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Fruit Juice, Juice Drinks and Smoothies - UK - November 2017

“While the Sugar Levy will impact juice drink sales, sugary variants in particular, there is marked potential to retain consumers through innovation in low-/no-added-sugar variants. Fruit juice has continued to struggle under the scrutiny over sugar, while the touting of functional health benefits appears to have helped smoothies flourish.”

- Alyson Parkes, Research Analyst

This report will look at the following areas:

  • A low-calorie proposition could boost the appeal of fruit juices, juice drinks and smoothies as alternatives to alcohol
  • Added protein could strengthen smoothies as a breakfast option
  • Estimated at £5.1 billion in 2017, total sales of fruit juice, juice drinks and smoothies grew by 6.6% over 2012-17, while volumes declined by 9.6% over the same period. A rise in average prices as well as cutbacks in fruit juice usage drove this.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market continues to lose volumes; rising prices prop up value sales
              • Value sales expected to keep climbing over 2017-22
                • Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2012-22
              • Falling volume sales continue for fruit juice
                • Sales of juice drinks climb despite sugar woes
                  • Smoothies segment sees sharp growth in sales
                    • Healthy lifestyles are widespread
                      • Sugar Levy planned for 2018; spotlight to be brought back on sweeteners
                        • Companies and brands
                          • Naked Juice bucks the downward trend in fruit juice
                            • Figure 2: Share of leading brands’ retail value sales in the UK fruit juice market, 2015/16 and 2016/17
                          • Strong own-label growth adds pressure to juice drink brands
                            • Figure 3: Share of leading brands’ retail value sales in the UK juice drinks market, 2015/16 and 2016/17
                          • Niche smoothie brands enjoy double-digit growth
                            • Figure 4: Share of leading brands’ retail value sales in the UK smoothies market, 2015/16 and 2016/17
                          • Functional claims flourish in the market
                            • Protein claims gain traction in the market
                              • 2017 sees sharp increase in adspend
                                • Innocent is the most heavily advertised brand
                                  • Tropicana is the most highly recommended brand; Innocent is the most innovative
                                    • The consumer
                                      • Significant increase in usage of 100% fruit juices and smoothies
                                        • Figure 5: Fruit juice, juice drinks and smoothies usage, September 2016 and September 2017
                                      • 16-24s are key users of fruit juice from concentrate
                                        • Figure 6: Types of fruit juice, juice drinks and smoothies drunk, September 2017
                                      • Breakfast is the top occasion for drinking fruit juice
                                        • Figure 7: When fruit juice, juice drinks and smoothies are drunk, September 2017
                                      • High openness to fruit juices, juice drinks and smoothies as alternatives to alcoholic drinks
                                        • 18-24s drawn to better availability in pubs/restaurants
                                          • Figure 8: Factors to encourage drinking of fruit juice, juice drinks and smoothies as alternatives to alcoholic drinks, September 2017
                                        • Artificial ingredients still a concern for consumers
                                          • Figure 9: Attitudes towards fruit juice, juice drinks and smoothies, September 2017
                                        • Cutting back on consumption is the most likely reaction
                                          • Figure 10: Expected reactions to the Soft Drinks Sugar Levy on juice drink consumption, September 2017
                                        • What we think
                                        • Issues and Insights

                                          • Concerns around sugar and artificial sweeteners continue to pose challenges to the juice drink industry
                                            • The facts
                                              • The implications
                                                • A low-calorie proposition could boost the appeal of fruit juices, juice drinks and smoothies as alternatives to alcohol
                                                  • The facts
                                                    • The implications
                                                      • Added protein could strengthen smoothies as a breakfast option
                                                        • The facts
                                                          • The implications
                                                          • The Market – What You Need to Know

                                                            • Market continues to lose volumes; rising prices prop up value sales
                                                              • Value sales expected to keep climbing over 2017-22
                                                                • Falling volume sales continue for fruit juice
                                                                  • Sales of juice drinks climb despite sugar woes
                                                                    • Smoothies segment sees sharp growth in sales
                                                                      • Healthy lifestyles are widespread
                                                                        • Sugar Levy planned for 2018; spotlight to be brought back on sweeteners
                                                                        • Market Size and Forecast

                                                                          • Market continues to lose volume; rising prices prop up value sales
                                                                            • Figure 11: UK value and volume sales of fruit juice, juice drinks and smoothies, 2012-22
                                                                          • Value sales expected to keep climbing
                                                                              • Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2012-22
                                                                              • Figure 13: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2012-22
                                                                            • Forecast methodology
                                                                            • Market Segmentation

                                                                              • Falling volume sales continue for fruit juice
                                                                                • Figure 14: Forecast of UK sales of fruit juice, by value and volume, 2012-22
                                                                                • Figure 15: Forecast of UK sales of fruit juice, by value, 2012-22
                                                                              • Sales of juice drinks climb despite sugar woes
                                                                                • Figure 16: Forecast of UK sales of juice drinks, by value and volume, 2012-22
                                                                                • Figure 17: Forecast of UK sales of juice drinks, by value, 2017-22
                                                                              • Sugar Levy expected to drive volumes down
                                                                                • Figure 18: Forecast of UK sales of juice drinks, by volume, 2012-22
                                                                              • Steep growth for smoothies expected to continue
                                                                                • Figure 19: Forecast of UK sales of smoothies, by value and volume, 2012-22
                                                                                • Figure 20: Forecast of UK sales of smoothies, by value, 2012-22
                                                                            • Market Drivers

                                                                              • Healthy lifestyles are widespread
                                                                                • Government steps up scrutiny of sugar
                                                                                  • Soft Drinks Sugar Levy planned for 2018
                                                                                    • Sweeteners to be brought back under the spotlight
                                                                                      • End of EU quotas expected to bring cheaper sugar
                                                                                        • Falling value of the Pound has pushed up import prices
                                                                                          • Bad weather pushed up the price of fruit juices
                                                                                            • Novel Foods Directive may open door for new fruits and shorter supply routes
                                                                                              • Growing population of children should prop up usage
                                                                                              • Companies and Brands – What You Need to Know

                                                                                                • Naked Juice bucks the downward trend in fruit juice
                                                                                                  • Strong own-label growth adds pressure to juice drink brands
                                                                                                    • Niche smoothie brands enjoy double-digit growth
                                                                                                      • Functional claims flourish in the market
                                                                                                        • Protein claims gain traction in the market
                                                                                                          • 2017 sees sharp increase in adspend
                                                                                                            • Innocent is the most heavily advertised brand
                                                                                                              • Tropicana is the most highly recommended brand; Innocent is the most innovative
                                                                                                              • Market Share

                                                                                                                • Naked Juice bucks the downward trend in fruit juice
                                                                                                                  • Figure 21: UK retail sales of leading brands in the fruit juice market, by value and volume, 2015/16 and 2016/17
                                                                                                                • Strong own-label sales growth adds pressure to juice drink brands
                                                                                                                  • Figure 22: UK retail sales of leading brands in the juice drinks market, by value and volume, 2015/16 and 2016/17
                                                                                                                • Niche brands enjoy double-digit growth in thriving smoothies segment
                                                                                                                  • Figure 23: UK retail sales of leading brands in the smoothies market, by value and volume, 2015/16 and 2016/17
                                                                                                              • Launch Activity and Innovation

                                                                                                                • Fruit juice, juice drinks and smoothie share of launch activity overtaken
                                                                                                                  • Figure 24: New product launches in the UK soft drinks market, by category, 2013-17
                                                                                                                • Retailers lead launch activity
                                                                                                                  • Figure 25: New product launches in the UK fruit juice, juice drinks and smoothies market, by top companies, 2013-17
                                                                                                                • Tropicana moves into the smoothies market with Morning Boost range
                                                                                                                  • L/N/R sugar launches continue to climb
                                                                                                                    • Figure 26: New product launches in the UK fruit juice, juice drinks and smoothies market carrying an L/N/R sugar claim, 2013-17
                                                                                                                  • More activity in plant “waters”
                                                                                                                    • Functional claims flourish in the market
                                                                                                                      • Figure 27: New product launches in the UK fruit juice, juice drink and smoothies market carrying a functional claim, 2013-17
                                                                                                                    • Protein claims gain traction in the market but remain niche
                                                                                                                      • Sour and exotic flavours inject excitement into the category
                                                                                                                        • Oasis looks to sour flavours
                                                                                                                          • Exotic fruits from Sunpride and Tropicana
                                                                                                                            • Robinsons and Sunny D NPD targets young adults
                                                                                                                              • NPD taps into seasonal celebrations
                                                                                                                                • Ribena redesigns its packaging
                                                                                                                                  • Cold-pressed juices gain momentum
                                                                                                                                    • Launch activity in coconut water soars
                                                                                                                                      • Figure 28: Share of new product launches in the UK fruit juice, juice drinks and smoothies market with coconut water, 2013-17
                                                                                                                                    • Simplee Aloe pioneers aloe vera-infused coconut water
                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                      • 2017 sees sharp increase in adspend
                                                                                                                                        • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2013-17
                                                                                                                                      • Britvic overtakes PepsiCo as the highest-spending advertiser
                                                                                                                                        • Britvic’s Fruit Shoot launches ‘It’s My Thing’ campaign
                                                                                                                                          • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top spending advertisers, 2013-17
                                                                                                                                        • Innocent is the most heavily advertised brand
                                                                                                                                          • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top brands, 2013-17
                                                                                                                                        • Oasis launches competition allowing shoppers to win share of marketing budget
                                                                                                                                          • Capri-Sun supports no-added-sugar range with summer push
                                                                                                                                            • ‘Doodle Your World’ campaign from Ribena
                                                                                                                                              • Ribena pushes British blackcurrants with ‘Farmily’ Fun Day
                                                                                                                                                • ‘Reach for the beach’ campaign from Vita Coco
                                                                                                                                                  • Grace Aloe Vera encourages consumers to ‘Reboot Your Normal’
                                                                                                                                                    • Rubicon becomes the official drink of English cricket
                                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                                      • Brand Research

                                                                                                                                                          • What you need to know
                                                                                                                                                            • Brand map
                                                                                                                                                              • Figure 32: Attitudes towards and usage of selected brands, October 2017
                                                                                                                                                            • Key brand metrics
                                                                                                                                                              • Figure 33: Key metrics for selected brands, October 2017
                                                                                                                                                            • Brand attitudes: Tropicana and Ribena are widely seen to have consistently high quality
                                                                                                                                                              • Figure 34: Attitudes, by brand, October 2017
                                                                                                                                                            • Brand personality: Innocent seen as the most diverse brand with a strong ethical image
                                                                                                                                                              • Figure 35: Brand personality – Macro image, October 2017
                                                                                                                                                            • Ribena has the most traditional image
                                                                                                                                                              • Figure 36: Brand personality – Micro image, October 2017
                                                                                                                                                            • Brand analysis
                                                                                                                                                              • Tropicana has near universal awareness and is the most highly recommended
                                                                                                                                                                • Figure 37: User profile of Tropicana, October 2017
                                                                                                                                                              • Innocent is seen as the most innovative brand, and most worth paying more for
                                                                                                                                                                • Figure 38: User profile of Innocent, October 2017
                                                                                                                                                              • Ribena is the joint most trusted brand, and leads in being seen to offer good value
                                                                                                                                                                • Figure 39: User profile of Ribena, October 2017
                                                                                                                                                              • Robinsons Fruit Shoot widely seen as accessible and fun
                                                                                                                                                                • Figure 40: User profile of Robinsons Fruit Shoot, October 2017
                                                                                                                                                              • Capri-Sun has a strong refreshing image but struggles to be seen as delicious
                                                                                                                                                                • Figure 41: User profile of Capri-Sun, October 2017
                                                                                                                                                              • Vimto’s key associations are fun and accessible
                                                                                                                                                                • Figure 42: User profile of Vimto, October 2017
                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                              • Significant increase in usage of 100% fruit juices and smoothies
                                                                                                                                                                • 16-24s are key users of fruit juice from concentrate
                                                                                                                                                                  • Breakfast is the top occasion for drinking fruit juice
                                                                                                                                                                    • High openness to fruit juices, juice drinks and smoothies as alternatives to alcoholic drinks
                                                                                                                                                                      • 18-24s drawn to better availability in pubs/restaurants
                                                                                                                                                                        • Artificial ingredients still a concern for consumers
                                                                                                                                                                          • Cutting back on consumption is the most likely reaction
                                                                                                                                                                          • Usage of Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                            • Significant increase in usage of 100% fruit juice and smoothies
                                                                                                                                                                              • 16-34s are core users
                                                                                                                                                                                • Focus on positive nutrition looks to fuel rise in smoothie usage
                                                                                                                                                                                  • Figure 43: Usage of fruit juice, juice drinks and smoothies, September 2016 and September 2017
                                                                                                                                                                                • Consumption of juice drinks remains high
                                                                                                                                                                                  • Smoothies continue to be the least frequently drunk
                                                                                                                                                                                    • Figure 44: Frequency of drinking fruit juice, juice drinks and smoothies, September 2017
                                                                                                                                                                                  • A sizeable share of consumers make their own fruit juice/smoothies
                                                                                                                                                                                    • Figure 45: drinking freshly made fruit juice/smoothies, September 2017
                                                                                                                                                                                  • 16-24s are key users of fruit juice from concentrate
                                                                                                                                                                                    • Figure 46: Types of fruit juice, juice drinks or smoothies drunk, September 2017
                                                                                                                                                                                  • Cold-pressed fruit juices/smoothies are popular with urbanites and Londoners
                                                                                                                                                                                  • When Fruit Juice, Juice Drinks and Smoothies are Drunk

                                                                                                                                                                                    • Breakfast at home is the top occasion for drinking fruit juice
                                                                                                                                                                                      • Opportunities to push fruit juice in other occasions
                                                                                                                                                                                        • Figure 47: When fruit juice, juice drinks and smoothies are drunk, sorted by 100% fruit juice, September 2017
                                                                                                                                                                                      • Juice drinks are most commonly drunk in between meals
                                                                                                                                                                                        • Out-of-home consumption most important for smoothies
                                                                                                                                                                                        • Factors to Encourage Use as an Alternative to Alcohol

                                                                                                                                                                                          • Nearly two thirds of adults would consider fruit juices, juice drinks or smoothies as alternatives to alcoholic drinks
                                                                                                                                                                                            • Figure 48: Factors to encourage fruit juice, juice drinks and smoothies as alternatives to alcoholic drinks, September 2017
                                                                                                                                                                                          • Natural sweeteners is a key enticement
                                                                                                                                                                                            • 18-24s most drawn to better availability in pubs/restaurants
                                                                                                                                                                                              • Top pub-goers take most interest in fruit juices/juice drinks here
                                                                                                                                                                                                • A case for driving awareness of soft drinks
                                                                                                                                                                                                  • Cocktail imitations also appeal to younger age groups
                                                                                                                                                                                                    • Emphasising the calorie content would draw the attention of women
                                                                                                                                                                                                    • Attitudes towards Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                                      • Easy-to-recycle packaging is important to most consumers
                                                                                                                                                                                                        • Four in five want ease of recycling
                                                                                                                                                                                                          • Clear recycling symbols should appeal
                                                                                                                                                                                                            • Figure 49: Attitudes towards fruit juice, juice drinks and smoothies, September 2017
                                                                                                                                                                                                          • Artificial ingredients still a concern for consumers
                                                                                                                                                                                                            • Figure 50: New product launches in the UK juice drinks market, carrying an all-natural or a no additives/preservatives claim, 2013-17
                                                                                                                                                                                                          • Nearly a third of people recognise 150ml fruit juice intake limit
                                                                                                                                                                                                            • Trust in functional claims highest amongst men and younger cohorts
                                                                                                                                                                                                              • Figure 51: Share of new product launches in the UK fruit juice, juice drinks and smoothies market carrying a functional claim, 2013-17
                                                                                                                                                                                                          • Expected Reactions to the Soft Drinks Sugar Levy

                                                                                                                                                                                                            • Methodology
                                                                                                                                                                                                              • Cutting back on consumption is the most likely reaction
                                                                                                                                                                                                                • Figure 52: Expected reactions to the Soft Drinks Sugar Levy on juice drinks consumption, September 2017
                                                                                                                                                                                                              • A quarter would not change their consumption habits at all
                                                                                                                                                                                                                • Low- or no-sugar drinks set to benefit from sugary drinks’ price rise
                                                                                                                                                                                                                  • Figure 53: Expected behaviour change of those who would cut back or stop drinking juice drinks, September 2017
                                                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                                      • Forecast methodology
                                                                                                                                                                                                                          • Figure 54: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by value, 2017-22
                                                                                                                                                                                                                          • Figure 55: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by volume, 2017-22
                                                                                                                                                                                                                          • Figure 56: Best- and worst-case forecasts for the UK fruit juice market, by value, 2017-22
                                                                                                                                                                                                                          • Figure 57: Best- and worst-case forecasts for the UK fruit juice market, by volume, 2017-22
                                                                                                                                                                                                                          • Figure 58: Forecast of UK sales of fruit juice, by volume, 2012-22
                                                                                                                                                                                                                          • Figure 59: Best- and worst-case forecasts for the UK juice drinks market, by value, 2017-22
                                                                                                                                                                                                                          • Figure 60: Best- and worst-case forecasts for the UK juice drinks market, by volume, 2017-22
                                                                                                                                                                                                                          • Figure 61: Best- and worst-case forecasts for the UK smoothies market, by value, 2017-22
                                                                                                                                                                                                                          • Figure 62: Best- and worst-forecasts for the UK smoothies market, by volume, 2017-22
                                                                                                                                                                                                                          • Figure 63: Forecast of UK sales of smoothies, by volume, 2017-22
                                                                                                                                                                                                                      • Appendix – Market Share

                                                                                                                                                                                                                          • Figure 64: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2015/16 and 2016/17
                                                                                                                                                                                                                          • Figure 65: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2015/16 and 2016/17
                                                                                                                                                                                                                          • Figure 66: UK retail sales of leading manufacturers in the smoothies market, by value and volume, 2015/16 and 2016/17
                                                                                                                                                                                                                      • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                          • Figure 67: New product launches in the UK fruit juice, juice drinks and smoothie market, by own-label and brands, 2013-17
                                                                                                                                                                                                                          • Figure 68: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 claims, 2013-17
                                                                                                                                                                                                                          • Figure 69: New product launches in the UK fruit juice, juice drinks and smoothies market carrying a high/added-protein claim, 2013-17
                                                                                                                                                                                                                      • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                          • Figure 70: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top spending advertisers, 2013-17
                                                                                                                                                                                                                          • Figure 71: Share of above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by top brands, 2013-17
                                                                                                                                                                                                                          • Figure 72: Total recorded above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by media type, 2013-17
                                                                                                                                                                                                                          • Figure 73: Share of new product launches in the UK fruit juice, juice drinks and smoothies market made with natural sweeteners, 2013-17
                                                                                                                                                                                                                          • Figure 74: Share of new product launches in the UK fruit juices, juice drinks and smoothies market, carrying an environmentally friendly package claim, 2013-17
                                                                                                                                                                                                                      • Appendix – The Consumer

                                                                                                                                                                                                                          • Figure 75: Usage of fruit juice, juice drinks and smoothies, by age, September 2017
                                                                                                                                                                                                                          • Figure 76: Repertoire of types of fruit juice, juice drinks and smoothies drunk, September 2017
                                                                                                                                                                                                                          • Figure 77: Factors to encourage fruit juice, juice drinks and smoothies as alternatives to alcoholic drinks, by those containing only natural sweeteners, by age, September 2017

                                                                                                                                                                                                                      Fruit Juice, Juice Drinks and Smoothies - UK - November 2017

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