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 drinks | 31.1% | 23.3% | 58.8 | 21.7% |
| Energy drinks | 27.7% | 9.5% | 74.6 | 10.0% |
| Water | 12.8% | 4.6% | 57.9 | 2.5% |
| Sports drinks | 9.9% | 2.1% | 37.3 | 4.0% |
| RTD tea | 5.6% | (6.6%) | 25.1 | (7.0%) |
| Fruit drinks | 4.4% | 14.3% | 29.3 | 15.1% |
| Fruit juice | 3.4% | 94.0% | 11.3 | 95.0% |
| RTD coffee | 2.7% | (10.0%) | 19.3 | (5.6%) |
| Others*** | 2.2% | 3.8% | 11.5 | 2.8% |
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 $1.6 billion, after a stretch of little growth.
| Beverage type | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
|---|---|---|---|---|
| Shelf-stable, bottled juices and fruit drinks | $1,557.2 | 7.1% | 964.0 | 6.1% |
| Refrigerated juice and fruit drinks | $628.9 | 7.0% | 260.3 | 5.6% |
| Canned juice and fruit drinks | $443.9 | 14.1% | 342.7 | 7.0% |
Source: IRI | * Percent change from a year ago
Shelf-Stable, Bottled-Juice and Fruit-Drink Brands by Units
C-store sales, 52 weeks ending Dec. 27, 2015
The top-selling shelf-stable juice or fruit-drink brand by c-store unit sales in 2015 was Lipton Brisk, per IRI. By c-store dollar sales, Snapple was tops.
| Brand | Unit sales ($ millions) | PCYA* | C-store sales (millions) | PCYA* |
|---|---|---|---|---|
| Lipton Brisk fruit drink | 74.6 | 10.0% | $86.0 | 9.5% |
| Snapple fruit drink | 58.8 | 21.7% | $87.3 | 23.3% |
| Tum-E Yummies fruit drink | 57.9 | 2.5% | $60.3 | 4.6% |
| Minute Maid orange juice | 46.0 | 2.2% | $86.0 | 3.9% |
| Lipton Brisk lemonade | 39.4 | 11.6% | $44.9 | 11.7% |
| Minute Maid fruit drinks | 37.3 | 4.0% | $53.4 | 2.1% |
| PepsiCo Ocean Spray cranberry cocktail/juice drink | 35.5 | 5.6% | $67.8 | 7.1% |
| Minute Maid apple juice | 34.3 | 9.7% | $64.5 | 12.1% |
| Minute Maid lemonade | 32.1 | 16.0% | $41.9 | 19.2% |
| V8 tomato/vegetable juice/cocktail | 30.5 | 17.0% | $57.0 | 18.0% |
Source: IRI | * Percent change from a year ago
Refrigerated Smoothie Brands
C-store sales, 52 weeks ending Dec. 27, 2015
Refrigerated smoothies grew c-store dollar and unit sales by double-digit percentages in 2015, picking up the pace from 2014, according to IRI.
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
|---|---|---|---|---|
| Naked | $188.1 | 10.3% | 52.7 | 10.3% |
| Naked Protein Zone | $33.7 | 9.7% | 8.8 | 10.1% |
| Bolthouse Farms | $11.4 | 42.1% | 3.4 | 42.5% |
| Odwalla | $2.6 | 80.3% | 0.8 | 76.0% |
| Odwalla C Monster | $1.1 | 44.2% | 0.3 | 37.9% |
| Total** | $237.6 | 11.3% | 66.3 | 11.4% |
Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown
Big Number
$443.9 million —C-store sales of canned juice and fruit drinks in 2015, per IRI
Shelf-Stable, Bottled Fruit-Drink Brands
C-store sales, 52 weeks ending Dec. 27, 2015
C-store sales of shelf-stable fruit drinks rose nearly 9% in 2015, according to IRI. The latest addition to the top 10 brands: the 5-calorie Bai5.
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
|---|---|---|---|---|
| Snapple | $87.3 | 23.3% | 58.8 | 21.7% |
| Lipton Brisk | $86.0 | 9.5% | 74.6 | 10.0% |
| Tum-E Yummies | $60.3 | 4.6% | 57.9 | 2.5% |
| Minute Maid | $53.4 | 2.1% | 37.3 | 4.0% |
| Bug Juice | $47.8 | (6.6%) | 25.1 | (7.0%) |
| Robinsons Fruit Shoot | $29.6 | 14.3% | 29.3 | 15.1% |
| Bai5 | $27.5 | 94.0% | 11.3 | 95.0% |
| Fuze | $21.9 | (10.0%) | 19.3 | (5.6%) |
| SoBe Smooth | $21.2 | 3.8% | 11.5 | 2.8% |
| V8 Splash | $21.0 | (4.5%) | 11.8 | (6.4%) |
| Total** | $703.4 | 8.9% | 502.2 | 7.1% |
Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown
Refrigerated Juice and Fruit-Drink Brands
C-store sales, 52 weeks ending Dec. 27, 2015
C-store sales of refrigerated juice and fruit drinks rose 7.0% in 2015, led by the Naked smoothies brand, according to IRI.
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
|---|---|---|---|---|
| Naked smoothies | $188.1 | 10.3% | 52.7 | 10.3% |
| Tropicana Pure Premium orange juice | $108.7 | 3.8% | 52.5 | 2.4% |
| Private-label teas | $72.8 | 14.5% | 51.3 | 16.0% |
| Simply Orange orange juice | $59.2 | 4.7% | 25.2 | 2.7% |
| Simply Lemonade lemonade | $38.3 | 1.1% | 18.8 | 0.7% |
| Naked Protein Zone smoothies | $33.7 | 9.7% | 8.8 | 10.1% |
| Red Diamond teas | $27.2 | (5.7%) | 14.3 | (8.3%) |
| Milos teas | $20.7 | 2.6% | 9.9 | 3.0% |
| Turkey Hill teas | $12.7 | 9.1% | 6.4 | 6.4% |
| Private-label orange juice | $12.4 | 8.8% | 6.9 | 7.4% |
| Total** | $628.9 | 7.0% | 260.3 | 5.6% |
Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown
Continued: Canned Juices & Orange Juice
Canned Juice and Fruit-Drink Brands
C-store sales, 52 weeks ending Dec. 27, 2015
The canned-juice and fruit-drink segment was led in c-store dollar sales by Mountain Dew Kickstart, and in unit sales by the AriZona brand.
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
|---|---|---|---|---|
| Mountain Dew Kickstart | $211.8 | 39.5% | 132.5 | 35.4% |
| AriZona | $142.5 | (2.9%) | 142.5 | (2.8%) |
| Jumex | $15.0 | 57.9% | 11.6 | 43.7% |
| Foco | $10.5 | 22.9% | 5.4 | 18.6% |
| Lipton Brisk | $7.9 | (30.3%) | 7.6 | (31.7%) |
| Total** | $443.9 | 14.1% | 342.7 | 7.0% |
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 $234 million, according to IRI.
| Brand | C-store sales ($ millions) | PCYA* | Unit sales (millions) | PCYA* |
|---|---|---|---|---|
| Tropicana Pure Premium | $108.7 | 3.8% | 52.5 | 2.4% |
| Simply Orange | $59.2 | 4.7% | 25.2 | 2.7% |
| Private label | $12.4 | 8.8% | 6.9 | 7.4% |
| Prairie Farms | $6.0 | 7.4% | 3.1 | 6.1% |
| Orchard Pure | $5.0 | N/A | 2.3 | N/A |
| Total** | $234.2 | 2.3% | 108.5 | 1.1% |
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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