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Juices and smoothies are cashing in on their health credentials. After years of stagnating sales amid concerns about their sugar content, the pandemic has pushed their functional benefits – crucially, their high vitamin content – into the spotlight.
Total category sales are up 9.5% to almost £1.4bn [Kantar 52 w/e 27 December 2020] thanks in part to the overall rise in grocery sales during multiple lockdowns.
But it’s telling that the particularly strong performers have been freshly squeezed juice, up 18.7%, and smoothies, up 13.3%. That’s because their growth has been propelled by some savvy health cues – a trend that could determine the future of the category.