Tropicana Redesign Sparks Backlash Amid Shrinkflation Accusations and Sliding Sales

tropicana orange juice bottle: Tropicana latest packaging redesign has left its loyal orange juice fans feeling sour, sparking backlash over reduced portion sizes and accusations of shrinkflation. The revamped bottles, which replaced the familiar carafe-like plastic design with a smaller, more traditional container, have seen a drop in capacity from 52 ounces to 46 ounces. However, customers argue that the prices have remained stubbornly high, despite Tropicana’s claims to have lowered the suggested retail price.

Customers Cry Shrinkflation

Tropicana announced on its website that the manufacturer’s suggested retail price (MSRP) had been adjusted from $4.69 to $3.99. But many shoppers claim this change hasn’t yet reached store shelves, leaving them feeling shortchanged. Social media platforms have been abuzz with criticism, with one user lamenting, “Same price but went from 52 ounces to 46 ounces.”

Adding fuel to the fire, single-serving bottles have also been downsized from 12 to 11 ounces, while retaining their original price tags. This has led to a decline in customer trust, and, more tangibly, a drop in sales. According to market research firm Circana, Tropicana’s sales fell by 10.9% in August and plummeted further by 19% in October following the summer rollout of the redesign.

Tropicana Defense: Sustainability and Customer Convenience

In response to the backlash, Tropicana defended its redesign, citing customer-centric motivations. “The consumer is always at the center of our decision-making,” the company stated on its website. The changes were purportedly aimed at improving the bottle’s ease of handling and opening, optimizing storage, reducing plastic use, and offering more affordable options.

However, consumers appear unconvinced. With shelves full of untouched bottles, the rebrand seems to have backfired for the orange juice giant.

A History of Rebranding Missteps

This isn’t the first time Tropicana’s rebranding efforts have left a bitter taste. Fifteen years ago, the company faced a similar customer revolt after altering its iconic orange logo and flipping it vertically. The backlash was so severe that Tropicana reverted to its original design.

The current redesign may also be part of Tropicana’s strategy to maintain dominance in the fiercely competitive “orange juice wars.” PepsiCo, which owns Tropicana, has long battled Coca-Cola’s Simply brand for supremacy in the refrigerated orange juice market. The rivalry mirrors the century-old cola wars between the two beverage giants. PepsiCo initially replaced Tropicana’s cardboard cartons with plastic carafes to mimic the aesthetic of Simply’s packaging.

The Battle for Market Share

Despite the criticism, Tropicana retains its lead in the orange juice market. In 2023, PepsiCo’s Tropicana brand outperformed Coca-Cola’s Simply brand in refrigerated orange juice dollar sales, pulling in $969.1 million compared to Simply’s $887.2 million, according to Statista. Yet, the margin is narrow, and the latest sales slump may pose a challenge to Tropicana’s dominance.

Will Tropicana Course-Correct Again?

As Tropicana weathers another storm of consumer dissatisfaction, it remains to be seen whether the brand will once again backtrack on its redesign. With customers seemingly resistant to the changes and competitors like Simply nipping at its heels, the orange juice giant may need to rethink its strategy to maintain its market position and its customer loyalty.