In 2012, total volume sales within the US fruit juice market fell by 4% to 11.2 billion litres, while off-trade value sales grow by 2% to US$17.7 billion.
According to a recent report, 'Fruit/Vegetable Juice in the US,' higher prices and health concerns were the predominant drivers for the drop in volume sales. A lower supply of oranges led to a price increase in 2012. The combination of poor orange crops due to freezing weather conditions in Florida, as well as the discovery of the outlawed fungicide carbendazim in orange juice from Brazil in January 2012 led to a reduction in the supply of oranges.
At the same time, the increased focus on health and wellness has led some consumers to move away from 100% orange juice. While 100% orange juice has positive health attributes, such as vitamin C, more consumers have begun to read the labels of the products they purchase, and what they find is that 100% orange juice has a high content of sugar and is thus not as appealing in terms of health.
Strong sales of coconut water led to not from concentrate 100% juice becoming the fastest grower in value terms in 2012, with off-trade growth of 9% in value terms and 1% in volume terms. Coconut water is 100% natural juice from a young coconut, and is a good source of calcium, magnesium, electrolytes and potassium. It is also naturally low in calories and contains zero fat.
While coconut water has long been popular in Brazil and Southeast Asia, it is still very new in the US. The product has massive potential for growth, as the benefits of coconut water are very much aligned with the health and wellness movement in the US.
Orange remains the most popular juice flavour, particularly within 100% juice, where it represented 60% of off-trade volume sales in 2012. Increasingly, however, juice blends are becoming popular, especially in nectars, juice drinks and fruit drinks, where they can be mixed with sugar to offset tartness or other flavour characteristics.
Coca-Cola Co is the leading fruit/vegetable juice manufacturer 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.
For more information on the US fruit juice market, see the latest research: US Fruit Juice Market
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