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Category Management Handbook

Packaged Beverages: Fruit Juice and Fruit Drinks 2016

Market Share: Fruit Drinks and Fruit Juices

C-store sales, 52 weeks ending Dec. 26, 2015

Fruit drinks and fruit juices saw healthy, double-digit sales growth in convenience stores in 2015

 

Subcategory

Dollar share

PCYA*

Unit sales (Millions)

PCYA*

Carbonated soft drinks31.1%23.3%58.821.7%
Energy drinks27.7%9.5%74.610.0%
Water12.8%4.6%57.92.5%
Sports drinks9.9%2.1%37.34.0%
RTD tea5.6%(6.6%)25.1(7.0%)
Fruit drinks4.4%14.3%29.315.1%
Fruit juice3.4%94.0%11.395.0%
RTD coffee2.7%(10.0%)19.3(5.6%)
Others***2.2%3.8%11.52.8%

Sources: The Nielsen Co., Dr Pepper Snapple Group Inc. | * Percent change from a year ago | *** Beverages with less than 2% dollar share


Where the Gains Are

C-store sales, 52 weeks ending Dec. 27, 2015

The three major juice segments—shelf-stable, refrigerated and canned—all saw solid gains in c-store dollar and unit sales in 2015, according to IRI. The largest, shelf-stable juices and fruit drinks, increased dollar sales more than 7% to hit nearly $1.6 billion, after a stretch of little growth.

Beverage typeC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Shelf-stable, bottled juices and fruit drinks$1,557.27.1%964.06.1%
Refrigerated juice and fruit drinks$628.97.0%260.35.6%
Canned juice and fruit drinks$443.914.1%342.77.0%

Source: IRI | * Percent change from a year ago


Shelf-Stable, Bottled-Juice and Fruit-Drink Brands by Units

C-store sales, 52 weeks ending Dec. 27, 2015

The top-selling shelf-stable juice or fruit-drink brand by c-store unit sales in 2015 was Lipton Brisk, per IRI. By c-store dollar sales, Snapple was tops.

BrandUnit sales ($ millions)PCYA*C-store sales (millions)PCYA*
Lipton Brisk fruit drink74.610.0%$86.09.5%
Snapple fruit drink58.821.7%$87.323.3%
Tum-E Yummies fruit drink57.92.5%$60.34.6%
Minute Maid orange juice46.02.2%$86.03.9%
Lipton Brisk lemonade39.411.6%$44.911.7%
Minute Maid fruit drinks37.34.0%$53.42.1%
PepsiCo Ocean Spray cranberry cocktail/juice drink35.55.6%$67.87.1%
Minute Maid apple juice34.39.7%$64.512.1%
Minute Maid lemonade32.116.0%$41.919.2%
V8 tomato/vegetable juice/cocktail30.517.0%$57.018.0%

Source: IRI | * Percent change from a year ago


Refrigerated Smoothie Brands

C-store sales, 52 weeks ending Dec. 27, 2015

Refrigerated smoothies grew c-store dollar and unit sales by double-digit percentages in 2015, picking up the pace from 2014, according to IRI.

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Naked$188.110.3%52.710.3%
Naked Protein Zone$33.79.7%8.810.1%
Bolthouse Farms$11.442.1%3.442.5%
Odwalla$2.680.3%0.876.0%
Odwalla C Monster$1.144.2%0.337.9%
Total**$237.611.3%66.311.4%

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Big Number

$443.9 million —C-store sales of canned juice and fruit drinks in 2015, per IRI


Shelf-Stable, Bottled Fruit-Drink Brands

C-store sales, 52 weeks ending Dec. 27, 2015

C-store sales of shelf-stable fruit drinks rose nearly 9% in 2015, according to IRI. The latest addition to the top 10 brands: the 5-calorie Bai5.

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Snapple$87.323.3%58.821.7%
Lipton Brisk$86.09.5%74.610.0%
Tum-E Yummies$60.34.6%57.92.5%
Minute Maid$53.42.1%37.34.0%
Bug Juice$47.8(6.6%)25.1(7.0%)
Robinsons Fruit Shoot$29.614.3%29.315.1%
Bai5$27.594.0%11.395.0%
Fuze$21.9(10.0%)19.3(5.6%)
SoBe Smooth$21.23.8%11.52.8%
V8 Splash$21.0(4.5%)11.8(6.4%)
Total**$703.48.9%502.27.1%

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown

Refrigerated Juice and Fruit-Drink Brands

C-store sales, 52 weeks ending Dec. 27, 2015

C-store sales of refrigerated juice and fruit drinks rose 7.0% in 2015, led by the Naked smoothies brand, according to IRI.

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Naked smoothies$188.110.3%52.710.3%
Tropicana Pure Premium orange juice$108.73.8%52.52.4%
Private-label teas$72.814.5%51.316.0%
Simply Orange orange juice$59.24.7%25.22.7%
Simply Lemonade lemonade$38.31.1%18.80.7%
Naked Protein Zone smoothies$33.79.7%8.810.1%
Red Diamond teas$27.2(5.7%)14.3(8.3%)
Milos teas$20.72.6%9.93.0%
Turkey Hill teas$12.79.1%6.46.4%
Private-label orange juice$12.48.8%6.97.4%
Total**$628.97.0%260.35.6%

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown

Continued: Canned Juices & Orange Juice

Canned Juice and Fruit-Drink Brands

C-store sales, 52 weeks ending Dec. 27, 2015

The canned-juice and fruit-drink segment was led in c-store dollar sales by Mountain Dew Kickstart, and in unit sales by the AriZona brand.

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Mountain Dew Kickstart$211.839.5%132.535.4%
AriZona$142.5(2.9%)142.5(2.8%)
Jumex$15.057.9%11.643.7%
Foco$10.522.9%5.418.6%
Lipton Brisk$7.9(30.3%)7.6(31.7%)
Total**$443.914.1%342.77.0%

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Consumer in Focus

According to research by Technomic, fruit juice is a preferred beverage pick for millennials during multiple day-parts. It ranks second among this demographic’s top five packaged-beverage choices for breakfast, lunch and dinner. Millennials are also buying fruit juice 30% more often from convenience stores, according to Technomic consumer research.


Refrigerated Orange-Juice Brands

C-store sales, 52 weeks ending Dec. 27, 2015

C-store sales of refrigerated orange juice rose 2.3% in 2015, reaching more than $234 million, according to IRI.

BrandC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Tropicana Pure Premium$108.73.8%52.52.4%
Simply Orange$59.24.7%25.22.7%
Private label$12.48.8%6.97.4%
Prairie Farms$6.07.4%3.16.1%
Orchard Pure$5.0N/A2.3N/A
Total**$234.22.3%108.51.1%

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Big Number

6.1% —Increase in c-store unit sales of shelf-stable juices and fruit drinks in 2015, according to IRI


Packaged Beverages: What to Watch

Carbonated Soft Drinks

Bottled Water

Specialty: Energy, Sport, Tea, Coffee

Alcohol

CMOY Alcohol Beverages: Damian Wyatt

CMOY Packaged Beverages: Gary Woods

View the full 2016 Category Management Handbook

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