American consumers’ juice and juice drink preferences are shifting as consumer interest in healthy options increases and multicultural households make a larger impact on the market.
According to data from Packaged Facts, orange juice consumption fell 3.6% between 2007 and 2012, with frozen orange juice suffering a 14.7% decline in sales. Rates for other fruit juices saw double-digit gains, though, and tomato and other vegetable juice consumption rose by nearly 20%. Refrigerated drinks such as Sambazon blended fruit juice and V8 Fusion had sales nine and seven times those of a year ago, respectively. Additionally, a smoothie fad is likely the reason for a 35%, $98.4 million, sales increase during the 52-week period ending January 27 for refrigerated drinks labeled as “juice and drink smoothies” by SymphonyIRI.
Despite only representing a third of U.S. households, multicultural households are more likely to include children and account for 47% of daily household juice consumption. The preferences of these households are likely to be a driving force on sales trends going forward.
Though mass-market sales (excluding Walmart) of juice and juice drink products were relatively flat for the 52-week period, the market is expected to grow and exceed $21 billion in 2017. Additionally, consumers seem to be buying more juices and juice drinks from grocery stores and supermarkets, with 53% of retail sales coming from those stores compared to 29% from Walmart and other supercenters/mass merchandisers.
Juice and juice drink consumption rates for six categories during the 52-week period ending January 27, 2013, are as follows:
1. Overall fruit juice and juice drink consumption: +5.2%
2. Orange juice: -3.6%
3. Frozen orange juice: -14.7%
4. Non-OJ fruit juices and juice drinks: +11.8%
5. Tomato and other vegetable juices: +19.3%
6. Juice and drink smoothies: +35%
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