Emerging Trends in Juice & Iced Tea Drinks Flalvours29 Oct 2010 • by Natalie Aster
London - Detailed market research report on flavour trends in juice drinks and iced tea drinks has been recently published by Canadean.
Using a combination of textual commentary, analysis, data tables and Marimekko charts, the report “Flavour Trends in Juice and Iced Tea Drinks” provides an overview of flavour trends for the four key juice categories: 100% juice, nectars (25-99% juice) juice drinks (up to 25% juice) and iced/ready-to-drink tea drinks.
Flavour Trends in Juice Drinks and Iced Tea Drinks
Published: August 2010
Price: USD 3,218
- Orange is still at the number one spot with a share fluctuating at around 20% ;
- The fastest growing flavours in 2009 were mixed combinations featuring 2, 3 or more fruits;
- Superfruits like pomegranate and acai are being added to flavour mixes, driven by the continuing health trend;
- Lemon is forecasted to take share from orange, driven especially by market trends in China and Turkey;
- Lemon accounts for over half the Indian market but does not even appear in the top 10 of several European markets.
Report Sample Abstract:
Orange remains by far the leading flavour and is the focus of increasing segmentation - with/without pulp, freshly squeezed, no added sugar - all aimed at building value. The with/without pulp or with/without added sugar orange segments continued to be very active with new entrants and packs such as in 75cl PET.
Flavours such as peach, tropical and mixed fruit are becoming more popular. Juice, particularly premium chilled NFC orange, is primarily consumed at home at breakfast time. Increasingly juice, mainly FC mixed fruit, is becoming popular as an after school drink for children.
MOS (made on the spot) freshly squeezed orange juice has been steadily gaining presence in Horeca channels; some companies such as Zumex have furnished bar owners with juice squeezing machines.
PepsiCo extended the Tropicana Premium range with the addition of melon/jasmine/pineapple, mixed fruit, orange/grape/mandarin, apple, peach and antioxidant flavours.
El Corte Inglés introduced an antioxidant juice range under its PL of the same name. Juver launched Juver Squeezed Orange and Grupo Leche Pascual extended the Pascual range with a chilled, slightly sweetened orange juice.
Peach is the most popular single flavour, with some 21% share, followed by pineapple. Third placed orange lost volume despite the ‘no added sugar’ activities of Mercadona and Eroski.
Mixed flavours were popular among new product launches, although there were some single flavours such as orange.
Orange flavour increased its share of the chilled segment, thanks to the performance of Simon Life, and a decline in Sunny Delight lemon and strawberry flavours.
In the ambient segment, lemon gained share thanks to the performance of Don Simon Limonada (Garcia Carrion) and Minute Maid Limón & Nada (Coca-Cola) and PL contribution.
Lemon and orange were both popular producer choices for new product launches (particularly lemon). PepsiCo revamped the Radical range with new flavours: lemon, orange, wild fruit seduction, kiwi fascination and red fruit.
Dairy-based still drinks suffered due to their high price positioning, while flavoured sweetened water share fell below 10%. PL share increased in 2009 as some PL brands capitalised on the success of Minute Maid Limon & Nada with the rapid launch of similar cloudy lemon products. PL is expected to continue to advance in 2010 in the poor economic climate.
Iced/Rtd Tea Drinks
Original segmentation by flavour (lemon, peach, orange, mango) based on black tea was followed by segmentation by tea variety (green, red, white, rooibos) mainly featuring lemon flavour and, more recently, by a wider range of flavour/tea combinations such as white tea with melon.
Green tea variants have been adopted by major Private Label brands, joining the niche carved by Lipton (Unilever) and Fontvella Sensacion (Danone).
Segmentation is welcomed by retail chains as it maintains consumer interest. Traditional on-premise channels generally stick to regular lemon or peach black tea, while QSR and Horeca chains extend this basic range with low calorie variants; other tea varieties are rarely available in on-premise channels.
More information can be found in the report “Flavour Trends in Juice Drinks and Iced Tea Drinks” by Canadean.
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