IntroductionThis case study on Minute Maid forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has been positioned to respond positively to changing consumer trends.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Minute Maid Case Study: promoting health to profit from consumer
mega-trends
Published on January 2010
Report Summary
Introduction
This case study on Minute Maid forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. It looks at how the brand has been positioned to respond positively to changing consumer trends.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Advances in technology have been a persistent theme in the Minute Maid story 2
Soft drinks market and juice category growth 3
Minute Maid is well placed to benefit from a burgeoning consumer interest in healthy diets 5
Minute Maid is keen to offer a wide variety of products with health attributes 7
Conclusions 8
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 10
Ask the analyst 10
Datamonitor consulting 10
Disclaimer 10
List of Tables
Table 1: Global soft drinks market value ($ billion), by region, 2005-15 3
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Table 2: Global juice market value ($m), by region, 2005-15 4
Table 3: Juice market value as a proportion of overall soft drinks market by region, 2005-15 4
Table 4: Consumer survey 2009: Influence of high/added vitamins and minerals on choice of food and drink, in 17 countries, 2009 5
Table 5: Consumer survey 2009: Frequency of making conscious attempts to eat healthily, in 17 countries, 2009 6
List of Figures
Figure 1: Minute Maid offers many health-oriented juice products 7
Figure 2: Minute Maid is attempting to make its market presence clearer and more compelling 8
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