Fruit Juice, Juice Drinks and Smoothies - UK - November 2013
“A focus around energy provision should create standout in the market. Such propositions remain rare, however, this is an area the under-35s show above-average interest in.”
– Heidi Lanschützer, Food & Drink Analyst
Some questions answered in this report include:
- How can the industry address concerns about the drinks’ sugar levels?
- What opportunities are there for brands to build standout among the core under-35s users?
- What measures can be taken to boost fruit juice sales in the on-premise channel?
- Is there more scope to promote fortification in the market?
Overall, fruit juice, juice drinks and smoothies enjoy great popularity among Brits, with penetration standing at 83%, and a high proportion of consumers drink them at least once a week. Given the maturity of the market, product innovation is rife, making this a dynamic and highly competitive market.
Continuing investment in NPD (New Product Development) and ongoing above-the-line advertising support from major players, such as PepsiCo and Innocent, will play a key role in keeping the category front of mind among consumers going forward, and maintaining their engagement with the market.
This report examines the market for fruit juice, juice drinks and smoothies in the UK through both on- and off-trade outlets.
Fruit juice and juice drinks can be described as:
Fruit juice: These must legally be made of 100% pure fruit juice. This may or may not include pulp and is often pasteurised to make it last longer. A typical example is Tropicana Pure Fruit Juice.
Juice drinks: These are drinks that contain less than 100% fruit juice and have added ingredients, mainly water but these can also include sweeteners, flavourings, colourings and/or vitamins. A juice drink must contain a minimum of 2% comminuted fruit, although most have a much greater proportion. This sector includes ready-to-drink (RTD) versions of concentrated squashes, eg Ribena.
Fruit juices can be further segmented into three different product types:
Fruit juice contains nothing but fruit juice at the same strength and consistency as when the fruit was squeezed. Most fruit juices are imported in frozen concentrate, but the sector also includes freshly squeezed products and not-from-concentrate (NFC) juices.
Juices that are made from-concentrate are 100% pure juice but are reconstituted to their original strength after transportation. This involves concentrating the juice through evaporation and then pasteurising it, before subsequently diluting it again with water. The juices produced in this way can be long-life (ambient) or chilled, depending on the intensity of the pasteurisation process.
Freshly squeezed juices are 100% pure squeezed fruit juices that are sold pasteurised or unpasteurised. They contain no added water, sugar, colour or preservatives and are merely chilled after squeezing.
There are also some juices which contain a combination of fruit juices and vegetable juices and these are included in Mintel’s definition of fruit juices, provided they consist of 50% or more fruit juice.
There is currently no legal definition of what constitutes a smoothie and manufacturers’ opinions regarding this question are divided.
For the purposes of this report, Mintel has defined a smoothie as a drink that is made with pure crushed fruit, but which may also include a small amount of fruit juice or purée, yogurt, milk or soymilk and is smooth in texture.
The report will also make reference to smoothie/juice bars, however, the focus is on the pre-packed smoothie market and sales of unpacked smoothies are not included in the market size.
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