2013 State of the Industry: Juice &

juice drinks
Juices reformulate to meet consumer preferences

As consumers are encouraged by dieticians and nutritionists to reduce sugar

consumption,beverage manufacturers also are heeding this call by developing juice
drinks that fit the bill.
Last year, Purchase, N.Y.-based PepsiCos Tropicana brand added new varieties to its
Trop50 line of better-for-you, stevia-sweetened juice drinks to entice health-conscious
consumers. The Trop50 Red Orange blend of orange juice and red orange juice, which
was released in May 2012, offers 50 percent less sugar and calories than 100 percent
juice blends, the company says. Both Glendale, Calif.-based Nestls Juicy Juice and
Bethesda, Md.-based Honest Tea, a subsidiary of The Coca-Cola Co., have catered to
consumer trends by releasing juice products for kids with less sugar content. Juicy Juice
Fruitifuls all-natural juice drinks offer 35 percent less sugar than the brands regular

juice lines and a full serving of fruit in each single-serve carton, the company says.
Honest Tea reformulated its Honest Kids juice drinks in 2012 by removing the organic
cane sugar from all five varieties of the juice line and sweetening the beverage with
added juice, the company says. The juices now contain 30 to 42 percent juice, an
increase of 12 to 26 percentage points, depending on the variety, and 40 calories in each
6.75-ounce pouch, it says.
Overall, Chicago-based Information Resources Inc. (IRI) reports that dollar sales for the
refrigerated juice and juice drinks category increased 4 percent to more than $6.6 billion
in measured channels during the 52 weeks ending May 19.
Orange juice remains the No. 1 juice variety of consumer choice, dominating nearly 50
per-cent of the juice market, Agata Kaczanowska, beverage industry analyst for Santa
Monica, Calif.-based IBISWorld, said in Beverage Industrys January issue. Apple
follows at No. 2, making up 32.9 percent of the market, she added. Following these two
flavors are grape at 5.3 percent, cranberry at 3.5 percent, pineapple at 2.8 percent,
grapefruit at 2.6 percent, and lemon at 2.1 percent, respectively, IBISWorld reported.
The rising star in the fruit juice blends category in the last year has been coconut water,
said Sarah Levesque, food and beverage analyst for Chicago-based Mintel, in Beverage
Industrys January issue. The segment grew 164 percent from 2010 to 2011 in food,
drug and mass merchandise stores excluding Walmart to $69 million and is expected to
boost total juice sales by 8 percent in the near future, according to Mintels January
2012 report, Fruit Juice and Juice Drinks U.S.
The refrigerated juice and juice drink smoothie segment also continued to outpace the
overall category with growth just shy of 32 percent for $701 million, according IRI
data. Adding to the segment, Bakersfield, Calif.-based Bolthouse Farms, a subsidiary of
Campbell Soup Co., released several new additions to its lineup last summer. Building
on its flagship Carrot variety, the company has created an Orange + Carrot blend, which
offers 300 percent more vitamin A than traditional orange juice, the company says. It
also added two new breakfast replacement drinks: Strawberry Parfait Breakfast
Smoothie and Peach Parfait Breakfast Smoothie.
http://www.bevindustry.com/articles/86556-state-of-the-industry-juice-juicedrinks?
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