The significant reversal of trends marks a major change in buying habits, contradicting what the category has seen over the past two decades of steady declines. As states reopen and shopping behavior patterns continue to shift, sustained double-digit sales increases in frozen juice concentrates suggest longer-term stabilization and revitalization of the category.
"While we have seen a tremendous spike in frozen juice sales over the past 12 weeks, we are optimistic that these levels will remain elevated as we move forward," said Kevin Miller, Old Orchard Vice President of Marketing. "We understand much of the initial category growth is a result of consumers' 'panic buying', but the numbers have remained strong as stay-at-home orders have lifted, and restrictions have loosened. This leads us to believe that the frozen juice category, among others, has been reshaped by new consumer purchasing habits."
Consumers returning to the frozen juice concentrate aisle, or in some cases just discovering it, appreciate the value it offers compared to ready-to-drink varieties, and that they are naturally more sustainable due to the concentrate format and reduced shipping weight. Old Orchard is the only brand of frozen concentrates packed in a leak-proof, microwave-safe and earth friendly recyclable canister. Additionally, juices are preserved naturally in a frozen state, which aligns with consumer interest in minimally processed foods.
The frozen juice category saw a surge of shoppers during the initial pandemic buying, with unit sales up 145% in mid-March over prior period, and a 111% increase in the number of households buying. The boost in sales can be almost entirely attributed to more shoppers buying frozen juice, rather than stockpiling, as is being seen in other grocery and household categories.
The COVID-19 crisis may be prompting consumers to rediscover legacy or "comfort" brands according to a recent Mattson Insights & Strategy Team study. This data echoes the feeling Old Orchard juices have provided to consumers for more than 40 years.
Old Orchard's existing juice lineup spans more than 40 frozen concentrates and 60 bottled varieties of fruit juices and juice drinks.
For more information on Old Orchard Brands, please visit www.oldorchard.com. To stay up to date on the latest news and promotions, visit Old Orchard on Facebook and Twitter.
About Old Orchard Brands
Old Orchard Brands is based in Sparta, Mich., and is one of the leading producers of shelf-stable juices and frozen juice concentrates in the nation. Old Orchard also offers over 20 varieties of craft juice concentrates for use in beer, wine and other food and beverage applications. More information about the company and its juice offerings can be found on the brand's website: www.oldorchard.com