Table of Contents
Executive Summary
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- The market
- Sales continue to fall
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- Figure 1: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2010-20
- Slight value growth predicted over 2015-20
- Fruit juice struggling, juice drinks in better health
- Sugar attracts negative attention
- Rising incomes should help to support sales
- Companies and brands
- Fruit juice brands see sales fall in line with segment
- Juice drink leader Ribena sees sales fall, in contrast to category growth
- Smoothie leader Innocent dominates adspend
- Increase in low/no/reduced sugar variants in 2015 following media attention
- Innocent stands out as a brand
- The consumer
- Fruit juice is drunk by almost three in four UK adults
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- Figure 2: Usage of fruit juice, juice drinks and smoothies, by frequency, September 2015
- Fruit juice is seen as better for you by nearly three in four
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- Figure 3: Attitudes towards fruit juice, juice drinks and smoothies, September 2015
- Steps to reduce sugar top enticements
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- Figure 4: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2015
- Sugar is top reason for cutting back/not buying fruit juice/smoothies
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- Figure 5: Reasons for buying less or not buying fruit juice/smoothies, September 2015
- What we think
Issues and Insights
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- NPD looks to tackle consumer concerns on sugar
- The facts
- The implications
- Added value drinks such as vegetable blends and cold-pressed juice can boost the market
- The facts
- The implications
- Catering to the children’s market could prove lucrative for the future
- The facts
- The implications
The Market – What You Need to Know
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- Sales continue to fall
- Slight value growth predicted over 2015-20
- Fruit juice struggling, juice drinks in better health
- Sugar attracts negative attention
- Rising incomes should help to support sales
Market Size and Forecast
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- Market continues to suffer in the wake of sugar scare
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- Figure 6: UK value and volume sales of fruit juice, juice drinks and smoothies, 2010-20
- Forecast
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- Figure 7: Forecast of UK sales of fruit juice, juice drinks and smoothies, by value, 2010-20
- Figure 8: Forecast of UK sales of fruit juice, juice drinks and smoothies, by volume, 2010-20
Segment Performance
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- Fruit juice sees ongoing decline
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- Figure 9: UK value and volume sales fruit juice, 2010-20
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- Figure 10: Forecast of UK sales of fruit juice, by value, 2010-20
- Juice drinks see continued growth
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- Figure 11: UK value and volume sales of juice drinks, 2010-20
- Figure 12: Forecast of UK sales of juice drinks, by value, 2010-20
- Rising prices prop up smoothie sales
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- Figure 13: UK value and volume sales of smoothies, 2010-20
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- Figure 14: Forecast of UK sales of smoothies, by value, 2010-20
Market Drivers
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- Sugar debate continues to impact the market
- Ongoing opportunity for the category to push fruit/veg content
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- Figure 15: Agreement with the statement ‘I eat 5 portions of fruit/vegetables every day’, March 2012-August 2015
- Rising incomes should benefit the market
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- Figure 16: Trends in consumers’ current financial situation compared to a year ago, net of “better off” and “worse off”, July 2011-Sept 2015
- The rise in number of children should provide a boost
Key Players – What You Need to Know
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- Fruit juice brands see sales fall in line with segment
- Juice drink leader Ribena sees sales fall, in contrast to category growth
- Smoothie leader Innocent dominates adspend
- Increase in low/no/reduced sugar variants in 2015 following media attention
- Innocent stands out as a brand
Market Share
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- Fruit juice brands see sales fall in struggling segment
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- Figure 17: UK retail sales of leading brands in the fruit juice market, by value and volume, 2013/14 and 2014/15
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- Figure 18: UK retail sales of leading manufacturers in the fruit juice market, by value and volume, 2013/14 and 2014/15
- Juice drink leader Ribena sees sales fall, in contrast to category growth
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- Figure 19: UK retail sales of leading brands in the juice drinks market, by value and volume, 2013/14 and 2014/15
- Figure 20: UK retail sales of leading manufacturers in the juice drinks market, by value and volume, 2013/14 and 2014/15
- Innocent dominates smoothies, despite sales fall
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- Figure 21: UK retail sales of leading brands in the smoothies market, by value and volume, 2013/14 and 2014/15
Launch Activity and Innovation
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- Fruit juice, juice drinks and smoothies lead soft drinks innovation in 2015
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- Figure 22: New product launches in the UK soft drinks market, by category, 2011-15
- Increase in low/no/reduced sugar variants in 2015 following media attention
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- Figure 23: New product launches in the UK fruit juice, juice drinks and smoothies market, with a low/no/reduced sugar claim, 2011-15
- Stevia provides a way to reduce sugar and calorie content
- Vegetable blends offer a health halo
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- Figure 24: New product launches in the UK fruit juice, juice drinks and smoothies market containing vegetables listed as an ingredient, 2011-15
- Juice drinks continue to explore fortification
- Cold-pressed continues to be referenced
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- Figure 25: New product launches in the UK fruit juice, juice drinks and smoothies market that are described as ‘cold-pressed’ on-pack, 2011-15
- Smoothies look to use coconut milk as an ingredient
Brand Communication and Promotion
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- Advertisers continue to cut back
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- Figure 26: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, 2012-15
- Innocent leads on spend
- Suntory steps up support for Ribena
- Oasis hopes to attract the teen market with honesty
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- Figure 27: Total above-the-line advertising expenditure in the UK fruit juice, juice drinks and smoothies market, by top 10 advertisers (sorted by 2014), 2012-15
- Nielsen Media Research coverage
Brand Research – Fruit Juice, Juice Drinks and Smoothies
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- What you need to know
- Brand map
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- Figure 28: Attitudes towards and usage of selected drink brands, September 2015
- Key brand metrics
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- Figure 29: Key metrics for selected drink brands, September 2015
- Brand attitudes: Youthful brands associated with value
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- Figure 30: Attitudes, by drink brand, September 2015
- Brand personality: Innocent’s product and price earn a more exclusive image
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- Figure 31: Brand personality – Macro image, September 2015
- Tropicana has advantage on taste, Ribena on heritage
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- Figure 32: Brand personality – Micro image, September 2015
- Brand analysis
- Innocent stands out from the crowd and enjoys innovative, ethical image
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- Figure 33: User profile of Innocent, September 2015
- Tropicana more likely to be described as delicious and refreshing
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- Figure 34: User profile of Tropicana, September 2015
- Ribena is a trusted brand, helped by reputation and history
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- Figure 35: User profile of Ribena, September 2015
- Robinsons Fruit Shoot has lower usage than all brands but higher trust than Capri-Sun
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- Figure 36: User profile of Robinsons Fruit Shoot, September 2015
- Oasis lacks standout but has positive scores for experience-based attributes
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- Figure 37: User profile of Oasis, September 2015
- Capri-Sun struggles to engage with older groups
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- Figure 38: User profile of Capri-Sun, September 2015
The Consumer – What You Need to Know
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- Fruit juice is drunk by almost three in four UK adults
- Almost half drink fruit juice once a week or more
- Fruit juice is seen as better for you by nearly three in four
- Fruit and vegetable blends for children and fair trade ingredients appeal
- Steps to reduce sugar top enticements
- Sugar is top reason for cutting back/not buying fruit juice/smoothies
Usage of Fruit Juice, Juice Drinks and Smoothies
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- Fruit juice is the most popular, drunk by almost three in four UK adults
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- Figure 39: Usage of fruit juice, juice drinks and smoothies, September 2015
- Four in 10 drink 100% fruit juice, juice drinks and smoothies
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- Figure 40: Crossover in usage of fruit juice, juice drinks and smoothies, September 2015
- Almost half drink fruit juice once a week or more
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- Figure 41: Usage of fruit juice, juice drinks and smoothies, by frequency, September 2015
- Fruit juice from concentrate is the most popular format
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- Figure 42: Types of fruit juice, juice drinks and smoothies drunk, September 2015
- Just over a quarter have drunk home-made juice/smoothies
- Freshly made in front of you
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- Figure 43: Usage of fruit juice/smoothies freshly made in front of you, September 2015
- Freshly made by yourself
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- Figure 44: Usage of fruit juice/smoothies freshly made by yourself, September 2015
Attitudes towards Fruit Juice, Juice Drinks and Smoothies
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- Nearly three in four users see fruit juice as healthier than CSDs
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- Figure 45: Attitudes towards fruit juice, juice drinks and smoothies, September 2015
- Catering to children’s market would be well received
- Untapped interest in fair trade ingredients …
- … and British ingredients
Fruit Juice, Juice Drinks and Smoothies Enticements
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- Reduced sugar tops enticements
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- Figure 46: Interest in selected fruit juice, juice drinks and smoothies enticements, September 2015
- Cold-pressed varieties appeal to a third
- Opportunities for more interesting ingredients
Buying Habits of Fruit Juice and Smoothies
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- The majority are buying the same amount as six months ago
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- Figure 47: Changes in purchase patterns of fruit juice/smoothies over the last six months, September 2015
- Healthier options drive those buying more
- More than a third have switched from other soft drinks
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- Figure 48: Reasons for buying more fruit juice/smoothies, September 2015
- Concern over sugar content is the top reason for not buying/buying less
- Cost is still an issue for 24%
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- Figure 49: Reasons for buying less or not buying fruit juice/smoothies, September 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Fan chart forecast
Appendix – Market Drivers
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- Figure 50: Trends in the age structure of the UK population, 2010-20
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Appendix – Market Size and Forecast and Segment Performance
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- Figure 51: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by value, 2015-20
- Figure 52: Best- and worst-case forecasts for the total UK fruit juice, juice drinks and smoothies market, by volume, 2015-20
- Figure 53: Best- and worst-case forecasts for the UK fruit juice market, by value, 2015-20
- Figure 54: Best- and worst-case forecasts for the UK fruit juice market, by volume, 2015-20
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- Figure 55: Forecast of UK retail sales of fruit juice, by volume, 2010-20
- Figure 56: Best- and worst-case forecasts for the UK juice drinks market, by value, 2015-20
- Figure 57: Best- and worst-case forecasts for the UK juice drinks market, by volume, 2015-20
- Figure 58: Forecast of UK retail sales of juice drinks, by volume, 2010-20
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- Figure 59: Best- and worst-case forecasts for the UK smoothies market, by value, 2015-20
- Figure 60: Best- and worst-case forecasts for the UK smoothies market, by volume, 2015-20
- Figure 61: Forecast of UK retail sales of smoothies, by volume, 2010-20
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