european trends in citrus products - uf/ifas oci · european trends in citrus products ... top five...

1 © 2008 Mintel International Group. All rights reserved.insight + impact

European trends in citrus products

International Citrus and Beverage ConferenceSeptember 17, 2008

Lynn Dornblaser, Director, CPG Trend Insight, Mintel International


Mintel’s trend tracking tools

• Mintel Inspire: uncovering consumer drivers• GNPD: tracking new products around the world• GNPD IRIS: providing an understanding of product success• Product retrieval: delivering products to your door• Mintel Reports: understanding the “why” behind the trends• Menu Insights: revealing trends in menus, flavors, ingredients• Mintel Research Consultancy: bringing it all together


Today’s presentation

• A few comments about what drives consumer choices• Activity in European juices and nectars

– New product activity– Snapshots of performance

• Discussion of citrus flavors across all categories– Citrus compared to other flavor groups– Segments within citrus flavors, including flavor blends

• Activity by most active companies• Major trends within citrus and citrus-flavored products• Closing thoughts


Drivers of consumer purchases

• Convenience—prepared meals, quick and easy preparation, simple choices

• Taste—ethnic cuisine, unique flavors• Variety—the more the better, until you overload

them• Wellness—but make it easy to understand• Value—today, value trumps everything (but does

it really?)

Mintel Inspire


European beverage products – new product growth

• In Europe, there is overall steady growth in both beverages and the juice and nectars drink segment

Mintel GNPD

0100020003000400050006000700080009000

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2003 2004 2005 2006 2007

New European Introductions in Beverage Products(# of New Products)

Europe BeveragesEurope Juice and Nectars


Top European claims in juice and nectars

• No additives/preservatives and low/no/reduced sugar are the top two claims in Europe’s juice and nectars, which saw dramatic growth from 2006 – 2007

• Some beverages can quickly rack up consumers’ daily calorie intake. Lower sugar level claims in juice and nectars would appeal to those concerned about their calorie count

Mintel GNPD

Claims 2003 2004 2005 2006 2007No Additives/Preservatives 122 156 274 320 567Low/No/Reduced Sugar 124 129 231 318 520Vitamin/Mineral Fortified 204 201 210 277 271All Natural 91 81 88 134 242Organic 41 37 74 64 154Premium 47 53 66 53 140Children (5-12) 34 28 57 64 91Vegetarian 14 10 51 26 58Low/No/Reduced Calorie 32 27 51 69 51Seasonal 8 14 17 31 47

Top European Juice and Nectars Product Claims(# of New Products)


Juice and nectars’ product performance by country

• New juice and nectars products perform similarly in France, Germany, and Spain, generally hitting a baseline weekly sales mark by the second month of launching

Mintel GNPD IRIS


France sales performance: juice and nectars• In France, juice and nectars products outperform general

beverages in all three metrics of movement, distribution, and performance

• Rising sales units and distribution levels show that average juice and nectars new products in France typically gain popularity over other new beverage products, as indicated by their increasing demand

Mintel GNPD IRIS


Juice and nectars’ top claims’ performance levels

• France’s low/no/reduced sugar and no additives/preservatives claims outperform those in Germany, while Germany’s vitamin/mineral fortified claim outperforms France’s

Mintel GNPD IRIS

Low/No/Reduced SugarNo Additives/Preservatives

Vitamin/Mineral Fortified


Flavors segment into clear groupings

Flavors by flavor component group, global food and beverage, 2001-August 15, 20082001 2002 2003 2004 2005 2006 2007 2008 Total % change,

2006-2007Fruit & Vegetable 12,305 14,625 20,210 25,928 27,442 32,778 38,991 24,632 196,911 18.95%Sweet 4,171 4,817 7,448 10,095 10,343 11,963 14,414 8,984 72,235 20.49%Seeds & Nuts 2,862 3,447 5,264 7,204 7,397 8,309 10,186 6,487 51,156 22.59%Herbs & Spices 2,478 3,089 4,644 5,828 6,255 7,500 9,160 5,908 44,862 22.13%Savoury 1,589 2,196 3,101 3,983 3,941 5,056 6,055 4,125 30,046 19.76%Dairy 944 1,353 2,262 3,105 3,163 3,790 4,840 3,054 22,511 27.70%Fauna 1,058 1,373 1,865 2,503 2,460 3,464 4,255 2,781 19,759 22.83%Beverage 1,039 1,311 1,749 2,379 2,412 3,124 3,748 2,496 18,258 19.97%Bakery & Cereal 336 488 804 1,015 992 1,252 1,555 1,016 7,458 24.20%Flora 252 341 523 727 889 1,122 1,485 916 6,255 32.35%Total 21,665 26,418 37,803 49,605 52,325 63,121 75,303 47,590 373,830 19.30%Source: Mintel GNPD

Mintel GNPD


Most prevalent citrus types as expected

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1,200

1,400

2001 2002 2003 2004 2005 2006 2007 2008

Orange Lemon Lime Citrus Grapefruit

Top five most prevalent citrus flavors, food and beverage, Europe, by year 2001-September 2008

Mintel GNPD


Next most prevalent citrus types

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40

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2001 2002 2003 2004 2005 2006 2007 2008

Orange (Blood/Red Orange) MandarinGrapefruit (Pink) TangerineClementine

Mintel GNPD

Second five most prevalent citrus flavors, food and beverage, Europe, by year 2001-September 2008


Most common flavor blendsMost common flavor blends with citrus flavors,

Europe, 2001-September 2008Total % change,

2006-2007Lemon & Lime 1091 14%Orange & Mango 299 52%Chocolate (unspecified) & Orange 275 30%Honey & Lemon 270 4%Orange & Chocolate (unspecified) 233 24%Lemon & Mint 197 119%Cola & Lemon 166 10%Orange & Pineapple 145 -30%Orange & Cream 147 -18%Mango & Orange 146 19%Orange & Lemon 141 20%Orange & Passionfruit/Maracuja 131 -8%Cranberry & Orange 130 -8%Orange & Carrot 127 20%Orange & Peach 125 5%Chili Pepper & Lime 124 -22%Lime & Mint 108 -17%Lemon & Honey 91 -30%Pineapple & Orange 87 67%Lime & Lemon 87 -27%

Mintel GNPD

Flavor blends show significant diversity, thus

quite low number of introductions


Introductions by most active companies

2001 2002 2003 2004 2005 2006 2007 Jan-Sep 2008

Total

The Coca-Cola Company 37 60 81 76 100 64 74 67 559Nestlé 34 30 42 75 77 55 41 26 380Unilever 18 30 41 55 58 50 51 62 365Groupe Danone 17 18 37 71 77 48 37 17 322PepsiCo 15 40 44 53 62 40 32 33 319Cadbury Schweppes 22 23 21 43 60 33 32 24 258Carrefour 6 30 39 20 14 20 33 30 192Perfetti Van Melle 2 8 21 37 30 14 32 33 177Marks & Spencer 11 10 15 19 28 34 31 20 168Tesco 4 10 11 27 23 16 21 16 128Sainsbury's 23 29 10 12 23 7 11 9 124Wrigley 6 5 22 21 15 14 14 17 114Kraft Foods 7 13 29 18 3 18 14 11 113Eckes-Granini 3 13 10 25 18 16 11 8 104Lindt & Sprüngli 1 6 4 19 16 23 20 13 102

Mintel GNPD


Unilever’s Knorr Vie product line

Mintel GNPD

Knorr Vie

In 2005, Unilever launched its line of juice and nectars products called Knorr Vie into European nations. These smaller-sized beverages are condensed drinks with high portions of fruit and/or vegetables that contain very low sugar levels. One serving of Knorr Vie “meaning life” provides consumers with 50% of their daily fruit and/or vegetable servings. These drinks are offered in numerous unique flavor and ingredient combinations.


Performance of Knorr Vie in Orange-Banana-Carrot

Mintel GNPD IRIS

Production Description:Knorr Vie Fruit Juice makes it easy to obtain the five recommended portions of fruit and vegetables a day. It is available in: Banana-Pumpkin-Kiwi, Orange-Banana-Carrot, and Apple-Carrot-Strawberry. The product claims to be 200g of fruit and vegetables.

Important Findings:With unit sales, percentage of stores selling, and velocity each performing above France’s juice and nectars baseline, Knorr Vie excels in all measures.


Performance of Knorr Vie in Apple-Carrot-Strawberry

Mintel GNPD IRIS

Important Findings:This Apple-Carrot-Strawberry variant shows movement and distribution levels above Germany’s juice and nectars category benchmark, while barely trailing the broad segment in performance. A lower sales rate may be attributed to the product’s relatively recent introduction date to Germany.


Activity in citrus and citrus-flavored products

• Promoting the goodness of fruit• Fruit-based drinks with added healthy ingredients

– Probiotics– Vitamins, minerals– Other fortification ingredients

• Fruit in confectionery, desserts, bakery products• Appearance of fruit in other categories, including nonfood


Promoting the goodness of fruit

Heinz’s Sunshine Fruit Drink, Sweden, in Forest Berries & Tomato and Citrus Fruits & Tomato; Compal’s Essencial Duplo

fruit juice, Portugal, in a mango and orange variety; Pomegreat’s Pomegranate & Ruby Orange Juice Drink, UK


Goodness of fruit plus goodness of vegetables

Conserve Italia’s Solfrutta Ace Orange Carrot & Lemon Drink, Italy; Compal’s Vital Anti Ox Orange, Carrot & Mango

Nectar, Portugal, with added antioxidants to “help protect cells from free radicals”


Fruit plus probiotics

Clesa’s Activ Soya Defensas Orange Soy Drink, Spain, soy and fruit juice with probiotics; Auchan’s Probiotic Drinking Yogurt, Italy, in an

Agrumi (citrus) flavor


Goodness of fruit plus fortification

Firefly Tonics’ Firefly Water, Finland, with yerba mate; Firefly’s Detox Drink, Norway, in Lemon/Lime/Ginger and Wild Orange/Echinacea;

Ferrarelle’s Vitasnella Pineapple & Grapefruit Drink, Italy, fortified with B vitamins and magnesium


Alcoholic drinks

Moet Hennessy Diageo’s Picon beer, France, with added orange peel; William Pitterson Vodka Orange, France, alcoholic drink with

vodka and orange juice; MBG International’s Salitos Cuba Libre flavored beer, UK, made with cola, lime juice, and rum


Chocolate confectionery and fruit flavors

Cloetta Fazer’s Lemon Yoghurt Chocolate Bar, Finland; Sinergie’s Cioccolato di Modica Sicilian Citrus Flavored Dark Chocolate, Italy; Lindt & Sprungli’s

Dark Chocolate with Passion Fruit & Blood Orange filling, Europe


Non-chocolate confectionery and fruit flavors

Autodrop’s Fruit Gums, Netherlands, promoting real fruit juice content; Indaco’s Santa Top Pink Grapefruit and Aloe Vera Candies, Italy


Desserts

Dolfin’s Senso Freddo Lemon Sorbet, Italy, made with lemon juice from Sicily and vodka; Marks & Spencer’s Tarte au Citron Slices, UK; Albert

Heijn’s Pink Grapefruit Mousse, Netherlands


Bakery products

Nestle’s Fitness Chocolate & Orange Cereal Bars, Italy; Intermarche’s Chabrior Chocolate Covered Sponge Cake with Fruit Filling (lemon),

France; Lu’s Pim’s Blood Orange Jaffa Cakes, Russia


Activity in nonfood

Schwarzkopf & Henkel’s Thera-Med Pro-Nature Natural White Toothpaste, Greece, with lime and mint extracts; Reckitt Benckiser’s

Calgonit Powerball Dishwashing Power Tabs, Germany; Verla-PHarm’s Magnesium Verla 300 Dietary Supplement, Germany, in an

orange flavor


A few others of note

Asda’s Extra Special Lemon & Blueberry Cereal Bars, UK; Wrigley’s Orbit Chewing Gum, in Orange & Mint flavor; Aldi’s Mucci Orange &

Lemon Sorbet frozen novelties, France


And lastly: Conveying a healthy message

Innocent’s Orange Juice, UK


Conclusions

• Juice and nectars’ top claims are no additives/preservatives and low/no/reduced sugar, which point to the segment’s growing affiliation with healthier, “good for you” beverages

• Citrus and citrus-based flavors and scents form the backbone of sweet flavored products– Further ability to offer more flavor blends with citrus flavors– Potential to further leverage unique citrus varieties

• European market is similar to North America in terms of types ofproducts and types of flavors– Stronger focus on pairing chocolate with orange– More introductions of unique (to US consumers) citrus

varieties, e.g. blood orange• All citrus-based products carry that “good-for-you” halo


www.mintel.cominsight + impact

Lynn Dornblaser: [email protected]

312-932-0400

european trends in citrus products - uf/ifas oci · european trends in citrus products ... top five...

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