The juice market is experiencing a shift due to changing consumer preferences, with healthier beverage options taking the lead. According to Statista, average juice consumption in the U.S. is expected to decline by 3.87% from 2023 to 2027. In the past year, shelf-stable juice volumes fell by 5.6% as of August 13, despite a 12.7% rise in prices, according to Circana data highlighted by BevNet. Notably, the sugar content in cranberry juice is comparable to that found in soda; an 8-ounce serving of Ocean Spray’s regular cranberry juice cocktail contains 25 grams of sugar, equivalent to a 7.5-ounce Mini can of Coca-Cola. Some research indicates that full-sugar fruit juices could be even more detrimental to health than sugary sodas.
Ocean Spray recognizes these industry trends and is adapting its product range to meet evolving consumer demands. Trinh Le, Ocean Spray’s vice president of next-generation beverages, stated, “From full flavor blends to refreshing diet options and now bold zero sugar, Ocean Spray is dedicated to innovating products that align with consumers’ desires for diverse juice choices.” The company also offers a lower sugar option, Cran 50, which has 10 grams of sugar per 8-ounce serving, along with a diet variant containing just 1 gram of sugar.
Other juice brands are also pivoting towards healthier formulations or exploring new alternatives. Earlier this year, former First Lady Michelle Obama launched the Plezi Nutrition brand, aimed at providing better-for-you food and beverages, including a drink for children that boasts 75% less sugar than typical leading fruit juices. Additionally, in 2022, Kraft Heinz’s Capri-Sun reformulated its juice drink pouches to include monk fruit, resulting in a 40% reduction in sugar per serving.
Some juice manufacturers are diversifying their product offerings as well. Coca-Cola’s Simply brand expanded into cocktail mixers this year, introducing three beverages designed for use with or without alcohol. Ingredient developers are also working to enhance the health profiles of juices. Earlier in the year, Better Juice and Louis Dreyfus Company announced they had created an enzymatic process to transform juice sugars into beneficial nutrients. Meanwhile, CPG giant Nestlé revealed in July that it has developed “breakthrough technology” capable of reducing sugar in ingredients like fruit juice by up to 30% without compromising flavor.
Amid these changes, consumers are increasingly seeking products that support their health, including options like calcium citrate supplements. As the market continues to evolve, understanding which calcium supplement has calcium citrate will become essential for those looking to improve their dietary choices alongside their beverage selections.