EcoFocus: While Tropicana and Minute Maid are the most purchased juice brands, eco-friendly moms are significantly more likely than other moms to buy Odwalla, Naked, Florida's Natural, Simply Orange

LOS ANGELES , February 20, 2014 () – In a 2013 EcoFocus study, eight different brands were considered by EcoAware Moms who were asked to state the brands they purchased within a six-month period. The following is a ranked order of the brands the respondents said they purchased:

Juice Brand

EcoAware Moms

Purchased

Past 6 mos

EcoAware Moms Index*
to Other Moms,
Purchased

Past 6 mos

 

 

 Tropicana

46%

98

 

 

Minute Maid

46%

94

 

 

Capri Sun

41%

93

 

 

Simply Orange

41%

128

 

 

Florida’s Natural

37%

123

 

 

Sunny D

33%

97

 

 

Naked Juice

29%

223

 

 

Odwalla

19%

271

 

 


Tropicana and Minute Maid are the most purchased juice brands because of their dominant positions in the overall juice market. When the responses from EcoAware Moms were compared with those from the other moms, EcoFocus found that EcoAware Moms are significantly more likely than other moms to buy Odwalla, Naked Juice, Simply Orange and Florida’s Natural.

Since there is a great deal of cross-buying that is driven by discounts and promotions, according to Linda Gilbert, CEO of EcoFocus, opportunities exist for juice brands to create a more loyal customer base by leveraging behavioral trends among eco-friendly parents. Gilbert cited a few examples of trends among mothers who buy juices or juice drinks:

• 97% of EcoAware Moms, versus 92% of all moms, think that it is important for their children to understand the impact they have on the environment based on the choices they make
• 83% of EcoAware Moms, versus 73% of all moms, think that it is extremely or very important to set a good example of eco-friendly behavior for their family
• 83% of EcoAware Moms, versus 73% of all moms, look for changes that they can make as a family to live a greener lifestyle

Packaging and label design can be excellent platforms that allow eco-friendly parents to create teachable moments with their family and embrace desirable product ingredients or features, as the EcoFocus study finds that:

• 83% of EcoAware Moms try to buy products in recyclable packaging, a stable trend since 2010
• 75% of EcoAware Moms try to buy beverages that use less plastic in their packaging, also stable since 2010
• 64% of EcoAware Moms compared to 32% of other moms pay attention to where the ingredients in my foods or beverages are grown

“Don’t leave the information on your website!” Gilbert said. “Create an environment on your package to tell your story.” Brand perceptions are shaped by the product ingredients, information on the package, and the type of package much more so than advertising and information found on websites, finds EcoFocus.

* Index Explanation:
123 = 23% more likely
100 = just as likely
93 = 7% less likely

About EcoAware Moms:

73% of Moms are EcoAware Moms, up 4 points since 2010. EcoAware Moms see eco-friendly actions as part of their family’s healthy lifestyle and eco-friendly values are becoming part of how they define being a good parent. 52% of EcoAware Moms are Millennial Moms and 34% are Gen X Moms.

Linda Gilbert is CEO of EcoFocus Worldwide, a consultancy in consumer research, marketing and portfolio strategy for consumer product manufacturers, retailers, restaurants, packaging and ingredient suppliers. She can be reached at linda@ecofocusworldwide.com


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