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UK Fruit Juice, Juice Drinks and Health drinks Marketing Audit 2002
Market definition
Fruit Juices – Uncarbonated, 100% fruit juice content. The predominant product in this market being ultra-heat treated long life juice.
Fruit Drinks – Uncarbonated, with less than 100% fruit juice content. ...
THE MARKET
In 2001, every person consumed 205 litres of soft drinks. ... 2 billion in 2001 within the British grocery market, which is a percentage increase of 5% from the previous year. ... The market was driven by demand for squash, fruit drinks and energy products (Safeway plc, commercial manager). The total soft drinks market, taking into account all the distribution channels was worth over £14 billion in value, which was a 4% increase from the previous year. This was the ninth year of continuous market growth. The sales of fruit juice grew by 3% by value in 2001, estimated at £1,190. ... In 2001 the entire fruit juice, fruit drink and health drinks market was worth an estimated £1880 million, in comparison to £1805 million the previous year.
Globally, the UK soft drinks market is 9th, preceding it are countries like U. ... However, UK has the 3rd largest dilutables market in the world.
Factors influencing the market
There are many factors, particularly socio-cultural affecting buyer behaviour and consumer penetration that will be discussed throughout the report. However, these are some relevant points :
POLITICAL :
The department of healths recommendation that every person should consume at least 5 portions of fruit and vegetables a day, is encouraging people to take a fruit drink or fruit juice as one of these portions. ... As bad publicity of fruit drinks, that were high in sugar and low in fruit content, and were shown to cause tooth decay like Sunny Delight and Ribena, caused sales of these products to plummet in 2000.
ECONOMICAL :
UK GDP has been increasing year on year since 1997. ... The whole industry in the UK has approximately 20000 employees. ...
SOCIO-CULTURAL :
People are becoming more health conscious, therefore drinks that provide health benefits and pure fruit juices are gaining demand. ...
The fact that Britian now has more older people than youngters, means that the soft drinks market must cater for their needs. ...
LEGISLATION :
In December 2000 a new fruit juice directive was set up by all EU states except Belgium and Netherlands. ... g robinsons fruit shoots)
3) Foil containers are being used over plastic ones as they are more portable and produce less waste. ...
5) Fruit drink manufacturers are now using spring water to increase the natural/health appeal of fruit drinks after much negative publicity. ... Oasis are being targeted at the adult market. ...
Take Home Channel
Multiple grocers have the largest share of all the distibution channels, gaining an 83% share of the entire Uk fruit juice market in 2001 by volume. ... However fruit drink sales were up 15% in value from the previous year, predominantly because of cranbery juice, which is becoming a favourite mixer among adults with alcohol. ...
The Leisure and Catering channel :
There was an increased demand in this category for still, healthier products and fruit juice drinks saw a rise in 10% in value and 7% in volume. ... 3% penetration of all households in the UK. ...
Penetration trends
Heavy users are classified as those that drink fruit juice more than once a day. A survey by the drink pocket book found that in general more women drink fruit juice heavily, than men. ... However, the most significant trend that came across regarding the consumption of fruit juice, was the difference of intake between socio-economic groups. ... 9% of AB group drink fruit juice once a day, compared to 8. ... This is due to the ‘on the go’ lifestyle which doesn’t permit fresh fruit and nutrents to be taken in other forms.
Approximate Word count = 3072
Approximate Pages = 12.3
(250 words per page double spaced)
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