Brand Spotlight: Juicero Seen as Unnecessarily Expensive

Silicon Valley company Juicero has made lots of headlines in recent weeks — but not for a great reason. The company sells a juicer that costs about $400. And aside from that, Bloomberg posted a video showing how you can simply squeeze the juice packs by hand, rendering the expensive device basically obsolete. So how might this video and some of the other negative press impact consumer opinions? And how many would actually consider purchasing a juicer in this price range anyway? We asked 1,000 respondents about their buying habits and their thoughts on Juicero.

juicer

Juicer Purchases

In Ask Your Target Market’s latest online survey, 30% of respondents said that they’ve purchased kitchen gadgets or appliances in the past month. 28% have done so in the past three months. 18% have bought kitchen gadgets or appliances in the past year. 15% said it’s been more than a year since they purchased any kitchen gadgets or appliances. And 9% aren’t kitchen appliance consumers at all.

More specifically, 22% said that they’ve purchased a juicer at some point. But that was the least popular of the small kitchen appliances listed. 54% of respondents said that they own blenders. 48% own food processors. 39% own toaster ovens. And another 39% own electric mixers.

Juicero Opinions

Of those who viewed the video showing Juicero’s $400 juicer and how you can simply squeeze the juice packs by hand, most described Juicero simply as expensive. But others also used words like unnecessary, overpriced and useless. A few also used more positive words like innovative and convenient. Additionally, just 15% of those respondents said they had already heard of Juicero before viewing the video.

Buying Decisions

Overall, just 11% of respondents said they would even consider spending $400 or more on a juicer. And of those who viewed the Juicero video, just 9% said they would potentially consider purchasing a $400 juicer. So the negative press could be having a negative impact on the brand, but not as big of one as some might think.

Key Takeaways

Juicero’s negative press could certainly have a bit of an impact on the brand. But not many seem to have even heard of the brand, much less the controversy surrounding it, as of this point. However, it seems that the price of the product already precludes a significant amount of potential consumers. Of course, the company likely isn’t targeting those who like to pinch pennies. But a decent amount of consumers seem to purchase kitchen gadgets or appliances regularly. And many of them don’t currently own juicers. So if they viewed the device as practical or having value, they might be willing to stretch the budget a bit. It just seems that, in this case, many consumers don’t have that perception.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Grapefruit Tomato Juice by with wind under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on April 25 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.