Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance—the market is set to experience declining sales during 2008-13
- Other non-alcoholic beverages provide tough competition; rising juice and juice drink prices erode consumer base
- 100% fruit juice sales far outpace that of juice drinks
- Top five manufacturers account for more than half of sales
- U.S. households exhibit steady incidence but slight decline in frequency of drinking fruit juice/juice drinks
- Eating fresh fruit is the biggest reason consumers do not drink fruit juice or juice drinks
Insights and Opportunities
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- Reinstate 100% fruit juice as a healthy beverage
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- Figure 1: Attitude towards health, 2004 and 2008
- Figure 2: Reasons for watching/controlling diet, 2004 and 2008
- Citing scientific studies to back pro-health claims
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- Figure 3: Welch’s Concord Grape Juice, Television Ad, 2008
- Fruit and vegetable blends attract health-conscious consumers
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- Figure 4: Campbell V8 V-Fusion, Television Ad, 2008
- Less is more—take out added sugar, artificial color, and flavoring from fruit juice and juice drinks
- Ethnic fruit juice and juice drinks offer growth potential
- Catering to Hispanic Americans
- Asian inspiration
- Fruit juice and juice drinks industry has an opportunity to drive growth in burgeoning beauty beverage sector
- Probiotic juices—the friendly bacteria
- Fruit juices beyond the juice glass
Fast Forward Trends
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- Wrong time for premium and super-premium juices?
- Super-premium is niche
- Premium priced, disguised as regular
- Exploring the Amazon
- Beyond feelings of logic
Market Size and Forecast
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- Key points
- Industry challenged; demand retraction due to a tarnished reputation, high prices, and tough economic climate
- Promoting growth through communicating balance of health and value
- Growth potential exists through targeting ethnic consumers
- Sales and forecast of fruit juice and juice drinks
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- Figure 5: Total U.S. sales and forecast of fruit juice and juice drinks at current prices, 2003-13
- Figure 6: Total U.S. sales and forecast of fruit juice and juice drinks at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Interchangeability with other beverages…
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- Figure 7: Reasons for not drinking juice/juice drinks, by age, October 2008
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- Figure 8: U.S. sales of RTD non-carbonated beverages, by segment, 2005 and 2007
- Plain bottled water and enhanced bottled water
- Fruit-flavored tea
- Healthy soda—increased emphasis on natural positioning and vitamin and mineral fortification
- Sports drinks—some of these now include vitamins and minerals
- Fruit-juice based energy drinks—likely attracting young fruit juice and juice drinks users
- High prices discourage growth
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- Figure 9: FDMx prices for select non-alcoholic beverages, 2007
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- Figure 10: Average FDMx price of certain juices, 2005-08
- Fresh fruit competes with fruit juice
Segment Performance
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- Key points
- Fruit juice and juice drinks growth relies upon health-focused, value-added innovation
- Segment sales and forecast of fruit juice and juice drinks
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- Figure 11: U.S. sales and forecast of fruit juice and juice drinks at current prices, by segment, 2003-13
- Figure 12: Total sales of fruit juice and juice drinks, segmented by type, 2006 and 2008
Segment Performance—Fruit Juice
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- Key point
- On-the-go convenience and innovation propels bottled juices
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- Figure 13: FDMx sales of fruit juice by form, 2006 and 2008
- Flat orange juice sales contribute to overall dismal performance; fruit blends may offer a growth platform
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- Figure 14: Fruit juice: Per capita availability adjusted for loss*, 2000-06
- Figure 15: FDMx sales of fruit juice by flavor*, 2006 and 2008**
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- Figure 16: U.S. sales and forecast of fruit juice, 2003-13
Segment Performance—Juice Drinks
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- Key points
- Healthily positioned, value priced juice drinks can fill a need
- Drink mixes key to success
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- Figure 17: FDMx sales of juice drinks by form, 2006 and 2008
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- Figure 18: FDMx sales of juice drinks by flavor*, 2006 and 2008
- Figure 19: U.S. sales and forecast of juice drinks, 2003-13
Retail Channels
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- Key points
- Mass merchandisers lose market share to supermarket and drug channels
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- Figure 20: U.S. sales of fruit juice and juice drinks, by retail channel, 2006 and 2008
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- Figure 21: New fruit juice/drink products launched at supermarkets and other retailers, 2003 and 2008
- Non-convenience channels can stimulate growth through increasing single-serve selection
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- Figure 22: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by age, October 2008
Retail Channels—Supermarkets
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- Key point
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- Figure 23: U.S. sales of fruit juice and juice drinks at supermarkets, 2003-08
Retail Channels—Mass and Other
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- Key points
- Mass merchants must find niche
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- Figure 24: U.S. sales of fruit juice and juice drinks at mass merchandisers and other stores, 2003-08
Retail Channels—Natural Stores
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- Natural channel/SPINS
- Sales of fruit juices in the natural channel
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- Figure 25: Natural product supermarket retail sales of fruit juices, at current prices and inflation adjusted prices, 2006-08
- Implications
- Natural channel sales by segment
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- Figure 26: Natural product supermarket retail sales of juices, by segment, 2006-08
- Fruit juices natural channel
- Brand table: Fruit juices
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- Figure 27: Select brand sales of fruit juice in natural channels, 2006 and 2008
- Natural channel sales of fruit juices by organic
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- Figure 28: Natural product supermarket retail sales of fruit juices, by organic, 2006 and 2008
- Natural channel sales of fruit juices by packaging
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- Figure 29: Natural product supermarket retail sales of fruit juices, by packaging, 2006 and 2008
- Natural channel sales of fruit juices by flavor
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- Figure 30: Natural product supermarket retail sales of fruit juices, by flavor, 2006 and 2008
Market Drivers
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- Health and wellness trends can be a plus for the market
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- Figure 31: Attitudes regarding healthy eating, January 2003-March 2008
- Households with children impact consumption of fruit juice
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- Figure 32: Incidence of purchasing fruit juice and juice drinks and powdered juice drinks in the past month, by presence of children, October 2008
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- Figure 33: Households with children under age 18 present, 2001-07
- Figure 34: U.S. population of teens aged 12-17, 2003-13
- Obesity
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- Figure 35: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004
- Figure 36: Prevalence of obesity among children aged 6-19, 1988-2004
- Population diversity to benefit market growth
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- Figure 37: Population by race and Hispanic origin, 2003-13
Companies and Brands
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- Key points
- Private labels create price competition for the national brands
- Other companies
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- Figure 38: FDMx sales of leading fruit juice and juice drink companies, 2007 and 2008
Brand Share—Fruit Juice
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- Key points
- Poor orange juice sales hurt segment
- Juice blends picking up momentum
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- Figure 39: FDMx brand sales of fruit juice in the U.S., 2007 and 2008
Brand Share—Juice Drinks
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- Key points
- Kraft suffers from its sugary image
- On-the-go brands are rising in sales
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- Figure 40: FDMx brand sales of juice drinks in the U.S., 2007 and 2008
Brand Qualities
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- Companies carving out their share
- Tampico target Hispanics
- Ocean Spray targets dieting juice drinkers
- Motts for Tots
Innovation and Innovators
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- Introduction
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- Figure 41: Number of new product launches in juice and juice drinks, by juice, juice drinks and nectars, 2003-08
- Figure 42: Trends in numbers of new product introductions in the fruit juice and juice drinks market, 2003-08
- Top 10 claims during 2005-08
- Overview
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- Figure 43: Top 10 claims in fruit juice and juice drinks market, 2005-08
- Figure 44: Trends in new product introductions in the fruit juice and juice drinks market, by claim, 2006-08*
- Immune system—functional
- Premiumization
- High protein
- Fruit and vegetable servings
- Alternative sweeteners
- Omegas
- Anti-hangover
- “Borrowed” flavors from tea
- Flavors
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- Figure 45: Top 10 flavors in juice and juice drinks, 2005-08
- Trends in children-targeted fruit juice and juice drinks
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- Figure 46: Number of new fruit juice/drinks targeted to children and teens, 2005-08
- Figure 47: Trends in children-targeted new juice and juice drinks products, 2005-08
- Caffeinated juices
Advertising and Promotion
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- Figure 48: Media spending on select fruit juice and juice drinks brands, 2006 and 2007
- Brand perception, communication, and orientation toward health benefits
- Welch’s Grape Juice—positioning Concord grapes as an antioxidant-rich Superfruit
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- Figure 49: Welch’s Concord Grape Juice, Television Ad, 2008
- POM Wonderful pomegranate juice—powerful antioxidants for heart health
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- Figure 50: POM Wonderful for heart health, Television Ad, 2008
- Ocean Spray Grapefruit juice—antioxidants and invigorating
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- Figure 51: Ocean Spray grapefruit juice, Television Ad, 2008
- Building trust with consumers
- Simply Orange—Coca-Cola continues to build trust with “orange back” guarantee
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- Figure 52: Simply Orange, Television Ad, 2008
- Nestlé Juicy Juice—setting standards comparable to motherhood
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- Figure 53: Nestlé Juicy Juice, Television Ad, 2008
- Tropicana—promotes Valencia Orange Juice in competition with Simply Orange
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- Figure 54: Tropicana Valencia Orange Juice, Television Ad, 2008
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The People: Usage
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- Trends in household fruit juice/juice drinks consumption
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- Figure 55: Household juice/juice drinks consumption, by type, 2003-08
- Who drinks fruit juice and juice drinks in household
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- Figure 56: Who personally drinks fruit juice and juice drinks and powdered juice drinks, October 2008
- Frequency of use
- Trends in frequency of consumption
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- Figure 57: Household frequency of drinking different types of juices on an average day, 2003-08
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- Figure 58: Household frequency* of drinking different types of juices, by key demographics, April 2007-June 2008
- Brands of orange juice used
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- Figure 59: Brands of orange juice used in household, by age, May 2006-June 2007
Attitudes and Motivations
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- Interest in trying new fruit juice and juice drinks
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- Figure 60: Interest in trying new fruit juice and juice drinks, by age, October 2008
- Impact of pricing and sales of purchase of fruit juice and juice drinks
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- Figure 61: Impact of pricing and sales of purchase of fruit juice and juice drinks, by age, October 2008
- Other attitudes towards fruit juice and juice drinks, including nutrition and packaging
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- Figure 62: POM Wonderful for heart health, Television Ad, 2008
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- Figure 63: Other attitudes towards fruit juice and juice drinks, by age, October 2008
- Desirable attributes in fruit juice and juice drinks
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- Figure 64: Attributes considered when buying fruit juice (100%), pre-prepared juice drinks, and powdered drinks, October 2008
Change in Juice and Juice Drink Consumption
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- Incidence of drinking more or less fruit juice/drinks compared to a year ago
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- Figure 65: Incidence of drinking more or less fruit juice and juice drinks compared to a year ago, by age, October 2008
- Reasons for drinking more fruit juice and juice drinks today, compared to last year
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- Figure 66: Reasons for drinking more fruit juice and drinks today than last year, by age, October 2008
- Reasons for drinking less fruit juice/juice drinks today, compared to last year
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- Figure 67: Reasons for drinking less fruit juice and drinks today than last year, by age, October 2008
- Reasons consumers do not drink juice/juice drinks
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- Figure 68: Reasons for not drinking juice/juice drinks, by gender, October 2008
Cluster Analysis
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- Straight Juicers
- Who they are
- Opportunity
- Pure Juicers
- Who they are
- Opportunity
- All Juicers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 69: Fruit juice clusters, October 2008
- Figure 70: Incidence of purchasing fruit juice, pre-prepared juice drinks, and juice drinks mixes by fruit juice clusters, October 2008
- Figure 71: Personal incidence of drinking fruit juice, pre-prepared juice drinks, and juice drinks mixes, by fruit juice clusters, October 2008
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- Figure 72: Attributes considered when purchasing 100% fruit juices: by fruit juice clusters, October 2008
- Figure 73: Choice of retail channels to purchase fruit juice and juice drinks for immediate consumption, by fruit juice clusters, October 2008
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- Figure 74: Choice of retail channels to purchase fruit juice and juice drinks for at-home consumption, by fruit juice clusters, October 2008
- Figure 75: Interest in trying new fruit juice and juice drinks, by fruit juice clusters, October 2008
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- Figure 76: Impact of pricing and sales on purchase of fruit juice and juice drinks, by fruit juice clusters, October 2008
- Figure 77: Other attitudes towards fruit juice and juice drinks, by fruit juice clusters, October 2008
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- Figure 78: Incidence of drinking more or less fruit juice compared to a year ago, by fruit juice clusters, October 2008
- Cluster demographics
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- Figure 79: Fruit juice clusters by gender, October 2008
- Figure 80: Fruit juice clusters by age group, October 2008
- Figure 81: Fruit juice clusters by income group, October 2008
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- Figure 82: Fruit juice clusters by race, October 2008
- Figure 83: Fruit juice clusters by Hispanic origin, October 2008
- Cluster methodology
Custom Consumer Groups: Hispanics by Income or Language Spoken in the Home
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- Who personally drinks fruit juice and juice drinks and powdered juice drinks
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- Figure 84: Who personally drinks fruit juice and juice drinks and powdered juice drinks, Hispanics by income, October 2008
- Frequency of use: Hispanics
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- Figure 85: Number of glasses of different types of juices consumed by households, by language spoken in the home, April 2007-June 2008
- Attitudes towards fruit juice/juice drinks
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- Figure 86: Attitude towards fruit juice and juice drinks, Hispanics by household income, October 2008
- Incidence of drinking more or less fruit juice/drinks compared to a year ago
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- Figure 87: Incidence of drinking more or less fruit juice and juice drinks compared to a year ago, Hispanics by household income, October 2008
- Where fruit juice/drinks are purchased for consumption at home
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- Figure 88: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by age, October 2008
IRI/Builders Panel Data: Key Household Purchase Measures
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- Refrigerated juices: Key household purchase measures
- Overview of refrigerated juices/drinks purchases
- Refrigerated orange juice—consumer insights on key purchase measures
- Brand map
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- Figure 89: Brand map, selected brands of refrigerated orange juice, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2008*
- Refrigerated fruit drink—consumer insights on key purchase measures
- Brand map
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- Figure 91: Brand map, selected brands of refrigerated fruit drink, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of refrigerated fruit drink, by household penetration, 2008*
- Refrigerated blended fruit juice—consumer insights on key purchase measures
- Brand map
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- Figure 93: Brand map, selected brands of refrigerated blended fruit juice, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of refrigerated blended fruit juice, by household penetration, 2008*
- Shelf-stable bottled juices—key household purchase measures
- Overview of shelf-stable bottled juices
- SS bottled fruit drink—consumer insights on key purchase measures
- Brand map
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- Figure 95: Brand map, selected brands of SS bottled fruit drink, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of SS bottled fruit juice drinks, by household penetration, 2008*
- SS bottled apple juice—consumer insights on key purchase measures
- Brand map
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- Figure 97: Brand map, selected brands of SS bottled apple juice, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 98: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2008*
- SS bottled fruit juice blend—consumer insights on key purchase measures
- Brand map
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- Figure 99: Brand map, selected brands of SS bottled fruit juice blend, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 100: Key purchase measures for the top brands of SS bottled fruit juice blend, by household penetration, 2008*
- Aseptic juices—key household purchase measures
- Overview of aseptic juices
- Aseptic juice drinks—consumer insights on key purchase measures
- Brand map
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- Figure 101: Brand map, selected brands of aseptic juice drinks, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 102: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2008*
- Aseptic juices—consumer insights on key purchase measures
- Brand map
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- Figure 103: Brand map, selected brands of aseptic juices, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 104: Key purchase measures for the top brands of aseptic juices, by household penetration, 2008*
- Shelf-stable canned juices: key household purchase measures
- Overview of SS canned juices
- Canned juice drinks—consumer insights on key purchase measures
- Brand map
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- Figure 105: Brand map, selected brands of SS canned juice drinks, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 106: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2008*
- Canned fruit juice— consumer insights on key purchase measures
- Brand map
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- Figure 107: Brand map, selected brands of canned fruit juice, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 108: Key purchase measures for the top brands of canned fruit juice, by household penetration, 2008*
Appendix: Studies on Fruit Juice
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- Studies linking negative influence of drinking fruit juice for children
- Studies linking fruit juice with positive health benefits
- Concord grapes and health benefits
Appendix: Other Useful Consumer Tables
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- Attitudes and motivations
- Attitudes towards fruit juice/juice drinks
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- Figure 109: Attitude towards fruit juice and juice drinks, by gender, October 2008
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- Figure 110: Attitude towards fruit juice and juice drinks, by race, October 2008
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- Figure 111: Attitude towards fruit juice and juice drinks, by gender, October 2008
- Reasons for drinking more fruit juice/juice drinks today, compared to last year
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- Figure 112: Reasons for drinking more fruit juice and drinks today than last year, by gender, October 2008
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- Figure 113: Reasons for drinking more fruit juice and drinks today than last year, by gender, October 2008
- Reasons for drinking less fruit juice/juice drinks today, compared to last year
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- Figure 114: Reasons for drinking less fruit juice and drinks today than last year, by gender, October 2008
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- Figure 115: Reasons for drinking less fruit juice and drinks today than last year, by presence of children, October 2008
- Reasons consumers do not drink juice/juice drinks
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- Figure 116: Reasons for not drinking juice/juice drinks, by race, October 2008
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- Figure 117: Reasons for not drinking juice/juice drinks, by presence of children, October 2008
- Desirable attributes in fruit juice and juice drinks
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- Figure 118: Desirable attributes in 100% fruit juice, October 2008
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- Figure 119: Desirable attributes in 100% fruit juice, October 2008
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- Figure 120: Desirable attributes in 100% fruit juice, by race/Hispanic origin, October 2008
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- Figure 121: Desirable attributes in 100% fruit juice, by income, October 2008
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- Figure 122: Desirable attributes in 100% fruit juice, by presence of children, October 2008
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- Figure 123: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by age, November 2008
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- Figure 124: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by race, November 2008
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- Figure 125: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by income
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- Figure 126: Retail outlet used to buy fruit juice and juice drinks for immediate consumption, by presence of children
- Where fruit juice/drinks are purchased for consumption at home
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- Figure 127: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by age
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- Figure 128: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by race
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- Figure 129: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by income
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- Figure 130: Retail outlet used to buy fruit juice and juice drinks for at-home consumption, by presence of children, October 2008
Appendix: IRI/Builders Panel Data, Key Household Purchase Measures
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- Refrigerated juices
- Refrigerated lemonade—consumer insights on key purchase measures
- Brand map
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- Figure 131: Brand map, selected brands of refrigerated lemonade, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 132: Key purchase measures for the top brands of refrigerated lemonade, by household penetration, 2008*
- Shelf-stable bottled juices
- SS cranberry cocktail/juice drink—consumer insights on key purchase measures
- Brand map
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- Figure 133: Brand map, selected brands of SS bottled cranberry cocktail/juice drink, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 134: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice concentrate, by household penetration, 2008*
- SS bottled lemon/lime juice—consumer insights on key purchase measures
- Brand map
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- Figure 135: Brand map, selected brands of SS bottled lemon/lime juice by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 136: Key purchase measures for the top brands of SS bottled lemon/lime juice, by household penetration, 2008*
- Consumer insights on key purchase measures—SS bottled grape juice
- Brand map
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- Figure 137: Brand map, selected brands of SS bottled grape juice, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 138: Key purchase measures for the top brands of SS bottled grape juice, by household penetration, 2008*
- SS cranberry juice/cranberry juice blend—consumer insights on key purchase measures
- Brand map
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- Figure 139: Brand map, selected brands of SS bottled cranberry juice/cranberry juice blend, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 140: Key purchase measures for the top brands of SS bottled cranberry juice/cranberry juice blend, by household penetration, 2008*
- SS bottled lemonade—consumer insights on key purchase measures
- Brand map
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- Figure 141: Brand map, selected brands of SS bottled lemonade, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 142: Key purchase measures for the top brands of SS bottled lemonade, by household penetration, 2008*
- SS bottled cider—consumer insights on key purchase measures
- Brand map
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- Figure 143: Brand map, selected brands of SS bottled cider, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 144: Key purchase measures for the top brands of SS bottled cider, by household penetration, 2008*
- Frozen juices—key household purchase measures
- Overview of frozen juice purchases
- Frozen orange juice concentrate—consumer insights on key purchase measures
- Brand map
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- Figure 145: Brand map, selected brands of frozen orange juice concentrate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 146: Key purchase measures for the top brands of frozen orange juice concentrate, by household penetration, 2008*
- Frozen lemonade/limeade concentrate—consumer insights on key purchase measures
- Brand map
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- Figure 147: Brand map, selected brands of frozen lemonade/limeade concentrate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 148: Key purchase measures for the top brands of frozen lemonade/limeade concentrate, by household penetration, 2008*
- Frozen drink/cocktail drink concentrate—consumer insights on key purchase measures
- Brand map
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- Figure 149: Brand map, selected brands of frozen drink/cocktail drink concentrate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 150: Key purchase measures for the top brands of frozen drink/cocktail drink concentrate, by household penetration, 2008*
- Frozen apple juice concentrate—consumer insights on key purchase measures
- Brand map
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- Figure 151: Brand map, selected brands of frozen apple juice concentrate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 152: Key purchase measures for the top brands of frozen apple juice concentrate, by household penetration, 2008*
- Frozen blended fruit juice concentrate
- Consumer insights on key purchase measures—frozen blended fruit juice concentrate
- Brand map
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- Figure 153: Brand map, selected brands of frozen blended fruit juice concentrate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 154: Key purchase measures for the top brands of frozen blended fruit juice concentrate, by household penetration, 2008*
Appendix: Trade Associations
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