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Juice and Juice Drinks: The Market - US - February 2011

This report explores the fruit and vegetable juice and juice drink markets. The market is broken into three segments, 100% fruit juice (50.6% of sales), juice drinks (39.6%), and vegetable/tomato juice/drinks (9.7%). As with other products in the food and beverage industry, cost, convenience, taste and health are all key drivers influencing the purchase of juice and juice drinks. In this two-part report on fruit juice and juice drinks, Mintel takes an in-depth market-centric view of the market. The consumer-centric view is covered in Mintel’s Fruit Juice and Juice Drinks: The Consumer—U.S., January 2011. This report explores these aspects of the market as well as others including:

  • The size of the juice and juice drink market, its growth potential and how manufacturers can use wellness and value to differentiate between each segment
  • How the key brands perform in each segment, and what challenges they face
  • How manufacturers and retailers can help their products stand out to beverage users
  • Growing role of coconut water in the overall juice/drinks category growth
  • What impact demographic shifts among blacks, Hispanics and households with children had on product sales during 2005-10; how 2010-15 population projections will affect changes in the market
  • The innovative product positioning and attributes that best attract the health conscious society
  • Flavor trends for new product launches
  • Marketing strategies employed on television and online

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Table of contents

  1. Scope and Themes

      • What you need to know
        • Data sources
          • Sales data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Juice/Juice drink market reached $18.9 billion in 2010
                      • Juice drinks lead growth
                        • Coconut water expected to become mainstream in 2011
                          • Other channels rival supermarkets’ share of sales
                            • Product innovation is a must to compete successfully
                              • Selected brand analysis
                                • Fruit Juice (100%)
                                  • Fruit Drinks
                                    • Vegetable/Tomato Juice/Drinks
                                      • Wellness and low sugar are brand qualities that sell
                                        • Innovation driven by claims for purity and low sugar
                                          • Health and refreshment featured in juice and juice drink ads
                                          • Insights and Opportunities—a Market-centric View

                                            • Can carbonated fruit juice replace soda?
                                              • Premium juice with “just picked” flavor
                                                • Create value by combining the best of smoothies and juice drinks
                                                  • Hibiscus tea and fruit drink to promote overall wellness
                                                    • Room for growth using super-premium frozen juice smoothies
                                                    • Inspire Insight

                                                        • Trend: “An Inconvenient Fruit”
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Fewer households with children mean lower juice sales
                                                              • Ethnic consumers important; blacks moving to the category during the recession
                                                                • Coconut water emerges as a new hope for growth
                                                                  • Sales and forecast of juice and juice drinks
                                                                    • Figure 1: Total U.S. retail sales and forecast of juice and juice drinks, at current prices, 2005-15
                                                                    • Figure 2: Total U.S. retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2005-15
                                                                  • Fan-chart forecast
                                                                      • Figure 3: Fan-chart forecast for juice and juice drinks, at best-, worst-, and central-case scenario, 2005-15
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Growth in real juice-based tea poses stiff competition for fruit juice
                                                                        • Flavored water offers myriads of fruit flavors in a low-calorie format
                                                                          • Figure 4: U.S. New product launches in flavored bottled water, by flavor, 2010
                                                                        • Soda—a low-price winner during the recession
                                                                          • Energy drinks turning toward health may win sales
                                                                            • Fresh fruits and vegetables are considered better than juice and juice drinks
                                                                              • Competition from vitamin/mineral supplements
                                                                                • Figure 5: Number of new product launches in which juice is used as an ingredient in non-alcoholic beverages other than juice/drinks and in vitamins and dietary supplements, 2005-10
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Fruit drinks outperforms juices as consumers seek lower prices
                                                                                  • Total sales of juice and juice drinks, by segment
                                                                                    • Figure 6: U.S. sales of juice and juice drinks, by segment, 2005-15
                                                                                    • Figure 7: Total U.S. sales of juices and juice drinks, 2008 and 2010
                                                                                • Segment Performance—Fruit Juice (100%)

                                                                                  • Key points
                                                                                    • Sales decline amid price increases
                                                                                      • Canned and frozen juices lose share to other forms of packaging
                                                                                        • Figure 8: FDMx sales of fruit juice, by form, 2008 and 2010
                                                                                      • Orange flavor continues downward slide; cranberry wins in 2010
                                                                                        • Figure 9: FDMx sales of fruit juice, by flavor*, 2008 and 2010
                                                                                      • Coconut water takes a big leap in 2010
                                                                                        • Super-premium juices on the decline
                                                                                          • Total sales of fruit juice (100%)
                                                                                            • Figure 10: U.S. sales of fruit juice (100%), 2005-15
                                                                                        • Segment Performance—Fruit Drinks

                                                                                          • Key points
                                                                                            • Benefits of value hampered by health perception
                                                                                              • Refrigerated and aseptic juice drinks find favor among users
                                                                                                • Figure 11: FDMx sales of fruit juice drinks, by form, 2008 and 2010
                                                                                              • Lemonade/limeade flavors top sales growth in juice drinks
                                                                                                • Figure 12: FDMx sales of juice drinks, by flavor*, 2008 and 2010
                                                                                              • Total sales of fruit drinks
                                                                                                • Figure 13: U.S. sales of fruit drinks, 2005-15
                                                                                            • Segment Performance—Vegetable/Tomato Juice/Drinks

                                                                                              • Key points
                                                                                                • Vegetable/tomato juice/drinks positioned to capitalize on wellness trend
                                                                                                  • Figure 14: FDMx sales of vegetable juice, by form, 2008 and 2010
                                                                                                • Total sales of vegetable/tomato juice/drinks
                                                                                                  • Figure 15: U.S. sales of vegetable/tomato juice/drinks, 2005-15
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Grocery channel losing share
                                                                                                    • Figure 16: U.S. sales of juice and juice drinks, by retail channel, 2008 and 2010
                                                                                                • Retail Channels—Supermarkets

                                                                                                  • Key points
                                                                                                    • Supermarkets losing sales from on-the-go shoppers
                                                                                                      • Figure 17: U.S. sales of juice and juice drinks at supermarkets, 2005-10
                                                                                                  • Retail Channels—Other Channels

                                                                                                    • Key points
                                                                                                      • Promoting value and convenience can increase volume
                                                                                                        • Figure 18: U.S. sales of juice and juice drinks at other channels, 2005-10
                                                                                                    • Retail Channels—Natural Supermarkets

                                                                                                      • Key points
                                                                                                        • Juice sales at natural channel compete head on with regular channels
                                                                                                          • Sales of fruit juices in the natural channel
                                                                                                            • Figure 19: Natural supermarket sales of fruit juices, at current prices, 2008-10
                                                                                                            • Figure 20: Natural supermarket sales of fruit juices supplements, at inflation-adjusted prices, 2008-10
                                                                                                          • Leading brands
                                                                                                            • Figure 21: Selected natural supermarket brand sales of fruit juices, 2008 and 2010
                                                                                                          • Natural channel sales by organic content
                                                                                                            • Figure 22: Natural supermarket sales of fruit juices, by organic/non-organic, 2008 and 2010
                                                                                                          • Natural channel sales by shelf placement/storage
                                                                                                            • Figure 23: Natural supermarket sales of fruit juices, by shelf-placement/storage, 2008 and 2010
                                                                                                        • Market Drivers—Health and Wellness

                                                                                                          • Obesity rates steady, but still a cause of concern
                                                                                                            • Figure 24: Percentage of population aged 20+ who are overweight or obese* or extremely obese, 1988-2008
                                                                                                          • Obesity affects more than a third of all children and teens ages 6-19
                                                                                                            • Figure 25: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                                                          • Let’s Move program likely to influence choices within juice/drinks market
                                                                                                            • High-fructose corn syrup, a negative impact sweetener
                                                                                                            • Market Drivers—Demographic and Economic Factors

                                                                                                              • Households with children are key driver in juice and juice drinks market
                                                                                                                • Figure 26: Households, by presence of children, 1999-2009
                                                                                                              • Kids’ population growth lower during 2011-16, compared to 2006-11
                                                                                                                • Figure 27: Population of kids aged 6-11, 2006-16
                                                                                                              • Teen population promises no growth during 2006-11; better outlook during 2011-16
                                                                                                                • Figure 28: Teen population, by age, 2006-16
                                                                                                              • Black and Hispanics are growth-driving population groups
                                                                                                                • Figure 29: Population, by race and Hispanic origin, 2006-16
                                                                                                              • High unemployment rate continues to hamper consumer spending
                                                                                                                • Figure 30: Employment status of the civilian non-institutional population 16 years and over, 2000-10
                                                                                                              • Key juice/drinks consumer—teens, blacks, and Hispanics—hit hard by unemployment
                                                                                                                • Figure 31: Unemployment status among civilian non-institutional population, by age, gender and race/Hispanic origin, December 2009-December 2010
                                                                                                            • Companies and Brands

                                                                                                              • Key points
                                                                                                                • A snapshot of major players in the market
                                                                                                                  • Competition heats up in coconut water
                                                                                                                      • Figure 32: FDMx fruit juice and juice drink sales of leading companies, 2009 and 2010
                                                                                                                  • Brand Share—Fruit Juice (100%)

                                                                                                                    • Key points
                                                                                                                      • Pepsi and other orange juice makers hurt by low sales and high prices
                                                                                                                        • Delayed price increase and simple ingredients help Coca-Cola capture lead
                                                                                                                          • Manufacturer and brand shares
                                                                                                                            • Figure 33: FDMx brand sales of fruit juice (100%), part 1, 2009 and 2010
                                                                                                                          • New product innovations key to growth
                                                                                                                            • Figure 34: FDMx brand sales of fruit juice (100%), part 2, 2009 and 2010
                                                                                                                        • Brand Share—Fruit Drinks

                                                                                                                          • Key points
                                                                                                                            • Kraft’s Focus on kids wins sales
                                                                                                                              • Pepsi Trop50 finds its niche with naturally low-calorie sweeteners
                                                                                                                                • Manufacturer and brand shares
                                                                                                                                  • Figure 35: FDMx brand sales of fruit drinks, part 1, 2009 and 2010
                                                                                                                                  • Figure 36: FDMx brand sales of fruit drinks, part 2, 2009 and 2010
                                                                                                                              • Brand Share—Vegetable/Tomato Juice/Drinks

                                                                                                                                • Key points
                                                                                                                                  • Campbell’s V8 keep consumers interested with variety
                                                                                                                                    • Other brands stealthy gaining share
                                                                                                                                      • Manufacturer and brand shares
                                                                                                                                        • Figure 37: FDMx brand sales of vegetable/tomato juice/drinks, 2009 and 2010
                                                                                                                                    • Brand Qualities

                                                                                                                                      • Companies carving out their share
                                                                                                                                        • Coca-Cola removes guesswork with simple ingredients
                                                                                                                                          • Trop50 wins the heart of consumers seeking low-calorie options with natural sweeteners
                                                                                                                                            • O.N.E using coconut water to improve the health of the environment and its consumers
                                                                                                                                            • Innovation and Innovators

                                                                                                                                              • Product innovation peaks in 2010 despite the economy
                                                                                                                                                • Figure 38: Number of fruit juice and Fruit/Flavored Still Drinks product introductions in the U.S. 2005-10*
                                                                                                                                              • Purity, environmentally friendly packaging, and low-sugar claims prevail
                                                                                                                                                • Figure 39: Top 10 claims in 100% fruit juice and fruit/flavored still drinks/nectar new product introductions in the U.S., 2007-10
                                                                                                                                              • Low carbon footprint packaging proliferates
                                                                                                                                                • Purity claims evidenced both in juice and juice drinks
                                                                                                                                                  • Low/no/reduced sugar
                                                                                                                                                    • Flavors from around the world
                                                                                                                                                      • Figure 40: Top ten flavors* in 100% fruit juice and fruit/flavored still drinks/nectars in new product introductions, by major global regions, January 2005-December 2010
                                                                                                                                                      • Figure 41: Top 10 flavors in 100% fruit juice and fruit/flavored still drinks/nectars in new product introductions in U.S., Mexico, Brazil, and Argentina, January 2005-December 2010
                                                                                                                                                  • Marketing Strategies

                                                                                                                                                    • Overview
                                                                                                                                                      • Television ads
                                                                                                                                                        • Kool-Aid
                                                                                                                                                          • Figure 42: Kool-Aid, TV ad, 2010
                                                                                                                                                          • Figure 43: Kool-Aid Funfizz, TV ad, 2010
                                                                                                                                                        • Minute Maid Lemonade
                                                                                                                                                          • Figure 44: Minute Maid Lemonade, TV ad, 2010
                                                                                                                                                        • Ocean Spray
                                                                                                                                                          • Figure 45: Ocean Spray (Multi-Products), TV ad, 2010
                                                                                                                                                          • Figure 46: Ocean Spray Juice Drinks, TV ad, 2010
                                                                                                                                                        • Simply Orange
                                                                                                                                                          • Figure 47: Simply Orange, TV ad, 2010
                                                                                                                                                        • Online and Social media integration
                                                                                                                                                          • Coca-Cola’s Simply Orange
                                                                                                                                                            • PepsiCo’s TropicanaTrop50
                                                                                                                                                              • Tropicana Juicy Rewards
                                                                                                                                                              • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                  • Refrigerated juices: Key household purchase measures
                                                                                                                                                                    • Overview of refrigerated juices/drinks
                                                                                                                                                                      • Refrigerated orange juice—consumer insights on key purchase measures
                                                                                                                                                                        • Brand map
                                                                                                                                                                          • Figure 48: Brand map, selected brands of refrigerated orange juice buying rate, by household penetration, 2010*
                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                            • Figure 49: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2010*
                                                                                                                                                                          • Refrigerated fruit drink—consumer insights on key purchase measures
                                                                                                                                                                            • Brand map
                                                                                                                                                                              • Figure 50: Brand map, selected brands of refrigerated fruit drink buying rate, by household penetration, 2010*
                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                • Figure 51: Key purchase measures for the top brands of refrigerated fruit drink, by household penetration, 2010*
                                                                                                                                                                              • Refrigerated blended fruit juice—consumer insights on key purchase measures
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 52: Brand map, selected brands of refrigerated blended fruit juice buying rate, by household penetration, 2010*
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 53: Key purchase measures for the top brands of refrigerated blended fruit juice, by household penetration, 2010*
                                                                                                                                                                                  • Shelf-stable bottled juices—key household purchase measures
                                                                                                                                                                                    • Overview of SS bottled juices
                                                                                                                                                                                      • SS bottled apple juice—consumer insights on key purchase measures
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 54: Brand map, selected brands of SS bottled apple juice buying rate, by household penetration, 2010*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 55: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2010*
                                                                                                                                                                                          • SS bottled cranberry cocktail/juice drinks—consumer insights on key purchase measures
                                                                                                                                                                                            • Brand map
                                                                                                                                                                                              • Figure 56: Brand map, selected brands of SS bottled cranberry cocktail/juice drinks buying rate, by household penetration, 2010*
                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                • Figure 57: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice drinks, by household penetration, 2010*
                                                                                                                                                                                              • SS bottled tomato/vegetable juice/cocktail—consumer insights on key purchase measures
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                  • Figure 58: Brand map, selected brands of SS bottled tomato/vegetable juice/cocktail buying rate, by household penetration, 2010*
                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                    • Figure 59: Key purchase measures for the top brands of SS bottled tomato/vegetable juice/cocktail, by household penetration, 2010*
                                                                                                                                                                                                  • Aseptic juices—key household purchase measures
                                                                                                                                                                                                    • Overview of aseptic juices
                                                                                                                                                                                                      • Aseptic juice drinks—consumer insights on key purchase measures
                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                          • Figure 60: Brand map, selected brands of aseptic juice drinks buying rate, by household penetration, 2010*
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 61: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2010*
                                                                                                                                                                                                          • Aseptic juices—consumer insights on key purchase measures
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 62: Brand map, selected brands of aseptic juices buying rate, by household penetration, 2010*
                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                • Figure 63: Key purchase measures for the top brands of aseptic juices, by household penetration, 2010*
                                                                                                                                                                                                              • SS canned juices—key household purchase measures
                                                                                                                                                                                                                • Overview of SS canned juices
                                                                                                                                                                                                                  • Canned vegetable juice/cocktail—consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 64: Brand map, selected brands of canned vegetable juice/cocktail buying rate by household penetration, 2010*
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 65: Key purchase measures for the top brands of canned vegetable juice/cocktail, by household penetration, 2010*
                                                                                                                                                                                                                      • SS canned fruit juice—consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 66: Brand map, selected brands of canned fruit juice buying rate by household penetration, 2010*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 67: Key purchase measures for the top brands of canned fruit juice, by household penetration, 2010*
                                                                                                                                                                                                                          • Canned juice drinks—consumer insights on key purchase measures
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 68: Brand map, selected brands of canned juice drinks buying rate by household penetration, 2010*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 69: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2010*
                                                                                                                                                                                                                            • Appendix—IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                • IRI Consumer Network Metrics
                                                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • American Beverage Association, The
                                                                                                                                                                                                                                  • Association of Convenience Stores
                                                                                                                                                                                                                                  • Boost Juice Bars
                                                                                                                                                                                                                                  • Campbell Soup Company
                                                                                                                                                                                                                                  • Citrus World Inc.
                                                                                                                                                                                                                                  • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                  • Concord Grape Association
                                                                                                                                                                                                                                  • Crystal Geyser Alpine Spring Water
                                                                                                                                                                                                                                  • Del Monte Foods
                                                                                                                                                                                                                                  • Dole Food Company Inc.
                                                                                                                                                                                                                                  • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                  • Juice Products Association
                                                                                                                                                                                                                                  • Kellogg Company
                                                                                                                                                                                                                                  • Kraft Foods Inc.
                                                                                                                                                                                                                                  • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                                                                  • Naked Juice Company
                                                                                                                                                                                                                                  • National Soft Drink Association
                                                                                                                                                                                                                                  • Nestlé USA
                                                                                                                                                                                                                                  • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                  • Odwalla Inc.
                                                                                                                                                                                                                                  • Pepsi-Cola North America
                                                                                                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                                                                                                  • Sunny Delight Beverages Company
                                                                                                                                                                                                                                  • The Kroger Co.
                                                                                                                                                                                                                                  • Tropicana Products Inc.
                                                                                                                                                                                                                                  • U.S. Apple Association
                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                  • Vita
                                                                                                                                                                                                                                  • Whole Foods Market Inc

                                                                                                                                                                                                                                  Juice and Juice Drinks: The Market - US - February 2011

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