Juicers Creating Fresh Growth Opportunities

Homebound consumers focusing on healthy lifestyles are lifting the segment to new heights

Healthier lifestyles and a greater emphasis on wellness are boosting sales of juicers. Juice extractors, for example, were all the rage last year as several celebrities raved about the benefits of celery juice.

A new wave of wellness began lifting the juicer category about two years ago, but it has seen a big surge this year during the COVID-19 crisis.

“We started seeing a real change in consumer behavior in March, when stay-at-home orders began to take effect,” said Joe Derochowski, home industry advisor for The NPD Group. “Products that promote a healthy lifestyle are becoming even more important to families now than they were before, and they were performing very well before.”

Derochowski added, “This represents a real opportunity for the industry to educate the consumer about the benefits of these products as part of a healthy lifestyle.”

One simple vegetable— celery— helped drive a surge in juicer demand and sales beginning last year. Hollywood’s A-listers, including celebrities Gwyneth Paltrow, Kim Kardashian and Pharrell Williams, have touted celery juice as a great source of vitamin C, beta carotene and important antioxidants.

The celery juice craze exploded in 2019, fueling sharp increases in all types of juicers, including extractor styles and citrus juicers. Unit sales were up an estimated 16% over the previous year, and dollar sales were up 14%, according to HomeWorld Business estimates.

All of the publicity surrounding celery juice and the health benefits of juicing in general have impacted consumer purchasing expectations: 13.9% of consumers surveyed in the 2020 HomeWorld Forecast said they intended to purchase a juicer. About half of all consumers said they expect to pay between $30 and $100 for a juicer.

Consumer education continues to be an important consideration in sales of juicers, which may explain why e-commerce purchases have increased as a percentage of sales. Online video demonstrations, tutorials and testimonials allow consumers to gain a fuller picture of how a juicer operates, and such interactive marketing support allow retailers to differentiate between the different types of juicers. This includes the breakdown between extractor models, which process and spin the pieces of fruits and vegetables rapidly to separate the juice from seeds, skin and pulp; and citrus juicers, which twist the fruit and break down the interior fibers to extract juice.

Direct-response TV, which played a central role in introducing consumers to a new generation of juice extractors and propelling a big wave of retail growth more than two decades ago, is primed again to help raise awareness and sales. Select new models are slated for multi-pronged media programs combining TV infomercials, web and social platforms.