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Juice has been acknowledged as a rapidly declining soft drinks category, with volumes weakening by 3% in 2019, compared to the same period in 2018, according to leading data and analytics company GlobalData’s UK Quarterly Beverage Forecast in Q4 2019, which has been released today (23 March).

Holly Inglis, Beverages Analyst at GlobalData, commented, “Although the juice category is free from the sugar tax levy in the UK, consumption has still seen a downward turn in recent years, with consumers opting for other soft drinks categories such as iced/ready-to-drink (RTD) teas and enhanced waters, although none of these promote lean tags.

Another finding from GlobalData’s surveys include that a total 43% of UK consumers claim they pay a high to very high amount of attention to the ingredients used in the food and drinks they consume.

An attempted turnaround in 2020 is Tropicana Lean - a new juice variant that indicates a movement towards better-for-you beverages in line with current consumer beverage trends.

This poses the question whether Tropicana is taking a leap of faith with promoting a lean juice, or in fact we will welcome a new entry into the soft drinks market that combines hydration with health.

Inglis noted, “Tropicana’s innovation comes soon after the brand’s release of Tropicana Whole Fruit in May 2019, which attempted to impact the market with its high-fibre claims.”

(source: GlobalData, image: pixabay)