Building on Trends in Citrus in North America ICBC - 2014 - - PowerPoint PPT Presentation

Building on Trends in Citrus in North America

ICBC - 2014

FlavourVisionTM 2012 Beverage Trends

FlavourVisionTM 2013 Beverage Trends

LEMON

All American

Powdered Drink Mixes Sparkling Water Fresh Juice Experience

Lime

All Family

Refreshing

Excited

Beer

Real Food

Vodka

Fresh

Signature

Kids

Simpler Labels

Combination Flavors Fresh Made

QSR

Happy

Childhood Memories

Arnold Palmer LEMONADE Sweet Tart

Picnic

Tea

Strawberry Raspberry Peach

Honey

LIME

Cola

Sparkling Water

Kaffir

Garnish

Refreshing

Vodka Excited

Beer

Combination Flavor

Strawberry

Fresh Cut

Key Lime Adults

Margarita

Anticipation

Restaurant Menus

Mojito

Lemon

Squeeze

Mexican

Supply Challenges

Cherry Blackberry

Alcohol

Mixology

Limade

ORANGE

Tangerine

Sparkling Juice

Kaffir Valencia

Refreshing

Sweet Excited

Beer

Satisfying

Clementine

Mango All Family

Vodka

Happy

Mandarin

Blood Orange

Juice

Squeeze

Florida

Expensive

Citrus Punch Pineapple

Green Tea

Morning

California

Soda

Cara Cara Breakfast

GRAPEFRUIT

Bitter

Sparkling Water

Soda

Refreshing

Sweet Excited Satisfying

Pummelo

Pineapple Ruby Red Surprised

Florida

Pink

Juice

Squeeze

Texas

Whole Fruit

Citrus Punch

Tea

Morning

Sparkling Juice

Energy

Drug Interaction

Lemon Combinations Lime - Alcohol Lime – Non-Alcohol Grapefruit Orange Varietals: Tangelo, Clementine, Kumquat Pummelo Orange Varietals: Blood Orange, Tangerine, Mandarin

10

FOCUS GROUPS ON-LINE CONSUMER SURVEY

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FLAVOR INTEREST

64% 53% 54% 38% 40% 48% 36% 31% 26% 33% 27% 31% 12% 16% 23% 25% 15% 3% 4% 5% 6% 6% 1% 1% 1% 2% 1%

Not At All Interested Not Very Interested Somewhat Interested Very Interested Extremely Interested

64% 53% 54% 38% 40% 48% 36% 31% 26% 33% 27% 31% 12% 16% 23% 25% 15% 3% 4% 5% 6% 6% 1% 1% 1% 2% 1%

Not At All Interested Not Very Interested Somewhat Interested Very Interested Extremely Interested

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CITRUS CONSUMPTION FREQUENCY

23% 30% 36% 6% 5%

More than once a day Once a day Several times/week Once per week Few times/month Less often once a month

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32% 32% 27% 17% 24% 20% 13% 15% 60% 49% 63% 51% 44% 38% 43% 52% 5% 13% 8% 16% 13% 9% 11% 13% 2% 6% 1% 15% 19% 32% 32% 20%

Don't consume this flavor Less Often The Same Amount More Often

Lemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin

CITRUS CONSUMPTION TRENDS

Clementine

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FLAVOR OBSERVATION TRENDS

46% 43% 32% 23% 30% 36% 19% 29% 41% 41% 52% 47% 44% 27% 36% 42% 12% 12% 14% 20% 21% 24% 23% 20% 1% 4% 1% 9% 4% 13% 21% 9%

Not Sure Seen Less of This Flavor Seen About The Same Amount of This Flavor Seen More Of This Flavor

Lemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin Clementine

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WHICH FLAVORS WOULD YOU LIKE TO SEE MORE IN THE NEXT YEAR?

39% 41% 42% 33% 32% 38% 27% 33% 35% 32% 32% 39% 21% 28% 33% 37% 20% 19% 21% 23% 25% 22% 30% 25% 6% 6% 4% 4% 12% 8% 6% 4% 1% 1% 1% 0% 9% 3% 4% 1%

Strongly Disagree Somewhat Disagree Neither Agree nor Disagree Somewhat Agree Strongly Agree

Lemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin Clementine

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CITRUS FLAVOR VALUE PERCEPTION

0% 20% 40% 60% 80% 100% 53% 58% 47% 49% 51% 49% 45% 49% 47% 51% 57% 49% 49% 42% 42% 54% 48% 49% 45% 45% 23% 20% 21% 28% 31% 28% 29%

Premium Middle of the Road Economy

• Flavors with varietal descriptors

generally seen as more premium

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PERCEIVED VALUE VERSUS “ORANGE”

0% 20% 40% 60% 80% 100% Cara Cara Orange Blood Orange Moro Blood Orange Navel Orange Mandarin Clementine Orangeade Tangerine 51% 51% 52% 23% 37% 33% 21% 28% 44% 43% 40% 70% 59% 57% 49% 66% 5% 6% 8% 6% 4% 9% 30% 6%

Pay more Pay same Pay less

Lemon Combinations Lime - Alcohol Lime – Non-Alcohol Grapefruit Orange Varietals: Tangelo, Clementine, Kumquat Pummelo Orange Varietals: Blood Orange, Tangerine, Mandarin Orange Varietals: Blood Orange, Tangerine, Mandarin Lemon Combinations Lime - Alcohol Lime – Non-Alcohol Grapefruit Orange Varietals: Tangelo, Clementine, Kumquat Pummelo