Description

This fruit juices market report provides comprehensive and current information and analysis of the Juice and Juice Drinks market including Juice and Juice Drinks market size, anticipated market forecast, relevant market segmentation, and industry trends for the Juice and Juice Drinks market in the US.

Current market landscape

As the juice and juice drink category weathers public health tirades against sugar and consumers weather mounting life stressors, many are pausing to reach for juice as a tasty pick-me-up. The percentage of consumers purchasing more juice for added nutrition is down to 40% from 50% the previous year, and almost half (47%) are buying more simply because they enjoy it. As promising as this is for juice and juice drink brands, rising inflation and general supply chain disruptions present a financial barrier to sustained engagement that more consumers may succumb to before the dust settles.

Independent of pricing, juice’s nefarious relationship with sugar presents the biggest challenge for the category, and current technologies leave sugar reduction desires, palatability and safety concerns in a gridlock. Still, most consumers (63%) have sustained their purchase behaviors compared to last year and 27% are even buying more, at least temporarily. Brands will need to work to prevent attrition to inherently sugar-free options like water, tea, and coffee.

Future market trends in juice and juice drinks

The biggest opportunity for the juice and juice drinks market is innovation in clean-label “natural” non-nutritive sweeteners that maintain flavor integrity, as well as juice-friendly fiber fortification that ameliorates both sugar rushes and fiber deficiency in a one-two punch. Until then, brands should prioritize a reasonable balance between palatability and general sugar moderation in their innovations, maintaining interest through new flavors and cocktail/mocktail recipe ideas that expand juice beyond family breakfast.

Read on to discover more about the Juice and Juice Drinks consumer market, read our Made to Order Smoothies – US – 2022, or take a look at our other Drinks research reports.

Quickly understand

  • Market factors influencing the juice and juice drinks market.
  • Successful juice and juice drink brands, marketing strategies and innovation opportunity areas.
  • Juice and juice drink consumption types and purchase formats.
  • Changes in juice purchase.
  • Juice and juice drink priorities and concerns.
  • Juice and juice drink attitudes.

Covered in this juice industry report

Brands include: Coca-Cola, PepsiCo, Campbell’s, Minute Maid, Simply, Bolthouse Farms, Tropicana, Kraft Heinz, Ocean Spray, Dr. Pepper Snapple Group, Harvest Hill Beverage Company, National Grape Cooperative, Citrus World, Simply Orange, Dole, Florida’s Natural, Mott’s, Welch’s, Juicy Juice, Vita Coco, Martinelli’s, POM, So Good, Capri Sun, Chobani, Kool Aid, Crystal Light, MiO, Country Time, Honest, Bai, Hawaiian Punch, Clamato, V8, Kevita, Mountain Dew, SunnyD, Naked, Simply, Molson Coors, bLüm.

Expert analysis from a specialist in the field

This report, written by Adriana Chychula, a leading analyst in the Food, Drink, and Nutrition sector, delivers in-depth commentary and analysis on juices market research to highlight current trends and add expert context to the numbers.

Shifting consumer motivations for increased juice and juice drink purchase demonstrates the duality of the category as both a health tool, and a guilty pleasure. While consumers aren’t trying to deny their sugar problem and see the validity of juice and juice drinks in delivering quality nutrition, they’re more interested in a positive flavor experience that doesn’t feel like money wasted. Brands can do it all by prioritizing palatability while reconnecting their products to their ingredients, helping juice avenge its name as a proven health tool instead of being written off as sugar water.

Adriana Chychula, Analyst – Food, Drink, and Nutrition
Adriana Chychula
Food, Drink and Nutrition Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • 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, 2017-27
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • Reconnect consumers to ingredients’ wholesome nutrition
      • Figure 3: Important juice and juice drink priorities, 2022
    • Consumer juice attitudes lay trip wire for sugar reduction efforts
      • Figure 4: Juice and juice drink attitudes, 2022
    • Functional sugar reduction can distance juice from SSB slander
      • Figure 5: Juice and juice drink attitudes, 2022
  3. Market Size and Forecast

    • Juice and juice drinks market sales to hang suspended by inflation
      • Figure 6: Total US sales and fan chart forecast of juice and juice drinks, at current prices, 2017-27
      • Figure 7: Total US sales and forecast of juice and juice drinks, at current prices, 2017-27
  4. Segment Performance

    • All segments can reconnect to consumer health ambitions
      • Figure 8: Total US retail sales and forecast of juice and juice drinks, by segment, at current prices, 2017-27
    • “Other” retail channels maintaining growth momentum
      • Figure 9: Total US retail sales of juice and juice drinks, by channel, at current prices, 2017-22
  5. Market Factors

    • Juice can’t wash out the stain of sugar’s reputation
      • Figure 10: Prevalence of self-reported intake of SSBs at least once daily among US adults, 2010 and 2015
    • Children’s health weighs on parents’ juice purchase decisions
      • Figure 11: Prevalence of obesity and severe obesity among children and teenagers aged 2-19, 2001-02 to 2017-18
    • Cost-of-living stressors keep the squeeze on grocery budgets
      • Figure 12: Disposable Personal Income, 2007-22
  6. Market Share/Key Players

    • Smaller brands syphoning share from market leaders
    • Sales of juice and juice drinks by company
      • Figure 13: Multi-Outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2021 and 2022
    • Smaller brands diluting leading 100% juice brands’ shares
      • Figure 14: Multi-Outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 15: So Good So You ad
    • Juice drinks find success in both familiar and functional innovation spaces
      • Figure 16: Multi-Outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 17: Chobani Probiotic Cherry Hibiscus Tea Plant-Based Drink
    • Smoothies get a boost from functional transparency
      • Figure 18: Bolthouse Farms Green Immunity Boost
      • Figure 19: Multi-Outlet sales of smoothies, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Juice rebels against wholesome “breakfast” image with booze
      • Figure 20: Simply Spiked Lemonade
    • Slow the sugar rush with added fiber
      • Figure 21: V8 Pineapple Mango Plant-Based Protein Beverage Blend
    • Allulose checks off sugar replacement visionaries’ boxes
  8. The Juice and Juice Drink Consumer: Fast Facts

    • Category penetration growing despite juice’s sticky relationship with sugar
    • Let loose with juice
    • Two sides to the wellness coin
    • Younger consumers more tolerant of sweeteners, but not lack of brand responsibility
  9. Juice and Juice Drink Consumption and Purchase

    • Juice and juice drinks chug along despite qualms over sugar
      • Figure 22: Beverage types consumed, 2021 and 2022
    • Consumers reach for 100% fruit juice’s superior quality connotations
      • Figure 23: Juice and juice drink consumption, 2022
    • Young palates seek flavorful exploration
      • Figure 24: Juice type purchase, repertoire, by age, 2022
      • Figure 25: Juice drink releases, 2022
    • Versatility plays a role in juice value
      • Figure 26: Juice and juice drink format purchases, 2022
    • Different serving formats suit different juice needs
      • Figure 27: Juice and juice drink format purchases, by type, 2022
    • Older consumers reach for the simplicity of 100% juices
      • Figure 28: Juice and juice drink consumption, by age, 2022
  10. Change in Juice and Juice Drink Purchase

    • Consumers keep the juice flowing
      • Figure 29: Changes in juice and juice drink consumption, 2022
    • Juice category engagement enduring pricing volatility
      • Figure 30: Change in juice and juice drink purchase, by household income 2022
    • Urban consumers enjoying extra servings of juice
      • Figure 31: Changes in juice and juice drink purchase, by area, 2022
    • Parents, especially dads, overindex in increased juice purchase
      • Figure 32: Changes in juice and juice drink purchase, by parental status, by gender, 2022
  11. Reasons for Increased Juice Purchase

    • Consumers chase moments of enjoyment through juice
      • Figure 33: Reasons for increased juice purchase, 2022
    • Connect with mothers over kid-focused sugar reduction, with fathers over BFY…
      • Figure 34: Reasons for increased juice purchase, by parental status, by gender, 2022
      • Figure 35: Ocean Spray Cranberry Strawberry Kiwi Juice Beverage
    • …and give parents a chance to connect over cocktails
  12. Juice Reduction: Reasons and Swaps

    • Increasing prices competing with sugar for top pain point
      • Figure 36: Reasons for decreased juice purchase, 2022
      • Figure 37: Reasons for decreased juice purchase, 2021-22
    • Consumers’ chosen swaps reflect leading pain points
      • Figure 38: Alternatives to juice purchase, 2022
  13. Important Juice and Juice Drink Attributes

    • Focus on flavorful simplicity
      • Figure 39: Important juice and juice drink attributes, 2022
      • Figure 40: Ocean Spray Unsweetened Pure Tart Cherry Juice
    • Younger consumers have more holistic juice purchase priorities
      • Figure 41: Important juice and juice drink attributes, by age, 2022
      • Figure 42: Juice drink releases, 2022
  14. Juice and Juice Drink Concerns

    • Help consumers decode the big picture juice, sugar equation
      • Figure 43: Juice and juice drink concerns, 2022
    • Younger consumers may demand increasing accountability from brands
      • Figure 44: Juice and juice drink concerns, by age, 2022
  15. Juice and Juice Drink Attitudes

    • Invest in functional, “natural” sugar alternatives
      • Figure 45: Juice and juice drink attitudes, 2022
    • Distaste vs. distrust of artificial sweeteners based on age
      • Figure 46: Juice and juice drink attitudes, by age, 2022
  16. Appendix – Data Sources and Abbreviations

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

      • Figure 47: Total US retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2017-27
      • Figure 48: Total US retail sales and forecast of 100% juice, at current prices, 2017-27
      • Figure 49: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2017-27
      • Figure 50: Growth of Multi-Outlet dollar sales and volume sales of 100% juice, 2017-22
      • Figure 51: Total US retail sales and forecast of juice drinks, at current prices, 2017-27
      • Figure 52: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2017-27
      • Figure 53: Growth of Multi-Outlet dollar sales and volume sales of juice drinks, 2017-22
      • Figure 54: Total US retail sales and forecast of smoothies, at current prices, 2017-27
      • Figure 55: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2017-27
      • Figure 56: Growth of Multi-Outlet dollar sales and volume sales of smoothies, 2017-22

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