Category Management

Market Facts

  •   Ambient Ready To Drink (RTD) juice market  is valued at approx. €80 million per annum.
  • The RTD multi-pack juice section is a valuable category that is often under represented in terms of space in-store.
  • The category consists of Fruit Juices (Pure Juice) & Juice Drinks (products that are primarily water based).
  • A well-established brand with Irish consumers, Sqeez is the No.1 branded RTD Fruit Juice in Multiples in Ireland.
  • Capri-Sun is the No.1 selling RTD Juice Drink. Other favourite Juice Drinks include Amigo, Ribena and Robinson's Fruit Shoots.
  • Amigo is a firm favourite with Irish kids and continues to perform well in this category.

Category Insights

  • As with Litre Juices, Orange continues to dominate, accounting for over 36% of all Multi-Pack RTD sales in Ireland. However, Apple and Blackcurrant are also very popular flavours with children. Orange, Apple and Blackcurrant combined account for 60% of all RTD sales.
  • While there is always a steady consumer demand for RTD Juices throughout the year, sales tend to peak at 'Back To School' times in August/September and after Christmas. Extra shelf space should be given to RTD Juices in-store at these times in particular.
  • This category continues to perform well given the general positive image of juice and its health benefits compared to soft drinks
  • RTD pure juices are an easy way of improving the general nutrition of children and guaranteeing you one of your five a day.

Recommended Range

RTD multi-pack juices have shown strong growth in recent years and it's a category retailers are now opening up on to increase sales in-store.

To maximise sales from the category it is essential to stock the KEY SELLERS in the market. Sqeez & Amigo are two of the biggest selling brands in this category and their key selling lines are listed here.

Top 5 Batchelors RTD Sellers:-

  • Sqeez Pure Orange Juice 6 x 200ml
  • Sqeez Pure Apple Juice 3 x 200ml
  • Sqeez Pure Orange Juice 3 x 200ml
  • Amigo Orange & Tropical Juice 4 x 250ml
  • Amigo Apple & Blackcurrant Juice 4 x 250ml

For a more detailed recommended range and layout for this category check out the planograms below.

Planograms & Merchandising Guidelines

  • 'Ready To Drink' multi-pack juices should be located adjacent to Ambient Litre Juices in a well-merchandised comprehensive drinks section that includes carbonates, water and dilutes.
  • The RTD multi-pack category should be brand blocked. This makes the category easier to merchandise, more aesthetically pleasing and informs clearly what is available within each brand.
  • The planograms below are built based on current market information. Products are allocted space according to market share and 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 RTD Planogram

 
2 Bay RTD Planogram

Click on the above link to download this planogram and all supporting documentation to your computer

1 Bay RTD Planogram
1 Bay RTD Planogram

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