The company’s 2014 Market Update, Fruit Juices, Energy & Juice Drinks analyses the UK market for juice drinks, energy drinks and fruit juices. All three sub-sectors are regarded as ‘extremely popular’, with vast product ranges catering to almost every taste and budget.
Energy drinks are shown as being particularly resilient despite a challenging economic context and ‘mounting concerns regarding the health implications of regular consumption’, edging market share from its rivals in the juices and juice drinks categories. (It finished 2013 with command of over 30% of the market.)
The report also states that health is probably the most significant driver of new product development, with a focus on low-sugar, organic ingredients, removal of additives and the use of natural products and production methods becoming more important to many shoppers.
Juice drinks and smoothies have long been hailed as a healthier choice, but as awareness grows about their high sugar content, these categories may find themselves struggling to appeal to the health conscious. Market saturation is also becoming a problem, and the rise of lower cost own-brand products is undermining sector value by restricting sales of branded options.
Despite this, Key Note forecasts growth for all three sectors between 2014 and 2018, with energy drinks continuing to defy health scares to edge yet more market share from its competitors.
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