In a memorable moment from “The Sopranos,” Tony Soprano follows his wife, Carmela, around the house while she’s on the phone so he can complain about the orange juice she bought. “This says ‘With Pulp,’” he tells her, pointing to a carton of orange juice. “You like it with pulp,” Carmela responds. “Not this much,” Tony says. “I like the one that says ‘Some Pulp.’” Instead of saying anything, Carmela throws the phone at him.

This scene, although packed with spousal tension, highlights the varying types of juice preferences and the different juice offerings from brands. With evolving consumer preferences comes an evolving category, experts note.

Chris Costagli, vice president of food thought leadership at NielsenIQ (NIQ), Chicago, notes that the juice category is losing traction, while promotional support has been weak.

“There is a modest dollar growth driven by pricing actions and relative base velocity,” he says. “Incremental sales and promotional support have fallen -3.2% from fewer Feature & Display promotions in-store.”

The volume trends are declining at 3.7%, Costagli adds, driven by reduced distribution and lower promotional support.

“Temporary price decreases offer some stock up opportunity and slightly lessen pricing pressures on consumers’ wallets,” he states. “Relying on price increases alone won’t reverse the trends; strategies to boost base demand and optimize promotional effectiveness are needed for this category to recover traction.”

Costagli points to consumer trends that are affecting the juice market, including demand for clean-label and health-forward options, favoring juices with no added sugar, natural sweeteners and products that are free from artificial ingredients.

“Juice is increasingly used as a natural sweetener or natural flavoring in other beverage categories (e.g., sparkling water, tea, soft drinks), reinforcing its relevance,” Costagli says. “Emerging interest in functional ingredients like mushrooms and l-theanine is growing, though still niche. Fortification trends focus on health support (e.g., hydration, bone health) and clean label claims, rather than probiotics or protein.”

Costagli again points to the use of mushrooms and l-theanine in formulations as  “trends to watch.” The growth rate of the niche products is high, however; he notes that sales are still under $10 million.

Mitch Madoff, head of retail partnerships at Keychain, New York, feels that the juice market has seen mixed performance over the past year.

“Traditional juices and concentrates have stayed mostly flat as consumer interest in standard juice is declining,” he notes. “Meanwhile, functional and enhanced beverages are gaining traction as more people look for drinks that deliver added health benefits.”

Consumers increasingly are focused on health and wellness and opt for drinks that do more than just taste good, Madoff adds.

“They’re choosing options that deliver real perks — from immune support and energy to gut health — and align with their overall lifestyle goals,” he shares. “Convenience is also key. Ready-to-drink (RTD) functional shots like So Good So You’s Detox Pineapple Orange Probiotic Juice Shot are gaining popularity because they fit easily into busy days, making it simple for consumers to stay on track with their routines.”

Beyond sugar reduction and wellness positioning, Madoff states that social media and lifestyle shifts are playing a “big role” in shaping the juice category.

“TikTok and Instagram are driving awareness of functional ingredients and ‘better-for-you’ products, fueling demand for plant-base, clean-label options that fit into shopper’s on-the-go routines,” he explains. “Sustainability and ethical sourcing are also growing in importance, especially among younger consumers, who want their beverages to align not just with their personal health, but with broader lifestyle values.”

Madoff says the overarching trend is clear: success now comes from offering products that support health, convenience and values in a single package.

In an August report from Chicago-based Mintel titled “Juice and Juice Drinks – US – 2025,”  Naira Sato, head of LATAM reports states that consumers continue to opt for juices that “offer both health benefits and a sense of fun.” However, the report also notes that consumers still seek value.

“Burned by recent inflationary trends, consumers are paying close attention to current prices, ‘shrinkflation’ and reward brands that provide value,”  it states. “Despite rising prices in the juice category, consumers continue to seek products that deliver both health benefits and a sense of enjoyment. Functional juices and playful branding remain key drivers of engagement, especially among younger consumers.”

The report delves into what consumers want and why.

“Across consumer groups, the largest proportion of juice purchasers are looking for traditional, unadulterated, pure juices,” it states.

The Mintel report also highlights the importance of sugar-free and reduced sugar options within the juice category, as well as added functional benefits.

“Sugar content shows up as one of the leading sources of hesitation behind sustained or increased juice consumption — particularly among younger consumers who are acutely aware of concerns about excessive sugar consumption,” the report notes. “Younger consumers are likely to see juices — particularly those with functional claims — as interchangeable with other NABs (non-alcoholic beverages). Creating novel benefits, flavor profiles and taste experiences that are only possible when a product is mixed with juice will drive trial and appeal.”

A juicy performance

Due to shifting consumer preferences, certain juice and juice drinks are performing well. Other juice formats are struggling.

NIQ’s Costagli shares that orange juice remains the top dollar sales-performing type of juice, but declines in equivalized sales (EQ) could signal pricing pressures on shifting consumer interest.

“Additional pressures from tariffs and declining crop yields are only further complicating the orange juice category,” he says. “Alternatively, multi-packs of variety flavors, as well as mango, citrus and pomegranate juices, are all seeing dollar and EQ gains. Flavor blends including lemonade, cranberry, berry and orange are struggling, suggesting consumers want classic juice flavors over unique blends.”

Keychain’s Madoff notes that juices with a functional twist are leading the pack, especially those that blend familiar fruit flavors with health perks.

“Keychain shows drinks like Suja’s Cold-Pressed Lemon Ginger and Pineapple Probiotic are hitting the sweet spot by combining great taste with immunity support,” he says. “RTD shots and smoothies are also trending as quick, nutritious options for people on the go.”

Meanwhile, Madoff says that traditional single-fruit juices, like plain orange, apple or grape, are losing traction.

“Consumers still enjoy those fruity flavors, but they expect them to come with an extra boost, whether that’s in the form of vitamins, probiotics or natural energy support,” he adds.

Moreover, Madoff points to sugar reduction trends as affecting the juice market.

“Sugar reduction has become one of the biggest influences shaping the juice category as consumers grow more cautious about artificial ingredients and added sweeteners,” he says. “With the MAHA movement pushing for cleaner labels, shoppers are paying closer attention to what’s in their drinks and gravitating toward naturally sweetened or low-sugar options.”

On Keychain’s platform, Madoff says the platform has seen brands like Honest Kids Apple Juice gain stronger engagement from health-conscious consumers who want great flavor without the extra sugar.

Meanwhile, NIQ’s Costagli notes that sugar is the top ingredient that Americans are watching in food and beverages overall, and juice and juice drinks are no exception.

“No-added-sugar products are outperforming added-sugar products,” he notes. “The same is true for juices and juice drinks that are free from artificial sweeteners (outperforming items with artificial sweeteners) and products that contain natural sweeteners (outperforming products without natural sweeteners).”

The trend is seen across categories as other markets turn to juice as natural sweetener and flavor enhancer, Costagli adds. As an example, he notes that sparkling water with juice outperforms sparkling water.

“The trend is more drastic when considering tea with juice and soft drinks,” Costagli says. “While these cross-category combinations are small, it speaks to the staying power and relevance of juice in the U.S. market.”

Inflation has impacted the juice and juice drinks category as well.

“Inflation has driven price-led growth but weakened demand in the juice market,” Costagli states. “Average EQ prices rose 19% in three years, while overall volume fell 4.1% CAGR. Juice inflation peaked near plus 10% and remains high at plus 4.6%, outpacing FMCG and beverages.”

He expects this pricing trend to continue into 2026, with fruit tree disease and tariffs disrupting the supply chain.

Keychain’s Madoff shares similar thoughts.

“Inflation has squeezed traditional juice sales as consumers watch their spending and cut back on nonessential items,” he says. “Still, functional and enhanced beverages have held up better. Many shoppers now view ‘premium’ as less about indulgence and more about value, choosing products that support their health.

“Drinks that offer tangible wellness perks continue to justify a higher price even in a tougher economic climate,” Madoff continues.

Fortification trends are proliferating throughout the juice market, Madoff notes, as such juices are going beyond basic vitamin boosts, as brands are now focusing on specific functions.

“Immunity and gut health remain top priorities, driving demand for products with added vitamin C, zinc and probiotics,” he says. “Evolution’s Fresh Defense Up is a great example — it’s gaining attention for combining recognizable fruit flavors with functional ingredients people want.”

Focus and energy are gaining traction as well, Madoff adds, with brands like V8 +Energy blending juice with natural caffeine to fuel busy and active lifestyles.

“Today’s shoppers are seeking beverages that deliver clear, tangible wellness outcomes, from daily immune support to digestive balance and sustained vitality,” he notes.

Meanwhile, NIQ’s Costagli says that the hot topics of the beverage world are different when considering juices and juice drinks.

“The hold of probiotics hasn’t taken over, but marketers are really leaning into health-based (diabetes support, hydration support and bone health) and clean label claims,” he shares. “Non-GMO, free from artificial sweeteners and free-from artificial ingredients are all outpacing overall category growth. This trend aligns with other key food and beverage categories as MAHA continues to press for cleaner labels.”

Unfolding the future

As for the future of the juice and juice drinks market, experts emphasize that the market will have to evolve along with consumer preferences.

“The future of juice isn’t just about sweetness anymore — it’s about function,” Keychain’s Madoff says. “The market will likely continue to split, with traditional juices staying relatively flat while functional-focused drinks keep gaining momentum. Brands that innovate with health-driven ingredients, convenient formats and clean-label positioning are the ones that will stay on top, winning consumer attention, loyalty and market share.”

NIQ’s Costagli expects tariffs, fruit tree disease, Supplemental Nutrition Assistance Program (SNAP) reductions and other macro factors will continue to impact the juice segment and all fast-moving consumer goods (FMGC) categories into 2026.

“The juice and juice drink market has some big hurdles ahead, but there is still opportunity for growth,” he shares. “Manufacturers and retailers should focus on highlighting the health benefits of juice, investing in innovation that aligns with consumer trends around lower sugar content and natural ingredients, and moderating pricing action when it’s feasible.”

Mintel’s juice report anticipates slow growth outpaced by inflation.

“Loyal category consumers continue to purchase their go-to juice flavors and product types, readily switching brands as prices fluctuate to keep their family budgets in line,” it says.

Within the next few years, Generation Z and millennial consumers, who are most concerned about sugar content in juice, are likely to substitute juice for other NABs, the Mintel report shares.

“Juices will continue to lose out to ‘close competitors,’ unless they are able to offer more appealing, sugar-free, multitasking products,” it says.

Moreover, Mintel’s report states that innovation will drive growth for the juice category in the future.

“Doubling down on innovation and winning with younger, more diverse consumers who show a higher likelihood to become juice loyalists, the juice category can return to more robust growth, but will continue to be challenged by supply-driven cost pressures,” it notes.

Further, the report anticipates the market to experience growth of 1.7% in 2025, with long-term growth of 7% through 2030. It also shares opportunities for the juice market.

“While breakfast remains the primary occasion for juice consumption across most types, hybrid juice beverages are increasingly consumed during lunch and dinner,” the report states. “In the case of juice drinks, consumption during lunch and dinner is nearly on par with breakfast. This shift presents an opportunity for brands to expand usage occasions by positioning products with functional benefits — such as aiding digestion — to better align with other mealtime moments.”

Additionally, Mintel’s report notes that juice drinks can offer a more budget-friendly, low-sugar alternative to 100% juices.

“Juice drinks usually have a better price point than 100% juice, and with several factors impacting the juices market, it’s expected that consumers will start looking for more accessible options,” it states. “As they have less juice concentration in their products, juice drinks also have less sugar — something that can attract consumers to buy this segment over 100% juice, since 61% would drink more juice/juice drinks if they weren’t worried about sugar.”

The report concludes by urging beverage-makers to connect with Gen Z “through fun and wellness.”

“Gen Z consumers view juices and juice drinks not only as healthy options, but also as a fun and expressive category,” it notes. “To better connect with this audience, brands can enhance their appeal through playful packaging, vibrant visuals and engaging communications strategies that reflect Gen Z’s desire for both wellness and enjoyment.”