Juice in the US

2021 DEVELOPMENTS

100% juice returns to volume decline but juice drinks continues growing

In 2020, 100% juice had seen its first improvement in retail volume sales in over a decade, thanks largely to stockpiling behaviour during the pandemic. Another reason for improved sales was the increase in consumer interest in products with potential immune benefits, with demand spiking for vitamin C and vitamin D from fruit juice (as well as from supplements and other fmcg industries).

Organic certification and functionality contribute to success

While interest in immune support and vitamin content triggered growth in most juice categories in 2020, this benefit was limited in 2021 to brands making specific claims about product and ingredient functionality. Both fortified 100% juice and fortified juice drinks were growing in 2021, while added vitamin claims have increased in popularity, according to Euromonitor International’s Product Claims and Positioning System.

Coconut water sees a turnaround

With 2019 being a difficult year for coconut water, many analysts expected the category’s turnaround in 2020 to be a temporary phenomenon resulting from stockpiling. 2021, however, has seen the category continue its growth at an even stronger pace.

PROSPECTS AND OPPORTUNITIES

Organic juices will continue to grow

Organic juice drinks will continue to be one of the most dynamic product areas over the forecast period as juices with relatively low concentrations of juice but high-quality ingredients and often functionality are launched on the market. Lemon Perfect, a new brand with zero sugar and a very low calorie count that is claimed to contain hydrating electrolytes and essential antioxidants shows the popularity of lightly flavoured juices that use high-quality ingredients.

Juice bars will see a recovery in forecast period

On-trade growth will return for not from concentrate 100% juice in current value terms, reflecting the partially resurgent success of juice bars specialising in organic, cold-pressed and other made-to-order juices. These juice bars will continue to specialise in niche high-end products, which is pushing growth in unit price in on-trade value sales of not from concentrate 100% juice.

PepsiCo’s sale of Tropicana represents a major shake-up in the juice category

On 3 August 2021, PepsiCo announced the USD3.3 billion sale of its Tropicana and Naked fruit juice businesses to the French private equity firm PAI Partners, while retaining a non-controlling stake in a new joint venture for the brands.