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Health and wellbeing continue to shape consumer choice in the soft drinks market, juice in particular is benefiting from consumer interest in the more natural options available. This trend is particularly evident in developed markets where consumers are increasingly demanding multi-functional beverages. Fortified juices are being developed in response to an interest in optimum nutrition combined with convenience. A carton of juice packed with the essential vitamins and minerals required for the day is regarded as a quick fix for many consumers. The soft drinks market overall is fairly stagnant due to its maturity, growing by an average 0-4% annually, however, interest in health has fuelled global growth in recent years (combined with the hot summer in 2003) and reinvigorated many categories within the market - including juice.

Table of Contents
 

 
The Juice Market Outlook to 2008
 
Executive summary 8
 
The juice market overview 8
 
Focus on pure fruit juice 8
 
Identifying market leaders and best-practice strategies 10
 
Market trends and new product development 11
 
Industry opinion survey and conclusions: where next for the juice
 
market? 12
 
Chapter 1 The juice market overview 14
 
Summary 14
 
Introduction 14
 
Sizing up the market 15
 
Market value 15
 
Juice market value, 1998—2003 15
 
Juice market value, 2004—2008 16
 
Future forecast 16
 
Market volume 16
 
Juice market volume, 1998—2003 17
 
Juice market volume, 2004—2008 17
 
Future forecast 17
 
Chapter 2 Focus on pure fruit juice 20
 
Summary 20
 
Introduction 21
 
Pure fruit juice 21
 
Market value 21
 
Pure fruit juice market value, 1998—2003 21
 
Future forecast 22
 
Pure fruit juice market value, 2004—2008 22
 
Market volume 23
 
Pure fruit juice market volume, 1998—2003 24
 
Pure fruit juice market volume, 2004—2008 24
 
Future forecast 24
 
Major drivers in pure fruit juice 25
 
Massive potential in Eastern Europe 25
 
Focus on Poland’s potential 26
 
NPD trends in pure fruit juice 27
 
Adult soft drinks with premium flavours 27
 
Chapter 3 Identifying market leaders and
 
best-practice strategies 30
 
Introduction 31
 
Top five juice market leaders in Belgium 31
 
Top five juice market leaders in Germany 32
 
Top five juice market leaders in Japan 32
 
Top five juice market leaders in Spain 33
 
Top five juice market leaders in the UK 33
 
Top five juice market leaders in the United States 34
 
Best practice case study from the market leaders 34
 
Case study one: Minute Maid from Coca-Cola is a driving force in the US
 
juice market 34
 
Case study two: The juice from Del Monte 36
 
Case study three: Ocean Spray innovates 37
 
Performance in a declining market 37
 
Case study four: PepsiCo’s Tropicana 38
 
Tropicana steps up to the challenge facing carbonates 38
 
Expanding the healthy image proves fruitful 39
 
Smooth acquisition 39
 
Making a fizz 40
 
The Smart Spot 40
 
Case study five: Welch’s covers all bases in the juice market 40
 
From 1869 to 2005 40
 
Novelty juices 41
 
Case study six: Feel Good Drinks 42
 
Case study seven: RDA Organic 43
 
Chapter 4 Market trends and NPD 46
 
Introduction 47
 
Consumer confusion 47
 
Added value from added ingredients 47
 
France welcomes the cranberry 48
 
Even juices experienced the low carb impact 48
 
The next big thing in juice: pomegranate 49
 
Rap stars launch their own juice brands 50
 
Fruit juice for kids 50
 
Japanese lead the health and wellness movement 51
 
Del Monte’s seasonal innovation 52
 
Chapter 5 Industry opinion survey and
 
conclusions: Where next for the
 
juice market? 54
 
Introduction 55
 
Enjoyment is the most important driver in the soft drinks market 55
 
Pure fruit juice takes the lead as the strongest category 57
 
The media has helped drive growth and innovation in the juice category 58
 
The legal minefield of health claims 59
 
Conclusions: the future potential for the juice category 60
 
Healthy new product launches opens the way for small, niche brands 60
 
Major players to launch healthier brand extensions with fruit juice inspiration 60
 
Functional juices 61
 
Targeting the kids’ lunchbox market 62
 
Innovative taste profiles 63
 
Low calorie juice variants 63
 
Chapter 6 Appendix 66
 
Industry opinion survey 66
 
Index 69
 

 

 

 
List of Figures
 

 

 
Figure 2.1: Forecast pure fruit juice market value across the 10 countries, 2008 23
 
Figure 2.2: Forecast pure fruit juice market value across the 10 countries, 2008 25
 
Figure 2.3: The English Garden collection: Damson and Plum 28
 
Figure 3.4: Coca-Cola focusing on its juice brands to enhance healthy positioning 35
 
Figure 3.5: Novelty and premium packaging to match flavour combinations 41
 
Figure 3.6: Feeling good about healthy soft drinks 43
 
Figure 3.7: Organic on its way to mainstream 44
 
Figure 4.8: Pom Wonderful: Pomegranate Juice Drink 49
 
Figure 4.9: Pimp juice: a premium, energy drink with celebrity endorsement 50
 
Figure 4.10: Innocent Kids 51
 
Figure 5.11: Importance of four major drivers on soft drinks market growth 56
 
Figure 5.12: Which sectors have witnessed the strongest growth in your region in the past 12
 
months? 58
 
Figure 5.13: What is driving growth and innovation in the juice category? 59
 
Figure 5.14: Tango Clear: moving away from carbonates’ image and closer to the healthier
 
reputation of fruit juice 61
 

 

 
List of Tables
 

 

 
Table 1.1: Juice market value, $m, 1998—2003 15
 
Table 1.2: Juice market value, $m, 2004—2008 16
 
Table 1.3: Juice market volume, litres m, 1998—2003 17
 
Table 1.4: Juice market volume, litres m, 2004—2008 17
 
Table 2.5: Pure fruit juice market value, $m, 1998—2003 21
 
Table 2.6: Pure fruit juice market value, $ m, 2004—2008 22
 
Table 2.7: Pure fruit juice market volume, litres m, 1998—2003 24
 
Table 2.8: Pure fruit juice market volume, litres m, 2004—2008 24
 
Table 3.9: Top five juice market leaders, Belgium, by market value share 31
 
Table 3.10: Top five juice market leaders, Germany, by market value share 32
 
Table 3.11: Top five juice market leaders, Japan, by market value share 32
 
Table 3.12: Top five juice market leaders, Spain, by market value share 33
 
Table 3.13: Top five juice market leaders, UK, by market value share 33
 
Table 3.14: Top five juice market leaders, United States, by market value share 34
 
Table 5.15: Please rate the following drivers in order of importance to the soft drinks market 56
 
Table 5.16: Which sectors have witnessed the strongest growth in your region in the past 12 months? 57
 
Table 5.17: What is driving growth and innovation in the juice category? 59