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Fruit Juice and Juice Drinks - US - January 2012

The fruit juice and juice drinks market grew by 1% in 2011, which is an improvement on the 1.7% decline witnessed in 2009 and no gain (0%) in 2010. Nevertheless, the market remains challenged with a number of issues, the foremost being juice and drinks’ high calorie status, which does not bode well amid the high incidence of diabetes among U.S. adults, and the consumer trend toward maintaining a healthy weight. The market has growth potential through innovation, especially in diet products with the right attributes—no artificial sweeteners, right taste, and innovative flavors. The other major challenge in the market is the consumer migration from fruit juice (100%) to fruit drinks.

Nevertheless, the market has some bright spots including continued growth in coconut water, smoothies, and a few low-calorie innovations. In this report, Mintel explores the challenges that the market has been facing and identifies growth opportunities. This report looks into a range of topics, including the following:

  • Trends in the household consumption of fruit juice and fruit drinks
  • Difference in personally buying and drinking fruit juice and juice drinks
  • The impact of negative press surrounding the alleged presence of chemicals such as arsenic, lead, and fungicide in certain apple, grape, and orange juices, on the overall fruit juice and drinks market
  • A discussion on the new product launches in the market and a recommendation on formulating products that may appeal to the consumer
  • Fruit juice and drinks drinkers’ attitude toward sweeteners in juice and juice drinks
  • Attitudes toward different flavors and types of fruit juice and juice drinks
  • Fruit juice and drinks buyers’ behavior and response toward price increases
  • Exploration of reasons for drinking fruit juice and fruit drinks among those who use these beverages
  • A discussion on the ongoing popularity of coconut water, profile of the key coconut water consumer, and the beverage’s future outlook (special supplement)

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Table of contents

  1. Introduction

    • Scope and Themes
      • Definition
        • Data sources
          • Sales data
            • Advertising creative
              • Consumer survey data
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market at a glance
                        • Fruit drinks outperform fruit juices in 2011
                          • Fruit juice/drinks consumers are price sensitive; rising prices may stall growth
                            • Coca-Cola is the top player in the market
                              • Orange is the top flavor in new products and a favorite among consumers
                                • Frozen orange juice consumption declines among key groups
                                  • Sugar continues to be the nemesis of fruit juice and drinks
                                    • More than half of juice/drinks users have noticed price increases
                                      • Coconut water is a bright spot in the market
                                      • Insights and Opportunities

                                        • Can Starbucks infuse growth into super-premium juices/drinks?
                                          • Placement in the produce aisle
                                            • New product recommendation
                                              • Fruit juice blends with functional vegetable juice
                                                • Reinvent traditional flavors with fruit varietals, herbs, and flowers
                                                • Inspire Insights

                                                    • Inspire Trend: “A Simple Balance for Health”
                                                      • Inspire Trend: “Snack Society”
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • In 2011, growth occurs from price increases; volume on decline
                                                            • Figure 1: Trends in FDMx dollar and volume sales and prices, 2006-11
                                                          • Innovation can bring much-needed growth
                                                            • Sales and forecast of juice and juice drinks
                                                              • Figure 2: Total U.S. retail sales and forecast of juice and juice drinks, at current prices, 2006-16
                                                              • Figure 3: Total U.S. retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2006-16
                                                            • Fan-chart forecast
                                                                • Figure 4: Fan-chart forecast for juice and juice drinks, at best-, worst-, and central-case scenario, 2006-16
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Key points
                                                                  • Decline in households with children negatively affects juice/drinks
                                                                    • Figure 5: Households, by presence of children, 2001-11
                                                                  • Household size matters
                                                                    • Figure 6: Household size, 2001-11
                                                                  • Kids and teens population is a key driver
                                                                    • Figure 7: Kids and teens population, 2006-16
                                                                    • Figure 8: Kids’ (aged 6-11) frequency of going to grocery store, by race/Hispanic origin, April 2010-June 2011
                                                                  • Hispanics and blacks offer growth opportunities
                                                                    • Figure 9: Population, by race and Hispanic origin, 2006-16
                                                                    • Figure 10: Average number of children in households, by race/Hispanic origin of householder, 2011
                                                                    • Figure 11: Household size, by race/Hispanic origin of householder, 2011
                                                                  • Aging Baby Boomers are a lucrative consumer segment
                                                                    • Figure 12: Population, by age 18+, 2006-16
                                                                  • Arsenic scare can negatively affect apple and grape juice
                                                                    • Presence of fungicide in Brazilian orange juice may negatively affect the juice market
                                                                      • Obesity trends continue to disfavor juice/drinks
                                                                        • Figure 13: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                                        • Figure 14: Presently watching diet, May 2004-June 2011
                                                                        • Figure 15: Reasons for watching diet, May 2004-June 2011
                                                                      • There is a need to increase the proportion of diet products in new juice/drinks launches
                                                                        • Figure 16: Proportion of diet juice/drinks products in total new products, 2006-11
                                                                        • Figure 17: Attitude/opinion about food, May 2004-June 2011
                                                                      • Fruit juice/drinks consumers are price sensitive; rising prices may stall growth
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Vegetable juices/drinks gain favor among health-conscious consumers
                                                                            • Fresh produce poses competition for juices
                                                                              • Competition from fruit-flavored nonalcoholic beverages intensifies
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Juice cedes share to juice drinks
                                                                                    • Total sales of fruit juice and juice drinks, by segment
                                                                                      • Figure 18: U.S. sales of juice and juice drinks, by segment, 2006-16
                                                                                      • Figure 19: Total U.S. sales of juices and juice drinks, 2009-2011
                                                                                  • Segment Performance—Fruit Juice (100%)

                                                                                    • Key points
                                                                                      • Refrigerated juice sales decline, but the format gains market share
                                                                                        • Aseptic packaging format is the only one to show growth
                                                                                          • Bottled juices suffer from “lack of freshness” perception
                                                                                            • Figure 20: FDMx sales of fruit juice, by form, 2009 and 2011
                                                                                          • Orange flavor gains market share; grape declines
                                                                                            • Figure 21: FDMx sales of fruit juice, by flavor*, 2009 and 2011
                                                                                          • Juice sales growth will depend on innovation and price fluctuations
                                                                                            • Total sales of fruit juice (100%)
                                                                                              • Figure 22: U.S. sales of fruit juice (100%), 2006-16
                                                                                          • Segment Performance—Fruit Drinks

                                                                                            • Key points
                                                                                              • Refrigerated juice drinks gain market share
                                                                                                • Figure 23: FDMx sales of fruit juice drinks, by form, 2009 and 2011
                                                                                              • Lemonade/limeade flavors shine in juice drinks
                                                                                                • Figure 24: FDMx sales of juice drinks, by flavor*, 2009 and 2011
                                                                                              • Fruit drinks offer better outlook than fruit juice
                                                                                                • Total sales of fruit drinks
                                                                                                  • Figure 25: U.S. sales of fruit drinks, 2006-16
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Supermarkets and discount channels lose market share
                                                                                                    • Figure 26: U.S. sales of juice and juice drinks, by retail channel, 2009 and 2011
                                                                                                • Companies and Brands

                                                                                                  • Key points
                                                                                                    • A snapshot of major players in the market
                                                                                                      • Private labels decline, but still strong
                                                                                                        • Figure 27: FDMx fruit juice and juice drink sales of leading companies, 2010 and 2011
                                                                                                    • Brand Share—Fruit Juice (100%)

                                                                                                      • Key points
                                                                                                        • Tropicana gets another packaging makeover
                                                                                                          • Minute Maid introduces “not-from-concentrate” orange juice, new packaging
                                                                                                            • Simply Orange continues to thrive
                                                                                                              • Florida’s Natural thrives on packaging innovation and “not-from-concentrate” positioning
                                                                                                                • Super-premium brands fail to impress
                                                                                                                  • Manufacturer and brand shares
                                                                                                                    • Figure 28: FDMx brand sales of fruit juice (100%), 2010 and 2011
                                                                                                                  • Nestlé Juicy Juice remains flat
                                                                                                                    • V8 V-Fusion, the fruit and vegetable blend, shows decline
                                                                                                                      • Figure 29: FDMx brand sales of fruit juice (100%), 2010 and 2011
                                                                                                                  • Brand Share—Fruit Drinks

                                                                                                                    • Key points
                                                                                                                      • Capri Sun propels Kraft’s growth
                                                                                                                        • Ocean Spray’s diet version grows
                                                                                                                          • Manufacturer and brand shares
                                                                                                                            • Figure 30: FDMx brand sales of fruit drinks, 2010 and 2011
                                                                                                                          • Trop50 crosses $100 million mark; Naked smoothies infuses growth
                                                                                                                            • Figure 31: FDMx brand sales of fruit drinks 2010 and 2011
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Pace of innovation higher in fruit drinks compared to fruit juice
                                                                                                                            • Figure 32: New fruit juice and drinks products, 2006-11
                                                                                                                          • Fruit juice (100%) and drinks—new product claims
                                                                                                                            • Figure 33: Top 10 claims in new fruit juice (100%) products, 2006-11
                                                                                                                            • Figure 34: Top 10 claims in new fruit juice drinks (100%) products, 2006-11
                                                                                                                          • Orange is the top flavor in new fruit juice products
                                                                                                                            • Figure 35: Top 10 flavors in new fruit juice (100%) products, 2006-11
                                                                                                                            • Figure 36: Top 10 flavors in new fruit juice drinks (100%) products, 2006-11
                                                                                                                          • PepsiCo the topmost innovator in fruit juice
                                                                                                                            • Figure 37: Top 10 companies by fruit juice (100%) innovation, 2011
                                                                                                                            • Figure 38: Top 10 companies by fruit drinks innovation, 2011
                                                                                                                          • Packaging innovations center on carafe-style and see-through formats
                                                                                                                            • Fruit and vegetable blends continue to appear in new products
                                                                                                                              • Juices/drinks enriched with coffee’s superfruit gain traction
                                                                                                                                • Superfruits on the decline, but still strong
                                                                                                                                  • Figure 39: New fruit juice and drinks products with top superfruit flavors/ingredients*, 2006-11
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview
                                                                                                                                  • Minute Maid introduces “Pure Squeezed” line extension
                                                                                                                                    • Figure 40: Minute Maid TV ad, “Just Kidding,” 2011
                                                                                                                                  • Ocean Spray takes a dig at vegetable juices; V8 responds in kind
                                                                                                                                    • Figure 41: Ocean Spray TV ad, “The Winner,” 2011
                                                                                                                                    • Figure 42: V8 TV ad, “Veggie Style Morning,” 2011
                                                                                                                                  • SunnyD targets teens; compares with soda
                                                                                                                                    • Figure 43: SunnyD TV ad, “My Mom,” 2011
                                                                                                                                  • Trop50 gets risqué
                                                                                                                                    • Figure 44: Trop50 TV ad, “The Hedge Trimmer,” 2011
                                                                                                                                  • Tropicana shows off its new packaging
                                                                                                                                    • Figure 45: Tropicana TV ad, “New Clear Bottle,” 2011
                                                                                                                                • The Consumer: Usage and Frequency of Use

                                                                                                                                  • Key points
                                                                                                                                    • Trends in household fruit and vegetable juice and drinks consumption
                                                                                                                                      • Figure 46: Incidence of household juice/drinks usage, by type, May 2004-June 2011
                                                                                                                                    • Personal consumption of fruit juice
                                                                                                                                      • Figure 47: Incidence of purchasing 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, October 2011
                                                                                                                                    • Women are primary juice and drinks shoppers
                                                                                                                                      • Figure 48: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by gender, October 2011
                                                                                                                                    • Adults aged 18-24 show gap in buying and drinking behavior
                                                                                                                                      • Figure 49: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by age, October 2011
                                                                                                                                    • Households with children are key consumers
                                                                                                                                      • Figure 50: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by presence of children in household, October 2011
                                                                                                                                    • Trends in volume consumption of juice/juice drinks in U.S. households
                                                                                                                                      • Figure 51: Household frequency of drinking different types of juice on an average day, May 2004-June 2011
                                                                                                                                    • Orange juice: brands, form of packaging, types, and kinds
                                                                                                                                      • Household orange juice (bottles/cans/cartons) consumption by the status of refrigeration
                                                                                                                                        • Figure 52: Household orange juice (bottles/cans/cartons) consumption by status of refrigeration, by presence of children, April 2010-June 2011
                                                                                                                                      • Tropicana remains on top, but fails to grow penetration
                                                                                                                                          • Figure 53: Household Orange juice consumption by brands, by presence of children, April 2010-June 2011
                                                                                                                                        • Bottled orange juice gains popularity during 2005-11
                                                                                                                                          • Figure 54: Household orange juice consumption by the form of packaging, by number of people in household, April 2010-June 2011
                                                                                                                                        • Household orange juice (bottles/cans/cartons) consumption by kind
                                                                                                                                            • Figure 55: Household orange juice consumption by kind, by number of people in household, April 2010-June 2011
                                                                                                                                          • Other fruit juice/drinks: brands, form of packaging, type, and refrigeration
                                                                                                                                            • Ocean Spray is the top brand choice in other juice/drinks
                                                                                                                                                • Figure 56: Other fruit juice/juice drinks consumption by top 15 brands, private label, and other brands, presence of children, April 2010-June 2011
                                                                                                                                              • Other fruit juice/juice drinks consumption by status of frozen and refrigeration
                                                                                                                                                • Figure 57: Other fruit juice/juice drinks consumption by status of frozen and refrigeration, by household income, April 2010-June 2011
                                                                                                                                              • Other fruit juice/juice drinks consumption: regular vs. diet
                                                                                                                                                • Figure 58: Other fruit juice/juice drinks consumption by regular vs. diet, by presence of children, April 2010-June 2011
                                                                                                                                              • Other fruit juice/juice drinks consumption by the form of packaging
                                                                                                                                                  • Figure 59: Household other fruit juice/juice drinks consumption by form of packaging, by presence of children, April 2010-June 2011
                                                                                                                                                • Other fruit juice/juice drinks consumption by flavor
                                                                                                                                                    • Figure 60: Household other fruit juice/juice drinks consumption by fruit flavor, by presence of children, April 2010-June 2011
                                                                                                                                                  • Frozen orange juice: usage by brands and type
                                                                                                                                                    • Frozen orange juice consumption by brand
                                                                                                                                                      • Figure 61: Household frozen orange juice consumption by brands, by household income, April 2010-June 2011
                                                                                                                                                    • Frozen orange juice consumption by type
                                                                                                                                                      • Figure 62: Household frozen orange juice consumption by type, by presence of children, April 2010-June 2011
                                                                                                                                                  • Consumer-preferred Juice and Juice Drinks Attributes

                                                                                                                                                    • Key points
                                                                                                                                                      • Low price is the top attribute in both fruit juice and juice drinks
                                                                                                                                                        • Fruit juice buyers are more likely to look for pro-health attributes, compared to fruit drink buyers
                                                                                                                                                          • One in eight juice buyers and one in seven juice drinks buyers look for functional ingredients
                                                                                                                                                            • National brands more popular than private labels
                                                                                                                                                              • Figure 63: Consumer preferred attributes in 100% juice, pre-pared juice drinks, or powdered juice drinks, October 2011
                                                                                                                                                          • Reasons for Not Drinking Fruit Juice and Juice Drinks

                                                                                                                                                            • Competition from produce is the biggest reason for not drinking juice/drinks
                                                                                                                                                              • Sugar/sugar type impedes growth
                                                                                                                                                                • Figure 64: Reasons for not drinking fruit juice or juice drinks by gender, October 2011
                                                                                                                                                            • Consumer Behavior and Response Toward Price Increases

                                                                                                                                                              • Key points
                                                                                                                                                                • More than half of juice/drinks users have noticed price increases
                                                                                                                                                                  • Figure 65: Incidence of consumer noticing price increases in 100% juice and juice drinks, October 2011
                                                                                                                                                                • Consumer behavior and response toward price increases
                                                                                                                                                                    • Figure 66: Consumer response to price increases in favorite fruit juice or juice drink brand, October 2011
                                                                                                                                                                  • Households with two or more kids are more likely to exhibit a change in behavior
                                                                                                                                                                    • Figure 67: Consumer response to price increases in their favorite fruit juice (100%) brand, by presence of children in household, October 2011
                                                                                                                                                                    • Figure 68: Consumer response to price increases in their favorite (pre-prepared and powdered) juice drinks brand, by presence of children in household, October 2011
                                                                                                                                                                • Attitudes Toward Sweeteners in Juice and Juice Drinks

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Adding sugar to 100% juices alienates consumers
                                                                                                                                                                      • Artificial sweeteners have negative impact; stevia-sweetened juice/drinks may offer growth
                                                                                                                                                                        • High-fructose corn syrup bothers juice/drinks buyers
                                                                                                                                                                          • A good proportion of juice/drinks buyers notice presence of arsenic in apple juice
                                                                                                                                                                            • Figure 69: Attitude toward sweeteners in juice and juice drinks, October 2011
                                                                                                                                                                        • Reasons for Drinking Fruit Juice and Juice Drinks

                                                                                                                                                                          • Juice and drinks makers need to connect with right messages and positioning
                                                                                                                                                                            • Figure 70: Reasons for drinking 100% fruit juice or juice drinks, October 2011
                                                                                                                                                                        • Attitude Toward Different Flavors and Types of Fruit Juice and Drink

                                                                                                                                                                          • Orange juice is the most-purchased juice type for taste and health
                                                                                                                                                                            • Superfruits’ taste less popular than their perceived health benefits
                                                                                                                                                                              • Figure 71: Attitude toward different flavor and type of fruit juice and juice drinks, October 2011
                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                            • Minorities exhibit higher-than-average incidence of juice/drinks usage
                                                                                                                                                                              • Figure 72: Incidence of household juice/drinks usage, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                              • Figure 73: Household volume consumption of different types of juice, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                            • Tropicana more popular among blacks and Asians
                                                                                                                                                                              • Figure 74: Household orange juice consumption by brands, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                              • Figure 75: Other fruit juice/juice drinks consumption by top 15 brands and private label brands, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                              • Figure 76: Other fruit juice/juice drinks consumption by status of frozen and refrigeration, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                              • Figure 77: Incidence of consumer noticing price increases in 100% fruit juice, by race/Hispanic origin, October 2011
                                                                                                                                                                              • Figure 78: Consumer response to price increase in their favorite fruit juice (100%) brand, by race/Hispanic origin, October 2011
                                                                                                                                                                          • Custom Consumer Group

                                                                                                                                                                            • Women 18-34 are the key consumers, especially for juice drinks
                                                                                                                                                                              • Figure 79: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by gender and age, October 2011
                                                                                                                                                                              • Figure 80: Attitude/opinion toward food, by gender and age, April 2010-June 2011
                                                                                                                                                                              • Figure 81: Consumer preferred attributes in 100% juice, by gender and age, October 2011
                                                                                                                                                                              • Figure 82: Consumer response to price increase in their favorite fruit juice (100%) brand, by gender and age, October 2011
                                                                                                                                                                          • Special Supplement: Coconut Water

                                                                                                                                                                            • Introduction
                                                                                                                                                                              • Coconut water market and brand performance
                                                                                                                                                                                • Growth factors
                                                                                                                                                                                  • Functionally healthy; current fitness trends support coconut water
                                                                                                                                                                                    • Celebrity endorsements continue to grow
                                                                                                                                                                                      • Key brands ink major distribution deals
                                                                                                                                                                                          • Figure 83: FDMx sales of coconut water, 2006-11
                                                                                                                                                                                        • Vita Coco faces tougher competition
                                                                                                                                                                                          • Zico continues to innovate
                                                                                                                                                                                            • Figure 84: FDMx sales of leading coconut water brands, 2010-11
                                                                                                                                                                                          • Key coconut water consumers
                                                                                                                                                                                            • Adults aged 25-44 are key consumers; older adults offer opportunity
                                                                                                                                                                                              • Figure 85: Incidence of purchasing and personally drinking coconut water, by age, October 2011
                                                                                                                                                                                              • Figure 86: Incidence of purchasing and personally drinking coconut water, by gender and age, October 2011
                                                                                                                                                                                              • Figure 87: Incidence of purchasing and personally drinking coconut water, by generation, October 2011
                                                                                                                                                                                            • Asians and Hispanics exhibit higher-than-average consumption
                                                                                                                                                                                              • Figure 88: Incidence of purchasing and personally drinking coconut water, by race/Hispanic origin, October 2011
                                                                                                                                                                                            • Households with children offer growth potential
                                                                                                                                                                                              • Figure 89: Incidence of purchasing and personally drinking coconut water, by presence of children in household, October 2011
                                                                                                                                                                                            • New coconut water products count peaks in 2010, but still healthy
                                                                                                                                                                                              • Figure 90: New coconut water product introduction, 2006-11
                                                                                                                                                                                            • New coconut water products show versatility in usage and flavors
                                                                                                                                                                                              • Targeting kids
                                                                                                                                                                                                • New products aim to increase the functional quotient of coconut water
                                                                                                                                                                                                  • Future and challenges
                                                                                                                                                                                                    • Coconut water is not a “green” beverage; premium price may deter wider acceptance
                                                                                                                                                                                                      • Rising commodity prices; challenges in the supply chain
                                                                                                                                                                                                        • Future outlook
                                                                                                                                                                                                        • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                            • Refrigerated juices/drinks—Key household purchase measures
                                                                                                                                                                                                              • Overview of refrigerated juices/drinks
                                                                                                                                                                                                                • Refrigerated orange juice—consumer insights on key purchase measures
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 91: Brand map, selected brands of refrigerated orange juice buying rate, by household penetration, 2011*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 92: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2011*
                                                                                                                                                                                                                    • Refrigerated fruit drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 93: Brand map, selected brands of refrigerated fruit drinks buying rate, by household penetration, 2011*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 94: Key purchase measures for the top brands of refrigerated fruit drinks, by household penetration, 2011*
                                                                                                                                                                                                                        • Refrigerated blended fruit juices—consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 95: Brand map, selected brands of refrigerated blended fruit juices buying rate, by household penetration, 2011*
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 96: Key purchase measures for the top brands of refrigerated blended fruit juices, by household penetration, 2011*
                                                                                                                                                                                                                            • SS Bottled Juices—Key Household Purchase Measures
                                                                                                                                                                                                                              • Overview of SS bottled juices
                                                                                                                                                                                                                                • SS bottled cranberry cocktail juice/drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 97: Brand map, selected brands of SS bottled cranberry cocktail juice/drink buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 98: Key purchase measures for the top brands of SS bottled cranberry cocktail juice/drink, by household penetration, 2011*
                                                                                                                                                                                                                                    • SS bottled apple juice—Consumer insights on key purchase measures
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 99: Brand map, selected brands of SS bottled apple juice buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 100: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2011*
                                                                                                                                                                                                                                        • Aseptic Juices—Key Household Purchase Measures
                                                                                                                                                                                                                                          • Overview of aseptic juices/drinks
                                                                                                                                                                                                                                            • Aseptic juice drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                • Figure 101: Brand map, selected brands of aseptic juice drinks buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                  • Figure 102: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2011*
                                                                                                                                                                                                                                                • Aseptic juices—consumer insights on key purchase measures
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 103: Brand map, selected brands of aseptic juices buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 104: Key purchase measures for the top brands of aseptic juices, by household penetration, 2011*
                                                                                                                                                                                                                                                  • Appendix: Retail Channels

                                                                                                                                                                                                                                                    • Retail channels—supermarkets
                                                                                                                                                                                                                                                      • Figure 105: U.S. sales of juice and juice drinks at supermarkets, 2006-11
                                                                                                                                                                                                                                                    • Retail channels—supercenters and warehouse clubs
                                                                                                                                                                                                                                                      • Figure 106: U.S. sales of juice and juice drinks at supercenters and warehouse clubs, 2006-11
                                                                                                                                                                                                                                                    • Retail channels—drug stores
                                                                                                                                                                                                                                                      • Figure 107: U.S. sales of juice and juice drinks at drug stores, 2006-11
                                                                                                                                                                                                                                                    • Retail channels—other
                                                                                                                                                                                                                                                      • Figure 108: U.S. sales of juice and juice drinks at other channels, 2006-11
                                                                                                                                                                                                                                                    • Retail channels—natural supermarkets
                                                                                                                                                                                                                                                      • Natural channels juice/drinks sales slow down during 2010-11
                                                                                                                                                                                                                                                        • Sales of juice and juice drinks in the natural channel
                                                                                                                                                                                                                                                          • Figure 109: Natural supermarket sales of juice and juice drinks, at current prices, 2009-11 *
                                                                                                                                                                                                                                                          • Figure 110: Natural supermarket sales of juice and juice drinks, at inflation-adjusted prices, 2009-11*
                                                                                                                                                                                                                                                        • Leading brands
                                                                                                                                                                                                                                                          • Natural channel sales by organic content
                                                                                                                                                                                                                                                            • Figure 111: Natural supermarket sales of juice and juice drinks, by organic content, 2009 and 2011*
                                                                                                                                                                                                                                                          • Natural channel sales by shelf placement/storage
                                                                                                                                                                                                                                                            • Figure 112: Natural supermarket sales of juice and juice drinks, by shelf placement/storage, 2009 and 2011*
                                                                                                                                                                                                                                                        • Appendix: Other Useful Tables

                                                                                                                                                                                                                                                            • Figure 113: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by household income, October 2011
                                                                                                                                                                                                                                                            • Figure 114: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by employment, October 2011
                                                                                                                                                                                                                                                            • Figure 115: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by region, October 2011
                                                                                                                                                                                                                                                            • Figure 116: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by generation, October 2011
                                                                                                                                                                                                                                                            • Figure 117: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by urban area, October 2011
                                                                                                                                                                                                                                                            • Figure 118: Household volume consumption of different types of juice, by age, race/Hispanic origin, household income, number of people in household, presence of children, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 119: Household Orange juice consumption by brands, by region, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 120: Household orange juice consumption by the form of packaging, by region, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 121: Household orange juice consumption by the form of packaging, by number of people in household, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 122: HH orange juice consumption by kind, by household income, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 123: Other fruit juice/juice drinks consumption by top 15 brands and private label brands, by age of householder, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 124: Other fruit juice/juice drinks consumption by status of frozen and refrigeration, by region, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 125: Other fruit juice/juice drinks consumption by regular vs. diet, by number of people in household, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 126: HH other fruit juice/juice drinks consumption by form of packaging, by household income, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 127: HH other fruit juice/juice drinks consumption by fruit flavor, by age of householder, April 2010-June 2011
                                                                                                                                                                                                                                                          • Consumer-preferred juice and juice drinks attributes
                                                                                                                                                                                                                                                            • Figure 128: Consumer preferred attributes in 100% juice, by gender, October 2011
                                                                                                                                                                                                                                                            • Figure 129: Consumer preferred attributes in 100% juice by age, October 2011
                                                                                                                                                                                                                                                            • Figure 130: Consumer preferred attributes in pre-prepared juice drinks, by gender, October 2011
                                                                                                                                                                                                                                                            • Figure 131: Consumer preferred attributes in pre-prepared juice drinks, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 132: Consumer preferred attributes in pre-prepared juice drinks, by presence of children in household, October 2011
                                                                                                                                                                                                                                                            • Figure 133: Consumer preferred attributes in powdered juice drinks, by gender, October 2011
                                                                                                                                                                                                                                                            • Figure 134: Consumer preferred attributes in powdered juice drinks, by presence of children in household, October 2011
                                                                                                                                                                                                                                                            • Figure 135: Consumer preferred attributes in 100% juice, by household income, October 2011
                                                                                                                                                                                                                                                            • Figure 136: Consumer preferred attributes in 100% juice, by presence of children in household, October 2011
                                                                                                                                                                                                                                                            • Figure 137: Consumer preferred attributes in pre-prepared juice drinks, by household income, October 2011
                                                                                                                                                                                                                                                            • Figure 138: Consumer preferred attributes in powdered juice drinks, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 139: Consumer preferred attributes in powdered juice drinks, by household income, October 2011
                                                                                                                                                                                                                                                            • Figure 140: Reasons for not drinking fruit juice or juice drinks, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 141: Reasons for not drinking fruit juice or juice drinks, by presence of children in household, October 2011
                                                                                                                                                                                                                                                            • Figure 142: Consumer response to price increase in their favorite fruit juice (100%) brand, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 143: Consumer response to price increase in their favorite fruit juice (100%) brand, by household income, October 2011
                                                                                                                                                                                                                                                            • Figure 144: Consumer response to price increase in their favorite (pre-prepared and powdered) juice drinks brand, by gender, October 2011
                                                                                                                                                                                                                                                            • Figure 145: Consumer response to price increase in their favorite (pre-prepared and powdered) juice drinks brand, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 146: Attitude toward sweeteners in juice and juice drinks, by gender, October 2011
                                                                                                                                                                                                                                                            • Figure 147: Attitude toward sweeteners in juice and juice drinks, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 148: Reasons for drinking 100% fruit juice, by gender, October 2011
                                                                                                                                                                                                                                                            • Figure 149: Attitude toward different flavor and type of fruit juice and juice drinks, by age, October 2011
                                                                                                                                                                                                                                                            • Figure 150: Reasons for drinking 100% fruit juice, by presence of children in household, October 2011
                                                                                                                                                                                                                                                            • Figure 151: Attitude toward different flavor and type of fruit juice and juice drinks, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 152: Attitude toward different flavor and type of fruit juice and juice drinks, by presence of children in household, October 2011
                                                                                                                                                                                                                                                          • Other useful tables—Baby Boomers
                                                                                                                                                                                                                                                            • Figure 153: Consumer preferred attributes in pre-prepared juice drinks, by generation, October 2011
                                                                                                                                                                                                                                                            • Figure 154: Consumer preferred attributes in powdered juice drinks, by generation, October 2011
                                                                                                                                                                                                                                                            • Figure 155: Incidence of consumer noticing price increases in 100% fruit juice, by generation, October 2011
                                                                                                                                                                                                                                                            • Figure 156: Incidence of consumer noticing price increases of pre-prepared and powdered juice drinks, by generation, October 2011
                                                                                                                                                                                                                                                            • Figure 157: Attitude toward sweeteners in juice and juice drinks, by generation, October 2011
                                                                                                                                                                                                                                                            • Figure 158: Reasons for drinking 100% fruit juice, by generation, October 2011
                                                                                                                                                                                                                                                          • Other useful tables—Race and Hispanic origin
                                                                                                                                                                                                                                                            • Figure 159: Incidence of purchasing and personally drinking 100% juice, coconut water, pre-prepared juice drinks, and powdered juice drinks, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 160: HH orange juice (bottles/cans/cartons) consumption by status of refrigeration, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 161: HH orange juice consumption by the form of packaging, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 162: HH orange juice consumption by kind, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 163: Other fruit juice/juice drinks consumption by regular vs. diet, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 164: HH other fruit juice/juice drinks consumption by form of packaging, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 165: HH frozen orange juice consumption by type, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 166: HH other fruit juice/juice drinks consumption by flavor, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 167: HH frozen orange juice consumption by brands, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                            • Figure 168: Consumer preferred attributes in 100% juice, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 169: Consumer preferred attributes in pre-prepared juice drinks, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 170: Consumer preferred attributes in powdered juice drinks, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 171: Incidence of consumer noticing price increases of pre-prepared and powdered juice drinks, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 172: Attitude toward sweeteners in juice and juice drinks, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                            • Figure 173: Reasons for drinking 100% fruit juice, by race/Hispanic origin, October 2011
                                                                                                                                                                                                                                                          • Other useful tables—Teens and kids
                                                                                                                                                                                                                                                            • The teen consumer
                                                                                                                                                                                                                                                              • Figure 174: personal consumption of different types of nonalcoholic beverage among teens, May 2006-June 2011
                                                                                                                                                                                                                                                              • Figure 175: personal consumption of different types of beverage among teens, by gender and age, April 2010 -June 2011
                                                                                                                                                                                                                                                              • Figure 176: personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2010 -June 2011
                                                                                                                                                                                                                                                              • Figure 177: personal consumption of different types of juice/drink among teens, May 2006-June 2011
                                                                                                                                                                                                                                                              • Figure 178: Preference for fruit flavors in other juice/drinks among teens, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                                              • Figure 179: Preference for fruit flavors in other juice/drinks among teens, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                              • Figure 180: Incidence of making brand purchase decision, by gender, April 2010-June 2011
                                                                                                                                                                                                                                                            • The kid consumer
                                                                                                                                                                                                                                                              • Figure 181: personal consumption of different types of nonalcoholic beverage among kids, May 2006-June 2011
                                                                                                                                                                                                                                                              • Figure 182: personal consumption of different types of nonalcoholic beverage among kids, by age, April 2010-June 2011
                                                                                                                                                                                                                                                              • Figure 183: Trends in personal volume consumption of different types of juice among kids, May 2006-June 2011
                                                                                                                                                                                                                                                              • Figure 184: Preference for different types of flavor in juice and juice drinks among kids, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                                                              • Figure 185: Preference for different types of flavor in juice and juice drinks among kids, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                                              • Figure 186: personal consumption of different types of beverage among kids, by gender and age, April 2010 -June 2011
                                                                                                                                                                                                                                                              • Figure 187: personal consumption of different types of beverage among kids, by race/Hispanic origin, April 2010 -June 2011
                                                                                                                                                                                                                                                          • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                              • Campbell Soup Company
                                                                                                                                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                              • Dole Food Company Inc.
                                                                                                                                                                                                                                                              • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                                              • Kraft Foods Inc.
                                                                                                                                                                                                                                                              • Mio
                                                                                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                                                                                              • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                                              • Odwalla Inc.
                                                                                                                                                                                                                                                              • PepsiCo Inc
                                                                                                                                                                                                                                                              • Tropicana Products Inc.
                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics

                                                                                                                                                                                                                                                              Fruit Juice and Juice Drinks - US - January 2012

                                                                                                                                                                                                                                                              £2,684.63 (Excl.Tax)