Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Smoothie snapshot
- Consumer demand for quick, healthy food fuels $2 billion market
- Both segments now are hitting on all cylinders
- Consumer panel purchasing data show that refrigerated smoothies are starting to dominate the packaged market
- Local marketing is carrying the ball for made-to-order smoothie brands—so far
- Consumers enjoy the category—yield a wealth of consumer survey knowledge
- The future of smoothies
Market Drivers
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- Target customers are integrating health into their lifestyles
- Marketplace mainstream is enveloping smoothies
- New flavors, supplements draw consumers into heavier usage
- Evolving nutritional goals bring smoothie repositioning
- Strong growth in the prime demographics helps maintain focus
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- Figure 1: U.S. population of kids and young adults, by age, 2002-12
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- Figure 2: Population, by race and Hispanic origin, 2002-12
- Organics, while popular elsewhere, stay on the side
- Smoothies category remains vulnerable on some fronts
Market Size and Trends
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- Market size
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- Figure 3: Total U.S. sales of smoothies, at current and constant prices, 2001-06
- Market Trends
- Smoothies are showing up everywhere
- Breakfast, lunch, dinner—and a smoothie
- Smoothie makers are hanging out with the kids
- Dieters become increasing focus of new products
- Stealing a page from energy drinks
- Broadening the range of functionalities
- Exotic flavors are becoming commonplace
- Smoothie makers wake up and smell the coffee
- Some brands dip their toes into international waters
- Other beverage categories muddy the picture for smoothies
Market Segmentation
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- Introduction
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- Figure 4: Sales of smoothies, segmented by product type, 2004 and 2006
- Made-to-order smoothies
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- Figure 5: Sales of made-to-order smoothies, at current and constant prices, 2001-06
- Packaged smoothies
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- Figure 6: Sales of packaged smoothies, at current and constant prices, 2001-06
Supply Structure
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- Overview
- Companies and brands
- Made-to-order smoothies
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- Figure 7: U.S. sales of made-to-order smoothies, 2004 and 2006
- Figure 8: Major juice and smoothie bar chains, number of locations, U.S., 2000-06
- Company profiles
- Jamba Juice
- Freshëns Smoothies
- Smoothie King
- Orange Julius
- Planet Smoothie
- Maui Wowi Hawaiian Coffee & Smoothies
- Tropical Smoothie Café
- Robeks
- Packaged smoothie products
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- Figure 9: FDM sales of packaged smoothie products in the U.S., 2004 and 2006
- Brand and company profiles
- The Naked Juice Company
- Odwalla
- V8 Splash
- Bolthouse Farms
- Fuze
- SoBe and Tropicana
Advertising and Promotion
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- Introduction
- Made-to-order
- Jamba Juice
- Planet Smoothie
- Maui Wowi
- Made-to-order smoothie TV ads
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- Figure 10: Sonic Real Fruit smoothies, 2006
- Figure 11: Dunkin’ Donuts smoothies—1, 2006
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- Figure 12: Dunkin’ Donuts smoothies—2, 2006
- Packaged RTD smoothies
- Naked Juice
- Odwalla
- Packaged smoothie TV ads
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- Figure 13: Ocean Spray, 2006
- Figure 14: Tropicana FruitWise smoothies—1, 2006
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- Figure 15: Tropicana FruitWise smoothies—2, 2006
- Figure 16: Yoplait Go-Gurt smoothies, 2006
Retail Distribution
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- Introduction
- Key retail channel findings on shelf-stable and refrigerated smoothies
- Detailed analysis
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- Figure 17: Percent of households buying bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
- Supermarkets dominate
- Consumer purchase dynamics
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- Figure 18: Volume per buyer, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
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- Figure 19: Purchase occasions per buyer, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
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- Figure 20: Volume* per purchase occasion (oz.), bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
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- Figure 21: Dollars per buyer, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
- Figure 22: Dollars per purchase occasion, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
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- Figure 23: Average price per common unit paid*, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
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- Figure 24: Percentage of volume on any deal—bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
- Figure 25: Purchase cycle, weighted pairs, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006
- Notes and terms
The Consumer
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- Introduction
- Summary—facts and insights you need to know about Mintel’s consumer surveys on smoothies
- Smoothie consumption
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- Figure 26: Incidence of smoothie consumption, by type, 2005 and 2006
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- Figure 27: Incidence of smoothie consumption, by type, by gender, October 2006
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- Figure 28: Incidence of smoothie consumption, by type, by age, October 2006
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- Figure 29: Incidence of smoothie consumption, by type, by household income, October 2006
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- Figure 30: Incidence of smoothie consumption, by type, by race/ethnicity, October 2006
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- Figure 31: Incidence of smoothie consumption, by type, by region, October 2006
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- Figure 32: Incidence of smoothie consumption, by type, by presence of children in the household, October 2006
- Types of smoothies consumed most often
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- Figure 33: Smoothie type consumed most often, 2005 and 2006
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- Figure 34: Smoothie type consumed most often, by gender, October 2006
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- Figure 35: Smoothie type consumed most often, by age, October 2005
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- Figure 36: Smoothie type consumed most often, by race/ethnicity, October 2005
- Frequency of use
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- Figure 19: Smoothie consumption frequency, by gender, 2005 and 2006
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- Figure 37: Smoothie consumption frequency, by age, October 2006
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- Figure 38: Smoothie consumption frequency, by household income, October 2006
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- Figure 39: Smoothie consumption frequency, by race/ethnicity, October 2006
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- Figure 40: Smoothie consumption frequency, by presence of children in the household, October 2006
- Reasons for drinking smoothies
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- Figure 41: Main reason for drinking smoothies, by gender, 2005 and 2006
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- Figure 42: Main reason for drinking smoothies, by age, October 2006
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- Figure 43: Main reason for drinking smoothies, by race/ethnicity, October 2006
- Usage barriers
- Made-to-order smoothies
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- Figure 44: Reasons for not drinking made-to-order smoothies, by gender, 2005 and 2006
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- Figure 45: Reasons for not drinking made-to-order smoothies, by age, October 2006
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- Figure 46: Reasons for not drinking made-to-order smoothies, by race/ethnicity, October 2006
- Bottled RTD smoothies
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- Figure 47: Reasons for not drinking RTD smoothies, by gender, 2005 and 2006
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- Figure 48: Reasons for not drinking RTD smoothies, by age, October 2006
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- Figure 49: Reasons for not drinking RTD smoothies, by race/ethnicity, October 2006
- Made-to-order smoothie brands used
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- Figure 50: Made-to-order smoothie brands drunk in the last three months, 2005 and 2006
- Bottled RTD smoothie brands used
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- Figure 51: Bottled RTD smoothie brands drunk in the last three months, 2005 and 2006
Future and Forecast
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- Future trends
- Industry could see a smooth future
- Consumers will continue to tell makers what they want
- Smoothie chains will continue to test menu diversification
- Made-to-order brands will press hard for younger consumers, but less so for Boomers
- Smoothies could become king of the healthy-beverage ocean
- Market Forecast
- Smoothies
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- Figure 52: Forecast of total U.S. sales of smoothies, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Naked Juice: Superfood 100% Juice Smoothie
- Naked Juice: Energy 100% Juice Smoothie
- Tropicana Products: Fruit Smoothie
- Sambazon: Strawberry Sensation Organic Açai Fruit Smoothie
- Fuze Beverage: Fuze Refresh
- Bolthouse Farms: C-Boost Tropical Fruit Smoothie
- Sambazon: Amazon Superfood Brazilian Fruit Smoothie
- Bravo! Foods: Starburst Fruit & Creme
- Kroger: Smoothie
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