5 Things To Know About Juices

• Consumers of 100% juices look for vitamin- or nutrient-enhanced formulations

• The main trend in the juice category is lighter drinks

• Better-for-you attributes and natural claims are important, but a low price trumps them both

• Though consumers are more willing to try new fruit blends, straight orange and apple juices are the most popular

• The number of juice introductions containing aloe vera as a flavor component has almost doubled since last year

Source: Beverage Industry magazine

They say an apple a day keeps the doctor away, and according to new research, so does a bottle of 100% fruit juice. A report from the University of California at Davis shows that 100% fruit juices could have protective health benefits similar to those of whole fruits. The report found a positive association between consumption of 100% juices and reduced risk of cancer, cardiovascular disease and decreased cognitive function. Additionally, 100% juices are linked to heightened antioxidant activity, the report states. 

One of the top reasons shoppers buy juice drinks is for their better-for-you attributes, says Sarah Theodore, global drinks analyst for Mintel Food & Drink, Chicago. For instance, many juice brands feature no-sugar-added claims or are fortified with vitamins, she notes. Almost half of all consumers who buy 100% juices look for no-sugar-added varieties, according to Mintel’s January 2011 “Juice and Juice Drinks” report. And, 40% of people who buy 100% juices look for vitamin- or nutrient-enhanced formulations. 


Keep it light

The main trend in the juice category is lighter drinks, says Richard Hall, founder and chairman of Zenith International, Bath, U.K.

In addition to its all-natural Izze sparkling juice line, PepsiCo subsidiary Izze Beverage Co., Boulder, Colo., offers a line of lighter, lower-calorie sparkling juices under its Izze Esque brand name. Last year, the company introduced a new Sparkling Watermelon flavor that contains 25% fruit juice, 50 calories and fewer than 14 grams of sugar.

Part of the wellness trend, natural juices and juice drinks are in high demand, says Mintel’s Theodore. Additionally, shoppers who buy 100% juices are more likely to seek out organic juices than those buying juice drinks, Mintel’s juice report states.

“Clearly, when consumers purchase 100% juice, they expect its nutritional quality to be higher than juice drinks,” the report notes. “Therefore, 100% juice manufacturers could gain consumer trust by putting the all-natural, no-preservative [or] vitamin-enhanced seal on the packaging.”

Frubob USA Inc., Brandon, Fla., placed a graphic front and center on its Frubob fruit float bottles calling out the products’ 100% real fruit pieces and real fruit juice. Frubob also follows other juice trends because it’s fortified with vitamins C and D, contains fewer than 100 calories in each serving, and offers two servings of fruit in each bottle. Recently, the brand introduced a Strawberry flavor to its lineup.

Although better-for-you attributes and natural claims round out the Top 3 juice trends, price takes the No. 1 spot, Mintel’s Theodore says.