USA Juice market review reveals sales fell 5%:

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New report 'USA Soft Drinks Review 2012' added to

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According to the report 'USA Soft Drinks Review 2012' juice consumption in the USA fell by well over 5% as the industry implemented further price increases to try and offset fast-rising concentrate costs. Orange juice in particular has suffered from the consumer resistance to such high price points and the impact of rising commodities has been felt even more strongly in the apple and cranberry segments which have declined 8% and 6% respectively in their volumes. However in common with several other soft drink market categories sales of some super premium products (such as Odwalla, Naked Juice, Bolthouse Farms) grew by around 10% underlining the existence of a two speed economy with more affluent households still willing and able to buy higher priced brands.

Unsurprisingly the share held by frozen juice rose once again in as budget conscious households switched to lower cost alternatives (frozen juice) which are cheaper than ready to drink juice. However, frozen concentrates still only account for little more than 3% of category volume compared to almost 54% for chilled and 43% for ambient juice with ambient most impacted by the switch to lower cost alternatives to ready to drink juice.

View the Report: 'USA Soft Drinks Review 2012'

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Joe Walsh
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