Overview - Super Premium Juice Market in the US
Here, we provide you with an overview of the Super Premium Juice (SPJ) Market in the United States, as well as information on the brands Naked Juice, Odwalla, and Suja, as well as 7-Select Go!Smart, Evolution Fresh, and Purity Organic. You will find details on each SPJ, including brand and product information as well as consumer insights pertaining to health and wellness.
the SPJ market in the United States:
According to a report by Statista, United States sales of super premium juice amounted to approximately 130.37 million U.S. dollars during the 12-week period that ended on February 1, 2015.
In terms of market share for the leading juice and juice drink smoothie brands in the United States in 2017, Naked Juice was the leading brand with a market share of 63.2 percent. Because of the mature market in the United States, market growth is projected to be flat for the next 5 years.
SPJs have enjoyed strong performance since 2000, with growth of 11% since then, according to a 2016 Beverage Marketing Corporation report. In 2016, the wholesale dollar sales of SPJ was at $2.2 billion; the BMC predicts the SPJ segment to continue to grow to $3.2 billion in wholesale dollars by 2020.
Consumers are more often seeking out high-end juice products that have clean ingredients, have no additives and are organic, and those that offer health benefits, such as protein. Consumers are steering away from juice products with concentrates or added sugar.
Things like labels have also proven to be essential to this market; consumers are more likely to buy things that are branded well, have organic or "free-from" claims, are handcrafted or artisan, and if they can know where the ingredients came from. These factors lead to the perception of health, which consumers in the SPJ market are willing to pay more for.
SPJ Brands on the Market:
1. NAKED JUICE
Naked Juice has a variety of products, such as cold-pressed juice, fruit and veggie drinks, boosted smoothies, protein smoothies, almond milk, and coconut waters- all 100% juice. They are also vegan approved, save for a few select products. Their price point hits at a recommended $4.99 for a 12-ounce bottle of cold-pressed juice. Their estimated revenue is $57.4M.
Consumer reviews have criticized Naked for its high sugar content, despite the fact that it is natural sugars, as the body cannot process that level of sugar in the same way it would when eating a whole fruit.
Odwalla's product line includes Almond Milk, Smoothies, Proteins, 100% juices, Quenchers, and Seasonals, and they place emphasis on their quality and freshness. Their retail value is at $2.99 in stores. Their estimated revenue is $15M.
Odwalla also advocates being good stewards of the environment as going hand in hand with their healthy image; they use plant-based, 100% recyclable bottles, and have also been approved for the USDA Organic Seal.
Suja's products are three pressed juice lines – Classic, Elements & Suja, plus our functional beverages – Probiotic Waters, Probiotic Vinegar Juices & Kombuchas. Suja has earned the USDA Organic Seal, is completely GMO-free, and works to maintain a low carbon footprint. Their estimated revenue is $48.6M.
4. 7-SELECT GO!SMART:
7-Select is 7-Eleven's private cold press brand. Their line of juices are organic, cold-pressed, and have no additives. This line is also certified fair trade and Non-GMO Project verified.
5. EVOLUTION FRESH
Evolution Fresh's product line includes Greens and Veggies, Fruits and Fruit Blends, Protein, Probiotic, and Refreshment. They focus on local sourcing and cold-pressing with no processing. Their estimated revenue is $6.1M.
6. PURITY ORGANIC
Purity Organic is concerned with value, and they emphasize their relationship with the organic farmers that cuts out the middleman and allows quality control. They are USDA organic certified. Though PurityOrganic assures customers that most of the sugar in their products is natural, they do add evaporated cane juice. Their estimated revenue is $9.1M.
The success of the Super Premium Juice on the market in recent years has also made for a highly competitive market; the brands that are seeming to find high levels of success and revenue are ones which capitalize on branding and health-consciousness, as well as those that provide variety.