Juice and Juice Drinks

Sub-Category Report H2 2014

April 2015
 Executive summary
• Juice and juice drinks accounted for 44% share of the global soft drinks category
tracked launches in H2 2014. Juice and juice drinks launches recorded a CAGR of
12.6% over the past 5 years. The growth is in line with the soft drinks category CAGR
of 13%.

• Europe, commanding more than 40% share, is the leading region for juice and juice
drinks launches tracked during H2 2013 to H2 2014.

• Coca Cola is the market leader in H2 2014 juice and juice drinks launches tracked.
The top 7 companies account for 9% of the total H2 2014 sub-category launches
tracked, indicating a competitive market.

• Ethical – packaging is the leading positioning for juice and juice drinks launches
tracked over the last 3 half years and also across all the regions except, North
America and Australia/New Zealand, where no additives/preservatives is prominent.

• Apple, red is the leading flavor for juice and juice drinks launches tracked during H2
2013 to H2 2014 and also across all the regions, except Latin America and Middle
East/North Africa, where orange is the top flavor.

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Source: Innova Database product launches tracked
 Methodology and notes
• This report is a product launch analysis for juice and juice drinks sub-category and
initially presents a brief analysis of the soft drinks category. The report also dives
deeper into the product launch, positioning and flavor trends in the juice and juice
drinks sub-category.

• For the purpose of semi-annual trends, the analysis covers the last 3 bi-annual
periods: H2 2013 to H2 2014, where H2 2014 represents second half of 2014.

• Geographic analysis covers six major regions – North America, Europe, Asia,
Australia/New Zealand, Latin America, and Middle East/North Africa (MENA). MENA
covers the following countries – Algeria, Egypt, Morocco, Tunisia, Bahrain, Iran,
Israel, Kuwait, Pakistan, Qatar, Saudi Arabia, Turkey and United Arab Emirates.

• Indexed product launch numbers are obtained by assigning ‘100’ to the start year
values and using 100 as the base calculating all later values in proportion to the
actual product launch numbers. CAGR stands for compounded annual growth rate.

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Source: Innova Database product launches tracked
 Category Analysis

4 www.innovadatabase.com
 Relative development of juice and juice drinks product
launches vs. soft drinks category
• Global tracked launches of juice and juice drinks have grown at 12.6% CAGR over
the last 5 years. The growth is in line with soft drinks category (13%).

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Source: Innova Database product launches tracked
 Global soft drinks category launches, by sub-category
• Juice and juice drinks is the leading sub-category, accounting for about 45% share of
overall soft drinks category launches tracked over the last 3 half years.

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Source: Innova Database product launches tracked
 Soft drinks sub-category product launches, by region,
H2 2013-H2 2014
• Compared to other regions, juice and juice drinks' share of soft drinks category
launches tracked is higher in Middle East/North Africa.

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Source: Innova Database product launches tracked
 Juice and juice drinks launches as percentage of soft
drinks category launches, by region
• In H2 2014, juice and juice drinks launches as a percentage of soft drinks category
launches declined across all the regions.

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Source: Innova Database product launches tracked
 Sub-category Analysis

9 www.innovadatabase.com
 Global juice and juice drinks launches
• Tracked global juice and juice drinks exhibited a fluctuating trend during the period H2
2012 to H2 2014. The semi-annual growth peaked at 53% in H1 2013.

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Source: Innova Database product launches tracked
 Juice and juice drinks launches, by region
• Europe is the most active market for juice and juice drinks launches tracked over the
last 3 half years. In H2 2014, North America surpassed Asia as the second top region.
• All the regions, except Europe and Middle East/North Africa, demonstrated YoY
decline in launch activity in H2 2014.

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Source: Innova Database product launches tracked
 Juice and juice drinks launches, by region
• Europe, accounting for more than 40% share, is the most active market for juice and
juice drinks launches tracked during H2 2013 to H2 2014.

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Source: Innova Database product launches tracked
 Juice and juice drinks launches, by top company
• Coca Cola is the market leader in H2 2014 tracked juice and juice drinks launches.
Among the top companies, Frieslandcampina recorded the highest year-on-year
growth.

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Source: Innova Database product launches tracked
 Focus on fruit & vegetable fusions
Dobry Vigorous Mix: Orange,
Apple, Peach And Carrot Nectar
Juice.
(Russia, Nov 2014)
Description: Orange, apple, peach
and carrot nectar juice with pulp, in a
1L tetra gemina aseptic. Enriched
vitamins. From concentrated juices
and puree. No preservatives and
14 colors.
Voelkel Gurkensaft Mit
Zitrone: Cucumber Juice With
Lemon.
(Germany, Dec 2014)
Description: Cucumber juice
with lemon, in a glass bottle.
Hohes C Fruhstucksaaft Orange
Karotte: Orange Carrot Breakfast
Juice.
(Austria, Nov 2014)
Description: Orange and carrot
breakfast juice drink in a 1L plastic
bottle.
 Product Positioning Trends

15 www.innovadatabase.com
 Top 5 positionings for juice and juice drinks
• Ethical – packaging, with an increasing share, is the leading positioning for juice and
juice drinks launches tracked during H2 2013 to H2 2014. No additives/preservatives
ranks second.
• The total share of top 5 positionings increased over the last 3 half years.

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Source: Innova Database product launches tracked
 Top 5 positionings for juice and juice drinks, by region
• For the last 3 half years, ethical – packaging is the leading positioning for juice and
juice drinks launches tracked across all the regions, except North America and
Australia/New Zealand, where no additives/preservatives is prominent.

Positioning types as % of total sub-category product launches tracked per region

(H2 2013 - H2 2014)

No
Ethical -
Region Total Products Additives/Preser No Added Sugar Organic Allergy
Packaging
vatives

North America 1,655 27% 30% 24% 23% 25%

Europe 5,111 44% 30% 17% 13% 7%

Asia 2,196 34% 31% 11% 9% 4%

Australia/New
282 55% 60% 44% 10% 12%
Zealand

Latin America 802 50% 48% 17% 7% 47%

Middle East/North
822 53% 37% 11% 4% 3%
Africa

Percentages may be greater than 100% due to multiple positionings per product

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Source: Innova Database product launches tracked
 No additives/preservatives is the leading health claim
Dewlands Fruit Juices Apple
Juice.
(Ghana, Dec 2014)
Description: A liter of 100% apple
juice in a Tetra Brik Aseptic. No
food colors or flavoring and
preservative free.
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Hortex Suszone Sliwki Z Jablkiem Pure Heaven Mango Juice Drink.
I Gruszka: Prune, Apple And Pear (United Kingdom, Dec 2014)
Juice.
Description: Mango juice drink in a
(Poland, Dec 2014)
Tetra Brik Aseptic with straw. No
Description: A winter taste of 1L artificial colors or preservatives.
juice made with prunes, apple and
pear, in a tetra prisma aseptic.
Without the addition of
preservatives.
 Continued front-of-pack prominence for sugar claims
Domty Slim 100% Apple Juice.
(Egypt, Dec 2014)
Description: 100% apple juice in a
1L tetra brik aseptic. No added
sugar.
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Juver Disfruta Exotico Maracuya
Sin Azucares Anadidos: Passion
Fruit Juice Drink.
(Spain, Dec 2014)
Description: A liter of passion fruit
juice drink, in a tetra prisma
aseptic. No added sugar.
Vitafit Premium Orange Juice With
Juicy Bits.
(Slovenia, Dec 2014)
Description: Freshly squeezed orange
juice from concentrate, with bits, in a
plastic bottle. No sugar added.
 Organic and natural claim launches prosper

Coconut Collective Original Carrefour Zumo De Naranja: Keshet Natural Pomegranate

Organic King Coconut Water. Orange Juice. Juice.
(Australia, Dec 2014) (Spain, Dec 2014) (Israel, Dec 2014)

Description: Organic king coconut Description: A 1L of orange Description: Natural pomegranate

water juice in a 1l tetra brik aseptic. juice in a Tetra brik aseptic. juice in a 250ml plastic bottle.
20 Certified organic.
 The protein trend continues
Trezor Bio Himbeer Apfel Mit Bio
Protein: Raspberry Apple Juice
With Bio Protein.
(Switzerland, Dec 2014)
Description: Raspberry and apple
juice with organic milk protein, in a
250ml plastic bottle.
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The Squeeze Blueberry Protein
Drink.
(United States, Oct 2014)
Description: Blueberry protein
drink with raw coconut water,
blueberry, young coconut meat,
cashews, dates, hemp protein,
tocotrienols, vanilla bean,
Himalayan pink salt.
Evolution Fresh Cold Pressed
Protein Power Juice Blend
Smoothie.
(United States, Sep 2014)
Description: This rich, protein-packed
smoothie blends pineapple, coconut,
mango with other lively fruits in one
velvety tropical treat, in a plastic bottle.
 Product Flavors Trends

22 www.innovadatabase.com
 Top 5 flavors for juice and juice drinks
• Apple was the leading flavor for juice and juice drinks launches tracked during H2
2013 to H2 2014, closely followed by orange. The total share of top 5 flavors has
fluctuated over the last 3 half years.

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Source: Innova Database product launches tracked
 Top 5 flavors for juice and juice drinks, by region, H2
2013-H2 2014
• For the last 3 half years, apple is the top flavor for juice and juice drinks launches
tracked across all the regions, except Latin America and Middle East/North Africa,
where orange is the popular flavor.

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Source: Innova Database product launches tracked
 Apple based launches lead the category

Pure Heaven Superior 100% Pure
Apple Juice From Concentrate.
(United Kingdom, Dec 2014)
Description: Apple juice made with
unsweetened concentrated apple juice.
Comes in a 200ml Tetra Brik aseptic.
Orchard 100% Apple Juice.
(Australia, Dec 2014)
Description: 100% apple juice in
a 2L plastic jug.
Cymes Smaki Victorii Z
Jablek: Apple Juice.
(Poland, Dec 2014)
Description: Apple juice in a
glass bottle.

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 Orange juice runs a close second
Floridas Natural Premium Squeezed
Fresh Oranges Not From
Concentrate.
(United States, Dec 2014)
Description: 100% pure Florida
pasteurized orange juice with calcium
and vitamin D, in a 2.63L plastic jug.
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Alipende Zumo De Naranja
Con Pulpa: Orange Juice With
Pulp.
(Spain, Dec 2014)
Description: Orange juice with
pulp, in a 2L gable-top carton.
Coolbest Light Orange Juice.
(Netherlands, Dec 2014)
Description: CoolBest Premium
Orange Light contains the juice of
oranges specially selected from the
best quality.
 Flax and chia seed inclusions find more shelf space
Innocent Super Smoothie.
(United Kingdom, Sep 2014)
Description: This delicious super
smoothie is a blend of kiwis, limes,
wheat grass, and flax seeds.
Comes in a reclosable tetra rex.
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Four And Net Chia &
Maracuya Natural Drink.
(Peru, Nov 2014)
Description: Chia and passion
fruit natural drink in a 475ml
glass bottle.
Chia\Vie Energy Ground Chia Fruit
Smoothie: Mango Orange.
(United States, Sep 2014)
Description: All natural smoothie drink
that perfectly pairs ground chia seeds
with mango and orange fruit for natural
energy and balanced nutrition, keeping it
simple and clean with no added sugar.
 Considerable presence of green smoothies & juices
True Fruits Green Smoothie:
Spinach And Kale + Matcha.
(Germany, Aug 2014)
Description: The Green Smoothie
includes greens in addition to its finely
pureed fruit content. A miracle elixir
that makes us instantly slim and
beautiful. The leaves of spinach and
kale are known for their mix of
vitamins, minerals, detoxifying
enzymes and fiber.
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The Juice Well Green And
Lean.
(United Kingdom, Dec 2014)
Description: The Juice Well
Green And Lean blended with
the superfood kale, this is an
important green juice to drink
first thing in the morning to
easily bump up your intake of
vegetables.
Antidote Juice The Cure Juice.
(Germany, Dec 2014)
Description: The cure juice is made
from apple, ginger, kale, and
pineapple juice. The delicious blend
of green juice and fruit juice is ideal
for those who have a green juice
with a bit more sweetness desired.
 Demand fuels more spicy refreshment
Plenish Cold Pressed Raw Spicy
Limonade Juice Drink.
(United Kingdom, Nov 2014)
Description: Cold pressed raw juice
drink made with organic filtered
water, lemon, lime, coconut nectar
and red chillies in a 250ml PET
29 bottle. Red chili inclusion for spicy
Coldpress Twisted Lemon
Juice With A Hint Of Cayenne
Chilli.
(United Kingdom, Nov 2014)
Description: Apple juice with a
twist of lemon juice and a hint of
cayenne chilli, in a 750ml
plastic bottle.
Albi Fruchte Punsch: Fruit Punch
Juice Seasoned With Spices.
(Germany, Dec 2014)
Description: Multi-fruit punch juice
seasoned with spices, in a 1L brick
liquid carton.
 Niche flavors and combinations with potential
Tesco Seasonal Flavor Gingerbread Inspired
Smoothie With Orange, Apple, Ginger And
Cinnamon.
(United Kingdom, Nov 2014)
Description: A pasteurized blend of orange, apple,
banana, ginger and lemon juices and purees with
honey, biscuit and cinnamon extract, in a tetra rex.
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Harvest Bay Organic Coconut Water
With Dark Chocolate Flavor.
(United States, Aug 2014)
Description: Organic coconut water
with dark chocolate flavor, in a 330ml
tetra prisma aseptic.
 What’s next for juices and juice drinks? (1)
• Juices and juice drinks lead tracked launch activity in the soft drinks category, although
their share fell slightly from 46% to 44% between H2 2013 and H2 2014. This strong
share is probably one reason why the CAGR for both sub-category and category were
virtually the same over the 2009 to 2014 period
• The share of juice drinks in soft drinks launches is above average in the MENA region,
Europe and Australia/New Zealand and below average in North America, Asia and Latin
America, where carbonates and dilutables tend to be more popular. Their share fell
across all regions over the H2 2013 to H2 2014 period, however
• Looking at half year periods since H2 2012, launch numbers for juices and juice drinks
rose sharply to peak in H1 2013, before falling back in H2 2013. A slight recovery in H1
2014 was followed by another drop in H2 2014, resulting in the total for 2014 being well
down on that in 2013
• Europe continued to lead in terms of launch activity, reflecting the number of countries
and types of product involved. Asia lost its second place in H2 2014 following a sharp
drop in introductions as those in North America rose slightly to take it slightly ahead. It
remains to be seen if this is a longer-term trend or a temporary blip
• The juice and juice drinks sub-category is highly fragmented, with a very large number
of different types of company operating in the sector. The top 7 companies accounted
for just 9% of launches in H2 2014 and included the world’s leading soft drinks company
Coca-Cola, as well as a number of juice drink specialists, retailers and
FrieslandCampina, generally better known for its dairy operations (contd)
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Source: Innova Database product launches tracked
 What’s next for juices and juice drinks? (2)
• The juice and juice drinks category is becoming increasingly complex, with a range of
formats and flavors, including drinks featuring more exotic fruits, drinks with varying
fruit content, more blended variants, including those combining fruit and vegetable
juices, and premium lines such as smoothies, not-from-concentrate and cold-pressed
products
• Ethical-packaging was the leading positioning for juice and juice drinks launches in
H2 2014, ahead of no additives/preservatives, no added sugar, organic and natural.
Interest in clean label options has resulted in ongoing interest in natural, organic and
no additives/preservatives claims, while no added sugar claims have become
increasingly prominent
• The protein trend evident across the food and drinks market is also becoming
apparent in juice and juice drinks launches, as is the use of on-trend ingredients such
as chia and flaxseed. The ‘green’ trend is also in evidence for both juices and
smoothies, featuring a range of ingredients such as kale and spinach
• Despite the appearance of a greater range of fruit and vegetables in the sub-category,
traditional favorite flavors remain apple and orange, used on 21% and 19% of
launches in H2 2014, respectively. Others in the top five are also established favorites
– mango, pineapple and grape. Apple led activity in North America, Europe, Asia and
Australia/New Zealand, with orange leading in Latin America and the MENA region

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Source: Innova Database product launches tracked