Juice and Juice Drinks: The Consumer - US - January 2011

Juice and juice drinks consumption has remained stable during 2008-10, and the market has struggled to gain consumers. In fact, the recession has dampened consumption in certain consumer groups and the market appears to remain stuck in traditional occasions of consumption, primarily as a morning breakfast drink and a drink to be stuffed in kids’ lunch boxes.

Table of contents

Scope and Themes
What you need to know
Definition
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Household juice and vegetable consumption remains unchanged
Black and Hispanics offer growth opportunities
Economy dictates purchase behavior; packaging important in purchase decision
Orange/grapefruit are morning flavors; not so popular at any other time of the day
Kids aged 6-11 are most important juice/drinks consumer; influence parents in choosing flavors
Teens show decline in juice consumption, as well as that of other beverages
Insights and Opportunities—A Consumer-centric View
Position fruit juice as a healthy alternative to sport drinks
Inspire Insights
Trend: “Alpha Mom”
Market Drivers—Health and Wellness
Obesity rates steady, but still a cause of concern
Figure 1: Percentage of population aged 20+ who are overweight or obese* or extremely obese, 1988-2008
Obesity affects over a third of all children and teens aged 6-19
Figure 2: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
Let’s Move program likely to influence choices within juice/drinks market
High-fructose corn syrup, a negative impact sweetener
Market Drivers—Demographic and Economic Factors
Households with children are key driver in juice and juice drinks market
Figure 3: Households by presence of children, 1999-2009
Kids’ population growth lower during 2011-16, compared to 2006-11
Figure 4: Population of kids aged 6-11, 2006-16
Teen population promises no growth during 2006-11; better outlook during 2011-16
Figure 5: Teen population by age, 2006-16
Black and Hispanics are growth-driving population groups
Figure 6: Population by race and Hispanic origin, 2006-16
High unemployment rate continues to hamper consumer spending
Figure 7: Employment status of the civilian non-institutional population 16 years and over, 2000-10
Key juice/drinks consumer—teens, blacks, and Hispanics—hit hard by unemployment
Figure 8: Unemployment status among civilian non-institutional population, by age, gender and race/Hispanic origin, December 2009-December 2010
Juice and Juice Drinks—Usage and Frequency of Use
Key points
Household juice/drinks consumption remains unchanged
Figure 9: Incidence of household fruit juice/juice drinks consumption, by type, May 2005-June 2010
Personal consumption incidence of 100% juices equals that of drinking regular soda
A third of all adults drink pre-prepared juice drinks, and over a third consume powdered juice drinks
Women less active than men in the juice/drinks market
Juice/drinks consumption declines with age
Households with children and/or more people are key consumers
Unemployed are less likely to use juice/drinks, compared to those employed
Figure 10: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by key demographics, September 2010
Household volume consumption of juice/drinks picks up during 2008-10
Figure 11: Household volume consumption* of different types of juices on an average day, May 2005-June 2010
Figure 12: Household volume consumption* of different types of juices, by age, household income, number of people in household, presence of children, April 2009-June 2010
Orange Juice: Brands, Form of Packaging, Types, and Kinds
Tropicana most consumed orange juice brand; Minute Maid a distant second
Figure 13: HH orange juice consumption brand/private label, by presence of children, April 2009-June 2010
Carton is the most popular packaging for orange juice
Figure 14: HH orange juice consumption by the form of packaging, by number of people in household, April 2009-June 2010
Most households are likely to purchase refrigerated/chilled orange juice
Figure 15: HH orange juice (bottles/cans/cartons) consumption by status of refrigeration, by presence of children, April 2009-June 2010
Most households are likely to use original/regular orange juice
Figure 16: HH orange juice consumption by type, by presence Of children, April 2009-June 2010 Other Fruit Juice/Drinks: Brands, Form of Packaging, Type, and Refrigeration Ocean Spray is the top brand choice in other fruit juice/drinks Figure 17: Other fruit juice/juice drinks consumption by brand/private label, by presence of children, April 2009-June 2010 Most households use other juice/drinks refrigerated/chilled Figure 18: Other fruit juice/juice drinks consumption by form (frozen and refrigerated), by household income, April 2009-June 2010 Diet fruit juice/drinks have low penetration Figure 19: Other fruit juice/juice drinks consumption by regular vs. diet, by number of people in household, April 2009-June 2010 Bottle is the most used packaging type in other juice/drinks Figure 20: HH other fruit juice/juice drinks consumption by form of packaging, by number of people in household, April 2009-June 2010 Apple is the top flavor choice in other juice/drinks Figure 21: HH other fruit juice/juice drinks consumption by fruit flavor, by age, April 2009-June 2010 Figure 22: HH other fruit juice/juice drinks consumption by fruit flavor, by presence of children, April 2009-June 2010 Frozen Orange Juice: Usage by Brands and Type Minute Maid outpaces Tropicana as the top frozen orange juice brand Figure 23: HH frozen orange juice consumption by brands, by age, April 2009-June 2010 Frozen orange juice consumption by type—original most popular Figure 24: HH frozen orange juice consumption, by type, by presence of children, April 2009-June 2010 Tomato and Vegetable Juice: Brands V8 commands lion’s share in tomato/vegetable juice segment Figure 25: HH tomato/vegetable juice consumption by brands, by household income, April 2009-June 2010 Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks Low price is the most important factor while shopping for fruit juice/juice drinks Pro-health attributes more important in 100% fruit juice, compared to fruit drinks No-sugar-added important to juice buyers Family-size packaging more important in 100% juices; single-serve in juice drinks A third of all juice/drinks buyers use national brands; nearly a quarter use store brand Figure 26: Attributes considered when purchasing 100% fruit juice, pre-prepared juice drinks, and powdered soft drinks, September 2010 Age-related differences exist in choosing 100% juice Figure 27: Attributes considered when purchasing 100% fruit juice, by age, September 2010 Incidence of Using More or Less Fruit Juice/Juice Drinks Compared to Last Year Majority of juice/juice drinks users are drinking about the same as last year Figure 28: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by age, September 2010 Impact of Economy, Promotion, Environment, and Packaging Most consumers buy juice/drinks on promotion; economy dictates purchase behavior Packaging plays an important role in purchase decision Figure 29: Impact of the economy, environment, and packaging on buying juice and juice drinks, by age, September 2010 Households with children report bigger change in purchase habits due to the recession Household with children are more likely to be influenced with packaging Figure 30: Impact of the economy, environment, and packaging on buying juice and juice drinks, by presence of children, September 2010 Preference for Fruit Juice-based Beverages Over half of all juice/juice drinks use express interest in fruit juice-based tea Figure 31: Number of new product launches of RTD, bag/loose and concentrate tea, by flavor, 2010 Figure 32: Preference for fruit juice-based beverages, by age, September 2010 Figure 33: Preference for fruit juice-based beverages, by presence of children, September 2010 Attitude: Juice Blends and Carbonated Juice, Super-Premium Juices, and Sweeteners Young adults are more likely to be receptive to new flavors, carbonated juice Most juice/drinks users equate fruit juice with a serving of fruit Most consumers do not believe in super-premium juice benefits No sugar is the best approach in juices; artificial sweeteners have taste and health issues Figure 34: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by age, September 2010 Reasons for Not Drinking Fruit Juice or Juice Drinks Non-juice/drinks drinkers believe in eating fruits Amount and type of sugar discourages fruit/drinks use Fruit juice/drinks do not quench thirst, too acidic; not healthy, not tasty, too expensive Nondrinkers like other nonalcoholic beverages Figure 35: Reasons for not drinking fruit juice or juice drinks, by gender, September 2010 Juice and Juice Drinks Flavor Preference Orange is the favorite flavor among juice and juice drinks users Figure 36: Attitude toward different juice and juice drinks flavors, September 2010 Juice and Juice Drinks Flavor Preference by Occasion of Drinking Key preferences Orange/grapefruit are morning flavors; not so popular at any other time of the day Lemonade popular all day except morning Fruit and vegetable juice blend is anytime flavor Flavor choices peak either in the morning or afternoon Figure 37: Juice/juice drinks flavor preference by occasion of drinking, by time of day, September 2010 Older adults are more likely to use orange/grapefruit flavor in the morning Figure 38: Juice/juice drinks flavor preference in the morning, by age, September 2010 Young adults prefer new-age flavors at lunch; older adults like vegetable flavor Figure 39: Juice/juice drinks flavor preference at lunch, by age, September 2010 Older adults more likely to use different flavors in the afternoon Figure 40: Juice/juice drinks flavor preference in the afternoon, by age, September 2010 Lemonade and fruit punch are the top evening flavors Figure 41: Juice/juice drinks flavor preference in the evening, by age, September 2010 Impact of Race/Hispanic Origin Key points Blacks and Hispanics are key juice drinks consumers Figure 42: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by race/Hispanic origin, September 2010 Black households are most prolific juice/drinks consumer Figure 43: Household volume consumption of different types of juices, race/Hispanic origin, April 2009-June 2010 Household orange juice (bottles/cans/cartons) consumption by brands Figure 44: HH orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010 Other fruit juice consumption by top brands Figure 45: Other fruit juice/juice drinks consumption by top 15 brands and private label brands, by race/Hispanic origin, April 2009-June 2010 Impact of economy, promotion, environment, and packaging Figure 46: Impact of the economy, environment, and packaging on buying juice and juice drinks, by race/Hispanic origin, September 2010 Attitude toward juice blends and carbonated juice, super-premium juices, and sweeteners Figure 47: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by race/Hispanic origin, September 2010 The Teen Consumer: Usage, Frequency of Use, Flavor Preference Key points Juice and other beverage consumption on decline among teens Figure 48: Personal consumption of different types of non-alcoholic beverage among teens, May 2005-June 2010 Teen girls more interested in other juices compared to boys Figure 49: personal consumption of different types of beverages among teens, by gender, April 2009-June 2010 Older teens more interested in energy drinks than juices/drinks Figure 50: Personal consumption of different types of beverages among teens, by age, April 2009-June 2010 Black teens are the key consumers Figure 51: Personal consumption of different types of beverage among teens, by race/Hispanic origin, April 2009-June 2010 Volume consumption of fruit juice/juice drinks declines among teens Figure 52: Personal consumption of different types of beverage among teens, May 2005-June 2010 Gender differences exist in choosing fruit juice/drinks flavors among teens Figure 53: Preference for fruit flavors in other juice/drinks among teens, by gender, April 2009-June 2010 Black teens drawn to wider variety of flavors, compared to the average Figure 54: Preference for fruit flavors in other juice/drinks among teens, by race/Hispanic origin, April 2009-June 2010 A quarter of all teens get to decide most of the time in buying other juice/drinks brands Figure 55: Incidence of making brand purchase decision, by gender, April 2009-June 2010 The Kid Consumer: Usage, Frequency of Use, Flavor Preference Key points Kids’ beverage consumption trends offer opportunities for juice/drinks makers Figure 56: Personal consumption of different types of non-alcoholic beverages among kids, May 2005-June 2010 Manufacturers need to target pre-teens for lasting loyalty Figure 57: Personal consumption of different types of non-alcoholic beverages among kids, by age, April 2009-June 2010 Fruit juice/drinks volume consumption stable during 2008-10 Figure 58: Trends in personal volume consumption of different types of juices among kids, May 2005-June 2010 Fruit punch and lemonade are the top flavor choices among kids Flavor preference changes with gender and age among kids Figure 59: Preference for different types of flavors in juice and juice drinks among kids, by gender and age, April 2009-June 2010 Black kids exhibit above-average preference for nearly half the popular flavors Figure 60: Preference for different types of flavors in juice and juice drinks among kids, by race/Hispanic origin, April 2009-June 2010 Frequency of having favorite flavors in house Figure 61: Incidence of kids’ favorite flavors being in the house, by age, April 2009 -June 2010 Cluster Analysis Basics Demographics Characteristics Opportunity Explorers Demographics Characteristics Opportunity Storers Demographics Characteristics Opportunity Cluster characteristics Figure 62: Juice clusters, September 2010 Figure 63: Personal consumption of 100% fruit juice, juice drinks, and powdered soft drinks, by juice clusters, September 2010 Figure 64: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by juice clusters, September 2010 Figure 65: Impact of the economy, environment, and packaging on buying juice and juice drinks, by juice clusters, September 2010 Figure 66: Preference for fruit juice-based beverages, by juice clusters, September 2010 Cluster demographics Figure 67: Juice clusters, by gender, September 2010 Figure 68: Juice clusters, by age group, September 2010 Figure 69: Juice clusters, by household income, September 2010 Figure 70: Juice clusters by race, September 2010 Figure 71: Juice clusters by Hispanic origin, September 2010 Cluster methodology Custom Consumer Groups Moms are the key consumer for fruit juice and drinks Figure 72: Incidence of household fruit juice/juice drinks consumption, by type, by moms vs. all, April 2009-June 2010 Moms report much higher HH volume consumption than average of using all types of juices Figure 73: Household volume* consumption of different types of juices, by moms vs. total, April 2009-June 2010 Dads show similar response to economy and packaging as moms Figure 74: Impact of the economy, environment, and packaging on buying juice and juice drinks, by gender and presence of children, September 2010 Figure 75: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by gender and presence of children, September 2010 Appendix: Other Useful Consumer Tables Other fruit juice consumption by top brands Figure 76: Other fruit juice/juice drinks consumption by top 15 brands and private label, by age, April 2009-June 2010 Desired Attributes in Fruit Juice (100%), Juice Drinks, and Powdered Juice Drinks Figure 77: Attributes considered important when purchasing 100% fruit juice, by household income, September 2010 Figure 78: Attributes considered when purchasing 100% fruit juice, by status of employment, September 2010 Figure 79: Attributes considered when purchasing pre-prepared juice drinks, by household income, September 2010 Figure 80: Attributes considered when purchasing pre-prepared juice drinks, by presence of children, September 2010 Figure 81: Attributes considered when purchasing powdered juice drinks, by presence of children, September 2010 Figure 82: Attributes considered when purchasing powdered juice drinks, by household income, September 2010 Incidence of Using More or Less Fruit juice/Juice Drinks compared to last year Figure 83: Incidence of drinking more or less fruit juice and drinks compared to a year ago, by gender, September 2010 Figure 84: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by household income, September 2010 Figure 85: Incidence of drinking more or less of fruit juice and drinks compared to a year ago, by presence of children, September 2010 Impact of economy, promotion, environment, and packaging Figure 86: Impact of the economy, environment, and packaging on buying juice and juice drinks, by gender, September 2010 Figure 87: Impact of the economy, environment, and packaging on buying juice and juice drinks, by household income, September 2010 Preference for fruit juice-based beverages Figure 88: Preference for fruit juice-based beverages, by gender, September 2010 Figure 89: Preference for fruit juice-based beverages, by household income, September 2010 Attitude: juice blends and carbonated juice, super-premium juices, and sweeteners Figure 90: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by household income, September 2010 Figure 91: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by presence of children, September 2010 Figure 92: Attitude toward juice blends and carbonated juice, super-premium juice, and sweeteners, by number of people in household, October/ November 2009 Juice and juice drinks flavor preference Figure 93: Attitude toward different juice and juice drinks flavor, by flavor, September 2010 Choice of favorite flavor varies vastly with age Figure 94: Choice of favorite/one of the favorite flavors among adults who say that a certain flavor is either favorite or one of the favorite, by age, September 2010 Juice and juice drinks flavor preference by occasion of drinking Figure 95: Juice/juice drinks flavor preference in the morning, by presence and number of children, September 2010 Lunch Figure 96: Juice/juice drinks flavor preference at the lunchtime, by gender, September 2010 Afternoon Figure 97: Juice/juice drinks flavor preference in the afternoon, by gender, September 2010 Evening Figure 98: Juice/juice drinks flavor preference in the evening, by gender, September 2010 Night Figure 99: Juice/juice drinks flavor preference in the afternoon, by gender, September 2010 Figure 100: Juice/juice drinks flavor preference at night, by age, September 2010 Appendix—Impact of Race/Hispanic Origin Other fruit juice/juice drinks consumption by flavor Figure 101: HH other fruit juice/juice drinks consumption by flavor, by race/Hispanic origin, April 2009-June 2010 Frozen orange juice consumption by brand Figure 102: HH frozen orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010 Household tomato/vegetable juice consumption by brands Figure 103: HH orange juice consumption by brands, by race/Hispanic origin, April 2009-June 2010 Household orange juice (bottles/cans/cartons) consumption by the form of packaging Figure 104: HH orange juice consumption by the form of packaging, by race/Hispanic origin, April 2009-June 2010 Household orange juice (bottles/cans/cartons) consumption by kind Figure 105: HH orange juice consumption by kind, by race/Hispanic origin, April 2009-June 2010 Other fruit juice/juice drinks consumption by status of frozen and refrigerated Figure 106: Other fruit juice/juice drinks consumption by status of frozen and refrigerated, by race/Hispanic origin, April 2009-June 2010 Other fruit juice/juice drinks consumption by the form of packaging Figure 107: HH other fruit juice/juice drinks consumption by form of packaging, by race/Hispanic origin, April 2009-June 2010 Frozen orange juice consumption by type Figure 108: HH frozen orange juice consumption by type, by race/Hispanic origin, April 2009-June 2010 Appendix: Trade Associations

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