ジュース市場の2008年までの展望：新製品開発戦略と健康志向による新たな成長機会

Abstract

Health and wellbeing continue to shape consumer choice in the soft drinks market, juice in particular is benefiting from consumer interest in the more natural options available. This trend is particularly evident in developed markets where consumers are increasingly demanding multi-functional beverages. Fortified juices are being developed in response to an interest in optimum nutrition combined with convenience. A carton of juice packed with the essential vitamins and minerals required for the day is regarded as a quick fix for many consumers. The soft drinks market overall is fairly stagnant due to its maturity, growing by an average 0-4% annually, however, interest in health has fuelled global growth in recent years (combined with the hot summer in 2003) and reinvigorated many categories within the market - including juice.

Table of Contents

• Executive summary 8
  • The juice market overview 8
  • Focus on pure fruit juice 8
  • Identifying market leaders and best-practice strategies 10
  • Market trends and new product development 11
  • Industry opinion survey and conclusions: where next for the juice market? 12
• Chapter 1 The juice market overview 14
  • Summary 14
  • Introduction 14
  • Sizing up the market 15
  • Market value 15
    • Juice market value, 1998--2003 15
    • Juice market value, 2004--2008 16
    • Future forecast 16
  • Market volume 16
    • Juice market volume, 1998--2003 17
    • Juice market volume, 2004--2008 17
    • Future forecast 17
• Chapter 2 Focus on pure fruit juice 20
  • Summary 20
  • Introduction 21
  • Pure fruit juice 21
  • Market value 21
    • Pure fruit juice market value, 1998--2003 21
    • Future forecast 22
    • Pure fruit juice market value, 2004--2008 22
  • Market volume 23
    • Pure fruit juice market volume, 1998--2003 24
    • Pure fruit juice market volume, 2004--2008 24
    • Future forecast 24
  • Major drivers in pure fruit juice 25
  • Massive potential in Eastern Europe 25
  • Focus on Polands potential 26
  • NPD trends in pure fruit juice 27
  • Adult soft drinks with premium flavours 27
• Chapter 3 Identifying market leaders and
  • best-practice strategies 30
  • Introduction 31
  • Top five juice market leaders in Belgium 31
  • Top five juice market leaders in Germany 32
  • Top five juice market leaders in Japan 32
  • Top five juice market leaders in Spain 33
  • Top five juice market leaders in the UK 33
  • Top five juice market leaders in the United States 34
  • Best practice case study from the market leaders 34
  • Case study one: Minute Maid from Coca-Cola is a driving force in the US juice market 34
  • Case study two: The juice from Del Monte 36
  • Case study three: Ocean Spray innovates 37
    • Performance in a declining market 37
  • Case study four: PepsiCos Tropicana 38
    • Tropicana steps up to the challenge facing carbonates 38
    • Expanding the healthy image proves fruitful 39
    • Smooth acquisition 39
    • Making a fizz 40
    • The Smart Spot 40
  • Case study five: Welchs covers all bases in the juice market 40
    • From 1869 to 2005 40
    • Novelty juices 41
  • Case study six: Feel Good Drinks 42
  • Case study seven: RDA Organic 43
• Chapter 4 Market trends and NPD 46
  • Introduction 47
  • Consumer confusion 47
  • Added value from added ingredients 47
    • France welcomes the cranberry 48
  • Even juices experienced the low carb impact 48
    • The next big thing in juice: pomegranate 49
  • Rap stars launch their own juice brands 50
  • Fruit juice for kids 50
  • Japanese lead the health and wellness movement 51
  • Del Montes seasonal innovation 52
• Chapter 5 Industry opinion survey and
  • conclusions: Where next for the
  • juice market? 54
  • Introduction 55
  • Enjoyment is the most important driver in the soft drinks market 55
  • Pure fruit juice takes the lead as the strongest category 57
  • The media has helped drive growth and innovation in the juice category 58
    • The legal minefield of health claims 59
  • Conclusions: the future potential for the juice category 60
  • Healthy new product launches opens the way for small, niche brands 60
  • Major players to launch healthier brand extensions with fruit juice inspiration 60
  • Functional juices 61
  • Targeting the kids lunchbox market 62
  • Innovative taste profiles 63
  • Low calorie juice variants 63
• Chapter 6 Appendix 66
  • Industry opinion survey 66
  • Index 69

List of Figures

• Figure 2.1: Forecast pure fruit juice market value across the 10 countries, 2008 23
• Figure 2.2: Forecast pure fruit juice market value across the 10 countries, 2008 25
• Figure 2.3: The English Garden collection: Damson and Plum 28
• Figure 3.4: Coca-Cola focusing on its juice brands to enhance healthy positioning 35
• Figure 3.5: Novelty and premium packaging to match flavour combinations 41
• Figure 3.6: Feeling good about healthy soft drinks 43
• Figure 3.7: Organic on its way to mainstream 44
• Figure 4.8: Pom Wonderful: Pomegranate Juice Drink 49
• Figure 4.9: Pimp juice: a premium, energy drink with celebrity endorsement 50
• Figure 4.10: Innocent Kids 51
• Figure 5.11: Importance of four major drivers on soft drinks market growth 56
• Figure 5.12: Which sectors have witnessed the strongest growth in your region in the past 12 months? 58
• Figure 5.13: What is driving growth and innovation in the juice category? 59
• Figure 5.14: Tango Clear: moving away from carbonates image and closer to the healthier reputation of fruit juice 61

List of Tables

• Table 1.1: Juice market value, $m, 1998--2003 15
• Table 1.2: Juice market value, $m, 2004--2008 16
• Table 1.3: Juice market volume, litres m, 1998--2003 17
• Table 1.4: Juice market volume, litres m, 2004--2008 17
• Table 2.5: Pure fruit juice market value, $m, 1998--2003 21
• Table 2.6: Pure fruit juice market value, $ m, 2004--2008 22
• Table 2.7: Pure fruit juice market volume, litres m, 1998--2003 24
• Table 2.8: Pure fruit juice market volume, litres m, 2004--2008 24
• Table 3.9: Top five juice market leaders, Belgium, by market value share 31
• Table 3.10: Top five juice market leaders, Germany, by market value share 32
• Table 3.11: Top five juice market leaders, Japan, by market value share 32
• Table 3.12: Top five juice market leaders, Spain, by market value share 33
• Table 3.13: Top five juice market leaders, UK, by market value share 33
• Table 3.14: Top five juice market leaders, United States, by market value share 34
• Table 5.15: Please rate the following drivers in order of importance to the soft drinks market 56
• Table 5.16: Which sectors have witnessed the strongest growth in your region in the past 12 months? 57
• Table 5.17: What is driving growth and innovation in the juice category? 59