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Fruit Juice, Juice Drinks and Smoothies - UK - November 2012

“Health remains an issue within the soft drink category, with potential to drive value sales in the market. For example, almost three in five smoothie drinkers agree that they are willing to pay more for a drink with higher fruit content, while a third agree that it’s worth paying more for fruit juice with added benefits, highlighting the importance and potential of developing healthier variants in the market.”

– Amy Price, Senior Food & Drink Analyst

Some questions answered in this report include:

  • What has been the impact on consumers of rising prices in the market?
  • How can brands combat the threat from own-label?
  • How can the market tap into consumer interest in health?
  • What steps can the market take to encourage experimentation?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Market size and forecast for total UK value sales of fruit juice, juice drinks and smoothies, 2007-17
            • The future
              • Market factors
                • Discretionary spending remains under consumer scrutiny
                  • A growing need to engage the older population
                    • Health benefits offer positive notions to build on
                      • Companies, brands and innovation
                        • Own-label represents half of the market
                          • Figure 2: Brand shares in the UK fruit juice, juice drinks and smoothies market, by value, 2011/12*
                        • NPD continues to drive the market
                          • Brands dominate ad investment
                            • The consumer
                              • Penetration stands at almost nine in ten
                                • Figure 3: Types of fruit juice, juice drinks and smoothies drunk, September 2012
                              • A sizeable minority rate own-label
                                • Figure 4: Attitudes towards purchasing fruit juice, juice drinks or smoothies, September 2012
                              • Providing refreshment to consumers
                                • Figure 5: Attitudes towards fruit juice, September 2012
                              • What we think
                              • Issues in the Market

                                  • What has been the impact on consumers of rising prices in the market?
                                    • How can brands combat the threat from own-label?
                                      • How can the market tap into consumer interest in health?
                                        • What steps can the market take to encourage experimentation?
                                        • Trend Application

                                            • The Power of One
                                              • Factory Fear
                                                • 2015 Trend: Old Gold
                                                • Market Drivers

                                                  • Key points
                                                    • Inflation and commodity costs affect the sector
                                                      • Figure 6: Trends in global commodity prices for oranges, January 2008-September 2012
                                                    • The premium price could act as a deterrent to purchasing
                                                      • Figure 7: Price comparison of standalone soft drinks, October 2012
                                                    • Health remains an issue
                                                      • Figure 8: Trends in attitudes towards health, 2008-12
                                                    • Demographic changes
                                                      • Dominance of families bodes well for the market
                                                        • Figure 9: Forecast adult population trends, by lifestage, 2007-17
                                                      • Growth of 16-34s should aid future growth
                                                        • One-person households pose a challenge
                                                          • Growth in ABC1s bodes well for premiumisation
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Own-label extends its share
                                                                    • Figure 10: New product launches in the fruit juice, juice drinks and smoothies market, own-label vs branded, 2008-12
                                                                  • Orange and apple continue to be most popular flavours in NPD
                                                                    • Figure 11: NPD in fruit juice, juice drinks and smoothies, by top flavours, 2008-12
                                                                    • Figure 12: NPD in fruit juice, juice drinks and smoothies, by top flavour components, 2008-12
                                                                  • Seasonal products offer opportunities for innovation
                                                                    • Convenient pack sizes target the lunchtime occasion
                                                                      • Helping kids get their 5-a-day
                                                                        • Highlighting health credentials
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • The market sees value growth, volumes decline
                                                                                • Figure 13: Volume and value sales and forecast for the total UK fruit juice, juice drinks and smoothies market, 2007-17
                                                                              • Segmentation
                                                                                • Figure 14: UK value sales of fruit juice, juice drinks and smoothies, by sector, 2007-17
                                                                                • Figure 15: UK volume sales of fruit juice, juice drinks and smoothies, by sector, 2007-17
                                                                              • The future
                                                                                  • Figure 16: Market size and forecast for UK volume sales of fruit juice, juice drinks and smoothies, 2007-17
                                                                                  • Figure 17: Market size and forecast for total UK value sales of fruit juice, juice drinks and smoothies, 2007-17
                                                                                  • Figure 18: Market size and forecast for UK value sales of fruit juice, 2007-17
                                                                                  • Figure 19: Market size and forecast for UK value sales of juice drinks, 2007-17
                                                                                  • Figure 20: Market size and forecast for UK value sales of smoothies, 2007-17
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Fruit juice
                                                                                      • Take-home market sees volume sales decline
                                                                                        • Figure 21: Take-home volume and value sales of fruit juice, 2007-11
                                                                                        • Figure 22: Take-home volume and value sales of fruit juice, by segment, 2009-11
                                                                                      • On-premise value sales grow on the back of rising prices
                                                                                        • Figure 23: On-premise volume and value sales of fruit juice, 2007-11
                                                                                      • Fruit juice drinks
                                                                                        • Take-home volumes suffer a year-on-year decline
                                                                                          • Figure 24: Take-home volume and value sales of fruit juice drinks, 2007-11
                                                                                          • Figure 25: Take-home volume and value sales of fruit juice drinks, by segment, 2009-11
                                                                                        • On-premise sees value and volumes rise
                                                                                          • Figure 26: On-premise volume and value sales of fruit juice drinks, 2007-11
                                                                                        • Smoothies
                                                                                          • Take-home sales dominate
                                                                                            • Figure 27: Take-home volume and value sales of smoothies, 2007-11
                                                                                          • On-premise sees sales boost since 2010
                                                                                            • Figure 28: On-premise volume and value sales of fruit smoothies, 2007-11
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Fruit juice
                                                                                              • Own-label and Tropicana dominate the market
                                                                                                • Figure 29: Leading brands’ retail value and volume shares in fruit juice, 2010/11 and 2011/12
                                                                                              • Fruit juice drinks
                                                                                                • GSK’s Ribena represents the largest share
                                                                                                  • Figure 30: Leading brands’ retail value and volume shares in fruit juice drinks, 2010/11 and 2011/12
                                                                                                • Smoothies
                                                                                                  • Innocent accounts for £8 in every £10 spent
                                                                                                    • Figure 31: Leading brands’ retail value and volume shares in smoothies, 2010/11 and 2011/12
                                                                                                • Companies and Products

                                                                                                  • Britvic
                                                                                                    • Coca-Cola Enterprises
                                                                                                      • GlaxoSmithKline (GSK)
                                                                                                        • PepsiCo
                                                                                                          • Del Monte
                                                                                                            • Don Simon
                                                                                                              • Princes Foods
                                                                                                                • Own-label
                                                                                                                  • Smoothie bars
                                                                                                                    • Boost Juice Bars
                                                                                                                      • Crussh
                                                                                                                        • Revive Juice Bars
                                                                                                                        • Brand Research

                                                                                                                          • Brand map
                                                                                                                            • Figure 32: Attitudes towards and usage of brands in the fruit juice, juice drinks and smoothies sector, September 2012
                                                                                                                          • Correspondence analysis
                                                                                                                            • Brand attitudes
                                                                                                                              • Figure 33: Attitudes, by fruit juice, juice drinks and smoothies sector, September 2012
                                                                                                                            • Brand personality
                                                                                                                              • Figure 34: Fruit juice, juice drinks and smoothies sector brand personality – macro image, September 2012
                                                                                                                              • Figure 35: Fruit juice, juice drinks and smoothies sector brand personality – micro image, September 2012
                                                                                                                            • Brand experience
                                                                                                                              • Figure 36: Fruit juice, juice drinks and smoothies sector brand usage, September 2012
                                                                                                                              • Figure 37: Satisfaction with various fruit juice, juice drinks and smoothies sector brands, September 2012
                                                                                                                              • Figure 38: Consideration of fruit juice, juice drinks and smoothies sector brands, September 2012
                                                                                                                              • Figure 39: Consumer perceptions of current fruit juice, juice drinks and smoothies sector brand performance, September 2012
                                                                                                                              • Figure 40: Fruit juice, juice drinks and smoothies sector brand recommendation – Net Promoter Score, September 2012
                                                                                                                            • Brand index
                                                                                                                              • Figure 41: Fruit juice, juice drinks and smoothies sector brand index, September 2012
                                                                                                                              • Figure 42: Fruit juice, juice drinks and smoothies sector brand index vs. recommendation, September 2012
                                                                                                                            • Target group analysis
                                                                                                                              • Figure 43: Target groups, September 2012
                                                                                                                              • Figure 44: Fruit juice, juice drinks and smoothies sector brand usage, by target groups, September 2012
                                                                                                                            • Group One – Conformists
                                                                                                                              • Group Two – Simply the Best
                                                                                                                                • Group Three – Shelf Stalkers
                                                                                                                                  • Group Four – Habitual Shoppers
                                                                                                                                    • Group Five – Individualists
                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                      • Key points
                                                                                                                                        • Advertising spend peaks in 2011
                                                                                                                                          • Figure 45: Main media advertising expenditure on fruit juice, juice drinks and smoothies, 2009-12
                                                                                                                                        • Innocent leads juice and smoothie advertising
                                                                                                                                          • Figure 46: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2009-12*
                                                                                                                                        • Chilled fruit juice dominates expenditure
                                                                                                                                          • TV accounts for every £3 in £4 spent
                                                                                                                                            • Figure 47: Advertising spend, by media type, 2009-12
                                                                                                                                        • Channels to Market

                                                                                                                                          • Key points
                                                                                                                                            • On-premise sales prove profitable for fruit juice
                                                                                                                                              • Figure 48: Value sales of fruit juice, by major channels, 2009-11
                                                                                                                                            • Fruit juice market benefits from affordable positioning
                                                                                                                                              • Figure 49: Value sales of juice drinks, by major channels, 2009-11
                                                                                                                                            • The take-home channel dominates smoothie sales
                                                                                                                                              • Figure 50: Value sales for smoothies, by major channels, 2009-11
                                                                                                                                          • Consumer – Usage

                                                                                                                                            • Key points
                                                                                                                                              • Penetration stands at almost nine in ten…
                                                                                                                                                  • Figure 51: Types of fruit juice, juice drinks and smoothies drunk, September 2012
                                                                                                                                                • …core users are skewed towards ABC1s and larger households
                                                                                                                                                  • Figure 52: Types of fruit juice, juice drinks and smoothies drunk, by key demographics, September 2012
                                                                                                                                                • Sizeable minority consume fruit juice/juice drinks/smoothies weekly
                                                                                                                                                    • Figure 53: Consumption of fruit juice, juice drinks and smoothies, by frequency, September 2012
                                                                                                                                                  • More than half have drunk all three juice types
                                                                                                                                                    • Figure 54: Crossover in usage of fresh/chilled fruit juice, long-life fruit juice and fruit juice drinks, September 2012
                                                                                                                                                • Consumer – Occasions

                                                                                                                                                  • Key points
                                                                                                                                                    • Majority have bought fruit juice, juice drinks and smoothies
                                                                                                                                                        • Figure 55: Purchasing habits of fruit juices and smoothies, by occasion, September 2012
                                                                                                                                                      • Juice drinks are the most popular choice
                                                                                                                                                        • Figure 56: urchasing habits of fruit juices and smoothies, by age and socio-economic group, September 2012
                                                                                                                                                      • Potential to increase men’s purchases of fruit juice
                                                                                                                                                        • Figure 57: Purchasing habits of fruit juices and smoothies, by occasion, by gender, September 2012
                                                                                                                                                        • Figure 58: Purchasing habits of fruit juices and smoothies, by occasion, by gender, September 2012 (continued)
                                                                                                                                                      • Younger consumers snack on fruit juice, juice drinks and smoothies
                                                                                                                                                        • Figure 59: Purchasing of fruit juices and smoothies ‘as a snack’ – 16-24-year-olds vs all, September 2012
                                                                                                                                                      • Larger pack sizes cater to bigger families’ usage on a number of occasions
                                                                                                                                                      • Consumer – Behaviour

                                                                                                                                                        • Key points
                                                                                                                                                          • A sizeable minority rate own-label highly
                                                                                                                                                              • Figure 60: Attitudes towards purchasing fruit juice, juice drinks or smoothies, September 2012
                                                                                                                                                            • Promotional activity remains a driver
                                                                                                                                                              • More than a quarter are habitual on flavour choice…
                                                                                                                                                                  • Figure 61: Agreement with the statement ‘I always buy the same flavour(s)’ with regards to purchasing fruit juice, juice drinks or smoothies, by age, September 2012
                                                                                                                                                                • …women attempt to cater to the whole household
                                                                                                                                                                  • Larger pack sizes appeal to bigger households
                                                                                                                                                                  • Consumer – Attitudes Towards Fruit Juice Drinks

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Refreshment appeals to three in ten
                                                                                                                                                                          • Figure 62: Attitudes towards fruit juice drinks, September 2012
                                                                                                                                                                        • Fruit juice drinks are rarely seen as healthier than fizzy drinks
                                                                                                                                                                          • Affordability and suitability for the lunchbox appeal to sizeable minority
                                                                                                                                                                              • Figure 63: Agreement with the statements regarding fruit juice drinks ‘They are affordable’ and ‘They are ideal for lunchboxes’, by presence of children and household size, September 2012
                                                                                                                                                                          • Consumer – Attitudes Towards 100% Pure Fruit Juice

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Providing refreshment to consumers
                                                                                                                                                                                  • Figure 64: Attitudes towards pure fruit juice, September 2012
                                                                                                                                                                                  • Figure 65: Agreement with the statement ‘It goes off too quickly’, by usage of fresh/chilled fruit juice and long-life fruit juice, September 2012
                                                                                                                                                                                • Fruit juice enjoys a strong positioning on health
                                                                                                                                                                                  • Chilled varieties are perceived to be healthier
                                                                                                                                                                                  • Consumer – Attitudes Towards Smoothies

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Fruit and veg content is a driver to usage
                                                                                                                                                                                          • Figure 66: Attitudes towards smoothies, September 2012
                                                                                                                                                                                        • The ‘healthy treat’ positioning is a unique proposition
                                                                                                                                                                                          • Added benefits appeal
                                                                                                                                                                                            • Smoothies seen as more filling and healthier than juices
                                                                                                                                                                                              • Consumers experiment on flavours, not on brands
                                                                                                                                                                                                • Figure 67: Agreement with the statement ‘I like to try new/limited edition flavours’, by age, September 2012
                                                                                                                                                                                                • Figure 68: Agreement with the statement ‘I prefer the taste of branded varieties’, September 2012
                                                                                                                                                                                            • Consumer – Target Groups – Pure Juice

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Three target groups
                                                                                                                                                                                                  • Figure 69: Target groups based on attitudes towards 100% pure fruit juice (long-life or chilled), September 2012
                                                                                                                                                                                                • Reluctant (10%)
                                                                                                                                                                                                  • Discerning (48%)
                                                                                                                                                                                                    • Engaged (42%)
                                                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                                                        • Figure 70: Annual RPI percentage change for soft drinks, all items and food, January 2008-September 2012
                                                                                                                                                                                                        • Figure 71: Healthy lifestyles and eating/snacking habits, by demographics, 2012
                                                                                                                                                                                                        • Figure 72: Healthy lifestyles and eating/snacking habits, by demographics, 2012
                                                                                                                                                                                                        • Figure 73: Trends in the age structure of the UK population, 2007-17
                                                                                                                                                                                                        • Figure 74: UK households, by size, 2007-17
                                                                                                                                                                                                        • Figure 75: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                                        • Figure 76: NPD for fruit juices, juice drinks and smoothies, by sub-category, 2007-12
                                                                                                                                                                                                        • Figure 77: NPD for fruit juices, juice drinks and smoothies, by product claim, 2007-12
                                                                                                                                                                                                        • Figure 78: NPD for fruit juices, juice drinks and smoothies, by flavour component, 2007-12
                                                                                                                                                                                                        • Figure 79: NPD for fruit juices, juice drinks and smoothies, by flavour (including blend), 2007-12
                                                                                                                                                                                                        • Figure 80: NPD for fruit juices, juice drinks and smoothies, by private label, 2007-12
                                                                                                                                                                                                        • Figure 81: NPD for fruit juices, juice drinks and smoothies, by top companies, 2007-12
                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                        • Figure 82: Best- and worst-case forecasts for fruit juice, juice drinks and smoothies, value sales, 2012-17
                                                                                                                                                                                                        • Figure 83: Best- and worst-case forecasts for fruit juice, juice drinks and smoothies, volume sales, 2012-17
                                                                                                                                                                                                        • Figure 84: Best- and worst-case forecasts for fruit juice, value sales, 2012-17
                                                                                                                                                                                                        • Figure 85: Best- and worst-case forecasts for fruit juice, volume sales, 2012-17
                                                                                                                                                                                                        • Figure 86: Best- and worst-case forecasts for juice drinks, value sales, 2012-17
                                                                                                                                                                                                        • Figure 87: Best- and worst-case forecasts for juice drinks, volume sales, 2012-17
                                                                                                                                                                                                        • Figure 88: Best- and worst-case forecasts for smoothies, value sales, 2012-17
                                                                                                                                                                                                        • Figure 89: Best- and worst-case forecasts for smoothies, volume sales, 2012-17
                                                                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                                                                        • Figure 90: Brand usage, September 2012
                                                                                                                                                                                                        • Figure 91: Brand commitment, September 2012
                                                                                                                                                                                                        • Figure 92: Brand momentum, September 2012
                                                                                                                                                                                                        • Figure 93: Brand diversity, September 2012
                                                                                                                                                                                                        • Figure 94: Brand satisfaction, September 2012
                                                                                                                                                                                                        • Figure 95: Brand recommendation, September 2012
                                                                                                                                                                                                        • Figure 96: Brand attitude, September 2012
                                                                                                                                                                                                        • Figure 97: Brand image – Macro image, September 2012
                                                                                                                                                                                                        • Figure 98: Brand image – Micro image, September 2012
                                                                                                                                                                                                        • Figure 99: Profile of target groups, by demographics, September 2012
                                                                                                                                                                                                        • Figure 100: Psychographic segmentation, by target groups, September 2012
                                                                                                                                                                                                        • Figure 101: Brand usage, by target groups, September 2012
                                                                                                                                                                                                      • Brand index
                                                                                                                                                                                                        • Figure 102: Brand index, September 2012
                                                                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                        • Figure 103: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2009-12
                                                                                                                                                                                                        • Figure 104: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by leading brands, 2009-12
                                                                                                                                                                                                        • Figure 105: Total media advertising expenditure on fruit juice, juice drinks and smoothies, by product category, 2009-12
                                                                                                                                                                                                    • Appendix – Consumer Usage

                                                                                                                                                                                                        • Figure 106: Consumption of fruit juice, juice drinks and smoothies in the past six months, by frequency, September 2012
                                                                                                                                                                                                        • Figure 107: Consumption of fruit juice, juice drinks and smoothies in the past six months, by demographics, September 2012
                                                                                                                                                                                                        • Figure 108: Consumption of fruit juice/juice drinks excl. smoothies in the past six months, by demographics, September 2012
                                                                                                                                                                                                        • Figure 109: Consumption of fresh/chilled fruit juice in the past six months, by frequency, by demographics, September 2012
                                                                                                                                                                                                        • Figure 110: Consumption of fresh/chilled fruit juice in the past six months, by frequency, by demographics, September 2012 (continued)
                                                                                                                                                                                                        • Figure 111: Consumption of fruit juice drinks in the past six months, by frequency, by demographics, September 2012
                                                                                                                                                                                                        • Figure 112: Consumption of fruit juice drinks in the past six months, by frequency, by demographics, September 2012 (continued)
                                                                                                                                                                                                        • Figure 113: Consumption of long-life fruit juice in the past six months, by frequency, by demographics, September 2012
                                                                                                                                                                                                        • Figure 114: Consumption of long-life fruit juice in the past six months, by frequency, by demographics, September 2012 (continued)
                                                                                                                                                                                                        • Figure 115: Consumption of smoothies in the past six months, by frequency, by demographics, September 2012
                                                                                                                                                                                                        • Figure 116: Consumption of fruit juice and juice drinks in the past six months, by demographics, September 2012
                                                                                                                                                                                                    • Appendix – Consumer Occasions

                                                                                                                                                                                                        • Figure 117: Fruit juices and smoothies purchases, by occasion, September 2012
                                                                                                                                                                                                        • Figure 118: Purchasing habits of fruit juices and smoothies, by type, by demographics, September 2012
                                                                                                                                                                                                        • Figure 119: Most popular occasions for which fruit juices and smoothies have been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 120: Next most popular occasions for which fruit juices and smoothies have been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 121: Most popular occasions for which fruit juice drinks have been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 122: Next most popular occasions for which fruit juice drinks have been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 123: Most popular occasions for which long-life fruit juice has been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 124: Next most popular occasions for which long-life fruit juice has been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 125: Most popular occasions for which smoothies have been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 126: Next most popular occasions for which smoothies have been purchased, by demographics, September 2012
                                                                                                                                                                                                        • Figure 127: Purchasing habits of fruit juices and smoothies ‘for my children’s lunchbox’, by demographics, September 2012
                                                                                                                                                                                                    • Appendix – Consumer Behaviour

                                                                                                                                                                                                        • Figure 128: Attitudes towards purchasing fruit juice, juice drinks or smoothies, September 2012
                                                                                                                                                                                                        • Figure 129: Most popular attitudes towards purchasing fruit juice, juice drinks or smoothies, by demographics, September 2012
                                                                                                                                                                                                        • Figure 130: Next most popular attitudes towards purchasing fruit juice, juice drinks or smoothies, by demographics, September 2012
                                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Fruit Juice Drinks

                                                                                                                                                                                                        • Figure 131: Attitudes towards fruit juice drinks, September 2012
                                                                                                                                                                                                        • Figure 132: Most popular attitudes towards fruit juice drinks, by demographics, September 2012
                                                                                                                                                                                                        • Figure 133: Next most popular attitudes towards fruit juice drinks, by demographics, September 2012
                                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards 100% Pure Fruit Juice

                                                                                                                                                                                                        • Figure 134: Attitudes towards pure fruit juice, September 2012
                                                                                                                                                                                                        • Figure 135: Agreement with the statements ‘I find the taste refreshing’ and ‘They are an easy way to boost my vitamin levels’, by demographics, September 2012
                                                                                                                                                                                                        • Figure 136: Agreement with the statements ‘Chilled varieties are healthier than long-life products’ and ‘Drinks with fruity bits are healthier’, by demographics, September 2012
                                                                                                                                                                                                        • Figure 137: Agreement with the statements ‘They contain too much sugar’ and ‘It’s worth paying more for fruit juice with added benefits’, by demographics, September 2012
                                                                                                                                                                                                        • Figure 138: Agreement with the statements ‘They are not as healthy as fresh fruit/veg’ and ‘It goes off too quickly’, by demographics, September 2012
                                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Smoothies

                                                                                                                                                                                                        • Figure 139: Attitudes towards smoothies, September 2012
                                                                                                                                                                                                        • Figure 140: Agreement with the statements ‘They are a good way to get part of your 5-a-day (fruit and veg)’ and ‘They are a healthy treat’, by demographics, September 2012
                                                                                                                                                                                                        • Figure 141: Agreement with the statements ‘They are more filling than juice drinks’ and ‘I like to try new/limited edition flavours’, by demographics, September 2012
                                                                                                                                                                                                        • Figure 142: Agreement with the statements ‘I am willing to pay more for a drink with higher fruit content’ and ‘They are a healthier alternative to fruit juice’, by demographics, September 2012
                                                                                                                                                                                                        • Figure 143: Agreement with the statements ‘I prefer the taste of branded varieties’ and ‘I buy versions with health benefits’, by demographics, September 2012
                                                                                                                                                                                                    • Appendix – Consumer – Target Groups – Pure Juice

                                                                                                                                                                                                        • Figure 144: Target groups, by demographics, September 2012
                                                                                                                                                                                                        • Figure 145: Consumption of fruit juice, juice drinks and smoothies in the past six months, by target groups, September 2012
                                                                                                                                                                                                        • Figure 146: Purchasing habits of fruit juices and smoothies, by occasion, by target groups, September 2012
                                                                                                                                                                                                        • Figure 147: Attitudes towards purchasing fruit juice, juice drinks or smoothies, by target groups, September 2012
                                                                                                                                                                                                        • Figure 148: Attitudes towards statements on pure fruit juice, by target groups, September 2012

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Coca-Cola GB
                                                                                                                                                                                                    • Innocent Drinks Ltd

                                                                                                                                                                                                    Fruit Juice, Juice Drinks and Smoothies - UK - November 2012

                                                                                                                                                                                                    £1,995.00 (Excl.Tax)