Description

Covering fruit and vegetable juice and juice drinks and segments (see Products Discussed), this report provides a complete analysis of the juice industry in the US. Below, we summarize the key topics covered and offer handpicked insights from the report.

Key Topics Covered

  • Total US juice market size, forecast and segment performance.
  • Changes in juice and juice drink purchase and habits.
  • Juice and juice drink occasions.
  • Sweetener preferences in juice/juice drinks.
  • Perceptions of premium juice/juice drink features.
  • Attitudes toward juice and juice drinks.

US Juice Industry Overview

In 2022, inflation watered down the juice and juice drink market, dampening performance. Yet, with expected growth on the horizon until 2027, there’s optimism anchored in evolving consumer habits. Juice enthusiasts exhibit a divided response to inflation — some cutting back due to costs or health considerations, while others increase intake, seeking health benefits. Find a full review of juice market performance and a five-year forecast in this report.

Juice Consumer Analysis

Wellness and pleasure are both significant drivers for increased juice consumption in 2023, with a notable overlap between the two motivations. Nearly half of those sipping juice as a treat are also turning to it for health benefits. However, Americans’ relationship with sugar is nuanced; while health consciousness persists, many still lean toward familiar options when making quick juice purchasing decisions.

Taste is top of mind for consumers when it comes down to pulling juices off the shelf. This report notably finds a preference for white sugar over alternatives like monk fruit, further suggesting a tendency toward the familiar. Meanwhile, the positive perception of honey as a “whole” sweetener underscores the value of a well-rounded flavor experience in juice products.

Unveiling the latest consumer trends, this report provides juice industry professionals with tools to move forward effectively — according to real consumer demands and preferences. Below, we provide one direct opportunity discussed in the report.

Opportunity for Juice Brands

To appeal to discerning consumers, juice brands should prioritize transparency and avoid “suspicious” ingredients, emphasizing a “clean” label from the outset. Steering clear of potential deterrents and embracing science-based education for unique ingredients not only builds trust but can also position a brand for premium pricing. This aligns with the consumer’s inclination for familiar flavors and health-driven choices in the juice market.

This report offers a comprehensive analysis of opportunities in the current juice market in the US, enabling you to leverage efforts according to research-backed expert guidance. You may also find our Global reports relevant, such as The Future of Juice Drinks 2023 Market Report, or A Year of Innovation in Juice Drinks 2023.

Products and Brands Discussed

This report covers 100% juice (eg fruit and vegetable juices, mixes, concentrates), juice drinks (eg juice drinks containing ingredients other than fruit and/or vegetable juice), and RTD (ready-to-drink) smoothies. These products discussed in the report are sold in a number of formats, from boxed to frozen and others. Segment performance is also discussed.

Companies/brands discussed: Key players and niche brands relevant to the scope of the report (including market share, innovation, etc) are discussed, including but not limited to Kraft Heinz, Kool Aid, Coca-Cola, Dr. Pepper, Juicy Juice, Hawaiian Punch, Sunny D, Capri Sun, Evolution Fresh, Plezi Nutrition, Just Made, and Simply Beverages.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Drinks Specialist

This report, written by Adriana Chychula, a leading food, drink, and nutrition analyst, delivers in-depth commentary and analysis to highlight current trends in the US juice market, adding expert context to the numbers.

Even as flavor and nutrition innovations elevate the familiar and reshape aisles, it is simplicity – juice’s longstanding draw – that remains an undercurrent of juice purchase. However, simple formulations don’t have to be limiting; juice’s fluid nature poises it to shift from wellness to enjoyment and between occasions with ease, with flavorful function meeting a gamut of needs and wrapping juice together in one simple pleasure.

Adriana Chychula, Analyst – Food, Drink, and Nutrition

 

Adriana Chychula
Analyst – Food, Drink & Nutrition

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • Wellness and pleasure motivations are not mutually exclusive
                    • Figure 1: Changes in juice/juice drink habits in last six months, 2023
                  • Ingredient familiarity trumps wellness wishlists
                    • Figure 2: Juice/juice drink sweetener preferences, net – any rank, 2023
                  • Strong breakfast associations are not set in stone
                    • Figure 3: Juice occasions, by generation, 2023
                  • Competitive strategies
                    • Build on flavor and nutrition without reinventing the wheel
                      • Figure 4: Flavor innovation in juice and juice drinks, 2023
                    • Simplicity communications do heavy lifting
                      • Figure 5: Products using simple brand language, 2023
                    • Market predictions
                      • Figure 6: Total US sales and fan chart forecast of juice & juice drinks, at current prices, 2018-28
                      • Figure 7: Category outlook, 2023-28
                    • Opportunities
                      • Start with a “clean” base
                        • Figure 8: Premium juice/juice drink features, 2023
                      • Educate on processing to elevate perceptions
                      • Market Size and Forecast

                        • Affordable nutrition, flavor prime juice/juice drinks for healthy future
                          • Figure 9: Total US sales and fan chart forecast of juice & juice drinks, at current prices, 2018-28
                          • Figure 10: Total US retail sales and forecast of juice & juice drinks, at current prices, 2018-28
                      • Segment Performance

                        • Juice and juice drinks expected to bloom, smoothies slump
                          • Figure 11: Total US retail sales and forecast of juice & juice drinks, by segment, at current prices, 2018-28
                        • Convenience, savings fuel “other” channels’ growth over grocery
                          • Figure 12: Total US retail sales of juice and juice drinks, by channel, at current prices, 2023 and 2023
                      • Market Drivers

                        • Lean into versatile nutrition, taste to make the best of inflation
                          • Figure 13: Spending habits in past 12 months, non-alcoholic drinks for drinking in home and out of home, 2023
                        • Navigating nutrition know-how may be increasingly confusing to consumers
                          • Figure 14: Select attitudes toward juice/juice drinks, 2023
                        • WHO recommendations challenge non-nutritive sweetener use
                          • Erythritol among the latest second-guessed additives
                            • Figure 15: Erythritol social media topics, February 27 2023-June 6 2023
                        • Market Share/Key Players

                          • Private label, “other” brands pick up big names’ losses
                            • Sales of juice and juice drinks by company
                              • Figure 16: Multi-outlet sales of juice and juice drinks, by leading companies, rolling 52 weeks 2022 and 2023
                            • Company/brand sales by segment
                              • Private label doubles 100% juice segment growth, while a handful of brands stand out
                                • Figure 17: Multi-outlet sales of 100% juice, by leading companies and brands, rolling 52 weeks 2022 and 2023
                              • Juice drink segment players win with nostalgia
                                • Figure 18: Multi-outlet sales of juice drinks, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                • Figure 19: Sugar-reduced nostalgic juice drink, 2023
                              • Smoothie struggles spare Evolution Fresh
                                • Figure 20: Multi-outlet sales of smoothies, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                • Figure 21: Evolution Fresh Instagram post
                            • Competitive Strategies and Market Opportunities

                              • Brands put a new spin on flavor…
                                • Figure 22: Flavor innovation in juice and juice drinks, 2023
                              • …and functionality, nutrition and texture continue to level up beverage blurring
                                • Figure 23: Beverage-blurring juice and juice drink releases, 2023
                              • Clear nutrition cues + taste can lead to longer term success
                                • Figure 24: Plezi Nutrition Instagram post, 2023
                                • Figure 25: Kid-focused juice and juice drink releases, 2023
                              • Can simplicity be juice’s zero?
                                • Figure 26: Products using simple brand language, 2023
                              • Multi-dimensional jjuice has few innovation boundaries
                                • Modernize classic wellness associations
                                  • Figure 27: Interest in functional benefits – juices, 2022
                                  • Figure 28: Functional juice products, 2023
                                • Processing methods can elevate “pure” image
                                  • Figure 29: Cold-pressed juice and juice drinks, 2023
                                • Tech solutions targeting juice’s sugar content can change the whole game
                                  • Breaking out of breakfast: brands can enter more adult occasions
                                    • Brands dabble in mixology
                                      • Figure 30: Simply Beverages Facebook post, 2023
                                      • Figure 31: Sunny D Instagram post, 2023
                                  • The Juice and Juice Drink Consumer – Fast Facts

                                    • Consumers blur lines between wellness and pleasure
                                      • Simplicity, approachability key
                                        • Generational differences point to habit malleability, opportunity
                                        • Juice and Juice Drink Purchase

                                          • Power of “purity” drives juice type engagement
                                            • Figure 32: Juice/juice drink purchase, 2022-23
                                          • Next generation juice fans embrace tradition + new formulations
                                            • Figure 33: Juice and juice drink purchase, NET by Generation, 2023
                                          • Newer audiences, occasions move juice beyond healthier alternative
                                            • Figure 34: Juice and juice drink purchase, by generation, 2023
                                          • Support kids’ needs, and thensome
                                            • Figure 35: Juice/juice drink purchase, by parental status, 2023
                                          • Juice is indulgence within reach
                                            • Figure 36: Juice and juice drink purchase, by financial health, 2023
                                        • Juice and Juice Drink Occasions

                                          • Encourage new mold-defying routines
                                            • Figure 37: Juice/juice drink occasions, 2023
                                          • Build beyond breakfast with any age group
                                            • Figure 38: Juice occasions, by generation, 2023
                                          • Gender, parenthood change how consumers use juice as a BFY tool
                                            • Figure 39: Juice occasions, by gender and parental status, 2023
                                        • Changes in Juice and Juice Drink Habits

                                          • Mix the business of wellness with pleasure
                                            • Figure 40: Changes in juice/juice drink habits in last six months, 2023
                                          • Help Millennials, Gen X as they seek out wellness support
                                            • Figure 41: Changes in juice/juice drink habits, 2023
                                          • Parents are a target for juice-based BFY alcohol reduction
                                            • Figure 42: Changes in juice/juice drink habits in last six months, by parental status and gender, 2023
                                        • Premium Juice and Juice Drink Features

                                          • Focus on clean, “free-from” before edgy added benefits
                                            • Figure 43: Premium juice/juice drink features, 2023
                                          • Redefine health to meet evolving quality standards
                                            • Figure 44: Premium juice/juice drink features, by generation, 2023
                                          • Parents look toward value additions, rather than subtractions
                                            • Figure 45: Premium juice/juice drink features, 2023
                                        • Juice and Juice Drink Sweetener Preferences

                                          • Keep it simple in sweetener approach
                                            • Figure 46: Juice/juice drink sweetener preferences, net – any rank, 2023
                                          • Intentional communications can fill in education gaps
                                            • Figure 47: Juice/juice drink sweetener preferences, by generation, 2023
                                          • Parents are not the leading “no added sweetener” crowd
                                            • Figure 48: Juice/juice drink sweetener preferences, by generation, 2023
                                        • Juice and Juice Drinks Attitudes

                                          • Trust comes from what consumers know
                                            • Figure 49: Attitudes toward juice/juice drinks, 2023
                                          • Contrast between sweetener expectations and acceptance highlights complicated formulation game
                                            • Figure 50: Select attitudes toward juice/juice drinks, 2023
                                            • Figure 51: Juice/juice drinks sweetener preferences, 2023
                                          • “Iffy” natural zero calorie sweeteners do have an audience
                                            • Figure 52: Attitudes toward juice and juice drinks – CHAID – Tree output, 2023
                                          • Emerging generational attitudes toward health, production practices call for brands to act now
                                            • Figure 53: Attitudes toward juice/juice drinks, by generation, 2023
                                        • Appendix – Data Sources and Abbreviations

                                          • Data sources
                                            • Sales data
                                              • Forecast
                                                • Consumer survey data
                                                  • Abbreviations and terms
                                                    • Abbreviations
                                                    • Appendix – CHAID Analysis Methodology

                                                      • Methodology
                                                        • Figure 54: Attitudes toward juices – CHAID – Table output, 2023
                                                    • Appendix – The Market

                                                        • Figure 55: Total US retail sales and forecast of juice & juice drinks, at inflation-adjusted prices, 2018-28
                                                        • Figure 56: Total US retail sales and forecast of 100% juice, at inflation-adjusted prices, 2018-28
                                                        • Figure 57: Value, volume and average price of 100% juice sales, 2018-2022
                                                        • Figure 58: Total US retail sales and forecast of juice drinks, at inflation-adjusted prices, 2018-28
                                                        • Figure 59: Value, volume and average price of juice drinks sales, 2018-2022
                                                        • Figure 60: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2018-28
                                                        • Figure 61: Value, volume and average price of smoothies sales, 2018-2022

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