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Juice and Juice Drinks - Canada - November 2014

“Consumers decide what foods constitute a snack. Foods that can satisfy across more day parts should benefit from a growing propensity for snacking. Juice as a liquid snack can be leveraged within this growing meal occasion. Its liquid form makes it an easy to consume, easy to carry way of getting vital nutrients or other specific functional benefits.”
– Jason Praw, Head of Canadian Research

This report looks at the following areas:

  • Using juice to deliver nutrients that are relevant to Boomers
  • Focus on value and benefits relevant to Millennials
  • Invest in innovation that targets the expanding juice enthusiast base
  • Proving the health benefits of juice will make them more palatable for parents

The juice category is mature in Canada with 87% of Canadians drinking juice. Juice consumption has been in decline for the last five years with volume decreasing from the year before.

While the category benefits from a health halo, the perception of high price, high calories and sugar and the proliferation of more healthful beverages have impacted consumption. The expectation is that the decline in consumption will continue for the next five years, as the population ages, more beverage options enter the market and rising ingredient costs keep price levels higher. Despite these challenges, the category is well positioned to benefit from some emerging trends.

Half of Canadians believe that juice is a way to get their daily fruits and vegetables, therefore they can be engaged on this basis by enhancing juice offerings with needed nutrition that fruits and vegetables may not offer. The projected growth of kids aged 5-14 in the next five years is also opportunistic as kids are more likely to be prolific juice drinkers. Juice is well positioned to target parents with better products for kids, including ‘just for kids’ juice and juice blend offerings that address parents’ concerns about sugar intake while providing kids with needed nutrients and fun.

This report examines the market for consumption of fruit juice, smoothies and juice drinks and nectars in Canada.

Juice includes the following types:

  • Chilled juice in cartons or bottles found in the refrigerated section
  • Non-refrigerated types found in the grocery aisle
  • Frozen fruit juice or drinks such as concentrated cans found in the freezer section
  • Portable juices such as juice boxes and single serve bottles
  • Vegetable juices
  • Powdered juice drinks
  • Fruit smoothies and smoothies in chilled cartons/bottles or in portable bottles
  • Juice mixers
  • Squash cordials

It should be noted that chilled juice may include both fruit juice and juice drinks. Fruit juice is made with 100% pure fruit juice, while juice drinks contain less than 100% juice and have added ingredients, such as water, sweeteners, flavourings, etc. Value figures throughout this report are at retail selling prices. Market sizes at constant 2014 prices are devised using Mintel’s drinks deflator which has been tailored to the Canadian market. Market size data relates to value and volume sales via the retail channel only, with non-retail sales referred to within analysis where applicable.

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • Market overview
                • Canada’s population is expected to age in the coming years
                  • Figure 1: Projected trends in the age structure of the Canada population, 2014-19
                • The consumer
                  • While the juice market is mature, penetration opportunities exist across juice types
                    • Figure 2: Types of juices consumed in the last three months, August 2014
                  • Quenching one’s thirst is the main reason for drinking juice and juice drinks
                    • Figure 3: Occasions for drinking juice and juice drinks, August 2014
                  • Price, flavour and trusted brand are all key motivators in the juice purchase decision
                    • Figure 4: Importance of different factors when purchasing juices (any rank 1-5), August 2014
                  • Cost, unhealthy ingredients and a preference for real fruit are the primary barriers to juice consumption
                    • Figure 5: Barriers to drinking more juice, juice drinks or smoothies, August 2014
                  • The majority of juice drinkers want more information on sweeteners and how juice is made
                    • Figure 6: Attitudes towards fruit juice, juice drinks and smoothies, August 2014
                  • What we think
                  • Issues and Insights

                      • Using juice to deliver nutrients that are relevant to Boomers
                        • The facts
                          • The implications
                            • Focus on value and benefits relevant to Millennials
                              • The facts
                                • The implications
                                  • Invest in innovation that targets the expanding juice enthusiast base
                                    • The facts
                                      • The implications
                                        • Proving the health benefits of juice will make them more palatable for parents
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Locavore
                                                  • Trend: Prove it
                                                    • Trend Life Hacking
                                                    • Market Drivers

                                                      • Key points
                                                        • Trend toward reducing sugar may cause decline in juice consumption
                                                          • Figure 7: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
                                                        • Canada’s older population expected to grow
                                                          • Figure 8: Projected trends in the age structure of the Canadian population, 2014 versus 2019
                                                        • Economic overview
                                                          • Consumer confidence and disposable income remain steadfast
                                                            • Figure 9: Consumer Confidence Index, monthly, January 2008-July 2014
                                                            • Figure 10: Household disposable income and saving rate in Canada, Q1 2008-14
                                                          • Key economic indicators suggest higher food prices are in-store for Canadians
                                                            • Figure 11: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2009-14
                                                            • Figure 12: Annual average exchange rates for the Canadian dollar, 2010-14
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Competitive Context

                                                              • Key points
                                                                • Juices performing poorly in the soft drinks landscape
                                                                  • Figure 13: Value retail sales ($ millions) in selected beverage categories in Canada, 2009-13
                                                                  • Figure 14: Volume retail sales (million litres) in selected beverage categories in Canada, 2009-13
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Lassonde leads the way for NPD activity in juices
                                                                    • Figure 15: Share of new product launches within the Canada juices market, by leading companies, 2010-14
                                                                    • Figure 16: Share of new product launches within the Canada juices market, by leading brands, 2010-14
                                                                  • Other branded launches of note
                                                                    • Juice brands making more product claims
                                                                      • Figure 17: Share of new product launches within the Canada juices market, by claims, 2010-14
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Canada’s juice and juice drinks market continues to face challenges
                                                                        • Figure 18: JUICE TRENDS – Actuals vs Forecast 2009-19
                                                                        • Figure 19: Forecast of Canada retail sales of juice and juice drinks, by volume, 2009-19
                                                                      • Values expected to continue on a slow decline
                                                                        • Figure 20: Forecast of Canada retail sales of juice and juice drinks, by volume, 2009-19
                                                                      • Forecast methodology
                                                                      • Segment Performance and Market Share

                                                                        • Key points
                                                                          • Pure juice volume continues to decline impacted by demographics and higher ingredient costs
                                                                            • Figure 21: Canada value and volume retail sales of pure juice, at current and constant prices, 2009-19
                                                                            • Figure 22: Forecast of Canada retail sales of pure juice, by volume, 2009-19
                                                                            • Figure 23: Forecast of Canada retail sales of pure juice prices, by value 2009-19
                                                                          • Juice drinks volume will fare better supported by lower retails
                                                                            • Figure 24: Canada value and volume retail sales of juice drinks and nectars, at current and constant prices, 2009-19
                                                                            • Figure 25: Forecast of Canada retail sales of juice drinks and nectars, by volume, 2009-19
                                                                            • Figure 26: Forecast of Canada retail sales of juice drinks and nectars, by value 2009-19
                                                                          • A Lassonde still leads from a volume and value perspective
                                                                            • PepsiCo and Coca-Cola have lost traction since 2011. Smaller players have taken share.
                                                                              • Figure 27: Company retail market share by volume (%)
                                                                              • Figure 28: Company retail market share by value (%)
                                                                          • Companies and Products

                                                                              • PepsiCo
                                                                                • Overview and company information
                                                                                  • Recent activity and innovation
                                                                                    • The Coca-Cola Company
                                                                                      • Overview and company information
                                                                                        • Recent activity and innovation
                                                                                          • Lassonde Industries
                                                                                            • Overview and company information
                                                                                              • Recent activity and innovation
                                                                                                • Dr Pepper Snapple Group
                                                                                                  • Recent activity and innovation
                                                                                                    • Sun-Rype
                                                                                                      • Overview and company information
                                                                                                        • Recent activity and innovation
                                                                                                          • Ocean Spray
                                                                                                            • Overview and company information
                                                                                                              • Recent activity and innovation
                                                                                                              • Brand Research and Social Media

                                                                                                                • Key findings
                                                                                                                  • Market overview
                                                                                                                    • Key social media metrics
                                                                                                                      • Figure 29: Key social media metrics, August 2014
                                                                                                                    • Brand usage and awareness
                                                                                                                      • Figure 30: Brand usage and awareness for selected juice and juice drink brands, August 2014
                                                                                                                    • Interactions with juice and juice drink brands
                                                                                                                      • Figure 31: interactions with selected juice and juice drink brands, August 2014
                                                                                                                    • Leading online campaigns
                                                                                                                      • What we think
                                                                                                                        • Online conversations
                                                                                                                          • Figure 32: Online conversations for selected juice and juice drink brands, by day, October 21, 2013-October 21, 2014
                                                                                                                        • Where are people talking about juice drink brands?
                                                                                                                          • Figure 33: Online conversations for selected juice and juice drink brands, by page type, October 21, 2013-October 21, 2014
                                                                                                                        • What are people talking about?
                                                                                                                          • Figure 34: Topics of conversation around selected juice and juice drink brands, October 21, 2013-October 21, 2014
                                                                                                                      • The Consumer – Juice Consumption

                                                                                                                        • Key points
                                                                                                                          • While the juice market is mature, penetration opportunities exist across juice types
                                                                                                                            • Figure 35: Types of juices consumed in the last three months, August 2014
                                                                                                                          • Consumers aged 18-34 are most likely to be medium juice drinkers, signalling an opportunity for increased consumption
                                                                                                                            • Figure 36: Juice drink consumption in the past three months by age group, August 2014
                                                                                                                          • Chilled juices like Tropicana or Minute Maid are consumed most often
                                                                                                                            • Figure 37: Juices drinks consumed in the last three months, August 2014
                                                                                                                            • Figure 38: Juices drinks consumed in the last three months by age, August 2014
                                                                                                                          • Vegetable juice is consumed most often, among the other juice types
                                                                                                                            • Figure 39: Other juices consumed in the last three months, August 2014
                                                                                                                            • Figure 40: Other juices consumed in the last three months by age, August 2014
                                                                                                                          • Half of Canadians drank at least five types of juice in the past three months
                                                                                                                            • Figure 41: Repertoire of juice and juice drinks types consumed in past three months, August 2014
                                                                                                                        • The Consumer – Occasions for Consumption

                                                                                                                          • Key points
                                                                                                                            • Quenching one’s thirst is the main reason for drinking juice and juice drinks
                                                                                                                              • Figure 42: Occasions for drinking juice and juice drinks, August 2014
                                                                                                                              • Figure 43: Top five reasons for juice or juice drink consumption by age, August 2014
                                                                                                                              • Figure 44: Top five reasons for drinking juice or juice drinks by consumption frequency, August 2014
                                                                                                                          • The Consumer – Purchase Drivers

                                                                                                                            • Key points
                                                                                                                              • Price, flavour and trusted brand are all key motivators in the juice purchase decision
                                                                                                                                • Figure 45: Importance of different factors when purchasing juices (any rank 1-5), August 2014
                                                                                                                                • Figure 46: Juice and juice drink motivating factors - #1 ranked, August 2014
                                                                                                                              • Purchase motivation differs slightly by frequency of juice drink consumption
                                                                                                                                • Figure 47: Select purchase motivators by consumption frequency, August 2014
                                                                                                                            • The Consumer – Barriers to Consumption

                                                                                                                              • Key points
                                                                                                                                • Cost, unhealthy ingredients and a preference for real fruit are the primary barriers to juice consumption
                                                                                                                                  • Figure 48: Barriers to drinking more juice, juice drinks or smoothies, August 2014
                                                                                                                                • Females are more preoccupied with calories, healthy ingredients and a preference for eating fruits and vegetables
                                                                                                                                  • Figure 49: Select barriers to drinking more juice, juice drinks or smoothies by gender, August 2014
                                                                                                                              • The Consumer – Attitudes towards Juices

                                                                                                                                • Key points
                                                                                                                                  • Summary of attitudes towards fruit juice, juice drinks and smoothies
                                                                                                                                    • Figure 50: Attitudes towards fruit juice, juice drinks and smoothies, August 2014
                                                                                                                                  • The majority of juice drinkers want more information on sweeteners and how juice is made
                                                                                                                                    • Figure 51: Attitudes towards fruit juice, juice drinks and smoothies: information, August 2014
                                                                                                                                  • Half of Canadians agree that fruit juice is a good substitute for fruits and vegetables
                                                                                                                                    • Figure 52: Attitudes towards fruit juice, juice drinks and smoothies: health, August 2014
                                                                                                                                  • Some 42% of Canadians prefer single-flavoured juices
                                                                                                                                    • Figure 53: Attitudes towards fruit juice, juice drinks and smoothies: taste, August 2014
                                                                                                                                  • A quarter of Canadians see the value in both exotic juice flavours and smoothies
                                                                                                                                    • Figure 54: Attitudes towards fruit juice, juice drinks and smoothies: value, August 2014
                                                                                                                                • The Consumer – Juice and Chinese Canadians

                                                                                                                                  • Key points
                                                                                                                                    • Chinese Canadian drinkers believe in the health benefits and are high value consumers
                                                                                                                                      • Figure 55: Attitude Toward Juice and Juice Drinks: Chinese Canadians vs overall population, August, 2014
                                                                                                                                    • There is opportunity to move Chinese Canadians up the consumption ladder
                                                                                                                                      • Figure 56: Juice and juice drink consumption in the Past Three Months: Chinese Canadians vs overall population, August, 2014
                                                                                                                                    • The consumptions opportunities are tied to health benefits
                                                                                                                                      • Figure 57: Repertoire of Juice and juice drink consumption in the past 3 months, Chinese Canadians against overall population, August 2014
                                                                                                                                      • Figure 58: Reasons For Consumption of Juice and juice drinks: Chinese Canadians vs overall population, August 2014
                                                                                                                                    • Build on brand trust through transparency of production and ingredient sourcing
                                                                                                                                      • Figure 59: Purchase motivators for juice and juice drinks: Chinese Canadians vs overall population, August 2014
                                                                                                                                      • Figure 60: Purchase Barriers for juice and juice drinks: Chinese Canadians against overall population, August 2014
                                                                                                                                  • The Consumer – Target Groups

                                                                                                                                    • Key points
                                                                                                                                      • Four target groups
                                                                                                                                        • Figure 61: Target groups for juices, August 2014
                                                                                                                                      • Uninvolved (29%)
                                                                                                                                        • The Skeptics (23%)
                                                                                                                                          • Juice for Health (26%)
                                                                                                                                            • Juice Enthusiasts (22%)
                                                                                                                                            • Appendix – Social Media for Juice and Juice Drink Brands

                                                                                                                                              • Brand usage or awareness
                                                                                                                                                • Figure 62: Brand usage or awareness, August 2014
                                                                                                                                                • Figure 63: Tropicana usage or awareness, by demographics, August 2014
                                                                                                                                                • Figure 64: Minute maid usage or awareness, by demographics, August 2014
                                                                                                                                                • Figure 65: Oasis usage or awareness, by demographics, August 2014
                                                                                                                                                • Figure 66: SunRype usage or awareness, by demographics, August 2014
                                                                                                                                                • Figure 67: Simply Orange usage or awareness, by demographics, August 2014
                                                                                                                                                • Figure 68: Ocean Spray usage or awareness, by demographics, August 2014
                                                                                                                                              • Activities done
                                                                                                                                                • Figure 69: Activities done, August 2014
                                                                                                                                                • Figure 70: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for Tropicana, by demographics, August 2014
                                                                                                                                                • Figure 71: Agreement with statement ‘I have contacted/interacted with the brand online on social media to…’ for Tropicana, by demographics, August 2014
                                                                                                                                                • Figure 72: Agreement with statement ‘I follow/like the brand on social media because….’ for Tropicana, by demographics, August 2014
                                                                                                                                                • Figure 73: Agreement with statement ‘I have researched the brand on social media to…’ for Tropicana, by demographics, August 2014
                                                                                                                                                • Figure 74: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for Minute Maid, by demographics, August 2014
                                                                                                                                                • Figure 75: Agreement with statement ‘I have contacted/interacted with the brand online on social media to…’ for Minute Maid, by demographics, August 2014
                                                                                                                                                • Figure 76: Agreement with statement ‘I have researched the brand on social media to…’ for Minute Maid, by demographics, August 2014
                                                                                                                                                • Figure 77: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for Oasis, by demographics, August 2014
                                                                                                                                                • Figure 78: Agreement with statement ‘I have researched the brand on social media to…’ for Oasis, by demographics, August 2014
                                                                                                                                                • Figure 79: Agreement with statement ‘I have looked up/talked about this brand online on social media…’ for SunRype, by demographics, August 2014
                                                                                                                                                • Figure 80: Agreement with statement ‘I have researched the brand on social media to…’ for SunRype, by demographics, August 2014
                                                                                                                                                • Figure 81: Agreement with statement ‘I have researched the brand on social media to…’ for Simply Orange, by demographics, August 2014
                                                                                                                                                • Figure 82: Agreement with statement ‘I have researched the brand on social media to…’ for Ocean Spray, by demographics, August 2014
                                                                                                                                            • Appendix – The Consumer – Juice Consumption

                                                                                                                                                • Figure 83: Juice and drinks usage in the past 3 months, August 2014
                                                                                                                                                • Figure 84: Juice and drinks usage in the past 3 months – Juice drinks, by demographics, August 2014
                                                                                                                                                • Figure 85: Juice and drinks usage in the past 3 months – Fruit smoothies, by demographics, August 2014
                                                                                                                                                • Figure 86: Juice and drinks usage in the past 3 months – Chilled carton/bottle juice, by demographics, August 2014
                                                                                                                                                • Figure 87: Juice and drinks usage in the past 3 months – Non-refrigerated, by demographics, August 2014
                                                                                                                                                • Figure 88: Juice and drinks usage in the past 3 months – Frozen fruit juice/drinks, by demographics, August 2014
                                                                                                                                                • Figure 89: Juice and drinks usage in the past 3 months – Portable bottle/juice box, by demographics, August 2014
                                                                                                                                                • Figure 90: Juice and drinks usage in the past 3 months – Vegetable juice, by demographics, August 2014
                                                                                                                                                • Figure 91: Juice and drinks usage in the past 3 months – Powdered juice drinks, by demographics, August 2014
                                                                                                                                                • Figure 92: Juice and drinks usage in the past 3 months – Chilled carton/bottle smoothies, by demographics, August 2014
                                                                                                                                                • Figure 93: Juice and drinks usage in the past 3 months – Juice mixers, by demographics, August 2014
                                                                                                                                                • Figure 94: Juice and drinks usage in the past 3 months – Squash cordial, by demographics, August 2014
                                                                                                                                                • Figure 95: Juice and drinks usage in the past 3 months – Portable smoothie bottles, by demographics, August 2014
                                                                                                                                                • Figure 96: Juice and drinks usage in the past 3 months – Any other fruit juice/juice drink/smoothie, by demographics, August 2014
                                                                                                                                              • Repertoire analysis
                                                                                                                                                • Figure 97: Repertoire of juice and drinks usage in the past 3 months, August 2014
                                                                                                                                                • Figure 98: Repertoire of juice and drinks usage in the past 3 months, by demographics, August 2014
                                                                                                                                                • Figure 99: Juice and drinks usage in the past 3 months, by repertoire of juice and drinks usage in the past 3 months, August 2014
                                                                                                                                            • Appendix – The Consumer – Occasions for Consumption

                                                                                                                                                • Figure 100: Consumption occasions, August 2014
                                                                                                                                                • Figure 101: Most popular consumption occasions, by demographics, August 2014
                                                                                                                                                • Figure 102: Next most popular consumption occasions, by demographics, August 2014
                                                                                                                                                • Figure 103: Other consumption occasions, by demographics, August 2014
                                                                                                                                            • Appendix – The Consumer – Purchase Drivers

                                                                                                                                                • Figure 104: Purchase motivators, August 2014
                                                                                                                                                • Figure 105: Most popular purchase motivators – Any rank, by demographics, August 2014
                                                                                                                                                • Figure 106: Next most popular purchase motivators – Any rank, by demographics, August 2014
                                                                                                                                                • Figure 107: Most popular purchase motivators – Rank 1, by demographics, August 2014
                                                                                                                                                • Figure 108: Next most popular purchase motivators – Any rank, by demographics, August 2014
                                                                                                                                            • Appendix – The Consumer – Barriers to Consumption

                                                                                                                                                • Figure 109: Purchase barriers, August 2014
                                                                                                                                                • Figure 110: Most popular purchase barriers, by demographics, August 2014
                                                                                                                                                • Figure 111: Next most popular purchase barriers, by demographics, August 2014
                                                                                                                                            • Appendix – The Consumer – Attitudes Towards Juices

                                                                                                                                                • Figure 112: Attitudes towards fruit juice, juice drinks and smoothies, August 2014
                                                                                                                                                • Figure 113: Agreement with the statements ‘I prefer single-flavouredfruit juices/juice drinks rather than multi-flavour ones’ and ‘It is worth paying more for exotic flavours of fruit juices/juice drinks’, by demographics, August 2014
                                                                                                                                                • Figure 114: Agreement with the statements ‘I understand the difference between concentrate and non-concentrate juice drinks’ and ‘I am interested in appliances which enable me to make my own juices at home’, by demographics, August 2014
                                                                                                                                                • Figure 115: Agreement with the statements ‘There should be more information about how fruit juices/juice drinks are made’ and ‘Fruit juice/juice drinks are a good way to reach my daily recommended amount of fruit and vegetables’, by demographics, August 2014
                                                                                                                                                • Figure 116: Agreement with the statements ‘Diluting fruit juice/juice drinks with water improves the taste’ and ‘There should be more information about sweeteners in juice drinks’, by demographics, August 2014
                                                                                                                                                • Figure 117: Agreement with the statements ‘Reduced-sugar juice varieties do not taste as good as regular’ and ‘I like to check the ingredients on the packaging of fruit juice/juice drinks’, by demographics, August 2014
                                                                                                                                                • Figure 118: Agreement with the statements ‘Health benefit claims of fruit juice/juice drink brands are trustworthy’ and ‘Smoothies are good value for money’, by demographics, August 2014
                                                                                                                                            • Appendix – The Consumer – Juice and Chinese Canadians

                                                                                                                                                • Figure 119: Selected demographics, by total population against Chinese Canadians, August 2014
                                                                                                                                            • Appendix – The Consumer – Target Groups

                                                                                                                                                • Figure 120: Target groups, August 2014
                                                                                                                                                • Figure 121: Target groups, by demographics, August 2014
                                                                                                                                                • Figure 122: Juice and drinks usage in the past 3 months, by target groups, August 2014
                                                                                                                                                • Figure 123: Consumption occasions, by target groups, August 2014
                                                                                                                                                • Figure 124: Purchase motivators, by target groups, August 2014
                                                                                                                                                • Figure 125: Purchase barriers, by target groups, August 2014
                                                                                                                                                • Figure 126: Attitudes towards fruit juice, juice drinks and smoothies, by target groups, August 2014

                                                                                                                                            Companies Covered

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                                                                                                                                            Juice and Juice Drinks - Canada - November 2014

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