In the juice category, a majority of subcategories experienced a drop in unit sales, consistent with many other dairy categories, according to data from Chicago-based research firm Circana (formerly IRI and NPD) for the 52 weeks ending March 26. 

Last year at this time, Dairy Foods had good news to share about the ready-to-drink juice/juice drink categories. 

The picture appears to be a little less than rosy for the refrigerated juices/drinks category. For the 52 weeks ending March 25, 2018, dollar sales in the category fell 1.1% to $6.6 billion, while unit sales declined by 2.1% to 2.2 billion, according to data from Chicago-based market research firm IRI.

As noted in the nondairy beverage article in our May issue, consumers are seeking functional and no-sugar-added options for beverages — and some juice segments are taking a hit in sales because of it. Sales are down in orange, apple and juice/drink smoothies segments, but ticking up in refrigerated lemonade, fruit drinks and vegetable juice blends.

As consumers demand more better-for-you products, experts note that the juice and juice drinks category has been challenged in a unique way and struggled to maintain its share of the beverage market.

Juice beverages are a multibillion dollar industry, and according to a recent trend report from Fona International, millennials in particular are throwing back more juices as meals and snacks, and for health and hydration.