Australian Fruit Juice Industry Report

Executive Summary
The purpose of this report was to examine the Australian Fruit Juice industry. Research for this report included the IBISWorld Fruit Juice Drink Manufacturing report. The Australian Fruit Juice industry consists of 56 wide ranges of beverages including flavoured water, iced tea, and fruit drink and fruit juice, with 4 major companies representing 71.5% share. The industry had an annual growth of 1.1% in 2008-13, businesses profited over $106.2m creating the industry revenue of $2.0 billion. The major findings indicate the importance of correct advertising and labelling of fruit juice this ensures that no legal matters are taken against the business, how black-label brands hold a 10% share of the market holding a threat to other business with the ability to charge lower prices and committing more shelf space to their own fruit juices and how important it is for business to follow customer trends as they hold the purchasing power. The report also compares and contrasts Boost Juice Bars and Spring Valley Juice marketing strategies, recommending that Boost Juice Bars continue on with their strong marketing mix and Spring Valley focus on their customer trends and target market. The report also recommends the industry swap to BPA free plastic bottles to better enhance their brand and health and safety of their consumers.

Table of Contents
1. Introduction …………………………………………………………………………………3
2. Fruit Juice Industry Overview …………………………………………………………3
3. Environmental Analysis
3.1 Fruit Juice Industry Warned …………………………………………………4
3.2 Private-label Brands to Take Over …………………………………………5
3.3 Consumer Trends …………………………………………………………6
4. Marketing Analysis 4.1 Defining the Target Markets …………………………………………………6 4.2 Product Offering …………………………………………………………………7 4.3 Target Consumers with Promotion …………………………………………7