Juices & smoothies 2022: Impulse sales drive faster juice growth

The return of impulse occasions is still bearing fruit for juices & smoothies. In a second consecutive year of value growth, it’s up 6.2% – a considerably faster rise than the 3.8% reported last year.

“The return of on-the-go purchases has seen single-serve juice spend levels back to 95% of pre-Covid figures,” says Caroline Wilding, UK head of marketing for juices at Tropicana Brands Group.

This resurgence in pricier smaller packs has helped maintain category value amid a 4.2% loss in volumes. Average price per litre is up 10.9%.

That figure rises to 15.6% in the case of Oasis. It’s worth an extra £15.1m after shifting the equivalent of 2.7 million more single-serve bottles of juice drink.

That wasn’t all down to on-the-go, however. Growth was also the result of “impactful and appealing campaigns” over the past year, insists Martin Attock, VP of commercial development at brand owner CCEP GB.

Activity included a summer push targeting young adults during the lunchtime occasion, and a partnership with Love Island winner Ekin-Su Cülcüloglu in the autumn for ‘Be Your Own Oasis’.

The latter’s “bold and light-hearted take on the trend for continual self-betterment and the pressures that come with it has resonated well with our core audience” Attock says.

However, threats are on the horizon. The on-the-go revival could be short-lived as the cost of living crisis worsens, suggests Barr Soft Drinks marketing director Adrian Troy.

Larger packs for drinking at home may soon be de rigueur again. “Financial pressures will undoubtedly affect shopper behaviour and trends over the coming months, as people seek out value for money,” he says.

“For some, the out-of-home occasion is one of the first things to cut back on, but we still want a treat and our needs for flavour, choice and excitement won’t go away. Instead, we expect to see a shift into more at-home occasions, as we did during the pandemic.”

Alpesh Mistry, sales director at Suntory Beverage & Food GB&I, believes we could see an increase in the ‘big night in’ as consumers face inflationary pressures.

“As shoppers become more price-conscious and look to spend time with friends and family at home, retailers should ensure to stock up on larger soft drinks formats to meet these shoppers’ needs,” he says.

That goes some way to explaining the rise of posh NPD. Princes, for instance, unveiled the premium Botanicals lineup in a one-litre carton in October. That was preceded by the March launch of Innocent’s Twist range, designed to target evening occasions and pep up its 12.2% volume decline. Juice drinks, it seems, are getting posher.