“Fruit juice no longer occupies a prominent position on the morning breakfast table or in school lunch boxes.” “In addition to unpackaged alternatives, such as home preparation of fruit smoothies and fresh or cold-pressed formats, there are simply far more beverage options available to consumers for their morning occasion,” said Telford. A breakfast coupĪt the same time as the sugar wars waged on, juice lost its place at the breakfast table, said Howard Telford, head of soft drinks at Euromonitor International. The company leaned on healthy messaging about the natural and vitamin-filled quality of their juice products, but to what now seems with no avail. To combat this identity crisis, PepsiCo launched a 50% less sugar version of Tropicana, Trop50, in 2009 and a 40% less sugar version of Naked, Naked Lean, last year. “The juice, juice drink, and smoothie categories have suffered from an ongoing identity crisis as factors like sugar and artificial ingredient content came to overshadow the nutritional value of these products,” said Caleb Bryant, associate director of food and drink at market intelligence agency Mintel, over email.īryant added that 48% of consumers who reported drinking juice less often to Mintel said that they were doing so to reduce their sugar intake. All of which, has made some consumers more wary of the sugar content in juce. Over the past ten years, many major cities like Seattle or San Francisco enacted sugar taxes, raising taxes on drinks with sweetened with sugar. In 2014, the World Health Organization suggested that people reduce their intake of sugar to under 10% of their total calories. ![]() Over the last decade, scientists, governments and dietitians alike have tried to ween Americans off sugar. ![]() “We came to the conclusion that given our orientation towards higher growth and improving our margins, Tropicana was probably less of a fit with the portfolio it was before,” PepsiCo vice chairman and CFO Hugh Johnston told Yahoo Finance Live. Moreover, the brands’ operating profit margins under-paced the company as a whole, according to retailer’s announcement about the deal. From 2011 to 2020, PepsiCo’s fruit juice and beverage sales decreased 36%, according to the Wall Street Journal. The writing has long been on the wall for PepsiCo’s juice brands. While mass-market juice brands have attempted to adapt their offerings to speak to these changes, deals like PepsiCo’s may become more commonplace as consumers continue to gravitate towards other drinks. At the same time, juice is no longer a breakfast table staple: consumers instead prefer both super-premium smoothies and elaborate ready-to-drink coffee and tea mixes. ![]() Over the past ten years, juice has lost its healthy reputation as Americans move to low or zero sugar drinks.
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