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Juice and Juice Drinks - US - November 2013

“While the category benefits from a health halo, the perception of high calories and sugar has stunted recent growth. More and more, health professionals are pointing to the dangers of juice consumption and encouraging moderation (or elimination), especially among children.”

– Beth Bloom, Food and Drink Analyst

This report looks at the following areas:

  • What impact do sugar/sweeteners have on category participation?
  • How can the category compete with other beverage offerings?
  • How can the category respond to consumer demand for affordability?

Total US retail sales of juice and juice drinks declined by 4% from 2008-13 (12% when adjusted for inflation), reaching $15.5 billion. While the category benefits from a health halo, assisting consumers with their intake of healthful fruit and vegetables, the perception of high price and high calories and sugar, along with the proliferation of competing beverages, have stunted recent growth.

Consumer demand for healthful foods is exploding. As discussed in Mintel’s Fruit and Vegetables – US, October 2013, while fruit and vegetables exemplify healthy food, they suffer from a lack of innovation and poor perception of taste and convenience. Juice and juice drinks have the ability to meet the consumer need for flavor variety and convenience. However, the category struggles with a conflicting health image.

This report covers sales of:

  • 100% pure juice or 100% juice (both fruit and vegetables 100% juice)
  • juice drinks (both fruit and vegetable juice drinks).
  • Fruit and vegetable juice and juice drinks covered here include those sold in a number of formats:
  • aseptic (boxed)
  • shelf-stable (canned or bottled)
  • refrigerated
  • frozen

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Juice and juice drink sales fall 4% from 2008-13, slight growth forecast
                        • Figure 1: Total US sales and forecast of juice and juice drinks, at current prices, 2008-18
                      • Market segmentation
                        • Juice drinks gain share on 100% juice
                          • Figure 2: Total US retail sales, forecast of 100% juice and juice drinks, by segment, at current prices, 2008-13
                        • Innovation
                          • Old standards lead, but new crop of tropical flavors may help grow category
                            • Figure 3: Juice and juice drink launches, by top five flavors (and coconut), 2009-13*
                          • Leading companies
                            • Coca-Cola brands lead category, with 18.3% of sales and growing
                              • Figure 4: MULO sales of juice and juice drinks, by top five leading companies, rolling 52 weeks 2012 and 2013
                            • Retail channels
                              • Supermarkets maintain largest share of sales despite largest losses
                                • Figure 5: Total U.S. retail sales of 100% juice and juice drinks, by channel, at current prices, 2008-13
                              • The consumer
                                • Young consumers lead participation, juice drink consumption drops with age
                                  • Figure 6: Juice/juice drink consumption, by age, September 2013
                                • Taste rules, but an interest in health is evident
                                  • Figure 7: Top five reasons for use, September 2013
                                • What we think
                                • Issues and Insights

                                    • What impact do sugar/sweeteners have on category participation?
                                      • Issues
                                        • Insight: Be explicit about nutritional information and boost health profiles
                                          • How can the category compete with other beverage offerings?
                                            • Issues
                                              • Insight: The category should differentiate itself
                                                • How can the category respond to consumer demand for affordability?
                                                  • Issue
                                                    • Insight: Low price points and value assurance are necessary to engaging consumers
                                                    • Trend Applications

                                                        • Trend: Factory Fear
                                                          • Trend: Nouveau Poor
                                                            • Mintel Futures: Brand Intervention
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Juice and juice drink sales fall 4% from 2008-13, slight growth forecast
                                                                  • Sales of juice and juice drinks
                                                                    • Figure 8: Total US retail sales and forecast of juice and juice drinks, at current prices, 2008-18
                                                                    • Figure 9: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 10: Total US sales and forecast of juice and juice drinks, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Juice consumption stagnates, orange juice struggles
                                                                        • Figure 11: Per capita juice consumption in gallons, by type, 2007-11
                                                                      • Consumers may be bored
                                                                        • Juice craze could help boost retail sales
                                                                        • Competitive Context

                                                                          • Consumers have an expanding array of drink options
                                                                            • Taste for flavored water grows
                                                                              • Tea steeped in success
                                                                                • Sports and energy drinks continue to see a boost
                                                                                  • Juice can differentiate itself from the competition, may find success in mimicry
                                                                                    • Make it sporty
                                                                                      • Coconut with a kick
                                                                                        • Hybrid popularity
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Juice drinks gain share on 100% juice
                                                                                              • Figure 12: Total US retail sales of juice and juice drinks, by segment, at current prices, 2011 and 2013
                                                                                            • 100% juice sales decline by 10% from 2008-13
                                                                                              • US retail sales and forecast of 100% juice
                                                                                                • Figure 13: Total US retail sales and forecast of 100% juice, at current prices, 2008-18
                                                                                              • Juice drink sales grow by 8% from 2008-13
                                                                                                • US retail sales and forecast of juice drinks
                                                                                                  • Figure 14: Total US retail sales and forecast of juice drinks, at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Supermarkets maintain largest share of sales despite largest losses
                                                                                                    • Single-serve offerings meet interest in convenience, store brands allow for cost savings
                                                                                                      • Limited releases could drive retail sales
                                                                                                        • Figure 15: Total US retail sales of juice and juice drinks, by channel, at current prices, 2011 and 2013
                                                                                                      • Supermarket sales decline 8% from 2008-13
                                                                                                        • Supermarket sales of juice and juice drinks
                                                                                                          • Figure 16: US supermarket sales of juice and juice drinks, at current prices, 2008-13
                                                                                                        • Drug store sales jump 36% from 2008-13
                                                                                                          • Drug store sales of juice and juice drinks
                                                                                                            • Figure 17: US drug store sales of juice and juice drinks, at current prices, 2008-13
                                                                                                          • Other channel sales show little movement from 2008-13
                                                                                                            • Figure 18: US other channel sales of juice and juice drinks, at current prices, 2008-13
                                                                                                          • Natural supermarket sales grow 27% from 2011-13
                                                                                                            • Sales of juice and juice drinks in the natural channel
                                                                                                              • Figure 19: Natural supermarket sales of juice and juice drinks, at current prices, 2011-13*
                                                                                                              • Figure 20: Natural supermarket sales of juice and juice drinks, at inflation-adjusted prices, 2011-13*
                                                                                                            • Natural channel sales of juice and juice drinks by storage type
                                                                                                              • Figure 21: Natural supermarket sales of juice and juice drinks, by storage type, 2011 and 2013*
                                                                                                            • Natural channel sales of juice and juice drinks, by organic
                                                                                                              • Figure 22: Natural supermarket sales of juice and juice drinks, by organic, 2011 and 2013*
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Little movement seen among category leaders
                                                                                                                • MULO sales of juice and juice drinks
                                                                                                                  • Figure 23: MULO sales of juice and juice drinks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Coca-Cola brands make up nearly one quarter of 100% juice sales
                                                                                                                  • Tropicana drive PepsiCo growth
                                                                                                                    • MULO sales of 100% juice
                                                                                                                      • Figure 24: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Campbell makes strong gains with V8 brands
                                                                                                                      • MULO sales of juice drinks
                                                                                                                        • Figure 25: MULO sales of juice drinks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Range extensions, new packaging lead new product activity
                                                                                                                        • Figure 26: Juice and juice drink launches, by launch type, 2009-13*
                                                                                                                        • Figure 27: Juice and juice drink launches, by storage type, 2009-13*
                                                                                                                      • Product claims need to align more closely with consumer interest
                                                                                                                        • Figure 28: Juice and juice drink launches, by top 10 claims, 2009-13*
                                                                                                                      • More attention on sugar/sweetener levels needed
                                                                                                                        • Category should consider stevia
                                                                                                                          • Launches offer a range of reduced calorie options
                                                                                                                            • Bottles rule, cartons show strongest growth
                                                                                                                              • Figure 29: Juice and juice drink launches, by package type, 2009-13*
                                                                                                                            • Orange still leads, less common flavors gain steam
                                                                                                                              • Figure 30: Juice and juice drink launches, by flavor, 2009-13*
                                                                                                                            • Market still cuckoo for coconut, but growth slowing
                                                                                                                              • Figure 31: MULO sales of coconut water*, at current prices, 2009-13
                                                                                                                            • Tropical may represent a getaway from sales losses
                                                                                                                              • Introduction of vegetables enables increased health perception, lower calories
                                                                                                                                • Herbs and spices may add intrigue/value
                                                                                                                                  • Juice and juice drinks offer a delivery vessel for superfoods
                                                                                                                                    • Specific fruit varieties/origins may encourage trial
                                                                                                                                      • Functional benefits appeal to young shoppers, mimic competition
                                                                                                                                      • Marketing Strategies

                                                                                                                                        • Overview of brand landscape
                                                                                                                                          • Brand analysis: V8 (Campbell Soup Co.)
                                                                                                                                            • Figure 32: Brand Analysis of V8 Juice, 2013
                                                                                                                                          • Online initiatives
                                                                                                                                            • Figure 33: V8, “21 Day Challenge,” Website snapshot, 2013
                                                                                                                                            • Figure 34: V8 V-Fusion, Facebook Ad, 2013
                                                                                                                                          • TV presence
                                                                                                                                            • Figure 35: V8, “Husband and Wife,” TV Ad, 2013
                                                                                                                                            • Figure 36: V8, “Kick Butt,” TV Ad, 2013
                                                                                                                                          • Print and other
                                                                                                                                            • Partnerships/Cause marketing
                                                                                                                                              • Figure 37: V8 V-Fusion, Print Ad, 2013
                                                                                                                                            • Brand analysis: Simply Orange Juice Co. (Coca-Cola Co)
                                                                                                                                              • Figure 38: Brand Analysis of Simply Orange, 2013
                                                                                                                                            • Online initiatives
                                                                                                                                              • Figure 39: Simply Orange, “Share for Apple, Like for Cranberry,” Online Facebook Ad, 2013
                                                                                                                                            • TV presence
                                                                                                                                              • Figure 40: Simply Orange, “Secret Recipe,” TV Ad, 2012
                                                                                                                                              • Figure 41: Simply Orange, “What Could Be Sweeter?” TV Ad, 2013
                                                                                                                                            • Brand analysis: ZICO
                                                                                                                                              • Figure 42: Brand Analysis of ZICO, 2013
                                                                                                                                            • Online initiatives
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 43: ZICO, “Julia Mancuso Pull-ups,” TV Ad, 2013
                                                                                                                                              • Print and other
                                                                                                                                                • Figure 44: ZICO, “Because not everyone is born with oomph,” Digital Ad, 2013
                                                                                                                                            • Social Media – Juice and Juice Drinks

                                                                                                                                              • Key points
                                                                                                                                                • Social media metrics
                                                                                                                                                  • Figure 45: Key social media metrics, Oct. 2013
                                                                                                                                                • Market overview
                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                    • Figure 46: Brand usage and awareness for selected juice/juice drink brands, Sept. 2013
                                                                                                                                                  • Interaction with juice and juice drink brands
                                                                                                                                                    • Figure 47: Interactions with select juice/juice drink brands, Sept. 2013
                                                                                                                                                  • Online conversations
                                                                                                                                                    • Figure 48: Word cloud of online mentions for Minute Maid, April 21-Oct. 20, 2013
                                                                                                                                                    • Figure 49: Online mentions around select juice or juice drink brands, by day, April 21-Oct. 20, 2013
                                                                                                                                                  • Where are people talking about juice and juice drinks?
                                                                                                                                                    • Figure 50: Online mentions around select juice or juice drink brands, by page type, April 21-Oct. 20, 2013
                                                                                                                                                  • What are people talking about?
                                                                                                                                                    • Figure 51: Topics of discussion among the selected juice or juice drink brands, April 21-Oct. 20, 2013
                                                                                                                                                    • Figure 52: Topics of discussion among the selected juice or juice drink brands, by page type, April 21-Oct. 20, 2013
                                                                                                                                                  • Analysis by brand
                                                                                                                                                    • Tropicana
                                                                                                                                                      • Figure 53: Social media metrics – Tropicana, Oct. 2013
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                        • Minute Maid
                                                                                                                                                          • Figure 54: Social media metrics – Minute Maid, Oct. 2013
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                            • Mott’s
                                                                                                                                                              • Figure 55: Social media metrics – Mott’s, Oct. 2013
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                                • Simply Orange
                                                                                                                                                                  • Figure 56: Social media metrics – Simply Orange, Oct. 2013
                                                                                                                                                                • Key online campaigns
                                                                                                                                                                  • What we think
                                                                                                                                                                    • Juicy Juice
                                                                                                                                                                      • Figure 57: Social media metrics – Oct. 2013
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Florida’s Natural
                                                                                                                                                                          • Figure 58: Social media metrics – Florida’s Natural, Oct. 2013
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                          • Juice and Juice Drink Purchase

                                                                                                                                                                            • Key points
                                                                                                                                                                              • 100% juice has high household penetration
                                                                                                                                                                                • Men are more likely to purchase frozen products
                                                                                                                                                                                  • Figure 59: Juice/juice drink purchase, by gender, September 2013
                                                                                                                                                                                • 18-44s over index in purchase
                                                                                                                                                                                  • Figure 60: Juice/juice drink purchase, by age, September 2013
                                                                                                                                                                                  • Figure 61: Personal juice/juice drink purchase, by age, September 2013
                                                                                                                                                                                • Young shoppers are good target for single-serve packaging
                                                                                                                                                                                  • Figure 62: Juice/juice drink feature, by age, September 2013
                                                                                                                                                                                • Middle-income earning HHs are prime juice buyers
                                                                                                                                                                                  • Figure 63: Juice/juice drink purchase, including nets, by household income, September 2013
                                                                                                                                                                                • One third of 100% juice drinkers have increased purchase
                                                                                                                                                                                  • Figure 64: Change in purchase, by gender, September 2013
                                                                                                                                                                              • Consumption Frequency

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Category can develop/market products for specific consumption occasion
                                                                                                                                                                                      • Figure 65: Usage frequency*, by gender, September 2013
                                                                                                                                                                                    • Consumers age 65+ most likely to drink juice every day
                                                                                                                                                                                      • Figure 66: Usage frequency*, by age, September 2013
                                                                                                                                                                                  • Reason for Use

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Taste leads reasons for use
                                                                                                                                                                                        • Men’s interest in health centers on benefits, while women want safety
                                                                                                                                                                                          • Juice can follow lead of yogurt, cereal bars, promote healthy indulgence
                                                                                                                                                                                            • Figure 67: Consumption occasion, by gender, September 2013
                                                                                                                                                                                          • Young consumers lured by taste, older drinkers driven by health
                                                                                                                                                                                            • Figure 68: Consumption occasion, by age, September 2013
                                                                                                                                                                                          • Frequent drinkers driven by health
                                                                                                                                                                                            • Figure 69: Consumption occasion, by usage frequency*, September 2013
                                                                                                                                                                                          • Consumers seek health in 100% juice, room exists for frozen innovation
                                                                                                                                                                                            • Figure 70: Consumption occasion, by fruit juice and juice drink usage, September 2013
                                                                                                                                                                                        • Purchase Decision

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Natural products, low price, and discounts drive purchase
                                                                                                                                                                                              • Men are drawn to low price, while women may be swayed by coupons
                                                                                                                                                                                                • Figure 71: Purchase decision, by gender, September 2013
                                                                                                                                                                                              • Functional benefits influence young juice shoppers
                                                                                                                                                                                                • …while health concerns inform the purchase decisions of older shoppers
                                                                                                                                                                                                  • Figure 72: Purchase decision, by age, September 2013
                                                                                                                                                                                                • Low price strongly influences low-income earning HHs
                                                                                                                                                                                                  • Figure 73: Purchase decision, by household income, September 2013
                                                                                                                                                                                              • Consumption Barriers

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Sugar, cost limit purchase
                                                                                                                                                                                                    • Figure 74: Reason for not purchasing or decreased purchase, by gender, September 2013
                                                                                                                                                                                                  • Health concerns limit use among older respondents
                                                                                                                                                                                                    • Figure 75: Reason for not purchasing or decreased purchase, by age, September 2013
                                                                                                                                                                                                  • Cost is a barrier for lower-income HHs, sugar/calories for higher earners
                                                                                                                                                                                                    • Figure 76: Reason for not purchasing or decreased purchase, by household income, September 2013
                                                                                                                                                                                                • Attitudes Toward Sugar and Sweeteners

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Nearly half of consumers don’t care for added sugar
                                                                                                                                                                                                      • Figure 77: Attitudes toward sugar and sweeteners, by gender, September 2013
                                                                                                                                                                                                    • Older users concerned with sugar, younger wary of artificial sweeteners
                                                                                                                                                                                                      • Figure 78: Attitudes toward sugar and sweeteners, by age, September 2013
                                                                                                                                                                                                    • Consumers looking for low calories not as concerned with sweeteners
                                                                                                                                                                                                      • Figure 79: Attitudes toward sugar and sweeteners, by fruit juice and juice drink features, September 2013
                                                                                                                                                                                                  • Custom Consumer Group – Households with Children

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • HHs with children are prime audience for category participation
                                                                                                                                                                                                          • Figure 80: Juice/juice drink purchase, by presence of children in household, September 2013
                                                                                                                                                                                                        • HHs with children are prime audience for category participation
                                                                                                                                                                                                          • Figure 81: Juice/juice drink purchase, by parents with children and age, September 2013
                                                                                                                                                                                                        • Room exists to promote juice drinks for adult consumption
                                                                                                                                                                                                            • Figure 82: Personal juice/juice drink purchase, including nets, by presence of children in household, September 2013
                                                                                                                                                                                                          • “Low-in” product less popular for children
                                                                                                                                                                                                              • Figure 83: Juice/juice drink feature, September 2013
                                                                                                                                                                                                            • High health profiles are of particular interest to parents of young kids
                                                                                                                                                                                                              • Figure 84: Purchase decision, by parents with children and age, September 2013
                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Hispanic consumers are a strong target for consumption
                                                                                                                                                                                                                • Figure 85: Juice/juice drink purchase, including nets, by race/Hispanic origin, September 2013
                                                                                                                                                                                                              • Purchase of 100% juice on the rise among Hispanics
                                                                                                                                                                                                                • Figure 86: Change in purchase, by race/Hispanic origin, September 2013
                                                                                                                                                                                                              • Hispanics are a strong audience for single-serve, low-in products
                                                                                                                                                                                                                • Figure 87: Juice/juice drink feature, by race/Hispanic origin, September 2013
                                                                                                                                                                                                              • Kids are likely strong drivers of participation among Hispanics
                                                                                                                                                                                                                • Figure 88: Consumption occasion, by race/Hispanic origin, September 2013
                                                                                                                                                                                                              • Hispanic consumers interested in functional benefits, flavor variety
                                                                                                                                                                                                                • Figure 89: Purchase decision, by race/Hispanic origin, September 2013
                                                                                                                                                                                                                • Figure 90: Purchase decision, by Hispanic origin and household income, September 2013
                                                                                                                                                                                                              • Asian consumers pay closer attention to sugar and sweeteners
                                                                                                                                                                                                                • Figure 91: Attitudes toward sugar and sweeteners, by race/Hispanic origin, September 2013
                                                                                                                                                                                                                • Figure 92: Attitudes toward sugar and sweeteners, by Hispanic origin and household income, September 2013
                                                                                                                                                                                                              • High price appears as the main deterrent for Hispanic consumers
                                                                                                                                                                                                                • Figure 93: Reason for not purchasing or decreased purchase, by race/Hispanic origin, September 2013
                                                                                                                                                                                                            • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: Refrigerated Juices/Drinks – US

                                                                                                                                                                                                                • Overview of refrigerated juices/drinks
                                                                                                                                                                                                                  • Refrigerated orange juice
                                                                                                                                                                                                                    • Consumer insights on key purchase measures – refrigerated orange juice
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 94: Brand map, selected brands of refrigerated orange juice buying rate, by household penetration, 2012*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 95: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2012*
                                                                                                                                                                                                                        • Refrigerated fruit drinks
                                                                                                                                                                                                                          • Consumer insights on key purchase measures – refrigerated fruit drinks
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 96: Brand map, selected brands of refrigerated fruit drinks buying rate, by household penetration, 2012*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 97: Key purchase measures for the top brands of refrigerated fruit drinks, by household penetration, 2012*
                                                                                                                                                                                                                              • Refrigerated lemonade
                                                                                                                                                                                                                                • Consumer insights on key purchase measures – refrigerated lemonade
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 98: Brand map, selected brands of refrigerated lemonade buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 99: Key purchase measures for the top brands of refrigerated lemonade, by household penetration, 2012*
                                                                                                                                                                                                                                  • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: SS Bottled Juices – US

                                                                                                                                                                                                                                      • Overview of SS bottled juices
                                                                                                                                                                                                                                        • SS bottled fruit drinks
                                                                                                                                                                                                                                          • Consumer insights on key purchase measures – SS bottled fruit drinks
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 100: Brand map, selected brands of SS bottled fruit drinks buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 101: Key purchase measures for the top brands of SS bottled fruit drinks, by household penetration, 2012*
                                                                                                                                                                                                                                              • SS bottled cranberry cocktail/juice drinks
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – SS bottled cranberry cocktail/juice drinks
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 102: Brand map, selected brands of SS bottled cranberry cocktail/juice drinks buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 103: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice drinks, by household penetration, 2012*
                                                                                                                                                                                                                                                    • SS bottled apple juice
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – SS bottled apple juice
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 104: Brand map, selected brands of SS bottled apple juice buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 105: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2012*
                                                                                                                                                                                                                                                        • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: Aseptic Juices – US

                                                                                                                                                                                                                                                            • Overview of aseptic juices
                                                                                                                                                                                                                                                              • Aseptic juice drinks
                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – aseptic juice drinks
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 106: Brand map, selected brands of aseptic juice drinks buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 107: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2012*
                                                                                                                                                                                                                                                                    • Aseptic 100% juices
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – aseptic 100% juices
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 108: Brand map, selected brands of aseptic 110% juices buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 109: Key purchase measures for the top brands of aseptic 100% juices, by household penetration, 2012*
                                                                                                                                                                                                                                                                        • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data: SS Canned Juices – US

                                                                                                                                                                                                                                                                            • Overview of SS canned juices
                                                                                                                                                                                                                                                                              • Canned juice drinks
                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – canned juice drinks
                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                    • Figure 110: Brand map, selected brands of canned juice drinks buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                      • Figure 111: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2012*
                                                                                                                                                                                                                                                                                    • Canned 100% vegetable/juice cocktail
                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – canned 100% vegetable/juice cocktail
                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                          • Figure 112: Brand map, selected brands of canned vegetable juice/cocktail buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                            • Figure 113: Key purchase measures for the top brands of canned 100% vegetable juice/cocktail, by household penetration, 2012*
                                                                                                                                                                                                                                                                                          • Canned 100% fruit juices
                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures – canned 100% fruit juices
                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                • Figure 114: Brand map, selected brands of canned 100% fruit juices buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                  • Figure 115: Key purchase measures for the top brands of canned 100% fruit juices, by household penetration, 2012*
                                                                                                                                                                                                                                                                                              • Appendix – Market Drivers

                                                                                                                                                                                                                                                                                                • Consumer confidence
                                                                                                                                                                                                                                                                                                  • Figure 116: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                                                                • Unemployment
                                                                                                                                                                                                                                                                                                  • Figure 117: US unemployment rate, by month, 2002-13
                                                                                                                                                                                                                                                                                                  • Figure 118: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                                                                                  • Figure 119: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                                                                                                                                • Food cost pressures
                                                                                                                                                                                                                                                                                                  • Figure 120: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                                                                                                                                • Obesity
                                                                                                                                                                                                                                                                                                  • Figure 121: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                                                                                                                                                                                                                                                • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                                                                                                                    • Figure 122: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                                                                  • Racial, ethnic population growth
                                                                                                                                                                                                                                                                                                      • Figure 123: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                                                                      • Figure 124: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                                                                    • Shifting US demographics
                                                                                                                                                                                                                                                                                                      • Figure 125: US population, by age, 2008-18
                                                                                                                                                                                                                                                                                                      • Figure 126: US households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                    • Juice/juice drink purchase
                                                                                                                                                                                                                                                                                                      • Figure 127: Juice/juice drink purchase, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 128: Juice/juice drink purchase, including nets, by household size, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 129: Personal juice/juice drink purchase, including nets, by gender, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 130: Juice/juice drink purchase, including nets, by gender and age, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 131: Personal juice/juice drink purchase, including nets, by gender and age, September 2013
                                                                                                                                                                                                                                                                                                    • Consumption frequency
                                                                                                                                                                                                                                                                                                      • Figure 132: Usage frequency*, by gender and age, September 2013
                                                                                                                                                                                                                                                                                                    • Product features
                                                                                                                                                                                                                                                                                                      • Figure 133: Juice/juice drink feature, by gender and age, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 134: Juice/juice drink feature, by household size, September 2013
                                                                                                                                                                                                                                                                                                    • Other fruit juice and juice drink flavors
                                                                                                                                                                                                                                                                                                      • Figure 135: Other fruit juices and drinks, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                                                                                                                                                                    • Reasons for use
                                                                                                                                                                                                                                                                                                      • Figure 136: Consumption occasion, by household income, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 137: Consumption occasion, by fruit juice and juice drink feature, September 2013
                                                                                                                                                                                                                                                                                                    • Purchase drivers
                                                                                                                                                                                                                                                                                                      • Figure 138: Purchase decision, by gender and age, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 139: Purchase decision, by fruit juice and juice drinks, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 140: Purchase decision, by consumption occasion, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 141: Purchase decision, by consumption occasion, September 2013 (continued)
                                                                                                                                                                                                                                                                                                    • Attitudes toward sugar and sweeteners
                                                                                                                                                                                                                                                                                                      • Figure 142: Attitudes toward sugar and sweeteners, by gender and age, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 143: Attitudes toward sugar and sweeteners, by household income, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 144: Attitudes toward sugar and sweeteners, by fruit juice and juice drinks, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 145: Attitudes toward sugar and sweeteners, by parents with children and age, September 2013
                                                                                                                                                                                                                                                                                                    • Consumption barriers
                                                                                                                                                                                                                                                                                                      • Figure 146: Reason for not purchasing or decreased purchase, by presence of children in household, September 2013
                                                                                                                                                                                                                                                                                                  • Appendix – Social Media

                                                                                                                                                                                                                                                                                                    • Brand usage or awareness
                                                                                                                                                                                                                                                                                                      • Figure 147: Brand usage or awareness, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 148: Tropicana usage or awareness, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 149: Simply Orange usage or awareness, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 150: Minute Maid usage or awareness, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 151: Florida’s Natural usage or awareness, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 152: Juicy Juice usage or awareness, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 153: Mott’s usage or awareness, by demographics, September 2013
                                                                                                                                                                                                                                                                                                    • Activities done
                                                                                                                                                                                                                                                                                                      • Figure 154: Activities done, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 155: Tropicana – Activities done, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 156: Simply Orange – Activities done, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 157: Minute Maid – Activities done, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 158: Florida’s Natural – Activities done, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 159: Juicy Juice – Activities done, by demographics, September 2013
                                                                                                                                                                                                                                                                                                      • Figure 160: Mott’s – Activities done, by demographics, September 2013
                                                                                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                                                                                      • Figure 161: Online mentions around select juice or juice drink brands, by day, April 21-Oct. 20, 2013
                                                                                                                                                                                                                                                                                                      • Figure 162: Online mentions around select juice or juice drink brands, by page type, April 21-Oct. 20, 2013
                                                                                                                                                                                                                                                                                                      • Figure 163: Topics of discussion among the selected juice or juice drink brands, April 21-Oct. 20, 2013
                                                                                                                                                                                                                                                                                                      • Figure 164: Topics of discussion among the selected juice or juice drink brands, by page type, April 21-Oct. 20, 2013
                                                                                                                                                                                                                                                                                                  • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                                      • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                                                                                                                                        Juice and Juice Drinks - US - November 2013

                                                                                                                                                                                                                                                                                                        US $3,995.00 (Excl.Tax)