icbc - 2014 · lemon all american powdered drink mixes sparkling water fresh juice experience lime...
TRANSCRIPT
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Building on Trends in Citrus in North America ICBC - 2014
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FlavourVisionTM
2012 Beverage Trends
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FlavourVisionTM
2013 Beverage
Trends
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LEMON
All American
Powdered Drink Mixes Sparkling Water
Fresh Juice Experience Lime
All Family Refreshing
Excited
Beer
Real Food
Vodka
Fresh
Signature
Kids Simpler Labels
Combination Flavors Fresh Made
QSR
Happy
Childhood Memories
Arnold Palmer LEMONADE
Sweet Tart
Picnic Tea
Strawberry Raspberry Peach
Honey
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LIME Cola
Sparkling Water
Kaffir
Garnish Refreshing
Vodka
Excited
Beer
Combination Flavor
Strawberry
Fresh Cut
Key Lime
Adults
Margarita
Anticipation
Restaurant Menus
Mojito Lemon
Squeeze
Mexican
Supply Challenges
Cherry
Blackberry
Alcohol
Mixology Limade
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ORANGE Tangerine
Sparkling Juice
Kaffir
Valencia Refreshing
Sweet
Excited
Beer
Satisfying
Clementine
Mango
All Family
Vodka
Happy
Mandarin
Blood Orange Juice
Squeeze
Florida
Expensive
Citrus Punch
Pineapple
Green Tea
Morning
California
Soda
Cara Cara Breakfast
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GRAPEFRUIT Bitter Sparkling Water
Soda Refreshing
Sweet
Excited
Satisfying
Pummelo
Pineapple
Ruby Red
Surprised
Florida
Pink Juice
Squeeze
Texas
Whole Fruit
Citrus Punch
Tea
Morning
Sparkling Juice
Energy
Drug Interaction
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Lemon Combinations
Lime - Alcohol
Lime – Non-Alcohol
Grapefruit
Orange Varietals:
Tangelo, Clementine, Kumquat
Pummelo
Orange Varietals:
Blood Orange, Tangerine, Mandarin
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10
FOCUS GROUPS ON-LINE CONSUMER
SURVEY
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11
FLAVOR INTEREST
64%53% 54%
38% 40%48%
36%
31% 26%
33% 27%
31%
12% 16%23%
25%
15%
3% 4% 5% 6% 6%
1% 1% 1% 2% 1%
Not At AllInterested
Not VeryInterested
SomewhatInterested
Very Interested
ExtremelyInterested
64%53% 54%
38% 40%48%
36%
31% 26%
33% 27%
31%
12% 16%23%
25%
15%
3% 4% 5% 6% 6%
1% 1% 1% 2% 1%
Not At AllInterested
Not VeryInterested
SomewhatInterested
VeryInterested
ExtremelyInterested
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12
CITRUS CONSUMPTION FREQUENCY
23%
30%
36%
6% 5%More than once aday
Once a day
Several times/week
Once per week
Few times/month
Less often once amonth
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13
32% 32%27%
17%24% 20%
13% 15%
60%49% 63%
51%44%
38%43%
52%
5%
13%
8%
16% 13%
9% 11%
13%
2%
6%
1%
15% 19%
32% 32%
20%Don'tconsume thisflavor
Less Often
The SameAmount
More OftenLemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin
CITRUS CONSUMPTION TRENDS
Clementine
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14
FLAVOR OBSERVATION TRENDS
46% 43%32%
23%30%
36%
19%29%
41%41%
52%
47%44%
27%
36%
42%
12%12% 14%
20%21%
24%
23%
20%
1% 4% 1%9%
4%13%
21%
9%Not Sure
Seen Less of
This Flavor
Seen About
The SameAmount of This
FlavorSeen More Of
This Flavor
Lemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin Clementine
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15
WHICH FLAVORS WOULD YOU LIKE TO
SEE MORE IN THE NEXT YEAR?
39% 41% 42%33% 32%
38%
27%33%
35% 32% 32%
39%
21%
28%
33%
37%
20% 19% 21% 23%
25%
22% 30%
25%
6% 6% 4% 4%
12%
8% 6%4%
1% 1% 1% 0%
9%
3%4%
1%StronglyDisagree
SomewhatDisagree
Neither Agreenor Disagree
SomewhatAgree
Strongly AgreeLemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin Clementine
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16
CITRUS FLAVOR VALUE PERCEPTION
0%
20%
40%
60%
80%
100%
53%58%
47% 49% 51% 49%45%
49% 47%51%
57%
49% 49%
42% 42%
54%
48% 49%45% 45%
23%20% 21%
28%31%
28% 29%
Premium
Middle of the Road
Economy
• Flavors with varietal descriptors
generally seen as more premium
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17
PERCEIVED VALUE VERSUS “ORANGE”
0%
20%
40%
60%
80%
100%
Cara CaraOrange
Blood Orange Moro BloodOrange
Navel Orange Mandarin Clementine Orangeade Tangerine
51% 51% 52%
23%
37%33%
21%
28%
44% 43%40%
70%
59%57%
49%
66%
5% 6%8%
6% 4%9%
30%
6%
Pay more Pay same Pay less
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Lemon Combinations
Lime - Alcohol
Lime – Non-Alcohol
Grapefruit
Orange Varietals:
Tangelo, Clementine, Kumquat
Pummelo
Orange Varietals:
Blood Orange, Tangerine, Mandarin
Orange Varietals:
Blood Orange, Tangerine, Mandarin
Lemon Combinations Lime - Alcohol
Lime – Non-Alcohol
Grapefruit
Orange Varietals:
Tangelo, Clementine, Kumquat
Pummelo
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