Category Management

Ambient Litre Juice

Market Facts

  •  The total juice market is valued at over €100 million per annum. This makes it larger than tea, coffee and mineral water. It is now the second largest soft drinks market after carbonates.
  • Ambient juice is valued at approximately €60 million per annum and is therefore considered an extremely important category for retailers.
  • Ambient Fruit Juice (pure juice such as Orange & Apple) accounts for 55% of total ambient sales.
    While Ambient Juice Drinks (products that are primarily water based) such as Cranberry & Blueberry continue to perform strongly.
  • The three main brands within this market are Sqeez, Ocean Spray and Private Label, which account for over 60% in value of the Irish Market.
  • Sqeez is the No.1 selling brand of fruit juice in Ireland. 

Category Insights

  • Juice is no longer perceived as a morning/breakfast only drink as it is increasingly being used across the day.
  • Core Flavours such as Orange, Apple and Cranberry tend to dominate the category.
  • Juice is generally a pre-planned purchase with little time spent at the section, consumers tend to purchase within a narrow repertoire of products. Consumers are heavily brand loyal, therefore the section should be blocked by brand.
  • The top 20 products in this category account for over 58% of the total volume sales in the convenience channel. Stocking these products in a more focused way will boost sales and grow the category in-store, while reducing out of stocks. These key sellers are represented within the suggested planograms for this category as highlighted below.
  • The ambient juice category should be positioned within a comprehensive drinks section to include dilutes, ready to drinks, minerals and water. It should be adjacent to associated categories such as breakfast cereal and cereal bars.

Recommended Range

To maximise sales of Ambient Litre Juice in-store, it is essential to stock the core range of key sellers in the market.

Sqeez is the brand leader with 25% of total market sales and the TOP 10 selling Sqeez products are:

  • Sqeez Pure Orange Juice 1L
  • Sqeez Pure Orange Juice 1L 3 Pack
  • Sqeez Cranberry Juice Drink 1L
  • Sqeez Pure Orange with Juicy Bits 1L Twin Pack
  • Sqeez Pure Apple Juice 1L
  • Sqeez Pure Pineapple Juice 1L
  • Sqeez Pure Multi Vitamin Juice 1L
  •  Sqeez Wild Blueberry Juice 1L
  • Sqeez Pure Orange with Juicy Bits 1L
  • Sqeez Pure Apple Juice 1L Twin Pack

Stocking these KEY SELLERS will help maximise sales from current shelf space. For a more detailed recommended range for this category see planograms below which are based on current market information.

Planograms & Merchandising Guidelines

  • Implementation of these plans in-store will help optimise category performance, maximising purchase from the overall category as products are allocated space according to market share and current rate of sale in the Irish market.
  • Following these planogram and merchandising guidelines will remove clutter from the category, making the area more identifiable and easier to shop.

Note: Adobe Acrobat Reader is required to open these Planograms, if you do not have this on your computer click here to download Adobe Acrobat Reader

2 Bay Juice Planogram.pdf
Click on the above link to download this planogram and all supporting documentation to your computer

1 Bay Juice Planogram.pdf
Click on the above link to download this planogram and all supporting documentation to your computer

For Further Information Contact:

72-74 Bannow Road, Cabra West, Dublin 7, Ireland
Telephone: + 353 1 8823255
E-mail address: catman@batchelors.ie