Transitioning to Environmental Profitability
Juice Leads the Way in Sustainable Mobile Accessories
The world's population recently surpassed eight billion, and one company, Juice, is making strides in reducing its environmental impact.
Juice, a leading brand in the Apple Lightning Wall Charger segment, boasts a 68% value share. In 2024, the company retained its position as market leader for the fourth year in a row, and August 2024 was their best ever month on record in terms of overall market share.
Since the launch of 'Juice Made Mindfully' in 2022, the company has made significant strides in sustainability. Juice has saved a total of 519 tonnes of plastic over the last three years. The company leadership has been using the program "Juice Made Mindfully" since 2022, utilizing 100% post-consumer waste to manufacture all products.
In 2020, Juice removed all single-use plastic from their packaging. The brand became the first mobile accessories brand in the UK to use 100% post-consumer waste to manufacture their products.
Juice's commitment to sustainability has paid off. Between December 2019 and December 2020, the company's market share doubled. Two months later, Juice saw a 12.5% increase in overall sales.
Looking to the future, Juice is developing new technologies that better meet consumer needs, including sustainability, faster charging, durability, and increased convenience. The company aims to manufacture its products in the UK and carry out all product development in-house.
Juice is also taking steps to empower consumers to be more sustainable. They will launch a repair service and a range of products that allow for the production of electricity, effectively taking mobile phones off-grid and allowing consumers to generate their own personal electricity to charge their devices.
The consumer electronics industry has been slow to address waste in recent years, but increasing consumer demand and new legislation will force businesses to be more accountable regarding sustainability. Sustainable business practices should be viewed as a commercially viable investment rather than a 'tick-box' exercise or an unwanted cost.
More businesses should be making groundbreaking developments and innovations in sustainability, allowing other companies to follow in their footsteps. Juice's success serves as a shining example of what can be achieved when a company prioritizes sustainability.
According to the latest GFK data, Juice is the market leader in the UK for selling more cables than any other brand, as of May 2025. The average device lifecycle in the consumer electronics industry is just over 16 months, and it's clear that Juice is leading the way in extending the lifecycle of mobile accessories.
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