Despite declines in many categories throughout 2021 and 2022, the value of juice in 2022 reached its highest point in nearly a decade. As a result, the convenience sector has a promising opportunity for growth.
Overall, at-home consumption of beverages has increased by 5% since the pandemic, with juice experiencing three times the growth rate of the total food and drink market. Chilled juice is particularly well-positioned to withstand cost-of-living pressures and is expanding its relevance beyond the traditional breakfast market.
Naked attraction
In light of these trends, smoothie specialist Naked recognized the potential to leverage everyday breakfast moments as a strategic platform for expanding its product range. The company recently launched two new breakfast smoothies: Naked Strawberry & Banana and Naked Pineapple & Passionfruit.
Jacinta Cleary, Senior Brand Manager, explains, “Both variants have been developed in response to consumer demand for simpler flavors during breakfast. Each new smoothie contains two key ingredients and is packed with flavor to provide a colorful morning boost.”
With the continued growth of smoothie consumption, consumers are also placing increasing importance on the value of products they purchase. As household budgets face added pressure, consumers are now evaluating the value offered by different brands.
Brand blocking
According to Cleary, “Naked Strawberry & Banana and Naked Pineapple & Passionfruit smoothies have been created as affordable additions to the breakfast table. Priced at £3.75 for a 750ml bottle – that’s 75p per serving – the new smoothies offer a lower price-point compared to other supermarket take-home smoothie alternatives.”
Given that juices and smoothies are often impulse purchases, independent retailers should organize their displays by brand and then by flavor to facilitate easy navigation for shoppers. Additionally, stocking these products near complementary items such as bread and cereals can drive awareness and create usage occasions for customers.
When merchandising these products, it’s crucial to consider the type of customers that frequent the store, the target audience for the brand, and the motivations behind shoppers’ purchases.
Future growth
To maximize sales, Naked recommends stocking both 300ml and 750ml bottles. Cleary advises, “This approach enables independent retailers to capture opportunities in both on-the-go and at-home consumption scenarios.”
Given consumers’ increasing focus on natural ways to enhance energy and overall health, the juice and smoothie category is well-positioned for further growth. By tapping into the thriving health and wellness trends, this category is poised for continued success.
