‘Consumers today are looking for products that can offer natural health benefits as well as a great taste,” says Category Marketer Shirna Ferrers. “In recent years there has been an increasing interest in the content of our food and drink, and consumers rightly associate freshly squeezed juices with genuine goodness and minimal processing.”
Alongside this trend is an increasing demand for high quality, premium drinks, Shirna adds.
“While there has been a demand for lower priced drinks during the recession, consumers have continued to opt for quality drinks to provide excellent taste or as a weekend treat,” she explains. “Johnsons freshly squeezed orange juice fits into this category: it contains 100 percent fruit juice with no freezing or concentrates.”
The popularity of juices is reflected in the current growth of the category. The chilled juices market, valued at over £1 billion, is growing at 8.7%. Freshly squeezed juices such as Johnsons juices are also faring well, and are growing at 8.2%*.
Johnsons’ handy-sized, re-sealable bottle also makes it ideal for consumers looking for ‘on the move’ breakfast options.
“When consumers don’t have time to stop for breakfast, an orange juice quenches their thirst and, with all of that vitamin C, gives the feeling that they have been good to themselves,” explains Shirna. “Additionally, consumers are well aware that they should increase their fruit and vegetable intake – and a bottle of Johnsons juice delivers one of their 5-a-day.”
A loyal consumer base has helped the Johnsons range extend from its traditional foodservice heartland into the retail sector, where it has been successfully targeted at the breakfast market. The company recommends that retailers merchandise fixtures accordingly, encouraging shoppers to associate the product with their morning meal.
“Consumers often shop for drinks with occasions in mind,” Shirna says. “Highlighting that freshly squeezed orange juice is an excellent breakfast option can make the shop even easier for them and will generate incremental category growth.”
*(Source: Nielsen Scantrack MAT 16 April).
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