As consumer interest in carbonated soft drinks wanes, the “cola war” between the Coca-Cola Company and PepsiCo has shifted over to the fruit and vegetable juice aisle.
The soft drink giants' interest in the sector should come as no surprise. According to data from Packaged Facts, the juice market is expected to top $21 billion in 2017 as marketers introduce more low-calorie products and target multicultural households and health-conscious Millennials and Boomers.
As the top two brands in the mass market, PepsiCo (Tropicana) and Coca-Cola (Simply and Minute Maid) dominate with a third of the market share. Campbell Soup Company, which already owned the V8 brand, gained ground with its $1.55 billion acquisition of Bolthouse Farms in 2012, and familiar brands like Ocean Spray and Kraft (which owns Capri-Sun and Kool Aid) remain in the mix.
These are the top seven companies by market share for the 52 weeks ending January 27, 2013:
1. Coca-Cola Company––19.5%
2. PepsiCo––14.2%
3. Campbell Soup Company––7.2%
4. Ocean Spray Cranberries Inc.––6.4%
5. Kraft Foods Inc.––5.3%
6. Dr. Pepper/Snapple Group––4.8%
7. Citrus World Inc.––4.1%
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