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US Juice and Juice Drinks: Incl Impact of COVID-19 market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Juice and Juice Drinks: Incl Impact of COVID-19 - US market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

For years, juice sales have been hindered by the category’s inability to align products’ functional claims with rapidly changing diet and nutrition trends, as well as its established perception as a kids’ breakfast drink. That said, the $18.9 billion market is expected to see modest growth for the first time in more than a decade thanks to a spike in demand caused by the COVID-19 outbreak. Consumers are actively seeking vitamin-rich food and drink options with a long shelf life to ride out the pandemic and recession. While sales are currently expected to continue on their pre-pandemic downward trajectory starting in 2023, juice has been given a second chance to appeal to health-conscious shoppers. If brands play their cards right, growth could continue beyond the current outbreak.

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Expert analysis from a specialist in the field

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

Juice has been going through an identity crisis of sorts, which has put the category in a tough spot. Products tend to toe the line between healthy and indulgent without committing to either position, leaving consumers confused and disengaged. While it’s been relegated to very specific consumption occasions as a result, the COVID-19 outbreak has granted brands a chance to break free from the category’s downward trajectory. Thanks to the pandemic and subsequent recession, consumers’ needs have actually aligned with the benefits that juice has been offering all along: comfortable, cost-effective, vitamins. More than that, it’s created a brief window of opportunity for the category to reset, retarget, and recover in the longer term Madelyn Franz
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Total US retail sales and forecast of juice and juice drinks, by segment, at current prices, 2015-25
            • Impact of COVID-19 on juice and juice drinks
              • Figure 2: Short-, medium- and longer-term impact of COVID-19 on juice and juice drinks, June 2020
            • Top takeaways
              • Key trends
                • COVID-19 brings sparks demand for vitamin C
                  • On-the-go smoothies go down
                    • Flavor and fun divide juice buyers
                      • Figure 3: Juice and juice drink consumers, April 2020
                    • Juice drinks keep the market afloat
                      • Figure 4: Juice and juice drink purchases, April 2018 and 2020
                    • Confusing consumption occasions calls for niche benefits
                      • Figure 5: Purchase motivators, April 2020
                    • What it means
                    • Impact of COVID-19 on Juice and Juice Drinks

                      • What you need to know
                        • Figure 6: Short-, medium- and longer-term impact of COVID-19 on juice and juice drinks, June 2020
                      • Opportunities and threats
                        • Wellness starts with a strong immune system, but it won’t stop there
                          • Traveling through taste
                            • Figure 7: Internationally inspired juices
                          • Bring back morning “me” time
                            • Making juice the secret ingredient
                              • Figure 8: Bolthouse Farms’ vanilla chai French toast
                            • Impact of COVID-19 on the juice market
                              • COVID-19 demand spike drives first signs of growth
                                • Figure 9: Total US sales and forecast of juice and juice drinks, at current prices, 2015-25
                              • Juice just got pricey
                                • Shopping from home
                                  • An inconvenient truth for convenience stores
                                    • Figure 10: Share of retail sales of juice and juice drinks, by channel, at current prices, 2015-20
                                  • How the COVID-19 crisis will affect the juice industry’s key consumer segments
                                    • Aging consumers are more recession-proof, but more at-risk
                                      • Making the juice worth the squeeze for lower-income consumers
                                        • Pleasing parents and kids
                                          • Figure 11: Juicy Juice looks to appeal to the whole family
                                        • How a COVID-19 recession will reshape the juice industry
                                          • Private label drives value appeal
                                            • Figure 12: Multi-outlet sales of juice and juice drinks, by retail channel, at current prices, 2019-20
                                          • Legacy brands look to evolve along with consumers
                                            • Figure 13: Juice brands focus on sustainable initiatives
                                          • COVID-19: US context
                                          • The Market – What You Need to Know

                                            • Declining juice sales see relief from COVID-19
                                              • Sugar waters down the category
                                                • What about these blurred lines?
                                                • Market Size and Forecast

                                                  • Turning lemons into lemonade
                                                    • Figure 14: Total US sales and forecast of juice and juice drinks, at current prices, 2015-25
                                                • Market Breakdown

                                                  • High sugar has prompted low interest
                                                    • Figure 15: Total US retail sales of juice and juice drinks, by segment, at current prices, 2020 (est)
                                                    • Figure 16: Total US retail sales of juice and juice drinks, by segment share, at current prices, 2015-25
                                                  • RTD with nowhere to be
                                                    • Figure 17: Kellogg’s announces Joyböl in March 2020
                                                • Market Perspective

                                                  • Viva la vodka cran
                                                    • Figure 18: Multi-outlet sales of cocktail mixes, at current prices, 2015-20
                                                    • Figure 19: Calamansi premium juice as a mixer
                                                  • Muddled lines between BFY beverages
                                                    • Figure 20: Blurred functional juices
                                                  • Functionality in foodservice
                                                    • Impacted ingredients
                                                      • Favorable formats
                                                      • Market Factors

                                                        • Not so sweet on sugar
                                                          • Figure 21: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
                                                        • Sugar isn’t the only sweetener
                                                            • Figure 22: Juice drink labels
                                                          • Modern families stress traditional categories
                                                            • Figure 23: Percentage of households with children, 2008-18
                                                          • Pouring innovations to serve Millennial parents
                                                            • Figure 24: Households with own children under age 18, by age of householder, 2018
                                                          • The perimeter of the store in the palm of your hand
                                                            • Figure 25: LIFEAID paid social campaign
                                                          • The other kind of green juice
                                                            • Figure 26: On-pack sustainability claims
                                                        • Key Players – What You Need to Know

                                                          • Private label continues to perform
                                                            • Return of the OG: OJ
                                                              • The Yoo-hoo Phenomenon: when blurring and hybrid drinks catch on
                                                                • What’s your function?
                                                                  • Fan flavorites
                                                                  • Company and Brand Sales of Juice and Juice Drinks

                                                                    • COVID-19 has already left its mark
                                                                      • Figure 27: IRI CPG Demand Index: MULO sales of juices, drink mixes, and frozen beverages
                                                                    • Private label continues to squeeze major brands
                                                                      • Figure 28: Private label juices
                                                                      • Figure 29: Multi-outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2019 and 2020
                                                                  • What’s Working?

                                                                    • OJ sales are healthy
                                                                      • Success concentrates on concentrates
                                                                        • Figure 30: Multi-outlet sales of drink mixes and concentrates, rolling 52 weeks 2019 and 2020
                                                                      • Hybrid drinks split flavor and function
                                                                      • What’s Struggling?

                                                                        • Bottled smoothies are ready to drink, but people aren’t ready to buy
                                                                          • Figure 31: Multi-outlet sales of juice and juice drinks, by segment, rolling 52 weeks 2019 and 2020
                                                                        • Feeling sour toward sweetened juices
                                                                        • What to Watch

                                                                          • Gut check
                                                                            • Brain blast
                                                                              • Savor it
                                                                              • The Consumer – What You Need to Know

                                                                                • Juice drinks are a bright spot
                                                                                  • Death by daypart
                                                                                    • Deliver on nutrition before offering function
                                                                                      • Purchase fatigue is spoiling consumers’ interest
                                                                                      • Juice and Juice Drink Consumer Segments

                                                                                        • Nutrition and novelty divide consumers
                                                                                            • Figure 32: Juice and juice drink consumers, April 2020
                                                                                          • Enthusiastic Experimenters
                                                                                            • Demographic snapshot
                                                                                              • What it means
                                                                                                • Figure 33: Attitudes toward juice and juice drinks – Enthusiastic Experimenters, indexed to all juice buyers, April 2020
                                                                                              • Benefit Believers
                                                                                                • Demographic snapshot
                                                                                                  • What it means
                                                                                                    • Figure 34: Attitudes toward juice and juice drinks – Benefit Believers, indexed to all juice buyers, April 2020
                                                                                                  • Habit Buyers
                                                                                                    • Demographic snapshot
                                                                                                      • What it means
                                                                                                        • Figure 35: Attitudes toward juice and juice drinks – Habit Buyers, indexed to all juice buyers, April 2020
                                                                                                      • Skeptical Shoppers
                                                                                                        • Demographic snapshot
                                                                                                          • What it means
                                                                                                            • Figure 36: Attitudes toward juice and juice drinks – Skeptical Shoppers, indexed to all juice buyers, April 2020
                                                                                                        • Juice and Juice Drink Purchases

                                                                                                          • Purchase incidence is falling
                                                                                                            • Figure 37: Juice and juice drink purchases, April 2018 and 2020
                                                                                                          • Gen Z is primed for functional benefits
                                                                                                            • Figure 38: Juice and juice drink purchases, by generation, April 2020
                                                                                                            • Figure 39: Juice and juice drink consumers, by generation, April 2020
                                                                                                          • Juice is a family affair
                                                                                                            • Figure 40: Juice and juice drink purchases, by parental status, April 2020
                                                                                                            • Figure 41: Juice and juice drink consumers, by parental status, April 2020
                                                                                                        • Consumption Occasions

                                                                                                          • Looking beyond the low-hanging fruit
                                                                                                            • Figure 42: Consumption occasions, by juice type, April 2020
                                                                                                          • Where does juice belong?
                                                                                                            • Figure 43: Correspondence analysis – consumption occasions, April 2020
                                                                                                        • Shifts in Consumption

                                                                                                          • Purchase patterns are flat
                                                                                                            • Figure 44: Shifts in consumption, April 2020
                                                                                                          • Do it for the kids
                                                                                                            • Figure 45: Shifts in consumption, by parental status, April 2020
                                                                                                          • Healthy, tasty, quickly
                                                                                                            • Figure 46: Shifts in consumption – buying more, April 2020
                                                                                                          • Tightened purse strings, loosened belts
                                                                                                            • Figure 47: Shifts in consumption – buying less, April 2020
                                                                                                        • Purchase Motivators

                                                                                                          • Just the pear necessities
                                                                                                            • Figure 48: Purchase motivators, April 2020
                                                                                                          • Benefit Believers want specific claims
                                                                                                            • Figure 49: Purchase motivators, by consumer segment, April 2020
                                                                                                        • Interest in Innovations

                                                                                                          • Juice, now with 100% real purchase fatigue
                                                                                                            • Figure 50: Interest in innovations, April 2020
                                                                                                          • Lessons in global citizenship
                                                                                                            • Figure 51: TURF analysis – interest in innovations, April 2020
                                                                                                          • Methodology
                                                                                                            • A treat for every budget
                                                                                                              • Figure 52: Interest in innovations, by financial situation, April 2020
                                                                                                            • Enthusiastic Experimenters live up to their name
                                                                                                              • Figure 53: Interest in innovations, by consumer segment, April 2020
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Fan chart forecast
                                                                                                                • Consumer survey data
                                                                                                                  • Direct marketing creative
                                                                                                                    • Abbreviations and terms
                                                                                                                      • Abbreviations
                                                                                                                      • Appendix – The Market

                                                                                                                          • Figure 54: Total US sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2015-25
                                                                                                                          • Figure 55: Total US sales and forecast of 100% juice, at current prices, 2015-25
                                                                                                                          • Figure 56: Total US sales and forecast of 100% juice, at inflation-adjusted prices, 2015-25
                                                                                                                          • Figure 57: Total US sales and forecast of juice drinks, at current prices, 2015-25
                                                                                                                          • Figure 58: Total US sales and forecast of juice drinks, at inflation-adjusted prices, 2015-25
                                                                                                                          • Figure 59: Total US sales and forecast of RTD bottled smoothies, at current prices, 2015-25
                                                                                                                          • Figure 60: Total US sales and forecast of RTD bottled smoothies, at inflation-adjusted prices, 2015-25
                                                                                                                          • Figure 61: Total US retail sales of juice and juice drinks, by channel, at current prices, 2015-20
                                                                                                                          • Figure 62: Total US retail sales of juice and juice drinks, by channel, at current prices, 2018 and 2020
                                                                                                                          • Figure 63: US supermarket sales of juice and juice drinks, at current prices, 2015-20
                                                                                                                          • Figure 64: US convenience store sales of juice and juice drinks, at current prices, 2015-20
                                                                                                                          • Figure 65: US sales of juice and juice drinks through other retail channels, at current prices, 2015-20
                                                                                                                      • Appendix – Key Players

                                                                                                                          • Figure 66: Multi-outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                          • Figure 67: Multi-outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                          • Figure 68: Multi-outlet sales of RTD bottled smoothies, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                      • Appendix – The Consumer

                                                                                                                          • Figure 69: Attitudes toward juice and juice drinks, by consumer segment, April 2020
                                                                                                                          • Figure 70: Attitudes toward juice and juice drinks, by consumer segment, April 2020

                                                                                                                      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.

                                                                                                                      Description