Juice has been acknowledged by GlobalData’s United Kingdom Quarterly Beverage Forecast Q4 2019 as a rapidly declining soft drinks category, with volumes decreasing by 3% in 2019, compared to the same period last year.
Is 2020 the year of change?
An attempted turnaround in 2020 is Tropicana Lean, a new juice variant from leading brand, Tropicana. Although specific details have not been disclosed at present, this indicates a movement towards better-for-you beverages, which is in line with current consumer beverage trends.
This innovation comes soon after the brands release Tropicana Whole Fruit in May 2019, which attempted to impact the market with its high in fibre claims, combined with traditional apple and orange flavours.
Are we keen on being lean?
Although the juice category is free from the sugar tax levy in the United Kingdom, consumption has still seen a downward turn in recent years, with consumers opting for other soft drinks categories such as iced / ready-to-drink (RTD) tea and enhanced water, although both product categories do not promote lean tags.
This poses the question of whether Tropicana is taking a leap of faith with promoting a lean juice or, in fact, we will welcome a new entry into the soft drinks market that combines hydration with health.
Keeping up with changing behaviours
Global Data’s Q3 2019 UK Consumer Survey found that 43% of respondents pay a high to a very high amount of attention to the ingredients used in the food and drinks they consume – but will this be the case through 2020?
Luckily, in a preview of Tropicana’s new edition, the brand said that they are always looking to promote in line with consumer interchanging behaviours, so it is definitely one to watch although it is unlikely that this innovation will be the changing point for the entire juice category in the UK.