Prior to the COVID-19 pandemic, sales of juice were struggling overall, mainly due to the association of juice with high sugar content. With lockdowns in place throughout most of 2020 and the first third of 2021, the value consumption of juice in the off-trade was positive in both years.
Off-trade value sales of juice drinks have historically been decreasing on a yearly basis, and this continued in 2020 and 2021, even with the channel shift from the on-trade to the off-trade. This decline has mostly been due to the perception of the category as an artificial and sugary juice option, impacting sales of top brands such as Oasis, Capri-Sun and Ribena.
Despite the full lockdown in the first quarter of 2021, which had a strong negative impact on sales of on-the-go formats, Innocent, which is strongly focused on this format, managed to maintain its leadership in 2021. However, Tropicana, which is stronger in larger formats in the main retailers, had a more positive performance throughout the pandemic, and also maintained its position amongst the top juice brands in the UK.
As most soft drinks, on-trade sales of juice suffered a severe impact in 2020, due to the closure of most restaurants, bars and cafés throughout 2020 and the first third of 2021. Restrictions started to be more relaxed from around May 2021, and with the high vaccination rate in the UK, the overall population slowly started to feel more confident and became more willing to have meals at on-trade establishments, also positively impacting the consumption of juice.
The UK government has been implementing measures to tackle obesity in the UK, firstly with the introduction of the soft drinks industry levy (SDIL), and more recently with the announcement of restrictions on promotions of products high in fat, sugar and salt (HFSS). These new measures will have a direct impact on juice, which usually contains high amounts of sugar.
The pandemic has strengthened consumers’ awareness of their health, and consequently of the products they consume. Their wellbeing has become a stronger priority, increasing the demand for products that can help consumers feel better.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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