ONE piece of health advice that just about everyone knows is the importance of getting your five-a-day – even if some are better at sticking to it than others.
For those who really are committed to hitting their nutritional targets on a daily basis, juice presents an opportunity to start the day right.
A staple ingredient in the classic breakfast line-up, fruit juice excels in the morning, according to Ocean Spray brand owner Refresco, with IRI Convenience figures for the 52 weeks to 16 June showing 56% of ambient juice sales are for the breakfast occasion.
A spokesperson for Refresco said that juice continues to be key, whether breakfast is consumed at home or on the go, and the category has been tapping into demand for healthier options.
They said: “Consumers are becoming increasingly health conscious. They want products that offer nutritional benefits such as juices, smoothies and meal replacement protein-based breakfast drinks as well as low sugar cereals and yoghurts.
“One area aimed at the breakfast market is breakfast drinks, worth £4.2m in the convenience channel.
“Such products are ambient, however to maximise the sales for breakfast they should be considered for chillers in the morning.”
Ambient juices appear to be performing well in convenience, with the Refresco spokesperson pointing to encouraging research carried out by the firm.
“Ambient one litre juice and juice drinks outsell chilled litre equivalents in convenience – 14.3m litre a year, versus 9.9m, due to their long-life more convenient appeal.
“The best-selling flavours in one litre ranges are orange and apple, which in ambient make up 53% of volume sales.
Such products are ambient, however to maximise the sales for breakfast they should be considered for chillers in the morning.
“Retailers should make sure they have orange and apple ambient one litre pure juices and PMP options to capitalise on this key occasion.”
The spokesperson added that for on-the-go juices, a spot at the front of the store is key to category success.