zenithinternational 2014 Juice Drinks Innovation
A review of recent key trends and new product development
October 2014
Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
zenithinternational
Copyright All copyright in this document is reserved.
CONTENTS
For enquiries regarding this report, please contact: Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
zenithinternational specialist consultants to the food and drink industries worldwide
Section
Page
1. Introduction and scope
4
2. Category overview
7
Global juice market overview
8
Overview of key innovation trends
11
Insights and opportunities
16
Challenges and barriers
17
3. Brand profiles
18
3.1. Functionality
19
3.2. Less sugar and calories
32
3.3. Children orientated
39
3.4. New flavour / variety
49
3.5. Origin and provenance
58
3.6. Limited edition
63
3.7. Packaging
68
3.8. Innovative proposition concept
74
3.9. Cross-category
80
Page 3
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 1. Introduction and scope
zenithinternational specialist consultants to the food and drink industries worldwide
Page 4
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
INTRODUCTION AND SCOPE Juice drinks innovation
Overview The aim of this report is to assess developments in the juice sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.
Scope A global market overview of trends and developments, featuring brand profiles to benchmark against leading and innovative juice products worldwide, tracking recent innovation within the juice category as well as investigating the future outlook of the market. Product development categories covered in this report:
Functionality Lower sugar and calories Children orientated New flavour / variety Origin and provenance Limited edition Packaging Innovative proposition concept Cross-category
Products profiled in this report contain features that span a number of trends shaping the future of the juice sector, including:
zenithinternational specialist consultants to the food and drink industries worldwide
Page 5
Health and well-being Natural sweetness with reduced calorie Enhanced nutrition and taste Convenience Added value and benefit Sustainability Consumer engagement
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
INTRODUCTION AND SCOPE Juice drinks innovation Definition: Juices For the purpose of this report, Zenith has limited its research scope using the following definition: Ready to drink still beverages made of fruit and fruit-vegetable blends including pure juices (100% fruit content), nectars (25-99% fruit content) and fruit drinks (5-24% fruit content). Both juices made from concentrate and not from concentrate are covered. Although the report predominantly covers fruit juices, it also refers to some vegetable based products featuring an innovative trend worth highlighting in the context of the fruit juice market. Some cross-category products are also featured as a number of recent innovations have combined juice with other soft drinks categories to bring the juices’ natural nutritional benefits or fine fruity taste. Exclusions Smoothies, sparkling juices, schorle, limonaden, pressé drinks, malt beverages, fruit flavoured still drinks. Scope Innovation and new product development shaping the global market for juices products launched from 2012 to 2014. Global fruit juice market data is generated from the agglomeration of 72 markets, source: www.globaldrinks.com.
zenithinternational specialist consultants to the food and drink industries worldwide
Page 6
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
zenithinternational 2. Category overview
zenithinternational specialist consultants to the food and drink industries worldwide
Page 7
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
CATEGORY OVERVIEW Global juice market overview
With consumption reaching XY billion litres in 2014, juices ranks third in the soft drinks arena
Global soft drinks consumption 2014e X billion litres Bottled water
Commentary‌ 14%
14%
Carbonates Juices/nectars/fruit drinks 14%
14%
Dilutables Other Still
14% 14% 14%
RTD tea Others
Juice consumption trends by region 2014e litres
000 million litres
30.0
45 Total consumption
40
Per capita consumption
25.0
35 20.0
30 25
15.0 20 10.0
15 10
5.0
10
10
10
10
10
10
10
Africa
Middle East
East Europe
Latin America
West Europe
North America
Asia Pacific
0.0
5 0
zenithinternational specialist consultants to the food and drink industries worldwide
Page 8
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
CATEGORY OVERVIEW Global juice market overview Juice market development by region Mature markets primarily drive innovation
000 million litres 90
Commentary‌
80 70
West Europe
60
North America
50
Middle East
40
Latin America
30
East Europe
20
Asia Pacific
10
Africa
0 2010
2014e
2018f
Juice per capita consumption by region Litres 140 120 West Europe 100
North America
80
Middle East
60
Latin America
40
East Europe Asia Pacific
20
Africa 0 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Page 9
2014e
2018f
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
Key innovation trends Functionality
Functionality
Commentary….
zenithinternational specialist consultants to the food and drink industries worldwide
Page 10
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
Key innovation trends Lower sugar and calories; Children orientated
Less sugar and calories
Commentary…
Children orientated Commentary…
zenithinternational specialist consultants to the food and drink industries worldwide
Page 11
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
Key innovation trends New flavour / variety; Origin and provenance
New flavour / variety
Commentary…
Origin and provenance Commentary…
zenithinternational specialist consultants to the food and drink industries worldwide
Page 12
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
Key innovation trends Packaging; Innovative proposition concept
Limited edition
Commentary…
Packaging Commentary...
zenithinternational specialist consultants to the food and drink industries worldwide
Page 13
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
Key innovative concept Innovative proposition concept; Cross-category
Innovative proposition concept
Commentary…
Cross-category Commentary…
zenithinternational specialist consultants to the food and drink industries worldwide
Page 14
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
CATEGORY OVERVIEW Juice category opportunities
INSIGHTS AND OPPORTUNITIES
zenithinternational specialist consultants to the food and drink industries worldwide
Page 15
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
CATEGORY OVERVIEW Juice category challenges and barriers
CHALLENGES AND BARRIERS
zenithinternational specialist consultants to the food and drink industries worldwide
Page 16
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.1. Functionality 3.2. Lower sugar and calories 3.3. Children orientated 3.4. New flavour / variety 3.5. Origin and provenance
3.6. Limited edition 3.7. Packaging 3.8. Innovative proposition concept 3.9. Cross-category
zenithinternational specialist consultants to the food and drink industries worldwide
Page 17
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.1. Functionality
zenithinternational specialist consultants to the food and drink industries worldwide
Page 18
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
Less sugar and calories Natural sweetness - Stevia
JuiceBrust Skinny Purity Soft Drinks, UK www.juiceburst.com Product information: JuiceBrust juice based drink brand has been launched in a low calorie variant, Skinny, containing 99 calories and 45% less sugar than the original variant. JuiceBrust Skinny is made from concentrate and has 40% fruit content sweetened by stevia natural low calorie sweetener. Launch date: May 2014. Variants: Peach & Passion Fruit; Cherry & Apple; Mango & Lime. Ingredients: Water, apple juice (23%), peach juice (6%), orange juice (5%), peach puree (4%), passion fruit juice (2%), sugar, citric acid, natural flavouring, ascorbic acid, pectin and locust bean gum, steviol glycosides, carotenes – Peach and Passion fruit variant. Positioning: In response to healthy eating JuiceBrust Skinny provides a reduced calorie range that doesn’t compromise on taste, presented in a sleek new bottle targeted at the calorie conscious consumer. Channels: Retail. Pack size & type: 400ml PET bottle. Price: £1.29 for 400ml.
zenithinternational specialist consultants to the food and drink industries worldwide
Page 19
This report is CONFIDENTIAL and its circulation and use are RESTRICTED © Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.2. Less sugar and calories
zenithinternational specialist consultants to the food and drink industries worldwide
Page 20
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.3. Children orientated
zenithinternational specialist consultants to the food and drink industries worldwide
Page 21
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.4. Flavour / variety
zenithinternational specialist consultants to the food and drink industries worldwide
Page 22
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.5. Origin and provenance
zenithinternational specialist consultants to the food and drink industries worldwide
Page 23
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.6. Limited edition
zenithinternational specialist consultants to the food and drink industries worldwide
Page 24
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.7. Packaging
zenithinternational specialist consultants to the food and drink industries worldwide
Page 25
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.8. Innovative proposition concept
zenithinternational specialist consultants to the food and drink industries worldwide
Page 26
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational 3. Brand profiles
3.9. Cross-category
zenithinternational specialist consultants to the food and drink industries worldwide
Page 27
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
GAIN MORE Further accelerate your business
Market intelligence Expert analysis of global food and beverage markets, competitors, consumers, trends, forecasts and latest product innovations. Off the shelf reports, bespoke reports, databases.
Business strategy Advice on starting a company, creating a business plan, entering new markets, finding contract manufacturers and distributors and getting your product listed with retailers.
Mergers and acquisitions Services for food and beverage company buyers and sellers including sale mandates, target searches, valuation and due diligence.
Factories and production Turnkey design and build of production facilities, site searches, manufacturing efficiency improvements, cost reductions and quality and food safety.
zenithinternational Global Bottled Water News and Free Daily News Services
New product development Design and development of beverage formulations, drink ingredients innovations, packaging design and advice on dairy, soft drinks and bottled water labels.
zenithinternational specialist consultants to the food and drink industries worldwide
Water, energy & environment Expertise in finding a water source, assessing water quality and volume, drilling and testing boreholes, obtaining a licence and reducing water use.
Events Global Soft Drinks, UK Soft Drinks, Global Dairy, UK Bottled Water, Premium Water, Drinkpreneur, Global Bottled Water.
Page 28
News Free daily news and Global Bottled Water News Service twice a week.
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.
zenithinternational specialist consultants to the food and drink industries worldwide
We hope you found this report insightful. Please help us improve our reports further by providing your feedback here For a tailor made study specific to your requirements, please telephone Esther Renfrew on; +44 (0)1225 327900 or email er@zenithinternational.com To subscribe to FREE daily industry news from Zenith International, please click here Zenith also offers specific news services, including a dedicated bottled water newsletter, plus online data resources and continuous market monitoring.
Our consulting activities are wide ranging. These include tailor made market studies, strategic advice, acquisitions and due diligence, business plans and cost modelling through to plant construction and operational efficiency, environmental audits and groundwater development. To discuss any of Zenith’s services, please telephone our head office on; +44 (0)1225 327900 or visit www.zenithinternational.com
zenithinternational specialist consultants to the food and drink industries worldwide
Page 29
This report is CONFIDENTIAL and its circulation and use are RESTRICTED Š Zenith International 2014. All rights reserved.