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Fruit and Vegetable Juices: U.S. Market Trends

  • April 2013
  • -
  • Packaged Facts
  • -
  • 112 pages

Fruit and Vegetable Juices: U.S. Market Trends

When defined in terms of overall dollar sales and volume consumption, the market for fruit juices and juice drinks has remained remarkably stable for years. Packaged Facts estimates that between 2007 and 2012 dollar sales of fruit and vegetable juices and juice drinks barely budged and that the volume of juice and juice drinks consumed by households hardly kept up with population growth.

Yet, underneath its apparently placid surface, the market for juices and drinks has been roiled by undercurrents of constant, unpredictable change. Traditional consumption patterns are rapidly changing as consumers continue to turn away from classic products such as frozen orange juice. For example, between 2007 and 2012, the consumption of orange juice declined by 3.6%. Frozen orange juice experienced an especially significant decline (-14.7%).

As they reject the traditional, consumers are embracing new juices and juice drinks with wildly innovative forms and flavors. Many of the products achieving the highest growth rates are those riding the wave of trends and fads driven by juice bars and smoothie chains that have had a seemingly overnight impact on the tastes of health-obsessed juice consumers.

As a result, the market for packaged fruit and vegetable juices has been upended. No longer do consumers need to frequent juice bars or natural and specialty gourmet retail channels to find novel blends and flavors. They only need to cruise the aisles and perimeter of their nearest supermarket to find a wide range of cutting-edge products such as exotic blends of fruit juices, unexpected combinations of fruit and vegetable juices, smoothies, coconut water, aloe vera juice, and juices made from mysterious, antioxidant-rich “superfruits.”

This new Packaged Facts report analyzes how the fruit and vegetable juice market has evolved into its current configuration and identifies what marketers need to do to stay on top of even more challenging changes in the future. The report pays particular attention to the competitive threats facing marketers of packaged juices and highlights how they can take advantage of emerging market opportunities.

Fruit and Vegetable Juices: U.S. Market Trends identifies a number of factors that are likely to lead to accelerating growth in a market that has showed little momentum in recent years. First, it is likely that the increase in the number of large households as a result of the rise in the population of multicultural consumers will have a disproportionate impact upon growth in the overall market for juices and juice drinks. Furthermore, Packaged Facts anticipates that there will be an intensive effort on the part of juice marketers to respond to consumer concerns about the high sugar content of their products by introducing a broader array of low-calorie products based on safe alternatives to sugar. It is also expected that marketers will continue to innovate and launch new, premium, high-profit, better-for-you juice products that attract health-conscious Millennials and Boomers seeking out the latest flavor fad.

Market Definition

This Packaged Facts report defines the market for fruit and vegetable juices and juice drinks on the basis of product segments provided by SymphonyIRI InfoScan Reviews, which tracks sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but excluding Walmart) with annual sales of $2 million or more. SymphonyIRI InfoScan divides the juice and juice drink category into the following major product types or segments: aseptic juices and juice drinks; juice and juice drink concentrates; bottled juices; canned juices; frozen juices; and refrigerated juices and drinks. Where SymphonyIRI InfoScan data allow, the report further breaks down each segment into fruit and vegetable juices.

Table Of Contents

Fruit and Vegetable Juices: U.S. Market Trends
Chapter 1 Executive Summary

Market Definition
Methodology


Topline Insights and Opportunities

Health Concerns Infiltrate the Market
Major CPG Juice Marketers Need to Confront Competition from Unexpected Sources
Juicing Companies Muscle into CPG Channels
Continuous Innovation Can Provide Platform for Growth
Healthy Alternatives to Sugar Offer a Path to the Future for Juice Marketers
Juice Marketers Can Benefit from Targeting Multicultural Families


SalesTrends

American Households Turn Away from Frozen OJ to Other Kinds of Juices and Juice Drinks
Fast-Growing Juice Products Reflect Broader Trends
Market for Juices and Juice Drinks Nears $20 Billion
Mass-Market Juice Sales Stay Flat
Growth Expected to Accelerate
Retail Sales Will Exceed $21 Billion in 2017


The Competitors

Coca-Cola Co. and PepsiCo Control One-Third of Mass Market
Tropicana Brand Tops in Mass Market
Marketers' Success Varies across Segments of Mass Juice Market
The Cola Wars Morph into a Pitched Battle for the Juice Market
Campbell Soup Company Scoops Up Bolthouse Farms


Marketing and New Product Trends

Juice Companies Appeal to Consumers' Consciences with Cause-Related Marketing Campaigns
Simply Cranberry Tops List of New Juice Products in Mass Market
Coconut Water Generates Controversy and Sales
Could Beet Juice Become the Next Health Fad?
Cacao Juice Becomes Latest “Superfood” to Hit the Market
Spicy Flavors Expected to Heat Up Juice Market
New Products Reflect Key Market Trends


Consumer Trends

Foil Pouches Gain in Popularity
Mixed Flavors and Blends Boost Appeal
Low-Calorie Juice Products Gain Favor
High-Volume Juice Drinkers Drive Market
Age Affects Juice Preferences
Latinos Important to Orange Juice Marketers, African Americans Key Segment in Other Fruit Juices and Drinks
Older Consumers Look for Diet/Low Calorie Fruit Juices and Fruit Drinks



Chapter 2 Topline Insights and Opportunities Topline Insights

Juice Market Stagnant on the Surface but Has Wild Currents Underneath
Health-Conscious Consumers Flock to Better-for-You Super-Premium Juice Products
Health Concerns Infiltrate the Market
Major CPG Juice Marketers Need to Confront Competition from Unexpected Sources
Table 2-1: SymphonyIRI-Tracked Dollar Sales of Fruit and Vegetable Juices and Juice Drinks for 52 Weeks Ending January 27, 2013: Top 20,Private Label and All Other Marketers
Table 2-2: SymphonyIRI-Tracked Dollar Sales of Fruit and Vegetable Juices and Juice Drinks by Top 20 Marketers, 52 Weeks Ending January 27,2013
Juicing Companies Muscle into CPG Channels


Key Opportunities

Continuous Innovation Can Provide Platform for Growth
Table 2-3: SymphonyIRI-Tracked Dollar Sales of Bottled and Refrigerated Fruit Juices by Type/Flavor Showing Sales Growth for 52 Weeks Ending January 27, 2013
Healthy Alternatives to Sugar Offer a Path to the Future for Juice Marketers
Traditional Flavors Can Still Work
Table 2-4: Trends in Flavors of Fruit Juices/Drinks (Other than Orange Juice) Used Most, 2012
Table 2-5: SymphonyIRI-Tracked Dollar Sales of Frozen, Bottled and Refrigerated Fruit Juices and Drinks by Flavor for 52 Weeks Ending January 27, 2013
Juice Marketers Can Benefit from Targeting Multicultural Families



Chapter 3 Sales Trends Historical Trends

American Households Turn Away from Frozen OJ to Other Kinds of Juices and Juice Drinks
Table 3-1: Number of Glasses of Juice/Juice Drinks Consumed Daily by Households by Category of Juice, 2007 vs. 2012
Table 3-2: Average Number of Glasses Consumed Daily by Households by Category of Juice, 2007 vs. 2012
Table 3-3: SymphonyIRI-Tracked Dollar Sales of Frozen Juices by
Type/Flavor, 52 Weeks Ending January 27, 2013 Fast-Growing Juice Products Reflect Broader Trends
Table 3-4: SymphonyIRI-Tracked Dollar Sales of Juice and Juice Drink Products Ranked by Growth, 52 Weeks Ending January 27, 2013
Table 3-5: SymphonyIRI-Tracked Dollar Sales of Refrigerated Juices and Juice Drinks by Type/Flavor, 52 Weeks Ending January 27, 2013
Table 3-6: SymphonyIRI-Tracked Dollar Sales of Bottled Fruit Juices by Type/Flavor, 52 Weeks Ending January 27, 2013


Market Size and Composition

Market for Juices and Juice Drinks Nears $20 Billion
Table 3-7: U.S. Retail Sales of Fruit and Vegetable Juices and Juice Drinks, 2007-2012
Refrigerated Juices Lead Market
Table 3-8: U.S. Retail Sales of Fruit Juices by Category, 2012


Retail Distribution Channels

Walmart Exceptionally Important Channel in Market for Juices and Juice Drinks
Distribution Channels Analyzed
Figure 3-1: Share of U.S. Retail Sales of Juices and Juice Drinks by Retail Channel, 2012
Mass-Market Juice Sales Stay Flat
Figure 3-2: Juice Types as Percent of Total SymphonyIRI-Tracked Dollar Sales of Fruit and Vegetable Juices, 52 Weeks Ending January 27,2013
Canned Juices Make a Move in the Mass Market
Table 3-9: SymphonyIRI-Tracked Dollar Sales of Juice and Juice Drink Products Ranked by Type, 52 Weeks Ending January 27, 2013
Mass-Market Volume Sales Down
Table 3-10: SymphonyIRI-Tracked Sales of Fruit and Vegetable Juices by Dollar and Volume Growth, 52 Weeks Ending January 27, 2013
Healthy Uptick in Dollar Sales of Juices in Natural Channel
Table 3-11: SPINSscan-Tracked Dollar Sales of Juices in Natural Supermarket Channel by Type of Juice, 52 Weeks Ending February 16, 2013
Figure 3-3: Juice Categories as Percent of Total SPINSscan-Tracked Dollar Sales of Juices in Natural Supermarket Channel by Type of Juice, 52 Weeks Ending February 16, 2013
Juice Sales in Specialty Gourmet Channel Less Robust
Table 3-12: SPINSscan-Tracked Dollar Sales of Juices in Specialty Gourmet Channel by Type of Juice, 52 Weeks Ending February 16, 2013
Figure 3-4: Juice Categories as Percent of Total SPINSscan-Tracked Dollar Sales of Juices in Specialty Gourmet Channel by Type of Juice, 52 Weeks Ending February 16, 2013


Factors Affecting the Growth of the Market

Demographic Trends Favor Growth in Juice Market
Figure 3-5: Percent Population Growth in Non-Hispanic White and Multicultural Population Segments, 2015-2055
Table 3-13: Percent of Total Household Consumption of Juices and Juice Drinks by Non-Hispanic White and Multicultural Consumers
Continuous Innovation Will Enable CPG Marketers to Ride Juicing Wave
Super-Premium Juices Promise Super Profits
Parental Anxiety about Sugar May Stunt Growth of Juice Market
Marketers Mitigate Potential Damage by Responding to Consumer Concerns
Juice Sales May Suffer as More Supermarkets Promote Better Balance
between Juice and Fruits for Children
Grocers Start to Compete with Packaged Juices by Offering Fresh Squeezed
Juices
Bottled Water May Yet Prove to Be Arch-Enemy of Juices
Projected Market Growth
Growth Expected to Accelerate
Retail Sales Will Exceed $21 Billion in 2017
Table 3-14: Projected U.S. Retail Sales of Fruit and Vegetable Juices and
Juice Drinks, 2012-2017



Chapter 4 The Competitors Overview

Coca-Cola Co. and PepsiCo Control One-Third of Mass Market
Figure 4-1: Marketers with Largest Shares of SymphonyIRI-Tracked Dollar Sales of Fruit and Vegetable Juices and Juice Drinks by Leading Marketers, 52 Weeks Ending January 27, 2013
Tropicana Brand Tops in Mass Market
Table 4-1: SymphonyIRI-Tracked Dollar Sales of Fruit and Vegetable Juices and Juice Drinks by Leading Marketers, 52 Weeks Ending January 27, 2013
More Households Choose Ocean Spray Brand
Table 4-2: Fruit Juice Brands Used Most by Households (except Orange Juice)
Table 4-3: Orange Juice Brands Used Most by Households
Table 4-4: Tomato/Vegetable Juice Brands Used Most by Households


Marketer and Brand Shares by Market Segment

Coca-Cola Company Gains Ground on PepsiCo in Refrigerated Juices Segment
Table 4-5: SymphonyIRI-Tracked Dollar Sales of Refrigerated Juices by Leading Marketers, 52 Weeks Ending January 27, 2013
Kraft Foods Dominates Aseptic Segment
Table 4-6: SymphonyIRI-Tracked Dollar Sales of Aseptic Juice Drinks by Leading Marketers, 52 Weeks Ending January 27, 2013
Table 4-7: SymphonyIRI-Tracked Dollar Sales of Aseptic Juices by Leading Marketers, 52 Weeks Ending January 27, 2013
Coconut Water Brands Generate Most Growth in Aseptic Segment
Table 4-8: SymphonyIRI-Tracked Dollar Sales of Aseptic Juices and Juice Drinks by Leading Brands, 52 Weeks Ending January 27, 2013
Ocean Spray Leads in Mass Market for Bottled Fruit Juices
Table 4-9: SymphonyIRI-Tracked Dollar Sales of Bottled Fruit Juices by Leading Marketers, 52 Weeks Ending January 27, 2013
Campbell's V8 Brand Holds the Lead in Bottled Vegetable Juices
Table 4-10: SymphonyIRI-Tracked Dollar Sales of Bottled Vegetable Juices by Leading Marketers, 52 Weeks Ending January 27, 2013
Top Spot in Canned Juices Segment Goes to Campbell's
Table 4-11: SymphonyIRI-Tracked Dollar Sales of Canned Juices and Juice Drinks by Leading Marketers and Brands, 52 Weeks Ending January 27, 2013
Jamba Brand Makes a Move in Frozen Juice Segment
Table 4-12: SymphonyIRI-Tracked Dollar Sales of Frozen Juices by Leading Marketers, 52 Weeks Ending January 27, 2013


Selected Competitor Profiles

The Coca-Cola Company and PepsiCo: The Cola Wars Morph into a Pitched Battle for the Juice Market
Ocean Spray Cranberries Inc. Posts Record Sales
Campbell Soup Company Scoops Up Bolthouse Farms



Chapter 5 Marketing and New Product Trends Marketing Trends

Juice Companies Appeal to Consumers' Consciences with Cause-Related Marketing Campaigns
AriZona Beverages Succeeds in Partnership with Golf Icon


New Product Trends

Simply Cranberry Tops List of New Juice Products in Mass Market
Table 5-1: SymphonyIRI-Tracked Dollar Sales of New Juice and Juice Drink Products Ranked by Dollar Sales, 52 Weeks Ending January 27,2013
Coconut Water Generates Controversy and Sales
Table 5-2: SymphonyIRI-Tracked Dollar Sales of Coconut Water by Top
Brands, 52 Weeks Ending January 27, 2013
Could Beet Juice Become the Next Health Fad?
Cacao Juice Becomes Latest “Superfood” to Hit the Market
Spicy Flavors Expected to Heat Up Juice Market
Starbucks' Evolution Fresh Brings Unique Twist to Premium Juice Market
Arizona Beverages Debuts Fan-Picked Flavor
Marketers Add Fizz to Juices and Juice to Sparkling Water



Chapter 6 Consumer Trends Trends in Consumer Behavior

Foil Pouches Gain in Popularity
Table 6-1: Forms of Fruit Juices (Other than Orange Juice) Used Most, 2010 vs. 2012
Mixed Flavors and Blends Boost Appeal
Table 6-2: Trends in Flavors of Fruit Juices/Drinks (Other than Orange Juice)
Used Most, 2007 vs. 2012
Consumers Move to Refrigerated, Ready-to-Drink Juices
Table 6-3: Types of Fruit Juices and Juice Drinks (Other than Orange Juice) Used Most, 2007 vs. 2012
Low-Calorie Juice Products Gain Favor
Table 6-4: Types of Fruit Juices and Juice Drinks Most Often Used(Other than Orange Juice): 2007 vs. 2012
High-Volume Juice Drinkers Drive Market
Table 6-5: Impact of High-Volume Juice Consumers by Category of Juice
Table 6-6: No. of Households Drinking Four or More Glass of Juice Daily by Category of Juice as Percent of Total Juice Consumption
Table 6-7: No. of Households Drinking Four or More Glass of Juice Daily by Category of Juice


Demographic Insights

Health Juices No Longer Just for Women Looking to Trim Down—Guys Hit the Gym With A Juice In Hand
Gender Gap Seen in Juice Preferences
Table 6-8: Flavors, Types and Forms of Fruit Juices (Other than Orange Juice) Used Most by Gender
Age Affects Juice Preferences
Table 6-9: Major Differences in Flavors of Fruit Juices (Other than Orange Juice) Used Most across Age Groups
Multicultural Consumers Critical to Juice Marketers
Table 6-10: Non-Hispanic White, Hispanic, Non-Hispanic Black and Other Non-Hispanic Households as Percent of All Households and as Percent of Total Daily Household Consumption of Juice and Juice Drinks
Latinos Important to Orange Juice Marketers, African Americans Key Segment in Other Fruit Juices and Drinks
Table 6-11: Percent of Total Daily Household Consumption of Juice and Juice Drinks by Non-Hispanic White, Hispanic, Non-Hispanic Black and Other Non-Hispanic Consumers
Major Differences in Juice Preferences of Latinos and African Americans
Table 6-12: Flavors, Types and Forms of Fruit Juices (Other than Orange Juice) Used Most by Race and Hispanic Origin
Households with Children Go For All Kinds of Juice Flavors
Table 6-13: Flavors, Types and Forms of Fruit Juices (Other than Orange Juice) Used Most by Households with Children
Young, Multicultural Adults with Children at the Core of Households Consuming Large Volumes of Juice
Figure 6-1: Percent of Adults Living in Households with One or More Children Consuming 4+ Glasses of Juice per Day by Category of Juice
Figure 6-2: Percent of Adults Living in Households with Five or More People Consuming 4+ Glasses of Juice per Day by Category of Juice
Table 6-14: Demographic Profile of Adults Living in Households Consuming 4+ Glasses of Juice per Day by Category of Juice
Older Consumers Look for Diet/Low Calorie Fruit Juices and Fruit Drinks
Figure 6-3: Percent of Adults Who Use Diet/Low Calorie Juices and Regular Juices Most Who Are 55 Years Old and Over
Table 6-15: Demographic Profile: Consumers Who Drink Diet/Low-Calorie Fruit Juices vs. Regular Fruit Juices
Natural Channel Shoppers Display Distinct Juice Preferences
Table 6-16: Fruit Juice Preferences (Excluding Orange Juice) of Food Shoppers: Trader Joe's/Whole Foods vs. Walmart



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