Benefits With Beverages in Produce Department

Juice companies recommend grocery retailers situate juice displays close to the produce aisles.

In the minds of many consumers, juice — the freshly pressed, rather than UHT variety — is intrinsically linked to produce, so it is no wonder processors are establishing a more upfront connection between the two categories.

“It’s usually the more healthful options, like cold-pressed juices that are not as processed, that we look to carry in the produce department. An example is Fuji apple juice by Red Jacket Orchards here in New York,” says Marc Goldman, produce director for Morton Williams Supermarkets, a 17-store chain headquartered in Bronx, NY.

Within the premium juice set in the produce department, the cold-pressed juice segment continues to outperform traditional juices with growth of 12% in the latest 13 weeks ending Dec. 8, 2024, according to MULO, Circana data versus traditional juice flat (+0%) performance in terms of retail dollar sales, as shared by Generous Brands, formerly known as Bolthouse Farms, with Bolthouse Farms, Evolution Fresh and Sambazon brands in the fresh beverage produce market.

“We attribute this to consumers seeking more benefits from everything they consume. Cold-pressed juice maintains more nutrients, minerals, antioxidants, and, more importantly, fresh taste than traditional, heat-pastured produce,” says Molly White, chief marketing officer for the Bakersfield, CA-based company.

Mathew Blair, produce category business manager for Tops Friendly Markets, a 152-store chain headquartered in Williamsville, NY, with locations in New York, Pennsylvania, and Vermont, adds, “Certainly anything pro-biotic or pre-biotic we are going to take a good look at. The ‘gut health’ trend drives many decisions in the juice category, and we are looking for things to fill that need.”

A good example of these products is the three-item Digestion Shots line by So Good So You, a manufacturer in Minneapolis, MN. The 1.7-ounce shots include two detoxes, Pineapple Orange and Coconut Lime, and one for digestion, Clementine Ginger.

To capitalize on the link, juice companies recommend grocery retailers situate juice displays close to the produce aisles, and there is evidence that those who do can reap substantial benefits.

Walter Nimocks, founder of Houston, TX-based Just Made Foods, which markets a range of tropical fruit-focused cold-pressed juices, smoothies, and shots, advocates placing these products close to produce to take advantage of cross-merchandising opportunities.

“Putting juice next to fruit is usually a good call, so I would recommend retailers focus on the store’s produce area,” he says. “Having complementary items merchandised together is valuable, really important.”

Nimocks recommends also situating fruit shots nearby, suggesting keeping them in their display trays, which can be a real win for retailers as they don’t require stacking. “Shots are valuable for the retailer because they can merchandise a lot of shots together on the shelf, and they can be extremely productive for them,” he continues.

Morton Williams Supermarkets’ Goldman, whose stores have destination juice sets in the produce department, hasn’t had luck with shots. “They would be gone on the shelf, but we wouldn’t have recorded sales. The size of shots makes them easy to pocket. For that reason, we’ve stopped carrying them.”

Just Made’s Nimocks also cites “grab-and-go” as a phenomenon that benefits retailers and fresh beverage suppliers alike. “Grab-and-go is a huge opportunity for us,” he says. “I recommend retailers keep juices close to the front of the store, so they are very visible and available for grab-and-go.

For Stacey Anker, director of marketing for Los Angeles, CA-based juice company POM Wonderful, explicitly linking fresh pomegranates — the brand’s key ingredient — and their range of juices and arils makes strong commercial sense.

“For our whole pomegranates, we’ve found that displays are the No. 1 trigger for pomegranate trial,” she says, adding Wonderful also uses coupons and cross-promotion with the whole family of POM products to help sell more juice and pomegranates.

Will van Ingen from New Braunfels, TX-based Fresh & Direct, a company that markets Mexican coconut and coconut water brand A de Coco in the U.S., agrees the health and wellness trend offers a clear opportunity for effective cross-merchandising

“Creating thematic displays, especially in health and wellness sections, can draw attention to the unique qualities of coconut water,” he says. “Additionally, offering tastings or samples can encourage trial and drive impulse purchases. Integrating digital elements like QR codes for additional product information or recipes can also enhance customer engagement.”

PRODUCT INNOVATIONS

According to van Ingen, A de Coco U.S. has a range of fresh coconut products, offering 100% natural products with no added ingredients. In June 2024, the company introduced “Poke-n-Drink Young Fresh Coconuts,” developed to cater to a “growing market segment that values the authenticity and health benefits of fresh coconut water, but also seeks ease of use.”

The inclusion of a skewer, straw, and napkin in the packaging simplifies the process of accessing the coconut water and addresses the demand for on-the-go consumption options, van Ingen continues.

This approach, he says, is particularly appealing in today’s fast-paced lifestyle, where convenience is a key deciding factor for many consumers. “Unlike what’s out there on the market, this will allow consumers to open a coconut quickly, insert a straw, and begin enjoying the fresh water.”

Launching in January, Generous Brand is partnering with Sumo Cirtus to bring out two new products, says Winter. “Sumo Citrus is a dream partner for us, given their cult following and legendary taste. A Sumo 100% Mandarin juice and a Bolthouse Farms’ Sumo Tropical Citrus Smoothie are hitting shelves in select retailers in early 2025.”

Anker says POM Wonderful is constantly exploring new products and flavor combinations, explaining that a top priority of the business is educating potential and existing consumers on its products’ health benefits.

In 2023, the company launched a national campaign, Real Life Is Scary: Protect Yourself With POM, which Anker says aimed to empower consumers to “fortify their defenses against free radicals.”

“These are unstable molecules that can cause damage to our bodies over time,” she says. “Consumers can protect themselves with the antioxidant power of POM Wonderful 100% Pomegranate Juice.”

Anker says POM is working with retailers to ensure products are being highlighted to encourage sales and reveals the company is continuing to expand its retail presence nationwide. This includes reintroducing POM Wonderful 100% Pomegranate Juice to Costco stores nationwide at the start of 2024. 

Just Made’s Nimocks, who established the company in 2016 with his wife Norka following a long career in the food industry, has enjoyed considerable success with a range of juice products, many of which are inspired by traditional Latin American recipes.

The company’s range of premium cold-pressed juices includes top sellers such as “Heart Health” Beets & Turmeric, “Vitality” Prickly Pear & Watermelon, and “Immunity” Blood Orange & Acerola. More recent additions include “Passion Dragon,” a mix of passion fruit, pineapple, and maca root based on a traditional Nicaraguan beverage; “Turmeric Defense,” a combination of passion fruit, turmeric, pineapple, and carrot; and “Wellness” pineapple and ginger mix inspired by what Nimocks describes as “the national drink of Jamaica.” Just Made’s version swaps pear juice for the copious amounts of sugar in the original version. In December 2024, the company launched its newest, “Passion Orange Guava.”

The company also launched six new shots in 2024, based on its existing juice blends, focusing on wellness. According to Nimocks, Just Made’s shots differ from existing shots by staying true to its brand and unique flavors. The range includes: “Recovery + Immunity” with turmeric and oregano; “Productivity + Energy” comprising Lion’s Mane mushrooms and guaraná; “Gut Health +Probiotics” with papaya and ginger; “Heart Health” featuring beets and ginger; “Immunity + Antioxidants” with blueberry, lemon, and honey; and “Mood + Anti-Stress” made with medicinal ashwagandha herb.

There is an opportunity to bring more global flavors to entice consumers to try something new, says Generous Brands’ Winter. “With the boom of the spicy/sweet flavor combination elsewhere in the store, Bolthouse Farms is partnering with Tajin to bring a Mangonada Chili Lime 100% Juice Smoothie to stores in 2025.”

ON-TREND INGREDIENTS

So, what are the trends currently influencing the development of the juice category? According to POM’s Anker, the most significant trend at the current time is a generalized consumer shift toward healthier eating habits and a gravitation toward better-for-you products.

At the same time, she says consumers are seeking easy-to-access information about products, citing the example of POM’s in-store display QR codes, which direct consumers to details of health benefits, research, recipes, and tips.

Just Made’s Nimocks believes there is also growth potential in functional juices, which he describes as still on trend for consumers. “They are walking away from straight juice and are instead looking for functionality; that’s where we see the growth,” he says.

Another significant trend, Nimocks continues, is an increasing consumer desire to reduce the amount of sugar in their diets. “Three out of four consumers are taking less sugar in their diets, and that’s where shots come in,” he says. “You get the same benefits as juice, but with a lot less sugar.”

White says that Generous Brands launched its Evolution Fresh Real Fruit Soda into national distribution in December. “We called this product ‘Real Fruit Soda’ as it contains real fruit juice, never from concentrate, and no added sugar. Our drink has a vibrant soda taste bursting with benefits like prebiotics and fiber in every bubble sip. All five fruit-forward flavors are USDA organic and only 5 grams of sugar. The No. 1 selling item is Tropical Mango, the first mango-flavored soda in the produce set.”

Fruit sodas are all the rage right now, according to Tops Friendly Market’s Blair. “We are seeing huge gains in that segment. We are also looking to expand our offering, as there is room for more than one brand within the category. In addition, Boba teas have also been performing well lately. This seems to be a relatively recent trend with ready-to-drink bobas. These seem to resonate with the younger crowd. If we can get our younger shoppers over to the produce juice set now, that is a huge win.”

Just Made’s Nimocks believes consumers, especially younger shoppers, are becoming more experimental when trying different fruits and ingredients, citing the example of Just Made’s use of unusual ingredients such as lion’s mane mushrooms and maca root.

“Mood and anxiety are important to younger consumers (18-34) who are saying they feel more stressed and anxious,” he explains. “Older consumers are more focused on heart and gut health.”

Fresh & Direct’s van Ingen agrees with that assessment. “There is an increased focus on health and wellness, with a growing interest in natural, functional beverages that offer more than just basic nutrition,” he says. “Coconut water, for example, has been gaining popularity due to its health benefits, hydration ability, and refreshing taste.”

Van Ingen continues retailers are also devoting more space to fresh beverages, catering to the rising consumer demand for healthier drink options. 

He says the juice shot trend aligns with this increasing consumer emphasis on health and wellness, driving demand for juices packed with more beneficial ingredients.

The trend toward low-sugar or sugar-free juice options reflects consumers’ growing health consciousness, van Ingen continues. One influencing factor is a preference of some athletes for coconut water rather than manufactured sports drinks, which may contain higher calories, sugars, and fewer electrolytes. 

“Merchandising and presentation trends for coconut water in the beverage industry are centered around, once again, health and wellness, eco-friendliness, and immersive customer experiences,” van Ingen adds. “The marketing of coconut water is likely to focus on its health benefits, such as hydration and nutritional content, catering to the growing consumer interest in health-centric products.”

In 2024, WTRMLN WTR, a cold-pressed juice producer that uses watermelon juice as its base ingredient, introduced its ultra-hydrating Lemonade flavor. The beverage line, which comes in 12-ounce bottles, also includes Strawberry Lemonade, plus “Antioxidant” Watermelon Juice + Strawberry, “Revive” Watermelon + Coconut Water, and “Hydration” Watermelon Juice.

“We ran a contest on our website for consumers to suggest flavors and one of these was lemonade,” says Scott Wilson, key account manager for the Charlottesville, VA, company.

PACKAGING DRIVERS

Regarding packaging, Nimocks says Just Made focuses on colors and designs that “stand out on the shelf,” rather than the clear-bottle approach.

“You can pick up the bottle and see the liquid in the back, but vibrant colors are essential because you have to capture consumers’ imagination,” he argues.

Nimocks predicts sustainability in beverage packaging will be the “next shoe to drop” for the industry. He believes the adoption of rPET, in particular, has potential for beverage producers, although there is concern that raw material prices could rise as demand grows among major drink companies.

There are signs that movement is already happening. Fresh & Direct’s van Ingen says there is a trend toward more sustainable and eco-friendly packaging across merchandising and presentation, with companies looking for innovative ways to reduce their environmental impact.

“Sustainability is a key aspect, with an emphasis on eco-friendly packaging and responsible sourcing appealing to environmentally conscious consumers,” he says.

Van Ingen says the “Poke-n-Drink Young Fresh Coconut” is an excellent example of what A de Coco is doing regarding packaging innovations. “We’re not using as much plastic and are allowing consumers to enjoy true 100% natural coconut water in their very own source, the coconut,” he says. “By reducing plastic usage and enabling consumers to enjoy coconut water directly from its natural source, this product aligns with the growing global emphasis on sustainability and health.”

“It offers a unique, tropical experience that differentiates it from other beverages in the market,” he claims. “This can be particularly appealing in marketing campaigns, emphasizing the natural and unprocessed quality of the product.

As part of POM Wonderful’s sustainability commitment to reduce single-use plastic and transition to 100% recycled plastic (rPET) bottles, Anker says all the company’s 16-ounce bottles of POM Wonderful Juice in North America — 100% Pomegranate Juice, Pomegranate Blueberry 100% Juice, and Pomegranate Cherry 100% Juice — are now bottled in 100% rPET and feature a “100% Recycled Plastic” logo.  

CAUSE FOR OPTIMISM

For Fresh & Direct, the pricing and supply of many ingredients that go into fresh juices and juice mixes are influenced by dynamic factors such as agricultural conditions, global supply chain issues, consumer demand, and broader economic trends. And, of course, he says, inflation has much to do with product pricing.

Just Made’s Nimocks says his company has looked at its supply chain to see where it can cut costs. “Last quarter and before that, we were starting to see units decline at a rate of 2-3%,” he reveals. “That’s pretty big when you are accustomed to 3-4% unit growth.”

Nimocks believes the decline concerns inflation and its impact on the consumer. “Even during the pandemic, we were looking to find efficiencies, and we were able to keep our prices high,” he says. “As a result, I think we are in a better situation than some of the big brands. Some are taking a big hit because juice that before cost $3.99 now costs $4.99.”

“We’re excited about 2024,” adds Nimocks. “There’s lots of opportunities for emerging brands and lots of growth opportunities. Retailers are responding to our unique products. Retailers that before maybe said, ‘not now,’ are now saying, ‘bring it on.’“

Just Made is also exploring more digital marketing, partnering with retailers on apps and digital coupons, “and we see huge potential there,” Nimocks says. “Our club business has also continued to grow. Overall, we’re very optimistic about 2025.”