Progressive Grocer - June 2018 - 22

MINTEL CATEGORY INSIGHTS

Global New Products Database

Ready-to-Drink
Juice
Market Overview

The United States maintains the highest per capita consumption of juice in
retail globally, reaching 38.3 liters of
juice per person in 2017, but the market has remained relatively flat over the
past five years.
The Canadian juice market has also
been stagnant, with per capita consumption reaching a total of 18.1 liters
per person in 2017.

Recent product innovation in the North
American juice category has centered
on the environment, with top claims
featured on juice product launches
between February 2017 and January
2018 including recyclable and environmentally friendly packaging, as well as
kosher and no additives/preservatives.

Key Issues

To combat declining juice sales in North
America, brands have been innovating
around category blurring.
Smoothies have an opportunity to take
advantage of snack occasions, with
more than a quarter of juice consumers
in Canada saying that smoothies would
make a good meal replacement.
Coconut water has risen in popularity
as juice brands have been exploring
other sources of water to better meet
the needs of consumers, including
the 44 percent of U.S. juice drinkers
who consider hydration to be the
most appealing attribute when purchasing juice.
Functional juice has also been on
many brands' agendas in an effort
to turn around declining sales, since
nearly half of U.S. juice drinkers show
an interest in juice with added health
benefits such as vitamins.

22

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What Does
It Mean?
Brands may be able
to combat declining
sales by focusing on
developing products
that satisfy various
occasions and
need states that fall
outside the realm of
traditional juice.
An opportunity for
innovation could be
hybrid juice drinks
that provide similar
benefits to competing
categories such as
water and carbonated
soft drinks.
Potential also
exists to promote
functional attributes
of juices, especially
since the segment is
underrepresented,
with only one in five
of all North American
juice launches
featuring some kind
of functional claim in
the 12 months ending
January 2018.


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