Breakfast drinks had a spectacular 2017 according to Refresco, with volume sales up by 37.7% on the previous year.
Refresco also reckons the perceived health benefits of juice don’t do sales any harm. James Logan of Refresco, the firm behind Ocean Spray, commented: “Consumers have regarded juice as a healthy breakfast item for many years. A Del Monte survey confirms that juices and juice drinks are being purchased primarily for health reasons.
“More than 50% said it’s extremely important for juice or juice drinks to be high in vitamins and be one of their five a day.”
To make the most of the opportunity juices provide, Logan suggested retailers stock on-the-go breakfast products at the front of the store with at-home consumption products to the rear.
“How much shelf and chiller space is given to each should be determined by the store location and the likely breakfast on-the-go trade. Juices can be located in both areas, with family packs sited alongside milk and smaller on-the-go formats located alongside milk based drinks,” he said.