From THE HINDU group of publications
Friday, November 02, 2001


Fruit juices now a social drink: Study -- Tropicana tops on taste, health, purity parameters

Ratna Bhushan


FOR once, it's the turn of branded fruit juice marketers to uncork the bubbly.

If the findings of a `usage and attitude' study conducted by market research agency Indica Research across 1,200 adults in SEC-A and SEC-B households in Delhi and Mumbai are anything to go by, then it's not just champagne and colas that qualify as social beverages. Packaged fruit juices are as much recognised as social drinks now, with dominant consumption being observed in the company of family and friends.

Fruit juices are perceived as anytime beverages, with consumption being spread more or less evenly between the mid-mornings, afternoons and evenings. And GeneratioNow is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials.

Among packaged fruit beverages, the `awareness to trial' ratio of PepsiCo's Tropicana juice brand has been rated the highest. Up to 17 per cent of the respondents were aware of Tropicana, while the brand's trial stood at 11 per cent. Also, eight per cent of the respondents stocked the brand at their homes.

Other parameters where Tropicana edged out competitors included taste, health, purity and nutrition, according to the study. Tropicana was also perceived as `reasonably priced'.

Another interesting finding is that the average Indian may have a legendary weakness for mango, but when it comes to preference of fruit-based juices, his choices are in tune with international trends. Therefore, it is orange juice that is the most preferred fruit juice flavour in India, followed by apple, sweet orange and mixed fruit.

The findings indicate that most packaged juice drinking consumers travel abroad on holidays. Other attributes of branded juice consumers include employment of domestic help, ownership of assets and credit cards, and health consciousness with 80 per cent respondents going to aerobic classes or working out at gymnasiums.

Understandably therefore, awareness and trial levels of packaged juices are higher within the SEC A category, than among SEC B consumers, the majority of whom rated these as aspirational.

While awareness levels are similar in both Mumbai and Delhi, more trials are generated by Delhiites than their counterparts in Mumbai.

As a clear indication that consumers perceive fruit juices as a grocery purchase, 60 per cent of the respondents consume fruit juices at home. While 55 per cent of the respondents consumed 1-litre packs at home, 45 per cent consumed 200-ml packs.

The Rs 100-crore packaged fruit juice market is estimated to be growing at 25-30 per cent annually, with Tropicana and Dabur Foods' Real holding 40 per cent market share each.

  Related links:
Juices threaten to take fizz out of aerated drinks

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