US Fruit and Vegetable Juices Market by Packaged Fact

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When defined in terms of overall dollar sales and volume consumption, the market for fruit juices and
juice drinks has remained remarkably stable for years. Packaged Facts estimates that between 2007 and
2012 dollar sales of fruit and vegetable juices and juice drinks barely budged and that the volume of juice
and juice drinks consumed by households hardly kept up with population growth.

Yet, underneath its apparently placid surface, the market for juices and drinks has been roiled by
undercurrents of constant, unpredictable change. Traditional consumption patterns are rapidly changing
as consumers continue to turn away from classic products such as frozen orange juice. For example,
between 2007 and 2012, the consumption of orange juice declined by 3.6%. Frozen orange juice
experienced an especially significant decline (-14.7%).

As they reject the traditional, consumers are embracing new juices and juice drinks with wildly innovative
forms and flavors. Many of the products achieving the highest growth rates are those riding the wave of
trends and fads driven by juice bars and smoothie chains that have had a seemingly overnight impact on
the tastes of health-obsessed juice consumers.

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As a result, the market for packaged fruit and vegetable juices has been upended. No longer do
consumers need to frequent juice bars or natural and specialty gourmet retail channels to find novel
blends and flavors. They only need to cruise the aisles and perimeter of their nearest supermarket to find
a wide range of cutting-edge products such as exotic blends of fruit juices, unexpected combinations of
fruit and vegetable juices, smoothies, coconut water, aloe vera juice, and juices made from mysterious,
antioxidant-rich "superfruits."

This new Packaged Facts report analyzes how the fruit and vegetable juice market has evolved into its
current configuration and identifies what marketers need to do to stay on top of even more challenging
changes in the future. The report pays particular attention to the competitive threats facing marketers of
packaged juices and highlights how they can take advantage of emerging market opportunities.

Fruit and Vegetable Juices: U.S. Market Trends identifies a number of factors that are likely to lead to
accelerating growth in a market that has showed little momentum in recent years. First, it is likely that the
increase in the number of large households as a result of the rise in the population of multicultural
consumers will have a disproportionate impact upon growth in the overall market for juices and juice
drinks. Furthermore, Packaged Facts anticipates that there will be an intensive effort on the part of juice
marketers to respond to consumer concerns about the high sugar content of their products by introducing
a broader array of low-calorie products based on safe alternatives to sugar. It is also expected that
marketers will continue to innovate and launch new, premium, high-profit, better-for-you juice products
that attract health-conscious Millennials and Boomers seeking out the latest flavor fad.

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Market Definition

This Packaged Facts report defines the market for fruit and vegetable juices and juice drinks on the basis
of product segments provided by SymphonyIRI InfoScan Reviews, which tracks sales through U.S.
supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but
excluding Walmart) with annual sales of $2 million or more. SymphonyIRI InfoScan divides the juice and
juice drink category into the following major product types or segments: aseptic juices and juice drinks;
juice and juice drink concentrates; bottled juices; canned juices; frozen juices; and refrigerated juices and
drinks. Where SymphonyIRI InfoScan data allow, the report further breaks down each segment into fruit
and vegetable juices.

Methodology

The first source of primary data used in this report is SymphonyIRI InfoScan Reviews as described
above. The second is the Summer 2012 Simmons National Consumer Study (NCS), which was fielded
between October 2011 and November 2012. Simmons conducts telephone and booklet-based surveys of
a large and random sample of consumers who in aggregate represent a statistically accurate cross-
section of the U.S. population. Each Simmons NCS survey release involves a sample of approximately
25,000 respondents. The report also includes data from the SPINSscan from SPINS, Inc., which tracks
product sales in the natural and specialty gourmet supermarket channel.

The report is also based upon data collected from a wide range of industry sources, including company
websites, trade publications, business newspapers and magazines; consumer blogs; and annual reports,
10Ks and other releases from public companies.

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Table of Content

Chapter 1 Executive Summary

Market Definition
Methodology
Topline Insights and Opportunities
Health Concerns Infiltrate the Market
Major CPG Juice Marketers Need to Confront Competition from Unexpected Sources
Juicing Companies Muscle into CPG Channels
Continuous Innovation Can Provide Platform for Growth
Healthy Alternatives to Sugar Offer a Path to the Future for Juice Marketers
Juice Marketers Can Benefit from Targeting Multicultural Families
Sales Trends
American Households Turn Away from Frozen OJ to Other Kinds of Juices and Juice Drinks
Fast-Growing Juice Products Reflect Broader Trends
Market for Juices and Juice Drinks Nears $20 Billion
Mass-Market Juice Sales Stay Flat
Growth Expected to Accelerate
Retail Sales Will Exceed $21 Billion in 2017
The Competitors
Coca-Cola Co. and PepsiCo Control One-Third of Mass Market
Tropicana Brand Tops in Mass Market
Marketers' Success Varies across Segments of Mass Juice Market
The Cola Wars Morph into a Pitched Battle for the Juice Market


Campbell Soup Company Scoops Up Bolthouse Farms
Marketing and New Product Trends
Juice Companies Appeal to Consumers' Consciences with Cause-Related Marketing Campaigns
Simply Cranberry Tops List of New Juice Products in Mass Market
Coconut Water Generates Controversy and Sales
Could Beet Juice Become the Next Health Fad?
Cacao Juice Becomes Latest "Superfood" to Hit the Market
Chapter 2 Topline Insights and Opportunities Topline Insights
Juice Market Stagnant on the Surface but Has Wild Currents Underneath
Health-Conscious Consumers Flock to Better-for-You Super-Premium Juice Products
Health Concerns Infiltrate the Market
Major CPG Juice Marketers Need to Confront Competition from Unexpected Sources
Chapter 3 Sales Trends Historical Trends
American Households Turn Away from Frozen OJ to Other Kinds of Juices and Juice Drinks
Continuous Innovation Will Enable CPG Marketers to Ride Juicing Wave
Super-Premium Juices Promise Super Profits
Parental Anxiety about Sugar May Stunt Growth of Juice Market
Marketers Mitigate Potential Damage by Responding to Consumer Concerns
Juice Sales May Suffer as More Supermarkets Promote Better Balance
between Juice and Fruits for Children
Grocers Start to Compete with Packaged Juices by Offering Fresh Squeezed
Juices
Bottled Water May Yet Prove to Be Arch-Enemy of Juices
Projected Market Growth
Growth Expected to Accelerate
Retail Sales Will Exceed $21 Billion in 2017
Table 3-14: Projected U.S. Retail Sales of Fruit and Vegetable Juices and
Juice Drinks, 2012-2017
Chapter 4 The Competitors Overview
Coca-Cola Co. and PepsiCo Control One-Third of Mass Market
Selected Competitor Profiles
The Coca-Cola Company and PepsiCo: The Cola Wars Morph into a Pitched Battle for the Juice Market
Ocean Spray Cranberries Inc. Posts Record Sales
Campbell Soup Company Scoops Up Bolthouse Farms
Chapter 5 Marketing and New Product Trends Marketing Trends
Juice Companies Appeal to Consumers' Consciences with Cause-Related Marketing Campaigns
AriZona Beverages Succeeds in Partnership with Golf Icon
New Product Trends
Brands, 52 Weeks Ending January 27, 2013
Could Beet Juice Become the Next Health Fad?
Cacao Juice Becomes Latest "Superfood" to Hit the Market
Spicy Flavors Expected to Heat Up Juice Market
Starbucks' Evolution Fresh Brings Unique Twist to Premium Juice Market
Arizona Beverages Debuts Fan-Picked Flavor
Marketers Add Fizz to Juices and Juice to Sparkling Water
Chapter 6 Consumer Trends Trends in Consumer Behavior
Foil Pouches Gain in Popularity

For more details contact Mr. Priyank Tiwari: [email protected] / +18883915441
Website: http://www.rnrmarketresearch.com