brands, 2012-16
Ribena pushes Light variant with pop-up “Colouring Café”
Britvic used innovative advertising for limited edition J2O
Innocent focuses on Super Smoothies
Fruit Shoot focuses on sugar-free credentials
Coca-Cola spends big on Capri-Sun
Vita Coco encouraging people to stay hydrated
Nielsen Ad Intel coverage

BRAND RESEARCH
What you need to know
Brand map
Figure 28: Attitudes towards and usage of selected brands, September 2016
Key brand metrics
Figure 29: Key metrics for selected brands, September 2016
Brand attitudes: Ribena is the most trusted brand with a good reputation
Figure 30: Attitudes, by brand, September 2016
Brand personality: Innocent considered to be the most ethical brand
Figure 31: Brand personality – macro image, September 2016
Tropicana is strong on delicious flavour but falls short on being creative
Figure 32: Brand personality – micro image, September 2016
Brand analysis
Tropicana widely seen to offer consistently high quality
Figure 33: User profile of Tropicana, September 2016
Innocent has a lead in perceptions of vibrancy and creativeness
Figure 34: User profile of Innocent, September 2016
Ribena has the best reputation with a strong traditional image
Figure 35: User profile of Ribena, September 2016
Vita Coco enjoys a strong image as unique
Figure 36: User profile of Vita Coco, September 2016
Oasis chases Vita Coco on cool stakes despite lacking in excitement
Figure 37: User profile of Oasis, September 2016
Capri-Sun considered tired and boring compared to rivals
Figure 38: User profile of Capri-Sun, September 2016
Robinsons Fruit Shoot is seen widely as fun
Figure 39: User profile of Robinsons Fruit Shoot, September 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
High usage signals enduring appeal of fruit juice, juice drink and smoothies
Cold-pressed and reduced sugar varieties still niche
Demand for clearer labelling of sugar and artificial sweeteners
Half see smaller servings as offering nutrients without too much sugar
All-British ingredients appeal to one in three, high protein to one in four
Chilled fruit juice leads on taste and refreshment

USAGE OF FRUIT JUICE, JUICE DRINKS AND SMOOTHIES
Drunk by nearly three quarters; fruit juice is the most popular segment
Figure 40: Usage of fruit juice, juice drinks and smoothies, September 2016
Over half drink juice drinks despite sugar concerns
Infrequent usage of smoothies presents a challenge to the market
Figure 41: Frequency of drinking fruit juice, juice drinks and smoothies, September 2016
Fruit juice from concentrate continues to be the most popular format
Figure 42: Types of fruit juice, juice drinks and smoothies drunk, September 2016
Cold-pressed varieties drunk by a minority
A fifth drink reduced sugar juice drinks
Around a quarter have drunk freshly made juice or smoothies
Freshly made by consumers
Freshly made in front of customers
Figure 43: Usage of drinking fruit juice, juice drinks and smoothies freshly made by or in front of consumers, September 2016

ATTITUDES TOWARDS FRUIT JUICES, JUICE DRINKS AND SMOOTHIES
Demand for clearer labelling of sugar and artificial sweeteners
Figure 44: Attitudes towards fruit juice, juice drinks and smoothies, September 2016
Half see smaller servings offering the nutrients without the sugar
Functional juices and smoothies could be a selling point
Figure 45: New product launches in the fruit juice, juice drinks and smoothies market carrying a functional health claim, November 2016
Smoothies would appeal as a meal replacement to parents of under-18s
Figure 46: Fruit juice, juice drinks and smoothies – CHAID – Tree output, September 2016

FRUIT JUICE, JUICE DRINK AND SMOOTHIE ENTICEMENTS
All-British ingredients spark the most interest
Figure 47: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2016
Focus on ‘wonky’ fruit and veg could support the category
High protein additions could appeal to fruit juice and smoothie drinkers

PERCEPTION OF FRUIT JUICE, JUICE DRINKS AND SMOOTHIES
Chilled fruit juice is deemed the tastiest and most refreshing drink
Figure 48: Qualities associated with fruit juice, juice drinks and smoothies, Correspondence Analysis, September 2016
Figure 49: Qualities associated with fruit juice, juice drinks and smoothies, September 2016
Ambient fruit juice seen as good value for money
Vegetable blend chilled juice most nutritious
Juice drinks seen to be processed and high in sugar
Coconut water perceived to be the most boring
Methodology

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

APPENDIX – MARKET SIZE AND FORECAST
Forecast Methodology
Figure 50: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by value, 2016-21
Figure 51: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by volume, 2016-21
Figure 52: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2011-21
Figure 53: Best- and worst-case forecasts for the UK fruit juice market, by value, 2016-21
Figure 54: Best- and worst-case forecasts for the UK fruit juice market, by volume, 2016-21
Figure 55: Forecast of UK sales of fruit juice, by volume, 2011-21
Figure 56: Best- and worst-case forecasts for the UK juice drinks market, by value, 2016-21
Figure 57: Best- and worst-case forecasts for the UK juice drinks market, by volume, 2016-21
Figure 58: Forecast of UK sales of juice drinks, by volume, 2011-21
Figure 59: Best- and worst-case forecasts for the UK smoothies market. by value, 2016-21
Figure 60: Best- and worst-case forecasts for the UK smoothies market, by volume, 2016-21
Figure 61: Forecast of UK sales of smoothies, by volume, 2011-21

APPENDIX – MARKET SHARE
Figure 62: UK retail sales of leading manufacturers in the fruit juice drinks market, by value and volume, 2014/15 and 2015/16
Figure 63: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2014/15 and 2015/16
Figure 64: UK retail sales of leading manufacturers in the smoothie market, by value and volume, 2014/15 and 2015/16

APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 65: New product launches in the Fruit Juice, Juice Drinks and Smoothies Market, by Top 10 Claims (sorted by 2015), 2012-16

APPENDIX – ADVERTISING AND MARKETING ACTIVITY
Figure 66: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five advertisers, 2012-16
Figure 67: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top five advertisers, 2012-16

APPENDIX – CONSUMER
Figure 68: Interest in trying fruit juice, juice drinks and smoothies containing different ingredients, by Types of drinks drunk in the last three months, September 2016

APPENDIX - CHAID ANALYSIS
Methodology
Figure 69: Fruit juice, juice drinks and smoothies – CHAID – Table output, September 2016

List of Table

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