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Juice Marketers Adding New Products to Lift Flat Fruit Product Sales

NEW YORK - Product innovations, convenience, and healthy lifestyles may juice up fruit product sales, according to a new report from market research publisher Packaged Facts.

According to the report, titled "The U.S. Market for Fruit Products," fruit product sales growth has slowed in part because of sluggish juice sales, which represent three-quarters of the total fruit product market. Tarnished by their carb content, fruit juice sales declined 1.4 percent to $16.7 billion in 2003.

But the fruit product industry is striking back. Juice marketers increased new product introductions in 2003 by 10 percent, pushing dieter-friendly formulations and addressing changing consumer tastes. Protein-fortified and low-sugar juices are just some of the new products designed to help consumers meet weight loss goals while maintaining bone and muscle mass.

Adult consumers are also demanding fruit products that are portable, much as kids take aseptic juices and fruit snacks in their school lunchboxes, the report says. To meet the on-the-go consumer's demand for healthy snacks and beverages, fruit product marketers have been focusing on snack, or single-serve, sizes, and resealable packaging.

"Health and convenience -- it's the mantra of the food industry these days, and fruit products hit both notes," said Don Montuori, acquisitions editor for Packaged Facts. "Fruit snack packs outpaced other snacks in sales for 2003, pomegranate juice is the hot new drink, and companies are adding fruit in the hopes of reviving sweet baked goods sales."

"The U.S. Market for Fruit Products" examines the trends and products in the U.S. market for fruit juices and drinks, packaged fruit, and fruit confectionery. Trends for growth and sales projections of fruit products are included through 2008. Consumer demographics and their impact on sales, and up-to-date competitive marketer profiles, including up-and-comers, are featured. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food industry.
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