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Fruit Juice, Juice Drinks and Smoothies - UK - November 2015

“Concerns around sugar are affecting the fruit juice, juice drinks and smoothies market. 36% of those buying less/not buying do so because of concerns over sugar content. Boding well for NPD is that 40% are interested in variants with reduced sugar and no sweeteners, and 24% in reduced sugar with plant-derived sweeteners such as stevia.”

–  Amy Price, Senior Food and Drink Analyst

This report looks at the following areas:

  • NPD looks to tackle consumer concerns on sugar
  • Added value drinks such as vegetable blends and cold-pressed juice can boost the market
  • Catering to the children’s market could prove lucrative for the future

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Sales continue to fall
              • Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2010-20
            • Slight value growth predicted over 2015-20
              • Fruit juice struggling, juice drinks in better health
                • Sugar attracts negative attention
                  • Rising incomes should help to support sales
                    • Companies and brands
                      • Fruit juice brands see sales fall in line with segment
                        • Juice drink leader Ribena sees sales fall, in contrast to category growth
                          • Smoothie leader Innocent dominates adspend
                            • Increase in low/no/reduced sugar variants in 2015 following media attention
                              • Innocent stands out as a brand
                                • The consumer
                                  • Fruit juice is drunk by almost three in four UK adults
                                    • Figure 2: Usage of fruit juice, juice drinks and smoothies, by frequency, September 2015
                                  • Fruit juice is seen as better for you by nearly three in four
                                    • Figure 3: Attitudes towards fruit juice, juice drinks and smoothies, September 2015
                                  • Steps to reduce sugar top enticements
                                    • Figure 4: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2015
                                  • Sugar is top reason for cutting back/not buying fruit juice/smoothies
                                    • Figure 5: Reasons for buying less or not buying fruit juice/smoothies, September 2015
                                  • What we think
                                  • Issues and Insights

                                    • NPD looks to tackle consumer concerns on sugar
                                      • The facts
                                        • The implications
                                          • Added value drinks such as vegetable blends and cold-pressed juice can boost the market
                                            • The facts
                                              • The implications
                                                • Catering to the children’s market could prove lucrative for the future
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Sales continue to fall
                                                        • Slight value growth predicted over 2015-20
                                                          • Fruit juice struggling, juice drinks in better health
                                                            • Sugar attracts negative attention
                                                              • Rising incomes should help to support sales
                                                              • Market Size and Forecast

                                                                • Market continues to suffer in the wake of sugar scare
                                                                  • Figure 6: UK value and volume sales of fruit juice, juice drinks and smoothies, 2010-20
                                                                • Forecast
                                                                  • Figure 7: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2010-20
                                                                  • Figure 8: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2010-20
                                                              • Segment Performance

                                                                • Fruit juice sees ongoing decline
                                                                  • Figure 9: UK value and volume sales fruit juice, 2010-20
                                                                  • Figure 10: Forecast of UK sales of fruit juice, by value, 2010-20
                                                                • Juice drinks see continued growth
                                                                    • Figure 11: UK value and volume sales of juice drinks, 2010-20
                                                                    • Figure 12: Forecast of UK sales of juice drinks, by value, 2010-20
                                                                  • Rising prices prop up smoothie sales
                                                                    • Figure 13: UK value and volume sales of smoothies, 2010-20
                                                                    • Figure 14: Forecast of UK sales of smoothies, by value, 2010-20
                                                                • Market Drivers

                                                                  • Sugar debate continues to impact the market
                                                                    • Ongoing opportunity for the category to push fruit/veg content
                                                                      • Figure 15: Agreement with the statement ‘I eat 5 portions of fruit/vegetables every day’, March 2012-August 2015
                                                                    • Rising incomes should benefit the market
                                                                      • Figure 16: Trends in consumers’ current financial situation compared to a year ago, net of “better off” and “worse off”, July 2011-Sept 2015
                                                                    • The rise in number of children should provide a boost
                                                                    • Key Players – What You Need to Know

                                                                      • Fruit juice brands see sales fall in line with segment
                                                                        • Juice drink leader Ribena sees sales fall, in contrast to category growth
                                                                          • Smoothie leader Innocent dominates adspend
                                                                            • Increase in low/no/reduced sugar variants in 2015 following media attention
                                                                              • Innocent stands out as a brand
                                                                              • Market Share

                                                                                • Fruit juice brands see sales fall in struggling segment
                                                                                  • Figure 17: UK retail sales of leading brands in the fruit juice market, by value and volume, 2013/14 and 2014/15
                                                                                  • Figure 18: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2013/14 and 2014/15
                                                                                • Juice drink leader Ribena sees sales fall, in contrast to category growth
                                                                                    • Figure 19: UK retail sales of leading brands in the juice drinks market, by value and volume, 2013/14 and 2014/15
                                                                                    • Figure 20: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2013/14 and 2014/15
                                                                                  • Innocent dominates smoothies, despite sales fall
                                                                                    • Figure 21: UK retail sales of leading brands in the smoothies market, by value and volume, 2013/14 and 2014/15
                                                                                • Launch Activity and Innovation

                                                                                  • Fruit juice, juice drinks and smoothies lead soft drinks innovation in 2015
                                                                                      • Figure 22: New product launches in the UK soft drinks market, by category, 2011-15
                                                                                    • Increase in low/no/reduced sugar variants in 2015 following media attention
                                                                                        • Figure 23: New product launches in the UK fruit juice, juice drinks and smoothies market, with a low/no/reduced sugar claim, 2011-15
                                                                                      • Stevia provides a way to reduce sugar and calorie content
                                                                                        • Vegetable blends offer a health halo
                                                                                          • Figure 24: New product launches in the UK fruit juice, juice drinks and smoothies market containing vegetables listed as an ingredient, 2011-15
                                                                                        • Juice drinks continue to explore fortification
                                                                                          • Cold-pressed continues to be referenced
                                                                                            • Figure 25: New product launches in the UK fruit juice, juice drinks and smoothies market that are described as ‘cold-pressed’ on-pack, 2011-15
                                                                                          • Smoothies look to use coconut milk as an ingredient
                                                                                          • Brand Communication and Promotion

                                                                                            • Advertisers continue to cut back
                                                                                              • Figure 26: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, 2012-15
                                                                                            • Innocent leads on spend
                                                                                              • Suntory steps up support for Ribena
                                                                                                • Oasis hopes to attract the teen market with honesty
                                                                                                  • Figure 27: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by top 10 advertisers (sorted by 2014), 2012-15
                                                                                                • Nielsen Media Research coverage
                                                                                                • Brand Research – Fruit Juice, Juice Drinks and Smoothies

                                                                                                    • What you need to know
                                                                                                      • Brand map
                                                                                                        • Figure 28: Attitudes towards and usage of selected drink brands, September 2015
                                                                                                      • Key brand metrics
                                                                                                        • Figure 29: Key metrics for selected drink brands, September 2015
                                                                                                      • Brand attitudes: Youthful brands associated with value
                                                                                                        • Figure 30: Attitudes, by drink brand, September 2015
                                                                                                      • Brand personality: Innocent’s product and price earn a more exclusive image
                                                                                                        • Figure 31: Brand personality – Macro image, September 2015
                                                                                                      • Tropicana has advantage on taste, Ribena on heritage
                                                                                                        • Figure 32: Brand personality – Micro image, September 2015
                                                                                                      • Brand analysis
                                                                                                        • Innocent stands out from the crowd and enjoys innovative, ethical image
                                                                                                          • Figure 33: User profile of Innocent, September 2015
                                                                                                        • Tropicana more likely to be described as delicious and refreshing
                                                                                                          • Figure 34: User profile of Tropicana, September 2015
                                                                                                        • Ribena is a trusted brand, helped by reputation and history
                                                                                                          • Figure 35: User profile of Ribena, September 2015
                                                                                                        • Robinsons Fruit Shoot has lower usage than all brands but higher trust than Capri-Sun
                                                                                                          • Figure 36: User profile of Robinsons Fruit Shoot, September 2015
                                                                                                        • Oasis lacks standout but has positive scores for experience-based attributes
                                                                                                          • Figure 37: User profile of Oasis, September 2015
                                                                                                        • Capri-Sun struggles to engage with older groups
                                                                                                          • Figure 38: User profile of Capri-Sun, September 2015
                                                                                                      • The Consumer – What You Need to Know

                                                                                                        • Fruit juice is drunk by almost three in four UK adults
                                                                                                          • Almost half drink fruit juice once a week or more
                                                                                                            • Fruit juice is seen as better for you by nearly three in four
                                                                                                              • Fruit and vegetable blends for children and fair trade ingredients appeal
                                                                                                                • Steps to reduce sugar top enticements
                                                                                                                  • Sugar is top reason for cutting back/not buying fruit juice/smoothies
                                                                                                                  • Usage of Fruit Juice, Juice Drinks and Smoothies

                                                                                                                    • Fruit juice is the most popular, drunk by almost three in four UK adults
                                                                                                                      • Figure 39: Usage of fruit juice, juice drinks and smoothies, September 2015
                                                                                                                    • Four in 10 drink 100% fruit juice, juice drinks and smoothies
                                                                                                                      • Figure 40: Crossover in usage of fruit juice, juice drinks and smoothies, September 2015
                                                                                                                    • Almost half drink fruit juice once a week or more
                                                                                                                      • Figure 41: Usage of fruit juice, juice drinks and smoothies, by frequency, September 2015
                                                                                                                    • Fruit juice from concentrate is the most popular format
                                                                                                                        • Figure 42: Types of fruit juice, juice drinks and smoothies drunk, September 2015
                                                                                                                      • Just over a quarter have drunk home-made juice/smoothies
                                                                                                                        • Freshly made in front of you
                                                                                                                          • Figure 43: Usage of fruit juice/smoothies freshly made in front of you, September 2015
                                                                                                                        • Freshly made by yourself
                                                                                                                          • Figure 44: Usage of fruit juice/smoothies freshly made by yourself, September 2015
                                                                                                                      • Attitudes towards Fruit Juice, Juice Drinks and Smoothies

                                                                                                                        • Nearly three in four users see fruit juice as healthier than CSDs
                                                                                                                          • Figure 45: Attitudes towards fruit juice, juice drinks and smoothies, September 2015
                                                                                                                        • Catering to children’s market would be well received
                                                                                                                          • Untapped interest in fair trade ingredients …
                                                                                                                            • … and British ingredients
                                                                                                                            • Fruit Juice, Juice Drinks and Smoothies Enticements

                                                                                                                              • Reduced sugar tops enticements
                                                                                                                                  • Figure 46: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2015
                                                                                                                                • Cold-pressed varieties appeal to a third
                                                                                                                                  • Opportunities for more interesting ingredients
                                                                                                                                  • Buying Habits of Fruit Juice and Smoothies

                                                                                                                                    • The majority are buying the same amount as six months ago
                                                                                                                                      • Figure 47: Changes in purchase patterns of fruit juice/smoothies over the last six months, September 2015
                                                                                                                                    • Healthier options drive those buying more
                                                                                                                                      • More than a third have switched from other soft drinks
                                                                                                                                        • Figure 48: Reasons for buying more fruit juice/smoothies, September 2015
                                                                                                                                      • Concern over sugar content is the top reason for not buying/buying less
                                                                                                                                        • Cost is still an issue for 24%
                                                                                                                                          • Figure 49: Reasons for buying less or not buying fruit juice/smoothies, September 2015
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                          • Abbreviations
                                                                                                                                            • Fan chart forecast
                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                • Figure 50: Trends in the age structure of the UK population, 2010-20
                                                                                                                                            • Appendix – Market Size and Forecast and Segment Performance

                                                                                                                                                • Figure 51: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by value, 2015-20
                                                                                                                                                • Figure 52: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by volume, 2015-20
                                                                                                                                                • Figure 53: Best- and worst-case forecasts for the UK fruit juice market, by value, 2015-20
                                                                                                                                                • Figure 54: Best- and worst-case forecasts for the UK fruit juice market, by volume, 2015-20
                                                                                                                                                • Figure 55: Forecast of UK retail sales of fruit juice, by volume, 2010-20
                                                                                                                                                • Figure 56: Best- and worst-case forecasts for the UK juice drinks market, by value, 2015-20
                                                                                                                                                • Figure 57: Best- and worst-case forecasts for the UK juice drinks market, by volume, 2015-20
                                                                                                                                                • Figure 58: Forecast of UK retail sales of juice drinks, by volume, 2010-20
                                                                                                                                                • Figure 59: Best- and worst-case forecasts for the UK smoothies market, by value, 2015-20
                                                                                                                                                • Figure 60: Best- and worst-case forecasts for the UK smoothies market, by volume, 2015-20
                                                                                                                                                • Figure 61: Forecast of UK retail sales of smoothies, by volume, 2010-20

                                                                                                                                            Companies Covered

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                                                                                                                                            Fruit Juice, Juice Drinks and Smoothies - UK - November 2015

                                                                                                                                            US $2,570.96 (Excl.Tax)