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Fruit Juice, Juice Drinks and Smoothies - UK - November 2014

“Consumer concerns about the high sugar content of fruit juices and smoothies are reflected in the continuing decline in volume sales. However, the openness among consumers to steps that would reduce the sugar content of such drinks suggests scope for the market to engage with health-conscious consumers.”

– Aimee Townshend, Food & Drink Analyst

This report covers the following issues:

  • Reduced sugar juice drinks offer scope to engage health-conscious consumers
  • Interest in fruit juices/smoothies with functional benefits can add value to the market
  • Dissatisfaction with fruit juices, juice drinks and smoothies in bars/restaurants sees low uptake

While fruit juice, smoothies and juice drinks are an established part of Brits’ diets, only 45% of consumers drink fruit juice at least once a week, falling to a quarter for juice drinks and one in five for smoothies. Health and cost considerations have seen these drinks largely relegated to the role of an occasional treat, with recent years seeing continuing volume declines in the market.

Recent NPD (New Product Development), however, has looked to address both concerns. Openness among consumers to steps to reduce the sugar content of such drinks, such as through the use of sweeteners or through vegetable juice or coconut water blends, highlights the scope for the market to engage health-conscious consumers.

This report examines the market for fruit juice, juice drinks and smoothies in the UK through both on- and off-trade outlets.

Fruit juice and juice drinks can be described as:

  • Fruit juice: These must legally be made of 100% pure fruit juice. This may or may not include pulp and is often pasteurised to make it last longer. A typical example is Tropicana Pure Fruit Juice.
  • Juice drinks: These are drinks that contain less than 100% fruit juice and have added ingredients, mainly water but these can also include sweeteners, flavourings, colourings and/or vitamins. A juice drink must contain a minimum of 2% comminuted fruit, although most have a much greater proportion. This sector includes ready-to-drink (RTD) versions of concentrated squashes, eg Ribena.

There are also some juices that contain a combination of fruit juices and vegetable juices and these are included in Mintel’s definition of fruit juices, provided they consist of 50% or more fruit juice. Coconut water brands like Vita Coco are included in the market size.

Excluded from this report: Pure vegetable juices and carbonated fruit drinks are excluded from this report and the market size. Sales of freshly squeezed fruit juice are excluded from the market size. Sales of unpacked smoothies are not included in the market size.

 

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Table of contents

  1. Introduction

      • Definition
        • Smoothies
          • Excluded
            • Abbreviations
            • Executive Summary

                • The market and forecast
                  • Figure 1: Total UK value sales of fruit juice, juice drinks and smoothies, 2009-19
                • Market factors
                  • Companies, brands and innovation
                    • PepsiCo retains top position in fruit juice
                      • Figure 2: UK retail value and volume sales of fruit juice, by leading brands, 2013/14*
                    • Coca-Cola loses share in juice drinks
                      • Innocent continues to dominate smoothies
                        • Operators look to combat sugar concerns with low-sugar NPD
                          • The consumer
                            • Fruit juice is not a daily staple
                              • Figure 3: Frequency of fruit juice, juice drinks and smoothies usage, September 2014
                            • Most users think fruit juices/smoothies can be part of a healthy diet
                              • Figure 4: Attitudes towards fruit juice, juice drinks and smoothies, September 2014
                            • One in four interested in more reduced sugar juice drinks with natural sweeteners
                              • Figure 5: Attitudes towards buying fruit juice, juice drinks and smoothies, September 2014
                            • Freezable fruit juice/juice drink/smoothie products appeal to one in four
                              • Figure 6: Fruit juice, juice drinks and smoothies product enticements, September 2014
                            • What we think
                            • Issues and Insights

                                • Reduced sugar juice drinks offer scope to engage health-conscious consumers
                                  • The facts
                                    • The implications
                                      • Interest in fruit juices/smoothies with functional benefits can add value to the market
                                        • The facts
                                          • The implications
                                            • Dissatisfaction with fruit juices, juice drinks and smoothies in bars/restaurants sees low uptake
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Interest in fruit juices/smoothies with functional benefits
                                                      • Coconut water blends offer a way to combat high-sugar image of juice
                                                        • Interest in freezing fruit juice/juice drinks/smoothies can boost ‘green’ image of brands
                                                        • Market Drivers

                                                          • Key points
                                                            • Consumers find themselves in a better financial situation in 2014
                                                              • Figure 7: Consumers’ financial health index, January 2009-July 2014
                                                            • Orange prices stabilise in the first half of 2014
                                                              • Ongoing negative media focus on sugar content of fruit juice, juice drinks and smoothies
                                                                • Free school meals threaten usage of fruit juice, juice drinks and smoothies in packed lunches
                                                                  • Slowing growth in core fruit juice and smoothies users poses challenges for the market
                                                                    • Figure 8: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Lower-sugar fruit juices and juice drinks attract new launches
                                                                          • Figure 9: New product launches in the UK juice and juice drinks segment, 2010-14
                                                                        • Fruit juices diluted with water look to sweeteners to deliver on taste
                                                                          • Vegetable and fruit juice blends a healthier alternative to 100% fruit juice
                                                                            • Operators launch reduced sugar juice drinks for children
                                                                              • Coconut water with a twist – Flavoured versions enter the market
                                                                                • Fortified fruit juice and juice drinks offer additional benefits
                                                                                  • Cold-pressed ‘raw’ juices positioned as healthier
                                                                                    • Flavour innovation helps to keep the market fresh
                                                                                      • Lime popular flavour in NPD
                                                                                        • Fruit juices inspired by cocktails
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Market suffers from media coverage questioning healthiness of fruit juice
                                                                                              • Figure 10: Total UK volume and value sales of fruit juice, juice drinks and smoothies, 2009-19
                                                                                            • A weak performance expected in fruit juice, juice drinks and smoothies market
                                                                                              • Figure 11: Total UK volume sales of fruit juice, juice drinks and smoothies, by segment, 2009-19
                                                                                              • Figure 12: Total UK value sales of fruit juice, juice drinks and smoothie, by segment, 2009-19
                                                                                              • Figure 13: Total UK value sales of fruit juice, juice drinks and smoothies, 2009-19
                                                                                              • Figure 14: Total UK volume sales of fruit juice, juice drinks and smoothies, 2009-19
                                                                                            • Methodology
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Fruit juice sales look to be set on a downward trend
                                                                                                  • Figure 15: Total UK value sales of fruit juice, 2009-19
                                                                                                  • Figure 16: Total UK volume sales of fruit juice, 2009-19
                                                                                                  • Figure 17: UK retail volume and value sales of fruit juice, 2009-14
                                                                                                  • Figure 18: UK on-premise volume and value sales of fruit juice, 2009-14
                                                                                                • Growing juice drinks market expected to gain from fruit juice
                                                                                                  • Figure 19: Total UK value sales of juice drinks, 2009-19
                                                                                                  • Figure 20: Total UK volume sales of juice drinks, 2009-19
                                                                                                  • Figure 21: UK retail volume and value sales of juice drinks, 2009-14
                                                                                                  • Figure 22: UK on-premise volume and value sales of juice drinks, 2009-14
                                                                                                • Rising prices to support value growth of smoothies, with falling volumes
                                                                                                  • Figure 23: Total UK value sales of smoothies, 2009-19
                                                                                                  • Figure 24: Total UK volume sales of smoothies, 2009-19
                                                                                                  • Figure 25: UK retail volume and value sales of smoothies, 2009-14
                                                                                                  • Figure 26: UK on-premise volume and value sales of smoothies, 2009-14
                                                                                              • Market Shares

                                                                                                • Key points
                                                                                                  • Juice drinks
                                                                                                    • Figure 27: UK retail value and volume sales of juice drinks, by leading brands, 2012/13 and 2013/14
                                                                                                  • Coca-Cola Company still leads the segment
                                                                                                    • Ribena gains share under new ownership
                                                                                                      • Robinsons leaps ahead
                                                                                                        • Own-brand plays a modest role
                                                                                                          • Figure 28: UK retail value and volume sales of juice drinks, by leading manufacturers, 2012/13 and 2013/14
                                                                                                        • Fruit juice
                                                                                                          • Figure 29: UK retail value and volume sales of fruit juice, by leading brands, 2012/13 and 2013/14
                                                                                                        • PepsiCo maintains top position
                                                                                                          • Innocent moves into cold-pressed
                                                                                                            • Princes bucks declining trend
                                                                                                              • Figure 30: UK retail value and volume sales of fruit juice, by leading manufacturers, 2012/13 and 2013/14
                                                                                                            • Smoothies
                                                                                                              • Figure 31: UK retail value and volume sales of smoothies, by leading brands, 2012/13 and 2013/14
                                                                                                            • Innocent continues to dominate
                                                                                                              • Competition heating up with nutrients
                                                                                                                • Figure 32: UK retail value and volume sales of smoothies, by leading manufacturers, 2012/13 and 2013/14
                                                                                                            • Companies and Products

                                                                                                                • Britvic
                                                                                                                  • Background
                                                                                                                    • Product range and innovation
                                                                                                                      • Recent activity and promotion
                                                                                                                        • Coca-Cola Enterprises
                                                                                                                          • Background
                                                                                                                            • Product range and innovation
                                                                                                                              • Recent activity and promotion
                                                                                                                                • Del Monte
                                                                                                                                  • Background
                                                                                                                                    • Product range and innovation
                                                                                                                                      • PepsiCo UK & Ireland
                                                                                                                                        • Background
                                                                                                                                          • Product range and innovation
                                                                                                                                            • Recent activity and promotion
                                                                                                                                              • Princes
                                                                                                                                                • Background
                                                                                                                                                  • Product range and innovation
                                                                                                                                                    • Recent activity and promotion
                                                                                                                                                      • Suntory
                                                                                                                                                        • Background
                                                                                                                                                          • Product range and innovation
                                                                                                                                                            • Recent activity and promotion
                                                                                                                                                              • Smoothie bar chains
                                                                                                                                                                • Boost Juice Bars
                                                                                                                                                                  • Crussh Juice Bars
                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Innocent overtook PepsiCo as the top spender in 2013
                                                                                                                                                                        • Figure 33: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, 2011-14
                                                                                                                                                                        • Figure 34: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by top 10 advertisers, 2011-14
                                                                                                                                                                      • Innocent set to remain top spender in 2014
                                                                                                                                                                        • PepsiCo cuts back on adspend
                                                                                                                                                                          • Ribena launches its first ‘live action’ TV ad since 2007
                                                                                                                                                                            • Oasis turns to social media to engage with consumers
                                                                                                                                                                              • Vimto targets mums as well as teenagers with new brand mascot
                                                                                                                                                                              • The Consumer – Usage of Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Fruit juice enjoys higher usage than juice drinks and smoothies
                                                                                                                                                                                    • Figure 35: Frequency of fruit juice, juice drinks and smoothies usage, September 2014
                                                                                                                                                                                  • Usage of freshly made fruit juices/smoothies peaks amongst Millennials
                                                                                                                                                                                    • Figure 36: Usage of freshly made fruit juice/smoothies, September 2014
                                                                                                                                                                                  • Reduced sugar juice drinks see low usage
                                                                                                                                                                                    • Figure 37: Usage of fruit juice, juice drinks and smoothies, by type, September 2014
                                                                                                                                                                                • The Consumer – Attitudes Towards Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Most users think fruit juices/smoothies can be part of a healthy diet
                                                                                                                                                                                      • Figure 38: Attitudes towards fruit juice, juice drinks and smoothies, September 2014
                                                                                                                                                                                    • Users deem fruit juice fit for a healthy diet, but many are confused about sugar
                                                                                                                                                                                      • Operators look to sweeteners, but natural sugars widely deemed OK
                                                                                                                                                                                        • Many users are open to water and vegetable juice to cut sugar
                                                                                                                                                                                          • A role for vegetable juices
                                                                                                                                                                                            • Water content as a selling point
                                                                                                                                                                                              • Added benefits appeal widely
                                                                                                                                                                                                • Poor image haunts fruit juice in the on-trade
                                                                                                                                                                                                • The Consumer – Attitudes Towards Buying Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • One in four interested in more reduced sugar juice drinks made with natural sweeteners
                                                                                                                                                                                                      • Figure 39: Attitudes towards buying fruit juice, juice drinks and smoothies, September 2014
                                                                                                                                                                                                    • A fifth of buyers check the sugar content on-pack prior to purchase
                                                                                                                                                                                                      • While few shoppers are discount-led, brand loyalty is low
                                                                                                                                                                                                      • The Consumer – Fruit Juice, Juice Drinks and Smoothies Enticements

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Freezable fruit juice/juice drink/smoothie products appeal to one in four
                                                                                                                                                                                                            • Figure 40: Fruit juice, juice drinks and smoothies product enticements, September 2014
                                                                                                                                                                                                          • Coconut water usage is low but blends interest a fifth of consumers
                                                                                                                                                                                                            • One in five interested in smoothies with added protein
                                                                                                                                                                                                              • Added oats/fibre appeal to one in four smoothie drinkers
                                                                                                                                                                                                                • Three in 10 smoothie drinkers drawn to protein

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                Fruit Juice, Juice Drinks and Smoothies - UK - November 2014

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