Super-premium fruit and vegetable beverages: A retail sales analysis and demand estimation

Abstract

Super-premium fruit and vegetable juices and drinks are a rapidly emerging product subcategory. We use retail-level scanner data to analyze trends in sales of and demand for super-premium and other fruit and vegetable beverages. We find that super-premium beverages represent a small share-about 6 percent in terms of dollar sales in 2012-of the overall fruit and vegetable juice and drink market and are priced considerably higher. Total sales more than doubled between 2007 and 2012 with 16 percent annual growth, and the beverages were more responsive to changes in price than other fruit and vegetable juices and drinks.