Home' Convenience and Impulse Retailing : March April 2010 Contents March 2010 | C&I | www.c -store.com .au
available for use both out of store and in-
store to promote the juice category.”
Using the promotional material available
and locating wisely and visibly is then
clearly critical for lifting juice sales ... but
new news to combat the excitement that
surrounds categories such as energy drinks
could be equally vital.
Importantly, Lion Nathan National Foods
has declared itself committed to investment
and innovation in its brands. According to
Nielsen Scantrak & C Track Volume Sales,
the company is the market leader in the
P&C channel with a 52% volume share and
the number 2 supplier in Route with a 17%
volume share. Daily Juice and Berri are the
leading brands through the channel and
both boast massive brand awareness.
Variety & flavour drive sales
“Variety and flavour are the key drivers of
purchase for the juice category, therefore
it is important to offer shoppers a wider
selection,” said Ms Sullivan. “Brand is also
an important consideration, with many
consumers selecting varieties within a
particular brand. ”
If innovation is another ingredient
required to kickstart juice’s fightback
through convenience, then Heinz Australia
and its Original Juice and Golden Circle
brands reckon they have got just what the
Raw and LOL are two new products that
have been launched in the past 12 months
and, after an amazingly successful start in
other channels, they are just beginning to
cause a stir in C&I circles.
“Both of the new brands are going really
well,” said Cameron MacFarlane, Heinz’s
General Manager, Marketing. “ Raw’s main
presence has been in grocery but that is
changing and distribution is widening,
while LOL initially went through schools
and then moved into grocery and now into
convenience ... these are exciting times. ”
Raw is a fresh juice and vegetable combo.
It offers two serves of fruit and two serves of
veges, and comes in a 400ml bottles that
really is said to stand out on shelf with
striking design and bright colours.
“People are leading busy lives and yet
they still want to make sure they are getting
their fruit and veges and this product
suits that lifestyle,” said Mr MacFarlane.
“Although it is still very early days, when
you look at the way it has performed in
grocery, we are highly optimistic that Raw
is going to be successful in convenience
and the response so far has been very
For its part, LOL is really targeted at
children. It is a fruit juice that is lightly
carbonated and its ‘text talk’ style name
reflects its fun image. Mr MacFarlane says
it comes in a bright, slim 250ml can and
currently has four flavours, with three more
to come. Although originally distributed
through schools, LOL is now making its
presence felt in the C&I store chiller ... and
distribution is improving.
Schweppes, which owns the Spring Valley
brand, shares the optimism about juice’s
future ... and the desire to keep innovating.
Juice revival is in sight
“Our traditional flavours are the leading
products within our range; however our more
exotic flavours such as Mango & Banana
Nectar and the Spring Valley Crush range
are very popular with people wanting to try
something a little more exotic and unique,”
said Schweppes’ Group Marketing Manager,
“Today’s consumers are
looking for the right variety and choice in
While Mr O’Sullivan acknowledges that
the space allocated to juice in impulse
has been reduced in recent years due to
the explosion of the new age beverages
categories, she says overseas market and
consumer insights suggest that juice will
have a revival in the Australian market.
“We know from our research in the past
that the level of sugar in juice has been a
barrier to purchase, but more recently we
are seeing a change in consumer behaviour,
as consumers are understanding that the
sugar in many juice products is derived from
a natural source,” he said. “Consequently,
juice is being seen as a more healthy
Over at P&N Beverages, which produces
Extra Juicy juice, there is also a belief that an
emphasis on juice’s positive health benefits
will bring sales rewards.
“With Extra Juicy, you know you’re
getting a quality juice that not only tastes
great, but is good for you too,” said P&N’s
Marketing Manager, Harris Spyrou.. “With no
added preservatives, no artificial colours or
flavours and no added sugar, consumers can
rest assured they are buying an all-natural
product for their families.”
Showing its commitment to Extra Juicy,
P&N Beverages recently embarked on a
national media campaign showcasing the
new 2.4L Bonus Pack. The campaign uses
the new Channel Seven ‘Focus’ infomercial
format and features Sally Williams (ex Brand
Power ambassador). As well as highlighting
the Bonus Pack message, the infomercial
emphasises that Extra Juicy is the only major
juice brand that is 100% Australian owned.
Mr Spyrou says this is a unique selling
position that P&N Beverages is proud of.
Extra Juicy comes in a unique and
ergonomically designed carafe-style bottle,
complete with an oversized, easy to open
cap and, as well as traditional favourites
like apple and orange, it is also available in
more exotic forms like Dark Grape, Carrot
Combo, Apple Blackcurrant, Orange Mango
and Apple Cranberry.
Coca-Cola which, largely thanks to its
Goulburn Valley brand, currently has a
13.7% share of the juice market through
the immediate consumption channels, says
increased focus and visibility of the juice
AT A GLANCE
• Across the grocery channel, families
are the key target market for juice,
while within impulse channels the
key target market is 18-35 year old
males and females.
• Using the promotional material
available and locating wisely and
visibly is then clearly critical for
lifting juice sales ... but new news
to combat the excitement that
surrounds categories such as
energy drinks could be equally vital.
• Variety and flavour are the key
drivers of purchase for the juice
category; therefore it is important to
offer shoppers a wider selection.
• Based on the global juice market
and consumer insights, it is
reasonable to expect strong growth
potential for juice and a resurgence
of the category in the near future.
Annual sales of $30.6million, and
declining at –8 .1%
• Chilled Juice segment is the No1
contributor to value sales, worth
$16.9million and declining at a
slightly lower rate versus the
category at -7.9% .
• Long Life Juices has the highest
rate of decline at -5 .4%, and
• F lavour trends: Orange accounts
for approx. 27% of all value
sales and is declining at a faster
rate than the overall category.
• Long Life Drinks only sub
segment to show annual growth
(+10.1% value and 7.7% volume).
Coca Cola Disney brand is
driving the growth.
Fruit Juices and Drinks
Annual sales of $30.6million, and
declining at – 8.1%
Chilled Juice segment is the No1 contributor to
value sales, worth $16.9million and declining at
a slightly lower rate versus the category at
Long Life Juices has the highest rate of decline
at -5.4%, and worth $8.7million
Flavour trends: Orange accounts for approx.
27% of all value sales and is declining at a
faster rate than the overall category.
Long Life Drinks only sub segment to show
annual growth (+10.1% value and 7.7%
volume). Coca Cola Disney brand is driving the
fights back Heinz Australia’s Golden Circle brand, Raw, is a fresh juice and vegetable
combo that targets busy consumer who want to get their health fix quickly
and without fuss. And its new LOL – a lightly carboned fruit juice targeted at
children and originally distributed through schools - is now making its presence
felt in the C&I store chiller.
Mr MacFarlane says that fundamentally
juice is a healthy, convenient beverage
that should thrive in the convenience
“It really just needs innovation and
excitement,” he said. “The combination of
veges and fruit juice, and things like that,
can bring back that spark to the segment
.. .. and we are not finished yet ... there are
more innovations and new products to
While Golden Circle juices are generally
sold as ambient juices in supermarkets,
its Classic range, which comes in 350ml
bottles, has been a hit in convenience.
category and offering a greater variety of
juices can help turn things around.
While Coca-Cola acknowledges there is
still strong demand from consumers for the
core juice flavours like Orange, Apple, Apple
& Blackcurrant and Tropical, it certainly sees
the need for continued creativity.
“While those flavours still make up the
majority of the sales, consumers continue
to look for variety,” said a Coca-Cola
spokesperson. “To ensure the growth of the
category, we are working to provide more
innovative and exciting juice products.”
Cameron MacFarlane from Heinz is an
equally strong believer in the benefits of
spicing up the flavour range.
“With the fridge space being given to juice
declining it seems that, at the moment, all the
ranging seems to be orange juice,” he said.
“When consumers see that is all there is in
the fridge they can be disappointed ... they
are looking for are something original and
P&N Beverages believes
emphasis on a product’s positive
health benefits will bring sales
rewards: Its popular Extra
Juicy juice contains no added
preservatives, no artificial colours
or flavours and no added sugar.
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