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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