Pandemic fuels "health" juice trend in UK  

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 08, 2021, 8:03 AM GMT+0

Tropicana capitalised on health trends by renaming its Essentials range with names like Vitamin Victory, Berry Boost and Power Punch.

Despite concerns over sugar content, freshly squeezed juice and smoothies grew by 18.7% and 13.3% during the pandemic. Kantar's figures said that total sales for juices and smoothies grew 9.5% to nearly £1.4 billion in 2020, driven by an uptick in grocery sales during the pandemic. 

According to Streetbees, consumers (66%) were attracted to juices with immunity-boosting claims, while claims of a healthier gut appealed to 46%. UK juice drinkers (36%) are more concerned about immunity than pre-pandemic.

Supermarket own juice labels took a majority (55.3%) of juice sales. Tropicana was the only branded label in the top five, with a growth of 2.4% to £214.2 million. Josh Owen, a Kantar analyst, expects the same health trends to grow in 2021.

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