Putting Health First
by Julie Cook Ramirez
Processors unveil a wealth of new products that
offeran added boost of healthfulness.
Consumers want a fast
track to good health — and they’re willing to pay for it.
That’s the primary message out of the juice, tea and water category
this year, as processors strive to produce great-tasting, convenient
beverages that provide added health benefits to boot.
“People are looking for products that might
delay aging or prevent a negative medical issue,” says Richard Ross,
vice president of marketing for Chicago-based Tampico Beverages. “You
can make it easy for people by saying, ‘You were going to grab a
drink around noon anyway; why don’t you drink this juice? Not only
will you get refreshed and hydrated, but you will get all these other
things that your body needs.’ That’s a positive thing in
people’s minds.”
REFRIGERATED JUICE AND DRINK SALES* | ||||
$ Sales (In Millions) |
% Change vs. Year Ago |
Unit Sales (In Millions) |
% Change vs. Year Ago |
|
Total Category | $3,962.5 | 0.1% | 1,669.3 | -3.4% |
All Other Fruit Juice | 102.5 | 39.3 | 22.5 | 24.6 |
Apple Juice | 9.2 | 11.6 | 5.0 | 16.3 |
Blended Fruit Juice | 211.7 | 3.9 | 79.8 | 0.6 |
Cider | 48.5 | 4.6 | 17.4 | 1.0 |
Cranberry Cocktail/Drink | 5.5 | 16.6 | 2.1 | 10.1 |
Cranberry Juice/Blend | 1.1 | -7.9 | 0.2 | -16.5 |
Fruit Drink | 675.6 | 0.2 | 407.3 | -0.3 |
Fruit Nectar | 18.3 | 14.7 | 7.3 | 17.3 |
Grape Juice | 3.9 | 169.1 | 1.5 | 183.3 |
Grapefruit Juice | 64.8 | -11.6 | 20.1 | -23.8 |
Juice and Drink Smoothies | 69.8 | 36.4 | 25.3 | 25.0 |
Lemon/Lime Juice | 6.3 | 17.9 | 4.7 | 19.9 |
Lemonade | 132.9 | 25.7 | 80.4 | 16.5 |
Orange Juice | 2,568.5 | -3.2 | 982.0 | -7.3 |
Pineapple Juice | 12.4 | 2.5 | 4.5 | 1.3 |
Vegetable Juice/Cocktail | 30.3 | 22.5 | 9.1 | 16.1 |
* Total sales in supermarkets, drug stores and mass merchandisers, excluding Wal-Mart, for the 52-week period ending June 18, 2006. SOURCE: Information Resources Inc. |
Last year’s projections held true that
pomegranate — a large, red, seeded fruit native to southwestern Asia
and containing polyphenols, a particularly powerful type of antioxidant
— would be the next big thing. According to Chicago-based Information
Resources Inc. (IRI), sales of category leader Pom Wonderful surged 34.4
percent in dollars and 17.4 percent in units in supermarkets, drugstores
and mass merchandisers, excluding Wal-Mart, during the 52-week period
ending June 18, 2006. Other companies reported strong demand for their
pomegranate juices as well.
Pomegranate juice is “just flying off the
shelves,” according to Bruce Langer, president, Langer Juice Co.,
City of Industry, Calif. His company sells a full line of pomegranate
juices, including All-Pomegranate, a 100 percent pomegranate product; Diet
Pomegranate, a reduced-sugar product sweetened with Splenda; Pomegranate
Juice Cocktail, which contains 27 percent pomegranate juice; and several
varieties of blended pomegranate cocktails, including Pomegranate Cranberry
and Pomegranate Blueberry.
TOP 10 INDIVIDUAL REFRIGERATED TEA BRANDS* | ||||||
$ Sales (In Millions) |
% Change vs. Year Ago |
Dollar Share |
Unit Sales (In Millions) |
% Change vs. Year Ago |
||
Total Category | $198.1 | 24.1% | 100.0% | 114.0 | 16.7% | |
Turkey Hill | 53.8 | 19.8 | 27.2 | 30.1 | 11.2 | |
Red Diamond | 22.6 | 38.5 | 11.4 | 12.0 | 26.9 | |
Private Label | 21.2 | 10.4 | 10.7 | 16.1 | 11.6 | |
Bolthouse | 17.5 | 61.1 | 8.8 | 5.7 | 48.2 | |
Milo’s | 10.6 | 9.0 | 5.3 | 5.5 | 4.4 | |
Nestea | 10.2 | 21.2 | 5.1 | 4.8 | 19.6 | |
Arizona | 10.1 | 18.7 | 5.1 | 6.7 | 51.9 | |
Swiss Premium | 5.6 | -6.8 | 2.8 | 4.0 | -15.8 | |
Pom Tea | 4.8 | N/A | 2.4 | 1.9 | N/A | |
Rosenberger’s Dairies | 3.8 | 22.0 | 1.9 | 2.7 | 17.6 | |
* Total sales in supermarkets, drug stores and mass merchandisers, excluding Wal-Mart, for the 52-week period ending June 18, 2006. SOURCE: Information Resources Inc. |
“Pomegranate is great in the sense that it
serves multiple purposes,” Ross says. “It’s got a
positive health spin to it, but it also provides a new flavor in the
portfolio and helps relieve consumers from boredom.”
Consumers will be anything by bored by the plethora of
new juices and teas that have flooded store shelves and coolers in recent
months. What they all have in common is a vested interest in making an
already healthy product healthier. Late last year, Tropicana Products Inc.,
a Chicago-based division of PepsiCo Inc., rolled out the first nationally
available orange juice with added fiber. Tropicana Pure Premium Essentials
with Fiber delivers 3 grams of added fiber in each 8-ounce glass.
That’s the same amount of fiber as found in a medium-sized orange.
Tampico recently rolled out Tampico Plus, a line of
fortified juice drinks containing 25 percent of the recommended daily
allowance of vitamin D, along with added vitamins A, C and E, and calcium.
Available in Citrus, Kiwi Strawberry, Mango, and Tropical varieties,
Tampico Plus also delivers 25 percent less sugar than many regular juice
drinks. Later this year, Tampico plans to roll out Tampico Light, a line of
sugar-free juice drinks boasting just 5 calories per serving. According to
Ross, such products answer a growing consumer demand.
“Reduced-sugar is definitely one of the areas
that consumers are looking for,” he says. “It’s really a
result of the news media bringing it to the forefront and getting people to
understand that what they put in their bodies is important.”
Anaheim, Calif.-based Honest Tea has unveiled a number
of reduced-sugar organic teas in recent months, including 10-calorie
Tangerine Green Tea, which gets its sweetness from organic agave syrup
(from the cactus family) and erythritol, a fermented organic cane sugar.
The company also recently rolled out the nation’s first line of
unsweetened organic, ready-to-drink teas – Just Black Tea and Just
Green Tea – as well as Pomegranate Blue, a blend of pomegranate and
blueberry juices with half the sugar of straight pomegranate juice and 50
calories per serving.
Concerns over childhood obesity, hyperactivity and
type-2 diabetes are leading a growing number of companies to focus their
efforts on reducing the sugar in kid-oriented products. The Atlanta-based
Coca-Cola Co. recently rolled out Minute Maid Just 10, which contains 10
calories and 2 grams of sugar in each 6.75-fluid-ounce pouch. Likewise,
Northfield, Ill.-based Kraft Foods introduced its own line of reduced-sugar
pouch drinks in the form of Kool-Aid Jammers 10. Sweetened with a blend of
Splenda and Acesulfame Potassium, Kool-Aid Jammers 10 also contain 2 grams
of sugar per 6.75-fluid-ounce pouch. Bearing Kraft’s new Sensible
Solutions flag, they are available in Tropical Punch, Kiwi-Strawberry and
Cherry varieties.
Coca-Cola also recently rolled out Dasani Flavors, a
line of single-serve flavored water beverages sweetened with Splenda, and
Dasani Sensations, which boasts similar attributes, but with the addition
of carbonation.
Ross cautions that consumers have to be careful what
they are buying when buying what appear to be reduced-sugar, kid-oriented
beverages. Specifically, he points to a new line of Capri Sun flavored
water pouches, which are geared toward kids, but don’t even come
close to being reduced-sugar or sugar-free.
“It’s really just sugar water without the
food coloring,” he says. “There are some reality and perception
issues going on there.”
Recognizing the tremendous growth in the
convenience/PET still water category – up 25 percent in dollars
and 18.2 percent in units, according to IRI — Tampico recently
introduced Tampico Flavored Water Beverage. The naturally-flavored,
zero-calorie drink comes in a variety of tropical fruit flavors, including
Pina Colada, Mixed Berry, Mamey Mango and Grapefruit Tangerine. Though it
is currently available only in a gallon-size jug, Ross says he “sees
no reason why it couldn’t be available in other sizes” down
the road.
TOP 10 INDIVIDUAL CONVENIENCE/PET STILL WATER BRANDS* | ||||||
$ Sales (In Millions) |
% Change vs. Year Ago |
Dollar Share |
Unit Sales (In Millions) |
% Change vs. Year Ago |
||
Total Category | $3,236.4 | 25.0% | 100.0% | 1,288.2 | 18.2% | |
Aquafina | 463.2 | 20.4 | 14.3 | 180.7 | 9.5 | |
Private Label | 422.5 | 23.9 | 13.1 | 164.7 | 15.1 | |
Dasani | 379.7 | 24.6 | 11.7 | 163.9 | 13.0 | |
Poland Spring | 222.8 | 25.5 | 6.9 | 68.3 | 13.1 | |
Propel | 193.6 | 24.9 | 6.0 | 96.4 | 36.1 | |
Dannon | 160.9 | 11.4 | 5.0 | 55.5 | -1.9 | |
Arrowhead | 157.6 | 20.7 | 4.9 | 50.8 | 11.9 | |
Deer Park | 121.3 | 29.3 | 3.7 | 29.7 | 18.3 | |
Glaceau Vitamin Water | 107.8 | 175.8 | 3.3 | 85.4 | 182.8 | |
Ozarka | 86.1 | 24.7 | 2.7 | 26.4 | 13.4 | |
* Total sales in supermarkets, drug stores and mass merchandisers, excluding Wal-Mart, for the 52-week period ending June 18, 2006. SOURCE: Information Resources Inc. |
In August, Tampico is unveiling the first energy drink
geared specifically toward the Hispanic community. Citrus-flavored Tampico
Energy is sold in 16 ounce cans bearing culturally-relevant graphics, such
as a fierce-looking rooster, along with the tagline “El Mas
Bravo” (The Fierce One). According to Ross, it’s a concept
whose time has more than come.
“When we announced that we were rolling out this
product, you wouldn’t believe how many people said, ‘Hello!
We’ve been waiting for you to do this!’” he says.
“There really haven’t been any other players in the energy
drink category going after the Hispanic market.”
Although she stresses that offering a line of
complementary beverages is “part of being a full-service dairy
provider,” Penny Baker, marketing manager, Smith Dairy Products Co.,
Orrville, Ohio, says her company sticks with the basics when it comes to
juices and teas. Likewise, says Miriam Erickson Brown, president and chief
executive officer, Anderson Erickson Dairy Co., Des Moines, Iowa, adding
that consumers often prefer to buy locally produced products. When it comes
to new product development, however, AE’s Midwestern location
prevents it from jumping on every fad that emerges.
“In the Midwest, you can’t get too far out
with really different products,” Brown says. “It takes about
five years for a trend to travel from one the coasts to the Midwest.
Sometimes they hit. Sometimes they never do.”
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