Chapter 1: Executive Summary

• Scope and Methodology
  
  • Scope of Report
  • Report Methodology
  
  
• Fruit and the American Diet
  
  • Fruit and Overweight/Obesity: A Healthy Correlation
  • Recent Fruit Consumption Falls
  • Hispanics as Prime Consumers
  • Promoting the Power of Fruit
  • Health Claims for Nutrients Can Boost Fruit Consumption

• The Market
  • Retail Sales Just Under $23 Billion
  • Fruit Juice Sales Decline in 2003, Fruit Confectionary Posts Healthy Gain
  • Mass-Market Retail Sales Snapshot
  • Supermarkets Still on Top
  • Figure 1-1: Share of U.S. Fruit Product Sales by Retail Channel (percent)
  • Pockets of Growth
  • Factors to Market Growth

• The Competitive Situation
  
  • Marketer Overview
  • Licensing an Important Market Component
  • The Big Get Bigger
  • PepsiCo and Coca-Cola Top the List
  • Figure 1-2: Top Marketers of Fruit Products by 2003 Share of IRI-Tracked Sales (percent)
  • The Big Get Bigger
  • Competition from Private Label

• Marketing and New Product Trends
  
  • Leaders in Advertising Spending
  • Advertising Positioning
  • Number of Fruit Juice Introductions Rises Significantly
  • “Natural” and Related Package Tags Rule Introductions
  • Many Introductions Target Hispanics
  • Juice-Based Smoothies Find Favor
  • Boundary Blurs Between Fruit Juices and Functional Beverages
  • Wooing the Weight-Conscious
  • Organic Fruit Products Enter the Mainstream
  • Licensed Fruit Products Appeal to Kids
  • Convenience and Portability
  
  
• Consumer Trends
  
  • 90% Penetration Rate for Jams, Jellies, and Preserves
  • Patterns by Race/Ethnicity
  • The Kid Factor
  
  
• Looking Ahead
  
  • Trends and Opportunities

Chapter 2: Fruit and the American Diet

• The Overweight American Costs and Causes
• Higher Fruit Consumption Linked with Lower Body Mass Index Healthy-Weight People Eat Significantly More Fruit
• Yet, Fruit Consumption Falls
• Table 2-1: Fruit: Per Capita Consumption in Pounds, 1990-2001
• Hispanic Consumer an Exception
• More Exotic Fruits Gaining in Popularity
• Table 2-2: Fruits Ranked by Per Capita Consumption in Pounds, 2001 vs. 1990
• Produce for Better Health Foundation’s 5 A Day Program
• Consumer Health Information for Better Nutrition Initiative
• Rating System for Health Claims
• Promoting the Power of Fruit
• Strawberries: Heart Health and Lowered Cancer Risk
• Blueberries Number One In Antioxidants
• Grapefruit May Promote Weight Loss
• Tomatoes and Watermelon = Lycopene
• Cranberry May Be Added to Antibiotics
• Health Claims for Nutrients Can Boost Fruit Consumption
• Weight Issue Tipping Scales to Bottled Water?
• Low-Cal, Low-Carb, Low-Sugar Juices Answer Diet Challenge
• Protein-Fortified Juices Appeal to Dieters Soy Protein as Complement to Fruit Juices
• Fast Food as Culprit in “Epidemic” of Overweight
• Fast-Food Chains Enlist Fruit Products in Fight Against Fat
• USDA Program Counters Junk Food Sold in Schools
• Marketers Working to Improve School Fare
• Dole Sponsors 5 A Day Program in Schools
• High-Fructose Corn Syrup Sweetener Linked to Obesity
• Is HFCS to Blame for Increased Caloric Intake?

Chapter 3: The Market

• Market Size and Growth
  
  • Market Definition: Fruit Juice, Packaged Fruit, and Fruit Confectionary
  • Figure 3-1: U.S. Retail Sales of Fruit Products, 1999-2003 (in millions of dollars)
  • Methodology for Sales Estimates
  • Retail Sales Just Under $23 Billion
  • Table 3-1: U.S. Retail Sales of Fruit Products, 1999-2003 (in millions of dollars)
  • Fruit Juice Sales Decline in 2003, Fruit Confectionary Posts Healthy Gain
  • Table 3-2: U.S. Retail Sales of Fruit Juice Products, 1999-2003 (in millions of dollars)
  • Table 3-3: U.S. Retail Sales of Packaged Fruit, 1999-2003 (in millions of dollars)
  • Table 3-4: U.S. Retail Sales of Fruit Confectionary, 1999-2003 (in millions of dollars)
  • Figure 3-2: Share of U.S. Retail Sales of Fruit Products by Category, 1999 vs. 2003 (percent)
  • Supermarkets Still Account for Almost Two-Thirds of Sales
  • Figure 3-3: Share of U.S. Fruit Product Sales by Retail Channel (percent)
  • Mass-Market Sales Slip Below $15 Billion; Fruit Confectionary Again Outperforms Market
  • Table 3-5: U.S. Mass-Market Sales of Fruit Products, 1999-2003 (in millions of dollars)
  • Table 3-6: U.S. Mass-Market Sales of Fruit Juices, 1999-2003 (in millions of dollars)
  • Table 3-7: U.S. Mass-Market Sales of Packaged Fruit, 1999-2003 (in millions of dollars)
  • Table 3-8: U.S. Mass-Market Sales of Fruit Confectionary, 1999-2003 (in millions of dollars)
  • Table 3-9: Share of U.S. Mass-Market Sales of Fruit Products by Category, 1999 vs. 2003 (percent)
  • Refrigerated Juices at 30% of Mass-Market Sales
  • Pockets of Growth
  • Table 3-10: Share of U.S. Mass-Market Sales of Fruit Products by Leading Subcategories, 1999 vs. 2003 (percent)
  • Table 3-11: Mass-Market Sales of Fruit Products by
  • Subcategory, 1999 vs. 2003 (in millions of dollars)
  • Smoothies Flourish Amid Declining Mass-Market Juice Sales
  • Grape Juice and Lemonade Make Juicy Gains
  • Fruit Juice Blend, Juice Drinks Post Strong Numbers
  • Aseptic Juice Drink Sales Taper Off After Rapid Climb
  • Table 3-12: U.S. Fruit Products Market: Fastest-Growing Mass-
  • Market Subcategories and Segments, 1999 vs. 2003 (in million of dollars)
  • Canned/Bottled Citrus Fruit, Frozen Fruit Stand Out in Flat Category
  • Fruit Snacks Drive Fruit Confectionary Category
  
  
• Factors to Market Growth
  
  • Built-In Health Appeal
  • The Convenience Factor
  • Blurring the Boundaries Between Juice Drinks and More Dynamic Beverage Niches
  • Kids as Growth Drivers
  • Hispanics as Growth Drivers
  • Healthy Competition: Beverages
  • Healthy Competition: Foods
  
  
• Projected Market Growth
  
  • Market to Approach $26 Billion in 2008
  • Table 3-13: Projected U.S. Retail Sales of Fruit Products, 2003-2008 (in millions of dollars)
  • Table 3-14: Projected U.S. Retail Sales of Fruit Juices, 2003-2008 (in millions of dollars)
  • Table 3-15: Projected U.S. Retail Sales of Packaged Fruit, 2003-2008 (in millions of dollars)
  • Table 3-16: Projected U.S. Retail Sales of Fruit Confectionary, 2003-2008 (in millions of dollars)
  • Fruit Rolls to Exceed $725 Million at Mass
  • Table 3-17: Projected Mass-Market Sales of Fruit Rolls, Bars, and Snacks, 2003-2008 (in millions of dollars)
  • Table 3-18: Projected Mass-Market Sales of Frozen Fruit, 2003-2008 (in millions of dollars)
  • Table 3-19: Projected Mass-Market Sales of Canned/Bottled Citrus Fruit, 2003-2008 (in millions of dollars)
  • Table 3-20: Projected Mass-Market Sales of Shelf-Stable Bottled Smoothies, 2003-2008 (in millions of dollars)
  • Table 3-21: Projected Mass-Market Sales of Refrigerated Smoothies, 2003-2008 (in millions of dollars)

Chapter 4: The Competitive Situation

• Marketers and Brands
  
  • Marketer Overview
  • Licensing an Important Market Component
  • The Big Get Bigger
  • Strong Competition from Private Label
  • Table 4-1: Selected U.S. Marketers of Fruit Products
  
  
• Marketer and Brand Shares
  
  • Methodology
  • PepsiCo and Coca-Cola Top the List
  • No. 3 Altria/Kraft Outpaces Leaders
  • Figure 4-1: Top Marketers of Fruit Products by 2003 Share of IRI-Tracked Sales (percent)
  • Double Threats: Ocean Spray, Cadbury Schweppes, Welch Foods, Nestlé
  • Campbell Outperforming Other Marketers
  • Non-Juice Marketers Round Out Rankings
  • Top Marketers and Brands by Sales Gains
  • Campbell Soup Posts 13.6% Gain
  • Figure 4-2: Top Marketers of Fruit Products by Two-Year Gains in IRI-Tracked Sales (percent)
  • Fruit Confectionary Leaders General Mills, J.M. Smucker Post Gains
  • Altria/Kraft Has Greatest Dollar Increase
  • Newer Brands Make Best Showings
  • Fruit Confectionary, “Alternative Beverage” Brands Do Well
  • Kids’ Juice Brands Post Double-Digit Increases
  • The Wonderful Pomegranate
  • Marketer/Brand Sales and Shares by Selected Subcategories
  • Tropicana OJ Powers PepsiCo Gain in Refrigerated Juices
  • Four Marketers Post Double-Digit Gains in Bottled Juices
  • Altria/Kraft Share of Aseptic Juices Tops 50%
  • Coca-Cola Advances to Third in Canned Juices
  • Private Label Gains in Fruit Drink Mixes
  • Have Juice Concentrates Bottomed Out?
  • No. 2 Dole Outperforms All Competitors in Canned/Bottled Fruit
  • Ocean Spray, Mariani Improve Positions in Dried Fruit
  • Private Label Controls Over 70% of Frozen Fruit, Maraschino Cherries
  • Smucker Co. Widens Lead in Jams, Jellies, and Preserves
  • General Mills Rules Fruit Snacks, But Brach’s Confections, Private Label Advance
  • Pie Filling: Nestlé, Private Label Gain on No. 1 Agrilink
  • Table 4-2: U.S. Fruit Products Market: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-3: Fruit Juice Category: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-4: Packaged Fruit Category: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-5: Fruit Confectionary Category: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-6: Top Marketers of Fruit Products by Two-Year Gains in IRI-Tracked Sales, 2001 vs. 2003 (in millions of dollars)
  • Table 4-7: Top Brands of Fruit Products by Two-Year Gains in IRI-Tracked Sales, 2001 vs. 2003 (in millions of dollars)
  • Table 4-8: Refrigerated Juices/Drinks: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-9: Shelf-Stable Bottled Juices: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-10: Aseptic Juices: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-11: Shelf-Stable Canned Juices: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-12: Fruit Drink Mixes: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-13: Canned/Bottled Fruit: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-14: Dried Fruit/Glazed Fruit: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-15: Jams, Jellies, and Preserves: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-16: Fruit Rolls, Bars, and Snacks: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)
  • Table 4-17: Pie/Pastry Filling: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2001 vs. 2003 (in millions of dollars)

Chapter 5: Competitor Profiles

• Competitor Profile: PepsiCo, Inc.
  
  • Overview
  • Branching Out from Carbonated Soft Drinks
  • Tropicana Reigns in Refrigerated Orange Juice
  • Taking Aim at C-Stores
  • Focus on Smoothies
  
  
• Competitor Profile: Coca-Cola Co
  .
  • Overview
  • Forms Beverage Institute for Health & Wellness
  • Phasing Out Fruitopia
  
  
• Competitor Profile: Altria Group/Kraft Foods, Inc.
  
  • Overview
  • Developing Healthier Products
  • New Alliance with South Beach Diet
  • After-School Health and Wellness
  
  
• Competitor Profile: Ocean Spray Cranberries, Inc.
  
  • Overview
  • Ocean Spray Rejects PepsiCo Offer
  • Craisins Brand Gets First Ad Campaign
  • New Line Combines Fruit Juice and Tea
  
  
• Competitor Profile: Cadbury Schweppes Plc
  
  • Overview
  • Growing Non-Carbonated Business Through Acquisitions
  • Snapple Wins Contract for New York City Schools
  
  
• Competitor Profile: Welch Foods, Inc.
  
  • Overview
  • Addressing Health and Convenience Issues
  • Boosts Advertising Outlay
  
  
• Competitor Profile: Nestlé USA, Inc.
  
  • Overview
  • Targets Hispanics with Kerns Aguas Frescas
  
  
• Competitor Profile: Campbell Soup Co.
  
  • Overview
  • Enter Invigor8 Juice/Energy Drinks
  • Pumping Up V8: Targeting Hispanics and Adding a Twist
  • Going Organic
  
  
• Competitor Profile: Del Monte Foods Co.
  
  • Overview
  • Several Major Non-Fruit Lines Acquired
  • Expanding into Pre-Cut Fruit for Produce and Single-Serve Sizes
  
  
• Competitor Profile: General Mills, Inc.
  
  • Overview
  • Growth Coming from Sunkist, Cascadian Farm Brands

Chapter 6: Marketing and New Product Trends

• Advertising Trends
  
  • Leaders in Advertising Spending
  • Ad Outlays Can Be Large Relative to Retail Sales
  • Altria/Kraft Backs All Four Top Brands
  • PepsiCo’s Tropicana Garners Largest Outlay by Far
  • Coca-Cola Channels Support to Orange Juice
  • Florida’s Natural Ups Spending by Half
  • Ocean Spray Emphasizes White Cranberry Juice, Lemonade
  • Cadbury Schweppes Continues to Focus on Snapple
  • J.M. Smucker Backs Sugar-Free Preserves
  
  
• Advertising Positioning
  • Getting Juiced
  • Courting Carb and Calorie Counters
  • Accentuating the Positive
  
  
• New Product Trends
  
  • Number of Fruit Juice Introductions Rises Significantly
  • Table 6-1a: Number of New Fruit Product Introductions, 1999-2004
  • Table 6-1b: Number of New Fruit Product Introductions, 1999-2004
  • “Natural” and Related Package Tags Rule Introductions
  • Table 6-2: Fruit Product Selling Points by Package Tags, 2004
  • Many Introductions Target Hispanics
  • Juice-Based Smoothies Find Favor
  • A Taste for the Exotic I: Fruit Juices
  • Pomegranate Juices Continue to Flow
  • A Taste for the Exotic II: Packaged Fruit and Fruit Confectionary
  • The Antioxidant Sweepstakes
  • Turning the Tables on Competitors
  • Old Standbys Lemonade and Grape Juice Retain Appeal
  • More Juice/Fruit Content Is Healthier
  • Fortification Trend Continues
  • Boundary Blurs Between Fruit Juices and Functional Beverages
  • Massive Effort to Woo the Weight-Conscious
  • “Light” Introductions Abound
  • Organic Fruit Products Enter the Mainstream Oodles of Organics
  • Licensed Fruit Products Appeal to Kids
  • Packaging: “All About Convenience and Portability”
  • Serving Grab-and-Go Customer Blurs Boundary Between Packaged Fruit and Fresh
  • Retail Trends
  • Internet Trends
  • Table 6-3: U.S. Fruit Products Market: Selected New Product Introductions from Leading Marketers, January 2003-June 2004

Chapter 7: Consumer Trends

• Consumer Overview
  
  • The Simmons Survey System
  • 90% Penetration Rate for Jams, Jellies, and Preserves
  • Patterns by Age Bracket
  • The Gender Skew
  • West Is Top Region
  • Patterns by Race/Ethnicity
  • Patterns by Household Size: The Tomato Juice Exception
  • Patterns by Household Income
  • Consumer Focus: Minority Preferences
  • Consumer Focus: The Kid Factor
  • Table 7-1: Overall Usage Rates for Selected Fruit Product Classifications, 2003 (U.S. households)
  • Table 7-2a: Usage Rates for Selected Fruit Product Classifications: By Adult Age Bracket, 2003 (U.S. households)
  • Table 7-2b: Usage Rates for Selected Fruit Product Classifications: By Adult Age Bracket, 2003 (U.S. households)
  • Table 7-3: Usage Rates for Selected Fruit Product Classifications: By Gender, 2003 (U.S. households)
  • Table 7-4: Usage Rates for Selected Fruit Product Classifications: By Region, 2003 (U.S. households)
  • Table 7-5: Usage Rates for Selected Fruit Product Classifications: By Race/Ethnicity, 2003 (U.S. households)
  • Table 7-6: Usage Rates for Selected Fruit Product Classifications: By Household Size, 2003 (U.S. households)
  • Table 7-7a: Usage Rates for Selected Fruit Product Classifications: By Household Income Bracket, 2003 (U.S. households)
  • Table 7-7b: Usage Rates for Selected Fruit Product Classifications: By Household Income Bracket, 2003 (U.S. households)
  • Table 7-8: Usage Rates for Jams, Jellies, and Preserves: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-9: Usage Rates for Canned/Jarred Fruit: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-10: Usage Rates for Orange Juice in Bottles/Cans/Cartons: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-11: Usage Rates for Fruit Juices/Drinks Other Than Orange: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-12: Usage Rates for Tomato and Vegetable Juice: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-13: Usage Rates for Frozen Orange Juice: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-14: Usage Rates for Fruit Snacks: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-15: Usage Rates for Fruit Juice Frozen Novelty Treats: U.S. Households Overall vs. Households by Race/Ethnicity, 2003 (percent)
  • Table 7-16: Usage Rates for Jams, Jellies, and Preserves: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-17: Usage Rates for Canned/Jarred Fruit: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-18: Usage Rates for Orange Juice in Bottles/Cans/Cartons: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-19: Usage Rates for Fruit Juices/Drinks Other Than Orange: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-20: Usage Rates for Tomato and Vegetable Juice: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-21: Usage Rates for Frozen Orange Juice: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-22: Usage Rates for Fruit Snacks: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)
  • Table 7-23: Usage Rates for Fruit Juice Frozen Novelty Treats: U.S. Households Overall vs. Households With Children by Age Bracket, 2003 (percent)

Chapter 8: Looking Ahead

• Trends and Opportunities
  
  The Opportunity

Health Claims as Potent Selling Point Product Innovation Is Key Facing the Low-Carb Demon Harvesting the Snack Potential of Fruit Products Improving on Convenience Tapping into the Asian- and African-American Markets On the Market?

Appendix: Addresses of Selected Marketers