866-997-4948(US-Canada Toll Free)

Juice and Juice Drinks - US - May 2017

Published By :

Mintel

Published Date : May 2017

Category :

Beverages

No. of Pages : N/A

Total sales of juice have stalled as the category faces the continued decline of 100% juice and stagnant sales of juice drinks. Consumers are increasingly choosing competing beverages over juice due to concerns surrounding the sugar content of juices and because of the innovation occurring in other beverage categories. Juices can combat declining sales by focusing on functionality while also developing new juices that satisfy unique occasions and need states.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
The juice market remains flat
Figure 1: Total US sales of juice, juice drinks, and smoothies, at current prices, 2011-21
Sugar concerns are behind falling sales
Figure 2: Juice consumption frequency, by juice segmentation, February 2017
Orange juice experiences YOY declines
Figure 3: Non-frozen OJ consumption, Fall 2012-16
The opportunities
Focus on functionality
Figure 4: Appealing juice attributes, February 2017
Consumers think of juice as a CSD alternative
Figure 5: CHAID analysis – Juice statement agreement, February 2017
Growing juice drinks satisfy unique needs
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Juice sales have stalled
Newer, trendier drinks are stealing juice/smoothie sales
Sugar’s role in the juice market may change due to rules and regulations
Juice consumption among kids is flat

MARKET SIZE AND FORECAST
The juice market falls flat
Figure 6: Total US sales of juice, juice drinks, and smoothies, at current prices, 2011-21
Figure 7: Total US retail sales and forecast of juice and juice drinks, at current prices, 2011-21
Figure 8: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2011-21

MARKET BREAKDOWN
100% juice continues its decline
Figure 9: Total US retail sales and forecast sales of juice and juice drinks, by segment, at current prices, 2011-21
Figure 10: Total US retail sales of juice and juice drinks, by segment, at current prices, 2014 and 2016
Convenience stores see growth of juice sales
Figure 11: Total retail sales of juice and juice drinks, by channel, at current prices 2011-16
Figure 12: Total US retail sales of juice and juice drinks, by channel, at current prices, 2014 and 2016
Natural channel experiences slight growth
Figure 13: Natural supermarket sales of juice and juice drinks, at current prices, rolling 52-weeks ending 2/22/15-2/19/17
Figure 14: Natural supermarket sales of juice and juice drinks, by segment, at current prices, rolling 52-weeks ending 2/22/15 and 2/19/17
Figure 15: Natural supermarket sales of juice and juice drinks, by organic ingredients, at current prices, rolling 52-weeks ending 2/22/15 and 2/19/17
Figure 16: Natural supermarket sales of refrigerated and shelf-stable juice and juice drinks*, by presence of alternative sweetener, at current prices, rolling 52-weeks ending 2/22/15 and 2/19/17

MARKET PERSPECTIVE
RTD soups blur the line between soups and smoothies
Juice declines on menus but becomes more complex
Figure 17: Change in incidence of the top 10 fruit juices on menus, Q4 2015-Q4 2016
Figure 18: Examples of juice with herbal and spice ingredients at restaurants
Made-to-order smoothies can be a fun on-the-go treat
Figure 19: MTO smoothie attitudes, any agree, February 2017
Nutritional and performance drinks compete with smoothies
Figure 20: Total US retail sales and forecast of nutritional and performance drinks, by segment, at current prices, 2011-21

MARKET FACTORS
Anti-sugar laws put juice in a gray legal zone
New FDA labels could change the conversation around sugar
Figure 21: Comparison of original versus new US nutritional fact label
Figure 22: Average grams of sugar per 100ml, all still juice, 2012-17
Americans are having fewer children and kid/teen juice consumption is erratic
Figure 23: Number of live births in thousands by year, 2000-15
Figure 24: Share of US HHs with presence of related* children, 2006-16
Figure 25: Consumption of juices among children (aged 6-11), 2012-16
Figure 26: Mean number of glasses of juice consumed in the past week, among children (aged 6-11) who drink juice type
Figure 27: Consumption of juices among teens (aged 12-17), 2012-16
Figure 28: Mean number of glasses of juice consumed in the past 30 days, among teens 9 (aged 12-17) who drink juice type
OJ prices likely to rise as Florida faces record-low orange harvest
Beverage blurring is an industry trend with both positives and negatives for the juice category
Figure 29: Ideal hybrid drink – Drink type, November 2016

KEY PLAYERS – WHAT YOU NEED TO KNOW
All major companies experience sales loss
Successful juice brands satisfy unique needs/occasions
Orange juice struggles as a staple drink
Niche functional drinks are growing

COMPANY AND BRAND SALES OF 100% JUICE, JUICE DRINKS, AND SMOOTHIES
All major players see a decline in sales
Figure 30: MULO sales of 100% juice, juice drinks, and smoothies, by leading companies, 52-weeks ending Feb. 19, 2017
100% juice is a pain point for companies
Figure 31: MULO sales of 100% juice, by leading companies and brands, rolling 52 weeks 2016 and 2017
Mixed bag for juice drink companies
Figure 32: MULO sales of juice drinks, by leading companies and brands, rolling 52 weeks 2016 and 2017
Smoothie sales rise at a slow rate
Figure 33: MULO sales of smoothies, by leading companies and brands, rolling 52 weeks 2016 and 2017

WHAT’S WORKING?
Coconut water sets itself apart in the juice market
Bring on the bubbles
Consumers are sweet on lemonade

WHAT’S STRUGGLING?
Refrigerated orange juice continues to decline
Figure 34: Household non-frozen orange juice consumption, Fall 2012-16
Campbell’s sees declines of its vegetable juice brands
Mixes are missing out
Figure 35: MULO sales of juice drink mixes, 2013-16
Smoothie growth is tapering
Figure 36: MULO sales of Naked Juice Smoothies (all brands), 2014-16

WHAT’S NEXT?
Not your father’s lemonade
Figure 37: Lemonade examples at restaurants, Q4 2016
It’s a gut feeling
Figure 38: New still juice products, functional claims, 2012-17
Figure 39: Natural supermarket sales of refrigerated and shelf-stable juice and juice drinks, by pre- and probiotic content, at current prices, rolling 52-weeks ending 2/22/15 and 2/19/17
Vim and vinegar
Make it a mocktail

THE CONSUMER – WHAT YOU NEED TO KNOW
iGens are key juice drinkers
Most consumers are moderate juice drinkers
Functional juice attributes may increase juice consumption
Consumers think of juice as a CSD alternative
Consumer concerns over sugar are driving the decline of the juice market

JUICE PRODUCT PURCHASES
100% fruit juice remains the most purchased juice type
Figure 40: HH juice purchases, February 2017
iGens lead juice drink purchases
Figure 41: HH juice purchases, by generation, February 2017
Younger women are buying more healthful juices
Figure 42: HH juice purchases, by age and gender, February 2017
Hispanics buy a variety of juices
Figure 43: HH juice purchases, by Hispanic origin, February 2017
Figure 44: HH juice purchases, by race, February 2017
Young, affluent consumers are coconut water buyers
Figure 45: HH juice purchases, by HH income, February 2017
Figure 46: HH coconut water purchases, by HH income and age, February 2017
Juice purchases varies by location
Figure 47: HH juice purchases, by location, February 2017
Parents are 100% juice buyers
Figure 48: HH juice purchases, by parental status under 45, February 2017
Figure 49: HH juice purchases, by number of children under 18 in HH, February 2017
Healthy Believers are key 100% fruit juice buyers
Figure 50: Juice consumption frequency, by juice segmentation, February 2017

JUICE CONSUMPTION FREQUENCY
A majority of consumers are moderate juice drinkers
Figure 51: Juice consumption frequency, February 2017
Consumption frequency depends on juice attitudes
Figure 52: Juice consumption frequency, by juice segmentation, February 2017
Higher earners are more on both ends of the drinker spectrum
Figure 53: Juice consumption frequency, by HH income, February 2017

JUICE ATTRIBUTE APPEAL
Specific juice attributes resonate with consumers
Figure 54: Appealing juice attributes, February 2017
Functional juices appeal to iGens
Figure 55: Appealing juice attributes, by generation, February 2017
Certain attributes can attract Sugar Concern consumers
Figure 56: Appealing juice attributes, by juice segmentation, February 2017
Smoothie drinkers are interested in functional beverages
Figure 57: Appealing juice attributes, by juice type drinkers, February 2017
Reducing sugar levels may increase juice consumption among infrequent drinkers
Figure 58: Appealing juice attributes, by juice type drinkers, February 2017
Reaching consumers through specific attributes
Figure 59: Appealing juice attributes, by juice type drinkers, February 2017

JUICE TYPE ASSOCIATION
Vegetable juice falls short of important associations
Figure 60: Correspondence analysis – Juice association, February 2017
Older consumers drive positive sentiment around vegetable juice
Figure 61: Juice association, vegetable juice, by generation, February 2017
Men and women have varying associations of juices
Figure 62: Juice association, fruit juice, by gender, February 2017
Figure 63: Juice association, smoothies, by gender, February 2017
Figure 64: Juice association, vegetable juice, by gender, February 2017

JUICE ATTITUDES
Juice can be a CSD alternative
Figure 65: Juice statement agreement, February 2017
CHAID analysis: juice as a CSD alternative
Figure 66: CHAID analysis – Juice statement agreement, February 2017
Sugar concerns are why infrequent drinkers don’t consume more juice
Figure 67: Juice statement agreement, by any juice frequency consumption, February 2017
Older consumers consider juice a staple breakfast drink
Figure 68: Juice statement agreement, by generation, February 2017
Urbanites and rural consumers have very different perceptions of juice
Figure 69: Juice statement agreement, by area, February 2017
Demographically, Healthy Believers and Sugar Concern consumers are opposites
Figure 70: Statement agreement, by age and gender, by income, February 2017
Figure 71: Statement agreement, by age and HH income, February 2017
Juice is not a staple drink for Sugar Concern consumers
Figure 72: Juice statement agreement, by juice segmentation, February 2017
Parents are more likely to doubt the healthfulness of juice
Figure 73: Juice statement agreement, by parental status under 45, February 2017

JUICE PACKAGING APPEAL
Consumers prefer plastic packaging
Figure 74: Juice packaging appeal, February 2017
Figure 75: Purchase intent of still juice by packaging material, March 2016-March 2017
Glass packaging appeals to older consumers
Figure 76: Juice packaging appeal, February 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Mintel Menu Insights

APPENDIX – THE MARKET
Figure 77: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2011-21
Figure 78: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2011-21
Figure 79: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2011-21
Figure 80: US supermarket sales of juice and juice drinks, at current prices, 2011-16
Figure 81: US convenience store sales of juice and juice drinks, at current prices, 2011-16
Figure 82: US sales of juice and juice drinks through other retail channels, at current prices, 2011-16

APPENDIX – CORRESPONDENCE ANALYSIS
Methodology

APPENDIX – CHAID ANALYSIS
Methodology

APPENDIX – TURF ANALYSIS
Methodology
Figure 83: TURF Analysis – Appealing juice attributes, by juice type drinkers, February 2017

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *