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Fruit Juice, Juice Drinks and Smoothies - UK - December 2018

“That consumers are limiting consumption due to concerns about sugar emphasises the importance of reformulation in juice drinks, and fruit juices and smoothies using their health halo and differentiation to support sales. The latter includes giving more details on ingredients, offering more varieties of blends and targeting different usage occasions.”
– Richard Caines, Senior Food & Drink Analyst

This report looks at the following areas:

  • References to sourcing, seasons and fruit varieties offer ways of adding differentiation
  • Reducing food and packaging waste needs to be central for juice brands wanting to be seen as sustainable
  • Scope to target new occasions to drive uptake

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Volume sales hit by concerns about sugar
              • Value sales forecast to grow
                • Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2013-23
              • Soft Drinks Industry Levy came into effect in April 2018
                • Targets set for sugar reduction for fruit juice
                  • Companies and brands
                    • Own-label makes gains in fruit juice
                      • Figure 2: UK retail sales of leading brands in the fruit juice market, by value, 2017/18*
                    • Ribena leads in juice drinks
                      • Figure 3: UK retail sales of leading brands in the juice drinks market, by value, 2017/18*
                    • Innocent takes over half of smoothies sales
                      • Figure 4: UK retail sales of leading brands in the smoothies market, by value, 2017/18*
                    • Fruit and vegetable blends gain share of launches
                      • Drinks with added health benefits are a big theme
                        • L/N/R sugar claims mostly refer to no added sugar
                          • The consumer
                            • Eight in 10 people use these drinks
                              • Figure 5: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2018
                            • More than a quarter make their own juices/smoothies
                              • In-season fruits, British and Fair Trade ingredients have strong appeal
                                • Figure 6: Behaviours related to fruit juice, juice drinks and smoothies, August 2018
                              • Three in 10 interested in ingredients that reduce food waste
                                • Figure 7: Product concepts of interest in fruit juice, juice drinks and smoothies, August 2018
                              • Nearly half would like more fruit and vegetable blends, scope for ‘mocktail’ positioning to engage
                                • Figure 8: Attitudes towards fruit juice, juice drinks and smoothies, August 2018
                              • Fruit juice from concentrate has an image problem
                                • Figure 9: Correspondence analysis of qualities associated with fruit juice, juice drinks and smoothies, August 2018
                              • What we think
                              • Issues and Insights

                                • References to sourcing, seasons and fruit varieties offer ways of adding differentiation
                                  • The facts
                                    • The implications
                                      • Reducing food and packaging waste needs to be central for juice brands wanting to be seen as sustainable
                                        • The facts
                                          • The implications
                                            • Scope to target new occasions to drive uptake
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Volume sales hit by concerns about sugar
                                                    • Value sales forecast to grow
                                                      • Fruit juice volumes decline but value sales stabilise
                                                        • Juice drinks see slump in sales
                                                          • Smoothies see strong sales growth
                                                            • Soft Drinks Industry Levy came into effect in April 2018
                                                              • Targets set for sugar reduction for fruit juice
                                                                • Sugar consumers’ leading health concern
                                                                  • More than one in four people use juice/smoothie makers
                                                                    • Population changes will have mixed impact on usage
                                                                    • Market Size and Forecast

                                                                      • Volume sales hit by concerns about sugar
                                                                        • Figure 10: UK value and volume sales of fruit juice, juice drinks and smoothies, 2013-23
                                                                      • Value sales expected to grow
                                                                        • Demographic changes will help and hinder the market
                                                                          • Figure 11: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2013-23
                                                                          • Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2013-23
                                                                        • Forecast methodology
                                                                        • Market Segmentation

                                                                          • Fruit juice volumes decline but value sales stabilise
                                                                            • Figure 13: Forecast of UK sales of fruit juice, by value and volume, 2013-23
                                                                          • Further volume decline forecast for fruit juice
                                                                            • Figure 14: Forecast of UK sales of fruit juice, by value, 2013-23
                                                                          • Juice drinks see slump in sales
                                                                            • Figure 15: Forecast of UK sales of juice drinks, by value and volume, 2013-23
                                                                          • Volume decline expected to ease for juice drinks
                                                                            • Figure 16: Forecast of UK sales of juice drinks, by value, 2013-23
                                                                          • Smoothies see strong sales growth
                                                                            • Figure 17: Forecast of UK sales of smoothies, by value and volume, 2013-23
                                                                          • Smoothies are expected to post strong but slowing growth
                                                                            • Figure 18: Forecast of UK sales of smoothies, by value, 2013-23
                                                                        • Market Drivers

                                                                          • Soft Drinks Industry Levy came into effect in April 2018
                                                                            • Levy applies from 5g of sugar per 100ml
                                                                              • EFSA low-sugar threshold undercuts the SDIL threshold
                                                                                • Targets set for sugar reduction for fruit juice
                                                                                  • Healthy eating is high on consumers’ radars, with sugar the top concern
                                                                                    • PHE and media put sugar in the spotlight
                                                                                      • More people strive to eat healthily
                                                                                        • More than one in four people use juice/smoothie makers
                                                                                          • Figure 19: Ownership of juicers/smoothie makers, by age, August 2017
                                                                                        • Population changes will have mixed impact on usage
                                                                                          • Figure 20: Trends in the age structure of the UK population, 2013-23
                                                                                        • Weather hits overseas fruit crops
                                                                                        • Companies and Brands – What You Need to Know

                                                                                          • Own-label makes gains in fruit juice
                                                                                            • Ribena leads in juice drinks
                                                                                              • Innocent takes over half of smoothies sales
                                                                                                • Fruit and vegetable blends gain share of launches
                                                                                                  • Drinks with added health benefits are a big theme
                                                                                                    • L/N/R sugar claims mostly refer to no added sugar
                                                                                                      • New flavours aim to drive differentiation
                                                                                                        • Advertising spend looks set to increase on 2017
                                                                                                          • Tropicana associated most widely with consistently high quality
                                                                                                            • Ribena seen as the most traditional brand
                                                                                                            • Market Share

                                                                                                              • Own-label makes gains in fruit juice
                                                                                                                • Figure 21: UK retail sales of leading brands in the fruit juice market, by value and volume, 2016/17 and 2017/18
                                                                                                              • Ribena leads in juice drinks
                                                                                                                • Figure 22: UK retail sales of leading brands in the juice drinks market, by value and volume, 2016/17 and 2017/18
                                                                                                              • Innocent takes over half of smoothies sales
                                                                                                                • Figure 23: UK retail sales of leading brands in the smoothies market, by value and volume, 2016/17 and 2017/18
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Fruit and vegetable blends gain share of launches
                                                                                                                • Figure 24: New product launches in fruit juice/smoothies including vegetables as a flavour, share of total launches, 2014-18
                                                                                                              • Fruit/vegetable blends struggle to be seen as tasty
                                                                                                                • Figure 25: Perception map of attribute performance of fruit juices/smoothies with vegetables in comparison to fruit juices/smoothies without vegetables in the UK fruit juices/smoothies market, April-November 2018
                                                                                                                • Figure 26: Examples of launches of fruit juices/smoothies with vegetables, 2018
                                                                                                              • Cold-pressed juices gain share of launches and expand range of flavours
                                                                                                                • Figure 27: New product launches in fruit juice/smoothies that are cold-pressed, share of total launches, 2014-18
                                                                                                              • Strong interest in cold-pressed variants…
                                                                                                                • …but they struggle on value image
                                                                                                                  • Figure 28: Perception map of attribute performance of cold-pressed fruit juices in comparison to fruit juices that are not cold-pressed in the UK fruit juices market, April-November 2018
                                                                                                                  • Figure 29: Examples of launches of cold-pressed juices, 2018
                                                                                                                • Drinks with added health benefits are a big theme
                                                                                                                  • Figure 30: New product launches in the UK fruit juice, juice drink and smoothies market carrying a functional claim, share of total launches, 2014-18
                                                                                                                • Many launches are highlighting vitamins and minerals
                                                                                                                  • Figure 31: Examples of launches of fruit juice, juice drinks and smoothies with added vitamins, 2018
                                                                                                                • Various operators look to health-boosting shots to elevate health-led image
                                                                                                                  • Figure 32: Examples of health-boosting shots launches, 2018
                                                                                                                • L/N/R sugar claims mostly refer to no added sugar
                                                                                                                  • Figure 33: New product launches in the UK juice drinks market carrying L/N/R sugar claims, 2014-18
                                                                                                                • Reformulation sees most juice drinks fall below SDIL threshold
                                                                                                                  • Capri-Sun looks to stevia, Sunny D focuses on 100-calorie limit
                                                                                                                    • Slush Puppie launches in freezer pouches, Robinsons Fruit Shoot goes Juiced
                                                                                                                      • Figure 34: Examples of new launches making L/N/R sugar claims, 2018
                                                                                                                    • New flavours aim to drive differentiation
                                                                                                                      • Limited edition blends help refresh offerings
                                                                                                                        • Ethnic-inspired ‘street drinks’ range from Rubicon
                                                                                                                          • Sainsbury’s launches its latest take on soft drinks in the style of alcoholic drinks
                                                                                                                            • Figure 35: Examples of new flavour launches in fruit juice, juice drinks and smoothies, 2018
                                                                                                                        • Advertising and Marketing Activity

                                                                                                                          • Advertising spend looks set to increase on 2017
                                                                                                                            • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2014-18
                                                                                                                            • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2014-18
                                                                                                                          • Coca-Cola leads advertising spending
                                                                                                                            • Innocent pushes Super Juice and Super Smoothies
                                                                                                                              • Capri-Sun raises awareness of 50% less sugar product
                                                                                                                                • Oasis encourages drinking together
                                                                                                                                  • Fuze Tea encourages consumers to take a break
                                                                                                                                    • Britvic increases support for J2O
                                                                                                                                      • ‘Find you mojo’ campaign for J2O
                                                                                                                                        • PepsiCo increases spending on its brands
                                                                                                                                          • Tropicana Essentials is PepsiCo’s biggest focus
                                                                                                                                            • Ocean Spray pushes taste and goodness
                                                                                                                                              • Vimto brings ‘Refreshingly Different’ slogan to life
                                                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                                                • Brand Research

                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 38: Attitudes towards and usage of selected brands, August 2018
                                                                                                                                                    • Key brand metrics
                                                                                                                                                      • Figure 39: Key metrics for selected brands, August 2018
                                                                                                                                                    • Brand attitudes: Tropicana has strong association with consistently high quality
                                                                                                                                                      • Figure 40: Attitudes, by brand, August 2018
                                                                                                                                                    • Brand personality: Innocent is seen as the most ethical brand
                                                                                                                                                      • Figure 41: Brand personality – Macro image, August 2018
                                                                                                                                                    • Tropicana is deemed the most delicious brand
                                                                                                                                                      • Figure 42: Brand personality – Micro image, August 2018
                                                                                                                                                    • Brand analysis
                                                                                                                                                      • Tropicana is the most strongly associated with consistently high quality
                                                                                                                                                        • Figure 43: User profile of Tropicana, August 2018
                                                                                                                                                      • Innocent is seen as the most innovative brand
                                                                                                                                                        • Figure 44: User profile of Innocent, August 2018
                                                                                                                                                      • Naked’s standout features are being seen as innovative and ethical
                                                                                                                                                        • Figure 45: User profile of Naked, August 2018
                                                                                                                                                      • Ribena is seen as the most traditional brand
                                                                                                                                                        • Figure 46: User profile of Ribena, August 2018
                                                                                                                                                      • Oasis strongly associated with being refreshing
                                                                                                                                                        • Figure 47: User profile of Oasis, August 2018
                                                                                                                                                      • Robinsons Fruit Shoot among most accessible and fun brands
                                                                                                                                                        • Figure 48: User profile of Robinsons Fruit Shoot, August 2018
                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                      • Eight in 10 people use these drinks
                                                                                                                                                        • More than a quarter make their own juices/smoothies
                                                                                                                                                          • In-season fruits and British ingredients have strong appeal
                                                                                                                                                            • Strong interest in Fair Trade ingredients for juices
                                                                                                                                                              • Three in 10 interested in ingredients that reduce food waste
                                                                                                                                                                • A quarter are interested in protein ingredients in juices/smoothies
                                                                                                                                                                  • References to fruit varieties offer a way of adding differentiation
                                                                                                                                                                    • Nearly half would like more fruit and vegetable blends
                                                                                                                                                                      • ‘Mocktail’ positioning offers route for driving interest
                                                                                                                                                                        • Fruit juice from concentrate has an image problem
                                                                                                                                                                        • Usage of Fruit Juice, Juice Drinks, Smoothies and Coconut Water

                                                                                                                                                                          • Eight in 10 people use these drinks
                                                                                                                                                                            • Figure 49: Usage of fruit juice, juice drinks, smoothies and coconut water, August 2018
                                                                                                                                                                          • Half drink fruit juice at least once a week
                                                                                                                                                                            • Figure 50: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2018
                                                                                                                                                                          • Scope to grow usage
                                                                                                                                                                            • Ageing population poses a challenge
                                                                                                                                                                              • Juice drinks usage shows heavy bias towards younger people
                                                                                                                                                                                • More than four in 10 drink smoothies
                                                                                                                                                                                  • Young people see smoothies more positively than older
                                                                                                                                                                                  • Usage of Freshly Made Fruit Juice/Smoothies

                                                                                                                                                                                    • More than a quarter make their own juices/smoothies
                                                                                                                                                                                      • Figure 51: Drinking of freshly made fruit juice/smoothies, August 2018
                                                                                                                                                                                    • A fifth drink juice/smoothies from juice bars
                                                                                                                                                                                      • Figure 52: Drinking of fruit juice/smoothies freshly made in front of you, August 2018
                                                                                                                                                                                    • Four in 10 people think it is worth paying more for freshly squeezed
                                                                                                                                                                                    • Behaviours Related to Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                      • In-season fruits and British ingredients have strong appeal
                                                                                                                                                                                        • Four in 10 think foods ‘in season’ are healthier
                                                                                                                                                                                          • Promoting British ingredients is rare in juices
                                                                                                                                                                                            • Figure 53: Behaviours related to fruit juice, juice drinks and smoothies, August 2018
                                                                                                                                                                                          • Strong interest in Fair Trade ingredients for juices
                                                                                                                                                                                            • Strong interest in self-service machines and refill services
                                                                                                                                                                                              • More than half interested in squeezing juice in-store
                                                                                                                                                                                                • Interest in refilling empty bottles indicates anti-plastic backlash
                                                                                                                                                                                                • Interest in Trying Products

                                                                                                                                                                                                  • Three in 10 interested in ingredients that reduce food waste
                                                                                                                                                                                                    • Figure 54: Product concepts of interest in fruit juice, juice drinks and smoothies, August 2018
                                                                                                                                                                                                  • A quarter are interested in protein ingredients in juices/smoothies
                                                                                                                                                                                                    • References to fruit varieties offer a way of adding differentiation
                                                                                                                                                                                                    • Attitudes towards Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                                      • Breakdown of sugar content wanted on labelling
                                                                                                                                                                                                        • Figure 55: Attitudes towards fruit juice, juice drinks and smoothies, August 2018
                                                                                                                                                                                                      • A role for plant-derived sweeteners
                                                                                                                                                                                                        • Nearly half would like more fruit and vegetable blends
                                                                                                                                                                                                          • ‘Mocktail’ positioning offers route for encouraging more buying
                                                                                                                                                                                                          • Attributes Associated with Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                                                                            • Fruit juice from concentrate has an image problem
                                                                                                                                                                                                              • Figure 56: Correspondence analysis of qualities associated with fruit juice, juice drinks and smoothies, August 2018
                                                                                                                                                                                                            • Less familiarity with cold-pressed juices
                                                                                                                                                                                                              • Figure 57: Qualities associated with fruit juice, juice drinks and smoothies, August 2018
                                                                                                                                                                                                            • Smoothies seen as top for being nutritious
                                                                                                                                                                                                              • Methodology
                                                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                                      • Forecast methodology
                                                                                                                                                                                                                          • Figure 58: Best- and worst-case forecast of total UK retail value sales of fruit juice, juice drinks and smoothies, 2018-23
                                                                                                                                                                                                                          • Figure 59: Best- and worst-case forecast of total UK retail volume sales of fruit juice, juice drinks and smoothies, 2018-23
                                                                                                                                                                                                                      • Appendix – Market Segmentation

                                                                                                                                                                                                                          • Figure 60: Forecast of UK sales of fruit juice, by volume, 2013-23
                                                                                                                                                                                                                          • Figure 61: Best- and worst-case forecast of total UK retail value sales of fruit juice, 2018-23
                                                                                                                                                                                                                          • Figure 62: Best- and worst-case forecast of total UK retail volume sales of fruit juice, 2018-23
                                                                                                                                                                                                                          • Figure 63: Forecast of UK sales of fruit drinks, by volume, 2013-23
                                                                                                                                                                                                                          • Figure 64: Best- and worst-case forecast of total UK retail value sales of fruit drinks, 2018-23
                                                                                                                                                                                                                          • Figure 65: Best- and worst-case forecast of total UK retail volume sales of fruit drinks, 2018-23
                                                                                                                                                                                                                          • Figure 66: Forecast of UK sales of smoothies, by volume, 2013-23
                                                                                                                                                                                                                          • Figure 67: Best- and worst-case forecast of total UK retail value sales of smoothies, 2018-23
                                                                                                                                                                                                                          • Figure 68: Best- and worst-case forecast of total UK retail volume sales of smoothies, 2018-23
                                                                                                                                                                                                                      • Appendix – Market Share

                                                                                                                                                                                                                          • Figure 69: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                          • Figure 70: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                          • Figure 71: UK retail sales of leading manufacturers in the smoothies market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                      • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                          • Figure 72: New product launches in the UK fruit juice, juice drinks and smoothies market, by branded and private label, 2014-18
                                                                                                                                                                                                                          • Figure 73: New product launches in the UK fruit juice, juice drinks and smoothies market, by company, 2014-18
                                                                                                                                                                                                                          • Figure 74: New product launches in the UK fruit juice, juice drinks and smoothies market, by claim, 2014-18
                                                                                                                                                                                                                          • Figure 75: Proportion of new launches in juice drinks containing less than 5g of sugar per 100ml and less than 2.5g of sugar per 100ml, 2014-18
                                                                                                                                                                                                                          • Figure 76: Attribute performance of fruit juices with vegetables in comparison to fruit juices without vegetables in the UK fruit juices market, April-November 2018
                                                                                                                                                                                                                          • Figure 77: Attribute performance of cold-pressed juices in comparison to juices not cold-pressed in the UK fruit juices market, April-November 2018

                                                                                                                                                                                                                      Fruit Juice, Juice Drinks and Smoothies - UK - December 2018

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