Growth in the juice category has slowed since 2020 and 2021, when consumers—many on pandemic lockdowns—stocked up on juice seeking a boost in immunity. U.S. sales volume for the total juice category, including juice drinks, 100% juice and flavored juice drinks, grew 0.5% in 2021 before falling 1.8% in 2022, according to Beverage Digest. However, due to inflation, dollar sales were up nearly 37% in 2021 and about 8% in 2022, according to the publication.
Brands “actually grew the amount of money that they earned from that liquid,” said Duane Stanford, editor and publisher of Beverage Digest. “The people who were still drinking juice were willing to pay more for it.”
Beverage Digest figures for 2023 are not yet available. Market research group Mintel forecasts the juice category to grow U.S. sales from $24.6 billion in 2023 to $31.3 billion in 2028. In a recent report, the firm suggested that the decrease in demand due to higher prices has of late been outweighed by a desire of consumers to drink juice for enjoyment or health benefits.
Minute Maid’s campaign comes as brand owner Coca-Cola has emphasized its Zero Sugar sub-brand across its broader portfolio, including Coke Zero Sugar.
“People are kind of back to really moderating the sugar intake,” said Stanford. “If you want growth and younger consumers and health-conscious consumers, then you really need to make sure you have an option with less sugar.”
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Minute Maid’s campaign will run worldwide, beginning with social media and digital content featuring Hamm. It will showcase the full range of Zero Sugar products, including flavors such as mango, strawberry lemonade and pineapple. Ads come from Studio X, a part of WPP's Open X, which is a Coke-dedicated agency.
“This campaign is a great example of the shift from traditional marketing to a digital-first approach that balances local relevance with global scale,” said Katalin Czigler, senior director for global brand strategy for juices at Coca-Cola Co. Minute Maid Zero Sugar has built a loyal and growing fanbase since launching in 2020, Czigler said. Now, the brand seeks greater awareness.