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By Rob Brown (rob_j_a_brown@hotmail.com)

Publishing: 1 March 2025

Advertising deadline: 14 February 2025

Submissions deadline: 12 February 2025

Juice and smoothies brands are bouncing back. In a category that’s grown by 4.7% on volumes down 4.4%, brands are winning share with six of the top 10 trademarks in value and volume growth [NIQ]. But it’s not just big brands driving growth. Analysis reveals that challengers ranked from 11 to 30 in terms of retail value have delivered more growth than those in the top 10. This suggests that the juices and smoothies category – long been dominated by a handful of multinational-owned soft brands – is at a turning point. So, who are these challengers? How are they different? And how are the market-leaders responding?

The functional health revolution: From ginger shots  to raw fruit and veg drinks with chicory root, juices and smoothies have been the scene of significant innovation in recent years. This feature will explore how brands, new and old, are attracting shoppers with products marketed on health and functionality.

Price: The juice and smoothies market has been the scene of increasing prices as producers have passed on higher costs to shoppers. What impact has this had on the performance of specific brands and own label? And how are brands and retailers trying to mitigate the impact of higher prices by pushing more affordable lines?

Marketing: We will also be looking at how the big brands are using their marketing budgets to convince shoppers to continue putting juices and smoothies in their baskets. How reliant are they on celebrity endorsements, primetime TV ads and digital? And how can challengers with shallower pockets cut through the noise?

Retail share: This feature will explore how different retailers are managing the category in terms of ranging, promotions and balancing brands and own label product assortments. How are brands working with retailers to create excitement in the juices and smoothies fixture? Which retailers are in strongest growth and why?

Innovation: This feature will pay close attention to the latest trends in juices, smoothies and juice shots and how this is playing out in terms of product innovation. We will profile four new products or ranges, ideally ones that have not appeared in The Grocer before. We need launch date, rsp, and a hi-res picture of each.