Juiceit Up!

December 1, 2005
/ Print / Reprints /
/ Text Size+

Juiceit Up!

Shelf-stable juice numbers for the total category are slowly increasing, but it’s the private label programs that are considered the most refreshing.
Orange, lemon, pineapple and grape — the sky’s the limit when it comes to shelf-stable juice varieties. And that’s certainly the tone in the market right now with regard to private label programs. Retailers across the country enjoyed $599.5 million in sales last year for their shelf-stable bottled juice programs, according to Chicago-based Information Resources Inc. While the total category was down 1.5 percent, private label shelf-stable bottled juices were able to obtain a 2.2 increase. So what are successful retailers doing to surpass the total category?
The Imperatives:
According to industry professionals, retailers should focus on the healthy benefits of this category. Additionally, successful retailers suggest finding a harmonious balance between merchandising a variety of juices in the program without over-saturating the shelves.
The Demographics:
Women with children are the main consumers for this category, but with the growing demand for healthful eating habits, retailers should focus on providing consumers with information on the benefits of their private label shelf-stable bottled juices.
The core products in this category should be placed at eye-level for the consumer — they shouldn’t have to spend time looking for the products being merchandised. Successful retailers also suggest making a section-within-a-section for new items such as organics.
Shelf-Stable Bottled Juices
Sales (in millions) and Promotion Lift
Shelf-Stable Bottled Juices
$ Volume$599.5$3,449.8
% Change Vs. Year Ago2.2%-1.5%
% Dollars, Any Merchandising47.8%38.8%
% Change Vs. Year Ago-1.9%-1.1%
% Dollars, Display Only18.9%11.7%
% Change Vs. Year Ago0.7%-0.2%
% Dollars, Feature Only7.5%7.6%
% Change Vs. Year Ago-0.8%-0.2%
Source: Information Resources Inc. Total supermarkets, drugstores and mass merchandisers (excluding Wal-Mart) for 52 weeks ending Oct. 2, 2005.
Cross-Merchandising Opportunities:
Shelf-stable bottled juices are easily cross-merchandised with branded cereal. Additionally, retailers have placed products in atypical areas throughout the store to help promote impulse buys — such as placing lemon juice in the meat and fish sections.  
For the core items in the category, the fall is a very strong season. Lemonade and fruit drinks sell well in the spring and summer, but the category is starting to see a demand for them throughout the year — this is being attributed to consumers being more health-conscious.
Promotional Lift:
BOGOs and temporary mark-downs drive sales, but some retailers are being a bit more creative. One leading retailer promotes with a local events, such as a healthy living expo or mini marathons.
Pricing vs. National Brands:
If the price is set at 20 percent lower than national brands, customers will be able to recognize the value in the private label product, without diminishing the quality of store brands. PLB

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace