“There is a modest dollar growth driven by pricing actions and relative base velocity,” he shared in Beverage Industry’s December 2025 issue. “Incremental sales and promotional support have fallen -3.2% from fewer Feature & Display promotions in-store.”

Costagli added that volume trends are declining at 3.7%, 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 said. “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 pointed to consumer trends that were 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 said. “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.”

Mitch Madoff, head of retail partnerships at Keychain, New York, shared in Beverage Industry’s December 2025 issue that the juice market had seen mixed performance over the past year.

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

Consumers increasingly focus on health and wellness, opting for drinks that do more than just taste good, Madoff added.

“They’re choosing options that deliver real perks — from immune support and energy to gut health — and align with their overall lifestyle goals,” he said. “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.”

Aside from sugar reduction and wellness positioning, Madoff stated 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-based, clean-label options that fit into shoppers on-the-go routines,” he explained. “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.”

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

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

“Burned by recent inflationary trends, consumers are paying close attention to current prices, ‘shrinkflation’ and reward brands that provide value,” the report said. “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.”

Mintel’s report noted what consumers want and why.

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

The report also highlighted 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 noted. “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.”

As certain juice and juice drink categories perform well, other formats have struggled, experts noted.

In Beverage Industry’s December 2025 issue, NIQ’s Costagli shared that orange juice remained 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 said. “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.”

Data from Circana, Chicago, for  the 52 weeks ending April 19, shows that the shelf stable bottled fruit drinks category reached sales of $2.7 billion, down 2.8% from the same time last year. Top brands within the shelf stable bottle fruit drinks category were Snapple, Hawaiian Punch, Sunny Delight, Good 2 Grow and AriZona.

Within the same time frame, Circana reports that the refrigerated orange juice category experienced growth of 2.4% from that same period last year, seeing $3.6 billion in sales.

Keychain’s Madoff noted in Beverage Industry’s December 2025 issue, 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 shared. “RTD shots and smoothies are also trending as quick, nutritious options for people on the go.”

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

“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 said.

Moreover, Madoff pointed 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 expressed. “With the MAHA movement pushing for cleaner labels, shoppers are paying closer attention to what’s in their drinks and gravitating toward naturally sweetener or low-sugar options.”

Madoff shared that the Keychain platform had seen brands like Honest Kids Apple Juice gain stronger engagement from health-conscious consumers who want great flavor without the extra sugar.

Inflation has impacted the category as well, experts noted.

“Inflation has driven price-led growth but weakened demand in the juice market,” Costagli said, in Beverage Industry’s December 2025 issue.  “Average EQ prices rose 19% in three years, while overall volume fell 4.1% CAGR. Juice inflation peaked near plus 10% and remains high as plus 4.6%, outpacing FMCG and beverages.”

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

Keychain’s Madoff shared similar thoughts.

“Inflation has squeezed traditional juice sales as consumers watch their spending and cut back on nonessential items,” Madoff noted in Beverage Industry’s December 2025 issue. “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.”

Further, Madoff noted that fortification trends were proliferating throughout the juice market, as such juices are going beyond basic vitamin boosts and brands focus on specific functions.

“Immunity and gut health remain top priorities, driving demand for products with added vitamin C, zinc and probiotics,” he said. “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 added, 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 shared.

Meanwhile, NIQ’s Costagli said 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 noted   in Beverage Industry’s December 2025 issue. “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.”

When sharing predictions for the future of the juice market, experts emphasized 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 said  in Beverage Industry’s December 2025 issue. “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 expected tariffs, fruit tree disease, Supplemental Nutrition Assistant Program (SNAP) reductions and other macro factors to 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 shared in Beverage Industry’s December 2025 issue. “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 said.

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, according to the Mintel report.

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

Furthermore, Mintel’s report stated that innovation will drive growth for the juice category going forward.

“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 noted.

The report also anticipated the market to experience growth of 1.7% in 2025, with long-term growth of 7% through 2030.