Consumers justify the premiums for healthy and convenient options

29 July 2011
Consumers justify the premiums for healthy and convenient options

The total soft drinks market is up 6.3% year-on-year (Nielsen, Total Coverage, One Shot Soft Drinks, 52 weeks to 11 June 2011) with all sectors except cola in growth.

Current trends offer a huge opportunity to drive chilled juice, encouraging people to trade up and hence drive increased value into the soft drinks category.

Consumers remain focused on health with 35% making a conscious effort to eat more healthily. The range of not-from-concentrate juice we launched in January offers consumers an opportunity to get one of their five-a-day, while our smoothies continue to enjoy a unique position offering two fruit portions per serving. The success of our juice range shows that consumers continue to justify the premiums for "healthy", "wholesome" and "convenient" options. This is reflected in the performance of the chilled juice category, which is the fastest growing sector within the convenience soft drinks category (Nielsen, Convenience, Value Sales, 52 weeks to 11 June 2011).

With the strong performance of the category and the current macro trends it is important operators give sufficient space to chilled juice within their soft drinks fixture and ensure the top selling lines from both juice and smoothies are always available.

Chris Chandler, commercial manager, Innocent Drinks

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking