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Juice - Canada - November 2016

"Canadians are drinking less juice than they used to. Different factors contribute to this challenging growth environment, such as an aging population in Canada and concerns around sugar. Based on predicted category trends juice companies will need to maintain or grow their share of a shrinking pie to achieve growth and will need to respond nimbly to category trends and evolving areas of consumer demand."
- Joel Gregoire, Senior Research Analyst, Food & Beverage

This Report discusses the following key topics:

  • Juice sales continue to soften at retail
  • Sugar remains barrier to consumption
  • Aging population proves a challenge for the juice category

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Formats included in consumer data juice definition:
        • Executive Summary

          • The issues
            • Juice sales continue to soften at retail
              • Figure 1: Retail Canadian volume sales and forecast of pure juice, juice drinks and nectars market, 2011-15
            • Sugar remains barrier to consumption
              • Figure 2: Attitudes towards juice around sugar, September 2016
            • Aging population proves a challenge for the juice category
              • Figure 3: Juice usage, over-65s vs overall population, September 2016
            • The opportunities
              • Cold-pressed represents a fledgling opportunity to bolster juice’s health bona fides
                • Figure 4: Interest in cold-pressed juice, by gender and age group, September 2016
              • Expanding beyond breakfast can bolster penetration
                • Figure 5: Percentage of consumers who agree “smoothies make for a good meal replacement”, by age, September 2016
              • New flavours and format infuse excitement into category
                • Figure 6: Interest in juice with internationally-inspired flavours, by age, September 2016
              • What it means
              • The Market – What You Need to Know

                • Long-term category softness expected to continue
                  • Focus on health and weight management to continue
                    • Canada’s aging population represents a challenge for the juice category
                    • Market Size and Forecast

                      • Long-term market softness expected to continue
                        • Figure 7: Retail Canadian value sales and forecast of pure juice, juice drinks and nectars market, at current prices, 2011-21
                        • Figure 8: Retail Canadian volume sales and forecast of pure juice, juice drinks and nectars market, at current prices, 2011-21
                        • Figure 9: Retail Canadian sales and forecast of pure juice, juice drinks and nectars market, at current prices, 2011-21
                    • Market Factors

                      • Focus on health and weight management to continue
                        • Figure 10: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                      • Canadians are increasingly time-pressed
                        • Canada’s aging population represents challenge for juice industry
                          • Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Key Players – What You Need to Know

                        • All-natural positioning resonates with Canadian juice consumers
                          • Cold-pressed juice represents an opportunity to meet demand for natural and healthful offerings
                            • Juice category challenged by concern around sugar
                            • What’s Hot?

                              • All-natural positioning resonates with Canadian juice consumers
                                  • Figure 12: Ceres 100% Guava and Litchi Juice (Canada), September 2016
                                • Consumers’ thirst for smoothies continues
                                • What’s Not?

                                  • Juice category challenged by concern around sugar
                                    • Aging population fans headwinds for juice category
                                    • What’s Next?

                                      • Cold-pressed juice represents an opportunity to meet demand for natural and healthful offerings
                                          • Figure 13: Top flavour components in cold-pressed juice, 2016 YTD (November)
                                        • Opportunity to leverage superfoods to boost functionality
                                          • Figure 14: Green Panda Superfood Chia Drink with Apple & Elder (Austria), November 2016
                                          • Figure 15: Sambazon Acai Berry, Kale + Ginger Superfood Smoothie (USA), July 2016
                                          • Figure 16: Columbia Gorge Organic Vitatrition VitaSea Superfoods Sea Algae Fruit Puree & Juice Blend (USA), January 2016
                                          • Figure 17: Raw Pressery Lean Cold-pressed Spirulina, Kiwi, Kale, Cucumber, Green Apple and Mint Juice (India), January 2016
                                        • Expanding flavour selection is a means to connect with younger consumers
                                          • Figure 18: Top growing juice flavour components globally, 2015 vs 2014
                                      • The Consumer – What You Need to Know

                                        • Sugar in juice a concern for a third of consumers
                                          • Young men are core juice drinkers
                                            • Young women most likely to turn to smoothies as meal replacements
                                              • A quarter of Canadians cite interest in cold-pressed juice
                                              • Barriers to Juice Consumption

                                                • Sugar in juice a concern for a third of consumers
                                                  • Figure 19: Attitudes towards juice, by gender, September 2016
                                                • A quarter of consumers don’t trust all-natural claims on juice
                                                  • Price is a deterrent for a minority of consumers
                                                    • Figure 20: Low price as a factor when choosing one juice over another, September 2016
                                                    • Figure 21: Juice unit value in local currency, 2010-15
                                                  • A third of parents concerned about serving juice to kids
                                                    • Figure 22: Welch’s Premium Juice Ice Bars, (Canada), August 2015
                                                • Juice Consumption Behaviour

                                                  • Chilled carton/bottle juice is the most popular format
                                                    • Figure 23: Juice formats at any occasion, September 2016
                                                  • Young men are core juice drinkers
                                                    • Figure 24: Chilled carton/bottled juice consumption, by age, September 2016
                                                    • Figure 25: Juice formats at any occasion, by gender, September 2016
                                                  • Opportunity exists for flavour expansion among Canadians
                                                    • Figure 26: Top juice flavours (any rank), September 2016
                                                    • Figure 27: Top juice flavours have not drunk but interested in trying, September 2016
                                                  • Juice is most commonly consumed at breakfast
                                                    • Figure 28: Lidl Solevita Relaxing Juice with Melatonin (Spain), August 2016
                                                    • Figure 29: Format of juice consumed, by daypart, September 2016
                                                • What Matters to Canadians When Choosing Juices

                                                  • Young women most likely to turn to smoothies to replace meals
                                                    • Figure 30: Percentage of consumers who agree smoothies make a good meal replacement, September 2016
                                                  • Winning against health and functionality
                                                    • Figure 31: Factors that are important when choosing juice, September 2016
                                                    • Figure 32: Welch’s Blueberry Cherry Smoothie Kit (Canada), January 2015
                                                    • Figure 33: Welch’s Fruit and Veggie Green Supreme Smoothie Kit (Canada), January 2015
                                                  • A quarter of Canadians cite interest in cold-pressed juice
                                                    • Figure 34: Interest in drinking gold-pressed juice, by gender and age, September 2016
                                                    • Figure 35: Bolthouse Farms 1915 apple, romaine, cucumber, spinach, kale, lemon 100% fruit & vegetable juice blend (Canada), July 2016 & The Pulp & Press Juice Co. Hulk Cold-pressed Fruit & vegetable Juice, November 2016
                                                  • Opportunity for juice to leverage tea’s health bona fides
                                                      • Figure 36: Purity Organic Brewed Mate Tea with Grapefruit and Ginger and Brewed Guayusa Tea with Pomegranate and Peach (USA), November 2016
                                                    • A fifth of Canadian adults are interested in ‘adult’ juice pre-mixes
                                                      • Figure 37: Interest in pre-mixed juices with alcohol, by age and gender, September 2016
                                                  • Consumer Groups

                                                    • Juice usage higher among parents
                                                      • Figure 38: Juice usage by format, parents vs non-parents, September 2016
                                                    • Chinese Canadians show lower demand for low sugar options
                                                      • Juice sales challenged on both sides of the border
                                                        • Figure 39: Retail market size, volume – Canada vs US, 2011-15
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Consumer qualitative research
                                                                • Abbreviations and terms
                                                                  • Abbreviations

                                                                  Companies Covered

                                                                  To learn more about the companies covered in this report please contact us.

                                                                  Juice - Canada - November 2016

                                                                  US $3,995.00 (Excl.Tax)