Rfg. Juices/Drinks

Refrigerated juices and juice drinks are perpetual favorites in produce departments and dairy aisles, but there are limits to what shoppers are willing to spend outside of the super-premium category. The category's recent history shows that when prices go up, volume sales quickly go down, and when prices go down, consumption quickly returns to normal. As a result, total dollar sales of juice have

Refrigerated juices and juice drinks are perpetual favorites in produce departments and dairy aisles, but there are limits to what shoppers are willing to spend outside of the super-premium category. The category's recent history shows that when prices go up, volume sales quickly go down, and when prices go down, consumption quickly returns to normal.

As a result, total dollar sales of juice have changed very little in recent years. In 2007, price spikes in the juice category caused u

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