Superpremium juice on the rise

by Staff
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NEW YORK — Superpremium juice is a small but growing part of the U.S. beverage market according to the Beverage Marketing Corp.’s report, "Superpremium Juice in the U.S.: The Impact of Superfruits and Antioxidants."

Volume in the segment grew from 37.7 million gallons in 2002 to 77.5 million gallons in 2007. Sales in wholesale dollars increased at a rate higher than volume showing the impact of premium pricing.

Superpremium juice sales first approached a half a billion dollars in 2005 and then went up to $587 million the next year. In 2007, the category gained $75.2 million, or 13% more than it had the previous year.

"Superpremium juice marketers highlight the purportedly beneficial properties of their brands’ ingredients," B.M.C. said. "Terms like ‘antioxidants’ and ‘omega fatty acids’ recur frequently in talk of superpremium juice. For instance, one currently hot fruit — acai — is touted as possessing greater quantities of those sought after substances than another — pomegranate."

Superpremium juice includes fresh packaged juice, which is 100% fruit juice bottled in single-serve containers and shipped fresh.

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