Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Scope of Report
- Report Methodology
- Fruit and the American Diet
- Fruit and Overweight/Obesity: A Healthy Correlation
- Recent Fruit Consumption Falls
- Hispanics as Prime Consumers
- Promoting the Power of Fruit
- Health Claims for Nutrients Can Boost Fruit Consumption
- The Market
- Retail Sales Just Under $23 Billion
- Fruit Juice Sales Decline in 2003, Fruit Confectionary Posts Healthy
Gain
- Mass-Market Retail Sales Snapshot
- Supermarkets Still on Top
- Figure 1-1: Share of U.S. Fruit Product Sales by Retail Channel
(percent)
- Pockets of Growth
- Factors to Market Growth
- The Competitive Situation
- Marketer Overview
- Licensing an Important Market Component
- The Big Get Bigger
- PepsiCo and Coca-Cola Top the List
- Figure 1-2: Top Marketers of Fruit Products by 2003 Share of IRI-Tracked
Sales (percent)
- The Big Get Bigger
- Competition from Private Label
- Marketing and New Product Trends
- Leaders in Advertising Spending
- Advertising Positioning
- Number of Fruit Juice Introductions Rises Significantly
- gNaturalh and Related Package Tags Rule Introductions
- Many Introductions Target Hispanics
- Juice-Based Smoothies Find Favor
- Boundary Blurs Between Fruit Juices and Functional Beverages
- Wooing the Weight-Conscious
- Organic Fruit Products Enter the Mainstream
- Licensed Fruit Products Appeal to Kids
- Convenience and Portability
- Consumer Trends
- 90% Penetration Rate for Jams, Jellies, and Preserves
- Patterns by Race/Ethnicity
- The Kid Factor
- Looking Ahead
Chapter 2: Fruit and the American Diet
- The Overweight American Costs and Causes
- Higher Fruit Consumption Linked with Lower Body Mass Index Healthy-Weight
People Eat Significantly More Fruit
- Yet, Fruit Consumption Falls
- Table 2-1: Fruit: Per Capita Consumption in Pounds, 1990-2001
- Hispanic Consumer an Exception
- More Exotic Fruits Gaining in Popularity
- Table 2-2: Fruits Ranked by Per Capita Consumption in Pounds, 2001 vs.
1990
- Produce for Better Health Foundationfs 5 A Day Program
- Consumer Health Information for Better Nutrition Initiative
- Rating System for Health Claims
- Promoting the Power of Fruit
- Strawberries: Heart Health and Lowered Cancer Risk
- Blueberries Number One In Antioxidants
- Grapefruit May Promote Weight Loss
- Tomatoes and Watermelon = Lycopene
- Cranberry May Be Added to Antibiotics
- Health Claims for Nutrients Can Boost Fruit Consumption
- Weight Issue Tipping Scales to Bottled Water?
- Low-Cal, Low-Carb, Low-Sugar Juices Answer Diet Challenge
- Protein-Fortified Juices Appeal to Dieters Soy Protein as Complement to
Fruit Juices
- Fast Food as Culprit in gEpidemich of Overweight
- Fast-Food Chains Enlist Fruit Products in Fight Against Fat
- USDA Program Counters Junk Food Sold in Schools
- Marketers Working to Improve School Fare
- Dole Sponsors 5 A Day Program in Schools
- High-Fructose Corn Syrup Sweetener Linked to Obesity
- Is HFCS to Blame for Increased Caloric Intake?
Chapter 3: The Market
- Market Size and Growth
- Market Definition: Fruit Juice, Packaged Fruit, and Fruit
Confectionary
- Figure 3-1: U.S. Retail Sales of Fruit Products, 1999-2003 (in
millions of dollars)
- Methodology for Sales Estimates
- Retail Sales Just Under $23 Billion
- Table 3-1: U.S. Retail Sales of Fruit Products, 1999-2003 (in millions
of dollars)
- Fruit Juice Sales Decline in 2003, Fruit Confectionary Posts Healthy
Gain
- Table 3-2: U.S. Retail Sales of Fruit Juice Products, 1999-2003 (in
millions of dollars)
- Table 3-3: U.S. Retail Sales of Packaged Fruit, 1999-2003 (in millions
of dollars)
- Table 3-4: U.S. Retail Sales of Fruit Confectionary, 1999-2003 (in
millions of dollars)
- Figure 3-2: Share of U.S. Retail Sales of Fruit Products by Category,
1999 vs. 2003 (percent)
- Supermarkets Still Account for Almost Two-Thirds of Sales
- Figure 3-3: Share of U.S. Fruit Product Sales by Retail Channel
(percent)
- Mass-Market Sales Slip Below $15 Billion; Fruit Confectionary Again
Outperforms Market
- Table 3-5: U.S. Mass-Market Sales of Fruit Products, 1999-2003 (in
millions of dollars)
- Table 3-6: U.S. Mass-Market Sales of Fruit Juices, 1999-2003 (in
millions of dollars)
- Table 3-7: U.S. Mass-Market Sales of Packaged Fruit, 1999-2003 (in
millions of dollars)
- Table 3-8: U.S. Mass-Market Sales of Fruit Confectionary, 1999-2003
(in millions of dollars)
- Table 3-9: Share of U.S. Mass-Market Sales of Fruit Products by
Category, 1999 vs. 2003 (percent)
- Refrigerated Juices at 30% of Mass-Market Sales
- Pockets of Growth
- Table 3-10: Share of U.S. Mass-Market Sales of Fruit Products by
Leading Subcategories, 1999 vs. 2003 (percent)
- Table 3-11: Mass-Market Sales of Fruit Products by
- Subcategory, 1999 vs. 2003 (in millions of dollars)
- Smoothies Flourish Amid Declining Mass-Market Juice Sales
- Grape Juice and Lemonade Make Juicy Gains
- Fruit Juice Blend, Juice Drinks Post Strong Numbers
- Aseptic Juice Drink Sales Taper Off After Rapid Climb
- Table 3-12: U.S. Fruit Products Market: Fastest-Growing Mass-
- Market Subcategories and Segments, 1999 vs. 2003 (in million of
dollars)
- Canned/Bottled Citrus Fruit, Frozen Fruit Stand Out in Flat Category
- Fruit Snacks Drive Fruit Confectionary Category
- Factors to Market Growth
- Built-In Health Appeal
- The Convenience Factor
- Blurring the Boundaries Between Juice Drinks and More Dynamic Beverage
Niches
- Kids as Growth Drivers
- Hispanics as Growth Drivers
- Healthy Competition: Beverages
- Healthy Competition: Foods
- Projected Market Growth
- Market to Approach $26 Billion in 2008
- Table 3-13: Projected U.S. Retail Sales of Fruit Products, 2003-2008
(in millions of dollars)
- Table 3-14: Projected U.S. Retail Sales of Fruit Juices, 2003-2008 (in
millions of dollars)
- Table 3-15: Projected U.S. Retail Sales of Packaged Fruit, 2003-2008
(in millions of dollars)
- Table 3-16: Projected U.S. Retail Sales of Fruit Confectionary,
2003-2008 (in millions of dollars)
- Fruit Rolls to Exceed $725 Million at Mass
- Table 3-17: Projected Mass-Market Sales of Fruit Rolls, Bars, and
Snacks, 2003-2008 (in millions of dollars)
- Table 3-18: Projected Mass-Market Sales of Frozen Fruit, 2003-2008 (in
millions of dollars)
- Table 3-19: Projected Mass-Market Sales of Canned/Bottled Citrus
Fruit, 2003-2008 (in millions of dollars)
- Table 3-20: Projected Mass-Market Sales of Shelf-Stable Bottled
Smoothies, 2003-2008 (in millions of dollars)
- Table 3-21: Projected Mass-Market Sales of Refrigerated Smoothies,
2003-2008 (in millions of dollars)
Chapter 4: The Competitive Situation
- Marketers and Brands
- Marketer Overview
- Licensing an Important Market Component
- The Big Get Bigger
- Strong Competition from Private Label
- Table 4-1: Selected U.S. Marketers of Fruit Products
- Marketer and Brand Shares
- Methodology
- PepsiCo and Coca-Cola Top the List
- No. 3 Altria/Kraft Outpaces Leaders
- Figure 4-1: Top Marketers of Fruit Products by 2003 Share of IRI-Tracked
Sales (percent)
- Double Threats: Ocean Spray, Cadbury Schweppes, Welch Foods, Nestle
- Campbell Outperforming Other Marketers
- Non-Juice Marketers Round Out Rankings
- Top Marketers and Brands by Sales Gains
- Campbell Soup Posts 13.6% Gain
- Figure 4-2: Top Marketers of Fruit Products by Two-Year Gains in IRI-Tracked
Sales (percent)
- Fruit Confectionary Leaders General Mills, J.M. Smucker Post Gains
- Altria/Kraft Has Greatest Dollar Increase
- Newer Brands Make Best Showings
- Fruit Confectionary, gAlternative Beverageh Brands Do Well
- Kidsf Juice Brands Post Double-Digit Increases
- The Wonderful Pomegranate
- Marketer/Brand Sales and Shares by Selected Subcategories
- Tropicana OJ Powers PepsiCo Gain in Refrigerated Juices
- Four Marketers Post Double-Digit Gains in Bottled Juices
- Altria/Kraft Share of Aseptic Juices Tops 50%
- Coca-Cola Advances to Third in Canned Juices
- Private Label Gains in Fruit Drink Mixes
- Have Juice Concentrates Bottomed Out?
- No. 2 Dole Outperforms All Competitors in Canned/Bottled Fruit
- Ocean Spray, Mariani Improve Positions in Dried Fruit
- Private Label Controls Over 70% of Frozen Fruit, Maraschino Cherries
- Smucker Co. Widens Lead in Jams, Jellies, and Preserves
- General Mills Rules Fruit Snacks, But Brachfs Confections, Private
Label Advance
- Pie Filling: Nestle, Private Label Gain on No. 1 Agrilink
- Table 4-2: U.S. Fruit Products Market: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-3: Fruit Juice Category: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-4: Packaged Fruit Category: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-5: Fruit Confectionary Category: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-6: Top Marketers of Fruit Products by Two-Year Gains in IRI-Tracked
Sales, 2001 vs. 2003 (in millions of dollars)
- Table 4-7: Top Brands of Fruit Products by Two-Year Gains in IRI-Tracked
Sales, 2001 vs. 2003 (in millions of dollars)
- Table 4-8: Refrigerated Juices/Drinks: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-9: Shelf-Stable Bottled Juices: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-10: Aseptic Juices: Top Marketers/Brands by IRI-Tracked Sales
and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-11: Shelf-Stable Canned Juices: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-12: Fruit Drink Mixes: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-13: Canned/Bottled Fruit: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-14: Dried Fruit/Glazed Fruit: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-15: Jams, Jellies, and Preserves: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-16: Fruit Rolls, Bars, and Snacks: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
- Table 4-17: Pie/Pastry Filling: Top Marketers/Brands by IRI-Tracked
Sales and Shares, 2001 vs. 2003 (in millions of dollars)
Chapter 5: Competitor Profiles
- Competitor Profile: PepsiCo, Inc.
- Overview
- Branching Out from Carbonated Soft Drinks
- Tropicana Reigns in Refrigerated Orange Juice
- Taking Aim at C-Stores
- Focus on Smoothies
- Competitor Profile: Coca-Cola Co
- Overview
- Forms Beverage Institute for Health & Wellness
- Phasing Out Fruitopia
- Competitor Profile: Altria Group/Kraft Foods, Inc.
- Overview
- Developing Healthier Products
- New Alliance with South Beach Diet
- After-School Health and Wellness
- Competitor Profile: Ocean Spray Cranberries, Inc.
- Overview
- Ocean Spray Rejects PepsiCo Offer
- Craisins Brand Gets First Ad Campaign
- New Line Combines Fruit Juice and Tea
- Competitor Profile: Cadbury Schweppes Plc
- Overview
- Growing Non-Carbonated Business Through Acquisitions
- Snapple Wins Contract for New York City Schools
- Competitor Profile: Welch Foods, Inc.
- Overview
- Addressing Health and Convenience Issues
- Boosts Advertising Outlay
- Competitor Profile: Nestle USA, Inc.
- Overview
- Targets Hispanics with Kerns Aguas Frescas
- Competitor Profile: Campbell Soup Co.
- Overview
- Enter Invigor8 Juice/Energy Drinks
- Pumping Up V8: Targeting Hispanics and Adding a Twist
- Going Organic
- Competitor Profile: Del Monte Foods Co.
- Overview
- Several Major Non-Fruit Lines Acquired
- Expanding into Pre-Cut Fruit for Produce and Single-Serve Sizes
- Competitor Profile: General Mills, Inc.
- Overview
- Growth Coming from Sunkist, Cascadian Farm Brands
Chapter 6: Marketing and New Product Trends
- Advertising Trends
- Leaders in Advertising Spending
- Ad Outlays Can Be Large Relative to Retail Sales
- Altria/Kraft Backs All Four Top Brands
- PepsiCofs Tropicana Garners Largest Outlay by Far
- Coca-Cola Channels Support to Orange Juice
- Floridafs Natural Ups Spending by Half
- Ocean Spray Emphasizes White Cranberry Juice, Lemonade
- Cadbury Schweppes Continues to Focus on Snapple
- J.M. Smucker Backs Sugar-Free Preserves
- Advertising Positioning
- Getting Juiced
- Courting Carb and Calorie Counters
- Accentuating the Positive
- New Product Trends
- Number of Fruit Juice Introductions Rises Significantly
- Table 6-1a: Number of New Fruit Product Introductions, 1999-2004
- Table 6-1b: Number of New Fruit Product Introductions, 1999-2004
- gNaturalh and Related Package Tags Rule Introductions
- Table 6-2: Fruit Product Selling Points by Package Tags, 2004
- Many Introductions Target Hispanics
- Juice-Based Smoothies Find Favor
- A Taste for the Exotic I: Fruit Juices
- Pomegranate Juices Continue to Flow
- A Taste for the Exotic II: Packaged Fruit and Fruit Confectionary
- The Antioxidant Sweepstakes
- Turning the Tables on Competitors
- Old Standbys Lemonade and Grape Juice Retain Appeal
- More Juice/Fruit Content Is Healthier
- Fortification Trend Continues
- Boundary Blurs Between Fruit Juices and Functional Beverages
- Massive Effort to Woo the Weight-Conscious
- gLighth Introductions Abound
- Organic Fruit Products Enter the Mainstream Oodles of Organics
- Licensed Fruit Products Appeal to Kids
- Packaging: gAll About Convenience and Portabilityh
- Serving Grab-and-Go Customer Blurs Boundary Between Packaged Fruit and
Fresh
- Retail Trends
- Internet Trends
- Table 6-3: U.S. Fruit Products Market: Selected New Product
Introductions from Leading Marketers, January 2003-June 2004
Chapter 7: Consumer Trends
- Consumer Overview
- The Simmons Survey System
- 90% Penetration Rate for Jams, Jellies, and Preserves
- Patterns by Age Bracket
- The Gender Skew
- West Is Top Region
- Patterns by Race/Ethnicity
- Patterns by Household Size: The Tomato Juice Exception
- Patterns by Household Income
- Consumer Focus: Minority Preferences
- Consumer Focus: The Kid Factor
- Table 7-1: Overall Usage Rates for Selected Fruit Product
Classifications, 2003 (U.S. households)
- Table 7-2a: Usage Rates for Selected Fruit Product Classifications: By
Adult Age Bracket, 2003 (U.S. households)
- Table 7-2b: Usage Rates for Selected Fruit Product Classifications: By
Adult Age Bracket, 2003 (U.S. households)
- Table 7-3: Usage Rates for Selected Fruit Product Classifications: By
Gender, 2003 (U.S. households)
- Table 7-4: Usage Rates for Selected Fruit Product Classifications: By
Region, 2003 (U.S. households)
- Table 7-5: Usage Rates for Selected Fruit Product Classifications: By
Race/Ethnicity, 2003 (U.S. households)
- Table 7-6: Usage Rates for Selected Fruit Product Classifications: By
Household Size, 2003 (U.S. households)
- Table 7-7a: Usage Rates for Selected Fruit Product Classifications: By
Household Income Bracket, 2003 (U.S. households)
- Table 7-7b: Usage Rates for Selected Fruit Product Classifications: By
Household Income Bracket, 2003 (U.S. households)
- Table 7-8: Usage Rates for Jams, Jellies, and Preserves: U.S.
Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-9: Usage Rates for Canned/Jarred Fruit: U.S. Households
Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-10: Usage Rates for Orange Juice in Bottles/Cans/Cartons: U.S.
Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-11: Usage Rates for Fruit Juices/Drinks Other Than Orange:
U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-12: Usage Rates for Tomato and Vegetable Juice: U.S.
Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-13: Usage Rates for Frozen Orange Juice: U.S. Households
Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-14: Usage Rates for Fruit Snacks: U.S. Households Overall vs.
Households by Race/Ethnicity, 2003 (percent)
- Table 7-15: Usage Rates for Fruit Juice Frozen Novelty Treats: U.S.
Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
- Table 7-16: Usage Rates for Jams, Jellies, and Preserves: U.S.
Households Overall vs. Households With Children by Age Bracket, 2003
(percent)
- Table 7-17: Usage Rates for Canned/Jarred Fruit: U.S. Households
Overall vs. Households With Children by Age Bracket, 2003 (percent)
- Table 7-18: Usage Rates for Orange Juice in Bottles/Cans/Cartons: U.S.
Households Overall vs. Households With Children by Age Bracket, 2003
(percent)
- Table 7-19: Usage Rates for Fruit Juices/Drinks Other Than Orange:
U.S. Households Overall vs. Households With Children by Age Bracket,
2003 (percent)
- Table 7-20: Usage Rates for Tomato and Vegetable Juice: U.S.
Households Overall vs. Households With Children by Age Bracket, 2003
(percent)
- Table 7-21: Usage Rates for Frozen Orange Juice: U.S. Households
Overall vs. Households With Children by Age Bracket, 2003 (percent)
- Table 7-22: Usage Rates for Fruit Snacks: U.S. Households Overall vs.
Households With Children by Age Bracket, 2003 (percent)
- Table 7-23: Usage Rates for Fruit Juice Frozen Novelty Treats: U.S.
Households Overall vs. Households With Children by Age Bracket, 2003
(percent)
Chapter 8: Looking Ahead
The Opportunity
Health Claims as Potent Selling Point
Product Innovation Is Key
Facing the Low-Carb Demon
Harvesting the Snack Potential of Fruit Products Improving on Convenience
Tapping into the Asian- and African-American Markets
On the Market?
Appendix: Addresses of Selected Marketers |
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