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Market Facts: Less juice being sold due to consumer demand for higher quality

Juice sales are declining in the U.S. as consumers look for higher quality juices that offer less sugar and more nutrition.

This graph breaks down the types of packaging used in the top five juice brands in the U.S. for 2018.
This graph breaks down the types of packaging used in the top five juice brands in the U.S. for 2018.

Top Five U.S. Brands in 2018

Brand                     Company

Minute Maid            Coca-Cola

Simply                     Coca-Cola

Ocean Spray           Ocean Spray

Tropicana                PepsiCo

Hawaiian Punch     Dr Pepper Snapple Group

Market Analysis 

Like many other soft drink segments in recent years, juice has struggled to overcome challenges associated with high sugar content. While consumers remain consciously aware of the health benefits juice and its fruit parts can offer, consumers increasingly realize that not all juices are created equal. At its worst, juice in the United States can merely offer a cocktail of water, flavors and sugar (generally, juice drinks).

On the other hand, unpasteurized juices and smoothies with short shelf lives offer excellent nutrition. Consequently, there is currently a shift from the former area to latter, in line with the overall premiumization trend within juice. As a result, juice volume sales are in decline, while value sales are faring better, with consumers opting to consume less, but better juice. Considering the prevalence of not truly natural juice in the United States, this shift is expected to continue.

To learn more about trends in the juice sector, attend ProFood Tech, the only processing trade show in North America that addresses all food and beverage market sectors. The event will feature educational sessions with industry experts and innovative technologies from 400 exhibitors designed to give you a competitive edge. ProFood Tech will take place March 26-28 at McCormick Place in Chicago, Illinois. Register for the event at

Source: Euromonitor

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