Healthier Options Make Juice Sales Juicier
July 1, 2005
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Healthier Options Make Juice Sales Juicier
Last year, the juice segment was bruised by the “low-carb” movement, which saw carb-conscious dieters turn away from juices in favor of lower sugar alternatives. While most major juice brands now have a line designed to appeal to low-carb dieters, the low-carb bubble has burst.
But juice manufacturers that committed to the low-carb
movement are turning lemons into lemonade by tweaking their products to
court not just the remaining carb-conscious consumers, but also those who
have a general interest in good health. This strategy seems to be working.
Refrigerated juices and juice drinks turned in a 0.3 percent increase in
sales for the year ending June 12, 2005, which is improved from the more
than 2 percent the category was down last year. Bottled juices and aseptic
juices both have seen a decrease in sales – down -1.8 percent and
-4.3 percent, respectively.
| Top bottled juices by brand | ||||
| Brand | Dollar Sales | % Change Vs. Prior Year | Market Share | % Change Vs. Prior Year |
| Ocean Spray Cranberry Cocktail/Juice Drink | $314,980,600 | -5.3 | 9.1 | -0.3 |
| Private Label Apple Juice | $198,880,400 | 0.4 | 5.8 | 0.1 |
| Libby’s Juicy Juice Fruit Juice Blend | $182,201,000 | 6.9 | 5.3 | 0.4 |
| Welch’s Grape Juice | $138,560,900 | -13.8 | 4.0 | -0.6 |
| Private Label Cranberry Cocktail/Juice Drink | $128,025,000 | -3.1 | 3.7 | 0.0 |
| V8 Tomato/Vegetable Juice/Cocktail | $120,289,600 | -1.0 | 3.5 | 0.0 |
| Hawaiian Punch Fruit Drink | $99,589,180 | -15.1 | 2.9 | -0.4 |
| Ocean Spray Light Cranberry Cocktail/Juice Drink | $73,616,150 | 13.4 | 2.1 | 0.3 |
| Tropicana Twister Fruit Drinks | $69,311,210 | -21.0 | 2.0 | -0.5 |
| Mott’s Apple Juice | $67,035,880 | -1.0 | 1.9 | 0.0 |
| Category Total | $3,453,712,000 | -1.8 | ||
| Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005 | ||||
New health-conscious products that helped turn the
juice category around include Pepsi-Cola North America’s portfolio of
100 percent juices and its new line of 50 percent juices called Dole
Lights. New Dole Lights are lower in calories and carbohydrates and contain
half the sugar of regular juices. Sweetened with sucralose, Dole Lights
qualify for PepsiCo’s “Smart Spot” health label.
Additionally, Tropicana, which added Light ‘N Healthy with Pulp to
its Light ‘N Healthy juice line, partnered with Weight Watchers to
put the Weight Watchers Points value on the packaging.
| Global juice drink sales(millionS of dollars) | |||
| Subsector | 2004 | Forecast 2005 | |
| Fruit/vegetable juice | $93,107.1 | $96,498.2 | |
| 100% juice | $52,084.1 | $53,323.1 | |
| Nectars (25-99% juice) | $15,998.1 | $16,859.4 | |
| Juice drinks (up to 24% juice) | $24,225.4 | $25,502.5 | |
| Fruit-flavored drinks (no juice content) | $799.5 | $813.2 | |
| Source: Euromonitor International, 2005 | |||
Apple & Eve, Port Washington, N.Y., weathered the
low-carb craze partly because of its 100-percent juice contents. Earlier
this year, the company introduced a new line of Tropicals 100 percent juice
blends to complement the company’s existing lineup of 100 percent
apple juices and cranberry juice blends. Each Tropicals variety –
Strawberry Passion Mango, Orange Tangerine, Pineapple Orange Banana and
Mango Passion – contains 100 percent of the RDI for vitamin C and the
juices contain no added sweeteners.
Welch’s, Concord, Mass., recognized its
consumers’ concerns over health and wellness with its Light line.
Welch’s Light White Grape, Light Grape and Light White Grape Peach
Juice Cocktails have 70 calories per serving and deliver vitamin C and 10
percent of the recommended daily intake for calcium. For those who may be
especially conscious of their sugar, carbohydrate or caloric intake,
Welch’s Light Juice Cocktails are sweetened with Splenda.
Cadbury Schweppes’ answer to health-conscious
consumers was to release Mott’s Plus – a new line of fortified
juices and drinks. Mott’s Plus for Kids’ Health, available in
Apple Grape and Apple Punch, is 100 percent juice and is fortified with 100
percent of the recommended daily allowance of vitamin C, 10 percent of
vitamin A and 10 percent of calcium. Cadbury Schweppes also added
Mott’s Plus Light, a new apple juice beverage made for adults. The
product has half the calories and sugar of regular 100 percent apple juice
and is fortified with a full day’s supply of vitamin C. Mott’s
Plus Light contains 50 percent juice and is sweetened with Splenda.
Adding another marketing point to its 100 percent juice
blends, Ocean Spray, Lakeville-Middleboro, Mass., will introduce a new line
of Organic 100 percent Juice Blends this fall. Without any added
preservatives, sugars or artificial flavors, Ocean Spray’s organic
juices are available in three 100 percent juice flavors: Cranberry,
Cranberry Blueberry and Cranberry Raspberry. All Ocean Spray Organic 100
percent Juice Blends are certified USDA Organic and carry the seal. Ocean
Spray also will be rolling out a new all-natural product line this fall
that includes Ocean Spray 100 percent Pure Unsweetened Cranberry Juice.
Already in the organic juice market, Uncle Matt’s
Organic added Uncle Matt’s Organic 100 percent Pure Florida Orange
Juice, Calcium + Vitamin D, to the lineup. The not-from concentrate juice
is made from a blend of Hamlin and Valencia oranges, is flashed pasteurized
and contains 30 percent of the recommended daily intake of calcium and 25
percent of vitamin D per serving – as much as a glass of milk.
According to the company, it is the first vitamin D-fortified orange juice
in the organic segment.
In an attempt to appeal to older youth by bringing them
the taste of Hi-C Blast in a package they prefer, Coca-Cola North America
released a single-serve package of Hi-C Blast in a 12-ounce plastic bottle
multi-pack. The move is consistent with the brand’s strategy to
increase the appeal of the Hi-C Blast brand to teens. BI
| Top boxed juice drinks by brand | ||||
| Brand | Dollar Sales | % Change Vs. Prior Year | Market Share | % Change Vs. Prior Year |
| Capri Sun | $332,848,900 | -3.8 | 40.5 | 0.2 |
| Kool Aid Jammers | $88,248,660 | 0.4 | 10.7 | 0.5 |
| Hi C | $77,408,910 | -13.5 | 9.4 | -1.0 |
| Libby’s Juicy Juice | $67,084,690 | 9.2 | 8.2 | 1.0 |
| Minute Maid Coolers | $44,908,510 | -14.3 | 5.5 | -0.6 |
| Hi C Blast | $25,738,710 | -20.3 | 3.1 | -0.6 |
| Capri Sun Fruit Waves | $20,841,040 | 397.0 | 2.5 | 2.0 |
| Minute Maid Premium | $18,038,200 | -0.9 | 2.2 | 0.1 |
| Minute Maid | $17,977,080 | -15.8 | 2.2 | -0.3 |
| Hi C Sour Blast | $14,335,110 | 163.7 | 1.7 | 1.1 |
| Category Total | $822,382,000 | -4.3 | ||
| Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005 | ||||
| Top refrigerated juices by brand | ||||
| Brand | Dollar Sales | % Change Vs. Prior Year | Market Share | % Change Vs. Prior Year |
| Tropicana Pure Premium Orange Juice | $1,144,871,000 | -5.2 | 29.2 | -1.7 |
| Private Label Orange Juice | $412,168,300 | -5.4 | 10.5 | -0.6 |
| Minute Maid Premium Orange Juice | $401,724,500 | -8.0 | 10.3 | -0.9 |
| Florida’s Natural Orange Juice | $245,277,600 | 4.7 | 6.3 | 0.3 |
| Sunny Delight Fruit Drink | $194,645,200 | -3.4 | 5.0 | -0.2 |
| Simply Orange Orange Juice | $165,994,600 | 21.5 | 4.2 | 0.7 |
| Dole Blended Fruit Juice | $99,949,180 | -1.7 | 2.6 | -0.1 |
| Tampico Fruit Drink | $94,508,350 | -7.8 | 2.4 | -0.2 |
| Minute Maid Premium Fruit Drink | $79,438,320 | -1.6 | 2.0 | 0.0 |
| Welch’s Fruit Drink | $70,421,620 | 1.0 | 1.8 | 0.0 |
| Category Total | $3,916,260,000 | 0.3 | ||
| Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 12, 2005 | ||||
