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Juice, Juice Drinks and Smoothies - US - November 2014

“Some 41% of adults say they are most likely to turn to products in the category for added nutrition, the most widely applicable among the leading uses named. Next to that, 40% seek good taste. The category would do well to focus on these attributes in order to expand consumption occasion.”
– Beth Bloom, Food and Drink Analyst

This report answers the following key questions:

  • How can juice move beyond breakfast?
  • How can the category address consumer interest in fresh?
  • What have we seen from premium juice?

Dollar sales of juice, juice drinks, and smoothies showed little change at current prices between 2009 and 2014. The lack of growth (and projected future declines) results from increasing competition from other drink categories, including ready-to-drink tea and flavored water, health concerns that shine the spotlight on sugar and calorie counts, and a preference for fresh products. Encouraging expanded usage occasions and positioning products with a focus on functional benefits, such as nutrition delivery and satiety, as well as enhanced freshness positioning are in order. Such approaches may help to mitigate further dips. This report builds on the analysis presented in Mintel’s Juice and Juice Drinks – US, November 2013.

This report covers total retail sales of:

  • 100% juice – fruit and vegetable juices with no other ingredients added; includes both 100% juice blends and 100% pure juice of a single kind
  • Juice drinks – contain ingredients other than fruit and/or vegetable juice, such as corn syrup or other sweeteners and flavorings
  • RTD (ready-to-drink) smoothies – drinks made with fruit and/or juice with some kind of thickener, such as fruit puree or milk
  • Fruit and vegetable juice and juice drinks covered here include those sold in a number of formats:
  • Aseptic (boxed), canned, or bottled
  • Shelf-stable, refrigerated, or frozen
  • Powdered juice drink and smoothie mixes are excluded from this report, as are fruit juice energy drinks, such as Rockstar Juiced, and nutritionally enhanced smoothies, such as Muscle Milk.

Only products sold at retail are included. Products sold through foodservice, gyms/health clubs, and other non-retail venues are excluded.

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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
                      • Dollar sales in the category stagnate from 2009-14
                        • Figure 1: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2009-19
                      • Leading companies
                        • Coca-Cola Co. represents 18% of MULO sales in the category
                          • Figure 2: MULO sales of juice and juice drinks, by top six leading companies, rolling 52 weeks 2013 and 2014 ($ millions)
                        • Segment performance
                          • The 100% juice segment continues to struggle
                            • Figure 3: Total US retail sales of juice, juice drinks, and smoothies, by segment, at current prices ($ millions), 2009-14
                          • The consumer
                            • Three quarters of adults drink 100% juice and/or juice drinks
                              • Figure 4: Personal juice and juice drink consumption, by age, September 2014
                            • Consumers turn to juice for added nutrition and breakfast
                              • Figure 5: Correspondence analysis, November 2014
                            • What we think
                            • Issues and Insights

                                • How can juice move beyond breakfast?
                                  • Issue
                                    • Insight: Shine the spotlight on function, encourage sharing
                                      • How can the category address consumer interest in fresh?
                                        • Issue
                                          • Insight: Promote freshness where possible
                                            • What have we seen from premium juice?
                                              • Issue
                                                • Insight: Premium products are good attention-getting devices
                                                • Trend Applications

                                                    • Trend: Transumers
                                                      • Trend: Help Me Help Myself
                                                        • Trend: Extend My Brand
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of juice, juice drinks, and smoothies
                                                              • Figure 6: Total US retail sales and forecast of fruit juice, juice drinks, and smoothies, at current prices, 2009-19
                                                              • Figure 7: Total US retail sales and forecast of fruit juice, juice drinks, and smoothies, at inflation-adjusted prices, 2009-19
                                                            • Declines projected through 2019
                                                              • Figure 8: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Factors

                                                              • A quarter of consumers are buying less juice
                                                                • Young consumers health/format conscious
                                                                  • Figure 9: Juice-related statements (change in purchase), by age, September 2014
                                                                  • Figure 10: Agreement with attitudes toward juice (health), by age, September 2014
                                                                • Mixed messages make the category tough to navigate
                                                                  • Foodservice offerings have flavor appeal
                                                                    • Figure 11: Agreement with attitudes toward juice (competition), by age, September 2014
                                                                  • Competing beverage options abound
                                                                    • Figure 12: Correspondence Analysis, November 2014
                                                                    • Figure 13: Beverage use by occasion, November 2014
                                                                  • More than one quarter of juice buyers squeeze their own
                                                                    • Figure 14: Juice-related statements (behavior), by age, September 2014
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Smoothie segment is the only one to see positive two-year movement
                                                                      • Figure 15: Total US retail sales of fruit juice, juice drinks, and smoothies, by segment, at current prices, 2012 and 2014
                                                                    • Sales of 100% juice dip 11% from 2009-14
                                                                      • US retail sales of 100% juice
                                                                        • Figure 16: Total US retail sales and forecast of 100% juice, at current prices, 2009-19
                                                                        • Figure 17: Total US retail sales and forecast of 100% juice at inflation-adjusted prices, 2009-19
                                                                      • Frozen/refrigerated stays on top of 100% juice market
                                                                        • Figure 18: Sales of 100% juice, by format, at current prices, 2009-14
                                                                      • Juice drinks continuing to decline
                                                                        • US retail juice drinks
                                                                          • Figure 19: Total US retail sales and forecast of juice drinks, at current prices, 2009-19
                                                                          • Figure 20: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2009-19
                                                                        • Frozen/refrigerated gains share on shelf-stable juice drinks
                                                                          • Figure 21: Sales of juice drinks, by format, at current prices, 2009-14
                                                                        • Smoothie sales grow by 166% to reach $790 million in 2014
                                                                          • US retail sales of smoothies
                                                                            • Figure 22: Total US retail sales and forecast of smoothies, at current prices, 2009-19
                                                                            • Figure 23: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2009-19
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Supermarkets represent more than half of category sales
                                                                              • Drug stores meet the need for convenience
                                                                                • Cold-pressed convenience
                                                                                  • Figure 24: Total US retail sales of fruit juice, juice drinks, and smoothies, by channel, at current prices, 2012 and 2014
                                                                                • Natural channel sales grow 28% from 2012-14
                                                                                  • Figure 25: Natural supermarket sales of fruit juice/juice drinks, at current prices, rolling 52 weeks 2012-14
                                                                                • Refrigerated/frozen sees strongest gains in natural channel
                                                                                  • Figure 26: Natural supermarket sales of fruit juice/juice drinks, by form, at current prices, rolling 52 weeks 2012-14
                                                                                • Products with no added sweeteners make up majority of natural channel sales
                                                                                  • Figure 27: Supermarket sales of fruit juice/juice drinks, by type of sweetener, at current prices, rolling 52 weeks 2012-14
                                                                                • Natural continues to outpace non-natural in natural channels
                                                                                  • Figure 28: Natural supermarket sales of fruit juice/juice drinks, by "natural" designation, at current prices, rolling 52 weeks 2012-14
                                                                                • Organic rules, but organic ingredients see strong percentage growth
                                                                                  • Figure 29: Natural supermarket sales of juice/juice drinks, by organic content, at current prices, rolling 52 weeks 2012-14
                                                                                • More than half of natural channel offerings are packaged in glass
                                                                                  • Figure 30: Natural supermarket sales of juice/juice drinks, by packaging, at current prices, rolling 52 weeks 2012-14
                                                                              • Leading Companies and Brand Analysis

                                                                                • Key points
                                                                                  • Coca-Cola represents 18% of MULO sales in the category
                                                                                    • MULO sales of juice, juice drinks, and smoothies
                                                                                      • Figure 31: MULO sales of juice and juice drinks, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                    • PepsiCo’s Tropicana leads, but Coca-Cola tops the 100% juice segment
                                                                                      • MULO sales of 100% juice
                                                                                        • Figure 32: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Figure 33: MULO sales of 100% juice, by leading companies, rolling 52 weeks 2013 and 2014 (Continued)
                                                                                      • Coca-Cola and Kraft brands top juice drink performers at MULO
                                                                                        • MULO sales of juice drinks
                                                                                          • Figure 34: Sales of juice drinks, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                          • Figure 35: Sales of juice drinks, by leading companies, rolling 52 weeks 2013 and 2014 (Continued)
                                                                                        • PepsiCo brands make up more than half of MULO sales of smoothies
                                                                                          • MULO sales of smoothies
                                                                                            • Figure 36: MULO sales of smoothies, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Innovations and Innovators

                                                                                          • New packaging on the rise for 100% juice and juice drinks
                                                                                            • Figure 37: 100% Juice launches, by launch type, 2010-14*
                                                                                            • Figure 38: Juice drink launches, by launch type, 2010-14*
                                                                                          • Category would do well to put greater emphasis on natural
                                                                                            • Figure 39: 100% juice launches, by top 10 claims, 2010-14*
                                                                                            • Figure 40: Juice drink launches, by top 10 claims, 2010-14*
                                                                                          • Chilled products on the rise
                                                                                            • Figure 41: 100% juice launches, by storage type, 2010-14*
                                                                                            • Figure 42: Juice drink launches, by storage type, 2010-14*
                                                                                          • Smaller sizes up among 100% juice
                                                                                              • Figure 43: 100% juice launches, by top 10 pack sizes, 2010-14*
                                                                                          • Social Media

                                                                                              • Key findings
                                                                                                • Market overview
                                                                                                  • Key social media metrics
                                                                                                    • Figure 44: Key social media metrics for select juice brands, October 2014
                                                                                                  • Brand usage and awareness
                                                                                                    • Figure 45: Brand usage and awareness for select juice brands, September 2014
                                                                                                  • Interactions with juice brands
                                                                                                    • Figure 46: Interaction levels for select juice brands, September 2014
                                                                                                  • Leading online campaigns
                                                                                                    • Challenges
                                                                                                      • Packaging
                                                                                                        • Charitable involvement
                                                                                                          • What we think
                                                                                                            • Online conversations
                                                                                                              • Figure 47: Online conversations among select juice brands, Oct. 13, 2013-Oct. 12, 2014
                                                                                                            • Where are people talking about juice brands?
                                                                                                              • Figure 48: Online conversations among select juice brands, Oct. 13, 2013-Oct. 12, 2014
                                                                                                            • What are people talking about?
                                                                                                              • Figure 49: Topics of conversation around select juice brands, Oct. 13, 2013-Oct. 12, 2014
                                                                                                          • Juice Purchase and Consumption

                                                                                                            • Key points
                                                                                                              • 100% juice is preferred over juice drinks
                                                                                                                • Lower earning HHs less likely than higher earners to buy in to category
                                                                                                                  • Figure 50: Household juice and juice drink purchase, by household income, September 2014
                                                                                                                • Men are strong targets for vegetable juice consumption
                                                                                                                  • Figure 51: Personal juice and juice drink consumption, by gender, September 2014
                                                                                                                • 25-34s lead consumption
                                                                                                                  • Figure 52: Personal juice and juice drink consumption, by age, September 2014
                                                                                                                  • Figure 53: Smoothies, by age, April 2013-June 2014
                                                                                                                • Refrigerated offerings find widest appeal
                                                                                                                  • Fresh appeals to younger consumers
                                                                                                                    • Figure 54: Juice-related statements (format), by age, September 2014
                                                                                                                  • …but may appear as cost prohibitive
                                                                                                                    • Figure 55: Juice-related statements (format), by household income, September 2014
                                                                                                                  • Multi-serving rules
                                                                                                                    • Single-serving appeals to younger consumers
                                                                                                                      • Figure 56: Juice-related statements (size), by age, September 2014
                                                                                                                      • Figure 57: Agreement with attitudes toward juice (packaging), by age, September 2014
                                                                                                                  • Consumption Occasions

                                                                                                                    • Key points
                                                                                                                      • Category limited by narrow perception of use
                                                                                                                        • Youngest respondents least interested in nutrition
                                                                                                                          • Figure 58: Juice/juice drink use by occasion, by age, September 2014
                                                                                                                          • Figure 59: Agreement with attitudes toward juice (occasion), by age, September 2014
                                                                                                                          • Figure 60: Juice-related statements (behavior), by age, September 2014
                                                                                                                        • 100% single-fruit juice rules for breakfast
                                                                                                                          • Figure 61: Juice/juice drink use by occasion, by household juice purchase (1 of 3), September 2014
                                                                                                                          • Figure 62: Juice/juice drink use by occasion, by household juice purchase (2 of 3), September 2014
                                                                                                                          • Figure 63: Juice/juice drink use by occasion, by household juice purchase (3 of 3), September 2014
                                                                                                                        • 100% fruit juice works as snack; 100% multi-veg juice weight control go-to
                                                                                                                          • Figure 64: Personal juice and juice drink consumption, by juice or juice drink consumption occasion (1 of 3), September 2014
                                                                                                                          • Figure 65: Personal juice and juice drink consumption, by juice or juice drink consumption occasion (2 of 3), September 2014
                                                                                                                          • Figure 66: Personal juice and juice drink consumption, by juice or juice drink consumption occasion (3 of 3), September 2014
                                                                                                                        • Single-serve bottles important for those looking for hydration
                                                                                                                          • Figure 67: Juice-related statements (size), by juice or juice drink consumption occasion (1 of 3), September 2014
                                                                                                                          • Figure 68: Juice-related statements (size), by juice or juice drink consumption occasion (2 of 3), September 2014
                                                                                                                          • Figure 69: Juice-related statements (size), by juice or juice drink consumption occasion (3 of 3), September 2014
                                                                                                                        • Weight conscious most likely to squeeze their own
                                                                                                                          • Figure 70: Juice-related statements (behavior), by juice or juice drink consumption occasion (1 of 3), September 2014
                                                                                                                          • Figure 71: Juice-related statements (behavior), by juice or juice drink consumption occasion (2 of 3), September 2014
                                                                                                                          • Figure 72: Juice-related statements (behavior), by juice or juice drink consumption occasion (3 of 3), September 2014
                                                                                                                        • Nearly one quarter of smoothie drinkers do so for added nutrition
                                                                                                                          • Figure 73: RTD smoothie use by occasion, by age, September 2014
                                                                                                                      • Sugar Reduction

                                                                                                                        • Key points
                                                                                                                          • More than one quarter of juice buyers buy reduced-sugar varieties
                                                                                                                            • Figure 74: Juice-related statements (reduced sugar), by age, September 2014
                                                                                                                          • Sugar control may be cost prohibitive
                                                                                                                            • Figure 75: Juice-related statements (reduced sugar), by household income, September 2014
                                                                                                                          • No sugar added leads sugar reduction tactic of interest
                                                                                                                            • Older consumers don’t want added sugar, younger OK with smaller bottles
                                                                                                                              • Figure 76: Sugar reduction, by age, September 2014
                                                                                                                            • Half of non-drinkers appear somewhat interested in sugar reduction
                                                                                                                              • Figure 77: Sugar reduction, by household juice purchase, September 2014
                                                                                                                          • Innovation of Interest

                                                                                                                            • Key points
                                                                                                                              • All natural leads interest in juice innovation
                                                                                                                                • Nearly half of 25-34s look for all-natural products
                                                                                                                                  • Figure 78: Innovation of interest, by age, September 2014
                                                                                                                                • Flavor innovation might resonate with younger shoppers, drive health innovation
                                                                                                                                  • Figure 79: Agreement with attitudes toward juice (innovation), by age, September 2014
                                                                                                                                • Texture best reserved for higher-price-point products
                                                                                                                                  • Figure 80: Innovation of interest, by household income, September 2014
                                                                                                                                • Unique fruit may be better left to non-breakfast occasions
                                                                                                                                  • Consumers see relationship between protein and exercise
                                                                                                                                    • Figure 81: Innovation of interest, by juice or juice drink consumption occasion (1 of 3), September 2014
                                                                                                                                    • Figure 82: Innovation of interest, by juice or juice drink consumption occasion (2 of 3), September 2014
                                                                                                                                    • Figure 83: Innovation of interest, by juice or juice drink consumption occasion (3 of 3), September 2014
                                                                                                                                  • New flavors might be a welcome change for weight watchers
                                                                                                                                    • Figure 84: Agreement with attitudes toward juice (innovation), by juice or juice drink consumption occasion (1 of 3), September 2014
                                                                                                                                    • Figure 85: Agreement with attitudes toward juice (innovation), by juice or juice drink consumption occasion (2 of 3), September 2014
                                                                                                                                    • Figure 86: Agreement with attitudes toward juice (innovation), by juice or juice drink consumption occasion (3 of 3), September 2014
                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                  • Key points
                                                                                                                                    • Asian consumers and shoppers of Hispanic origin strong targets
                                                                                                                                      • Figure 87: Household juice and juice drink purchase, by race/Hispanic origin, September 2014
                                                                                                                                    • Fresh is big draw among Hispanics
                                                                                                                                      • Figure 88: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
                                                                                                                                      • Figure 89: Juice-related statements (behavior), by race/Hispanic origin, September 2014
                                                                                                                                    • Hispanics gravitate toward single-serving purchase
                                                                                                                                      • Figure 90: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
                                                                                                                                      • Figure 91: Agreement with attitudes toward juice (packaging), by race/Hispanic origin, September 2014
                                                                                                                                    • More than one third of Hispanics say they are buying less
                                                                                                                                      • Figure 92: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
                                                                                                                                      • Figure 93: Juice-related statements (types purchased), by race/Hispanic origin, September 2014
                                                                                                                                      • Figure 94: Sugar reduction, by race/Hispanic origin, September 2014
                                                                                                                                    • Black consumers turn to juice for breakfast; Asians see it as a treat
                                                                                                                                      • Figure 95: Juice/juice drink use by occasion, by race/Hispanic origin, September 2014
                                                                                                                                    • Hunger satiation may appeal to Asians in smoothie positioning; Hispanics look for energy boost
                                                                                                                                      • Figure 96: RTD smoothie use by occasion, by race/Hispanic origin, September 2014
                                                                                                                                    • Natural is a strong driver among Asians; Hispanics interested in flavor innovation
                                                                                                                                      • Figure 97: Innovation of interest, by race/Hispanic origin, September 2014
                                                                                                                                      • Figure 98: Agreement with attitudes toward juice (innovation), by race/Hispanic origin, September 2014
                                                                                                                                    • Asians want healthy kid options; texture represents health for Hispanics
                                                                                                                                      • Figure 99: Agreement with attitudes toward juice (health), by race/Hispanic origin, September 2014
                                                                                                                                    • Foodservice tie-ins may attract Asians and Hispanics
                                                                                                                                      • Figure 100: Agreement with attitudes toward juice (competition), by race/Hispanic origin, September 2014
                                                                                                                                  • Custom Consumer Group – Households with Children

                                                                                                                                    • Key points
                                                                                                                                      • Households with children are significantly more likely to purchase all products measured here
                                                                                                                                        • Figure 101: Household juice and juice drink purchase, by presence of children in household, September 2014
                                                                                                                                      • Households with children are significantly more likely to purchase all products measured here
                                                                                                                                          • Figure 102: Household juice and juice drink purchase, by parents with children in household, September 2014
                                                                                                                                          • Figure 103: Other juices and drinks, April 2013-June 2014
                                                                                                                                        • Dads open to vegetable juice
                                                                                                                                          • Figure 104: Household juice and juice drink purchase, by parental status, September 2014
                                                                                                                                        • Fresh-squeezed appeals to parents
                                                                                                                                          • Figure 105: Juice-related statements (types purchased), by presence of children in household, September 2014
                                                                                                                                          • Figure 106: Juice-related statements (behavior), by parents with children in household, September 2014
                                                                                                                                        • Small formats particularly resonate with households with children
                                                                                                                                          • Figure 107: Juice-related statements (types purchased), by presence of children in household, September 2014
                                                                                                                                          • Figure 108: Agreement with attitudes toward juice (packaging), by presence of children in household, September 2014
                                                                                                                                        • Drink mixes may present strong competition among HHs with children
                                                                                                                                          • Figure 109: Juice-related statements (types purchased), by presence of children in household, September 2014
                                                                                                                                        • Seven in 10 households with children interested in sugar reduction
                                                                                                                                            • Figure 110: Sugar reduction, by presence of children in household, September 2014
                                                                                                                                            • Figure 111: Agreement with attitudes toward juice (health), by presence of children in household, September 2014
                                                                                                                                            • Figure 112: Agreement with attitudes toward juice (health), by parental status, September 2014
                                                                                                                                          • Promoting juice use throughout the day will be key for HHs with kids
                                                                                                                                            • Figure 113: Agreement with attitudes toward juice (occasion), by presence of children in household, September 2014
                                                                                                                                            • Figure 114: Orange juice, April 2013-June 2014
                                                                                                                                            • Figure 115: Other juices and drinks, April 2013-June 2014
                                                                                                                                            • Figure 116: Orange juice, by age, April 2013-June 2014
                                                                                                                                            • Figure 117: Orange juice, April 2013-June 2014
                                                                                                                                            • Figure 118: Other juice or lemonade, April 2013-June 2014
                                                                                                                                        • Appendix – Social Media

                                                                                                                                          • Brand usage or awareness
                                                                                                                                            • Figure 119: Brand usage or awareness, September 2014
                                                                                                                                            • Figure 120: Evolution Fresh usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 121: Naked usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 122: Odwalla usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 123: Tropicana usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 124: V8 usage or awareness, by demographics, September 2014
                                                                                                                                            • Figure 125: Capri Sun usage or awareness, by demographics, September 2014
                                                                                                                                          • Activities done
                                                                                                                                            • Figure 126: Activities done, September 2014
                                                                                                                                            • Figure 127: Evolution Fresh – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                            • Figure 128: Evolution Fresh – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                            • Figure 129: Evolution Fresh – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                            • Figure 130: Evolution Fresh – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                            • Figure 131: Naked – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                            • Figure 132: Naked – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                            • Figure 133: Naked – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                            • Figure 134: Naked – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                            • Figure 135: Odwalla – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                            • Figure 136: Odwalla – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                            • Figure 137: Odwalla – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                            • Figure 138: Odwalla – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                            • Figure 139: Tropicana – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                            • Figure 140: Tropicana – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                            • Figure 141: Tropicana – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                            • Figure 142: Tropicana – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                            • Figure 143: V8 – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                            • Figure 144: V8 – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                            • Figure 145: V8 – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                            • Figure 146: V8 – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                            • Figure 147: Capri Sun – Activities done – I have looked up/talked about this brand online on social media, by demographics, September 2014
                                                                                                                                            • Figure 148: Capri Sun – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, September 2014
                                                                                                                                            • Figure 149: Capri Sun – Activities done – I follow/like the brand on social media because, by demographics, September 2014
                                                                                                                                            • Figure 150: Capri Sun – Activities done – I have researched the brand on social media to, by demographics, September 2014
                                                                                                                                          • Key social media metrics
                                                                                                                                            • Figure 151: Key social media metrics for select juice brands, October 2014
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 152: Online conversations among select juice brands, Oct. 13, 2013-Oct. 12, 2014
                                                                                                                                        • Appendix – Other Useful Tables

                                                                                                                                          • Juice purchase
                                                                                                                                            • Figure 153: Household juice and juice drink purchase, by gender and age, September 2014
                                                                                                                                            • Figure 154: Personal juice and juice drink consumption, by race/Hispanic origin, September 2014
                                                                                                                                            • Figure 155: Juice-related statements (format), by gender and age, September 2014
                                                                                                                                            • Figure 156: Juice-related statements (size), by gender and age, September 2014
                                                                                                                                            • Figure 157: Juice-related statements (change in purchase), by gender and age, September 2014
                                                                                                                                            • Figure 158: Orange juice in bottles, cans or cartons, by age, April 2013-June 2014
                                                                                                                                          • Juice behavior
                                                                                                                                            • Figure 159: Juice-related statements (behavior), by gender and age, September 2014
                                                                                                                                          • Consumption occasions
                                                                                                                                            • Figure 160: Juice/juice drink use by occasion, by gender and age, September 2014
                                                                                                                                          • Smoothie occasions
                                                                                                                                            • Figure 161: RTD smoothie use by occasion, by gender and age, September 2014
                                                                                                                                          • Sugar reduction
                                                                                                                                            • Figure 162: Juice-related statements (reduced sugar), by gender and age, September 2014
                                                                                                                                            • Figure 163: Sugar reduction, by gender and age, September 2014
                                                                                                                                            • Figure 164: Sugar reduction, by household income, September 2014
                                                                                                                                          • Innovations of interest
                                                                                                                                            • Figure 165: Innovation of interest, by gender and age, September 2014
                                                                                                                                          • Attitudes toward juice
                                                                                                                                            • Figure 166: Attitudes toward juice, September 2014
                                                                                                                                          • Flavors
                                                                                                                                            • Figure 167: Orange juice in bottles, cans or cartons, by presence of children in household, April 2013-June 2014
                                                                                                                                            • Figure 168: Other fruit juices and drinks, by age, April 2013-June 2014
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Aldi
                                                                                                                                          • Campbell Soup Company
                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                          • Dole Food Company Inc.
                                                                                                                                          • Dr Pepper Snapple Group, Inc.
                                                                                                                                          • Florida's Natural Growers
                                                                                                                                          • Houchens Industries Inc
                                                                                                                                          • Kraft Foods Inc.
                                                                                                                                          • Nestlé USA
                                                                                                                                          • Odwalla Inc.
                                                                                                                                          • PepsiCo Inc
                                                                                                                                          • Tropicana Products Inc.
                                                                                                                                          • USA Today
                                                                                                                                          • Veryfine Products, Inc.
                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                          Juice, Juice Drinks and Smoothies - US - November 2014

                                                                                                                                          US $3,995.00 (Excl.Tax)