Thursday, April 11, 2013
The Power of Prune Juice
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 juices and juice drinks consumed by households hardly kept up with population growth.
Yet, underneath its apparently placid surface, the market for packaged 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.
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.
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.”