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Abstract
Apple juice and cider experienced rapid market growth in the U.S. during the past
few decades, but now a mature market is established. The industry faces economic
pressures created by the globalization of the market, and growers and processors across
the industry are trying to adapt to new market conditions.
The development of effective competitive strategies for this industry requires an
understanding of industry trends, market conditions, consumer preferences, and the
forces driving competition in the industry. The purpose of this paper is to provide apple
growers and processors with information on the markets for apple juice and cider to
support the analysis of marketing opportunities and the development of effective
competitive strategies.
This paper is issued as a part of a larger project focused on the processing apple
industry. This paper will be supplemented with additional consumer marketing research
findings in the final report for this project.