Where the Gains Are
C-store sales, 52 weeks ending Dec. 29, 2013
While convenience store sales of shelf-stable juice and fruit drinks were largely soft in 2013, according to IRI, there were bright spots in lemonade—unit sales up 10.6%—and in coconut waters. In refrigerated, smoothies provided a lift, and in canned juice and fruit drinks, a new item—Mountain Dew Kickstart—propelled the segment forward.
| Beverage type | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Shelf-stable, bottled juice and fruit drinks | $1,398.8 | -1.6% | 892.3 | -1.7% |
| Refrigerated juice and fruit drinks | $569.5 | 12.1% | 245.6 | 8.4% |
| Canned juice and fruit drinks | $320.1 | 48.9% | 277.5 | 31.0% |
Source: IRI
Shelf-Stable Bottled Fruit Drinks
C-store sales, 52 weeks ending Dec. 29, 2013
Shelf-stable fruit drinks lost sales ground in 2013, with dollars off 4.5% and units down 3.6%, according to IRI.
| Brand | C-store sales ($ millions) | PCYA | Unit sales (millions) | PCYA |
| Lipton Brisk | $90.3 | -4.2% | 82.5 | -8.3% |
| Tum-E-Yummies | $60.5 | -3.4% | 59.4 | -5.7% |
| Bug Juice | $58.0 | -12.2% | 30.2 | -12.6% |
| Snapple | $54.3 | 16.8% | 37.8 | 15.1% |
| V8 Splash | $36.0 | -3.7% | 21.7 | -4.9% |
| Minute Maid | $26.7 | 4.4% | 20.1 | 12.4% |
| Fuze | $25.3 | -7.4% | 20.7 | 25.7% |
| SunnyD | $25.0 | 1.4% | 17.3 | 0.9% |
| Sobe Energize | $20.7 | -16.0% | 11.4 | -16.3% |
| Sobe Smooth | $20.0 | -13.9% | 10.9 | -13.7% |
| Total (including brands not shown) | $595.1 | -4.5% | 448.1 | -3.6% |
Source: IRI
Cross-Category Opportunity
According to analysis by Management Science Associates, juice and fruit drinks rank sixth among the top 10 items included in a c-store foodservice market basket, revealing a solid opportunity for bundling these items with a breakfast prepared-food purchase.
Shelf-Stable Bottled Juices and Fruit Drinks
C-store sales, 52 weeks ending Dec. 29, 2013
After slight growth in 2012, shelf-stable juice and fruit drinks saw unit sales slip nearly 2%, according to IRI. A few brands—Minute Maid orange juice and Snapple fruit drink, among others—ran counter to the trend.
| Brand | Unit sales (millions) | PCYA | C-store sales ($ millions) | PCYA |
| Lipton Brisk fruit drink | 82.5 | -8.3% | $90.3 | -4.2% |
| Tum-E Yummies fruit drink | 59.4 | -5.7% | $60.5 | -3.4% |
| Minute Maid orange juice | 43.5 | 7.2% | $79.9 | 8.4% |
| Lipton Brisk lemonade | 40.4 | -9.6% | $43.6 | -6.3% |
| Snapple fruit drink | 37.8 | 15.1% | $54.3 | 16.8% |
| V8 tomato/ vegetable juice | 31.8 | -3.5% | $57.6 | -2.9% |
| Bug Juice fruit drink | 30.2 | -12.6% | $58.0 | -12.2% |
| PepsiCo Ocean Spray cranberry cocktail/ juice drink | 30.1 | 3.8% | $56.9 | 5.2% |
| Minute Maid apple juice | 28.8 | 9.4% | $53.1 | 10.9% |
| Minute Maid lemonade | 23.4 | 1.8% | $30.5 | -3.9% |
| Total (including brands not shown) | 892.3 | -1.7% | $1,398.8 | -1.6% |
Source: IRI
Refrigerated Smoothies
C-store sales, 52 weeks ending Dec. 29, 2013
The Naked Juice Co.’s Naked brand supplied nearly 80% of refrigerated-juice and fruit-drink smoothie sales in 2013, according to IRI.
| Brand | C-store sales ($ millions) | PCYA | Case sales (millions) | PCYA |
| Naked | $157.7 | 26.2% | 45.2 | 24.9% |
| Naked Protein Zone | $32.9 | 46.9% | 8.7 | 46.9% |
| Odwalla Superfood | $2.9 | -25.0% | 1.0 | -25.3% |
| Bolthouse Farms | $2.2 | 107.0% | 0.7 | 101.3% |
| Odwalla | $1.9 | -25.5% | 0.7 | -25.7% |
| Total (including brands not shown) | $199.6 | 26.2% | 56.8 | 24.5% |
Source: IRI
Canned Juices and Fruit Drinks
C-store sales, 52 weeks ending Dec. 29, 2013
C-store sales of canned juices and fruit drinks leapt by double-digit percentages in 2013, according to IRI, partly led by PepsiCo’s new Mountain Dew Kickstart juice-soda blend.
| Brand | C-store sales ($ millions) | PCYA | Case sales (millions) | PCYA |
| AriZona | $147.5 | -10.1% | 147.3 | -10.2% |
| Mountain Dew Kickstart | $100.7 | NA | 64.4 | NA |
| AriZona Golden Bear | $16.4 | 75.3% | 16.2 | 76.6% |
| Snapple | $12.4 | -23.2% | 15.7 | -23.3% |
| Jumex | $8.2 | 59.9% | 7.6 | 70.6% |
| Total (including brands not shown) | $320.1 | 48.9% | 277.5 | 31.0% |
Source: IRI
Refrigerated Orange Juices
C-store sales, 52 weeks ending Dec. 29, 2013
IRI c-store figures show that the largest refrigerated-juice subcategory—orange juice—grew case sales by nearly 2% in 2013.
| Brand | C-store sales ($ millions) | PCYA | Case sales (millions) | PCYA |
| Tropicana Pure Premium | $100.6 | 3.2% | 49.3 | 1.3% |
| Simply Orange | $59.3 | 15.3% | 27.2 | 12.4% |
| Private label | $13.4 | -6.3% | 7.7 | 1.4% |
| Prairie Farms | $5.7 | 16.1% | 3.0 | 14.6% |
| Borden | $5.5 | -3.9% | 3.0 | 5.7% |
| Total (including brands not shown) | $232.3 | 2.6% | 110.7 | 1.7% |
Source: IRI
Refrigerated Juices and Fruit Drinks
C-store sales, 52 weeks ending Dec. 29, 2013
A healthy unit sales jump of more than 12%, led by smoothies and orange juice, helped the refrigerated-juice and fruit-drink segment in 2013, according to IRI.
| Brand | Unit sales (millions) | PCYA | C-store sales | PCYA |
| Tropicana Pure Premium orange juice | 49.3 | 1.3% | $100.6 | 3.2% |
| Naked smoothies | 45.2 | 24.9% | $157.7 | 26.2% |
| Simply Orange orange juice | 27.2 | 12.4% | $59.3 | 15.3% |
| Simply Lemonade lemonade | 18.2 | -0.7% | $35.9 | 0.5% |
| Naked Protein Zone smoothies | 8.7 | 46.9% | $32.9 | 46.9% |
| Private-label orange juice | 7.7 | 1.4% | $13.4 | -6.3% |
| Simply Orange blended fruit juice | 5.6 | 26.4% | $11.0 | 26.8% |
| Private-label fruit drink | 5.6 | 9.9% | $7.7 | 6.4% |
| Simply Cranberry cranberry cocktail/drink | 4.7 | 65.3% | $9.5 | 67.4% |
| Tropicana Farmstand blended fruit juice | 4.7 | 21.8% | $8.9 | 20.7% |
| Total (including brands not shown) | 245.6 | 8.4% | $569.5 | 12.1% |
Source: IRI
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