Executive Summary
Welcome to the fresh juice sector boom. Ownership changes, endless juice bars, constant new players and fresh juice redefined, seems like it was only yesterday that we had orange juice and nothing else.
An industry project was carried out to gain insight of consumer brand perception of Australia’s leading fresh juice brands. The intention was to determine the brand equity through various attributes of the Top 5 fresh juice brands in Australia, which would include Boost, Nudie, Daily Juice, Golden Circle and Original.
For two weeks in September (14th September 2007 to 1st October 2007), teams were sent out to gather primary data via random face-to-face interviews on Macquarie University grounds and surrounding public areas. With the cluster of n=1825 samples, the data was sorted out and analyzed.
With the majority of interviewees being young students and working adults, it is no surprise that with its perceived young and dynamic image, Boost came up tops in brand awareness and preference. Daily Juice was a constant second while the rest were relatively even.
By comparing brand attributes and generating independent images, we were able to capture both essence and problematic issues of each brand.
While Boost is the clear leader, we recommend that they take small steps to address the price dissatisfaction expressed by consumers.
Daily Juice is a comfortable second but the perceived lack of dynamism may be hurting their long-term potential with the young crowd.
Golden Circle faces an uphill task to preserve its market position (especially if it rested on its laurels) and would do good to address issues regarding “variety”, “refreshing” and “healthy” attributes.
Nudie should capitalize on its ...