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 unit ...

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