Comax research reveals more than half of US consumers tested prefer juice with pulp


07 Sep 2017 --- Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards Juice. Comax Flavors’ research finds that 58 percent of 174 adult US respondents prefer pulp in their orange juice compared to 42 percent who prefer no pulp. Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards juice. 

This is the second study of the company’s primary market research program. The Juice study was fielded in February 2017 with 500 US respondents aged 18-70+, half of which were parents of children aged 1-17. “Because health and wellness is a popular topic and juice has a natural healthy halo, Comax wanted to explore juice consumption habits and usage among the general population,” states Catherine Armstrong, Vice President of Corporate Communications for Comax Flavors.
Comax has partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program and Costello Creative Group to translate the data into creative, fun and easy-to-read infographics. Additional Comax studies include flavored water, nutrition and performance products, yogurt, and non-dairy products including alternative milk, non-dairy creamers, plant-based yogurts and frozen desserts.

Below are a few of the study highlights:
• “Flavor” is the number one driver of juice purchases among adults and parents of children aged 1-17 years old with half (51 percent) of respondents citing it as the most important attribute

• Shy of half (45 percent) of adults and parents of children aged 1-17 years old cite “All Natural” as the second most important attribute driving juice purchases

• “Orange juice” is the number one flavor consumed by both adults and children with 70 percent of adults and 71 percent of children consuming orange juice

• Among adults who drink orange juice, 58 percent prefer “pulp” compared to 42 percent “no pulp”

• Gen Z, born 1996 and later, (63 percent) are the heaviest drinkers of “Tropical” juice while half of all 3-17-year-old children drink “Tropical” juice

• Only 17 percent of adult respondents “dilute” their juice and Gen Z is the only generation that does not “dilute” their juice
• 45 percent of parent respondents “dilute” their children’s juice; more than half (61 percent) use “non-carbonated water,” shy of half (45 percent) use “carbonated water” and less than a third (28 percent) use “flavored water”

• 44 percent of adult respondents noted they drink juice as an “alternative to a snack, dessert or meal replacement” while 54 percent of children drink juice as an “alternative to a snack or dessert”

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