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Spelling out the benefits: juices & smoothies category report 2021

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Juices and smoothies are cashing in on their health credentials. After years of stagnating sales amid concerns about their sugar content, the pandemic has pushed their functional benefits – crucially, their high vitamin content – into the spotlight.
Total category sales are up 9.5% to almost £1.4bn [Kantar 52 w/e 27 December 2020] thanks in part to the overall rise in grocery sales during multiple lockdowns.
But it’s telling that the particularly strong performers have been freshly squeezed juice, up 18.7%, and smoothies, up 13.3%. That’s because their growth has been propelled by some savvy health cues – a trend that could determine the future of the category. ....

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Soft drinks: juices & smoothies: Top Products 2020

By Alice Leader2020-12-18T00:01:00+00:00
Source: Unsplash
As Covid-19 took hold in the spring, shoppers frantically stocked up with products they believed would strengthen their immune systems. Yoghurt sales rose, interest grew in functional food, and sales of vitamin C supplements more than doubled in March.
Own-label fruit juice benefited too. After a rotten 2019, when The Grocer reported a slump of almost £28m, private label has added a refreshing £7.7m. Volumes are up by 3.6%.
And yet the category has suffered 2020’s fourth-biggest decline by absolute value: £50.2m. Own label’s gains have been consumed by the vast losses of brands. They’ve shed £57.9m and sold 23.4 million fewer litres. ....

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