Although a staple within the North American beverage market, the juice and juice drinks category has been challenged as other beverage categories have emerged as go-to options for consumers in terms of hydration and refreshment. Chicago-based Mintel highlights the obstacles that the juice market has faced against these other categories in its June 2018 report titled “Juice and Juice Drinks – US.”

“Competition from other drinks is hurting juice sales,” the report states. “Consumers do not have as strong associations with juice as they do with other beverages. For example, if a consumer wants hydration, he’ll likely choose water over juice.