add powerful punch to keep juice sales flowing
old juice from concentrate just doesn't cut it with consumers
anymore. Buyers are looking for healthy, 100% juice products,
drinks fortified with extra vitamins and minerals, or interesting
new flavor combinations such as carrot, strawberry and kiwi to
tantalize taste buds.
by juice makers last year helped boost sales 6.3% to $10.84 billion
at food, drug and mass merchant retail outlets, according to Information
Resources Inc. All types of juice saw gains except for frozen
juice concentrate, which continues to decline in popularity
juice sales grew the most, increasing 13.2% to a whopping $4.26
billion. Bottled juice sales rose by 10% to $3.83 billion, and
single-serve juice drinks and juice drinks targeting children
grew 12% in sales to $778 million.
statistics provided by IRI showed newer products making an impact.
Campbell's fruit-and- vegetable blend VS Splash, which debuted
in late 1998, notched up 25.7% in sales to $185 million this past
which in 1996 was the first company to launch a 100% cranberry
juice, became the top brand in that category with sales of $101
some old standbys had a good year as well Capri-Sun, introduced
in the 1980s and purchased by Kraft in 1992, grew 19.6% in sales
to $315 million.
new flavors and the growing popularity of children's juice drinks,
the functional food fad took the juice industry by storm, which
resulted in a race by juice makers to add minerals and vitamins.
a similar vein, organic juices have started to pop up, as have
products fortified with herbs. So far, the country's biggest juice
producers haven't tested organic juice and herbal additives.
Hemphill, vp of the Beverage Marketing Corp., said nutrient enrichment
and a shifting consumer preference for 100% juice products are
reshaping the juice category.
the late 1980s we saw a proliferation of high-quality fruit drink
products, and they really dominate the growth of the market,"
said Hemphill. "Since then, those products have tapered off
in their growth."
still the top seller in cranberry juice cocktail, Ocean Spray
saw sales of its signature line drop 5.8% to $414 million last
year at food, drug and mass retail outlets, according to IRI.
Fruit drinks, punches and cocktails contain less than 50% juice.
Spray responded to the market shift with the relaunch of its Wellfleet
Farms line as Ocean spray premium 100% juice. The premium juice
has more cranberry flavor and is fortified with 130% of he recommended
daily allowance of vitamin C.
cocktail line includes a new product called Plus, which features
10% RDA of calcium, 10% each of vitamins A and E, and 130% of
vitamin C, as well as extra tannin, the part of the cranberry
responsible for aiding in prevention of urinary tract infections.
Cranberries followed suit when it acquired the Seneca brand last
year. Under its value-priced Seneca label, the company added cranberry
juice drinks for the first time, all fortified with calcium. Seneca's
existing apple juice line also was enhanced with calcium.
went even further when it pumped up the calcium content of its
orange juice products to 35% of RDA. In bottled juice, Tropicana
fortified its fruit blend Twister line with vitamin C.
last year, rival orange juice maker Minute Maid had completed
adding calcium to most of its products as well. The company went
with 35% RDA of calcium on its chilled orange juice and 10% calcium
in Hi-C and Minute Maid children's drinks.
first started fortifying orange juice in 1987. In the last year,
we've really expanded the calcium-fortified product offering,"
said Audrey Rummele, senior public relations specialist.
and Welch's, meanwhile, haven't been as anxious to experiment
with calcium because of the debate over how much additive is appropriate
and whether it detracts from the naturalness of the juice. While
Welch's offers one refrigerated juice cocktail with calcium, Mott's
has stayed clear of the mineral.
are a much safer bet, therefore Welch's added extra vitamin C
to all of its bottled 100% juices and refrigerated juice cocktails.
Mott's also puts 100% vitamin C in its Hawaiian Punch products,
as does Nestle in its Juicy Juice line.
players aren't afraid of cashing in on the herbal craze, however.
Langers boosts some of its 64-oz. 100% juices with plenty of extra
vitamins and minerals. One juice called Coldbuster 100 features
echinacea, an herb touted for helping the body's immune system.
far, none of the major juice makers have launched organic products,
although lesser-known brands can be found at retail. At stores
surveyed in Rockwall, Texas, at least three such brands were carried
in a separate organic section near the produce department at Kroger,
while Albertson's had two types of organic juice in its bottled
juice aisle. Organic juices weren't found at a Target and a Wal-Mart
Supercenter in that city or at a Big Kmart in Garland. Texas.
fortification may be the hottest trend in juice products, convenience
in packaging is also driving sales. Most companies have moved
out of glass in family-sized juices toward lighter plastic bottles
with easy-grip handles. And many chilled juices come with a screw-off
consumers want products that are easy to open and ready to drink,
which many consider the reason that both sales and product offerings
in frozen concentrate decline each year.
interesting development is the expansion of chilled juice products.
Refrigerated cases, dominated by orange juice in the past, are
now home to a variety of fruit-flavored drinks.
tested six refrigerated juice cocktails last year and had such
success that the product is now being rolled out nationwide. Tropicana's
Dole brand also has chilled all-juice blends.
one thing we know about heavy juice consumers is they just love
variety," said Ross Elkin, marketing director for Welch's.
is also the operative word in children's fruit beverages, as the
number of brands in the $778 million business grows each year.
The 12% increase in category sales reported by IRI last year was
due primarily to fruit drinks rather than all-natural juices.
Capri-Sun's novel lead with pouch packaging more than 20 years
ago, Minute Maid Coolers and Hi-C Blast also came out in the pouch
form that older kids prefer.
newcomers in children's juice drinks include Kraft's Tang brand
fruit drink in a pouch, VS Splash in juice boxes and both Hi-C
Blast and Minute Maid Coolers, which are still in testing phases.
significant piece of the juice business is the power of private
labels. Value-priced store brand juices are common at the nation's
largest supermarket chains and clubs.
are also plentiful in private label, such as Albertson's own Splash
and Kroger's Splurge, which are knock offs of V8 Splash.
the Big Three, Target was the last to dive into private label,
with its launch last year of 64-oz. bottled juices under its Archer
Farms Market brand. Most private label juices have added 100%
vitamin C. Calcium fortification is less predominant.
they're generally cheaper, store brand products command the No.
2 spot in sales of cranberry juice cocktail, orange juice and
grape juice, IRI data shows. In apple juice, a favorite beverage
for infants and toddlers, private label is the top seller by a
often places its Great Value or Sam's Choice private label juices
in the racetrack to capture impulse buys.
brands such as Capri-Sun are also common on endcaps at the Big
Three, while a Big Kmart in Garland recently featured V8 Splash
on an endcap--perhaps because Kmart didn't have its own copycat
product in its American Fare label.
juice is under a well-known national name or a store label, sales
keep increasing, IRI data shows. But it's up to the major juice
vendors to keep innovating to offer the juice products consumers
want and to keep private label from eating away at market share.
way, retailers benefit by increased sales due to the multitude
of product choices.