Beverages: Fruit Juice and Fruit Drinks 2014

By 
Samantha Oller, Senior Editor/Fuels, CSP

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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.

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