Superpremium Juice Enlivens Beverage Market

Superpremium juice has emerged as a small but dynamic part of the U.S. beverage marketplace, according to a new report from Beverage Marketing Corporation, New York.  

The report," Superpremium Juice in the U.S.: The Impact of Superfruits and Antioxidants," found that, from 2002 to 2007, sales of superpremium juice jumped from 37.7 million gallons to 77.5 million gallons. Sales, in wholesale dollars increased at a stronger rate than volume, reflecting the impact of the premium pricing characteristic of the beverage type. Superpremium juice sales first approached half a billion dollars in 2005, and then climbed to $587 million the following year. Superpremium juice garnered $75.2 million, or 12.8%, more in 2007 than it had the year before.

The superpremium sub–segment includes fresh packaged juice, which is 100% (or very close to 100%) fruit juice that is bottled in single–serve containers and shipped fresh (or lightly pasteurized) rather than reconstituted from concentrate or chemically preserved. These juices are generally more perishable than "regular" juices, although manufacturers have worked to improve their shelf life. The superpremium group also includes juices that are not fresh packaged but are similarly positioned, carry high prices and are shelved in stores' produce sections. POM Wonderful pomegranate juice, with its distinctive proprietary packaging, retail channel placement, high–end positioning and price, essentially exemplifies the superpremium juice market.

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Source: Beverage Marketing Corporation press release