Juice in the US

PROSPECTS

Juice drinks records surprising positive movement in 2019

Long-declining juice drinks saw growth in value sales in 2019 thanks to the notable performance of the Bai brand. While the overall category continues to be dogged by health and wellness trends which favour waters, juice drink brands which contain less or no sugar and have added functionality have managed to see growth in 2019.

Coconut water decline accelerates

Once the lone symbol of hope for the juice category, coconut waters saw increased decline in 2019, falling victim to rapidly shifting trends. Touted for its hydration functionality, coconut water has had its limelight stolen by beverages with similar hydration credentials.

Juice stands to benefit from popularity of digestive health support

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

COMPETITIVE LANDSCAPE

Keurig Dr. Pepper cements second position

Through brand acquisitions and some brands that are outliers in their categories, Keurig Dr. Pepper has moved from being the fourth largest player in juice in 2016 to the second largest in 2019.

Convenience stores and traditional grocery compete for premium juice consumers

Cold-pressed juice in the US was once the exclusive domain of on-trade juice bars and restaurants. As these products have gained in popularity in recent years, manufacturers have attempted to lure premium juice drinkers into convenience stores, grocery stores and other typical off-trade locations for juice purchases with new premium juice options.

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