2021
9
US Juice and Juice Drinks Market Report 2021
2021-07-14T04:06:44+01:00
OX1044799
3695
140227
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Report
en_GB
“Over the last decade, the juice/juice drink category has suffered from an ongoing identity crisis of sorts, as factors like sugar and artificial ingredient content came to overshadow the nutritional…

US Juice and Juice Drinks Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Juice and Juice Drinks market, including the behaviours, preferences and habits of the consumer.

In 2020 the juice and juice drinks market saw a reprieve from years of sinking sales, thanks to consumers’ lockdown stockpiling of food and beverages across categories, as well as specific category associations with vitamins and overall health. Nearly a full year into navigating new ways of life, consumers cite even more increased purchase of these products, indicating that pandemic-driven consumption shifts may lead to longer-term routines. The category is expected to slowly return to pre-pandemic levels of decline as fears of COVID-19 continue to ease, and sugar content may again overshadow vitamin content. Still, brands have opportunities to maintain some of this new momentum by expanding lines with features like added functional ingredients, exciting flavors and portion controlled sizes – all of which can assist in more frequent and diverse usage occasions for the category.

While fewer consumers are cutting back on juice in 2021, those that are cutting back are mainly motivated by avoiding sugar. The biggest current threat to the category is drinks that are inherently sugar free, such as tea and water, that are enhanced with functional benefits. However, 30% of category participants reported increased juice purchases in 2021 compared to 2020.

Three quarters of parents (including 82% of dads) who drink juice agree that added functional benefits to juice, including immunity and stress relief would encourage then to buy more for their children and themselves.

3 quarters of parents drink juice agree that added functional benefits (immunity, stress relief) would encourage them to buy more for their children and themselves. 82% among dads specifically.

Read on to discover more details or take a look at all of our US drinks market research.

Quickly understand

  • The ongoing impact of COVID-19 on juice and juice drinks
  • Changes in juice consumption
  • Competitive beverages, ideal juice features and a focus on preferred sweeteners
  • Attitudes about juice, health and functionality
  • Juice market research.
  • Juice industry market share.

Covered in this report

Brands: Coca-Cola (Simply Orange, Minute Maid), PepsiCo (Tropicana, Dole), Kraft Heinz, Ocean Spray, Dr Pepper, Campbell Soup Company, Harvest Hill Beverage Company, National Grape Cooperative Association, Citrus World Inc (Florida’s Natural)

Expert analysis from a specialist in the field

Written by Karen Formanski, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Over the last decade, the juice/juice drink category has suffered from an ongoing identity crisis of sorts, as factors like sugar and artificial ingredient content came to overshadow the nutritional value of these products. COVID-19 and subsequent lockdowns and limitations altered routines and led to a reprieve from steadily declining sales for the category, creating a narrow window of opportunity to remind consumers that juice is a tasty way to ensure vitamin needs are being met and to refresh category offerings and perception with options that meet contemporary functionality to encourage consumers to keep products in their routine moving forward.
Karen Formanski
Health and Nutrition Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2016-26
    • Impact of COVID-19 on juice and juice drinks
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on juice and juice drinks, 2021
    • Opportunities and challenges
    • Maintain renewed focus on functionality
      • Figure 3: Select opinions on juice and juice and juice drinks – Functional benefits, by gender and parental status, 2021
    • Mix in more juice occasions
      • Figure 4: Reasons for buying more juice and juice drinks, 2021
    • Find creative ways to combat high sugar content
      • Figure 5: Select opinions on juice and juice drinks – Portion control and hybrid products, by gender and parental status, 2021
  3. The Market – Key Takeaways

    • Sales surge will be challenging to maintain
    • Sugar content is still a point of contention
    • Struggling smoothies are in need of a makeover
  4. Market Size and Forecast

    • Juice category enjoys lingering window of opportunity
      • Figure 6: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2016-26
      • Figure 7: Total US sales and forecast of juice and juice drinks, at current prices, 2016-26
  5. Segment Performance

    • Smoothies struggle, juices rise
      • Figure 8: Total US retail sales and forecast of juice and juice drinks, by segment, at current prices, 2019 and 2021
  6. Market Factors

    • Juice category can’t hide from its sugar problem
    • Associations with sugar and obesity hinder long-term growth potential
      • Figure 9: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
    • Need to break free from heavy reliance on families
      • Figure 10: Percentage of households with children, 2008-18
  7. Companies and Brands – Key Takeaways

    • Brands of all sizes enjoy sales spike
    • Add on the functional incentives
    • Cleanse and detox claims may come back into the spotlight
  8. Market Share

    • Brands of all sizes see reprieve from years of sinking sales
    • Sales of juice and juice drinks by company
      • Figure 11: Multi-outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2020 and 2021
    • Even leaders lose ground with “other” brand struggles
    • Still and sparkling cider give apple juice a boost
    • Sales of 100% juice by company
      • Figure 12: Multi-outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Getting distance from sugar is getting attention
    • Sales of juice drinks by company
      • Figure 13: Multi-outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Sales of smoothies by company
      • Figure 14: Multi-outlet sales of smoothies, by leading companies and brands, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Riding the immunity wave
      • Figure 15: Functional juices – Immunity
    • Brands invest in energy, functionality for the long haul
      • Figure 16: Functional juices – Energy
    • Doubling down on parental loyalty with cleaner label
      • Figure 17: Healthier juice drinks for kids – Rethink Splash, Fruitly and Minute Maid Fruit & Veggie
    • Betting on anti-oxidants to remedy tasty sins
      • Figure 18: Functional juice drink examples – Minute Maid Plus, Bai Antioxidant
    • Brands target cleanses and detoxing to get consumers back on track
      • Figure 19: Cleanse and detox examples – Urban Remedy Suja Organic and Sol-ti
  10. Market Opportunities

    • Flavor + function = new occasions
      • Figure 20: Flavor preferences for ideal non-alcoholic beverage, by total and juice/juice drink drinkers
    • Consider a shift to local and sustainable offerings
      • Figure 21: Field + Farmer (100% juice and juice drinks – All varieties)
    • Smoothies need a makeover
      • Figure 22: Functional smoothies – Koia and Once Upon a Farm
  11. The Consumer – Key Takeaways

    • Juice brands can fight to maintain healthier image
    • Focus on functionality for sustained growth
    • Just add water?
    • Lighten up on the sweeteners
    • Amplify the benefits
    • Shine up the health halo
  12. The Juice and Juice Drinks Consumer

      • Figure 23: Beverage types consumed, 2021
    • Older adults avoid juice drinks
      • Figure 24: Juice and juice drink consumption, by age, 2021
    • Parents can shake up old habits
      • Figure 25: Juice and juice drink consumption, by gender and parental status, 2021
  13. Juice Types Purchased

    • Only a third of juice fans buy more than three types
      • Figure 26: Repertoire, juice types purchased, 2021
    • Build depth and frequency with inspiration and innovation
      • Figure 27: Juice types purchased, 2021
    • Parents seek convenient nutrition
      • Figure 28: Juice types purchased – Smoothies, juice cleanse kits and functional juice shots, by gender and parental status, 2021
  14. Shifts in Juice Purchase

      • Figure 29: Shifts in juice purchase, 2020 and 2021
    • Reinforce the pursuit of health with parents and non-parents to keep the momentum
      • Figure 30: Shifts in juice purchase compared to a year ago, by total, gender and parental status, 2021
  15. Reasons for Buying More Juice

    • Position juice as a tasty alternative to supplements
      • Figure 31: Reasons for buying more juice and juice drinks, 2021
    • Encourage, inspire consumers to keep mixing it up
      • Figure 32: Using juice and juice drinks as a mixer, by parental status, 2021
  16. Juice Reduction: Reasons and Swaps

      • Figure 33: Juice and juice drinks swaps, 2021
    • Juice drowning in competition from waters
      • Figure 34: Juice and juice drinks swaps, 2021
  17. Sweetener Preferences

    • Clean and simple sweeteners FTW
      • Figure 35: Sweetener preferences in juice and juice drinks, by parental status, 2021
  18. Desired Ingredient Profile

    • Give juice consumers more bang for their buck
      • Figure 36: Desired ingredient profile in juice and juice drinks, 2021
    • Stack on the benefits for the greatest reach
      • Figure 37: Desired ingredient profile in juice and juice drinks, 2021
    • Functional formulations can catch the attention of parents
      • Figure 38: Desired ingredient profile in juice and juice drinks, by gender and parental status, 2021
  19. Attitudes toward Juice and Juice Drinks

    • Focus on nutrition and functionality are key
      • Figure 39: Select opinions on juice and juice and juice drinks – Health perceptions of juice types, by gender and parental status, 2021
    • Functional benefits can boost sales, especially among parents
      • Figure 40: Select opinions on juice and juice and juice drinks – Functional benefits, by gender and parental status, 2021
    • Most juice consumers would like . . . a little less juice
      • Figure 41: Select opinions on juice and juice drinks – Portion control and hybrid products, by gender and parental status, 2021
    • Appeal to consumers with all-around sustainably
      • Figure 42: Select opinions on juice and juice drinks – Sustainability, by gender and parental status, 2021
  20. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  21. Appendix – The Market

      • Figure 43: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2016-26
      • Figure 44: Average household spending on juice and juice drinks, 2016-21
      • Figure 45: Total US retail sales and forecast of 100% juice, at current prices, 2016-21
      • Figure 46: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2016-21
      • Figure 47: Total US retail sales and forecast of juice drinks, at current prices, 2016-21
      • Figure 48: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2016-21
      • Figure 49: Total US retail sales and forecast of smoothies, at current prices, 2016-21
      • Figure 50: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2016-21
      • Figure 51: Total US retail sales of juice and juice drinks, by channel, at current prices, 2019 and 2021
  22. Appendix – The Consumer

      • Figure 52: TURF analysis – Desired ingredient profile, 2021
    • Methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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