Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Adjusted foodservice and drinking place sales, January 2008-April 2012
- Government control
- Obesity and diabetes
- Competition
- Smoothies menued
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- Figure 2: Top 10 smoothie flavors, by incidence, Q1 2009-Q1 2012
- Shakes menued
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- Figure 3: Top 10 shake flavors, by incidence, Q1 2009-Q1 2012
- The consumer
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- Figure 4: Interest level in smoothie add-ins, March 2012
- Consumer attitudes
- What we think
Issues in the Market
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- What are the differences in gender and age when it comes to smoothies?
- Which smoothies should be priced high and low?
- What can restaurants do to draw in non-smoothie consumers?
Insights and Opportunities
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- Specialty Beverages
- Cold-Pressed Juices
- Frozen Yogurt
- Smoothie Bowls
- Better-for-You Skinny Smoothies
- Spiked Shakes
- Technology
- Google Wallet
- Digital Menu Me
Inspire Insights
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- Trend: Minimize Me
Market Drivers
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- Key Points
- Restaurant sales expected to be strong
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- Figure 5: Adjusted foodservice and drinking place sales, January 2008-April 2012
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- Figure 6: Restaurant Performance Index, January 2009-April 2012
- Disposable personal income inches up
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- Figure 7: Real disposable personal income, January 2007-April 2012
- Unemployment has fallen flat while consumer sentiment declines
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- Figure 8: Unemployment and underemployment rates, January 2007-May 2012
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- Figure 9: Consumer Sentiment, January 2007-May 2012
- Government legislation
- High obesity and increasing diabetes rates
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- Figure 10: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2010
- Smoothie and shake snackers
Competitive Context
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- New beverages widen competitive set
- Competition from retail
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- Figure 11: Jamba All Natural Smoothies, June 2012
- Made at home
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- Figure 12: Magic Bullet Blender, June 2012
Leading Companies
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- Key points
- Insight on this section
- McDonald’s
- Steak ‘n Shake
- Tropical Smoothie
- Jamba Juice
Marketing Strategies
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- Overview of the brand landscape
- Television Advertisements
- McDonald’s
- Message targeted to blacks
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- Figure 13: McDonald’s, television ad, 2011
- Message targeted to English-speaking Hispanics
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- Figure 14: McDonald’s, television ad, 2011
- Message targeted to non-English-speaking Hispanics
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- Figure 15: McDonald’s, television ad, 2011
- Message targeted to Asians
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- Figure 16: McDonald’s, television ad, 2011
- Message targeted to all consumers
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- Figure 17: McDonald’s, television ad, 2011
- Other Television Advertisements
- Social Media
- YouTube
Menu Analysis: Smoothies
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- Smoothie types
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- Figure 18: Smoothie type, by menu incidence, Q1 2009-Q1 2012
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- Figure 19: Smoothie type, by price, Q1 2009-Q1 2012
- Restaurants serving smoothies
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- Figure 20: Smoothies per restaurant type, by menu incidence, Q1 2009-Q1 2012
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- Figure 21: Smoothies per restaurant type, by price, Q1 2009-Q1 2012
- Smoothie flavors
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- Figure 22: Top 10 smoothie flavors, by menu incidence, Q1 2009-Q1 2012
Menu Analysis: Shakes
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- Figure 23: Shake type, by menu incidence, Q1 2009-Q1 2012
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- Figure 24: Shake type, by price, Q1 2009-Q1 2012
- Restaurants serving shakes
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- Figure 25: Shakes per restaurant type, by menu incidence, Q1 2009-Q1 2012
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- Figure 26: Shakes per restaurant type, by price, Q1 2009-Q1 2012
- Shake flavors
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- Figure 27: Top 10 shake flavors, by menu incidence, Q1 2009-Q1 2012
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Restaurant Usage for Smoothies
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- Key points
- In the past three months, McDonald’s sold smoothies to 26% of consumers
- Women prefer McDonald’s, while men like Dairy Queen and Dunkin’ Donuts
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- Figure 28: Operator usage, by gender, March 2012
- Consumers aged 18-34 are most likely to purchase smoothies
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- Figure 29: Operator usage, by age, March 2012
- Affluent consumers order smoothies at specialty shops more than others
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- Figure 30: Operator usage, by household income, March 2012
Smoothie Purchase Drivers
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- Key points
- Smoothies are ordered because they are refreshing or cooling
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- Figure 31: Purchase drivers, by gender, March 2012
- Consumers aged 35-44 drink smoothies for energy
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- Figure 32: Purchase drivers, by age, March 2012
- Consumers $150K+ order smoothies for health reasons
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- Figure 33: Purchase drivers, by household income, March 2012
Consumer Attitudes Toward Smoothies
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- Key points
- Smoothies leave males hungry while women want healthier options
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- Figure 34: Attitudes toward smoothies, by gender, March 2012
- Younger consumers see more value in functional smoothies
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- Figure 35: Attitudes toward smoothies, by age, March 2012
- Income health attitudes
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- Figure 36: Attitudes toward smoothies, by household income, March 2012
Smoothie Ingredient Preferences
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- Key points
- Consumers prefer yogurt-based smoothies above all others
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- Figure 37: Smoothie ingredients, by gender, March 2012
- Older consumers are less likely to know or recall ingredients
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- Figure 38: Smoothie ingredients, by age, March 2012
- Income affects ingredient preferences
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- Figure 39: Smoothie ingredients, by household income, March 2012
Smoothie Flavor Preferences
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- Key points
- Strawberries, bananas, and mangos lead smoothie purchases
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- Figure 40: Fruit type in smoothies, by gender, March 2012
- Consumers aged 18-24 (45%) ordered banana flavor for their last smoothie
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- Figure 41: Fruit type in smoothies, by age, March 2012
- Affluent consumers prefer mango, peach, açaí, and blackberry flavors
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- Figure 42: Fruit type in smoothies, by household income, March 2012
Smoothie Add-ins Preferences
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- Key points
- Men are 9 percentage points more likely to purchase add-ins, but both genders are interested in vitamins, protein, and minerals
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- Figure 43: Ingredients added to smoothies, by gender, March 2012
- Figure 44: Interest level in smoothie add-ins, by gender, March 2012
- Respondents aged 25-34 are more likely to order smoothie add-ins, while the 45-54 age group is interested in health benefits of smoothies
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- Figure 45: Ingredients added to smoothies, by age, March 2012
- Figure 46: Interest level in smoothie add-ins, by age, March 2012
- Consumers among all income ranges purchase smoothie add-ins, with affluent consumers interested in omega-3 and added minerals
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- Figure 47: Ingredients added to smoothies, by household income, March 2012
- Figure 48: Interest level in smoothie add-ins, by household income, March 2012
Barriers to Smoothie Purchases
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- Key points
- Of non-smoothie consumers, 33% just don’t think to order smoothies
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- Figure 49: Reasons for not purchasing, by gender, March 2012
- Older consumers are concerned with sugar, calories, and carbs
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- Figure 50: Reasons for not purchasing, by age, March 2012
- Higher-income respondents prefer to eat meals instead
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- Figure 51: Reasons for not purchasing, by household income, March 2012
Cluster Analysis
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- Cluster 1: Basic Buyers
- Characteristics
- Demographics
- Opportunity
- Cluster 2: Smoothie Lovers
- Characteristics
- Demographics
- Opportunity
- Cluster characteristic tables
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- Figure 52: Target groups, March 2012
- Figure 53: Operator usage, by target groups, March 2012
- Figure 54: Purchase drivers, by target groups, March 2012
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- Figure 55: Attitudes toward smoothies, by target groups, March 2012
- Figure 56: Smoothie ingredients, by target groups, March 2012
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- Figure 57: Fruit type in smoothies, by target groups, March 2012
- Figure 58: Ingredients added to smoothies, by target groups, March 2012
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- Figure 59: Interest level in smoothie add-ins, by target groups, March 2012
- Cluster demographic tables
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- Figure 60: Target groups, by demographic (Part 1), March 2012
- Figure 61: Target groups, by demographic (Part 2), March 2012
- Cluster methodology
Appendix: Trade Associations
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