This category is winning by using a health and sugar-conscious messaging

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 07, 2022, 4:30 AM GMT+0

Last year, the juices and smoothies category grew sales by 7.6% to touch £1.77 billion.

Despite its flak over sugar content, the juice category has managed to sustain consumer enthusiasm. Health has proven to be a driving force behind the encouraging performance of juices and smoothies, with consumers prioritising vitamin C, gut health and immunity.

Customers are also responding well to the sugar-conscious messaging adopted by soda companies. The juices and smoothies category has grown by 4.3% to touch £1.45 billion. The chilled segment in this category accounts for 61% of the market.

Apart from focusing on the health factor, brands are also positioning juices on new occasions, such as being suitable for evening occasions. Similarly, brands are not only adding new flavours to their offerings but also increasing their standard prices to introduce premium options. For instance, average prices have increased by 5.1% YoY per litre.

Find out what YouGov data says are the Most Popular Beverages

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