The Coca-Cola Co is the leading manufacturer in the United States fruit juice market with a 16% off-trade value share in 2012, down from 17% in 2011. The company leads through its Minute Maid, Simply and Odwalla brands. Coca-Cola has strategically positioned its juice products to attract different types of consumers. The Minute Maid brand is positioned to attract the general consumer. Odwalla is its super-premium brand, positioned to attract consumers who are concerned with both the environment and wellbeing. The Odwalla products are branded as naturally healthy and earth-friendly, thus enabling Coca-Cola to charge a premium for them. The Simply brand is positioned for consumers who prefer fruit juice with no additives. However, consumers in the US are increasingly focused on calories and sugar content, which are a detriment to the company?s sales in this category.
Reconstituted non-chilled juices continued to outsell chilled juice by a large margin in 2012. Chilled formats are popular among the leading brands of orange juice due to their freshness, and to the increasingly popular single-serve juice bottles found in convenience stores and impulse outlets. However, shelf stable juices, like apple, grape and cranberry, including formats such as juice drink boxes and pouches, still lead sales. Many shelf-stable juices are orientated towards children and enjoy consistent popularity, as parents buy them instead of unhealthier options, like carbonates. There has also been an increase in healthier juices for children.
Fruit/vegetable juice sales are projected to decline by 4% over the forecast period, with total volume sales falling to 10.7 billion litres. Off-trade value sales of fruit/vegetable juice are expected to grow by 2%, to reach US$18.1 billion at constant 2012 prices. High-sugar 100% juices will continue to decline in volume over the forecast period, as consumers move towards lower calories and functional drinks. This will lead to a 5% off-trade volume decline for 100% juices between 2012 and 2017. Stevia-sweetened nectars will help offset some of the overall decline, providing consumers with a naturally sweetened juice product with fewer calories and less sugar than 100% juices. Unfrozen nectars are expected to grow by 5% in off-trade volume terms in the forecast period.
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