Frozen Concentrated Juice Disappears from Shelves This Year
Frozen concentrated juice is disappearing from shelves across Canada, following a trend in declining consumer demand. Minute Maid, a well-known brand owned by Coca-Cola, will discontinue its frozen juice offerings by April. This decision marks a significant shift in beverage availability, as Coca-Cola transitions away from products that no longer align with current consumer preferences.
Coca-Cola’s Withdrawal from Frozen Juice
As confirmed by a spokesperson for Coca-Cola, popular frozen juice products such as orange juice, lemonade, Fruitopia fruit punch, and the Five Alive juice blend will no longer be sold. This change comes just months after Lassonde, a Canadian company that produces brands like Oasis and Kiju, exited the frozen concentrated juice market. Their departure indicates a broader trend regarding consumer choices in this category.
Market Impact and Industry Response
The shrinking market for frozen juice is notable. Zhe Zhang, an assistant professor of marketing at Western University’s Ivey Business School, explained that the exit of significant brands signals a broader issue than brand recognition or pricing. It reflects a profound decline in market demand, suggesting the category is nearing the end of its lifecycle.
- Frozen juice consumption in Canada is down to 7% of total juice sales.
- The frozen juice sector is the least profitable within the juice market.
Changing Consumer Preferences
Over the past decade, Canadian beverage trends have shifted significantly. Increased consumption of tap water and heightened awareness about sugar intake among parents have contributed to this. Market insights reveal that innovative functional beverages, like kombucha and prebiotic sodas, are rapidly gaining popularity.
The Nostalgia Factor
Although frozen juices may be disappearing, they hold a nostalgic value for many Canadians. The products were often used in festive cocktails known as “slush,” particularly during the holiday season. Some locals are already contemplating alternatives to their cherished recipes, such as using fresh juice instead.
Looking Ahead: Opportunities for Small Brands
Despite the challenges posed by the discontinuation of major brands, there are potential opportunities for smaller Canadian companies. Gary Sands, senior vice-president of the Canadian Federation of Independent Grocers, noted that reduced product choices could motivate smaller enterprises to innovate and fill the void left by larger brands.
Ultimately, while the departure of frozen concentrated juice brands from Canadian shelves marks the end of an era, it may also pave the way for new developments in the beverage industry.
