The juice and juice drinks category has been challenged to maintain its share of the beverage market as consumers look for products that contain less sugar. On the upswing, juice concentrates experienced dollar sales increases of 4.5 percent for the 52 weeks ending May 14 in U.S. multi-outlets and convenience stores, and shelf-stable bottled juices were up 1.1 percent for the same timeframe, according to Chicago-based Information Resources Inc. (IRI). However, IRI data indicates that dollar sales for aseptic juices were down 0.7 percent, canned juices were down 1.6 percent and refrigerated juice/juice drinks were down 1.5 percent.
“Volume sales in the U.S. continued to decline in 2016 as consumers turned away from juices due to concerns about their high sugar content,” states Chicago-based Euromonitor International in its February 2017 report titled “Juice in the US.” “… In spite of this decline, areas of opportunity in the juice category have been seen, particularly in the premium segment via ‘raw juices’ (unpasteurized), cold-pressed (or HPP) juices, fringe juices like coconut water and other plant waters, and juice smoothies. While also affected by a high sugar content, the natural and healthy positioning of these juices has enabled them to prosper, driving up average unit price by 2 percent in 2016.”