NEW YORK, NY, August 2008: Superpremium juice has emerged as a small but dynamic part of the U.S. beverage marketplace, according to Superpremium Juice in the U.S.: The Impact of Superfruits and Antioxidants, a new study from Beverage Marketing Corporation. The sub–segment registered phenomenal growth during the period from 2002 to 2007, as volume jumped from 37.7 million gallons to 77.5 million gallons. Sales as measured in wholesale dollars increased at a stronger rate than volume, reflecting the impact of the premium pricing characteristic of the beverage type. Superpremium juice sales first approached half a billion dollars in 2005 and then climbed to $587 million the following year. Superpremium juice garnered $75.2 million, or 12.8%, more in 2007 than it had the year before.
The superpremium sub–segment includes fresh packaged juice, which is 100% (or very close to 100%) fruit juice that is bottled in single–serve containers and shipped fresh (or lightly pasteurized) rather than reconstituted from concentrate or chemically preserved. These juices are generally more perishable than "regular" juices, although marketers have worked to improve their shelf life. The superpremium group also includes juices that are not fresh packaged but are similarly positioned, carry high prices and are shelved in stores' produce sections. POM Wonderful pomegranate juice, with its distinctive proprietary packaging, retail channel placement, high–end positioning and price, essentially exemplifies the superpremium juice market.
Superpremium juice marketers highlight the purportedly beneficial properties of their brands' ingredients. Terms like "antioxidants" and "omega fatty acids" recur frequently in talk of superpremium juice. For instance, one currently hot fruit – açaí – is touted as possessing greater quantities of those sought after substances than another – pomegranate. Both have been dubbed "superfruits," as have black currants, blueberries, cranberries, goji berries, lingonberries and mangosteen, among others. The small, purple açaí berry from the Amazonian rainforest not only packs antioxidants and omega fatty acids; it also boasts high fiber and vitamin content. Virtually unheard of in the United States prior to the 21st century, açaí quickly attracted several eager competitors. Brands like Bossa Nova, Odwalla, Naked Juice and Sambazon now market superpremium juices using the new superfruit.
Developments in the superpremium niche can enter the fruit beverage mainstream and even affect other beverage categories. PepsiCo and Coca–Cola both added pomegranate flavors to their respective mainstream fruit beverage lines, Tropicana and Minute Maid. Major players in beverage alcohol, such as Bacardi and Anheuser-Busch, introduced superfruit–fortified offerings as well.
New York City-based Beverage Marketing Corporation is the leading research, consulting and financial services firm dedicated to the global beverage industry. Each year, the company publishes numerous authoritative market reports on New Age beverages, fruit beverages, energy drinks, soymilk and other categories. For more information about Superpremium Juice in the U.S.: The Impact of Superfruits and Antioxidants or other reports, visit www.bmcreports.com or contact Charlene Salito at 212-688-7640 ext. 1962.
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