In this episode of Category Close-Up: Expert Analysis, we’ll be taking a deep dive into the juice category.
Our guests for this episode include:
- Jeff Crumpton, Retail Reporting Solutions Manager, SPINS
- Brad Barnhorn, Board Member and Advisor, Barnhorn Growth Advisors
- Tabitha Sewell, Senior Category Manager – Dairy, Non-Dairy, & Refrigerated Beverages, KeHE
In the uncertain early days of the pandemic, Americans reassessed their priorities as CPG consumers in light of new concerns around health and finances. And what many determined was that juice — despite years of declining sales and ongoing concerns of sugar — had an important place within them.
Refrigerated juice, led by a resurgent orange juice category, was up over 13% year-over-year through January, while aseptic juice grew around 3.5% according to IRI. With functional innovations and new brands entering the set, along with the continued rise of juice shots, the category has reason for optimism as immunity remains a powerful growth driver.
Yet as we progress into a new year with the prospect of a return to pre-pandemic conditions, the question remains if that momentum can carry on longer. Consumers’ overall desire to reduce their sugar intake still remains a barrier to entry, as do the costs involved with manufacturing and shipping a fresh product. Coca-Cola’s decision to cut legacy brand Odwalla as part of an overall culling of its portfolio indicates to a degree the way in which large strategics are viewing the potential for the juice category, which finds itself facing growing competition from other functional and hydration drinks.
In this episode, the panel examined the present and future of the juice segment, framing current trends against historical precedents and consumer preferences. Taking into account the current surge in interest around immunity support juices and shots, the group examined why some of the long-term category challenges around sugar content and limited refrigerated cooler space may not be going away anytime soon. Other topics included how investors are evaluating opportunities in the space, emerging subcategories within juice, the evolution of on-premise juice bars and how changing use occasions are driving interest in multiserve formats.
Following our Expert Analysis panel, we’ll shift perspective tomorrow to hear directly from the brands and entrepreneurs that are actively processing these major categories at retail on Product Showcase. BevNET managing editor Marty Caballero will be joined by Taste Radio’s Ray Latif to interview a range of juice brand leaders, each allotted 5-7 minutes to discuss product strategy and new product information.
Both Expert Analysis and Product Showcase are available exclusively to BevNET/NOSH subscribers and can be viewed here.