Juice drinks have bucked the trend for slowed growth in their category.
Drinks brands can now accelerate this by following other drinks industry trends – creating functional juice drinks, investing in premium blended juice drinks, or targeting different customer types.
Juice market trends
The fruit juice, juice drinks and smoothie category has had a turbulent time in recent years. While value sales have been growing, and look set to continue this upward trajectory, this masks slowed volume sales.
Within this, though, juice drinks have weathered the storm better as the only segment to enjoy both value and volume growth – up by 9.3% and 6.8%, respectively, from 2023 to 2024*.
Own-label played a big part in this, delivering almost half of all volume sales thanks to the appeal of competitive pricing. Category leaders Oasis and Ribena each maintained year-on-year volume growth too, bolstered by new product launches.
The typically lower price point of juice drinks has helped, and anticipated increases in household incomes are expected to benefit the segment further.
So, despite the category feeling the squeeze of the cost-of-living crisis, juice drinks are poised to capitalise on a range of drinks industry trends.
Opportunities now lie in:
- Creating functional juice drinks – whether as relaxing, energising or immune boosting health kicks or as prebiotic- or protein-packed drinks;
- Refining recipes to create budget-friendly juice drinks;
- Investing in premium blended juice drinks for adults – such as the new premium juices positioned as mocktails;
- Highlighting how juice drinks can offer experiential drinking;
- Aligning creations with sustainability drives.
Creating functional juice drinks
Drinks promising to be relaxing, energising or immune boosting are increasingly popular with shoppers. And health is already one of the strongest factors influencing whether or not people choose a fruit juice, juice drink or smoothie.
Where previously concerns around high sugar content deterred purchases, the creation of functional juice drinks with healthy extras can overcome this. Two-thirds of category users say a health benefit will outweigh worries about sugar content*.
Functional juice drinks accounted for around half of all new product launches in 2023, including products from MOJU and Plenish as well as Aldi’s Multivitamin Boost Tropical Juice. Within these, the functional claims range from simple Vitamin C content through to claims about improving digestive health.
Establishing a juice drinks’ ability to hydrate and quench thirst will also work well in the face of sugar content concerns. Brands like M&S and Tropicana position their juice drinks as ‘coolers’ or ‘still lemonades’ to reinforce this, for example.
Functional juice drinks also have the added value of appealing to all age groups. Two-in-five young women (41% of 16-34-year-olds*) say they’d be interested in collaborations between vitamin or supplement brands and juice drinks, for example – like MyProtein and Vimto’s partnership creating whey isolate products. And Tropicana’s new Rise & Shine juice drinks boast 30% less sugar to appeal to young families.
Refining recipes & Investing in premium options
As a typically discretional purchase, juice drink brands must remain mindful of demonstrating the value of produce – whether as premium products that offer a ‘little treat’ or as budget-friendly options that signal reliable value for money.
Refining recipes and cost engineering processes can keep price points of existing goods manageable even in the face of rising ingredient costs or create new budget-friendly blended juice drinks. As fruit and vegetable prices remain high globally – including costs of key items like oranges rocketing as harvests are declining – managing how inflation impacts shoppers is key.
Conversely, investing in premium juice drinks can drive value sales. Serving suggestions that make juices feel special can extend their appeal beyond being just a morning beverage. Taking juices into the territory of alcohol-free alternatives could appeal to those who don’t drink alcohol, for example. J20’s RTD mocktails offer inspiration here, as do own-brand mocktail juice drinks created by retailers ranging from Aldi and Waitrose. Similarly, juice drinks positioned as potential mixers for spirits can offer dual appeal to adult drinkers.
Since usage is highest amongst the same consumers who are tending to avoid alcohol – 84% of 16-24-year-olds (Gen Z) and 88% of 25-24-year-olds enjoy juice drinks* – drinks brands can also align with the alcohol moderation trend, offering a tasty alternative and taking them into evening occasions. Brands like Rubicon and Tropicana have shown the potential of this by sharing how their products can be used in cocktails or mocktails.
Highlighting experiential appeal & Aligning with sustainability
Showing shoppers how blended juice drinks can elevate their experiences is another way to build the segment.
Almost a quarter of all adults and one-third of younger drinkers are interested in serving suggestions to make juice drinks feel more special* – such as the garnishes to add to servings or the unusual ingredients or flavours a drink offers.
Additionally, juice drink trends can align with sustainability drives, as improved spending power is expected to see shoppers prioritise sustainable choices again. This can range from using ‘green’ ingredients or packaging types, like using ‘wonky’ fruit or reusable cartons.
Must-have flavours for juices
The most popular flavours for juice drinks remain unchanged but elevated. While apple and orange continue to dominate the market, consumers appreciate variations on these staples too – like Tropicana’s Apple, Cucumber & Lemon or Blood Orange creations.
Tropical fruits are increasingly muscling in on juice drink trends too, again often complementing more familiar flavours – like REBBL’s Tropical Greens juice, or Montebello Brasil’s Orange, Maracuja and Lime Nectar juice. Mango, pineapple, and lemon and lime tend to be the most talked about juice flavours online while plum, pear and blueberry are the up-and-coming or fast-growing flavours.
And there is room for flavour from less common ingredients too. Unusual flavours from botanicals like hibiscus or hawthorn could follow the upward trajectory of flavours like elderflower as complementary or standalone flavours. The latter is found across the UK, its small berries giving a tart, tangy taste, suiting both sour and sustainable drinks trends. Versatile flavours like basil are well placed for juice drinks too – the herb’s subtle taste suits berries, stoned fruits, melons and citruses alike.
Start setting juice market trends
With so many opportunities for juice drinks in the UK market, drinks brands can quickly capitalise on these juice market trends.
At Simpson’s we develop, formulate and manufacture a wide range of flavours for drinks. Chat to our team today to discuss your ideas or ambitions.
*Mintel – Fruit Juice, Juice Drinks & Smoothies, UK, 2024
Image source: Trendhub The Food People 2024
