Juice and Juice Drinks - Canada - November 2014
“Consumers decide what foods constitute a snack. Foods that can satisfy across more day parts should benefit from a growing propensity for snacking. Juice as a liquid snack can be leveraged within this growing meal occasion. Its liquid form makes it an easy to consume, easy to carry way of getting vital nutrients or other specific functional benefits.”
– Jason Praw, Head of Canadian Research
This report looks at the following areas:
- Using juice to deliver nutrients that are relevant to Boomers
- Focus on value and benefits relevant to Millennials
- Invest in innovation that targets the expanding juice enthusiast base
- Proving the health benefits of juice will make them more palatable for parents
The juice category is mature in Canada with 87% of Canadians drinking juice. Juice consumption has been in decline for the last five years with volume decreasing from the year before.
While the category benefits from a health halo, the perception of high price, high calories and sugar and the proliferation of more healthful beverages have impacted consumption. The expectation is that the decline in consumption will continue for the next five years, as the population ages, more beverage options enter the market and rising ingredient costs keep price levels higher. Despite these challenges, the category is well positioned to benefit from some emerging trends.
Half of Canadians believe that juice is a way to get their daily fruits and vegetables, therefore they can be engaged on this basis by enhancing juice offerings with needed nutrition that fruits and vegetables may not offer. The projected growth of kids aged 5-14 in the next five years is also opportunistic as kids are more likely to be prolific juice drinkers. Juice is well positioned to target parents with better products for kids, including ‘just for kids’ juice and juice blend offerings that address parents’ concerns about sugar intake while providing kids with needed nutrients and fun.
This report examines the market for consumption of fruit juice, smoothies and juice drinks and nectars in Canada.
Juice includes the following types:
- Chilled juice in cartons or bottles found in the refrigerated section
- Non-refrigerated types found in the grocery aisle
- Frozen fruit juice or drinks such as concentrated cans found in the freezer section
- Portable juices such as juice boxes and single serve bottles
- Vegetable juices
- Powdered juice drinks
- Fruit smoothies and smoothies in chilled cartons/bottles or in portable bottles
- Juice mixers
- Squash cordials
It should be noted that chilled juice may include both fruit juice and juice drinks. Fruit juice is made with 100% pure fruit juice, while juice drinks contain less than 100% juice and have added ingredients, such as water, sweeteners, flavourings, etc. Value figures throughout this report are at retail selling prices. Market sizes at constant 2014 prices are devised using Mintel’s drinks deflator which has been tailored to the Canadian market. Market size data relates to value and volume sales via the retail channel only, with non-retail sales referred to within analysis where applicable.
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