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Key points included

  • Variants with fibre spark widespread interest
  • Untapped potential to position the drinks as alternatives to alcohol
  • Ethical ingredients sway nearly three quarters of buyers

Covered in this report

Estimated at £4.6 billion in 2019, total sales of fruit juice, juice drinks and smoothies fell by 1.4% over 2014-19, while volumes declined by 10.5%. Fruit juice and juice drinks have come under pressure from the scrutiny of sugar in people’s diets and of singleuse packaging waste. Meanwhile, the smoothie segment bucked this downward trend, posting strong value and volume growth over the period.


While reformulation has helped to bring down the sugar content in juice drinks, the use of sweeteners divides opinion. The same is true of the intrinsic sugar in fruit juice, however, encouraging volume growth will nonetheless pose a real challenge as health advice to limit daily intake to 150ml continues to be promoted.

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Expert analysis from a specialist in the field

Written by Kiti Soininen, 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.

The spotlight on sugar has put pressure on the category for several years now, but emerging health trends offer opportunities for these products to promote their health credentials. Growing focus on the importance of fibre points to NPD potential in fruit juices and smoothies, while the trend for reducing alcohol consumption suggests untapped potential for these drinks to position themselves as suitable alternatives with nutritional benefits Kiti Soininen
Head of UK Food, Drink and Foodservice Research

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Downward trend to continue for volume sales
              • Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2014-24
            • Fruit juice and juice drinks’ sales decline continues
              • Studies question the healthiness of fruit juice and sweeteners
                • Modest growth in under-25s will offer limited support for the market
                  • Companies and Brands
                    • Majority of fruit juice brands see falling value and volume sales
                      • Figure 2: UK retail sales of leading brands in the fruit juice market, by value, 2017/18 and 2018/19
                    • Own-label gains share in juice drinks
                      • Figure 3: UK retail sales of leading brands in the juice drinks market, by value, 2017/18 and 2018/19
                    • Innocent retains top position in smoothies
                      • Tropicana and Innocent focus on health in NPD
                        • New launches explore CBD and seasonal flavours
                          • Advertising spend looks to be on track for lowest in three years
                            • The Consumer
                              • Popularity of fruit juice endures despite sugar warnings
                                • Figure 4: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2019
                              • Freshly made juices/smoothies show growing popularity
                                • Fruit juice, juice drinks and smoothies are sought for 5-a-day and vitamins
                                  • Figure 5: Reasons for drinking fruit juices, juice drinks or smoothies, August 2019
                                • Flavour and sugar are the key purchase factors for the category
                                  • Figure 6: Important purchasing factors for fruit juices, juice drinks and smoothies, August 2019
                                • Fruit-like nutritional content and high fibre appeal widely
                                  • Figure 7: Interest in trying fruit juice, juice drinks or smoothies, August 2019
                                • Ethical ingredients sway nearly three quarters of buyers
                                  • Figure 8: Behaviours related to fruit juice, juice drinks or smoothies, August 2019
                                • Opportunity for smoothies to be positioned as meal replacements
                                  • Figure 9: Attitudes towards fruit juices, juice drinks or smoothies, August 2019
                                • What we think
                                • Issues and Insights

                                  • Variants with fibre spark widespread interest
                                    • The facts
                                      • The implications
                                        • Untapped potential to position the drinks as alternatives to alcohol
                                          • The facts
                                            • The implications
                                              • Ethical ingredients sway nearly three quarters of buyers
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Downward trend to continue for volume sales
                                                      • Value sales forecast to see modest growth
                                                        • Fruit juice and juice drinks’ sales decline continues
                                                          • Studies question the healthiness of fruit juice and sweeteners
                                                            • Modest growth in under-25s will offer limited support for the market
                                                            • Market Size and Forecast

                                                              • Downward trend to continue for volume sales
                                                                • Figure 10: UK value and volume sales of fruit juice, juice drinks and smoothies, 2014-24
                                                              • Value sales forecast to see modest growth
                                                                • Figure 11: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2014-24
                                                                • Figure 12: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2014-24
                                                              • Forecast methodology
                                                              • Market Segmentation

                                                                • Fruit juice’s sales decline continues
                                                                  • Figure 13: UK sales of fruit juice, juice drinks and smoothies, by segment, 2014-19
                                                                • Juice drinks feel the effect of the SDIL
                                                                  • Smoothies buck the downward trend in sales
                                                                  • Market Drivers

                                                                    • Media stories continue to question healthiness of fruit juice
                                                                      • Large glass of fruit juice a day linked to slightly increased risk of premature death
                                                                        • Poor diets identified as major cause for shortening lifespan
                                                                          • 2015-18 sees a 29% fall in soft drinks’ sugar content
                                                                            • Figure 14: Average sugar content of juice drinks* launches in the UK market, 2015-19
                                                                          • Artificial sweeteners continue to attract concern
                                                                            • Alcohol reduction trend opens up opportunities for the market
                                                                              • Modest growth in under-25s will offer limited support for the market
                                                                                • Figure 15: Trends in UK population, by age, 2014-19 and 2019-24
                                                                              • Brexit uncertainty already taking its toll on the market
                                                                              • Companies and Brands – What You Need to Know

                                                                                • Majority of fruit juice brands see falling value and volume sales
                                                                                  • Own-label gains share in juice drinks
                                                                                    • Strong value and volume growth for smoothies
                                                                                      • Tropicana and Innocent focus on health in NPD
                                                                                        • New launches explore CBD and seasonal flavours
                                                                                          • Advertising spend looks to be on track for lowest in three years
                                                                                          • Market Share

                                                                                            • Majority of fruit juice brands see falling value and volume sales
                                                                                              • Figure 16: UK retail sales of leading brands in the fruit juice market, by value and volume, 2017/18 and 2018/19
                                                                                            • Own-label gains share in juice drinks
                                                                                              • Figure 17: UK retail sales of leading brands in the juice drinks market, by value and volume, 2017/18 and 2018/19
                                                                                            • Strong value and volume growth for smoothies
                                                                                              • Innocent retains lead, with strong growth for Naked
                                                                                                • Savsé comes under new ownership
                                                                                                  • Figure 18: UK retail sales of leading brands in the smoothies market, by value and volume, 2017/18 and 2018/19
                                                                                              • Launch Activity and Innovation

                                                                                                • Downward trend continues in fruit juice, juice drinks and smoothies’ share of launch activity
                                                                                                  • Figure 19: New product launches in the UK non-alcoholic drinks market, by category, 2015-19
                                                                                                • Tropicana is the most active company in 2019
                                                                                                  • Figure 20: New product launches in the UK fruit juice, juice drinks and smoothies market, by top companies, 2015-19
                                                                                                • Tropicana adds high-fibre Whole Fruit juice drinks
                                                                                                  • Figure 21: Examples of Tropicana’s Whole Fruit variants, 2019
                                                                                                • New flavours added to Tropicana ranges
                                                                                                  • Figure 22: Examples of Tropicana’s rebranded Essentials range of fruit juices, 2019
                                                                                                • Innocent differentiates new Plus range of juices with blue variant
                                                                                                  • Figure 23: Innocent Plus range of juices, 2019
                                                                                                • Savsé’s new packaging design aimed to boost standout on shelves
                                                                                                  • Figure 24: Example of Savsé’s rebranded fruit juices, 2019
                                                                                                • L/N/R sugar launches slow down; high/added-fibre claims gain traction
                                                                                                  • Figure 25: Average sugar content of new product launches in the UK fruit juice, juice drinks and smoothies market, 2015-19
                                                                                                • Fibre claims are niche but growing
                                                                                                  • Figure 26: New product launches in the UK fruit juice, juice drinks and smoothies market carrying L/N/R sugar or high/added-fibre claims, 2015-19
                                                                                                • Capri-Sun launches cherry flavour to entice adults, Fruit Shoot and J2O go seasonal
                                                                                                  • Fruit Shoot introduces its first-ever limited edition Christmas flavour
                                                                                                    • Potato-based smoothie enters the UK market as a snack
                                                                                                      • Figure 27: Examples of My Foodie’s Smoothie variants, 2019
                                                                                                    • Vita Coco taps into CBD buzz with new range
                                                                                                      • BumbleZest’s ‘booster’ formats imply potent functionality
                                                                                                        • Figure 28: Examples of BumbleZest ‘booster’ drinks range, 2019
                                                                                                      • Smoothie delivery services hope to tap online growth
                                                                                                      • Advertising and Marketing Activity

                                                                                                        • Advertising spend looks to be on track for lowest in three years
                                                                                                          • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, 2015-19
                                                                                                        • Coca-Cola retakes position as biggest spender on advertising
                                                                                                          • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by advertiser, 2015-19
                                                                                                        • Innocent pushes its new blue drink with ad and pop-up
                                                                                                          • Duncan James from Blue promotes drink in humorous advert
                                                                                                            • Innocent opens ‘Definitely Blue Café’ to prove colour of new product
                                                                                                              • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on fruit juice, juice drinks and smoothies, by 10 highest-spending brands, 2015-19
                                                                                                            • J2O focuses on Mojo
                                                                                                              • Tropicana shows consumers a new way to “eat fruit”
                                                                                                                • Capri-Sun highlights absence of artificials with new TV advert
                                                                                                                  • Oasis promises no more ads
                                                                                                                    • Vimto celebrates individuality with Instagram features
                                                                                                                      • Rubicon extends cricket sponsorship to social media show
                                                                                                                        • Ribena focuses on Frusion water
                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                          • Brand Research

                                                                                                                              • Brand map
                                                                                                                                • Figure 32: Attitudes towards and usage of selected brands, November 2019
                                                                                                                              • Key brand metrics
                                                                                                                                • Figure 33: Key metrics for selected brands, November 2019
                                                                                                                              • Brand attitudes: Innocent leads on innovative image
                                                                                                                                • Figure 34: Attitudes, by brand, November 2019
                                                                                                                              • Brand personality: All the brands have strong connotations with fun
                                                                                                                                • Figure 35: Brand personality – macro image, November 2019
                                                                                                                              • Ribena has a strong traditional image
                                                                                                                                • Figure 36: Brand personality – micro image, November 2019
                                                                                                                              • Brand analysis
                                                                                                                                • Innocent is seen as the most innovative brand with the highest levels of recommendation
                                                                                                                                  • Figure 37: User profile of Innocent, November 2019
                                                                                                                                • Tropicana leads on refreshing perceptions
                                                                                                                                  • Figure 38: User profile of Tropicana, November 2019
                                                                                                                                • Ribena enjoys high levels of trust and a traditional image
                                                                                                                                  • Figure 39: User profile of Ribena, November 2019
                                                                                                                                • Capri-Sun’s standout features are being seen as fun and accessible
                                                                                                                                  • Figure 40: User profile of Capri-Sun, November 2019
                                                                                                                                • Vimto drunk the most frequently despite lowest levels of awareness
                                                                                                                                  • Figure 41: User profile of Vimto, November 2019
                                                                                                                                • Robinsons Fruit Shoot stands out as a fun brand among parents
                                                                                                                                  • Figure 42: User profile of Robinsons Fruit Shoot, November 2019
                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                • Popularity of fruit juice endures despite sugar warnings
                                                                                                                                  • Young adults and families are core users
                                                                                                                                    • Freshly made juices/smoothies show growing popularity
                                                                                                                                      • Fruit juice, juice drinks and smoothies are sought for 5-a-day and vitamins
                                                                                                                                        • Flavour and sugar are the key purchase factors for the category
                                                                                                                                          • Fruit-like nutritional content and high fibre appeal widely
                                                                                                                                            • Ethical ingredients sway nearly three quarters of buyers
                                                                                                                                              • Opportunity for smoothies to be positioned as meal replacements
                                                                                                                                              • Usage of Fruit Juice, Juice Drinks, Smoothies and Coconut Water

                                                                                                                                                • Popularity of fruit juice endures despite sugar warnings
                                                                                                                                                  • Figure 43: Usage of fruit juice, juice drinks and smoothies, August 2019
                                                                                                                                                • Fruit juice remains the most frequently drunk type
                                                                                                                                                  • Figure 44: Frequency of drinking fruit juice, juice drinks, smoothies and coconut water, August 2019
                                                                                                                                                • Usage of juice drinks is higher among families
                                                                                                                                                  • Smoothies are a rare treat
                                                                                                                                                  • Usage of Freshly Made Fruit Juice/Smoothies

                                                                                                                                                    • Freshly making own juices/smoothies shows growing popularity
                                                                                                                                                      • Figure 45: Drinking of freshly made fruit juices/smoothies, August 2019
                                                                                                                                                    • Increase in out-of-home drinking of freshly made juices/smoothies
                                                                                                                                                      • Figure 46: Drinking of fruit juices/smoothies freshly made in front of you, August 2019
                                                                                                                                                  • Reasons for Drinking Fruit Juice, Juice Drinks and Smoothies

                                                                                                                                                    • A good way to get fruit or vegetables into the diet say two in five
                                                                                                                                                      • Figure 47: Reasons for drinking fruit juices, juice drinks or smoothies, August 2019
                                                                                                                                                    • Getting vitamins is an important reason for 35-54 year olds
                                                                                                                                                      • Scope to expand appeal as alcohol alternatives
                                                                                                                                                        • Figure 48: Examples of fruit juice, juice drinks and smoothies positioned as alcohol alternatives, 2019
                                                                                                                                                    • Important Purchasing Factors for Fruit Juices, Juice Drinks and Smoothies

                                                                                                                                                      • Flavour is the key purchase factor for the category
                                                                                                                                                        • Figure 49: Important purchasing factors for fruit juices, juice drinks and smoothies, August 2019
                                                                                                                                                      • No added sugar enjoys a strong lead over low sugar
                                                                                                                                                        • Figure 50: No-added-sugar message on Tropicana orange juice, September 2019
                                                                                                                                                      • No artificials matter to three in 10 juice drink buyers
                                                                                                                                                        • Functional claims are a key factor for one in five in smoothies
                                                                                                                                                        • Interest in Fruit Juice, Juice Drink and Smoothie Concepts

                                                                                                                                                          • Nearly two thirds of people are open to new concepts
                                                                                                                                                            • Figure 51: Interest in trying fruit juice, juice drinks or smoothies, August 2019
                                                                                                                                                          • Fruit-like nutritional content garners most interest
                                                                                                                                                            • High fibre interests over a quarter of consumers
                                                                                                                                                              • Figure 52: Fruit juice, juice drinks and smoothies – CHAID – Tree output, October 2019
                                                                                                                                                            • Methodology
                                                                                                                                                              • Opportunity to tap into the gut health trend
                                                                                                                                                                • Inspiration from yogurt drinks
                                                                                                                                                                  • Figure 53: Examples of variants from Actimel’s Fruit & Veg Culture Shot range, August 2019
                                                                                                                                                              • Behaviours Related to Fruit Juices, Juice Drinks and Smoothies

                                                                                                                                                                • Ethical ingredients sway nearly three quarters of buyers
                                                                                                                                                                  • Figure 54: Behaviours related to fruit juice, juice drinks or smoothies, August 2019
                                                                                                                                                                • Explaining ethical credentials is needed to convince consumers
                                                                                                                                                                  • Figure 55: Examples of tangible on-pack ethical descriptions, 2018-19
                                                                                                                                                                • Under-35s would be most interested in trying a juice cleanse/detox
                                                                                                                                                                  • Figure 56: Press Daily Celery Raw Cold-Pressed Juice, June 2019
                                                                                                                                                                • ‘Spoonable’ smoothies appeal widely
                                                                                                                                                                • Attitudes towards Fruit Juices, Juice Drinks and Smoothies

                                                                                                                                                                  • Opportunity for smoothies to be positioned as meal replacements
                                                                                                                                                                    • Figure 57: Attitudes towards fruit juices, juice drinks or smoothies, August 2019
                                                                                                                                                                  • A third of category users trust vegetables to boost the healthiness of fruit drinks
                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                      • Abbreviations
                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                          • Forecast methodology
                                                                                                                                                                              • Figure 58: Best- and worst-case forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2019-24
                                                                                                                                                                              • Figure 59: Best- and worst-case forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2019-24
                                                                                                                                                                          • Appendix – Market Share

                                                                                                                                                                              • Figure 60: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                              • Figure 61: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                              • Figure 62: UK retail sales of leading manufacturers in the smoothie market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                          • Appendix – Launch Activity and Innovation

                                                                                                                                                                              • Figure 63: New product launches in the UK fruit juice, juice drinks and smoothies market, by branded and own-label, 2015-19
                                                                                                                                                                              • Figure 64: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 claims, 2015-19
                                                                                                                                                                              • Figure 65: New product launches in the UK fruit juice, juice drinks and smoothies market, by packaging material, 2015-19
                                                                                                                                                                              • Figure 66: New product launches in the UK fruit juice, juice drinks and smoothies market targeted at 5-12 year-olds, 2015-19
                                                                                                                                                                              • Figure 67: New product launches in the UK fruit juice, juice drinks and smoothies market, by top 10 flavour subgroups, 2015-19
                                                                                                                                                                          • Appendix – The Consumer

                                                                                                                                                                              • Figure 68: Purchasing of fruit juice, juice drinks, smoothies and coconut water, August 2019
                                                                                                                                                                              • Figure 69: Fruit juice, juice drinks and smoothies – CHAID – Table output, October 2019
                                                                                                                                                                              • Figure 70: Fruit juice, juice drinks and smoothies – CHAID – Table output, October 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.

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                                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

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