Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Sales data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Juice/Juice drink market reached $18.9 billion in 2010
- Juice drinks lead growth
- Coconut water expected to become mainstream in 2011
- Other channels rival supermarkets’ share of sales
- Product innovation is a must to compete successfully
- Selected brand analysis
- Fruit Juice (100%)
- Fruit Drinks
- Vegetable/Tomato Juice/Drinks
- Wellness and low sugar are brand qualities that sell
- Innovation driven by claims for purity and low sugar
- Health and refreshment featured in juice and juice drink ads
Insights and Opportunities—a Market-centric View
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- Can carbonated fruit juice replace soda?
- Premium juice with “just picked” flavor
- Create value by combining the best of smoothies and juice drinks
- Hibiscus tea and fruit drink to promote overall wellness
- Room for growth using super-premium frozen juice smoothies
Inspire Insight
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- Trend: “An Inconvenient Fruit”
Market Size and Forecast
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- Key points
- Fewer households with children mean lower juice sales
- Ethnic consumers important; blacks moving to the category during the recession
- Coconut water emerges as a new hope for growth
- Sales and forecast of juice and juice drinks
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- Figure 1: Total U.S. retail sales and forecast of juice and juice drinks, at current prices, 2005-15
- Figure 2: Total U.S. retail sales and forecast of juice and juice drinks, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Fan-chart forecast for juice and juice drinks, at best-, worst-, and central-case scenario, 2005-15
Competitive Context
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- Key points
- Growth in real juice-based tea poses stiff competition for fruit juice
- Flavored water offers myriads of fruit flavors in a low-calorie format
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- Figure 4: U.S. New product launches in flavored bottled water, by flavor, 2010
- Soda—a low-price winner during the recession
- Energy drinks turning toward health may win sales
- Fresh fruits and vegetables are considered better than juice and juice drinks
- Competition from vitamin/mineral supplements
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- Figure 5: Number of new product launches in which juice is used as an ingredient in non-alcoholic beverages other than juice/drinks and in vitamins and dietary supplements, 2005-10
Segment Performance
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- Key points
- Fruit drinks outperforms juices as consumers seek lower prices
- Total sales of juice and juice drinks, by segment
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- Figure 6: U.S. sales of juice and juice drinks, by segment, 2005-15
- Figure 7: Total U.S. sales of juices and juice drinks, 2008 and 2010
Segment Performance—Fruit Juice (100%)
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- Key points
- Sales decline amid price increases
- Canned and frozen juices lose share to other forms of packaging
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- Figure 8: FDMx sales of fruit juice, by form, 2008 and 2010
- Orange flavor continues downward slide; cranberry wins in 2010
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- Figure 9: FDMx sales of fruit juice, by flavor*, 2008 and 2010
- Coconut water takes a big leap in 2010
- Super-premium juices on the decline
- Total sales of fruit juice (100%)
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- Figure 10: U.S. sales of fruit juice (100%), 2005-15
Segment Performance—Fruit Drinks
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- Key points
- Benefits of value hampered by health perception
- Refrigerated and aseptic juice drinks find favor among users
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- Figure 11: FDMx sales of fruit juice drinks, by form, 2008 and 2010
- Lemonade/limeade flavors top sales growth in juice drinks
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- Figure 12: FDMx sales of juice drinks, by flavor*, 2008 and 2010
- Total sales of fruit drinks
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- Figure 13: U.S. sales of fruit drinks, 2005-15
Segment Performance—Vegetable/Tomato Juice/Drinks
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- Key points
- Vegetable/tomato juice/drinks positioned to capitalize on wellness trend
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- Figure 14: FDMx sales of vegetable juice, by form, 2008 and 2010
- Total sales of vegetable/tomato juice/drinks
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- Figure 15: U.S. sales of vegetable/tomato juice/drinks, 2005-15
Retail Channels
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- Key points
- Grocery channel losing share
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- Figure 16: U.S. sales of juice and juice drinks, by retail channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarkets losing sales from on-the-go shoppers
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- Figure 17: U.S. sales of juice and juice drinks at supermarkets, 2005-10
Retail Channels—Other Channels
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- Key points
- Promoting value and convenience can increase volume
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- Figure 18: U.S. sales of juice and juice drinks at other channels, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Juice sales at natural channel compete head on with regular channels
- Sales of fruit juices in the natural channel
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- Figure 19: Natural supermarket sales of fruit juices, at current prices, 2008-10
- Figure 20: Natural supermarket sales of fruit juices supplements, at inflation-adjusted prices, 2008-10
- Leading brands
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- Figure 21: Selected natural supermarket brand sales of fruit juices, 2008 and 2010
- Natural channel sales by organic content
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- Figure 22: Natural supermarket sales of fruit juices, by organic/non-organic, 2008 and 2010
- Natural channel sales by shelf placement/storage
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- Figure 23: Natural supermarket sales of fruit juices, by shelf-placement/storage, 2008 and 2010
Market Drivers—Health and Wellness
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- Obesity rates steady, but still a cause of concern
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- Figure 24: Percentage of population aged 20+ who are overweight or obese* or extremely obese, 1988-2008
- Obesity affects more than a third of all children and teens ages 6-19
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- Figure 25: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
- Let’s Move program likely to influence choices within juice/drinks market
- High-fructose corn syrup, a negative impact sweetener
Market Drivers—Demographic and Economic Factors
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- Households with children are key driver in juice and juice drinks market
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- Figure 26: Households, by presence of children, 1999-2009
- Kids’ population growth lower during 2011-16, compared to 2006-11
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- Figure 27: Population of kids aged 6-11, 2006-16
- Teen population promises no growth during 2006-11; better outlook during 2011-16
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- Figure 28: Teen population, by age, 2006-16
- Black and Hispanics are growth-driving population groups
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- Figure 29: Population, by race and Hispanic origin, 2006-16
- High unemployment rate continues to hamper consumer spending
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- Figure 30: Employment status of the civilian non-institutional population 16 years and over, 2000-10
- Key juice/drinks consumer—teens, blacks, and Hispanics—hit hard by unemployment
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- Figure 31: Unemployment status among civilian non-institutional population, by age, gender and race/Hispanic origin, December 2009-December 2010
Companies and Brands
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- Key points
- A snapshot of major players in the market
- Competition heats up in coconut water
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- Figure 32: FDMx fruit juice and juice drink sales of leading companies, 2009 and 2010
Brand Share—Fruit Juice (100%)
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- Key points
- Pepsi and other orange juice makers hurt by low sales and high prices
- Delayed price increase and simple ingredients help Coca-Cola capture lead
- Manufacturer and brand shares
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- Figure 33: FDMx brand sales of fruit juice (100%), part 1, 2009 and 2010
- New product innovations key to growth
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- Figure 34: FDMx brand sales of fruit juice (100%), part 2, 2009 and 2010
Brand Share—Fruit Drinks
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- Key points
- Kraft’s Focus on kids wins sales
- Pepsi Trop50 finds its niche with naturally low-calorie sweeteners
- Manufacturer and brand shares
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- Figure 35: FDMx brand sales of fruit drinks, part 1, 2009 and 2010
- Figure 36: FDMx brand sales of fruit drinks, part 2, 2009 and 2010
Brand Share—Vegetable/Tomato Juice/Drinks
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- Key points
- Campbell’s V8 keep consumers interested with variety
- Other brands stealthy gaining share
- Manufacturer and brand shares
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- Figure 37: FDMx brand sales of vegetable/tomato juice/drinks, 2009 and 2010
Brand Qualities
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- Companies carving out their share
- Coca-Cola removes guesswork with simple ingredients
- Trop50 wins the heart of consumers seeking low-calorie options with natural sweeteners
- O.N.E using coconut water to improve the health of the environment and its consumers
Innovation and Innovators
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- Product innovation peaks in 2010 despite the economy
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- Figure 38: Number of fruit juice and Fruit/Flavored Still Drinks product introductions in the U.S. 2005-10*
- Purity, environmentally friendly packaging, and low-sugar claims prevail
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- Figure 39: Top 10 claims in 100% fruit juice and fruit/flavored still drinks/nectar new product introductions in the U.S., 2007-10
- Low carbon footprint packaging proliferates
- Purity claims evidenced both in juice and juice drinks
- Low/no/reduced sugar
- Flavors from around the world
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- Figure 40: Top ten flavors* in 100% fruit juice and fruit/flavored still drinks/nectars in new product introductions, by major global regions, January 2005-December 2010
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- Figure 41: Top 10 flavors in 100% fruit juice and fruit/flavored still drinks/nectars in new product introductions in U.S., Mexico, Brazil, and Argentina, January 2005-December 2010
Marketing Strategies
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- Overview
- Television ads
- Kool-Aid
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- Figure 42: Kool-Aid, TV ad, 2010
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- Figure 43: Kool-Aid Funfizz, TV ad, 2010
- Minute Maid Lemonade
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- Figure 44: Minute Maid Lemonade, TV ad, 2010
- Ocean Spray
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- Figure 45: Ocean Spray (Multi-Products), TV ad, 2010
- Figure 46: Ocean Spray Juice Drinks, TV ad, 2010
- Simply Orange
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- Figure 47: Simply Orange, TV ad, 2010
- Online and Social media integration
- Coca-Cola’s Simply Orange
- PepsiCo’s TropicanaTrop50
- Tropicana Juicy Rewards
IRI/Builders Panel Data—Key Household Purchase Measures
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- Refrigerated juices: Key household purchase measures
- Overview of refrigerated juices/drinks
- Refrigerated orange juice—consumer insights on key purchase measures
- Brand map
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- Figure 48: Brand map, selected brands of refrigerated orange juice buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 49: Key purchase measures for the top brands of refrigerated orange juice, by household penetration, 2010*
- Refrigerated fruit drink—consumer insights on key purchase measures
- Brand map
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- Figure 50: Brand map, selected brands of refrigerated fruit drink buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 51: Key purchase measures for the top brands of refrigerated fruit drink, by household penetration, 2010*
- Refrigerated blended fruit juice—consumer insights on key purchase measures
- Brand map
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- Figure 52: Brand map, selected brands of refrigerated blended fruit juice buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 53: Key purchase measures for the top brands of refrigerated blended fruit juice, by household penetration, 2010*
- Shelf-stable bottled juices—key household purchase measures
- Overview of SS bottled juices
- SS bottled apple juice—consumer insights on key purchase measures
- Brand map
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- Figure 54: Brand map, selected brands of SS bottled apple juice buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 55: Key purchase measures for the top brands of SS bottled apple juice, by household penetration, 2010*
- SS bottled cranberry cocktail/juice drinks—consumer insights on key purchase measures
- Brand map
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- Figure 56: Brand map, selected brands of SS bottled cranberry cocktail/juice drinks buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 57: Key purchase measures for the top brands of SS bottled cranberry cocktail/juice drinks, by household penetration, 2010*
- SS bottled tomato/vegetable juice/cocktail—consumer insights on key purchase measures
- Brand map
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- Figure 58: Brand map, selected brands of SS bottled tomato/vegetable juice/cocktail buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 59: Key purchase measures for the top brands of SS bottled tomato/vegetable juice/cocktail, by household penetration, 2010*
- 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 60: Brand map, selected brands of aseptic juice drinks buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 61: Key purchase measures for the top brands of aseptic juice drinks, by household penetration, 2010*
- Aseptic juices—consumer insights on key purchase measures
- Brand map
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- Figure 62: Brand map, selected brands of aseptic juices buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 63: Key purchase measures for the top brands of aseptic juices, by household penetration, 2010*
- SS canned juices—key household purchase measures
- Overview of SS canned juices
- Canned vegetable juice/cocktail—consumer insights on key purchase measures
- Brand map
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- Figure 64: Brand map, selected brands of canned vegetable juice/cocktail buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 65: Key purchase measures for the top brands of canned vegetable juice/cocktail, by household penetration, 2010*
- SS canned fruit juice—consumer insights on key purchase measures
- Brand map
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- Figure 66: Brand map, selected brands of canned fruit juice buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 67: Key purchase measures for the top brands of canned fruit juice, by household penetration, 2010*
- Canned juice drinks—consumer insights on key purchase measures
- Brand map
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- Figure 68: Brand map, selected brands of canned juice drinks buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 69: Key purchase measures for the top brands of canned juice drinks, by household penetration, 2010*
Appendix—IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix—Trade Associations
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