Soft drinks - juices & smoothies 2025: Functional juice shots fuel growth

Juice & smoothie brands shifted 4.3 million more litres – with those players boasting functional benefits reaping the biggest rewards, having helped “to attract new shoppers and re-engage existing ones”, says Arturo Caballero, NIQ senior analytics executive.

That’s why Moju continues to press ahead. It’s added £9.3m on volumes up 53.3%. “With inflation putting pressure on pricing in core juice, shoppers are seeking out products that deliver better value for money,” says  Jon Marchant, Moju marketing director.

“In particular, shoppers are putting health above price for the first time, willing to pay more for products that offer functional benefits, especially those delivered through naturally functional superfood ingredients, such as ginger, turmeric and coconut water.”

Smaller brand Plenish is another success story. Its juice shots have more than doubled in value and volumes. They’re now worth £17.4m.

“There’s no doubt the functional drinks market is crowded and supermarket aisles can be overwhelming, especially as brands push to compete amid inflation and rising ingredient costs,” says Alex Petrogiannis, Plenish marketing director.

“At Plenish, we stand out with clear pack design and simple messaging that our shots are made with plant-based ingredients and fortified with targeted vitamins or minerals to support a specific benefit, from immunity to energy to gut health.”

Unsurprisingly, the category’s powerhouses are also looking to shots to fuel growth. Take number one Innocent, which has shed 2.4 million litres. In November, it rolled out three 80ml shots: Ginger & Turmeric, Gut Health and caffeinated Wake Up.

“The launch reflects our ongoing ambition in leading the functional drinks space in Europe, making health-led innovation more accessible to mainstream shoppers,” says Innocent Drinks head of UK&I Nicki Garland.

“Our new shots are designed to deliver on both function and flavour, giving a natural boost exactly when it’s needed – whether that’s supporting immunity or digestive health, or topping up energy for a busy day.”

Number two player Tropicana has also been innovating, as it continues to claw back sales. Its value loss of 2.0% is a marked improvement on the 12.4% decline reported last year.

In April, the brand launched Fresh & Light – a three-strong range of 850ml juices with 30% less sugar and no sweeteners. With an rsp of £2.75, the lineup is meant “to bridge the gap between private label and branded juice”, says Tropicana.

A 500ml format of its “much-loved” Original Orange with Juicy Bits and Smooth Orange with No Bits followed in June.