Juice in the US

2020 IMPACT

Consumers look for immune support, but total volume decline continues

The juice category saw consistent volume decline in both channels for most of the review period. The category’s story resembled that of carbonates.

100% juice performs well due to its healthy perception

Although juice drinks has remained the largest category within juice in off-trade volume terms in 2020, it has seen the slowest increase in off-trade volume sales in 2020. Whilst juice drinks struggled to achieve growth during most of the review period because of the high sugar content of these products, reduced sugar options have not seemed to be the answer to consumers’ concerns.

Company performances depend on category presence

The Coca-Cola Co has maintained its lead in juice in off-trade value terms in 2020, although it has seen a slight share decline due to the falling shares of its two leading brands, Simply and Minute Maid. Although they are present across several juice categories, these brands both have a strong presence in juice drinks, which has seen the slowest rates of growth in 2020.

RECOVERY AND OPPORTUNITIES

Consumers’ desire for immunity will continue to drive growth for juice

Although the off-trade volume growth rate for juice is set to slow, growth is expected to continue into the first years of the forecast period due to the slow return to the on-trade channel. Consumers are also expected to remain keen to boost their immunity as COVID-19 is likely to remain in the news, which will help to maintain increasing sales.

As the pandemic subsides, sugar concerns will begin to affect sales once again

Whilst sales of juice are expected to grow in the first years of the forecast period, both on-trade and off-trade, both channels are set to return to decline in the latter years. The pandemic brought back many at-home consumption occasions as the vitamin content of such products addressed consumers’ top-of-mind health concerns.

Juice stands to benefit from concerns about digestive health

Unlike some other health trends, interest in digestive health has consistently grown, as evidenced by sales of brands that offer products with added probiotics. Good Belly has been a standout brand within nectars, and demonstrates the potential for juices which promote gut health.