Packaged fruit juice brands downward shift in mature market

Posted by AFN Staff Writers on 2nd November 2016
Apple Juice Tap

Consumption of packaged fruit juice in Australian has been in freefall since 2012 according to the latest data from Roy Morgan Research.

Roy Morgan’s data shows that in June 2012, 6.6 million Australians aged 14 and older were drinking at least some small amount of packaged fruit juice once a week, with the average person drinking 4.6 glasses each.

By June 2016, only 5.3 million Australians were drinking juice weekly, with an average intake of 4.3 glasses per week.

From the table below it can be seen that only one brand, Nudie, has managed to increase its sales while Bickford’s has maintained its volume.

Australia’s 10 most widely consumed fruit juices/drinks in average week

Juice Table

 

Source: Roy Morgan Single Source (Australia), July 2015-June 2016, n=14,956. *NB: Bickford’s from January 2016

Men more likely than women to drink juice

Australian men are slightly more likely than women to drink packaged juice, with 27.6 per cent of males saying they are juice drinkers compared to 26.3 per cent of women.

Supermarkets are the most common place for Australians to purchase packaged fruit juices.

Fresh juice bars still growing in numbers 

Whilst consumption of packaged juice is down, more Australians are drinking unpackaged fresh juice from juice bars.

According to market surveys, more than 1.8 million Australians agreed in 2016 that they often buy drinks from juice bars. This is a significant growth since 2012 when fewer than 1.6 million agreed.

Compared with the population average, juice-bar customers are:

  • 119 per cent more likely to ‘look for drinks with added ingredients that are good for my body’
  • 104 per cent more likely to agree that ‘the food I eat is all, or almost all, vegetarian
  • 96 per cent more likely to ‘buy drinks that boost my energy’
  • 91 per cent more likely to ‘avoid dairy foods whenever possible’
  • 54 per cent more likely to ‘try to avoid drinks that contain caffeine’
  • 33 per cent more likely to ‘favour natural medicines and health products’
  • 21 per cent more likely to agree ‘I’m constantly watching my weight’
  • 20 per cent more likely to ‘always think of the number of calories in the food I’m eating’