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The U.S. Market for Fruit Juice Products

This Packaged Facts study covers the fruit juice products market, which experienced sales of $15 billion in 2000. The report analyzes the market according to two classifications:

1) storage method (including refrigerated, shelf-stable bottled, frozen concentrate, aseptic, canned, and shelf-stable concentrate products), and

2) flavor (including orange juice, fruit drinks, cranberry juice, apple juice, juice blends, grapefruit juice, tomato/vegetable juice, lemonade, and grape juice).

For each classification, Packaged Facts presents sales data and forecasts for the years 1996 through 2005, marketer and brand shares based on Information Resources Inc.'s InfoScan sales-tracking data, and demographic profiles of consumers based on Simmons Market Research Bureau data for spring 2000. The report also examines factors to market growth, provides competitive profiles of the leading fruit juice product marketers (including, among others, PepsiCo, Coca-Cola Co., Ocean Spray Cranberries, Welch Foods, Nestle, Campbell Soup Co., and Kraft Foods), analyzes the competitive situation, reviews new product and marketing trends, and discusses the distribution and retail milieu.

Be sure to check out the Packaged Facts companion studies on this topic:


U.S. Market for Fruit Products - June 2001
U.S. Market for Fruit Food Products - June 2001


  1. Executive Summary
    Scope and Methodology
    • Scope of Fruit Products Market
    • The Fruit Juice Products Market
    • The Packaged Fruit Market
    • The Fruit Confectionary Market
    • Report Methodology

    The Overall Market
    • Retail Sales Approach $21 Billion in 2000, Forecast to Near $25 Billion by 2005
    • Table 1-1: U.S. Retail Sales of Fruit Products by Market Category, 1996-2005 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
    • Fruit Juice Products Account for Three-Fourths of Market
    • Figure 1-1: Share of U.S. Fruit Product Retail Sales by Market Category, 2000 (percent): Fruit Juice Products, Packaged Fruit, Fruit Confectionary
    • Competition from Fresh Fruit
    • Single Serve Is New Fruit Product Frontier
    • Consumers Expect Better Nutrition
    • Children's Segment Important, But Recent Health Report Not Encouraging
    • Four Main Classes of Marketers
    • Licensing an Important Market Component
    • Private Label Is Largest Shareholder

    The Fruit Juice Products Market
    • Three Types of Product Classification
    • Classification by Storage Method
    • Classification by Flavor
    • Classification by Juice Content
    • Fruit Juice Product Sales Top $15 Billion in 2000
    • Refrigerated Fruit Juice at 43% of Sales
    • Orange Juice Products Claim 41% Share
    • Premium Products Drive Up Sales
    • PepsiCo Leads with a 17% Share
    • PepsiCo and Coca-Cola Vie for Dominance
    • Ocean Spray vs. Northland in the Cranberry Segment
    • Tree Top vs. Mott's in the Apple Juice Segment
    • Campbell Soup Company Monopolizes Tomato Juice Segment
    • Welch Foods Monopolizes Grape Juice Segment
    • Marketers Fortifying Their Products
    • Everyone Is Competing with Single-Serve
    • Vegetable-Fruit Blends
    • Consumer Advertising Expenditures Reach $255 Million in 2000
    • Retail Margins Lower Than Average
    • Corporate Websites
    • Orange Juice Consumers Are Most Numerous
    • Three-Fourths of U.S. Adults Use Refrigerated, Bottled, or Canned Orange Juice
    • Close to Half of U.S. Adults Use Frozen Orange Juice
    • Two-Thirds of U.S. Adults Use Other Fruit Juices or Fruit Drinks
    • Two-Fifths of U.S. Adults Use Tomato or Vegetable Juice
  2. The Overall market
    The Products
    • Scope of Market
    • The Fruit Juice Products Market
    • The Packaged Fruit Market
    • The Fruit Confectionary Market

    Labeling and Regulations
    • Two Congressional Initiatives Open Door
    • NLEA Requires Food Nutrition Labels
    • The NLEA and Fruit Juice Products
    • Absolute Values and % of Daily Values Required for Nutrients
    • Definitions of NLEA Terms "High," "Good Source," and "More"
    • NLEA Allows Health Claims
    • Canned and Frozen Fruit Can Be Labeled "Healthy"
    • Figure 2-1: U.S. Retail Sales of Fruit Products, 1996-2000 (dollars)

    Market Size and Composition
    • Fruit Products Market Approaches $21 Billion
    • Table 2-1: U.S. Retail Sales of Fruit Products by Market Category, 1996-2000 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
    • Fruit Juice Product Sales Top $15 Billion
    • Packaged Fruit Market Is $3.5 Billion in 2000
    • Fruit Confectionary Sales of $2 Billion in 2000
    • Fruit Juice Products Account for Three-Fourths of Market
    • Figure 2-2: Share of U.S. Fruit Product Retail Sales by Market Category, 2000 (percent): Fruit Juice Products, Packaged Fruit, Fruit Confectionary

    Factors to Market Growth
    • Competition from Fresh Fruit
    • Single Serve Is New Fruit Product Frontier
    • Consumers Expect Better Nutrition
    • Children's Segment Important, But Recent Health Report Not Encouraging
    • Figure 2-3: Projected U.S. Retail Sales of Fruit Products, 2000-2005 (dollars)

    Projected Market Growth
    • Fruit Product Sales to Reach $24 Billion in 2005
    • Table 2-2: Projected U.S. Retail Sales of Fruit Products by Market Category, 2000-2005 (dollars): Fruit Juice Products, Packaged Fruit, Fruit Confectionary, Total
    • Fruit Juice Products Market to Reach $18 Billion by 2005
    • Packaged Fruit Market to Near $4 Billion by 2005
    • Fruit Confectionary Sales to Near $2.3 Billion in 2003

    The Marketers
    • Four Main Classes of Marketers
    • Licensing an Important Market Component
    • Table 2-3: U.S. Market for Fruit Products: Selected Marketers and Brands (139 Marketers)

    Marketer and Brand Share Overview
    • Methodology
    • Private Label Is Largest Shareholder
    • PepsiCo and Coca-Cola Are Top Marketers
    • Table 2-4: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Products, 2000 (percent): 17 Marketers/35 Brands, Private Label, All Others
  3. The Fruit juice products market
    Scope of Market
    • Products Included
    • Products Not Included

    Product Classifications
    • Three Types of Product Classification
    • Classification by Storage Method
    • Classification by Flavor
    • Classification by Juice Content
    • Classifications Overlap

    Ingredients
    • Meaning of "100% Juice" and "No Sugar Added" Sometimes Fuzzy
    • Calcium
    • Vitamin C

    Product Packaging
    • Product Packaging
    • Gabletop Rules Supermarket Refrigerated Segment
    • PET Making Inroads in All Outlets and Sizes
    • Glass Still Used for Most Single-Serve Products . . .
    • . . . and for Premium Fruit Juice Products
    • Aseptic Paper Boxes and Juice Pouches

    Labeling and Regulations
    • Two Congressional Initiatives Open Door
    • NLEA Requires Food Nutrition Labels
    • The NLEA and Fruit Juice Products
    • Absolute Values and % of Daily Values Required for Nutrients
    • Definitions of NLEA Terms "High," "Good Source," and "More"
    • NLEA Allows Health Claims for Healthy Products
    • Labeling Unpasteurized Juices
    • Figure 3-1: U.S. Retail Sales of Fruit Juice Products, 1996-2000 (dollars)

    Overall Market Size and Composition
    • Methodology
    • Fruit Juice Products Market Tops $15 Billion in 2000
    • Table 3-1: U.S. Retail Sales of Fruit Juice Products, 1996-2000 (dollars)
    • Supermarkets Account for 68% of Total Retail Sales
    • Figure 3-2: Share of Fruit Juice Product Market by Class of Trade, 2000 (percent): Supermarkets, Convenience Stores, Mass Merchandisers, Warehouse Clubs, Other
    • Supermarket Sales of Juice Products Reach $10.2 Billion in 2000
    • Table 3-2: U.S. Supermarket Sales of Fruit Juice Products, 1996-2000 (dollars)

    Market Size and Composition by Storage Method
    • Methodology
    • Refrigerated Fruit Juice at 43% of Sales
    • Supermarket Sales of Refrigerated Juice Approach $4.4 Billion in 2000
    • Orange Juice at 70% of Refrigerated Sales
    • Slow-Down for Sales of Shelf-Stable Bottled Juices
    • Cranberry Juice at 25% of Bottled Juice Sales
    • Frozen Concentrate Sales Slip Below $1 Billion Mark
    • Frozen Fruit Drink Concentrates Increase Share
    • Aseptic Sales Overtake Canned
    • Juice Drinks at 76% of Aseptic Sales
    • Canned Juice Sales Fall 5% in 2000
    • Juice Drinks Increase Their Share of Canned Sales
    • Frozen Fruit Juice Bars at $137 Million in 2000
    • Falling Interest in Shelf-Stable Liquid Concentrates
    • Shelf-Stable Concentrate Segment Split in Half Between Juice Drinks, Fruit Juices
    • Table 3-3: Share of U. S. Supermarket Sales of Fruit Juice Products by Storage Method, 1998 vs. 2000 (percent): 7 Types of Storage Method
    • Table 3-4: U.S. Supermarket Sales of Refrigerated Fruit Juice Products, 1996-2000 (dollars)
    • Table 3-5: Share of U.S. Supermarket Sales of Refrigerated Fruit Juice Products by Flavor, 1998 vs. 2000 (percent): 4 Flavors, Other
    • Table 3-6: U.S. Supermarket Sales of Shelf-Stable Bottled Fruit Juice Products, 1996-2000 (dollars)
    • Table 3-7: Share of U.S. Supermarket Sales of Shelf-Stable Bottled Fruit Juice Products by Flavor, 1998 vs. 2000 (percent): 7 Flavors, Other
    • Table 3-8: U.S. Supermarket Sales of Frozen Fruit Juice Concentrates, 1996-2000 (dollars)
    • Table 3-9: Share of U.S. Supermarket Sales of Frozen Fruit Juice Concentrates by Flavor, 1998 vs. 2000 (percent): 6 Flavors, Other
    • Table 3-10: U.S. Supermarket Sales of Aseptic Fruit Juice Products, 1996-2000 (dollars)
    • Table 3-11: Share of U.S. Supermarket Sales of Aseptic Fruit Juice Products by Type, 1998 vs. 2000 (percent): Juice Drink, Fruit Juice
    • Table 3-12: U.S. Supermarket Sales of Canned Fruit Juice Products, 1996-2000 (dollars)
    • Table 3-13: Share of U.S. Supermarket Sales of Canned Fruit Juice Products by Type/Flavor, 1998 vs. 2000 (percent): Fruit Juice, Vegetable Juice/Cocktail, Juice Drink
    • Table 3-14: U.S. Supermarket Sales of Frozen Fruit Juice Bars, 1996-2000 (dollars)
    • Table 3-15: U.S. Supermarket Sales of Shelf-Stable Liquid Fruit Juice Concentrates, 1996-2000 (dollars)
    • Table 3-16: Share of U.S. Supermarket Sales of Shelf-Stable Liquid Fruit Juice Concentrates by Type, 1998 vs. 2000 (percent): Juice Drink, Fruit Juice

    Market Size and Composition by Juice Flavor
    • Methodology
    • Orange Juice Products Claim 41% Share
    • Supermarket Sales of Orange Juice Products at $3.5 Billion in 2000
    • Refrigerated Constitutes 87% of Orange Juice Sales
    • Fruit Drink Sales at $1.6 Billion
    • Fruit Drink Popular in Shelf-Stable and Refrigerated Segments
    • Cranberry Juice Products Plateau in 2000
    • Shelf-Stable Bottles Account for 99% of Cranberry Juice Market
    • 100% Juice Cuts Into Sales of Cranberry Juice Cocktails
    • 100% Juice Cranberry Blends at $203 Million in Sales
    • Apple Juice Product Sales Stagnate
    • Shelf-Stable Bottled at 88% of Apple Juice Segment
    • Shelf-Stable Cider at 64% of Segment
    • Double-Digit Growth for Fruit Juice Blends
    • Refrigerated Products Rise to 58% of Fruit Juice Blend Sales
    • A Downturn for Grapefruit Juice Product Sales
    • Supermarket Sales of Grapefruit Juice at $203 Million
    • Refrigerated Products at 65% of Grapefruit Juice Sales
    • Grapefruit Juice Cocktail in Retreat
    • Shelf-Stable Bottles at Nearly 100% of Grapefruit Juice Cocktail Market
    • 5% Drop for Tomato/Vegetable Juice in 2000
    • Shelf-Stable Bottled at 97% of Tomato/Vegetable Juice Sales
    • Lemonade on the Rebound
    • Shelf-Stable Takes Over Lead in Lemonade
    • Erratic Growth for Grape Juice
    • Shelf-Stable Bottled at 82% of Grape Juice Sales
    • Table 3-17: Share of U.S. Supermarket Sales of Fruit Juice Products by Flavor, 2000 (percent): 9 Flavors, Other
    • Table 3-18: U.S. Supermarket Sales of Orange Juice Products, 1996-2000 (dollars)
    • Table 3-19: Share of U.S. Supermarket Sales of Orange Juice Products by Storage Method, 1998 vs. 2000 (percent): Refrigerated, Frozen Concentrate, Shelf-Stable Bottled
    • Table 3-20: U.S. Supermarket Sales of Fruit Drink Products, 1996-2000 (dollars)
    • Table 3-21: Share of U.S. Supermarket Sales of Fruit Drink Products by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated, Frozen Concentrate
    • Table 3-22: U.S. Supermarket Sales of Cranberry Juice Products, 1996-2000 (dollars)
    • Table 3-23: Share of U.S. Supermarket Sales of Cranberry Juice Products by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated
    • Table 3-24: U.S. Supermarket Sales of Cranberry Juice Cocktail, 1996-2000 (dollars)
    • Table 3-25: U.S. Supermarket Sales of 100% Juice Cranberry Blends, 1996-2000 (dollars)
    • Table 3-26: U.S Supermarket Sales of Apple Juice Products, 1996-2000 (dollars)
    • Table 3-27: Share of U.S. Supermarket Sales of Apple Juice Products by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Frozen Concentrate, Refrigerated
    • Table 3-28: Share of U.S. Supermarket Sales of Apple Cider by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated
    • Table 3-29: U.S. Supermarket Sales of Fruit Juice Blends, 1996-2000 (dollars)
    • Table 3-30: Share of U.S. Supermarket Sales of Fruit Juice Blends by Storage Method, 1998 vs. 2000 (percent): Refrigerated, Shelf-Stable Bottled, Frozen Concentrate
    • Table 3-31: U.S. Supermarket Sales of Grapefruit Juice Products, 1996-2000 (dollars)
    • Table 3-32: U.S. Supermarket Sales of Grapefruit Juice, 1996-2000 (dollars)
    • Table 3-33: Share of U.S. Supermarket Sales of Grapefruit Juice by Storage Method, 1998 vs. 2000 (percent): Refrigerated, Shelf-Stable Bottled, Frozen Concentrate
    • Table 3-34: U.S. Supermarket Sales of Grapefruit Juice Cocktail, 1996-2000 (dollars)
    • Table 3-35: Share of U.S. Supermarket Sales of Grapefruit Juice Cocktail by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Refrigerated
    • Table 3-36: U.S. Supermarket Sales of Tomato/Vegetable Juice, 1996-2000 (dollars)
    • Table 3-37: Share of U.S. Supermarket Sales of Tomato/Vegetable Juice by Storage Method, 1998 vs. 1999 (percent): Shelf-Stable Bottled, Refrigerated
    • Table 3-38: U.S. Supermarket Sales of Lemonade, 1996-2000 (dollars)
    • Table 3-39: Share of U.S. Supermarket Sales of Lemonade by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Frozen Concentrate, Refrigerated
    • Table 3-40: U.S. Supermarket Sales of Grape Juice, 1996-2000 (dollars)
    • Table 3-41: Share of U.S. Supermarket Sales of Grape Juice by Storage Method, 1998 vs. 2000 (percent): Shelf-Stable Bottled, Frozen Concentrate, Refrigerated

    Factors to Market Growth
    • Demand for Convenience Accelerates in 1990s
    • Juice Breaks Out of Breakfast Mold
    • Single Serve Is New Fruit Juice Frontier
    • Consumers Expect Better Nutrition
    • The Rise of Nutraceuticals
    • Many Fruit Juice Products Offer Health Benefits
    • New 100% Juice Product Introductions
    • Juice Benefits from Green Trends
    • Premium Products Drive Up Sales
    • Children's Products Are Big
    • But Too Much Juice Can Be Bad for Kids
    • Competition from Other Types of Beverages
    • Figure 3-3: Projected U.S. Retail Sales of Fruit Juice Products, 2000-2005 (dollars)

    Projected Market Growth
    • Sales to Reach $18 Billion in 2005
    • Table 3-42a: Projected U.S. Retail Sales of Fruit Juice Products, 2000-2005 (dollars)
    • Supermarket Sales to Near $12 Billion
    • Table 3-42b: Projected U.S. Supermarket Sales of Fruit Juice Products, 2000-2005 (dollars)

    The Marketers
    • Hundreds of Marketers
    • Table 3-43: U.S. Market for Fruit Juice Products: Selected Marketers and Brands (46 Marketers)

    Overall Marketer and Brand Shares
    • Methodology
    • PepsiCo Leads with a 17% Share
    • Coca-Cola Second at 15%
    • Ocean Spray Cranberries Leads Off Second Tier
    • Private Label Slips Below PepsiCo in Sales
    • Table 3-44: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Juice Products, 1998-2000 (percent): 12 Marketers, Private Label, All Others

    Marketer and Brand Shares by Storage Method
    • Methodology
    • PepsiCo Dominates Refrigerated Segment
    • Fragmentation Characterizes Shelf-Stable Bottled Segment
    • Coca-Cola Is #1 in Frozen Concentrates
    • Philip Morris/Kraft Is #1 in Aseptic Sales
    • Nestlé USA and Campbell Soup Company Lead Canned Segment
    • Nestlé's Dole Frozen Fruit Juice Bars Are #1
    • Welch Foods Dominates Liquid Concentrate Segment
    • Table 3-45: Marketer/Brand Shares of U.S. Supermarket Sales of Refrigerated Fruit Juice Products, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
    • Table 3-46: Marketer/Brand Shares of U.S. Supermarket Sales of Shelf-Stable Bottled Fruit Juice Products, 2000 (percent): 12 Marketers/22 Brands, Private Label, All Others
    • Table 3-47: Marketer/Brand Shares of U.S. Supermarket Sales of Frozen Fruit Juice Concentrate, 2000 (percent): 4 Marketers/9 Brands, Private Label, All Others
    • Table 3-48: Marketer/Brand Shares of U.S. Supermarket Sales of Aseptic Fruit Juice Products, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
    • Table 3-49: Marketer/Brand Shares of U.S. Supermarket Sales of Canned Fruit Juice Products, 2000 (percent): 5 Marketers/9 Brands, Private Label, All Others
    • Table 3-50: Marketer/Brand Shares of U.S. Supermarket Sales of Frozen Fruit Juice Bars, 2000 (percent): 5 Marketers/Brands
    • Table 3-51: Marketer/Brand Shares of U.S. Supermarket Sales of Shelf-Stable Liquid Fruit Juice and Drink Concentrate, 2000 (percent): 4 Marketers/5 Brands, Private Label, All Others

    Marketer and Brand Shares by Flavor
    • Methodology
    • PepsiCo's Tropicana Dominates Orange Juice Segment
    • Procter & Gamble Leads Fruit Drink Sales
    • Ocean Spray Still Controls Cranberry Juice Market
    • Ocean Spray Defines Cranberry Juice Cocktail Segment . . .
    • . . . While Northland Defines 100% Juice Cranberry Blend Segment
    • Private Label Is Tops in Apple Juice Segment
    • PepsiCo's Dole Brand Is #1 Fruit Juice Blend
    • Ocean Spray Is #1 Marketer of Grapefruit Juice Products
    • PepsiCo Controls One-Third of 100% Grapefruit Juice Sales
    • Ocean Spray Controls Grapefruit Juice Cocktail Sales
    • Campbell Soup Company Defines Tomato Juice Market
    • Coca-Cola's Minute Maid Is #1 Lemonade
    • Welch Foods Synonymous with Grape Juice
    • Table 3-52: Marketer/Brand Shares of U.S. Supermarket Sales of Orange Juice, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
    • Table 3-53: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Drink, 2000 (percent): 6 Marketers/14 Brands, Private Label, All Others
    • Table 3-54: Marketer/Brand Shares of U.S. Supermarket Sales of Cranberry Juice Products, 2000 (percent): 7 Marketers/Brands, Private Label, All Others
    • Table 3-55: Marketer/Brand Shares of U.S. Supermarket Sales of Cranberry Juice Cocktail, 2000 (percent): 5 Marketers/Brands, Private Label, All Others
    • Table 3-56: Marketer/Brand Shares of U.S. Supermarket Sales of 100% Juice Cranberry Blends, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
    • Table 3-57: Marketer/Brand Shares of U.S. Supermarket Sales of Apple Juice, 2000 (percent): 4 Marketers/6 Brands, Private Label, All Others
    • Table 3-58: Marketer/Brand Shares of U.S. Supermarket Sales of Fruit Juice Blends, 2000 (percent): 5 Marketers/Brands, Private Label, All Others
    • Table 3-59: Marketer/Brand Shares of U.S. Supermarket Sales of Grapefruit Juice Products, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
    • Table 3-60: Marketer/Brand Shares of U.S. Supermarket Sales of 100% Grapefruit Juice, 2000 (percent): 3 Marketers/Brands, Private Label, All Others
    • Table 3-61: Marketer/Brand Shares of U.S. Supermarket Sales of Grapefruit Juice Cocktail, 2000 (percent): 2 Marketers/Brands, Private Label, All Others
    • Table 3-62: Marketer/Brand Shares of U.S. Supermarket Sales of Tomato/Vegetable Juice, 2000 (percent): 2 Marketers/4 Brands, Private Label, All Others
    • Table 3-63: Marketer/Brand Shares of U.S. Supermarket Sales of Lemonade, 2000 (percent): 3 Marketers/7 Brands, Private Label, All Others
    • Table 3-64: Marketer/Brand Shares of U.S. Supermarket Sales of Grape Juice, 2000 (percent): 2 Marketers/Brands, Private Label, All Others

    Competitive Overview
    • 100% Juices and Juice Blends vs. Fruit Drinks
    • Most Marketers Enter Fortification Trend
    • Marketers Woo Consumers with Convenient Products
    • PepsiCo and Coca-Cola Vie for Dominance
    • Acquisitions Strengthen Cadbury Schweppes' Competitive Position
    • Ocean Spray vs. Northland in the Cranberry Segment
    • Tree Top vs. Mott's in the Apple Juice Segment
    • Campbell Soup Company Monopolizes Tomato Juice Segment
    • Welch Foods Monopolizes Grape Juice Segment
    • New Age Marketers Do Their Own Thing

    Competitive Profile: Cadbury Schweppes Plc
    • World's Third-Largest Beverage Company
    • Company Builds Beverage Empire through Acquisitions
    • Mott's Establishes Four Brand Groups for Its Product Lines
    • Mott's Brand Covers Many Juice Segments
    • Acquisition of Hawaiian Punch in 1999
    • Cadbury Schweppes Promotes Hawaiian Punch Nationally
    • Clamato Is #1 Seafood Blend

    Competitive Profile: The Campbell Soup Company
    • World's Largest Soup Company
    • Campbell Dominates Tomato and Vegetable Juice Segment
    • V8 Brand Defines Tomato and Vegetable Juice Cocktails
    • V8 Splash Stirs Up Tomato Juice Segment in 1998 . . .
    • . . . But Flounders in 2000
    • Campbell Fortifies V8 Splash with Calcium

    Competitive Profile: The Coca-Cola Company
    • World's #1 Soft-Drink Company
    • Hi-C the Original Fortified Fruit Drink, Now Extends to Frozen Juice Bars
    • Fruitopia Is Coca-Cola's New Age Entry
    • Minute Maid Is Premium From-Concentrate Juice Brand
    • Minute Maid Rides the Fortification Trend
    • Minute Maid Re-Enters Not-From-Concentrate Market
    • Coca-Cola Enters Partnership with Procter & Gamble
    • Coca-Cola's Growth Strategy Differs from PepsiCo's
    • Coca-Cola Revises In-School Marketing Contracts
    • Mad River Acquisition in 2001

    Competitive Profile: Florida's Natural Growers
    • A Citrus Growers Cooperative Since 1933
    • A Leading Marketer of Refrigerated Orange and Grapefruit Juices
    • Florida's Natural Goes Up Against Tropicana Orange Juice . . .
    • . . . and Grapefruit Juice
    • Other Refrigerated Not-From-Concentrate Juices

    Competitive Profile: Hansen Natural Corporation
    • Focus on All-Natural Beverages
    • Hansen Offers Fruit Juices, Juice Cocktails, and Lemonades
    • Hansen Fortifies Its 100% Juice Healthy Start Juices

    Competitive Profile: Nantucket Allserve, Inc.
    • A Privately Owned, New Age Success Story
    • A Complete Line of Fruit Juices and Juice Cocktails
    • Original Nectars Consist of Fresh Juices
    • Nantucket Introduces Nutraceutical-Enhanced Super Nectars
    • Squeezed Nectars Come in Mason Jar-Like Packaging

    Competitive Profile: Nestlé USA, Inc.
    • Subsidiary of the World's Largest Food Company
    • Fifth-Largest Marketer of Fruit Juice Products in Supermarkets
    • Juicy Juice a Leading Fruit Juice Blend
    • Kern's Is #1 Fruit Nectar
    • Dole Frozen Fruit Bars Are #1

    Competitive Profile: Northland Cranberries, Inc.
    • The World's Largest Cranberry Grower
    • Northland Introduces First 100% Juice Cranberry Product
    • Northland Acquires Seneca Brand in 1999
    • Northland Promises Increased Advertising
    • Northland Sells Its Private-Label Unit

    Competitive Profile: Ocean Spray Cranberries, Inc.
    • Sales of $1.3 Billion in 2000
    • Northland Challenges Ocean Spray
    • A History of Innovative Packaging
    • Many Unique Ocean Spray Cranberry Juice Cocktails
    • Fortified Crantastics Juice Drinks Target Kids
    • Ocean Spray's Grapefruit Juice Entries
    • Ocean Spray Promotes Health Benefits of Cranberry Juice . . .
    • . . . and of Grapefruit Juice
    • Acquisition of Nantucket Allserve in 1998
    • Ocean Spray Up for Sale?

    Competitive Profile: Odwalla, Inc.
    • Leading Marketer of Fresh 100% Juice
    • Odwalla Pioneers Flash Pasteurization
    • All-Natural Superpremium Juices
    • Odwalla Turns to Premium PET Packaging for Refrigerated Juices
    • Odwalla's "Nutritionals" Include Cutting-Edge Nutraceuticals
    • Fresh Samantha Garnered Sales of $40 Million in 1999
    • Fresh Samantha Offers Catchy Products

    Competitive Profile: PepsiCo, Inc.
    • Major Competitor in Soft Drinks, Snacks, and Juices Markets
    • 1998 Tropicana Acquisition Puts PepsiCo into the Juice Business
    • Tropicana Leads Refrigerated and Orange Juice Segments
    • Tropicana's Dole Brand Extends in Single-Serve
    • PepsiCo's Fruitworks Takes on Coca-Cola's Fruitopia
    • Tropicana Drenchers Target Teens

    Competitive Profile: Philip Morris Companies, Inc./Kraft Foods
    • The World's #1 Cigarette Maker
    • Philip Morris Acquires Kraft Foods in 1998
    • Seventh-Largest Brand Marketer of Fruit Juice Products in Supermarkets
    • Philip Morris Possibly to Spin Off Kraft?
    • Capri Sun Is #1 Aseptic Fruit Drink
    • Kool-Aid Available in Shelf-Stable Bottled Form
    • Ready-To-Drink Tang

    Competitive Profile: Procter & Gamble Company
    • Sales of $40 Billion in 2000
    • Sunny Delight Sales Fall
    • Procter & Gamble Forms Partnership with Coca-Cola

    Competitive Profile: South Beach Beverage Company
    • Privately Owned Company Takes New-Age Market by Storm
    • The SoBe Lizard
    • SoBe Launches a $9-Million Advertising Campaign in 2000
    • Professional Golfer John Daly Joins Team Lizard
    • 3C Juice Blends
    • Functional Beverages Make Up SoBe's Powerline

    Competitive Profile: Snapple Beverage Group, Inc.
    • Snapple Acquired by Cadbury Schweppes in 2000
    • The Original New Age Marketer
    • Elements Line Consists of Fortified Juices
    • Mistic Brands' Zotics Are "Exotic" Juice Drinks
    • Urban Drinks Tap into Hip-Hop Culture

    Competitive Profile: Tree Top, Inc.
    • The #1 U.S. Apple Juice Marketer
    • Eleventh Largest Marketer of Fruit Juice Products
    • Tree Top Wages War Against Mott's in Shelf-Stable Bottled Segment
    • Tree Top Converts to Plastic Packaging
    • Leading Marketer of Frozen Apple Juice Concentrate

    Competitive Profile: Vitality Beverages, Inc.
    • Formed in 1999
    • Lykes Bros. Decline Begins in 1980s
    • PepsiCo and Coca-Cola Squeeze Lykes Bros. Out
    • Pasco Brands Provides Private Label in Many Segments

    Competitive Profile: Welch Foods, Inc.
    • The World's Largest Marketer of Grape Products
    • Welch Enjoys Phenomenal Brand Equity
    • A Major Product Innovator
    • Introduces Fortified Refrigerated Cocktails in 1999
    • Innovative Concentrate Forms Offer Convenience to Consumers
    • Welch's Frozen Fruit Juice Bars
    • Competes with a Variety of Single-Serve Products
    • Touts Health Benefits of Purple Grape Juice . . .
    • . . . and of White Grape Juice

    New Product Trends
    • Marketers Fortify Their Products with Calcium . . .
    • . . . and Other Nutraceuticals
    • . . . and Other Exotic Ingredients
    • Vegetable-Fruit Blends
    • Everyone Is Competing with Single-Serve
    • Marketers Continue to Experiment with Packaging
    • Aseptic Children's Products
    • Table 3-65: The U.S. Market for Fruit Juice Products: Selected New Product Introductions and Line Extensions, 1999-2000

    Advertising and Promotions
    • Methodology
    • Consumer Advertising Expenditures Reach $255 Million in 2000
    • PepsiCo Steps Up Advertising and Become Largest Spender
    • Coca-Cola Is Next Biggest Spender
    • Two Other Marketers Spend More Than $20 Million
    • Five Other Marketers Each Spend $10- $20 Million
    • Brand Image Is Extremely Important
    • Marketers Tout Juice Content
    • Advertising Makes Nutritional Claims
    • Unique Packaging Fills Ads
    • Concentrate Ads Focus on Ease of Use
    • Trade Advertising

    Retail Overview
    • Supermarkets Lead in Fruit Juice Product Sales
    • Margins Are Lower Than Average
    • Supermarkets Display Fruit Juice Products by Storage Method
    • Refrigerated Fruit Juice Products
    • Shelf-Stable Fruit Juice Products
    • Frozen Fruit Juice Products
    • Vending Machines Fall into Three Categories
    • Dedicated Machines
    • Nondedicated Machines
    • All-Purpose Machines
    • Convenience Stores
    • Mass Merchandisers Offer Lowest Prices
    • Drugstores Have Fewer Products, Higher Prices

    Internet Retailing
    • Shopping the Internet
    • The Internet Food Shopper
    • Corporate Websites

    The Consumer
    • Note on Simmons Market Research Bureau Data
    • Orange Juice Consumers Are Most Numerous
    • Table 3-66: Purchaser Overview for Fruit Juice Product Consumers, 2000 (percent): 4 Product Segments

    The Refrigerated, Bottled, and Canned Orange Juice Consumer
    • Three-Fourths of U.S. Adults Use
    • Heavy Usage Skews to Younger Consumers
    • Two-Thirds of U.S. Adults Use Refrigerated Orange Juice
    • Two-Fifths of U.S. Adults Use Cartons
    • Tropicana Pure Premium Is Number-One Orange Juice
    • Age and Household Factors Distinguish Tropicana Users
    • Younger Consumers and Families Use Minute Maid Brands
    • Florida's Natural Consumers Are Older
    • Table 3-67: U. S. Adult Use of Refrigerated, Bottled, or Canned Orange Juice by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
    • Table 3-68: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 3-69: Demographic Characteristics Favoring Use of Refrigerated Orange Juice, 2000 (U.S. Adults)
    • Table 3-70: U. S. Adult Use of Refrigerated, Bottled, or Canned Orange Juice by Form Most Often Used, 2000 (number and percent): 5 Types of Form, Other
    • Table 3-71: U. S. Adult Use of Refrigerated, Bottled, or Canned Orange Juice by Brand, 2000 (number and percent): 26 Brands, Other Brands, Store Brands
    • Table 3-72: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Brand Summary: Tropicana, Tropicana Pure Premium, and Tropicana Season's Best, 2000 (U.S. Adults)
    • Table 3-73: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Brand Summary: Minute Maid, 2000 (U.S. Adults)
    • Table 3-74: Demographic Characteristics Favoring Use of Refrigerated, Bottled, or Canned Orange Juice by Brand: Florida's Natural vs. Store Brands, 2000 (U.S. Adults)

    The Frozen Orange Juice Consumer
    • Close to Half of U.S. Adults Use
    • Heavy Usage Skews to Younger Consumers
    • Minute Maid Is #1 Frozen Orange Juice
    • Race Not a Factor in Use of Store Brands
    • Table 3-75: U. S. Adult Use of Frozen Orange Juice by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
    • Table 3-76: Demographic Characteristics Favoring Use of Frozen Orange Juice by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 3-77: U. S. Adult Use of Frozen Orange Juice by Brand, 2000 (number and percent): 12 Brands, Other Brands, Store Brands
    • Table 3-78: Demographic Characteristics Favoring Use of Frozen Orange Juice by Brand Summary: Minute Maid vs. Tropicana, 2000 (U.S. Adults)
    • Table 3-79: Demographic Characteristics Favoring Use of Frozen Orange Juice by Brand: Store Brands, 2000 (U.S. Adults)

    The Other Fruit Juices/Drinks Consumer
    • Two-Thirds of U.S. Adults Use
    • Heavy Usage Skews to Younger Consumers and Large Households
    • Refrigerated Other Fruit Juices or Fruit Drinks Are Most Popular Type
    • One-Fourth of U.S. Adults Use Bottles
    • Apple Is Most Popular Other Fruit Juice or Fruit Drink
    • Apple and Grape Juice Consumers Are Similar
    • Cranberry Juice Skews to Older Consumers
    • Punches and Blends Skew to the Young and to Families
    • Grapefruit Juice Use Skews to Older Consumers
    • Lemonade Skews to the Young and to Families
    • Ocean Spray Brands Are #1
    • Most Brands Skew to Younger Consumers and Families
    • Ocean Spray and Welch's Brands Users Parallel Flavor Users
    • Welch's Is #1 Brand
    • Fruit Drink and Juice Blend Brands Skew to Younger Consumers and Families
    • Users of Store Brands Differ Somewhat
    • Table 3-80: U. S. Adult Use of Other Fruit Juices/Drinks by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
    • Table 3-81: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: All Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 3-82: U. S. Adult Use of Other Fruit Juices/Drinks by Type Most Often Used, 2000 (number and percent): 4 Types
    • Table 3-83: U. S. Adult Use of Other Fruit Juices/Drinks by Form Most Often Used, 2000 (number and percent): 5 Forms, Other
    • Table 3-84: U. S. Adult Use of Other Fruit Juices/Drinks by Flavor, 2000 (number and percent): 17 Flavors
    • Table 3-85a: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Apple vs. Grape, 2000 (U.S. Adults)
    • Table 3-85b: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Cranberry vs. Cranberry Blends, 2000 (U.S. Adults)
    • Table 3-85c: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Fruit Punch, Juice Blends, and Tropical Flavors, 2000 (U.S. Adults)
    • Table 3-85d: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Pink Grapefruit vs. White Grapefruit, 2000 (U.S. Adults)
    • Table 3-85e: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Flavor: Lemonade, 2000 (U.S. Adults)
    • Table 3-86: U. S. Adult Use of Other Fruit Juices/Drinks by Brand Summary, 2000 (number and percent): 8 Brands
    • Table 3-87a: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand Summary: Ocean Spray, Welch's, and Minute Maid, 2000 (U.S. Adults)
    • Table 3-87b: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand Summary: Tropicana vs. Dole, 2000 (U.S. Adults)
    • Table 3-87c: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand Summary: Mott's vs. Kool-Aid, 2000 (U.S. Adults)
    • Table 3-88: U. S. Adult Use of Other Fruit Juices/Drinks by Brand, 2000 (number and percent): 66 Brands
    • Table 3-89a: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand: Sunny Delight, Hi-C, and Hawaiian Punch, 2000 (U.S. Adults)
    • Table 3-89b: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks by Brand: Juicy Juice, Capri Sun, and Store Brands, 2000 (U.S. Adults)

    The Tomato/Vegetable Juice Consumer
    • Two-Fifths of U.S. Adults Use
    • Heavy Users Slightly Less Upscale Than All Users
    • Campbell's V8 Is Number-One Tomato or Vegetable Juice
    • Use of Campbell's V8 Skews to Older Consumers
    • Table 3-90: U. S. Adult Use of Tomato or Vegetable Juice by Frequency of Use, 2000 (number and percent): Heavy, Medium, Light
    • Table 3-91: Demographic Characteristics Favoring Use of Tomato or Vegetable Juice by Frequency of Use: All Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 3-92: U. S. Adult Use of Tomato or Vegetable Juice by Brand, 2000 (number and percent): 13 Brands, Other Brands
    • Table 3-93: Demographic Characteristics Favoring Use of Tomato or Vegetable Juice by Brand: Campbell's V8 vs. Other Campbell's, 2000 (U.S. Adults)

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers

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