Juice in the US

PROSPECTS

Cold-pressed juices thrive in the on-trade and the off-trade

Premiumisation, one of the most significant developments in soft drinks, has manifested itself in juice in the form of cold-pressed juices. Cold-pressed juices, which are processed without pasteurisation and stored refrigerated, hold two advantages over shelf stable juices.

Functionality helps some brands avoid decline

As daily consumption habits among Americans increasingly favour drinking water rather than other types of soft drinks, most juice categories have suffered. The inclusion of fruit in juices, however, has provided functional benefits that contribute to consumers having a perception that certain juices are healthy.

Quality wins over quantity

With consistently declining volume sales in most juice categories, manufacturers are adapting to new consumption preferences which position juice as an indulgence product rather than a beverage intended for daily consumption. This is especially apparent in organic 100% juice, a relatively premium juice category.

COMPETITIVE LANDSCAPE

Coca-Cola sees stalwart brand falter

Sugar concerns are having a negative impact on Minute Maid, Coca-Cola’s main orange juice brand, leading to reduced volume sales. The decline holds true not only for reconstituted 100% juice Minute Maid but also for its not from concentrate 100% juice variants.

Dr Pepper Snapple sees success in declining juice drinks (up to 24% juice)

Juice drinks (up to 24% juice) saw consistent decline in off-trade volume sales over the review period. Most brands have suffered from the reputation that they are composed of artificial ingredients and are high in sugar.

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