Fruit Juice, Juice Drinks and Smoothies - UK - November 2016
“Concerns around sugar continue to plague the category. While fruit juice is struggling under this pressure, the launch of no added or low sugar products and varieties claiming functional benefits appear to be helping fruit juice and smoothies. Unease around artificial sweeteners however, remains a concern.”
– Alyson Parkes, Research Analyst
This report will cover the following areas:
- High demand for transparency on sugar and sweeteners
- Supporting portion control can help keep juice on the menu
- High openness to smoothies as a meal replacement
Fruit juice looks likely to continue to suffer from sugar scrutiny, contributing to the forecasted volume decline over 2016-21. Price rises on the back of import inflation will prop up value sales but may dampen volumes further. Juice drinks have maintained volume growth despite the focus on sugar with a number of low/no/reduced sugar launches, which should help to grow the segment. Meanwhile, smoothies’ return to growth, thanks to NPD and marketing focused on health, could continue with NPD around new usage occasions.
The fact that four fifths of consumers drink fruit juice, juice drink or smoothies, is evidence of their lasting appeal. Nonetheless, steps to improve their nutritional credentials are needed to help restore consumer faith in the market. Meanwhile, drinks heavily reliant upon imported ingredients will find it hard to escape rising import prices, these potentially curbing usage.
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