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Fruit Juice and Juice Drinks: The Consumer - US - January 2010

In this two-part report on fruit juice and juice drinks, Mintel takes an in-depth consumer-centric view of the market. The market-centric view is covered in Mintel’s Fruit Juice and Juice Drinks: The Market—U.S., February 2010. This report allows fruit juice/juice drinks manufacturers and marketers to get a glimpse into not only the consumption trends, but also consumer behavior and attitude toward juice/juice drinks to help develop new product development and marketing strategies designed to reach the core consumer groups in the most effective way.

Following are some of the core themes explored in this report:

  • Fruit juice and juice drinks consumption trends among adults, teens, and kids
  • What flavors adults, teens and kids prefer in juice/juice drinks; how flavor choices differ or converge among these demographic groups
  • How the current recession has impacted the consumer behavior in purchasing juice/drinks
  • What view consumers take toward added sugar and artificial sweeteners in fruit juice/drinks; what manufacturers can do to overcome the high-calorie barrier to reach health-conscious consumers
  • Why consumer are drinking more or less fruit juice/drinks, compared to the last year
  • How consumer associate fruit juice/juice drinks purchase with packaging
  • What attributes do core groups such as blacks, Hispanics and parents, particularly moms desire in fruit juice/juice drinks
  • What types of new products may be able to compete effectively with other non-alcoholic beverages that attract consumers away from fruit juice/juice drinks

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                • Overall juice/drinks consumption remains unchanged; orange juice declines
                  • Teens move away from juices/drinks; population trends dampen growth
                    • Kids aged 6-11 are the key consumer; target moms effectively
                      • Recession has hurt the fruit juice/drinks market
                        • Packaging appearance is important to fruit juice/drinks users
                          • Added sugar is the biggest reason non-drinkers avoid juice/drinks
                          • Insights and Opportunities—A Consumer-centric View

                            • There is nothing sweet about sugar and sweeteners in juice/juice drinks
                              • Growth opportunities exist for water-diluted juices
                                • Natural sugar added is acceptable to some
                                  • Artificial sweeteners viewed as unhealthy and unpalatable; can stevia infuse growth in low-sugar juices/drinks?
                                    • Manufacturers need to add “excitement” quotient to fruit juice/drinks packaging
                                      • But, be careful when tinkering with the packaging
                                      • Inspire Trends

                                          • What’s it about
                                            • What we have seen
                                              • Implications for the industry
                                              • Market Drivers—Health and Wellness Trends

                                                • Key points
                                                  • The number of adults watching their diets appears to have reached its high, but is still substantial
                                                    • Figure 1: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                  • Adults watching their diet seek low-fat, low-sugar food products
                                                    • Figure 2: Attributes diet-watchers look for in food, 2006 and 2009
                                                  • Adult obesity levels in the U.S. stabilize but still remain a cause of concern
                                                    • Figure 3: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2006
                                                  • Consumer and government concerns for obesity-related issues spell negative outlook for juice industry
                                                    • Figure 4: Reasons for watching/controlling diet, 2006 and 2009
                                                  • Number of obese children and teens increases at an alarming rate in the U.S.
                                                    • Figure 5: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2006
                                                  • High-fructose corn syrup alienates consumers
                                                  • Market Drivers—Demographic and Economic Factors

                                                    • Key points
                                                      • Households with children impact fruit juice and juice drinks sales
                                                        • Figure 6: Households, by presence of children, 1998-2008
                                                      • Kids’ population growth offers better prospects for 2009-14 period
                                                        • Figure 7: Population of kids aged 6-11, 2004-14
                                                      • Teen population growth to remain flat; need to work on frequency growth
                                                        • Figure 8: Teen population by age, 2004-14
                                                      • Black and Hispanic population projections offer growth potential for the market
                                                        • Figure 9: Population by race and Hispanic origin, 2004-14
                                                      • Recession constricts household spending on fruit juice and juice drinks
                                                        • Teen unemployment rate at all time high; suggests less spending on beverages
                                                        • The Consumer: Usage and Consumption volume

                                                          • Key points
                                                            • Orange juice consumption declines in U.S. households
                                                                • Figure 10: Incidence of household fruit juice/juice drinks consumption, by type, May 2004-June 2009
                                                              • Personal consumption of fruit juice, pre-prepared juice drinks, and powdered juice drinks
                                                                • Age defines core consumers
                                                                  • High income households under index on pre-prepared and powdered juice drinks
                                                                    • Households with children and with higher number of people are core consumers
                                                                      • Figure 11: Personal consumption of 100% fruit juice, juice drinks and powdered soft drinks, by key demographics, November 2009
                                                                    • Orange juice consumption volume is much higher than that of other juice/drinks
                                                                      • Figure 12: Household consumption volume of different types of juices on an average day, May 2004-June 2009
                                                                    • Bigger households and with children exhibit higher consumption
                                                                      • Higher income HHs exhibit lower than average consumption
                                                                          • Figure 13: Volume of consumption of different types of juices in HHs, by age, race/Hispanic origin, household income, number of people in household and presence of children, April 2008-June 2009
                                                                      • Orange Juice: Brands, Form of Packaging, Types and Kinds used

                                                                        • Tropicana is the brand of orange juice used most (bottles/cans/cartons)
                                                                          • Figure 14: Orange juice brands used in HH, by presence of children, April 2008-June 2009
                                                                        • Household orange juice (bottles/cans/cartons) consumption by the status of refrigeration
                                                                          • Figure 15: Orange juice (bottles/cans/cartons) used in household, by status of refrigeration, by presence of children, April 2008-June 2009
                                                                        • Household orange juice (bottles/cans/cartons) consumption by the form of packaging
                                                                          • Figure 16: Type of orange juice (bottles/cans/cartons) used in household, by the form of packaging, by number of people in household, April 2008-June 2009
                                                                        • Household orange juice (bottles/cans/cartons) consumption by kind
                                                                          • Figure 17: Orange juice (bottles/cans/cartons) used in household, by kind, by presence of children, April 2008-June 2009
                                                                      • Other Fruit Juice/Drinks: Brands, Form of Packaging, Type and Refrigeration

                                                                        • Ocean Spray is the top brand choice in other fruit juice/drinks
                                                                          • Figure 18: Other fruit juice/juice drinks brands used in HH, by presence of children, April 2008-June 2009
                                                                        • Apple is the top flavor choice in other juice/drinks
                                                                          • Figure 19: Other fruit juice/juice drinks flavors used in HH, by presence of children, April 2008-June 2009
                                                                        • Other fruit juice/juice drinks consumption by status of frozen and refrigeration
                                                                          • Figure 20: Other fruit juice/juice drinks used in HH, by frozen and refrigeration status, by household income, April 2008-June 2009
                                                                        • Majority of other fruit juice/juice drinks users report using regular kind in HH
                                                                          • Figure 21: Other fruit juice/juice drinks used in HH, by regular/diet, by number of people in household, April 2008-June 2009
                                                                        • Other fruit juice/juice drinks consumption by the form of packaging
                                                                          • Figure 22: Other fruit juice/juice drinks used in HH, by form of packaging, by number of people in the household, April 2008-June 2009
                                                                      • Frozen Orange Juice: Usage by Brands and Type

                                                                        • Minute Maid and Tropicana, and private labels are the top choice in frozen orange juice
                                                                          • Figure 23: Frozen orange juice brands used in HH, by household income, April 2008-June 2009
                                                                        • Frozen orange juice consumption by type
                                                                          • Figure 24: Frozen orange juice used in HH, by type, by presence of children, April 2008-June 2009
                                                                      • Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks

                                                                        • Low price is the biggest attribute consumers look for in juice/drinks
                                                                          • Consumers are more likely to look for pro-health attributes in 100% juice than drinks
                                                                            • One in three adults looks for national brand, one in four for private label in juice/drinks
                                                                              • Organic claim is more likely to be successful in 100% fruit juice
                                                                                • Single-serve packaging more desirable in juice drinks
                                                                                  • Functional and carbonated attributes are low in demand
                                                                                    • Figure 25: Attributes considered when purchasing 100% fruit juice, pre-prepared juice drinks, and powdered soft drinks, October/November 2009
                                                                                • Consumer Behavior: Impact of Economy, Environment and Packaging

                                                                                  • A majority of buyers buy on sale and use private labels
                                                                                    • Fruit juice/drinks users report change in purchase behavior due to the recession
                                                                                      • Family-size packaging has dual attraction for consumers
                                                                                        • Packaging is an important consideration in purchase behavior
                                                                                            • Figure 26: Attitudes toward economy, environment, and packaging in relation to juice buying, by age, October/November 2009
                                                                                            • Figure 27: Attitudes toward economy, environment, and packaging in relation to juice buying, by household income, October/November 2009
                                                                                        • Preference for Fruit Juice-based Beverages

                                                                                          • Fruit juice hybrids—tea, energy drinks and probiotic juices exhibit promising response
                                                                                            • Figure 28: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by age, October/November 2009
                                                                                          • Households with children appear to be more receptive to juice hybrid beverages
                                                                                            • Figure 29: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by presence of children, October/November 2009
                                                                                        • Attitude: Juice Blends and Carbonated Juice, Super-Premium Juices and Sweeteners

                                                                                          • Response to new flavors/blends, carbonated juice is favorable
                                                                                            • Super-premium juices lose their luster; face competition from lower-priced juices/drinks
                                                                                              • Artificial sweeteners as well as stevia score low on taste scorecard
                                                                                                • Figure 30: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by age, October/November 2009
                                                                                            • Incidence of Using More or Less Fruit Juice/Juice Drinks compared to Last Year

                                                                                              • Incidence of drinking more juice is twice that of incidence of drinking less in last year
                                                                                                • Figure 31: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by age, October/November 2009
                                                                                              • Reasons for drinking more fruit juice compared to a year ago
                                                                                                  • Figure 32: Reasons for drinking more juice compared to a year ago, by gender, October/November 2009
                                                                                                • Reasons for drinking less fruit juice/juice drinks compared to a year ago
                                                                                                  • Figure 33: Reasons for drinking less fruit juice/juice drinks compared to a year ago, by gender, October/November 2009
                                                                                                • Households with children are more price-sensitive during the recession
                                                                                                  • Figure 34: Reasons for drinking less fruit juice/juice drinks compared to a year ago, by presence of children, October/November 2009
                                                                                              • Reasons for not Drinking Fruit Juice or Juice Drinks

                                                                                                • High calorie status of fruit juice/drinks remains the biggest reason for non-consumption
                                                                                                    • Figure 35: Reasons for not drinking fruit juice or juice drinks, by gender, October/November 2009
                                                                                                • Impact of Race and Hispanic Origin

                                                                                                  • Blacks are the key consumer in the market followed by Hispanics
                                                                                                    • Figure 36: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by race/Hispanic origin, November 2009
                                                                                                    • Figure 37: Household consumption volume* of different types of juices, by race/Hispanic origin, April 2008-June 2009
                                                                                                  • Blacks and Asians report high usage of top brands in orange juice
                                                                                                    • Figure 38: Orange juice brands used in HH, by race/Hispanic origin, April 2008-June 2009
                                                                                                  • Other fruit juice consumption by top brands
                                                                                                    • Figure 39: Other fruit juice/juice drinks brands used in HH, by race/Hispanic origin, April 2008-June 2009
                                                                                                  • Other fruit juice/juice drinks consumption by flavor
                                                                                                    • Figure 40: Other fruit juice/juice drinks flavors used in HH, by race/Hispanic origin, April 2008-June 2009
                                                                                                  • Preference for fruit juice-based beverages
                                                                                                    • Figure 41: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by race/Hispanic origin, October/November 2009
                                                                                                • The Teen Consumer: Usage, Consumption volume, and Flavor Preferences

                                                                                                  • Key points
                                                                                                    • Teen consumption of orange juice and other juice/juice drinks declines during 2004-09
                                                                                                        • Figure 42: Personal consumption of different types of non-alcoholic beverage among teens, May 2004-June 2009
                                                                                                      • Female teen key consumer; male teens more interested in energy drinks and regular soda
                                                                                                          • Figure 43: Personal consumption of different types of beverage among teens, by gender, April 2008-June 2009
                                                                                                        • Asian teens the key consumer; black teens prefer other juice/juice drinks
                                                                                                            • Figure 44: Personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2008-June 2009
                                                                                                          • Consumption volume of fruit juice/juice drinks declines among teens
                                                                                                              • Figure 45: Personal consumption volume of different types of beverage among teens, May 2004-June 2009
                                                                                                            • Apple is the top fruit-flavor choice among teens in other fruit juice/drinks
                                                                                                                • Figure 46: Other fruit juice/juice drinks flavors used by teens, by gender, April 2008-June 2009
                                                                                                              • Black teens are the prime target for most fruit flavors in juice/drinks
                                                                                                                  • Figure 47: Other fruit juice/juice drinks flavors used by teens, by race/Hispanic origin, April 2008-June 2009
                                                                                                                • Teens do not have the monopoly in choosing a favorite brand
                                                                                                                    • Figure 48: Incidence of teens making brand purchase decision for brands of other juice/juice drinks, by gender, April 2008-June 2009
                                                                                                                • The Kid Consumer

                                                                                                                  • Key points
                                                                                                                    • Fruit juice and drinks consumption remains unchanged among kids
                                                                                                                        • Figure 49: Personal consumption of different types of beverage among kids, May 2004-June 2009
                                                                                                                      • Pre-teens gravitate towards competing beverages
                                                                                                                          • Figure 50: Personal consumption volume of different types of beverage among kids, by age, April 2008-June 2009
                                                                                                                        • Juice/drinks consumption among kids remains unaffected by the recession and competition
                                                                                                                            • Figure 51: Personal consumption volume of different types of juices among kids, May 2004-June 2009
                                                                                                                            • Figure 52: Personal consumption volume of different types of juices among kids, by age, April 2008-June 2009
                                                                                                                          • Kids aged 6-11 prefer lemonade flavor in other juice/lemonade
                                                                                                                              • Figure 53: Personal consumption of different types of beverage among kids, by age, April 2008-June 2009
                                                                                                                            • Younger kids have favorite flavors in the house most of the time
                                                                                                                                • Figure 54: How often kids’ favorite flavors of beverages are in the house, by age, May 2004-June 2009
                                                                                                                            • Cluster Analysis

                                                                                                                                • Essentialists
                                                                                                                                  • Enhancers
                                                                                                                                    • Traditionalists
                                                                                                                                      • Cluster characteristics
                                                                                                                                        • Figure 55: Fruit juice clusters, October 2009
                                                                                                                                        • Figure 56: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by fruit juice clusters, October 2009
                                                                                                                                        • Figure 57: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners by fruit juice/drinks clusters, October 2009
                                                                                                                                        • Figure 58: Attitudes toward economy, environment, packaging, and hybrid beverages, by fruit juice/drinks clusters, October 2009
                                                                                                                                      • Cluster demographics
                                                                                                                                        • Figure 59: Fruit juice clusters, by gender, October 2009
                                                                                                                                        • Figure 60: Fruit juice clusters, by age group, October 2009
                                                                                                                                        • Figure 61: Fruit juice clusters, by household income, October 2009
                                                                                                                                        • Figure 62: Fruit juice clusters, by race, October 2009
                                                                                                                                        • Figure 63: Fruit juice clusters, by Hispanic origin, October 2009
                                                                                                                                      • Cluster methodology
                                                                                                                                      • Custom Consumer Groups

                                                                                                                                        • Moms
                                                                                                                                          • Moms are key consumer for both orange juice and other juice/drinks
                                                                                                                                            • Figure 64: Incidence of household fruit juice/juice drinks consumption, by type, by moms and non-moms, April 2008-June 2009
                                                                                                                                          • Moms report much higher HH consumption volume than non-moms of using all types of juices
                                                                                                                                              • Figure 65: Household consumption volume* of different types of juices, by moms and non-moms, April 2008-June 2009
                                                                                                                                            • Moms are more likely to choose family-size and individual packaging in other juice/juice drinks
                                                                                                                                              • Figure 66: Other fruit juice/juice drinks used in HH, by form of packaging, by moms and non-moms, April 2008-June 2009
                                                                                                                                            • Moms more sensitive to recession, buy juice on sale, and have visual association with favorite brands
                                                                                                                                                • Figure 67: Attitudes toward economy, environment, and packaging, by gender and parents/non-parents, October/November 2009
                                                                                                                                              • Moms favor water-diluted juice, new flavors and blends
                                                                                                                                                • Figure 68: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender and presence of children, October/November 2009
                                                                                                                                              • Flavor choices vary among Hispanics by the level of acculturation
                                                                                                                                                  • Figure 69: Other fruit juice/juice drinks flavors used in HH by flavor, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                              • Appendix: Additional Adult Consumer Comparisons

                                                                                                                                                • Desired attributes in fruit juice (100%), juice drinks and powdered juice drinks
                                                                                                                                                  • Figure 70: Attributes considered when purchasing 100% fruit juice, by age, October/November 2009
                                                                                                                                                  • Figure 71: Attributes considered when purchasing pre-prepared juice drinks, by age, October/November 2009
                                                                                                                                                  • Figure 72: Attributes considered when purchasing powdered juice drinks, by age, October/November 2009
                                                                                                                                                • Consumer behavior: Impact of economy, environment and packaging
                                                                                                                                                  • Figure 73: Attitudes toward economy, environment, and packaging in relation to juice buying, by gender, October/November 2009
                                                                                                                                                  • Figure 74: Attitudes toward economy, environment, and packaging in relation to juice buying, by number of people in household, October/November 2009
                                                                                                                                                  • Figure 75: Attitudes toward economy, environment, and packaging in relation to juice buying, by presence of children, October/November 2009
                                                                                                                                                • Preference for fruit juice-based beverages
                                                                                                                                                  • Figure 76: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by gender, October/November 2009
                                                                                                                                                  • Figure 77: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by household income, October/November 2009
                                                                                                                                                  • Figure 78: Preference for fruit juice-based beverages, tea, energy drinks and probiotics, by number of people in household, October/November 2009
                                                                                                                                                • Attitude: Juice blends and carbonated juice, super-premium juices and sweeteners
                                                                                                                                                  • Figure 79: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender, October/November 2009
                                                                                                                                                  • Figure 80: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by household income, October/November 2009
                                                                                                                                                  • Figure 81: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by presence of children, October/November 2009
                                                                                                                                                  • Figure 82: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by number of people in household, October/November 2009
                                                                                                                                                • Incidence of using more or less fruit juice/juice drinks compared to last year
                                                                                                                                                  • Figure 83: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by gender, October/November 2009
                                                                                                                                                  • Figure 84: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by presence of children, October/November 2009
                                                                                                                                                  • Figure 85: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by household income, October/November 2009
                                                                                                                                                • Reasons for drinking more fruit juice compared to a year ago
                                                                                                                                                  • Figure 86: Reasons for drinking more juice compared to a year ago, by presence of children, October/November 2009
                                                                                                                                                • Reasons for not drinking fruit juice or juice drinks
                                                                                                                                                  • Figure 87: Reasons for not drinking fruit juice or juice drinks, by presence of children, October/November 2009
                                                                                                                                              • Appendix: Additional Race/Hispanic Origin Comparisons

                                                                                                                                                • Orange juice: Brands, form of packaging, types and kinds
                                                                                                                                                  • Figure 88: Orange juice (bottles/cans/cartons) used in household, by status of refrigeration, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                • Household orange juice (bottles/cans/cartons) consumption by kind
                                                                                                                                                  • Figure 89: Orange juice (bottles/cans/cartons) used in household, by kind, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                • Household orange juice (bottles/cans/cartons) consumption by the form of packaging
                                                                                                                                                  • Figure 90: Type of orange juice (bottles/cans/cartons) used in household, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                • Other fruit juice/juice drinks consumption by status of frozen and refrigeration
                                                                                                                                                  • Figure 91: Other fruit juice/juice drinks used in HH, by frozen and refrigeration status, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                • Other fruit juice/juice drinks consumption by the form of packaging
                                                                                                                                                  • Figure 92: Other fruit juice/juice drinks used in HH, by form of packaging, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                • Frozen orange juice: Usage by brands and type
                                                                                                                                                  • Frozen orange juice consumption by brand
                                                                                                                                                    • Figure 93: Frozen orange juice brands used in HH, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                  • Frozen orange juice consumption by type
                                                                                                                                                    • Figure 94: Frozen orange juice used in HH, by type, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                  • Attitude: Juice blends and carbonated juice, super-premium juices and sweeteners
                                                                                                                                                    • Figure 95: Attitudes toward juice blends and carbonated juice, super-premium juice, and sweeteners, by race/Hispanic origin, October/November 2009
                                                                                                                                                  • Consumer behavior: Impact of economy, environment and packaging
                                                                                                                                                    • Figure 96: Attitudes toward economy, environment, and packaging, by race/Hispanic origin, October/November 2009
                                                                                                                                                • Appendix: Additional Custom Consumer Comparisons

                                                                                                                                                  • Moms and non-moms differ a lot in their fruit flavor choices
                                                                                                                                                    • Figure 97: Other fruit juice/juice drinks flavors used in HH, by moms and non-moms, April 2008-June 2009
                                                                                                                                                  • Incidence of using more or less fruit juice/juice drinks compared to last year
                                                                                                                                                    • Figure 98: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by gender and presence of children, October/November 2009
                                                                                                                                                  • Reasons for drinking more fruit juice compared to a year ago
                                                                                                                                                    • Figure 99: Reasons for drinking more juice compared to a year ago, by gender and presence of children, October/November 2009
                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • American Beverage Association, The
                                                                                                                                                  • Concord Grape Association
                                                                                                                                                  • Food Marketing Institute
                                                                                                                                                  • Greenfield Online
                                                                                                                                                  • National Soft Drink Association
                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                  Fruit Juice and Juice Drinks: The Consumer - US - January 2010

                                                                                                                                                  £3,199.84 (Excl.Tax)