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Description

Description

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

  • 100% juice: fruit and vegetable juices, mixes, and concentrates, with no other ingredients added; includes both 100% juice blends and 100% pure juice of a single kind
  • Juice drinks: juices, mixes (eg powdered drinks such as Kool Aid), and concentrates containing ingredients other than fruit and/ or vegetable juice, such as corn syrup or other sweeteners and flavorings. Please note that “juice drink” also includes products typically not associated with juices such as fruit punches, Bai Bubbles, and some kombuchas (if they include juice)
  • 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 in the Report include those sold in a number of formats such as:

  • aseptic (boxed), canned, or bottled
  • SS (shelf-stable), refrigerated, or frozen

"The juice market encountered another year of sales decline in 2018, as it continues to struggle with a sugary reputation that perpetuates a sometimes less than healthy reputation and stiff competition from other beverages. However, younger adults, parents, and Hispanics still show high engagement as well as strong interest in new flavors and functional claims in beverages, which create opportunity for expanding reach and consumption occasion."
- Mimi Bonnett, Director - Food and Drink, Foodservice

This Report looks at the following areas:

  • Juice market takes another sales blow
  • Sugar, calories, and weight drive down juice consumption
  • Juice garners mixed consumer perceptions; loses out on hydration
  • Generation Z and Millennials can re-energize the market
  • Get functional
  • Get clean

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Juice market takes another sales blow
            • Figure 1: Total US retail sales and forecast of juice, juice drinks, and smoothies, by segment, at current prices, 2013-23
          • Sugar, calories, and weight drive down juice consumption
            • Figure 2: Reasons for drinking less juice or juice drinks, January 2019
          • Juice garners mixed consumer perceptions; loses out on hydration
            • Figure 3: Qualities associated with different types of drinks, January 2019
          • The opportunities
            • Generation Z and Millennials can re-energize the market
              • Figure 4: Consumption frequency compared to a year ago, by generation, January 2019
            • Get functional
              • Figure 5: Beverage features and functionality interest, January 2019
            • Get clean
              • Figure 6: Factors considered important when purchasing, by generation, January 2019
            • What it means
            • The Market – What You Need to Know

              • Category struggles continue
                • Bottled water leads the competitive set
                  • Better-for-you hybrids will become the norm
                  • Market Size and Forecast

                    • Juice market falls to $19.2 billion and future decline forecast
                      • Figure 7: Total US sales and fan chart forecast of juice, juice drinks, and smoothies, at current prices, 2013-23
                      • Figure 8: Total US retail sales and forecast of juice, juice drinks, and smoothies, at current prices, 2013-23
                  • Market Breakdown

                    • Juice drinks comprise half of market share
                      • Figure 9: Share of total sales in juice and juice drinks market, by segment, 2018
                    • 100% juice and smoothies watering down performance
                      • Figure 10: Total US retail sales of juice and juice drinks, by segment, at current prices, 2016 and 2018
                  • Market Perspective

                    • Innovation in crowded market chipping away at juice
                      • Figure 11: Total US retail sales and forecast of non-alcoholic drinks, by category, at current prices, 2012-22
                    • Harnessing the power of water
                      • Plant-based performance and nutrition drinks chip away at smoothies
                      • Market Factors

                        • Sugar remains public enemy #1
                          • Figure 12: reasons for reduced juice and juice drink consumption
                        • High obesity rates drive consumer demand for lower-sugar, low-calorie drinks
                          • Figure 13: Trends in obesity prevalence among adults aged 20 and over (age adjusted), 1999-2000 through 2015-16
                        • FDA labeling and sugar taxes raise awareness and cost of sugary drinks
                          • Older Americans growing in population share and focus on health
                            • Foodservice operators both a catalyst and competition for RTD juice
                            • Key Players – What You Need to Know

                              • Leader boards’ weakening sales indicate shifting landscape
                                • Juice drinks go BFY, hybrid for small gains as 100% juice and smoothies struggle
                                  • On the horizon: tart tastes, super-food veggies, aloe vera, and maybe CBD
                                  • Company and Brand Sales of Juices

                                    • Major suppliers slipping
                                      • Figure 14: MULO sales of juice, juice drinks, and smoothies, by leading companies, rolling 52 weeks 2018 and 2019, weeks ending January 28, 2018 and January 27, 2019
                                  • What’s Working?

                                    • Flexibility, innovation nudge juice drinks to be so much more than juice
                                      • Classic lemonades and cool updates find success
                                        • “Blended” juice drinks with tea, carbonation, and coconut juice
                                          • Pomegranate juice remains wonderful in 100% juice segment
                                            • Private-label grows share, making gains in juice drinks and smoothies
                                              • Figure 15: MULO private label sales, by segment, 2017-18
                                            • Cold-pressed juice space getting competitive
                                              • Kombucha teas edge into mainstream, driven by Pepsi’s Kevita and private label
                                              • What’s Struggling?

                                                • 100% juice, orange juices, struggle to reverse the slide
                                                  • Smoothies marked by competition and high sugar content
                                                    • Shelf-stable juice drinks struggle to grow
                                                    • What’s Next?

                                                      • Tart cherry, berries, and melon in juices
                                                        • Beets and broccoli and kale, oh my
                                                          • Botanicals and tree waters are the new coconut water
                                                            • Adultification of juices could refresh the category
                                                              • Juice drinks function shifts gears to relaxation
                                                              • The Consumer – What You Need to Know

                                                                • Penetration is high overall
                                                                  • Juicers seek nutritious treat
                                                                    • Sugar concerns trigger reduction
                                                                      • Brand falls short of flavor, price in purchase factors
                                                                        • High interest in tart flavors and natural sweeteners
                                                                          • Functionality can create or extend consumption drivers, occasions
                                                                          • Juice Purchase

                                                                            • Nearly nine in 10 have purchased juice in past three months
                                                                              • Figure 16: Beverage purchases, January 2019
                                                                            • Gen Z and Millennials comprise key consumer groups
                                                                              • Figure 17: Any juice or juice drinks purchased in past three months, by generation, January 2019
                                                                            • Younger consumers drive juice drink sales
                                                                              • Figure 18: Juices and juice purchased, top five beverages purchased, by generation, January 2019
                                                                            • Families drive sales in the juice market
                                                                              • Figure 19: Any juice or juice drinks purchased in past three months (net), by parental status, January 2019
                                                                              • Figure 20: Juice and juice drink purchases, by parental status, January 2019
                                                                            • Juice drinks, punch fit the bill for parents of kids under 11
                                                                              • Figure 21: Beverage purchases, by age of child (discrete choices), January 2019
                                                                          • Increased Consumption of Juice and Juiced Drinks

                                                                            • About a fifth report consuming more juice than a year ago
                                                                              • Figure 22: Consumption frequency compared to a year ago, January 2019
                                                                            • Young adults, Gen Zs, drinking more juice
                                                                              • Figure 23: Consumption frequency compared to a year ago, by generation, January 2019
                                                                            • Parents and Hispanics more likely to drinking more
                                                                              • Figure 24: Consumption frequency compared to a year ago, by parental status and Hispanic origin, January 2019
                                                                          • Reasons for Consumption Changes

                                                                            • Healthy indulgence is a hallmark for category innovation
                                                                              • Figure 25: Reasons for no change or increased consumption of juice, January 2018
                                                                            • Men cite a wider range of motives for juice consumption
                                                                              • Figure 26: Reasons for no change or increased consumption of juice, by gender, January 2018
                                                                            • Gen Zs drink more in quest for new flavors, formats, and occasions
                                                                              • Figure 27: Reasons for no change or increased consumption of juice, by generation, January 2018
                                                                            • Parents eager for more flavors
                                                                              • Figure 28: Reasons for no change or increased consumption of juice, by parental status, January 2018
                                                                          • Reasons for Reduced Juice Consumption

                                                                            • Sugary reputation drives down juice consumption
                                                                              • Figure 29: Reasons for drinking less juice or juice drinks, January 2019
                                                                            • Women are especially concerned with juice’s sugar and calories
                                                                              • …and men are more price sensitive
                                                                                • Figure 30: Reasons related to taste, diet, and sugar, for drinking less juice or juice drinks, by gender, January 2019
                                                                              • Aging enhances sugar concerns
                                                                                • Figure 31: Reasons for drinking less juice or juice drinks, by generation, January 2019
                                                                            • Motivating Factors When Selecting Juice/Juice Drinks

                                                                              • Clean, low-sugar formulations fall short of flavor and price
                                                                                • Figure 32: Factors considered important when purchasing juice and juice drinks, January 2019
                                                                              • Flavor and sugar top the wish list
                                                                                • Figure 33: TURF analysis – Important juice factors, January 2019
                                                                              • “Free from” identity key to reaching women
                                                                                • Figure 34: Factors considered important when purchasing, by gender, January 2019
                                                                              • Older consumers seek mix of hard claims, while flavor is first for Gen Z
                                                                                • Figure 35: Factors considered important when purchasing, by generation, January 2019
                                                                              • Hispanic consumers seek organic, cold-pressed juices
                                                                                • Figure 36: Factors considered important when purchasing, by Hispanic origin, January 2019
                                                                            • Beverage Quality Associations

                                                                              • 100% juice and smoothies widely seen as tasty, nutritious, and natural
                                                                                • Juice drinks are tasty but also high-sugar and less natural
                                                                                  • Water serves as a model for all drinks
                                                                                    • Figure 37: Correspondence analysis – Symmetrical map – Competitive context, January 2019
                                                                                • Flavor and Ingredient Interest

                                                                                  • Citrus and berry flavors plus natural sweeteners
                                                                                    • Figure 38: Beverage flavor and ingredient interest, January 2019
                                                                                  • Gen Z eager for more flavors and natural sweeteners
                                                                                    • Figure 39: Beverage flavor and ingredient interest, by generation, January 2019
                                                                                  • Millennial consumers eager for more varied, subtle, and sophisticated flavor notes
                                                                                    • Figure 40: Beverage flavor and ingredient interest, by generation, January 2019
                                                                                  • Younger consumers eager for juices with superfoods and CBD
                                                                                    • Figure 41: Beverage flavor and ingredient interest, by generation, January 2019
                                                                                  • Drinks with superfoods and natural sweeteners appeal to parents
                                                                                    • Figure 42: Beverage flavor and ingredient interest, by parental status, January 2019
                                                                                • Features and Functionality Interest

                                                                                  • Opportunity is strong for juices offering functional benefits
                                                                                    • Figure 43: Beverage features and functionality interest, January 2019
                                                                                  • Men eager for juices to boost energy, women to enhance beauty
                                                                                    • Figure 44: Beverage features and functionality interest, by gender, January 2019
                                                                                  • Gen Z looks to juices for energy and relaxation
                                                                                    • Figure 45: Beverage features and functionality interest, by generation, January 2019
                                                                                  • Millennials seek digestion and immunity
                                                                                    • Figure 46: Beverage features and functionality related to beauty and digestion, by generation, January 2019
                                                                                  • Parents are eager for multifunctional juices
                                                                                    • Figure 47: Beverage features and functionality interest, by parental status, January 2019
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Fan chart forecast
                                                                                        • Consumer survey data
                                                                                          • Mintel Market Sizes
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                                • Methodology – Correspondence analysis
                                                                                                  • Methodology – TURF Analysis
                                                                                                  • Appendix – The Market

                                                                                                      • Figure 48: Total US retail sales and forecast of juice, juice drinks and smoothies, at inflation-adjusted prices, 2013-23
                                                                                                      • Figure 49: Total US retail sales of juice and juice drinks, by segment, at current prices, 2016 and 2018
                                                                                                      • Figure 50: Total US retail sales of 100% juice, at inflation-adjusted prices, 2013-18
                                                                                                      • Figure 51: Total US retail sales of juice drinks, at inflation-adjusted prices, 2013-18
                                                                                                      • Figure 52: Total US retail sales of smoothies, at inflation-adjusted prices, 2013-18
                                                                                                      • Figure 53: MULO sales of 100% juice, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                                      • Figure 54: MULO sales of juice drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                                      • Figure 55: MULO sales of smoothies, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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