Analysis

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Bottled tomato/vegetable juices also madelarge gains, and Campbell Soup Co.'s V8 Splash carrot-based juiced drink surely has a handin that increase. This spring, after the product's first full year on the market, thecompany declared it a success, and continues to increase distribution and add new flavorvarieties.

Mass merchandise outlets have shown theirincreasing importance to the juice segment, with large gains in the shelf-stable category.Cranberry juice had a 229 percent increase in mass merchandise outlets this year; bottledtomato/vegetable juices had a 282 percent gain; "other fruit juices" increased354 percent; and bottled grapefruit juice increased 72 percent. Supermarkets may be themain outlet for refrigerated juices, but these sales increases show that shelf-stablejuice marketers are putting more emphasis on this value-inspired outlet.

In the new product realm, Fairlee FruitJuice Ltd. has introduced shelf-stable, not-from-concentrate, 100 percent juices insingle-serve containers. The Toronto-based company launched the brand in Canada earlierthis year, and recently added the U.S. markets of Philadelphia and New Jersey. Theproducts are packaged in 11.5-ounce glass bottles with full-body shrink labels.

Veryfine, Westford, Mass., has introduced anot-from-concentrate 100 percent apple juice called Premium Harvest. Thenot-from-concentrate product will carry a higher price than Veryfine's from-concentratevarieties. The company has also developed an innovative single-serve juice package in itsVeryFresh plastic barrier bottle. The bottle is intended to keep juice fresh longer byusing a five-layer construction, with two of the layers designed to repel oxygen.

New juice products are also coming in theform of nutraceuticals - a logical place for the growing number of popular herbal andbotanical beverage ingredients. In time for the winter cold season, Langers Juice Co. hasdeveloped Cold Buster 100, orange juice with zinc, echinacea, and vitamins A and C. Theproduct will be available in both 64-ounce PET and 16-ounce single-serve PET bottles.

Another shelf-stable category, asepticjuices, also increased sales this year - 6.2 percent, to $673 million. But canned juicesdeclined by 4.5 percent. Both aseptic and canned juices performed well in mass merchandiseoutlets, with aseptic juices increasing 15.1 percent, to $86 million, and canned juicesjumping 35.7 percent, to almost $37 million.

Shelf-stable juice trends
Variety Dollar sales (in millions) % change vs. year ago
Bottled apple juice $529.1 8.4%
Bottled cider $74.3 2.6%
Bottled cranberry cocktail/drink $743.2 -7.5%
Bottled cranberry juice $127.6 134.7%
Bottled fruit drinks $750.8 0.2%
Bottled fruit nectar $13.9 14.9%
Bottled grape juice $189.7 7.6%
Bottled grapefruit cocktail $196.3 -0.9%
Bottled grapefruit juice $59.8 10.4%
Bottled lemonade $72.0 -5.6%
Bottled orange juice $53.8 5.5%
Bottled tomato/vegetable juice/cocktail $241.1 106.7%
Bottled category total* $3,388.8 6.6%
Aseptic juice drinks $486.1 7.6%
Aseptic juices $187.3 2.6%
Aspetic category total $673.4 6.2%
Canned fruit juice $390.9 -4.6%
Canned juice drinks $150.5 -2.0%
Canned vegetable juice/cocktail $225.1 -6.1%
Canned category total $766.5 -4.6%
*Total may not equal 100 percent because not all brands are listed.
Source: Information Resources Inc., Total U.S. Food, 52 weeks ending Sept. 13, 1998

A newer juice category, shelf-stable juiceconcentrates had varied results this year, with dollar sales up in some cases, but volumenot following suit. Ocean Spray products saw a 16 percent increase in dollar sales, but avolume decrease of 2.6 percent. Procter & Gamble concentrates had sales increases of36 percent, but volume increases of 121 percent, indicating heavy price discounting onthose products. Category leader Welch's saw a sales decrease of 7.2 percent, and a volumedecrease of 1.1 percent. The results may indicate for shelf-stable concentrate makers whatfrozen juice companies have contended with for several years - consumers are after onething above all else, convenience.

Frozen juice concentrates had anotherdisappointing year, with all varieties dropping in both dollar sales and volume. Thecategory overall dropped almost 11 percent, to $1.2 billion. Lemonade/limeade had the bestperformance of all frozen juices, with a drop of only 1.8 percent in dollar sales, but a6.1 percent drop in volume. Frozen cocktail mixes fell 3.2 percent, with a similar volumedrop. Other popular juice varieties, however, had more disappointing numbers. Frozenorange juice fell 11 percent in dollar sales, and almost 10 percent in volume; frozenapple juice dropped 16 percent in dollar sales, and 13 percent in volume, and frozenvegetable/fruit juice fell more than 20 percent in dollar sales.

Frozen juice trends
Variety Dollar sales (in millions) % change vs. year ago
Apple juice concentrate $80.5 -16.2%
Blended fruit juice concentrate $85.7 -5.9%
Cocktail mixes $38.6 -3.2%
Drink/cocktail drink concentrate $215.8 -14.7%
Grape juice concentrate $48.4 -8.2%
Grapefruit juice concentrate $11.2 -7.0%
Lemonade/Limeade concentrate $90.7 -1.8%
Orange juice concentrate $533.7 -11.0%
Other vegetable/fruit juice $16.1 -20.2%
Category total $1,120.8 -10.9%
Source: Information Resources Inc., Total U.S. Food, 52 weeks ending Sept. 13, 1998

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