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Juice and Juice Drinks - US - November 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Non-Alcoholic Drinks

No. of Pages : 226 Pages


While the category benefits from a health halo, the perception of high calories and sugar has stunted recent growth. More and more, health professionals are pointing to the dangers of juice consumption and encouraging moderation (or elimination), especially among children.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
The market
Juice and juice drink sales fall 4% from 2008-13, slight growth forecast
Figure 1: Total US sales and forecast of juice and juice drinks, at current prices, 2008-18
Market segmentation
Juice drinks gain share on 100% juice
Figure 2: Total US retail sales, forecast of 100% juice and juice drinks, by segment, at current prices, 2008-13
Innovation
Old standards lead, but new crop of tropical flavors may help grow category
Figure 3: Juice and juice drink launches, by top five flavors (and coconut), 2009-13*
Leading companies
Coca-Cola brands lead category, with 18.3% of sales and growing
Figure 4: MULO sales of juice and juice drinks, by top five leading companies, rolling 52 weeks 2012 and 2013
Retail channels
Supermarkets maintain largest share of sales despite largest losses
Figure 5: Total U.S. retail sales of 100% juice and juice drinks, by channel, at current prices, 2008-13
The consumer
Young consumers lead participation, juice drink consumption drops with age
Figure 6: Juice/juice drink consumption, by age, September 2013
Taste rules, but an interest in health is evident
Figure 7: Top five reasons for use, September 2013
What we think

Issues and Insights
What impact do sugar/sweeteners have on category participation?
Issues
Insight: Be explicit about nutritional information and boost health profiles
How can the category compete with other beverage offerings?
Issues
Insight: The category should differentiate itself
How can the category respond to consumer demand for affordability?
Issue
Insight: Low price points and value assurance are necessary to engaging consumers

Trend Applications
Trend: Factory Fear
Trend: Nouveau Poor
Mintel Futures: Brand Intervention

Market Size and Forecast
Key points
Juice and juice drink sales fall 4% from 2008-13, slight growth forecast
Sales of juice and juice drinks
Figure 8: Total US retail sales and forecast of juice and juice drinks, at current prices, 2008-18
Figure 9: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total US sales and forecast of juice and juice drinks, at current prices, 2008-18

Market Drivers
Key points
Juice consumption stagnates, orange juice struggles
Figure 11: Per capita juice consumption in gallons, by type, 2007-11
Consumers may be bored
Juice craze could help boost retail sales

Competitive Context
Consumers have an expanding array of drink options
Taste for flavored water grows
Tea steeped in success
Sports and energy drinks continue to see a boost
Juice can differentiate itself from the competition, may find success in mimicry
Make it sporty
Coconut with a kick
Hybrid popularity

Segment Performance
Key points
Juice drinks gain share on 100% juice
Figure 12: Total US retail sales of juice and juice drinks, by segment, at current prices, 2011 and 2013
100% juice sales decline by 10% from 2008-13
US retail sales and forecast of 100% juice
Figure 13: Total US retail sales and forecast of 100% juice, at current prices, 2008-18
Juice drink sales grow by 8% from 2008-13
US retail sales and forecast of juice drinks
Figure 14: Total US retail sales and forecast of juice drinks, at current prices, 2008-18

Retail Channels
Key points
Supermarkets maintain largest share of sales despite largest losses
Single-serve offerings meet interest in convenience, store brands allow for cost savings
Limited releases could drive retail sales
Figure 15: Total US retail sales of juice and juice drinks, by channel, at current prices, 2011 and 2013
Supermarket sales decline 8% from 2008-13
Supermarket sales of juice and juice drinks
Figure 16: US supermarket sales of juice and juice drinks, at current prices, 2008-13
Drug store sales jump 36% from 2008-13
Drug store sales of juice and juice drinks
Figure 17: US drug store sales of juice and juice drinks, at current prices, 2008-13
Other channel sales show little movement from 2008-13
Figure 18: US other channel sales of juice and juice drinks, at current prices, 2008-13
Natural supermarket sales grow 27% from 2011-13
Sales of juice and juice drinks in the natural channel
Figure 19: Natural supermarket sales of juice and juice drinks, at current prices, 2011-13*
Figure 20: Natural supermarket sales of juice and juice drinks, at inflation-adjusted prices, 2011-13*
Natural channel sales of juice and juice drinks by storage type
Figure 21: Natural supermarket sales of juice and juice drinks, by storage type, 2011 and 2013*
Natural channel sales of juice and juice drinks, by organic
Figure 22: Natural supermarket sales of juice and juice drinks, by organic, 2011 and 2013*

Leading Companies
Key points
Little movement seen among category leaders
MULO sales of juice and juice drinks
Figure 23: MULO sales of juice and juice drinks, by leading companies, rolling 52 weeks 2012 and 2013
Coca-Cola brands make up nearly one quarter of 100% juice sales
Tropicana drive PepsiCo growth
MULO sales of 100% juice
Figure 24: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2012 and 2013
Campbell makes strong gains with V8 brands
MULO sales of juice drinks
Figure 25: MULO sales of juice drinks, by leading companies, rolling 52 weeks 2012 and 2013

Innovations and Innovators
Range extensions, new packaging lead new product activity
Figure 26: Juice and juice drink launches, by launch type, 2009-13*
Figure 27: Juice and juice drink launches, by storage type, 2009-13*
Product claims need to align more closely with consumer interest
Figure 28: Juice and juice drink launches, by top 10 claims, 2009-13*
More attention on sugar/sweetener levels needed
Category should consider stevia
Launches offer a range of reduced calorie options
Bottles rule, cartons show strongest growth
Figure 29: Juice and juice drink launches, by package type, 2009-13*
Orange still leads, less common flavors gain steam
Figure 30: Juice and juice drink launches, by flavor, 2009-13*
Market still cuckoo for coconut, but growth slowing
Figure 31: MULO sales of coconut water*, at current prices, 2009-13
Tropical may represent a getaway from sales losses
Introduction of vegetables enables increased health perception, lower calories
Herbs and spices may add intrigue/value
Juice and juice drinks offer a delivery vessel for superfoods
Specific fruit varieties/origins may encourage trial
Functional benefits appeal to young shoppers, mimic competition

Marketing Strategies
Overview of brand landscape
Brand analysis: V8 (Campbell Soup Co.)
Figure 32: Brand Analysis of V8 Juice, 2013
Online initiatives
Figure 33: V8, “21 Day Challenge,” Website snapshot, 2013
Figure 34: V8 V-Fusion, Facebook Ad, 2013
TV presence
Figure 35: V8, “Husband and Wife,” TV Ad, 2013
Figure 36: V8, “Kick Butt,” TV Ad, 2013
Print and other
Partnerships/Cause marketing
Figure 37: V8 V-Fusion, Print Ad, 2013
Brand analysis: Simply Orange Juice Co. (Coca-Cola Co)
Figure 38: Brand Analysis of Simply Orange, 2013
Online initiatives
Figure 39: Simply Orange, “Share for Apple, Like for Cranberry,” Online Facebook Ad, 2013
TV presence
Figure 40: Simply Orange, “Secret Recipe,” TV Ad, 2012
Figure 41: Simply Orange, “What Could Be Sweeter?” TV Ad, 2013
Brand analysis: ZICO
Figure 42: Brand Analysis of ZICO, 2013
Online initiatives
TV presence
Figure 43: ZICO, “Julia Mancuso Pull-ups,” TV Ad, 2013
Print and other
Figure 44: ZICO, “Because not everyone is born with oomph,” Digital Ad, 2013

Social Media – Juice and Juice Drinks
Key points
Social media metrics
Figure 45: Key social media metrics, Oct. 2013
Market overview
Brand usage and awareness
Figure 46: Brand usage and awareness for selected juice/juice drink brands, Sept. 2013
Interaction with juice and juice drink brands
Figure 47: Interactions with select juice/juice drink brands, Sept. 2013
Online conversations
Figure 48: Word cloud of online mentions for Minute Maid, April 21-Oct. 20, 2013
Figure 49: Online mentions around select juice or juice drink brands, by day, April 21-Oct. 20, 2013
Where are people talking about juice and juice drinks?
Figure 50: Online mentions around select juice or juice drink brands, by page type, April 21-Oct. 20, 2013
What are people talking about?
Figure 51: Topics of discussion among the selected juice or juice drink brands, April 21-Oct. 20, 2013
Figure 52: Topics of discussion among the selected juice or juice drink brands, by page type, April 21-Oct. 20, 2013
Analysis by brand
Tropicana
Figure 53: Social media metrics – Tropicana, Oct. 2013
Key online campaigns
What we think
Minute Maid
Figure 54: Social media metrics – Minute Maid, Oct. 2013
Key online campaigns
What we think
Mott’s
Figure 55: Social media metrics – Mott’s, Oct. 2013
Key online campaigns
What we think
Simply Orange
Figure 56: Social media metrics – Simply Orange, Oct. 2013
Key online campaigns
What we think
Juicy Juice
Figure 57: Social media metrics – Oct. 2013
Key online campaigns
What we think
Florida’s Natural
Figure 58: Social media metrics – Florida’s Natural, Oct. 2013
Key online campaigns
What we think

Juice and Juice Drink Purchase
Key points
100% juice has high household penetration
Men are more likely to purchase frozen products
Figure 59: Juice/juice drink purchase, by gender, September 2013
18-44s over index in purchase
Figure 60: Juice/juice drink purchase, by age, September 2013
Figure 61: Personal juice/juice drink purchase, by age, September 2013
Young shoppers are good target for single-serve packaging
Figure 62: Juice/juice drink feature, by age, September 2013
Middle-income earning HHs are prime juice buyers
Figure 63: Juice/juice drink purchase, including nets, by household income, September 2013
One third of 100% juice drinkers have increased purchase
Figure 64: Change in purchase, by gender, September 2013

Consumption Frequency
Key points
Category can develop/market products for specific consumption occasion
Figure 65: Usage frequency*, by gender, September 2013
Consumers age 65+ most likely to drink juice every day
Figure 66: Usage frequency*, by age, September 2013

Reason for Use
Key points
Taste leads reasons for use
Men’s interest in health centers on benefits, while women want safety
Juice can follow lead of yogurt, cereal bars, promote healthy indulgence
Figure 67: Consumption occasion, by gender, September 2013
Young consumers lured by taste, older drinkers driven by health
Figure 68: Consumption occasion, by age, September 2013
Frequent drinkers driven by health
Figure 69: Consumption occasion, by usage frequency*, September 2013
Consumers seek health in 100% juice, room exists for frozen innovation
Figure 70: Consumption occasion, by fruit juice and juice drink usage, September 2013

Purchase Decision
Key points
Natural products, low price, and discounts drive purchase
Men are drawn to low price, while women may be swayed by coupons
Figure 71: Purchase decision, by gender, September 2013
Functional benefits influence young juice shoppers
while health concerns inform the purchase decisions of older shoppers
Figure 72: Purchase decision, by age, September 2013
Low price strongly influences low-income earning HHs
Figure 73: Purchase decision, by household income, September 2013

Consumption Barriers
Key points
Sugar, cost limit purchase
Figure 74: Reason for not purchasing or decreased purchase, by gender, September 2013
Health concerns limit use among older respondents
Figure 75: Reason for not purchasing or decreased purchase, by age, September 2013
Cost is a barrier for lower-income HHs, sugar/calories for higher earners
Figure 76: Reason for not purchasing or decreased purchase, by household income, September 2013

Attitudes Toward Sugar and Sweeteners
Key points
Nearly half of consumers don’t care for added sugar
Figure 77: Attitudes toward sugar and sweeteners, by gender, September 2013
Older users concerned with sugar, younger wary of artificial sweeteners
Figure 78: Attitudes toward sugar and sweeteners, by age, September 2013
Consumers looking for low calories not as concerned with sweeteners
Figure 79: Attitudes toward sugar and sweeteners, by fruit juice and juice drink features, September 2013

Custom Consumer Group – Households with Children
Key points
HHs with children are prime audience for category participation
Figure 80: Juice/juice drink purchase, by presence of children in household, September 2013
HHs with children are prime audience for category participation
Figure 81: Juice/juice drink purchase, by parents with children and age, September 2013
Room exists to promote juice drinks for adult consumption
Figure 82: Personal juice/juice drink purchase, including nets, by presence of children in household, September 2013
“Low-in” product less popular for children
Figure 83: Juice/juice drink feature, September 2013
High health profiles are of particular interest to parents of young kids
Figure 84: Purchase decision, by parents with children and age, September 2013

Impact of Race and Hispanic Origin
Key points
Hispanic consumers are a strong target for consumption
Figure 85: Juice/juice drink purchase, including nets, by race/Hispanic origin, September 2013
Purchase of 100% juice on the rise among Hispanics
Figure 86: Change in purchase, by race/Hispanic origin, September 2013
Hispanics are a strong audience for single-serve, low-in products
Figure 87: Juice/juice drink feature, by race/Hispanic origin, September 2013
Kids are likely strong drivers of participation among Hispanics
Figure 88: Consumption occasion, by race/Hispanic origin, September 2013
Hispanic consumers interested in functional benefits, flavor variety
Figure 89: Purchase decision, by race/Hispanic origin, September 2013
Figure 90: Purchase decision, by Hispanic origin and household income, September 2013
Asian consumers pay closer attention to sugar and sweeteners
Figure 91: Attitudes toward sugar and sweeteners, by race/Hispanic origin, September 2013
Figure 92: Attitudes toward sugar and sweeteners, by Hispanic origin and household income, September 2013
High price appears as the main deterrent for Hispanic consumers
Figure 93: Reason for not purchasing or decreased purchase, by race/Hispanic origin, September 2013

Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: Refrigerated Juices/Drinks – US
Overview of refrigerated juices/drinks
Refrigerated orange juice
Consumer insights on key purchase measures – refrigerated orange juice
Brand map
Figure 94: Brand map, selected brands of refrigerated orange juice buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 95: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2012*
Refrigerated fruit drinks
Consumer insights on key purchase measures – refrigerated fruit drinks
Brand map
Figure 96: Brand map, selected brands of refrigerated fruit drinks buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 97: Key purchase measures for the top brands of refrigerated fruit drinks, by household penetration, 2012*
Refrigerated lemonade
Consumer insights on key purchase measures – refrigerated lemonade
Brand map
Figure 98: Brand map, selected brands of refrigerated lemonade buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 99: Key purchase measures for the top brands of refrigerated lemonade, by household penetration, 2012*

Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: SS Bottled Juices – US
Overview of SS bottled juices
SS bottled fruit drinks
Consumer insights on key purchase measures – SS bottled fruit drinks
Brand map
Figure 100: Brand map, selected brands of SS bottled fruit drinks buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 101: Key purchase measures for the top brands of SS bottled fruit drinks, by household penetration, 2012*
SS bottled cranberry cocktail/juice drinks
Consumer insights on key purchase measures – SS bottled cranberry cocktail/juice drinks
Brand map
Figure 102: Brand map, selected brands of SS bottled cranberry cocktail/juice drinks buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 103: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice drinks, by household penetration, 2012*
SS bottled apple juice
Consumer insights on key purchase measures – SS bottled apple juice
Brand map
Figure 104: Brand map, selected brands of SS bottled apple juice buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 105: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2012*

Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: Aseptic Juices – US
Overview of aseptic juices
Aseptic juice drinks
Consumer insights on key purchase measures – aseptic juice drinks
Brand map
Figure 106: Brand map, selected brands of aseptic juice drinks buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 107: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2012*
Aseptic 100% juices
Consumer insights on key purchase measures – aseptic 100% juices
Brand map
Figure 108: Brand map, selected brands of aseptic 110% juices buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 109: Key purchase measures for the top brands of aseptic 100% juices, by household penetration, 2012*

Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: SS Canned Juices – US
Overview of SS canned juices
Canned juice drinks
Consumer insights on key purchase measures – canned juice drinks
Brand map
Figure 110: Brand map, selected brands of canned juice drinks buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 111: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2012*
Canned 100% vegetable/juice cocktail
Consumer insights on key purchase measures – canned 100% vegetable/juice cocktail
Brand map
Figure 112: Brand map, selected brands of canned vegetable juice/cocktail buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 113: Key purchase measures for the top brands of canned 100% vegetable juice/cocktail, by household penetration, 2012*
Canned 100% fruit juices
Consumer insights on key purchase measures – canned 100% fruit juices
Brand map
Figure 114: Brand map, selected brands of canned 100% fruit juices buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 115: Key purchase measures for the top brands of canned 100% fruit juices, by household penetration, 2012*

Appendix – Market Drivers
Consumer confidence
Figure 116: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 117: US unemployment rate, by month, 2002-13
Figure 118: US unemployment and underemployment rates, 2007-13
Figure 119: Number of employed civilians in US, in thousands, 2007-13
Food cost pressures
Figure 120: Changes in USDA Food Price Indexes, 2011-14
Obesity
Figure 121: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
Childhood and teen obesity – highest in decades
Figure 122: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 123: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 124: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 125: US population, by age, 2008-18
Figure 126: US households, by presence of own children, 2002-12

Appendix – Other Useful Consumer Tables
Juice/juice drink purchase
Figure 127: Juice/juice drink purchase, September 2013
Figure 128: Juice/juice drink purchase, including nets, by household size, September 2013
Figure 129: Personal juice/juice drink purchase, including nets, by gender, September 2013
Figure 130: Juice/juice drink purchase, including nets, by gender and age, September 2013
Figure 131: Personal juice/juice drink purchase, including nets, by gender and age, September 2013
Consumption frequency
Figure 132: Usage frequency*, by gender and age, September 2013
Product features
Figure 133: Juice/juice drink feature, by gender and age, September 2013
Figure 134: Juice/juice drink feature, by household size, September 2013
Other fruit juice and juice drink flavors
Figure 135: Other fruit juices and drinks, by race/Hispanic origin, May 2012-June 2013
Reasons for use
Figure 136: Consumption occasion, by household income, September 2013
Figure 137: Consumption occasion, by fruit juice and juice drink feature, September 2013
Purchase drivers
Figure 138: Purchase decision, by gender and age, September 2013
Figure 139: Purchase decision, by fruit juice and juice drinks, September 2013
Figure 140: Purchase decision, by consumption occasion, September 2013
Figure 141: Purchase decision, by consumption occasion, September 2013 (continued)
Attitudes toward sugar and sweeteners
Figure 142: Attitudes toward sugar and sweeteners, by gender and age, September 2013
Figure 143: Attitudes toward sugar and sweeteners, by household income, September 2013
Figure 144: Attitudes toward sugar and sweeteners, by fruit juice and juice drinks, September 2013
Figure 145: Attitudes toward sugar and sweeteners, by parents with children and age, September 2013
Consumption barriers
Figure 146: Reason for not purchasing or decreased purchase, by presence of children in household, September 2013

Appendix – Social Media
Brand usage or awareness
Figure 147: Brand usage or awareness, September 2013
Figure 148: Tropicana usage or awareness, by demographics, September 2013
Figure 149: Simply Orange usage or awareness, by demographics, September 2013
Figure 150: Minute Maid usage or awareness, by demographics, September 2013
Figure 151: Florida’s Natural usage or awareness, by demographics, September 2013
Figure 152: Juicy Juice usage or awareness, by demographics, September 2013
Figure 153: Mott’s usage or awareness, by demographics, September 2013
Activities done
Figure 154: Activities done, September 2013
Figure 155: Tropicana – Activities done, by demographics, September 2013
Figure 156: Simply Orange – Activities done, by demographics, September 2013
Figure 157: Minute Maid – Activities done, by demographics, September 2013
Figure 158: Florida’s Natural – Activities done, by demographics, September 2013
Figure 159: Juicy Juice – Activities done, by demographics, September 2013
Figure 160: Mott’s – Activities done, by demographics, September 2013
Online conversations
Figure 161: Online mentions around select juice or juice drink brands, by day, April 21-Oct. 20, 2013
Figure 162: Online mentions around select juice or juice drink brands, by page type, April 21-Oct. 20, 2013
Figure 163: Topics of discussion among the selected juice or juice drink brands, April 21-Oct. 20, 2013
Figure 164: Topics of discussion among the selected juice or juice drink brands, by page type, April 21-Oct. 20, 2013

Appendix – Information Resources Inc. Builders Panel Data Definitions
Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

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