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)
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