Fruit Juice- New Products

Fruit juice (100%) and drinks—new product claims

As U.S. consumers continue to show concern for the environment, both fruit juice and fruit drink manufacturers have included environmentally friendly packaging claims in their product development in 2010 and 2011.

In 2011, eight out of 10 claims in new fruit juice products were related to health and wellness. It is notable that antioxidant claims in fruit juice product development have consistently declined since 2008, suggesting that this pro-health positioning may not bring in the same consumer interest as it did in the early 2000s.

Organic products also do not appear to be very successful in the fruit juice segment, since this claim was completely absent from launches of fruit and fruit juice drinks in 2010 and 2011. It is likely that people who value organic attributes in food and beverages prefer to eat organic fruits rather than drink organic juice. Nevertheless, 33% of all adults aged 18+ whose household uses organic produce and natural/organic beverages report that either they or someone in their household drinks organic refrigerated juice, and 22% say the same for shelf-stable (SS) bottled juices. Thus, despite the industry’s instinct to shy away from this claim in 2010 and 2011, data suggest that there is still a demand for organic juices.

Unlike fruit juice, there was an increase in the number of new juice drinks products launched between 2010 and 2011 with pro-health claims. Clearly, juice drinks makers have been trying to attract consumers who are looking for value-priced healthier juice options. It is important to note that while the organic claim has been absent in new fruit juice products, it has remained strong in new juice drinks products. Similarly, juice drinks continue to use antioxidant claims to attract health-conscious consumers.

Source: Mintel

Flavor Innovation

Reinvent traditional flavors with fruit varietals, herbs, and flowers

There is no denying that fruit juice/drinks is a mature segment where consumers are likely to be experiencing “flavor fatigue” from traditional flavors. Therefore, manufacturers can offer a flavor twist in fruit juice/drinks to infuse novelty in flavors. The following list includes some ideas on averting flavor fatigue:

• Instead of plain fruit flavors such as apple, orange, cherry, and grape, fruit juice/drinks makers can offer flavors for popular varieties such as Gala apple, Valencia orange, or Concord grape. 
• A hint of popular herbs such as lemongrass, rosemary, basil, and sage can be added to fruit juices/drinks to freshen up the flavor profile. Similarly, flowers can be used for adding aroma and taste to traditional flavors. The use of orange blossom, rose water, hibiscus, and fruit/chamomile blends have been seen in different types of nonalcoholic beverages.
  What herbs or flavors would you like to see offered in juice market?  Please share your thoughts in the comments below.
  
  
  
  
  Source: Mintel GNPD

Juicing Trend

The concept of juicing fruits and vegetables has been around for a long time.  Recently though, it has taken a firm grip on the marketplace and is a solid beverage and health trend.  Fresh juice is even becoming a large focus for coffee giant Starbucks.   

Click here to read a recent Barron's article on the juicing trend.