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Executive Summary
- What you need to know
- What Consumers Want & Why
- Market size & forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Environmental and pricing difficulties squeezing OJ
- RTDs presenting competition
- Graph 1: non-alcoholic beverage consumption, 2023-24
- Good manufacturing practices critical for consumer trust
- Market size and forecast
- Total juice and juice drinks category seeing tepid sales through 2029
- Retail sales and forecast of juice and juice drinks
- Market segmentation
- Even juice drinks somewhat stagnant
- Retail sales of juice and juice drinks, by segment
- Graph 2: total retail sales and forecast of juice and juice drinks, by segment, at current prices, 2019-29
- Retail sales of juice and juice drinks, by segment
- Market share/brand share
- Private label, “other” brands pick up share amid broader category stagnation
- Sales of juice and juice drinks by leading companies
- Varied performances among broader 100% juice segment decline
- Sales of 100% juice by leading companies
- Kid-friendly nostalgia wins in juice drink space
- Sales of juice drinks by leading companies
- Smoothies’ struggle continues
- Sales of smoothies by leading companies
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Consumer Insights
- Consumer fast facts
- Juice and juice drink consumption
- Simplicity carries 100% juice onward
- Graph 3: juice and juice drink consumption, 2024
- Parents interested in targeted juice/juice drink products
- Graph 4: juice and juice drink consumption, by parental status and gender, 2024
- Younger consumers’ attention diluted – and up for grabs
- Graph 5: juice and juice drink consumption, by generation, 2024
- Changes in juice and juice drink consumption
- For brands, maintaining routines just as important as increasing
- Who’s drinking more juice/juice drinks?
- Play into “better than” strengths
- Graph 6: reasons for drinking more juice/juice drinks, 2024
- Sensitivities to sugar, price may be sending consumers to other categories
- Graph 7: reasons for drinking less juice/juice drinks, 2024
- Juice and juice drink associations
- Health perceptions related to sugar, less-so production
- Graph 8: juice and juice drink associations, 2024
- Sugar, simplicity connotations command wellness perceptions
- Graph 9: juice and juice drink associations, 2024
- Juice and juice drink priorities
- Pricing transparency critical for longterm relationships
- Graph 10: juice and juice drink priorities, 2024
- Build trust with fathers through value incentives
- Graph 11: important juice and juice drink priorities, by parental status, and gender, 2024
- Balance routine and whim purchase with younger generations
- Graph 12: juice and juice drink priorities, by generation, 2024
- Premium juice and juice drink attributes
- Sweet aspirations
- Graph 13: premium juice and juice drink attributes, 2024
- Planet-forward messaging may resonate with fathers
- Graph 14: premium juice and juice drink features, by parental status and gender, 2024
- Beyond “what,” younger consumers care about “how”
- Graph 15: premium juice and juice drink features, by generation, 2024
- Attitudes toward juice and juice drinks
- Some sugar is an accepted evil, but consumers still want “better”
- Graph 16: attitudes toward juice and juice drinks, 2024
- Younger consumers clear on “fun” factor
- Graph 17: attitudes toward juice and juice drinks, by generation, 2024
- Parents can carry sustainability initiatives forward
- Graph 18: attitudes toward juice and juice drinks, by gender and parental status, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- Flavorful escapism
- Naturally sourced electrolytes blend juice and sports hydration
- Heritage-inspired products can be both nostalgic and novel
- Opportunities
- Hybrid options can reduce sugar without missing out on flavor
- Upcycled ingredients patch leaks in food system
- Present orange alternatives as exciting innovation
- Nostalgic classics don’t need much updating
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Sales and forecast of juice and juice drinks at inflation-adjusted prices
- Sales and forecast of 100% juice at inflation-adjusted prices
- Sales and forecast of juice drinks at inflation-adjusted prices
- Sales and forecast of smoothies at inflation-adjusted prices
US Juice Market Analysis
The juice drinks segment alone managed to post positive sales growth in 2023, though 100% juice still dominates engagement. Price remains in focus and casts some consumers to private labels, especially in the 100% juice space.
US Juice and Juice Drinks – Consumer Trends and Market Opportunities
Juice is still enjoyed in the US…
Juice is ultimately guided by enjoyment, with sugars and simplicity connotations controlling perceived wellness risk. 55% say juice/juice drinks are primarily for enjoyment, and juice with no added sugars (54%) and 100% juice (50%) are viewed as the healthiest options.
…But there is a growing interest in exciting flavours
Leaning into the “fun” opens the doors for brand innovation, with 33% interested in paying more for exciting flavor options. As supply chain difficulties related to growing patterns challenge prices and general availability, brands can explore new varieties, blends and even source global inspiration.
Purchase the full report for a complete overview of the US juice market, including exclusive consumer insights and comprehensive analysis from Mintel’s industry experts. Readers of this report may also be interested in Mintel’s Future of Juice and Juice Drinks Report.
This Report Looks At The Following Areas:
- External factors impacting the juice and juice drinks market
- Juice and juice drinks market size and forecast
- Company and brand activity
- Juice type consumption and changes in consumption
- Juice type associations
- Juice and juice drink selection priorities and premium interests
- Attitudes toward juice and juice drinks
Report Scope
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. Note: also included in juice drinks are 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/bottled
- Shelf-stable
- Refrigerated/frozen
Meet The Expert
This report is written by Mintel’s Food, Drink & Nutrition Analyst, Adriana Chychula. Adriana is a Registered Dietitian with a Masters in Nutrition and Dietetics from Benedictine University. She blends her interests in nutrition and consumer behavior to analyze topics within the food, drink & nutrition landscape through a research-informed lens.
The emotional value of juice as a sweet pick-me-up will be the strongest force carrying the category onward, despite supply chain challenges and sugar aches.
Adriana Chychula
Analyst – Food, Drink & Nutrition
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