In the mid-2000s, the popularity of juice peaked.
Then, it tanked.
Now, it’s back in a major way.
Find out why this time is different.
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Charlie Wettlaufer is the president and CMO of Goodnature, a cold-pressed juice equipment company.
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The shift seemed symbolicespecially given PepsiCos reasoning to focus on healthier drinks.
There was a time when juice was theembodimentof a healthy drink, a Crayola-colored beacon of wellness.
But now, many of the MVPs of the once-thriving juice world have moved on.
The once mega-popular New York City juice bar chain Organic Avenueshut down all of its locations in 2015.
Last year, Liquiteria, another NYC fave,did the same.
There was also this desire to squeeze in five servings of fruit and vegetables a day.
Nielsen says that it wasnt just any juice consumers were after: they wanted organic,cold-pressed juice.
Charlie Wettlaufer is the president and CMO of Goodnature, a cold-pressed juice equipment company.
The average price for a bottle was between $8 and $13.
A drink is like an accessory, saysShizu Okusa, who founded cold-pressed juice company Jrink in 2013.
Carrying around a cold-pressed juice sends a statement about yourself.
Carrying around a cold-pressed juice was a status symbol, she says.
It would be impossible to talk about the rise of juice without talking about juicing.
That was her [only] claim to fame, Sakoutis says.
That BluePrint was the first brand to really create a following.
We took it from being this weird fringy thing to something more accessible, she says.
In 2013, Sakoutis and co-founderErica Husssold the brand for $25 million.
His father and the companys founder, Dale Wettlaufer, invented a six-foot-tall juice press in the 70s.
But he says many of the big juice brands they worked with were unable to maintain their success.
The major reason for this, Wettlaufer explains, is that cold-pressed juice is expensive to make.
Real, cold-pressed juice made with fresh fruits and vegetables is hard to scale.
In fact, I would say its impossible.
She agrees with Wettlaufer that there is no way to scale cold-pressed juices while maintaining their integrity.
I was like, like dont do it!
I go 20 minutes out of my way to come here because you have real juice.
Stay the course!'
Nielsen says this was 100 percent the case.
These sorts of trends become really popular and then people get sick of them.
What happened with juice is that people started replacing it with protein drinks, which were suddenly everywhere.
Not so coincidentally, Nielsen says this was the same time theketogenic dietgained momentum.
The keto diet was thenumber one Googled health term in 2018and wassecond in 2019.
The eating plan has strict carb and sugar limitations and fruit juice is definitely not keto-approved.
Is green juice healthy?
In fact, shes all for juice.
That is, until COVID-19 hit.
How COVID-19 is affecting the juice business
Guess what?
This year is the best year weve had since peak juice, Wettlaufer says of Goodnatures business.
Our web traffic is double what it was last year.
There are thousands of little juice companies popping up all across the country, Wettlaufer explains.
Its also more personal, Wettlaufer says.
The [family-owned] shops selling high-quality juices are surviving and big brands selling nutrient-poor juice are not.
The future is clear: Consumers will only support juice that is truly worth the squeeze.
Despite major conglomerates selling off their juice brands, juice definitely isnt over.Juicingmay be over.
(Good riddance!)
Its still on the tableand in the hands of consumers across the country.
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