zenithinternational 2016 Juice Innovation
A review of recent key trends and new product development
July 2016
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.
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CONTENTS
The contacts at Zenith International in connection with this report are: Monika Fedor Consultant Zenith International Ltd., UK
Section
Page
1. Introduction and scope
4
2. Category overview
7
Commentary: Category overview
Tel: +44 1225 327936 mfedor@zenithinternational.com
Commentary: Functional innovation
Esther Renfrew Market Intelligence Director Zenith International Ltd., UK
Commentary: Key innovation trends
Tel: +44 1225 327900 erenfrew@zenithinternational.com
3. Brand profiles
18
3.1 Brand profiles: Flavour innovation
19
Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
3.2 Brand profiles: Vegetable juice
39
3.3 Brand profiles: Reduced/low/no sugar
51
3.4 Brand profiles: Texture
66
3.5 Brand profiles: Functional offering
73
3.6 Brand profiles: Premium positioning
83
3.7 Brand profiles: Child-oriented
89
3.8 Brand profiles: Packaging innovation
94
zenithinternational specialist consultants to the food and drink industries worldwide
Commentary: Global trends and developments
Commentary: Sector challenges and benefits
Page 3
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zenithinternational 1. Introduction and scope
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INTRODUCTION AND SCOPE Juice 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. Categories covered in this report: Fruit juice Nectars Fruit drinks Products profiled in this report contain features that span a number of trends shaping the future of the juice sector, including: New flavours Real fruit pieces Vegetable juice New packaging Reduced/low/no sugar Cold-pressed juices Functional offerings Health and wellbeing Premium Child-oriented Sustainability Expanded distribution
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INTRODUCTION AND SCOPE Juice innovation
Definition: juice For the purpose of this report, Zenith uses 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 juice, it also refers to a number of 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 enhance juice’s natural nutritional benefits or to utilise its fruity taste. Exclusions Smoothies, sparkling juices, schorle, limonaden, pressé drinks, malt beverages, fruit flavoured still drinks. Coverage Innovation and new product development shaping the global market for juice launched from 2014 to 2016 inclusive.
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zenithinternational 2. Category overview
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CATEGORY OVERVIEW Overview of juice Global juice consumption, million litres
Commentary on global fruit juice consumption Commentary Commentary
2011
2012
2013
2014
2015
Global consumption
Global juice consumption, 2015 14%
15%
Asia Pacific North America
14%
15%
West Europe C & S America East Europe
14%
14% 14%
Middle East Africa
Source: www.globaldrinks.com
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CATEGORY OVERVIEW Overview of juice Regional juice consumption 2015, million litres
Global standpoint Commentary
Category perspective Commentary Asia Pacific
North America
West Europe
C&S America
East Europe
Middle East
Africa
Regional consumption
Global beverage consumption, 2015 14%
Bottled water
15%
Carbonates
Outlook
FJNFD
Commentary
14%
15%
Dilutables RTD tea Other still
14%
14%
Others
14%
Source: www.globaldrinks.com
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CATEGORY OVERVIEW Commentary – functional innovation Functional innovation – insights Commentary Commentary Commentary
Emerging trends in functional innovation Some of the areas of emerging importance include: Commentary
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CATEGORY OVERVIEW Commentary – global trends and developments
Global juice consumption Commentary Commentary Commentary Global trends and developments in juice consumption Some of the areas of emerging importance include: Commentary
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Key innovation trends New flavour; new packaging
Flavour innovation
Commentary Commentary Commentary
Vegetable juice
Commentary Commentary Commentary
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Key innovation trends Reduced/low/no sugar; functional offering
Reduced/low/no sugar
Commentary Commentary Commentary
Texture
Commentary Commentary Commentary
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Key innovation trends Vegetable juice; premium
Functional offering
Commentary Commentary Commentary
Premium positioning
Commentary Commentary Commentary
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Key innovative trends Texture; child-oriented
Child-oriented
Commentary Commentary Commentary
Packaging innovation
Commentary Commentary Commentary
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CATEGORY OVERVIEW Juice category challenges and barriers
CHALLENGES AND BARRIERS Commentary Commentary Commentary
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CATEGORY OVERVIEW Juice category opportunities
INSIGHTS AND OPPORTUNITIES Commentary Commentary Commentary
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zenithinternational 3. Brand profiles
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zenithinternational 3.1 Brand profiles
Flavour innovation
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FLAVOUR INNOVATION Watermelon
Mello Mello Drinks, UK www.mellodrinks.co.uk
Product information: Launched in 2014, Mello is 100% pressed juice from melons. Following its original launch in 250ml format, the company has since introduced a 750ml bottle format in response to increasing demand within the take-home market. The drink is offered in three melon variants: watermelon, cantaloupe melon, and, most recently, honeydew melon, each with a functional proposition. The brand’s “vibrant” packaging design is intended to create shelf presence and shelf stand-out, according to the company, which it hopes will drive sales in the juice category. Launch date: June 2016 (new variant), July 2014 (initial launch) Variants: Watermelon, cantaloupe melon, honeydew melon Ingredients: Cold pressed raw melon juice with only natural sugar Positioning: Health-conscious consumers Channels: Retail outlets including Waitrose and Booths Pack size & type: 250ml and 750ml bottle Price: UK£2.49 per 250ml bottle
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zenithinternational 3.2 Brand profiles
Vegetable juice
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zenithinternational 3.3 Brand profiles
Reduced/low/no sugar
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zenithinternational 3.4 Brand profiles
Texture
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zenithinternational 3.5 Brand profiles
Functional offering
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FUNCTIONAL OFFERING Probiotics for digestive and immune health
Harvest Soul Harvest Soul, USA www.harvestsoul.com
Product information: Harvest Soul released an eponymously named line of organic and high-fibre juices enhanced with Ganeden’s BC30 probiotic. Designed to keep both the digestive and the immune system healthy, the probiotic line of juice drinks includes tropical, greens, beet and berry varieties - all made from whole fruits and vegetables such as celery, cucumber, orange, pineapple and carrot. The resulting organic, nonGMO probiotic juices combine powerful probiotics with healthy juices from nutritious leafy greens and antioxidant-rich fruits and vegetables. Launch date: March 2016 Variants: Tropical, greens, beet and berry Ingredients: Whole fruits and vegetables such as celery, cucumber, orange, pineapple and carrot, probiotics, no added sugar Positioning: Health-conscious consumers Channels: Various retail locations across the US’ south-eastern states Pack size & type: 12oz bottle Price: US$5.99 per 12oz bottle
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zenithinternational 3.6 Brand profiles
Premium positioning
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zenithinternational 3.7 Brand profiles
Child-oriented
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zenithinternational 3.8 Brand profiles
Packaging innovation
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