Fruit Juice and Juice Drinks

Fruit Juice and Juice Drinks - UK - November 2008
In 2008 the on- and off-trade market for fruit juices and juice drinks was worth £3.2 billion, up 28% on 2003 sales
values but volume growth slowed in 2007 and 2008 as extending consumption beyond breakfast remained a
challenge. Despite lots of consumer touch points which juice and juice drinks deliver on – like health, naturalness,
and taste – and positive demographics, it remains a competitive marketplace.
The latter half of 2008 witnessed shifts in consumption, which polarised the market and enabled the category to
regain some of the ground lost to smoothies.
Looking forward, manufacturers will need to extend appeal beyond the breakfast table to win volume because juices
already enjoy high levels of penetration and frequency as a result of habitual drinking by consumers in the morning.
Key report themes:
How does the increased health awareness affect the fruit juice and juice drinks market?
How do fruit juices and juice drinks stand against the fierce competition from other soft drinks?
What are the new drivers in the market?
How has the economic slowdown affected the market during 2008?
What have been the key themes in new product developments over the last few years?
The outlook of the future of the market
Issues in the Market

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• In 2008 the on- and off-trade market for fruit juices and juice drinks was worth £3.2 billion, up
28% on 2003 sales values but volume growth slowed in 2007 and 2008 as extending
consumption beyond breakfast remained a challenge. Despite lots of consumer touch points
which juice and juice drinks deliver on – like health, naturalness, and taste – and positive
demographics, it remains a competitive marketplace.
• The latter half of 2008 witnessed shifts in consumption, which polarised the market and enabled
the category to regain some of the ground lost to smoothies.
• Looking forward, manufacturers will need to extend appeal beyond the breakfast table to win
volume because juices already enjoy high levels of penetration and frequency as a result of
habitual drinking by consumers in the morning.
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Key themes
• How does the increased health awareness affect the fruit juice and juice drinks market?
• How do fruit juices and juice drinks stand against the fierce competition from other soft drinks?
• What are the new drivers in the market?
• How has the economic slowdown affected the market during 2008?
• What have been the key themes in new product developments over the last few years?
• The outlook of the future of the market
Mintel last examined the UK market for fruit juice and juice drinks in November 2006.
Other Mintel reports of relevance include:
- Smoothies – UK, Market Intelligence, October 2008
- Healthy Eating and Drinking – UK, Consumer Goods Intelligence, September 2008
- UK Retail Briefing – Food and Drink Focus, August 2008
- Pub Catering – UK, Leisure Intelligence, July 2008
- Snacking on the Go – UK, Market Intelligence, April 2008
- Drinking Habits – UK, Consumer Goods Intelligence, February 2008
- Premium Soft Drinks – UK, Market Intelligence, January 2008
- Low-alcohol and Alcohol-free Drinks – UK, Market Intelligence, January 2007
-Adult Soft Drinks – UK, Market Intelligence, January 2006
- Food and Drinks NPD – A Review of Key Trends – UK, Consumer Goods Intelligence, December 2007
- On-trade Soft Drinks – UK, Market Intelligence, September 2007
- Fresh Fruit and Vegetables – UK, Market Intelligence, January 2007
and the forthcoming:
- Carbonated Soft Drinks – UK, Market Intelligence, February 2009.
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Definition
This report looks at the retail market for fruit juice and juice drinks in the UK. Sales through on- and off-
trade outlets are included.
Pure fruit juice contains nothing but fruit juice at the same strength and consistency as when the fruit
was squeezed. Most fruit juices are imported in frozen concentrate, but the sector also includes freshly
squeezed products and not-from-concentrate (NFC) juices.
Juices that are made from concentrate are 100% pure but are reconstituted to their original strength
after transportation. The natural water that is present in the fruit is evaporated, water is replaced on arrival
in the UK and the juice is pasteurised. The juices produced in this way can be long-life or chilled,
depending on the intensity of the pasteurisation process.
Freshly squeezed juices are 100% pure squeezed fruit juices that are sold pasteurised or
unpasteurised. They contain no added water, sugar, colour or preservatives and are merely chilled after
squeezing.
Juices that are not reconstituted from concentrate are 100% pure and contain no added water, sugar,
colour or preservatives. The juice is squeezed and then gently pasteurised, giving a longer life than
freshly squeezed juices.
Juice drinks are still drinks that contain less than 100% fruit juice and have added ingredients, mainly
water but also sweeteners, flavourings, colourings and/or vitamins. A juice drink must contain a
minimum of 2% comminuted fruit, although most have a much greater proportion. This sector also
includes ready-to-drink (RTD) versions of concentrated squashes eg Ribena.
Smoothies are excluded from the report, although they are mentioned where relevant for purposes of
comparison.
Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes
at constant 2003 prices have been calculated using Mintel’s drinks deflator. Crown copyright material is
reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
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Abbreviations
ASA Advertising Standards Authority
BMRB British Market Research Bureau
CCE Coca-Cola Enterprises
NAS No added sugar
NFC Not From Concentrate
Nielsen For further information, please contact nmr.communication@nielsenmedia.co.uk

Media
Research
GAD Government Actuary's Department
GNPD Global New Products Database

FSA Food Standard Agency
BOGOF Buy one Get One Free
NPD New product development
NTC Newsagent Tobacconist Confectioner
POS Point of Sale
RTD Ready To Drink
Market in Brief
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Juices dry up in the morning

• Market growth has slowed in 2007 and 2008 despite growing numbers of key
consumer groups and great health credentials. Competition from smoothies
and the failure to exploit sales opportunities beyond breakfast have inhibited
growth. Juice drinking is linked strongly to the breakfast meal occasion, which
is still enjoyed by the vast majority of consumers, albeit in changing locations.
...to Internal Market Environment - Wakey! Wakey! Rise and shine with breakfast
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Tough times tempt thriftier drinkers

• The credit crunch has split the market for juices between premium and value
products during the latter half of 2008. Premium juices have made gains at the
expense of smoothies during 2008 as consumers have sought drinks that
deliver on health, taste and convenience for less.
...to Broader Market Environment - Credit crunch may not bite into juices
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Keep it naturally healthy

• Naturalness has been the key theme in juice and juice drinks NPD during
2008 with removal of artificial ingredients the top claim. Young people aged
16-24 are most interested in added health benefits making students a prime
target for functional juice products.
• Demand for natural products has created strong demand for juices that are
sold at a premium. Chilled products have grown because of consumers’
perception that fresh is healthiest but ambient juices are the cornerstone of the
own-label and children’s lunchbox offerings.
...to Internal Market Environment - Juice ticks the one-of-five box
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To the lunchbox and beyond

• Pure fruit juices account for a larger share of the market, but juice drinks have
shown stronger growth. The regulation of school-based eating has had a
positive impact on sales of kids’ fruit juice drinks but improving adult appeal is
an emerging theme.
• Products for adults are stealing market share from children’s drinks and there
has been little effort put into kids’ product innovation in 2008, after a year of
reformulation that tapped into the lunchbox market.
...to Broader Market Environment - Lunchbox launches
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Concentrated competitive arena

• Both the on- and off-trade markets for juice and juice drinks are dominated by
one leading company. PepsiCo has increased its dominant share of off-trade
retail sales with market-leading Tropicana, which is well supported and
positioned on the breakfast table to keep heavy users engaged. Own-label
products account for over half of fruit juice sales.
• Britvic leads the on-trade with a handful of lines going almost unchallenged
and has a dominate position in this category.
• Convenience stores and garage forecourts are driving growth in the off-trade
while the growing popularity of pure fruit juice has boosted sales through
leisure.
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The future’s healthy

• Looking forward the market is expected to pick up, driven by continued
interest in healthy eating, which will translate into demand for more
functional drinks at premium prices. Premiumisation will be more evident in
kids’ drinks as parents seek to give their children healthier drinks and are
prepared to spend a little bit more. Volume will increase as more
people drink juices as alternatives to other soft drinks throughout the day and
on-trade potential is realised.
• Attitudinally, there are three key groups to target. The most attractive of these
are an older, more traditionalist drinkerand a younger, more upmarket and
health-conscious customer. Socio-demographic indicators for all key
consumer groups have been favourable in the past two years and look
positive for the future.
Internal Market Environment
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Key points
• Fruit juices fit perfectly with the current trend towards healthy eating and
the achievement of the ubiquitous recommended five portions of fruit
and vegetable per day, for adults and children alike.
• Demand for natural products has created strong demand for juices that
are sold at a premium.
• Juice drinking is linked strongly to the breakfast meal occasion, which is

still enjoyed by the vast majority of consumers, albeit in changing
locations.
...to Appendix – Internal Market Environment

On The Shelves From Mintel GNPD
Orange
Apple &
Juice with Bits -
Blackcurrant Drink
Waitrose
- Tesco PlcApple
LtdOrange Juice
& Blackcurrant
with Bits -
Drink - Tesco Plc
Waitrose Ltd
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Juice ticks the one-of-five box

• Health trends continue to shape the fruit juice market in a positive way. As the
Figure below shows, health is a key issue for consumers and they have been
active in pursuing various strategies to improve it.
• The FSA’s monitoring of five-a-day consumption shows that in 2007, 58% of

UK adults had eaten five or more portions of fruit and vegetables the previous
day, compared with 55% in 2006. Awareness of the recommended daily intake
had also increased over time to three quarters of adults.FSA’s
• The government carefully restricts manufacturers from claiming that they

contain more than one measure of the five-a-day target in order to encourage
consumption of a variety of fruit and vegetables, with a maximum of one
portion being derived from any one type.
• Consumers are already aware of how conveniently a glass of juice contributes

to the five daily recommended portions of fruit and this awareness will only
continue to grow, helping to increase penetration and sales further.
FIGURE 1: TRENDS FOR ATTITUDES TO FOOD/HEALTH, 2003-07
Base: Adults 15+
2003 2005 2007 Change

2003-07
% % % % points
I am prepared to pay more for foods 36.9 46.8 43.5 6.5

that don't contain artificial additives
I always think of the calories in what I 21.3 22.6 24.0 2.7

eat
I think health foods are only bought by 16.4 14.1 14.7 -1.6
fanatics
I try to include plenty of fibre in my diet 54.8 58.9 60.0 5.2

these days
I think fast food is all junk 33.7 40.1 38.8 5.0
I consider my diet to be very healthy 38.3 42.3 43.0 4.7
Note: All data is taken from a TGI sample of 25,000 adults
download into spreadsheetcreate new graph
Source: GB TGI, BMRB Q2 (January-December), 2004/06/08BMRB
See Also
Carbonates - UK
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Nature’s bounty is good for you

• Consumers are increasingly showing a preference for natural health over
health delivered through artificial functional ingredients, and are prepared to
pay more for foods that don’t contain any artificial additives (see Figure
above).
• Demand for naturally healthy products has caused manufacturers to revamp

their products to improve their natural credentials. Two fifths (41%) of product
launches in 2008 claim to contain no additives or preservatives.
• Products made from 100% juice have also seen greater demand because
consumers appreciate the fact they are unadulterated. They are also attractive
to consumers who are watching their calorie intake because they contain no
added sugar (although they are high in natural sugars).
• Similarly there is increasing activity in the organic arena.
• A ban on artificial sweeteners in schools has provided an opportunity for

juice drink brands aimed at children, particularly teenagers, to reformulate.
• The emphasis on naturalness has seen manufacturers incorporating a wider

range of unusual ingredients, like flowers, which deliver health, function and
taste without recourse to man-made components; at the same time adding
exoticism, interest and variety, which has helped to keep consumers engaged
and deliver sales at premium prices.
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Children’s health is a priority

• Fruit juices are popular with children – in 2007 nearly nine in ten children aged
7-19 have drunk small cartons or bottles of juice or juice drinks a week and
volume consumption is rising as increasing numbers drink three or more per
week.
FIGURE 2: TRENDS FOR FRUIT JUICE AND FRUIT DRINKS CONSUMPTION AMONGST 7-19-YEAR-OLDS,
2003-07
Base: kids aged 7-19
2003 2005 2007 2003-07

%
change
% % %
Number of small cartons/small
bottles:
More than 5 11.6 13.1 13.7 +2.1
3-5 18.8 19.3 22.3 +3.5
1 or 2 32.5 31.9 30.6 -1.9
None 15.4 14.7 13.0 -2.4
Who buys:
Your parents 59.6 60.9 62.0 +2.4
Yourself 20.2 19.9 20.2 0
Brother/sister 0.6 0.6 0.6 0
Someone else 3.3 2.9 3.3 0
Where drink:
At home 49.3 50.8 51.6 +2.3
At school/college/work 33.1 32.3 32.2 -0.9

On the move/outside 17.1 16.0 16.7 -0.4
Somewhere else 7.6 7.4 7.9 +0.3
Taken from the Youth TGI survey of around 6,000 youths aged 7-19
Source: Youth TGI, BMRB Spring 2004/06/08/MintelBMRB
• Increasingly children and teenagers are drinking small cartons or bottles of

fruit juice and fruit drinks at home so small packs have become a convenient
portion-control mechanism as much as an on-the-go solution.
• Parents remain the key purchasers, albeit they are subject to large volumes of
pester power in their decision-making.
• Pure fruit juices have been the outright winners in the push to achieve the five-
a-day ideal, particularly in the children’s market where packs have been
portioned and positioned as ‘one of your five-a-day’. This provided parents
with a relatively tasty, easy solution to the daily fruit and veg portion battle.
Fruit juice drinks have been reformulated to deliver a higher fruit juice content
too.
• As children reach secondary school age they are more likely to be buying their
own drinks and consuming them away from home, causing a shift in product
choice from pure juices to juice drinks that deliver taste refreshment and
hydration. Conveniences stores, NTCs and schools are important sales
channels for these users.
See Also
Fruit and Vegetables - UK
Cordials - UK
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Wakey! Wakey! Rise and shine with breakfast

• Mintel’s exclusive consumer research for this report shows that morning is the
principal time of day when fruit juices and juice drinks are consumed.
• The healthy eating movement has targeted breakfast as a critical nutritional

occasion citing scientific evidence of the benefits to health, weight and
performance that a nutritional breakfast can deliver.
• According to Mintel’s Breakfast Cereals – UK, Market Intelligence, February

2008, only 15% of consumers do not eat breakfast, while some 23 million
adults in the UK aged 15+ eat breakfast cereal on at least a daily basis,
suggesting that breakfast as a mealtime occasion is alive and kicking. Even if
consumers skip breakfast, many will still have a juice.
• The importance of breakfast as a healthy start to the day has buoyed up juice
sales, in particular premium and single-ingredient juices. However, a heavy
association, and therefore reliance, on this one meal per day is a barrier to
future penetration growth, which could be achieved through consumption
beyond the morning.
• The challenge for fruit juice manufacturers is the changing format and location
of the breakfast eating occasion, which is shifting out of home towards school,
college or work or to a meal eaten on the go.
• Juices are relatively portable and well placed to benefit from trends towards
on-the-go meals and out-of-home snacking. However, their failure to fully
exploit this potential to date clearly shows that they require some development
attention, both in formulation and format, to make them more of a mobile
choice or something people will drink later in the day.
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Ethical and organic

• Ethical considerations are having an increasingly important influence over
purchasing decisions with organic and fair trade products becoming more
popular and mainstream.
• Organic fruit juice ranges have benefited from this trend but there remains
considerable potential for trading on ethical issues with the fair trade potential
going virtually untapped.
• Packaging has been as much about recycling and premiumisation as

convenience in the past two years with glass making a big comeback on both
counts.
FIGURE 3: TRENDS FOR FORMAT OF READY-TO-DRINK FRUIT AND VEGATABLE DRINKS (INCLUDING
SMOOTHIES), 2004-08
Base: adults aged 15+
2004 2006 2008 Change 2004-08
% % % % points
Bottles 16.0 19.3 28.3 12.3
Cans 4.0 4.1 3.8 -0.2

Small cartons (250ml) 21.8 20.3 24.8 3
1-litre cartons 55.5 54.6 68.5 13
Taken from the TGI survey of around 25,000 adults
Source: TGI, BMRB Q4 (July-June) 2004/06/08/MintelBMRB
• With ABs being key environmental warriors and key fruit juice consumers,
environmental issues will very much be on the market agenda in the future so
recycling, carbon footprint, local, organic and fair trade will increase in
influence. In the short term, as the credit crunch bites, volume sales may be
affected as consumers ration their intake and trade off ethical concerns for
financial prudence. However, the cost benefits of pure juices compared to
smoothies may attract more users. Smoothie drinkers have a similar profile
and also exhibit ethical concerns.
• Ambient products may benefit in the long term because they have a lower
carbon footprint than chilled products but there will always be a trade-off
between taste and other factors such as ethics so manufacturers will always
have to deliver great taste in conjunction with other benefits.
• Now that cost is so much more of an issue, the environment/organic-

positioned products may lose their impact on behaviour.
• Lightweight packaging, which makes savings in the transportation of liquids,

will also emerge.
• The pace of change may be slowed in the short term as people on tight
budgets look to their own needs before those of the planet and the rest of
humanity. Local will probably win over produce from distant shores.
See Also
Healthy Eating and Drinking - UK
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The battle for shelf space

• One of the biggest challenges for juice suppliers is securing shelf space in the
competitive fresh food arena in-store, particularly for the dwindling number of
independent producers in a market where big companies with multi-product
portfolios dominate.
• Consumer demand for fresh food continues on a high because it is perceived

to be healthier than ambient or frozen, so much of manufacturers’ NPD and
merchandising effort is going into fresh and chilled produce, creating a
veritable battle for listings and shelf space, in both the on- and off-trade.
• Chilled juices have been a fast-growing category in this market but winning
shelf space will become a potential barrier to growth restricting the potential to
showcase new products and to offer promotions.
• NFC juices have been the strongest-growing segment and have cannibalised
sales from freshly squeezed products. Multiple retailers have been
instrumental in pushing this switch because they want products with a longer
shelf life to reduce waste. Consumers seem to have accepted this alternative
option because suppliers have successfully managed to maintain the quality
consumers like.
Broader Market Environment

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Key points
• Socio-demographic indicators for all key consumer groups have been
favourable in the past two years and look positive for the future.
• The credit crunch has split the market for juices between premium and
value products during the latter half of 2008.
• The regulation of school-based eating has had a positive impact on

sales of kids’ fruit juice products.
• On-trade sales opportunities remain largely untapped.
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Lunchbox launches
• In anticipation of these new regulations manufacturers moved to take
advantage of this new source of business resulting in a rash of 28 new kids’
product launches in 2007, nearly all juices in lunchbox-sized cartons of 200-
250ml.
• Concerns about sugar and a ban on artificial sweeteners in schools were

further motivation for juice drink brands to adapt and have pushed the natural
low-sugar trend in kids’ drinks. According to TGI data (see Appendix), girls
and primary school age children are most likely to drink juice and
juice drinks with no added sugar.
• Britvic
• Mintel believes that the kids’ sector remains a great opportunity, and with the
recent decline in launches targeted at it during 2008, growth has not been as
impressive as it could have been.
• Capitalising on this trend through marketing has been hampered by the

government’s policing of advertisements to children, which has banned
advertisements for foods deemed high in fat, sugar or salt during any
children’s programmes, on any dedicated children’s channels or during pre-
watershed adult shows that are popular with children.
• In addition, new rules governing advertising to primary school children ban the
use of celebrities, licensed characters, free gifts or health and nutrition claims.
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Government polices the school lunchbox

• As many children rejected the healthier school lunch and switched to a
lunchbox, the government has turned its attention to what children are bringing
in from home for lunch.
• Under government proposals released in January 2008, head teachers are

now required to draw up healthy lunchbox policies to educate parents as to
what makes a nutritional packed lunch. Teaching or catering staff are
permitted to check what pupils are bringing in their sandwich boxes and can
congratulate with stickers and letters home for those that meet guidelines.
• Within this environment, where peer pressure is very strong among both
pupils and parents, the government is gradually creating a healthier eating
culture in schools, which creates demand for fruit juices in a lunchbox format.
• TGI data (see Appendix) show that in 2008 some 37% of children aged 7-14
were drinking fruit juice and juice drinks at school, with girls and those at
primary schools the key users. This is a small, but positive increase from
previous years.
See Also
Children's Snacking Market (The) -UK
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The pub renaissance needs some work

• The smoking ban has made food the lynchpin of success in the pub trade.
After a significant facelift and the offer of cleaner air, pubs are attracting more
women, families and fiftysomethings.
• On-trade drinking habits are shifting with this new clientele, particularly to
wines and ciders, both of which go down well with food, but juice is very much
a breakfast drink for adults rather than an accompaniment to lunch and dinner.
• A limited lack of fruit juice offering – principally comprising Britvic and J2O – is
making some gains from a low base but not exploiting this opportunity.
With soft drinks prices that often match alcoholic drinks, consumers want
options that justify their high price tag.Britvic
• Fruit juice will not automatically be the soft drink of choice unless
manufacturers invest in NPD to build exciting propositions that are compatible
with food. Juices also have to compete with a growing repertoire of
premium softdrinks aimed at adult drinkers, like Shloer and Amé, or lower-
alcohol drinks, supported by more aggressive on-trade POS promotions The
competition for space is intense and companies need to prove themselves to
get a listing.
• More families in pubs are boosting sales of juice to kids but manufacturers
should get active when it comes to adding interest and excitement to this
offering too. Family time out is special and may be one occasion when health
makes concessions to indulgence, and kids want something other than what
they find in their school lunchbox every day, which leads to the need for
development of choices for children in pubs.
See Also
Pub Catering - UK
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Juice companies press for a drop in VAT

• Under current UK tax law pure fruit juices are classed as luxury goods and as
such attract VAT. VAT is not payable on foods that are deemed essential.
• Attempts by several producers and leading retailers to lobby for a reduction in

the rate of VAT levied on pure fruit juices have failed and at present look
unlikely to succeed. Therefore prices for these products to the consumer will
be elevated and manufacturers constrained in terms of offering significant
price promotions.
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Failing harvests squeeze margins

• Raw material costs rose markedly in 2007 due to tight global supply of
oranges and apples, which account for a large proportion of the market, both
for single juices and juice blends. Apple juice is the staple of the kids’ juice
market.
• Rising raw material prices put retail prices up. Orange and apple juice prices
now appear to be coming down but poor crops of pineapples in Thailand and
the cessation of EU subsidies on tomatoes are squeezing margins and putting
prices up in other segments.
• Rising unit prices have caused a downturn in the prevalence of BOGOF

promotions, which had become prevalent in the 100% juice category,
particularly own-label.
• Poor citrus crop harvests will continue to influence pricing strategies.

Manufacturers may be forced to scale back promotional price deals and pass
some of the rising raw material costs on to consumers.
• Rising fuel costs have only added to price inflation.
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Super-fruity
• The demand for naturally healthy food and drink has led to a massive demand
for superfoods. Juice manufacturers have used superfruits heavily in new
products and formulations (see Who’s Innovating?).
• In an attempt to protect consumers from misleading claims, the EU requires

any health claims in relation to ‘superfoods’ to be backed by scientific
evidence and now defines specific claims such as low fat, low salt and low
sugar precisely.
• These regulations came into force in July 2007 but manufacturers have been
granted a 15-year period of adjustment before compliance will be fully
enforced.
See Also
On-trade Soft Drinks - UK
Young and old keep the glass topped up

FIGURE 4: STRUCTURE OF THE UK POPULATION, BY AGE, 2003-13
Source: National Statistics/Mintel
• According to consumer research conducted for this report, the two most active
consumer groups for fruit juices are Juice Regulars aged 55+ and health-
conscious youngsters aged 16-24 whom Mintel have dubbed Health
conscious.
• Between 2003 and 2008 the number of adults in both key groups increased by
9% maintaining a solid base of engaged consumers.
• A forecast decline in the number of 15-19-year-olds between 2008 and 2013

will subdue growth amongst the student population, although the number of
20-34-year-olds is expected to increase. The key importance for
manufacturers is to make sure that current 15-19s take their behaviour with
them as they grow older.
• The anticipated 11% rise in the number of 45-54-year-olds underlines the

importance of meeting the changing needs of this age group who make up a
large proportion of frequent juice drinkers. This group is approaching old age
and looking for anti-ageing products as well as products that help to prevent
age-related health problems.
• A fall of less than 1% in the children’s population aged 5-14 to 2013 will
ensure that demand for juices, particularly lunchbox products, will remain
steady.
See Also
Vitamins and Supplements - UK
Premium Soft Drinks - UK
Students laden with juice

• Students are a significant consumer group for fruit juices and juice drinks.
FIGURE 5: NUMBER OF STUDENTS IN HIGHER EDUCATION INSTITUTIONS, 2000/01-2005/06
‘000 Index
2000/01 2,094 100
2001/02 2,199 105
2002/03 2,296 110
2003/04 2,369 113
2004/05 2,424 116
2005/06 2,460 117
Source: Higher Education Statistics Agency, Students in Higher Education Institutions 2000/01-2005/06
• Student numbers have increased by a fifth since 2000 as government policy

has promoted the benefits of staying on in formal education for longer so
demand for fruit juice has risen.
• Morning consumption amongst this group is high but increasingly out-of-home

and on-the-go consumption are creating demand for new formats and
packaging.
Pricey sophistication for ABC1s

• ABC1s are the keenest consumers of fruit juices. ABs are more likely than any
other socio-economic group to consume fruit juices more than once a week.
FIGURE 6: FORECAST ADULT POPULATION TRENDS, BY SOCIO-ECONOMIC GROUP, 2003-13
2003 2008 (est) 2013 (proj) % change % change

2003-08 2008-13
AB 12,123 13,583 15,334 12 12.9
C1 14,008 14,999 16,007 7.1 6.7
C2 10,127 10,178 9,910 0.5 -2.6
D 7,956 7,938 7,656 -0.2 -3.6
E 4,412 3,974 3,673 -9.9 -7.6
Total 48,626 50,673 52,580 4.2 3.8
Source: National Statistics/GAD/MintelGAD
• Growth in the number of adults classified as more affluent ABC1s has

contributed to greater demand for fruit juices and will continue to do so in the
future.
• ABs tend to be more interested in health issues, natural eating and are willing
to pay a premium for organic products.
• However, this group’s interest in cooking at home and preparing food from
scratch may mean that some will opt to create their own juices, especially as
they are also taking up allotments as part of the recent resurgence in the ‘grow
your own’ movement, which will enable consumers to make their own berry
juices for example.
• To keep ABs buying, manufacturers will need to push the freshness and
provenance of their products. Organic local ingredients with a premium
reputation and a short, quick journey from orchard or grove to glass will
appeal, as will indigenous hedgerow crops like elderflower, sloes and hips.
See Also
Vending - UK
Credit crunch may not bite into juices

• Amidst the deep cut-price promotions that currently greet the supermarket
shopper at every turn, the juice aisle has been relatively quiet in recent
months. With 97% household penetration these tactics have proved
ineffectual, except in kids’ lunchbox drinks.
• The tightening of purse strings as the credit crunch bites has

encouraged drinkers to switch from more expensive smoothies to pure and
not-from-concentrate juices in the latter part of 2008.
• In the last few months industry sources report polarisation in the market as
people trade up to super-premium for occasions such as a weekend breakfast
or down to value for everyday, thus squeezing the mid-market.
• Sales of long-life products were in decline but have experienced a slight

resurgence at the end of 2008 as some consumers switch volume
consumption from higher-priced chilled products.
• NPD programmes have been reviewed as manufacturers try to navigate the

new obstacles of a recessionary market and some new product launches have
been put on hold until the New Year.
Workers want fruit without the fuss

• Rising numbers of people in employment have driven demand for
convenience products that help them eat things like fresh fruit at their desks or
on the go.
• Time-pressed workers are turning to fruit juices as a snack to give them

energy.
• Women make up a significant proportion of the working population and are a

key consumption group for juices that have no added sugar, being health- and
weight-conscious.
• Foodservice outlets are popular lunchtime destinations for urban workers and
have contributed to an increase in volume sales of juices through meal deals
that offer drinks as part of a complete meal solution.
Carbonates ban in schools puts the fizz into juice

• As part of a radical overhaul of food served up and sold in schools, the
government’s new nutritional standards, which became law in September
2007, stopped the sale of confectionery, bagged savoury snacks and
sugary drinks in schools. It also required that fruit, vegetables and free
fresh drinking water were put back on the school dinner table and in the
school tuck shop.
• Food and drink sold from vending machines is included within these
standards, therefore there has been a wholesale withdrawal of
fizzy drinks from school sites.
• With around two fifths of secondary schools (5,093 secondary schools for 11-
16-year-olds ie excluding sixth form colleges) having vending machines, fruit
juices have benefited from this move gaining a stronger foothold in this
lucrative sector.
• According to the Automatic Vending Association consumers in Britain spend

£1.5 billion annually through the slots of more than 418,000 refreshment
vending machines.
TGI Target Group Index. For further details concerning this information, including data on
readership patterns of users/purchasers and details of brands, please contact Julian
Tooke (020 8433 4085julian.tooke@bmrb.co.uk) at BMRB International
Competitive Context
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Key points
• Juices, smoothies and water products have all benefited from the poor health credentials
of carbonates and their removal from school canteens, tuck shops and vending machines.
• Carbonates, squashes and cordials have lost out as consumers demand more natural
products whilst water, juices and smoothies have seized the opportunity.
• Water benefits most from growing awareness of and action to improve hydration although
squashes, cordials and juice drinks are also popular hydration products for consumers.
• Premium juices have made gains at the expense of smoothies during 2008 as consumers
have sought drinksthat deliver on health, taste and convenience for less.
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Rough road for rival smoothies

• The market for fruit juices and juice drinks shares many of the challenges and opportunities of
other soft drinkproducts.
• Healthy eating trends and government regulation of the supply of food in schools have threatened
sales of carbonates but benefited fruit juices and juice drinks. However, this success has been
shared with other categories such as smoothies and water.
• All categories have acted to make their products more natural by removing artificial flavourings,
colours and preservatives from their products and most markets are exploring the potential of
ingredients with functional health benefits.
• Provenance of ingredients and ethical concerns has created lucrative premium propositions in
some sectors.
• Key rivals to juices, smoothies have been the outright winners but have hit a rough patch during
2008, seeing a slump in sales growth for the first time since the category burst onto
the soft drinks scene, as people feel the squeeze on their purses and moderate their spending.
• Fruit juices have been well placed to mop up this demand because premium 100% juices deliver
similar benefits in terms of health, taste and convenience to smoothies at more competitive
prices.
• The Figure below provides a summary of market strategies in all major soft drinks markets.
See Also
Carbonates - UK
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FIGURE 7: Summary of market strategies in other soft drinks markets, 2008*
Market size Major Major drivers Strategies for growth

(2008)* & % inhibitors
change 2007-
08 (est)
Smoothies Credit crunch Health and wellbeing Cheaper ambient formats

£282m High price points Growing network of Own-label
+17% Smoothie maker smoothie and juice Convenient five-a-day
and blender bars proposition for over-45s
ownership Active NPD and new Vending
entrants Target new drinking occasions
Heavy investment in eg evenings
TV ads Smoothie bar brands extending
to RTD consumer market
Carbonates Sales banned in -Popularity of big Functional products

schools brands are keeping Small formats – as treats
£6,094m Declining child cola afloat Secure on-the-go packaging
+2% population -Diet versions popular Diversification
-Heavy NPD
Squashes and Healthy eating Flavour versatility – Premium cordials for over-55s
cordials trends – does incorporation of Adult brands and propositions
not deliver on superfruits to deliver Children’s cordials
£437m five-a-day health
+0.5% Price deflation – High penetration
led by own-label Demand for
Lack of adult NAS drinks
appeal Price-consciousness
Not suited to on Strong advertising
the go support
Lack of summer Big brand presence
sunshine Mixable
Mineral water More plumbed-in Tighter regulations on Functional products

water coolers in-school supply of Portable packaging
£2,095m Ethical pressures unhealthydrinks UK-sourced water with smaller
+5% – switching to Interest in hydration carbon footprint
tap water for health Greener packaging
Strong natural trend
NPD in flavoured water
Limited impact of own-
label
Strong leading brands
Launch of ethical
brands
Fruit juices and Lack of appeal High penetration and Super-premium

juicedrinks beyond frequent consumption Functional products for young
breakfast Popularity of breakfast adults and seniors
£3,156m Expensive Health and naturalness Products for later in the day
+1% lacklustre Banishment of NPD for the on-trade to deliver
offering in the carbonates from indulgence and excitement for
on-trade schools adults and children
Mixable Leisure and school vending
Strong advertising
support
* 2008 figures are all estimated
download into spreadsheet | create new graph
Source: Mintel
Strengths and Weaknesses in the Market

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Strengths
• High levels of penetration.
• Established habitual link to daily eating occasion.
• A 150ml of fresh juice counts as one portion of the five-a-day fruit and vegetable requirement.
• Juices deliver the natural health consumers are looking for.
• Government legislation has limited the sales of carbonates in schools – fruit juices and
juice drinks are a well-placed substitute.
• The juice market is not affected by summer weather patterns as much as other soft drink sectors
because juices are primarily consumed for health rather than refreshment reasons.
• Big name brands that invest heavily in NPD providing variety and interest for the consumer.
• High levels of brand communication and promotion.
• Suitability for consumption on- and off-trade.
See Also
Vitamins and Supplements - UK
Carbonated Soft Drinks - UK
Premium Soft Drinks - UK
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Weaknesses
• A mature market with high levels of household penetration.
• The 100% NFC juices are stuck to morning occasions mainly.
• Failure to exploit impulse and on-the-go opportunities despite high degree of portability.
• Strong competition from smoothies, carbonates, water etc.
• Low-calorie juice drinks have failed to gain widespread appeal.
• Higher calorie content of pure juice may be deterring dieters.
• Reliance on crops that may be subject to failure may push up prices.
• Independents are struggling to compete for listings in key multiples losing out to other fresh and
chilled foods providers so restricting choice and innovation.
• On-trade offer limite
Market Size and Forecast

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Key points
• Market growth has slowed in 2007 and 2008 despite growing numbers of key consumer
groups and great health credentials.
• Competition from smoothies and failure to develop sales opportunities beyond breakfast
have inhibited growth.
• Pure fruit juices account for a larger share of the market, but juice drinks have shown
stronger growth.
• Looking forward the market will see only a slight 6% growth over the next five years. In
fact in real figures, the industry will actually decline by 4%.
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Mornings are saturated with juice

FIGURE 9: UK on- and off-trade sales of fruit juices and juice drinks, by volume and value, 2003-08
m litres Index £m Index £m at 2008 prices Index €m Index
2003 1,677 85 2,473 78 2,809.8 89 3575 83
2004 1,742 88 2,580 82 2,913.9 92 3803 89
2005 1,887 96 2,846 90 3,176.2 101 4163 97
2006 2,032 103 3,095 98 3,383.1 107 4540 106
2007 1,983 101 3,124 99 3,264.6 103 4567 106
2008 (est) 1,971 100 3,156 100 3,156.0 100 4292 100
Source: Mintel
• After a continued period of growth fuelled by healthy eating trends and favourable demographics,
the fruit juice and juice drinks market has experienced a slowdown in 2007 and 2008.
• The juice market enjoys high levels of penetration, high levels of frequency and a healthy
reputation but is reaching saturation point as a breakfast drink and failing to fully exploit
consumption opportunities beyond the morning.
• The huge success of smoothies has stolen sales from juices as consumers have been attracted
by its whole food, natural propositions and excitement fuelled by huge innovation investment in
new flavours and in no small part to the quirky positioning and marketing efforts of its pioneering
leader Innocent.
• As a result of two consecutive summers with poor weather, volume sales fell, especially in the on-
trade as the off-trade is more resilient to climate. The impact of bad summer weather is not as
significant in this market as for other softdrinks that deliver refreshment and hydration.
• The smoking ban has encouraged some traditional pub drinkers to stay at home but the success
of the smoke-free on-trade environment to attract more women, families and seniors has yet to be
exploited by juice manufacturers through NPD.
• The industry reports polarisation between premium and value products in the latter half of 2008
as a result of the credit crunch with higher-priced products being used as treats and substitutes
for smoothies but on fewer occasions.
• Nonetheless premiumisation remains a key characteristic of the market, with manufacturers using
‘superfruit’ and exotic ingredients to deliver natural health and bottling products in glass to
reinforce the premium proposition, especially when linked to ethical purchasing.
See Also
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Juice drinks are the stars

FIGURE 10: UK on- and off-trade sales of fruit juice and juice drinks, by type, by volume and value, 2003-08
Volume 2003 2005 2007 2008 (est) % change
m litres % m litres % m litres % m litres % 2005-08
Fruit juice 1,066 64 1,189 63 1,223 62 1,218 62 +2.4
Juice drinks 611 36 698 37 760 38 753 38 +7.9
Total 1,677 100 1,887 100 1,983 100 1,971 100 +4.5
Value 2003 2005 2007 2008 (est) % change
£m % £m % £m % £m % 2005-08
Fruit juice 1,601 65 1,715 60 1,813 58 1,835 58 +7.0
Juice drinks 872 35 1,131 40 1,311 42 1,321 42 +16.8
Total 2,473 100 2,846 100 3,124 100 3,156 100 +10.9
Source: Mintel
• Juice drinks offer a healthier alternative to carbonates and are a more enjoyable way to quench
one’s thirst than water.
• Juice drinks are drunk on more occasions than pure fruit juices, which are often just drunk at
breakfast.
• The health credentials of the segment have been improved by new launches with higher juice
content and existing products being reformulated.
• Major juice drinks brands including J2O, Robinsons Fruit Shoot and Oasis have all increased
their sales over the last two years.
See Also
Carbonates - UK
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The future of the market

FIGURE 11: UK on- and off-trade sales of fruit juices and juice drinks, by volume and value, 2003-13

2003 1,677 85 2,473 78 2,899 92 3,575 83
2004 1,742 88 2,580 82 3,006 95 3,803 89
2005 1,887 96 2,846 90 3,277 104 4,163 97
2006 2,032 103 3,095 98 3,490 111 4,540 106
2007 1,983 101 3,124 99 3,368 107 4,567 106
2008 (est) 1,971 100 3,156 100 3,156 100 4,292 100
2009 1,967 100 3,208 102 3,115 99 4,171 97
2010 1,993 101 3,269 104 3,118 99 4,250 99
2011 1,987 101 3,298 105 3,084 98 4,354 101
2012 1,996 101 3,335 106 3,069 97 4,469 104
2013 2,002 102 3,353 106 3,025 96 4,493 105
Source: Mintel
• The slow forecasted growth will be a result of tougher competition from other soft drinks sectors
and tougher economic conditions, which will reduce consumer-spending power compared to over
the previous five-year period.
• However, the industry is still in a strong position, particularly for juice drinks, due to the increasing
rise of the more health aware ABC1 population and a reversal in the decline of children.
• Consumer interest in healthy eating is likely to continue, driving demand for juice drinks with
higher juice content and products with functional health benefits.
• Issues such as provenance and food miles are likely to become more important. Local
provenance is important in softdrinks – eg Bottle Green Drinks Company. Also there has been a
move towards local in water as people have been concerned about transporting mineral waters
from overseas. As people are more aware of energy prices, local will become much bigger in lots
of markets.
• Manufacturers need to do more to exploit the potential of smoke-free pubs attracting families and
diners by improving the range of products on offer.
• The future performance of the on-trade market depends in part on Britain’s weather over the
summer months.
See Also
Bottled Water - UK
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FIGURE 12: UK on- and off-trade sales of fruit juice and juice drinks, by type, by volume & value, 2008-13
Volume 2008 2009 2011 2013 % change
Fruit juice 1,218 62 1,210 61 1,225 62 1,243 62 2.1
Juice drinks 753 38 757 39 763 38 759 38 0.8
Total 1,971 100 1,967 100 1,987 100 2,002 100 2.9
Value 2008 2009 2011 2013 % change
£m % £m % £m % £m % 2008-13
Fruit juice 1,835 58 1,852 58 1,873 57 1,882 56 2.5
Juice drinks 1,321 42 1,356 42 1,426 43 1,471 44 11.4
Total 3,156 100 3,208 100 3,298 100 3,353 100 13.9
Source: Mintel
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Factors used in the forecast

Mintel has used the SPSS time series package to forecast the market to 2013. SPSS correlates historical
market size data with key economic and demographic determinants (independent variables), identifying
those factors having most influence on the market. Using forward projections of these factors, a market
size forecast is produced.
The first factor used was the population of 5-14-year-old kids. This population declined by 7% between
2003 and 2008 but is expected to grow by 1% over the next five years.
The second factor used was the ABC1 population. This demographic continues to grow rapidly, at
around 7%, which will be good news for fruit juices.
The third factor used was consumer expenditure. With a recession looming, people’s spending power
will be greatly reduced. For example this is predicted to increase yearly by 6.9% in 2008 but only 1.8% in
2009.
Segment Performance – Pure Fruit Juice

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Key points
• Volume sales have dropped, but premiumisation has resulted in continued value growth.
• Chilled products, particularly not-from-concentrate juices, have shown the strongest
growth.
• Orange juices have seen sales drop and consumers are increasingly opting for more
exotic flavours.
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Off-trade – premium growth

FIGURE 13: UK off-trade sales of pure fruit juice, by volume and value, 2003-08
2003 863 100 753 100 855.6 100 1,089 100
2004 895 104 786 104 887.7 104 1,158 106
2005 980 114 851 113 949.7 111 1,245 114
2006 1,050 122 912 121 996.9 117 1,338 123
2007 1,008 117 958 127 1,001.1 117 1,401 129
2008 (est) 1,005 116 1,000 133 1,000.0 117 1,360 125
Source: Mintel
• Demand for more natural products and consumers wanting to consume more healthily have
caused some consumers to switch from buying carbonated drinks to pure fruit juices.
• In 2007 and 2008 off-trade volume sales of pure fruit juices were affected by poor summer
weather, reducing both planned and impulse buys.
• Value sales have continued to grow as a result of the trend towards premium products with
brands like Tropicana and Copella showing strong sales performances.
• In 2008 value growth has slowed slightly as a result of some consumers trading down in light of
the credit crunch. However, the sector has benefited from some consumers trading down from
smoothies to premium fruit juices.
See Also
Smoothies - UK
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On-trade – saved by foodservice

FIGURE 14: UK on-trade sales of pure fruit juice, by volume and value, 2003-08
2003 203 100 848 100 855.6 100 1,089 100
2004 201 99 823 97 887.7 104 1,158 106
2005 209 103 864 102 949.7 111 1,245 114
2006 219 108 892 105 996.9 117 1,338 123
2007 215 106 855 101 1,001.1 117 1,401 129
2008 (est) 213 105 835 98 1,000.0 117 1,360 125
Note: Includes sales by pubs and clubs, leisure venues, HoReCa and vending.
Source: Mintel
• Following two years of growth, both volume and value sales of on-trade pure fruit juices have
fallen during 2007 and 2008.
• Poor summer weather dampened sales. In pubs and clubs this was exacerbated by the
introduction of the smoking ban in public places, which encouraged some consumers to stay at
home. The economic downturn in 2008 has added to the trend of cutting down.
• Fruit juice manufacturers and landlords have done little to capitalise on the fact that pubs are
more family-friendly as a result of the smoking ban, with the choice of fruit juices on offer still fairly
limited.
• However, fruit juices have continued to perform well in the foodservice (eg Pret A Manger) market
as consumers opt for a healthy treat and suppliers offer more meal deals that include a drink and
these are increasingly juices.
See Also
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Ambient vs. chilled – NFCs charge ahead

FIGURE 15: UK off-trade sales of pure juice, by value and sector, 2003-08
2003 2005 2007 2008 % change
£m % £m % £m % £m % 2005-08
Long-life 344 46 307 36 255 27 258 26 -16.0
Chilled 409 54 544 64 703 73 742 74 +36.4
– NFC 215 29 317 37 465 49 500 50 +57.7
– Fresh 38 5 40 5 38 4 37 4 -7.5
squeezed
– Concentrated 155 21 186 22 200 21 205 21 +10.2
Total 753 100 851 100 958 100 1,000 100 +17.5
Source: Mintel
• Sales of ambient long-life juices have declined as consumers increasingly turn to chilled products,
which they perceive to be fresher, healthier and better tasting.
• NFC juices have been the main beneficiary of this trend, with Tropicana and Tropicana Pure
Premium in particular performing extremely well.
• However, in 2008 long-life juices have seen a slight resurgence as, when faced with tight
household budgets, some consumers have traded down.
• Sales of chilled-from-concentrate juices continue to grow, with consumers satisfied by their

quality and many unaware of the difference between NFC and from concentrate.
• Freshly squeezed juices have lost market share to NFCs. Many consumers don’t see the
difference between freshly squeezed and NFCs ‘with bits’, whilst retailers prefer NFCs as they
have a longer shelf life.
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Flavour – orange slides down

FIGURE 16: UK off-trade sales of pure juice, by flavour, by volume, 2003-08
2003 2005 2007 2008 (est) % change
Orange 501 58 510 52 457 45 445 44 -12.7
Apple 95 11 118 12 137 14 140 14 18.6
Cranberry 35 4 69 7 75 7 77 8 11.6
Pineapple 35 4 39 4 53 5 54 5 38.5
Grape-based 25 3 29 3 33 3 34 3 17.2
Grapefruit 35 4 29 3 29 3 26 3 -10.3
Tropical 17 2 29 3 43 4 44 4 51.7
Mango 0 * 10 1 22 2 23 2 130.0
Pomegranate 0 * 10 1 10 1 11 1 10.0
Tomato 9 1 10 1 11 1 11 1 10.0
Other 111 13 127 13 138 14 140 14 10.2
Total 863 100 980 100 1,008 100 1,005 100 +2.6
* less than 1% and included in other
Source: Mintel
• Orange juice remains the staple flavour of fruit juice and a firm breakfast favourite. Poor harvests
in recent years have caused orange juice prices to rise sharply (approximately 50%), prompting
some consumers to switch to products made from other types of fruit.
• Apple juice is popular with both adults and as a children’s lunchbox filler. The flavour has been
boosted by the strong performance of the Copella brand but a poor crop pushed apple juice
prices up 11% in early 2008.
• Exotic flavours such as tropical, pineapple and mango have performed well, as they provide a
more exciting drink that adults buy as a treat and associate with faraway places, sunshine and
pleasure.
• Superfruit flavours such as cranberry and pomegranate are still growing in popularity
with M&S launching a pure pomegranate juice in 2008. NPD has started to feature blueberries,
for example, Saxhyttegubben launched Wild Blueberries 100% Juice in autumn 2008.
• The number of blended products on the market has risen. For example Tropicana has extended
its Tropicana Pure Premium range with a Lychee, Grape & Apple juice variant.
• Many blended products include superfruits. For example RDA Organic has launched a
Pomegranate, Blueberry & Evesse Apples (Evesse apples are high in flavanol and have
cardiovascular benefits).
Segment Performance – Juice Drinks

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Key points
• Volume sales have dropped, whilst value growth has slowed.
• Products for adults are stealing market share from children’s drinks.
• Drinks with less than 25% juice content dominate the market, but nectars are
outperforming them.
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Off-trade – sales are squeezed

FIGURE 17: UK off-trade sales of juice drinks, by volume and value, 2003-08
2003 533 100 582 100 661.3 100 841 100
2004 549 103 602 103 679.9 103 887 105
2005 565 106 626 108 698.6 106 916 109
2006 596 112 667 115 729.1 110 978 116
2007 596 112 674 116 704.3 107 985 117
2008 (est) 593 111 679 117 679.0 103 923 110
Source: Mintel
• Both 2007 and 2008 saw volume sales drop and value growth slow, as two consecutively bad
summers took their toll; this is especially true for juice drinks, as fruit juices are less reliant on
weather conditions.
• Despite attempts by manufacturers to improve the health credentials of juice drinks, the shadow
of Sunny Delight, decried by consumers as a chemical compound of unhealthy ingredients, and
virtually driven out of the market, seems to hang over the category. Parents seem to be rationing
the intake of juice drinks – there is evidence of growth in the consumption of small formats in the
home perhaps as a portion-control measure.
• Poor value growth in juice drinks is also symptomatic of the children’s sector where discounting is
more prevalent than in the juice segment.
• Despite this, Robinsons Fruit Shoot and Oasis have continued to increase their sales.
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On-trade – a healthy treat

FIGURE 18: UK on-trade sales of juice drinks, by volume and value, 2003-08
2003 78 100 290 100 661.3 100 841 100
2004 97 124 369 127 679.9 103 887 105
2005 133 171 505 174 698.6 106 916 109
2006 167 214 624 215 729.1 110 978 116
2007 164 210 637 220 704.3 107 985 117
2008 (est) 160 205 642 221 679.0 103 923 110
Note: Includes sales by pubs and clubs, leisure venues, HoReCa and vending
Source: Mintel
• Although juice drinks offer a better-for-you alternative to carbonates when on the go, on-trade
sales were affected by the poor summers as less people go out when the weather is poor and, if
they do, they are unlikely to choose a refreshing drink such as juices.
• Although the smoking ban has put some consumers off going to pubs, it has caused landlords to
focus more on their food sales, which in turn has the potential to boost sales of
juice drinks amongst consumers wanting to eat rather than to drink alcohol.
• Value sales have performed better than volume due to premiumisation in the market, with
consumers less likely to trade down when they go out and more likely to treat themselves.
• J2O has increased its share of the market with on-trade value sales rising by around 5% in 2007.
See Also
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Target age group – adults accelerate

FIGURE 19: UK off-trade sales of juice drinks, by target age group, by value, 2003-08
2003 2005 2007 2008 (est) % change
£m % £m % £m % £m % 2005-08
Adults 171 29 201 32 227 34 238 35 +18.4
Children 411 71 425 68 447 66 441 65 +3.8
Total 582 100 626 100 674 100 679 100 +8.5
Source: Mintel
• Products aimed at children dominate the juice drinks market, with the top three brands – Ribena,
Fruit Shoot and Capri-Sun – accounting for over £220 million in 2008.
• Whilst Fruit Shoot and Capri-Sun have seen strong sales growth, overall sales growth of
children’s juice drinks has faltered as Sunny D and Ribena have lost market share.
• Ribena has attempted to reposition itself as a drink for young adults whilst Sunny D’s relaunch of
its Florida Originaldrink with less sugar has failed to overcome the brand’s unhealthy image.
• Whilst Tesco has launched a Juicy Water range for children, the majority of NPD in 2008 has
targeted adults with superfruit flavours and packaging that mimics alcopops and wines.
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Juice content – drinks get juicier
FIGURE 20: UK off-trade sales of juice drinks, by juice content, by value, 2003-08
2003 2005 2007 2008 (est) % change
£m % £m % £m % £m % 2005-08
0-25% 442 76 470 75 500 74 503 74 +7.0
26-99% 140 24 156 25 174 26 176 26 +12.8
Total 582 100 626 100 674 100 679 100 +8.5
Source: Mintel
• The majority of juice drinks including Oasis, Ribena, Robinsons Fruit Shoot and Capri-Sun have a
fairly low juice content of less than 25%.
• However, there was a slight migration from juice drinks to nectars, which contain 26-99% fruit
juice.
• This shift has been partly driven by the success of J2O, which has 50% fruit juice content as well
as manufacturers responding to demand for healthier products by increasing the fruit content of
their products and launching new nectars.
• In 2007 Capri-Sun increased its juice content by 20% in a bid to appeal to parents concerned
about their children eating healthily. In 2008 Metro Drinks relaunched its Juice Patrol range,
which now contains 51% fruit juice, and Tescolaunched a Tesco Value Apple Nectar containing
50% juice and Tesco Juicy Water range for lunchboxes, which contains 75% fruit juice.
See Also
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Flavour – blends burgeon

FIGURE 21: UK off-trade sales of juice drinks, by flavour, by volume, 2003-08
2003 2005 2006 2007 2008 %
(est) change
m % m % m % m % m litres % 2005-08
litres litres litres litres
Orange 149 28 153 27 155 26 156 26 158 27 +3.3

blends
Other blends 139 26 158 28 173 35 180 30 183 31 +15.8
Cranberry 64 12 79 14 83 17 82 14 80 13 +1.3
Blackcurrant 48 9 45 8 48 10 43 7 38 6 -15.6
Orange 43 8 40 7 42 8 41 7 40 7 0.0
Other 90 17 90 16 95 19 94 16 94 16 +4.4
Total 533 100 565 100 596 100 596 100 593 100 +5.0
Source: Mintel
• Blended drinks have shown the strongest growth over the last three years with consumers
looking for a more excitingdrink and manufacturers looking for new combinations to tempt them.
In 2008 J2O launched an Apple & Blueberry variant and Qu4ttro Stagioni launched a Lemon &
Ginger variant.
• Of the single flavours, blackcurrant has suffered as a result of the poor performance of Ribena,
whilst sales of orange and cranberry have stagnated.
• Within the ‘other’ segment other flavours such as apple and strawberry have stayed fairly
constant, whilst more exotic flavours such as mango and superfruit flavours such as pomegranate
have increased their sales.
Market Share
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Key points
• Tropicana has increased its dominant share of the branded fruit juices segment.
• Own-label products account for over half of fruit juice sales.
• Britvic’s Fruit Shoot now leads the juice drinks segment, whilst Ribena has struggled.
See Also
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Fruit juices – Tropicana on top

FIGURE 22: Off-trade sales shares of pure juices, by manufacturer, by brand, 2003-08
2003 2005 2007 2008 (est) % change
£m % £m % £m % £m % 2005-08
PepsiCo/Tropicana 145 19 175 21 214 22 233 23 +33.1
PepsiCo/Copella 22 3 27 3 38 4 43 4 +59.3
Del Monte/Del Monte 30 4 29 3 24 3 18 2 -37.9
Gerber/Ocean Spray 14 2 14 2 14 1 14 1 0.0
Grove Fresh/Grove Fresh 7 1 12 1 13 1 13 1 +8.3
CCE/Minute Maid - 0 5 1 10 1 9 1 +80.0

Princes/Princes 1 0 2 0 2 0 2 0 0.0
Others 90 12 68 8 69 7 70 7 +2.9
Own-label 444 59 519 61 574 60 598 60 +15.2
Total 753 100 851 100 958 100 1,000 100 +17.5
Source: Mintel
• Tropicana and Copella have shown impressive rates of growth as a result of consumers opting
for premium products.
• Tropicana’s Pure Premium range has performed extremely well and was extended with a
Pineapple & Guava variant in autumn 2008. Sales have also been boosted by high promotional
spend, with the ‘Wake up to Tropicana’ campaign reinforcing Tropicana’s position as the
universally preferred breakfast juice.
• In 2007 Copella launched two new variants, Apple & Pear and Apple & Blackcurrant, and its
apple juice was renamed ‘English apple’ and given a new pack design to reinforce the brand’s
English provenance.
• In contrast sales of Del Monte have continued to fall, despite launching a six-variant ‘Distinction’
range of exotic juices in 2007. Del Monte has not invested in above-the-line promotion and
outsourced its sales and marketing department in autumn 2007. However, it did gain listings
in Asda and Sainsbury’s in 2008.
• The last two years have seen fruit juice drinks brands extend into the pure juice category with
launches including Robinsons Fruit Shoot 100% juice, Ribena 100% juice and Robinsons Smooth
Fruit Juice.
• Own-label products still dominate the fruit juice market, with sales growth in 2008 boosted by
consumers trading down in light of the economic downturn. Tesco and Sainsbury’s are the largest
own-label suppliers, whilst Marks & Spencerhas launched the largest number of new products in
2008.
See Also
Smoothies - UK
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Juice drinks – Britvic shoots to the top
FIGURE 23: Off-trade sales shares of juice drinks, by manufacturer, by brand, 2003-08
2003 2005 2007 2008 (est) % change
£m % £m % £m % £m % 2005-08
GSK/Ribena 97 17 94 15 82 12 73 11 -22.3
Britvic/Fruit Shoot 62 11 74 12 85 13 88 13 +18.9
CCE/Oasis 46 8 57 9 68 10 73 11 +28.1
CCE/Capri-Sun 54 9 51 8 59 9 65 10 +27.5
Gerber/Ocean 49 8 53 8 58 9 59 9 +11.3
Spray
Britvic/J2O 23 4 39 6 46 7 47 7 +20.5
Gerber/Sunny D 39 7 32 5 27 4 24 4 -25.0
Others 52 9 65 10 82 12 82 12 +26.2
Own-label 160 27 161 26 167 25 168 25 +4.3

Total 582 100 626 100 674 100 679 100 +8.5
Source: Mintel
• Britvic’s Fruit Shoot has overtaken Ribena as the market leader in the juice drinks category.
• It has proved highly popular with parents and children and has taken an increasing share of the
lunchbox sector. It has a convenient sports cap format and brightly coloured packaging and
comes in a wide variety of flavours.
• In response to greater competition in the children’s market, Ribena has attempted to reposition
itself as a drink for young adults.
• The year 2007 saw the extension of the Ribena Really Light range with adult flavours including
Blueberry and Raspberry & Pomegranate, and packaging was revamped to increase adult
appeal.
• In 2008 Ribena has switched its focus away from the juice drinks category, launching its 100%
Fruit Juices range.
See Also
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Winners and losers

• Britvic’s J2O has continued to perform well, appealing to women familiar with the brand in the on-
trade. Growth has been driven by continual NPD. In 2008 J2O has capitalised on demand for
premium drinks and superfruits, launching an Apple and Blueberry variant.
• Coca-Cola Enterprise’s Oasis brand has been the fastest-growing brand. In 2008 it launched a £4
million marketing campaign including a television advert featuring a girl who runs off with the
Cactus kid because he never drinks water. It also launched an Extra Light Peach & Passionfruit
variant.
• Capri-Sun remains popular in school lunchboxes. Its performance has been helped by its
reformulation to reduce sugar levels by 3% and increase juice content by 20% as well as new
resealable packaging and the launch of Orange & Tropical, and Apple & Blackcurrant varieties.
• Ocean Spray’s performance has been boosted by the launch of on-the-go single-serve bottles in
three variants as well as TV and press campaigns to promote the health benefits of antioxidants.
• Despite relaunching its Florida Original with less sugar in summer 2007, sales of Sunny D have
continued to tumble as the brand struggles to shed its unhealthy image.
Companies and Products

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Key points
• The majority of juice and juice drink brands are owned by companies that have extensive
product portfolios in other food and drink categories.
• PepsiCo and Britvic are the leading companies – between them they dominate the on- and
off-trade markets.
• Gerber is the leading juice and juice drinks producer manufacturing own-labels and
providing production packaging services to retailers and brands.
On The Shelves From Mintel GNPD
Apple & Pink

Cherry Juice - Grapefruit Juice
HJ Heinz Drink -
Company UK Waitrose Ltd
Orange
Apple Juice - and Pear Juice
Waitrose Ltd Drinks - J
Sainsbury
more »
See Also
Carbonates - UK
Main suppliers
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PepsiCo
PepsiCo owns Tropicana, the leading brand of pure juice (in a market dominated by own-labels) and
Copella, the leading brand of apple juice.
Tropicana
• Tropicana launched its Pure Premium chilled juice in 1991, pioneering the NFC category when
the market was dominated by value juices made from concentrates. The Tropicana brand has
since grown on the back of rising consumer interest in healthy eating and premiumisation to be
worth in excess of £200 million in 2008.
• Television advertising has positioned Tropicana firmly as a breakfast juice but flavour extensions
have tapped into the ‘superfruit’ and berry/fruit trend in an attempt to extend consumption to other
times of the day.
• The backbone of the brand in juices is the Tropicana Pure Premium range, which is offered in
various flavours in both Original and Smooth formats. A Lychee, Grape & Apple and a
Pomegranate and Guava variant were added in 2008 and Pomegranate and Cranberry blends in
2007. On-pack information highlights the fact that one 250ml glass equates to one of the five
recommended daily portions of fruit and vegetables.
• The imminent launch of a super-premium line of juices is anticipated to extend choice for health-
seeking drinkers. This is expected to include Tropicana Pure Valencia (made from the best 3% of
the orange harvest), Indian River Grapefruit, Pomegranate & Blueberry, and Peach, Papaya &
Mango variants, which were introduced in the US in March 2008.
• Functional juices are also offered under the Tropicana Essentials sub-brand – this range has
been extended to include variants with added calcium, minerals, fibre and less
acid. Tropicana Essentials Pure Orange with added Calcium contains the same level of calcium
as milk, glass for glass, and features the National Osteoporosis Society logo on-pack.
• Tropicana’s most significant launch in 2008 was its range of smoothies, which burst onto the
scene in February with a firework-themed TV campaign but appeared to be ill-timed as the
market for smoothies, which hitherto had been a runaway success, subsequently suffered its first
slump.
• There may still be plenty of demand for smoothies and growth still far outstrips that in
other soft drinks markets but the launch comes a long time after the smoothie market was created
and opened up to deliver triple-digit growth each year since.
• In October 2008 PepsiCo promptly announced it was to jettison its PJ Smoothies brand early in
2009 citing the importance of focusing on bestselling lines when the economy is moving into
recession. The Tropicana smoothies are positioned more upmarket than the PJ products.
Tropicana Go!
• Tropicana Go! is a premium kids’ juice targeted at the lunchbox market. It contains 70% juice and
30% water, with added Vitamin C. Two variants were supplemented with an Apple variant in
2007.
• The launch in 2006 coincided with the tightening of regulations governing what food and drink can
be sold in schools.
Tropicana Spirit
• Tropicana Spirit, a cocktail of fruit juice and sparkling mineral, bottled not canned, was launched
in 2008 as a healthier alternative to other carbonated soft drinks. It claims to provide one of the
recommended five a day fruit and vegetables per serving. The product contains no added sugar
and is available in Blueberry and Blackberry, which contains 70% juice and 30% sparkling natural
mineral water; Orange and Mango; and Lemon and Grapefruit.
• The launch was backed by a £5 million marketing campaign, including press and outdoor
advertising, sampling, direct mail, promotions and PR support.
Market Developments
Tropicana launches Wally ads
Tropicana and Innocent plan a raft of NPD aimed at kids
Tropicana shrinks pack size to improve performance
more »
Copella
• PepsiCo’s premium apple juice brand Copella has performed well with 60% growth in sales
values in three years because of its appeal to upmarket consumers looking for provenance. The
brand’s marketing messages highlight its Suffolk and English apple heritage.
• The range comprises several apple-based variants, and is differentiated from its sister
brand Tropicana through its packaging in bottles. Two new flavours were added in 2007 to appeal
to families – Apple & Pear and Apple & Blackcurrant.
• Copella’s above-the-line advertising is principally distributed through the press. Below-the-line

activity such as sponsorship of open garden schemes is typical. In 2007 Copella ran a joint
promotion offering drinkers the opportunity to win a relaxing break in a National Trust cottage.
This partnership highlights the brand’s positioning as something quintessentially English. Copella
has experienced something of a renaissance because of the strong interest in local foods.
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Britvic
Market Developments
Britvic sales fizz
Britvic outperforming the market
Permira sells stake in Britvic for £81.5m
more »
Britvic is the number two soft drinks supplier in the UK with a portfolio that includes brands such as Pepsi,
Robinsons, J2O, Tango and Britvic and bottled water brand Drench. Britvic’s on-trade business is more
significant than its retail business in juices and juice drinks.
See Also
Children's Packed Lunches - UK
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Juice
Market Developments
Britvic axes Fruit Spring with Juicy Drench
Britvic results
Britvic
• Britvic is the leading supplier of fruit juice to the on-trade.
• In 2008 Britvic launched the first standalone pomegranate juice drink to the on-trade as part of its
mixers and juices range. The increasing demand for adult premium softdrinks has prompted this
move, which simultaneously taps into consumer trends for health and adventure.
• Britvic launched Pressed & Squeezed orange and apple juices into the on-trade in January 2006.
In 2007 they were rebranded Britvic OJ and Britvic AJ. These juices are packaged in 275ml glass
bottles, offering a larger serving than traditional mixers.
• Britvic responded to the banishment of fizzy drinks from school premises at the end of 2006 with
the launch of a new 100% pure juice product aimed at secondary school-aged children called the
Really Wild Drinks Company. The product is only available in school vending machines and
canteens.
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Juice drinks
J2O
• Britvic launched the J2O brand to the pubs, clubs and restaurants in 1998, as a sophisticated
alternative to alcohol. The brand has achieved buoyant sales reaching £47 million and made a
successful transfer to retail in 2002.
• The blend of 50% fruit juice with water is targeted at women aged 18-35.
• The brand maintains interest through regular flavour changes including limited editions. New
flavours for 2007 and 2008 included Apple & Blueberry, Orange and Passionfruit and a limited
edition Orange & Pomegranate that was so popular it was made a permanent feature.
Robinsons Fruit Shoot
Robinsons is best known as the leading brand of dilutable squash in the UK and has successfully
extended trust in its household name to juice drinks.
• RTD Fruit Shoot is now the leading children’s juice drink. Its health credentials appeal to parents
while its flavours and bright colours win children over. The sports cap lid makes it ideal
for drinking on the go with no mess.
• The drink is targeted at the 5-12 age range and was launched in 2000. In response to market
trends the product formulation has moved towards higher fruit content, vitamin enrichment and no
added sugar.
• The range currently comprises nine variants based on different flavours and regular/no added
sugar formulations in two sizes.
• In summer 2007 Britvic supported the launch of Robinsons Fruit Shoot 100%, a premium juice for
kids, with a £1.4 million TV and outdoor advertising campaign.
• Each bottle of Fruit Shoot 100% counts as one of the five recommended daily portions of fruit and
vegetables. It is available in Orange, Apple and Apple & Blackcurrant and contains no 'bits'.
• Fruit Shoot H2O flavoured waters were launched in 2006.
• Britvic has made sustained use of television advertising in support of its Fruit Shoot brand.
Animated characters used right across the Robinsons brand show little people having fun in a
sweet shop coloured world of fruit. TV and cinema ads run in 2008 for Fruit Shoot H2O feature
cute animated children enjoying puddle dancing to emphasise hydration and fun. The style has
been replicated on press ads for 100% juice.
Robinsons Smooth Juice
• Robinsons Smooth Juice is 100% pure juice with barley, which provides a smoother texture than
other juices.
• Britvic unveiled a £2.8 million advertising campaign for its Robinsons Smooth Juice brand in
2007. The ad shows a little animated boy pour a glass of Robinsons Smooth Juice and as
he drinks it he has an orange taste experience and imagines himself sliding down an orange
slide.
Market Developments
Robinsons aims to get kids active
Britvic to relaunch J2O
Britvic relaunches Fruit Shoot
Robinsons Fruit Spring
• Robinsons Fruit Spring was launched in 2004 as a more naturally formulated replacement for its
Fruit Break brand. Fruit Spring is a combination of fruit juice with water targeted at adults, and
comes in three flavours.
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Coca-Cola Enterprises (CCE)

• CCE juice and juice drink brands have experienced a mixed performance. Oasis and Capri-Sun
continue to enjoy healthy sales growth while Minute Maid and Five Alive have made little impact.
Capri-Sun
• Capri-Sun is the number two children’s juice drink brand with estimated sales in 2008 of £65
million and remains a popular lunchbox choice.
• Its performance has been helped by its reformulation, new packaging and flavour extensions.
Capri-Sun now has 3% lower sugar levels, a 20% higher juice content and has new resealable
packaging.
Oasis
Oasis is the leading adult juice drink brand. The success of Oasis has come through the marriage of
refreshment and health for its young adult audience which is looking for excitement and taste with a nod
to health, but something that is not mainstream and certainly more edgy than everyone else is drinking.
Value sales growth of 28% in the past three years makes this the fastest-growing juice drink on the
market.
• Oasis was originally presented in a 500ml format targeted at adults ‘on the go’ but has been
repositioned through its advertising for a younger adult audience. These consumers are looking
for something a bit different and maybe a bit healthier than fizzy drinks but can find water dull. It is
increasingly a popular choice with teenagers.
• Oasis comes in a range of portable formats and flavours including Citrus Punch, Summer Fruits
and Blackcurrant Apple. There is also a 1.5-litre take-home format of the popular Summer Fruits
variant.
• Two low-calorie Extra Light options contain just three calories per 100ml and are perfectly placed
to capitalise on this group’s weight and self-image concerns.
• In summer 2008 CCE launched a controversial advert, as part of a £4 million marketing

investment which includes TV and outdoor advertising, PR and in-store POS materials, featuring
the tale of a young Tennessee woman and her prickly boyfriend the Cactus Kid, to reinforce the
brand’s positioning as a tastier alternative to water.
• The ad was taken off air in October 2008 following complaints about the suitability of its content
and scheduling for a teenage audience.
• CCE is to launch a range of new products targeting both adults and children in the on-
trade. Schweppes Straightcut is a reintroduction of Oasis in glass bottles to the on-trade, which is
served in 330ml glass bottles.
Five Alive
• Five Alive RTD juice drinks are positioned as a family drinks. Each of the three flavours is fortified
with vitamins and minerals and contains no artificial flavours, colours or preservatives.
Minute Maid
Minute Maid is positioned to compete with Tropicana and as a relatively recent entrant to the market has
struggled to make significant gains against the leading brand. Sales values are estimated to have levelled
off in 2008 at £1 million below the £10 million achieved in 2007.
• Easter 2007 saw CCE relaunch the brand after mixed success since its launch in 2005, in which
time it has experienced reduced listings.
• The new range, backed by an £8 million marketing campaign, features new drinks, new pack
sizes and has had a packaging makeover.
• The marketing campaign features the strapline ‘Keep well made simple’ and is aimed at health-
conscious families, working adults and older people.
• First to launch was Minute Maid Summer Fruits, a 100% pure juice orange and berry blend.
• It will be followed by the introduction of two new functional drinks, called Specific Benefits, one for
cell defence and the other for digestive health. The range already includes three fortified
products, which have been renamed Nutri Top Up.
• Two new smoothies called Breakfast On The Go are positioned as a healthy way to help fill you
and keep going in the morning.
Market Developments
Appletiser plots Glam campaign
CCE drops four Minute Maid juice drinks
China rejects $2.4bn bid by Coca-Cola for Huiyuan Juice Group
more »
Deuce
• CCE’s Deuce brand competes directly with Britvic’s J2O brand, but is not as thick as J2O to
encourage higher volume consumption. Deuce is packaged in 275ml glass bottles and comes in
Orange or Cranberry flavours.
• CCE launched a still juice variant of the Fanta brand at the beginning of 2008 to encourage
lapsed drinkers who have switched to still drinks, as well as the teenage market. This is a
consumer base that, in terms of juices, remains untapped, with Capri-Sun targeting younger
children and Ribena and Oasis aimed at young adults.
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Gerber
Gerber Juice Company Ltd produces most of the UK's juice products. It owns the Sunpride, Southern
Delight and Southern Gold labels and produces and packages juice and juice drinks for retailers. In
addition leading brands such as Ocean Spray, Welch’s, Libby's Organic, Libby's C, Um Bongo and Sunny
D use the company to package their products. All this makesGerber the leading fruit juice and
juice drink producer in the UK.
Ocean Spray
US brand Ocean Spray pioneered the cranberry juice category. As the segment matures, and other
products have traded on the popularity of cranberry, sales have begun to level off to around £60 million in
2008.
• The core range of juices is primarily offered in 1-litre cartons, and comprises Classic, Blends and
Grower’s Select ranges.
• In July 2008 a new 'on the go' format of single-serve drinks was launched in Cranberry Classic,
Cranberry Classic Light and Cranberry & Raspberry flavours.
• Ocean Spray started 2008 with a TV campaign highlighting the health benefits of cranberries,
hoping to repeat the success of a 2007 campaign that resulted in an additional 1 million litres
being sold in five weeks.
• In 2007 Ocean Spray teamed up with Jordans Cereals to promote the benefits of a healthy
breakfast by offering a number of spa treats through on-pack promotions.
• Ocean Spray entered the smoothie market with Growers Reserve in May 2008 with a range of
cranberry-based smoothies targeted at affluent health-conscious over-45 females, making it the
first brand to actively seek to engage with older consumers. This demographic is key to juice
consumption at breakfast.
Welch’s
The Welch’s brand of grape juice and drinks was launched in 2002 in both the chilled and ambient aisles.
Welch’s is a long-standing mainstream brand in the US, available in a wide range of flavours.
• Sales have been boosted in 2007 and 2008 by brand extensions and a high-profile TV advertising
campaign (see Brand Communication and Promotion).
• Two new flavours – Purple Grape & Strawberry and Purple Grape & Raspberry – were launched
in 2007 to reach health-conscious consumers and rival products such as Tropicana Pure
Premium, which launched Cranberry Blend and Pomegranate Blend earlier in 2007.
• Two new Welch’s smoothies came onto the market in October 2008.
Market Developments
Gerber hires M2M for Sunny D media business
Florette teams up with Ocean Spray for campaign
My Agency to handle Sunny D relaunch

more »
Libby’s Organic
• Libby’s Organic, the leading brand of ambient organic juices, was rebranded Growers Organic
Direct in 2007 and is available in orange and apple varieties.
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GlaxoSmithKline (GSK)
GSK’s involvement in the juice market builds on its flagship Ribena squash brand.
• Sales of RTD juice drinks under the Ribena label were worth some £73 million in 2008, having
declined by 22% in the past three years.
• Growth of the RTD juice drink portfolio has suffered as support has shifted to improve the brand’s
contemporary reputation among young adults and away from children.
• In 2008 Ribena 100% pure juice was launched in two flavours – Blackcurrant Blend and
Raspberry & Blackberry blend, the brand’s first new range in three years
• The launch will be supported by a £5 million marketing campaign spread over television and
radio, in addition to nationwide sampling and digital campaigns. The core message was pure fruit
content.
Market Developments
Innocent hires vizeum
Innocent
• In a reversal of a trend in the juice market, Innocent, the leading smoothie brand, is introducing its
first straight orange juice to compete with Tropicana and Minute Maid.
• Its Innocent Orange Juice, available with or without bits, is unique in that it is a drinkmade from
both freshly squeezed and not-from-concentrate juice. The company is expecting the brand to
achieve £10 million in sales in its first year. This follows many smoothie launches by juice
companies.
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FIGURE 24: Minor brand and companies information
Brand Positioning and channels Key or new Noteworthy

products promotional
activity
2007-08
AdeZ Fruit juice and Dropped 2007 £3 million

(Unilever) soyadrink launched in 2006. by Unilever in the UK ‘Discover your
Maintenance of a stronger in 2008 due to low strengths’ with
body. sales. Mark Ramprakash
Contains as much calcium as and Kirsty
milk. Gallagher
One third of calories of fruit Caribbean island
juice. competition.
Pre-/no family couples and Supported by TV,
working mothers. press and digital
advertising,
Calypso Children’s juice and 2007 launched Juice Teamed up with

juice drinksspecialist. Shots as part of Save the Children
Distinctive cup format. school-approved to launch a bottled
Larger bottles of some range, which includes water brand, Thirst
products deliver one of five a Aquajuice. New Aid, which is
day. orange juice has ten- intended to raise
Value for money. month ambient shelf £55,000 to provide
life. Packed in cuplet, cleandrinking water
similar to in Ethiopia.
airline drinks.
New tropical juice in
recyclable packaging
for Fairtrade Fortnight
2008 to add to
existing fair trade
orange.
Del Monte Ambient juices from NPD effort going to Marketing

concentrate from fruit other categories eg outsourced in 2007.
growing specialists. 100% Juice range,
Big name in other fruit-based launched in March
categories such as canned. 2008, is first branded
UK juice and canned fruit range of fruit ices
production plant closed in which meets the
2008. government's five-a-
Through grocery multiples day target.
and impulse channels. Established brands
Listings gained include Del
inAsda andSainsbury’s in Monteambient juices,
2008. World Fruits
juicedrinks and Juice
Bar 100% pure chilled
juice.
Good Natured Environmentally friendly. Two variants launched Carton looks like its
Oranges sourced February 2008. wrapped in
from Rainforest Alliance- rainforst levaes.
certified farms with Challenging
sustainable management rivals Innocent and
practices. Feelgood.
‘Paradise’ ingredients.
Waitrose and whole food
markets.
Grove Acquired by organic health Extended organic £1 million support

Fresh(Wellness food supplierWellness juice portfolio with for new smoothie
Foods) Foods in 2007 for circa £9 two new varieties in range in 2007.
million. 2008.
UK’s leading premium organic
fruit juice brand.
Listed by all the major
grocery multiples.
MetroDrinks Foodservice including school Juice Patrol – healthy
vending machines and petrol fruit drinks for kids.
forecourts. Qu4ttro Stagioni –
Leading supplier of own-label sophisticated
freshly squeezed juices for fruitdrinks for adults.
the main grocery multiples. Both ranges
Products target children, relaunched with new
students & adults packaging in 2008.
Middle income & above. Qu4ttro Stagioni
launched a winter
recipe in 2008
featuring lemon and
ginger.
RDA Organic Super-premium organic. Functional range PR around Organic

Each bottle delivers RDA contains reintroduced Fortnight.
Vitamin C and one of five a English apple variety,
day. which is a superfruit
Foodservice outlets and more for cardiovascular
recently some multiple. health.
Delaying some NPD
launches until 2009
Rubicon Leading mango juice brand. Range uses mango TV, outdoor
Exotic health. papaya, guava, advertising, PR &
£45m Asian and Afro-Caribbean pomegranate, lychee, sampling. Delivered
delivering consumers aged 16-44 are passionfruit, and 113% value growth
double-digit key targets guanavana. on previous year.
growth for Rubicon drinks. Recent launches – Save our Sight
All major multiples and papaya campaign –
targeting foodservice superfruitdrink benefits of
Acquired Sunexotic sub-brand balanced diet with
by softdrinks manufacturerAG for blends lutein. Donating
Barr in November 2008. unwanted
sunglasses.
Sunexotic Fruit
Paradise TV ad.
Promotions around
National Mango
Week.
Source: Mintel
Brand Communication and Promotion

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Key points
• Above-the-line support for fruit juices and juice drinks has flattened during 2007 and 2008.
• TV is the key medium for promotion of soft drinks.
• PepsiCo keeps market-leading brand Tropicana well supported with campaigns that place
it on breakfast tables to keep heavy users engaged.
FIGURE 25: Main monitored media advertising spend on fruit juices and juice drinks, 2004-08*
Total Index Adspend:Sales

ratio
£m %
2004 16.2 100 0.6
2005 24.5 151 0.9
2006 26.5 164 0.9
2007 25.6 158 0.8
2008* 17.5 108 0.6

* January-August 2008 inclusive
Source: Nielsen Media Research/Mintel
• Above-the-line advertising expenditure in 2008 is set to move ahead of 2007 levels.
• TV is the main medium of choice for soft drinks and in 2008 accounted for 66% of main monitored
advertising spend. TV has taken a larger proportion of spend since 2006 when it accounted for
half of total spend.
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PepsiCo keeps Tropicana at the top

FIGURE 26: Main monitored media advertising spend on fruit juices and fruit juice drinks, by advertiser and
brand, 2004-08*
2004 2005 2006 2007 2008 Total
£m £m £m £m £m £m
Unilever UK 0.00 2.77 8.66 2.16 0.01 13.60

AdeZ Drinks Range 0.00 0.00 4.89 1.81 0.00 6.69
Batchelors – 0.00 0.00 0.00 0.01 0.00 0.01

Squeeze
Knorr – Vie Shots 0.00 0.00 0.17 0.00 0.00 0.17
Unilever Vie Shots 0.00 2.77 3.61 0.34 0.00 6.72
: : : : : : :
: : : : : : :
click here to show full table
* January-August 2008 inclusive
Source: Nielsen Media Research/Mintel
• PepsiCo has consistently been the highest spender on above-the-line advertising in this market,
except in 2007 whenBritvic put heavy support behind Robinsons Fruit Shoot, in order to capitalise
on the new opportunities opening up within children’s juice drinks for consumption at school.
• PepsiCo’s spend is largely accounted for by ongoing consistent support for Tropicana, its flagship
juice brand, to maintain its market-leading position.
• Ribena and Oasis have both seen above-the-line support increase significantly in 2008.
See Also
Carbonates - UK
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Wake up with Tropicana

• PepsiCo has created a strong association with breakfast for its Tropicana range of juices with a
series of TV and cinema ads that place the drinks on breakfast tables in cities throughout the
world under the banner ‘Wake up toTropicana’, to the sound of Judy Garland briskly singing the
classic Good Morning.
• There has been a slight shift in emphasis in recent years from a cosmopolitan New York scene
featuring pancakes and eggs Benedict to ‘hundred of cities’ across the globe, which depict more
diverse cityscapes and feature a more varied breakfast menu.
• This positioning keeps the brand firmly on the nation’s breakfast table, the key consumption
occasion for juices, particularly premium 100% and NFC products, so it is a mechanism for
reinforcing a habit amongst current drinkers.
• The positioning is also about luxury, sophisticated urban living and makes breakfast a special
occasion.
• An online promotion on the Tropicana website, running in the latter part of 2008, offers a free £75
voucher in exchange for three Tropicana carton caps and a till receipt, which can be redeemed
through Alastair Sawday’s luxury accommodation guide Special Places to Stay against a booking.
Again the link is to breakfast, comfort and something special.
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Keeping it healthy
• Ribena’s TV ads in support of its new 100% pure fruit juice lines focus on the product as juiced
blackcurrants and nothing else tapping into the demand for natural products that deliver health.
• The ‘Let us do the juicing for you’ ads feature a woman in a smart kitchen liquidising
blackcurrants and grapes but the lid is not on her blender so red juice sprays all over her, her
boiled eggs, toaster and dog. The narrator introduces Ribena's new 100% Pure Juices, and
suggests that we let them do the juicing for us, as the scene cuts to a large food manufacturing
plant, where the machinery and white-coated personnel are also liberally splattered with red juice.
• There are implied references to breakfast through the food she is preparing alongside the juice
and the DIY juicing activity will be something with which key AB consumers can identify.
• Welch’s purple grape juice has also used health as a promotional message during 2008 but
focuses on the relative health benefits of grape juice to orange juice.
• Its TV ad features a giant glass of people in orange jumpsuits representing the number of
antioxidants in a glass of orange juice, but twice as many people in purple suits are seen packed
tightly in another glass of the same size, which represents Welch’s Grape juice. Bill Oddie tells us
that Welch's Grape Juice contains twice as many antioxidants as orange juice (and is also
available as a smoothie).
• Rubicon’s SOS press campaign helps raise awareness of the importance of sunglasses and a
diet rich in Lutein in the protection and maintenance of eye health. Rubicon has teamed up with
vision care charity, The Eyecare Trust, to launch SOS, which aims to encourage people to donate
their unwanted sunglasses via collection bins at participating opticians from now until 31 October.
• Rubicon’s campaign will appeal to older consumers who are Juice Regulars; (see further analysis
for the consumer group analysis) and key charitable donors because they empathise with this
issue.
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Oasis ad turns sour

• The ‘Run, Cactus Kid, Run’ campaign for Oasis comprises three humorous 30-second TV spots,
shot in the style of a true romance, which depict the story of a young woman from Tennessee and
her green prickly boyfriend the Cactus Kid.
• The saga covers their disagreement with the girl’s mother over her choice of boyfreind, their
elopement and a motel stakeout where they are being pursued by the police. It has all the
elements a teenager can relate to – parents who don’t understand and who don’t approve of her
choices.
• The propsition for the ad is that Oasis is for people who don’t want to drink water. The strapline is
‘for people who don't like water’.
• This series is targeted directly at teenagers who are looking for refreshment and hydration but
want something tastier than water and not what their parents think is right for them.
• It is anti-establishment in style to appeal to teenagers who like to make their own food
and drink choices and tend to espouse anything that is the opposite of what their elders,
particularly their parents, advise.
• In October the ASA banned the campaign following complaints on six different counts including
its implied approval of underage sex and teenage pregnancy, its early scheduling and its
suggestion that the juice drink was as good as water contradicted good dietary advice.
• Banning the ad could actually work in the brand’s favour if teenagers see the ad’s forced
withdrawal as yet another attempt by the establishment to rein in their independence and could
give the campaign the status of a cult clip to be shared through online networks.
Channels to Market
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Key points
• Pubs and clubs have seen their share of the market fall as manufacturers have failed to
capitalise on the potential.
• Convenience stores and garage forecourts are driving growth in the off-trade.
• The growing popularity of pure fruit juice has boosted sales through leisure, HoReCa and
vending.
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Pubs perform poorly

FIGURE 27: Value sales of fruit juice and juice drinks, by outlet channel, 2003-08
2003 2005 2006 2007 2008 % change

(est) 2005-08
£m % £m % £m % £m % £m %
Off-trade 1,335 54 1,477 52 1,579 51 1,632 52 1,679 53 +13.7
Pubs and clubs 336 14 390 14 432 14 380 12 325 10 -16.7
Leisure, 802 32 979 34 1,084 35 1,112 36 1,152 37 +17.7

HoReCa,
vending
Total 2,473 100 2,846 100 3,095 100 3124 100 3,156 100 +10.9
Source: Mintel
• Pubs and clubs have struggled to maintain footfall in light of government anti-
binge drinking campaigns, the smoking ban and consumers cutting back on going out during the
economic downturn. According to the British Beer & Pub Association 36 pubs were closing a
week in Britain in autumn 2008, up from 27 a week in 2007.
• To make matters worse, juice manufacturers and landlords have failed to exploit the potential of
smoke-free pubs to attract families, with fruit juice and juice drink offerings limited to a small
number of J2O and Britvic variants. Adult softdrinks are doing better here, and fruit juice
manufacturers can try to enter the category as it will enable them to command a higher price.
• Landlords need to devote more attention to their fruit juice and juice drinks offerings, creating a
more varied and exciting choice for adults and introducing more products for children.
• As food becomes more central to pub offerings, juice manufacturers could link up with landlords
to offer ‘meal deals’ including a meal and juice drink. They could also offer pre- or post-dinner
non-alcoholic cocktails.
See Also
Pub Catering - UK
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Convenience is crucial
• Sales within the off-trade have seen a marked split in performance between multiples, whose
sales have grown only moderately, and convenience stores including Co-ops, symbol stores and
garage forecourts, whose sales have grown markedly.
• This suggests that drinks for immediate consumption are a key driver of off-trade growth, which in
turn highlights the importance of convenient, on-the-go formats in the market.
• Sales of fruit and fruit juice have seen the greatest growth through leisure, HoReCa and vending
channels. Fruit juice in particular has performed well, with demand driven by healthy eating
trends. Sales in schools have been boosted by the removal of carbonated drinks.
Channels to Market
bookmark | export
Key points
• Pubs and clubs have seen their share of the market fall as manufacturers have failed to
capitalise on the potential.
• Convenience stores and garage forecourts are driving growth in the off-trade.
• The growing popularity of pure fruit juice has boosted sales through leisure, HoReCa and
vending.
bookmark | export
Pubs perform poorly

FIGURE 27: Value sales of fruit juice and juice drinks, by outlet channel, 2003-08
2003 2005 2006 2007 2008 % change

(est) 2005-08
£m % £m % £m % £m % £m %
Off-trade 1,335 54 1,477 52 1,579 51 1,632 52 1,679 53 +13.7

Pubs and clubs 336 14 390 14 432 14 380 12 325 10 -16.7
Leisure, 802 32 979 34 1,084 35 1,112 36 1,152 37 +17.7

HoReCa,
vending
Total 2,473 100 2,846 100 3,095 100 3124 100 3,156 100 +10.9
Source: Mintel
• Pubs and clubs have struggled to maintain footfall in light of government anti-
binge drinking campaigns, the smoking ban and consumers cutting back on going out during the
economic downturn. According to the British Beer & Pub Association 36 pubs were closing a
week in Britain in autumn 2008, up from 27 a week in 2007.
• To make matters worse, juice manufacturers and landlords have failed to exploit the potential of
smoke-free pubs to attract families, with fruit juice and juice drink offerings limited to a small
number of J2O and Britvic variants. Adult softdrinks are doing better here, and fruit juice
manufacturers can try to enter the category as it will enable them to command a higher price.
• Landlords need to devote more attention to their fruit juice and juice drinks offerings, creating a
more varied and exciting choice for adults and introducing more products for children.
• As food becomes more central to pub offerings, juice manufacturers could link up with landlords
to offer ‘meal deals’ including a meal and juice drink. They could also offer pre- or post-dinner
non-alcoholic cocktails.
See Also
Pub Catering - UK
bookmark | export
Convenience is crucial
• Sales within the off-trade have seen a marked split in performance between multiples, whose
sales have grown only moderately, and convenience stores including Co-ops, symbol stores and
garage forecourts, whose sales have grown markedly.
• This suggests that drinks for immediate consumption are a key driver of off-trade growth, which in
turn highlights the importance of convenient, on-the-go formats in the market.
• Sales of fruit and fruit juice have seen the greatest growth through leisure, HoReCa and vending
channels. Fruit juice in particular has performed well, with demand driven by healthy eating
trends. Sales in schools have been boosted by the removal of carbonated drinks.
The Consumer – Usage

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Key points
• The fruit juice sector has a firm foundation in high numbers of frequent juice drinkers.
• Morning remains the most popular time of day to drink fruit juices so the best prospects
for volume growth lie in exploiting drinking occasions beyond breakfast.
• Women, young adults aged 16-24 and ABs are the most significant user groups.
...to Appendix: The Consumer – Usage

See Also
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Juices stay on a high

• Exclusive consumer research undertaken by Mintel amongst 2,001 internet users aged 16+
reveals that, despite its maturity, this market continues to achieve high rates of penetration and
that frequency of consumption is high.
FIGURE 28: Trends in the frequency of consumption of fruit juices and juice drinks, July 2008
Base: 2,001 internet users aged 16+
Any juice drinkers 90
More than once a week 49
Once a week 17
At least once a month or more 14

Less than once a month 10
Don't drink them 10
Source: GMI/Mintel
• Half of online adults drink fruit juices more than once a week, which indicates a high level of
consumer frequency and engagement providing manufacturers with a solid consumer base. Only
one in ten of the online UK population do not use them.
See Also
Carbonates - UK
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Three key demographic groups like a daily dose

• Gender, age and income are the key demographic indicators of participation in the fruit juice
market.
• The consumption of juices is most prevalent among women, those aged 16-19 (hence people in
full-time education), ABs and those with children aged 10-15 in their household. Broadsheet and
mid-market tabloid readers and customers of Marks & Spencer, Sainsbury’s and Waitrose are
also above-average consumers.
• These sub-groups are also the most frequent consumers, along with 45-54-year-olds. These
frequent drinkers drinkjuices more than once per week.
• The once-per-week consumer may be linking the drink to a weekly occasion such as weekend
breakfast when they are without the weekday pressure of a young family, or perhaps treating
themselves.
• These consumers tend to be aged 20-34, have pre-school-aged children in their household and
regularly try to lose weight through diet and exercise so they may be regulating their intake.
• The demographic profile of the non-users and that of those who drink juices less than one a
month overlap – including above-average numbers of men, over-55s, the retired, people on low
incomes, those living alone and those who say they rarely exercise and eat what they like.
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Good morning juice

FIGURE 29: Consumption of fruit juices, by main drinking occasion, July 2008
Base: 1,797 internet users aged 16+ who drink fruit juices
%
Morning 52
Afternoon 18
Evening 16
Midday 14
Source: GMI/Mintel
• Morning is the most popular drinking occasion for juices and juices drinks, indicating that the
majority of consumersdrink juice and juice drinks most often at breakfast.
• A similar survey conducted for Mintel’s report on this market in November 2006 shows that there
has been a slight shift away from consumption in the morning to other times of the day.
• Manufacturers have worked hard to position juices as a refreshing alternative to carbonates and a
tastier proposition than water and this movement towards different occasions throughout the day
reflects this; as well as the impact of health on the nation’s eating habits as a whole.
• Mintel suggests various strategies for targeting consumers who drink juices at different times of
the day, based on their demographic profile:
See Also
Smoothies - UK
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FIGURE 30: Who drinks fruit juices when and how could they be targeted?, July 2008
Base: 1,797 internet users aged 16+ who drink fruit juices
Profile of drinker Propositions which will appeal to these drinkers and

may attract new users to this occasion
Mainly in the morning:
Part-time employee Premium
£50,000+ household income Weight loss
Mid-market tabloid readers Promote in lifestyle, cookery and home interest magazines
Shop at Marks & Spencer

Regularly try to lose weight
through diet and exercise
: :
: :
click here to show full table
Source: GMI/Mintel

Fruit Juice and Juice Drinks

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Fruit Juice and Juice Drinks - UK - November 2008

Key report themes:

What are the new drivers in the market?

The outlook of the future of the market

Issues in the Market

• What are the new drivers in the market?

• The outlook of the future of the market

Other Mintel reports of relevance include:

- Smoothies – UK, Market Intelligence, October 2008

- UK Retail Briefing – Food and Drink Focus, August 2008

- Pub Catering – UK, Leisure Intelligence, July 2008

- Snacking on the Go – UK, Market Intelligence, April 2008

- Drinking Habits – UK, Consumer Goods Intelligence, February 2008

- Premium Soft Drinks – UK, Market Intelligence, January 2008

- Low-alcohol and Alcohol-free Drinks – UK, Market Intelligence, January 2007

-Adult Soft Drinks – UK, Market Intelligence, January 2006

- On-trade Soft Drinks – UK, Market Intelligence, September 2007

- Fresh Fruit and Vegetables – UK, Market Intelligence, January 2007

and the forthcoming:

- Carbonated Soft Drinks – UK, Market Intelligence, February 2009.

BMRB British Market Research Bureau

CCE Coca-Cola Enterprises

NAS No added sugar

NFC Not From Concentrate

Nielsen For further information, please contact nmr.communication@nielsenmedia.co.uk

GAD Government Actuary's Department

GNPD Global New Products Database

BOGOF Buy one Get One Free

NPD New product development

NTC Newsagent Tobacconist Confectioner

POS Point of Sale

RTD Ready To Drink

Juices dry up in the morning

Tough times tempt thriftier drinkers

Keep it naturally healthy

...to Internal Market Environment - Juice ticks the one-of-five box

To the lunchbox and beyond

...to Broader Market Environment - Lunchbox launches

Concentrated competitive arena

The future’s healthy

Internal Market Environment

• Juice drinking is linked strongly to the breakfast meal occasion, which is

...to Appendix – Internal Market Environment

Juice ticks the one-of-five box

• The FSA’s monitoring of five-a-day consumption shows that in 2007, 58% of

• The government carefully restricts manufacturers from claiming that they

• Consumers are already aware of how conveniently a glass of juice contributes

Base: Adults 15+

2003 2005 2007 Change

I am prepared to pay more for foods 36.9 46.8 43.5 6.5

I always think of the calories in what I 21.3 22.6 24.0 2.7

I try to include plenty of fibre in my diet 54.8 58.9 60.0 5.2

I think fast food is all junk 33.7 40.1 38.8 5.0

I consider my diet to be very healthy 38.3 42.3 43.0 4.7

Note: All data is taken from a TGI sample of 25,000 adults

download into spreadsheetcreate new graph

Source: GB TGI, BMRB Q2 (January-December), 2004/06/08BMRB

Nature’s bounty is good for you

• Demand for naturally healthy products has caused manufacturers to revamp

• Similarly there is increasing activity in the organic arena.

• A ban on artificial sweeteners in schools has provided an opportunity for

• The emphasis on naturalness has seen manufacturers incorporating a wider

Children’s health is a priority