Table of Contents
Executive Summary
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- The market
- Sales of “other” limited service restaurants, which include specialty beverage bars, are growing
- Market drivers
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- Figure 1: Restaurant/Food outlet usage, by age, October 2014
- Competitive context
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- Figure 2: Consumer use of selected beverages, at home and away- from-home, December 2014
- The consumer
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- Figure 3: Motivations for drinking smoothies, December 2014
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- Figure 4: Smoothie concept usage – Any usage, by gender and age, December 2014
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- Figure 5: Motivations for drinking smoothies – by age, December 2014
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- Figure 6: Vegetables preferred in smoothies, any usage, by race/Hispanic origin, December 2014
- What we think
Issues and Insights
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- Making customized smoothies at home helps consumers save money and time
- The issues
- The implications
- Consumers need to eat more nutrient-dense foods
- The issues
- The implications
- Older consumers miss out on smoothies for energy and better health
- The issues
- The implications
Trend Application
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- Trend: Transumers
- Trend: Secret, Secret
- Trend: Mood to Order
Market Size and Forecast
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- Key points
- Sales of limited service restaurants, by type
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- Figure 7: Total U.S. sales and forecast of Other limited-service eating places, at current prices, 2009-19
- Figure 8: Total U.S. sales and forecast of Other limited-service eating places, at inflation-adjusted prices, 2009-19
- Fan chart forecast
- Fan chart forecast
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- Figure 9: Total U.S. sales and forecast of Other limited-service eating places, 2009-19
Market Drivers
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- Key points
- New 2015 dietary guidelines link Americans’ lack of vitamins/minerals to a rise in chronic diseases
- Those in the 24-34 age most interested in visiting smoothie shops
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- Figure 10: Restaurant/Food outlet usage, by age, October 2014
- Consumers use smoothies to increase fresh vegetable intake
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- Figure 11: US Per capita availability of fresh vegetables, 1970-2012
- Consumers are also eating more fruit
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- Figure 12: US Per capita availability of fresh fruits, 1970-2012
- Households with children use smoothies to achieve health goals
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- Figure 13: Motivations for drinking smoothies – Health, by presence of children in household, December 2014
- Fight against obesity motivates parents to make better choices
Competitive Context
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- Key points
- Fruits and vegetables are affordable, meaning competition at home is strong
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- Figure 14: Changes in consumer food price indexes, 2012-15
- Consumers enjoy smoothies away from home as much as at home
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- Figure 15: Consumer use of selected beverages, at home and away- from-home, December 2014
- Ready-made, retail smoothies also offer competition
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- Figure 16: Percentage of new products launched as smoothies, January 2010 - December 2014
- Ready-made smoothies appeal to many desires
Marketing Strategies
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- Overview
- Spotlight on items with natural, healthy, BFY ingredients
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- Figure 17: Planet Smoothie: “Planet Smoothie Penn Station and Blendtec”
- Encouraging consumers to drink to their health
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- Figure 18: Jamba Juice: “The Truth About Kale!”
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- Figure 19: Dunkin’ Donuts TV Commercial: “Coolatta – Office Sunburn”
- Packaging as a messenger of corporate values and fun
- Partnerships and secret menus help gain attention and expand the brand
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- Figure 20: “Maria Sharapova candy line Sugarpova teams up with Pinkberry”
- There is also still room for indulgence
- Expanding the menu to gain market share
Menu Analysis – Smoothies
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- Smoothies showing up on more types of restaurant menus
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- Figure 21: Numbers of smoothies menued, by restaurant segment, Q4 2011-14
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- Figure 22: Top 10 ingredients in smoothies, by menu incidence, Q4 2011-14
Correspondence Analysis – Made to Order Smoothies – March 2015
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- Smoothies allow consumers to enjoy fresh produce year-round
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- Figure 23: Correspondence Analysis, December 2014
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- Figure 24: Smoothie concept usage - Any Usage, by Fruits/Vegetables preferred in smoothies, December 2014
Consumer Data – Overview
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- 25-34-year-old’s are most interested in smoothie shops
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- Figure 25: Restaurant/Food outlet usage - Snack, beverage or dessert shop, by age, October 2014
- Taste and refreshment is more important than health
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- Figure 26: Motivations for drinking smoothies, December 2014
- Preferred fruits and vegetables, by season
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- Figure 27: Leading fruits preferred in smoothies, by season, December 2014
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- Figure 28: Leading vegetables preferred in smoothies, by season, December 2014
- Consumers like indulgence and portability in smoothies
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- Figure 29: Ingredients preferred in smoothies, December 2014
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- Figure 30: Considerations in choosing smoothie shops, December 2014
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- Figure 31: Smoothie concept usage – Any usage, by considerations in choosing smoothie shops – Considerations, December 2014
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- Figure 32: Smoothie concept usage – Any usage, by considerations in choosing smoothie shops – Considerations, December 2014
Consumer Data – By Gender
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- Key points
- Men aged 18-34 have highest usage of smoothies
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- Figure 33: Smoothie concept usage – Any usage, by gender and age, December 2014
- Those aged 55+ do not view smoothies as a good source of nutrition
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- Figure 34: Ingredients preferred in smoothies, by gender and age, December 2014
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- Figure 35: Motivations for drinking smoothies – Health, by gender and age, December 2014
- Men want more variety in smoothies, while women focus on price
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- Figure 36: Considerations in choosing smoothie shops, by gender, December 2014
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- Figure 37: Fruits preferred in smoothies, any usage, by gender, December 2014
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- Figure 38: Vegetables preferred in smoothies, any usage, by gender, December 2014
- Fruits and vegetables preferred in smoothies, by season, by gender
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- Figure 39: Fruits and vegetables preferred in smoothies, by winter, by gender, December 2014
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- Figure 40: Fruits and vegetables preferred in smoothies, by spring, by gender, December 2014
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- Figure 41: Fruits and vegetables preferred in smoothies, by summer, by gender, December 2014
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- Figure 42: Fruits and vegetables preferred in smoothies, by fall, by gender, December 2014
Consumer Data – By Age
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- Key points
- Young see smoothies as refreshing; older groups see them as unhealthy
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- Figure 43: Motivations for drinking smoothies – by age, December 2014
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- Figure 44: Smoothie concept usage – High usage (3 or more times a week), by age, December 2014
- Fruits and vegetables preferred in smoothies, by season, by age groups
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- Figure 45: Fruits and vegetables preferred in smoothies, by winter, by age, December 2014
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- Figure 46: Fruits and vegetables preferred in smoothies, by spring, by age, December 2014
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- Figure 47: Fruits and vegetables preferred in smoothies, by summer, by age, December 2014
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- Figure 48: Fruits and vegetables preferred in smoothies, by fall, by age, December 2014
Consumer Data – By Generation
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- Key points
- A shift towards health occurs between Younger and Older Millennials
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- Figure 49: Considerations in choosing smoothie shops, by generation, December 2014
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- Figure 50: Smoothie concept usage – Any usage, by generation, December 2014
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- Figure 51: Motivations for drinking smoothies – by generation, December 2014
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- Figure 52: Ingredients preferred in smoothies, by generation, December 2014
- In the fall, Younger Millennials take the lead in ordering a variety of fruits
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- Figure 53: Fruits and vegetables preferred in smoothies, by winter, by generation, December 2014
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- Figure 54: Fruits and vegetables preferred in smoothies, by spring, by generation, December 2014
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- Figure 55: Fruits and vegetables preferred in smoothies, by summer, by generation, December 2014
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- Figure 56: Fruits and vegetables preferred in smoothies, by fall, by generation, December 2014
Consumer Data – By Income
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- Key points
- Those in the lowest income group view smoothies as indulgences
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- Figure 57: Motivations for drinking smoothies – by household income, December 2014
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- Figure 58: Smoothie concept usage – Any usage, by household income, December 2014
- Those in highest income bracket focus less on indulgence, more on healthy ingredients
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- Figure 59: Ingredients preferred in smoothies, by household income, December 2014
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- Figure 60: Fruits preferred in smoothies, any usage, by household income, December 2014
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- Figure 61: Vegetables preferred in smoothies, any usage, by household income, December 2014
- Fruits and vegetables preferred in smoothies, by season, by household income
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- Figure 62: Fruits and vegetables preferred in smoothies, by winter, by household income, December 2014
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- Figure 63: Fruits and vegetables preferred in smoothies, by spring, by household income, December 2014
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- Figure 64: Fruits and vegetables preferred in smoothies, by summer, by household income, December 2014
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- Figure 65: Fruits and vegetables preferred in smoothies, by fall, by household income, December 2014
Consumer Data – By Race and Hispanics
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- Key points
- Hispanics are regular customers, and non-Hispanics focus on eating on-the-go
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- Figure 66: Vegetables preferred in smoothies, any usage, by race/Hispanic origin, December 2014
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- Figure 67: Smoothie concept usage – High usage (3 or more times a week), by race and Hispanic origin, December 2014
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- Figure 68: Motivations for drinking smoothies – Others, by race and Hispanic origin, December 2014
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- Figure 69: Considerations in choosing smoothie shops, by race/Hispanic origin, December 2014
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- Figure 70: Fruits preferred in smoothies, any usage, by race/Hispanic origin, December 2014
- Hispanics enjoy a wide variety of vegetables and fruits
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- Figure 71: Fruits and vegetables preferred in smoothies, by winter, by race/Hispanic origin, December 2014
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- Figure 72: Fruits and vegetables preferred in smoothies, by spring, by race and Hispanic origin, December 2014
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- Figure 73: Fruits and vegetables preferred in smoothies, by summer, by race/Hispanic origin, December 2014
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- Figure 74: Fruits and vegetables preferred in smoothies, by fall, by race/Hispanic origin, December 2014
Consumer Data – By Parents
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- Key points
- Parents use smoothies to enhance nutrition
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- Figure 75: Motivations for drinking smoothies – by presence of children in household, December 2014
- Parents seek vitamins, fiber, and portability for their kids
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- Figure 76: Ingredients preferred in smoothies, by presence of children in household, December 2014
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- Figure 77: Considerations in choosing smoothie shops, by presence of children in household, December 2014
- Households with children visit more smoothie concepts; usage of vegetables drops with older children, 12-17
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- Figure 78: Vegetables preferred in smoothies, any usage, by presence of children in household, December 2014
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- Figure 79: Fruits preferred in smoothies, any usage, by presence of children of any age in household, December 2014
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- Figure 80: Smoothie concept usage – Any usage, by presence of children in household, December 2014
- Fruits and veggies preferred in smoothies, by season, by parents and children
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- Figure 81: Fruits and vegetables preferred in smoothies, by winter, by presence of children in household, December 2014
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- Figure 82: Fruits and vegetables preferred in smoothies, by spring, by presence of children in household, December 2014
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- Figure 83: Fruits and vegetables preferred in smoothies, by summer, by presence of children in household, December 2014
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- Figure 84: Fruits and vegetables preferred in smoothies, by fall, by presence of children in household, December 2014
Consumer Data – By Region
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- Key points
- Midwesterners are not very keen on herbs, sprouts, and wheatgrass
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- Figure 85: Fruits preferred in smoothies, any usage, by region, December 2014
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- Figure 86: Vegetables preferred in smoothies, any usage, by region, December 2014
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- Figure 87: Ingredients preferred in smoothies, by region, December 2014
- The West focuses on health, while Midwest focuses on refreshment
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- Figure 88: Motivations for drinking smoothies – Health, by region, December 2014
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- Figure 89: Motivations for drinking smoothies – Weight, by region, December 2014
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- Figure 90: Motivations for drinking smoothies – Others, by region, December 2014
- Those in Northeast most likely to visit Dunkin’ Donuts, while the West is most likely to visit Jamba Juice
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- Figure 91: Smoothie concept usage – Any usage, by region, December 2014
- Fruits and vegetables preferred in smoothies, by season, by region
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- Figure 92: Fruits and vegetables preferred in smoothies, by winter, by region, December 2014
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- Figure 93: Fruits and vegetables preferred in smoothies, by spring, by region, December 2014
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- Figure 94: Fruits and vegetables preferred in smoothies, by summer, by region, December 2014
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- Figure 95: Fruits and vegetables preferred in smoothies, by fall, by region, December 2014
Consumer Data – By Area
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- Key points
- Urban respondents visit more smoothie brands than those who live in rural areas
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- Figure 96: Considerations in choosing smoothie shops, by area, December 2014
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- Figure 97: Smoothie concept usage – Any usage, by area, December 2014
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- Figure 98: Ingredients preferred in smoothies, by area, December 2014
- Urbanites most open to all types of fruits and vegetables and the group most focused on weight
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- Figure 99: Fruits preferred in smoothies, any usage, by area, December 2014
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- Figure 100: Vegetables preferred in smoothies, any usage, by area, December 2014
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- Figure 101: Motivations for drinking smoothies – Weight, by area, December 2014
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- Figure 102: Motivations for drinking smoothies – Others, by area, December 2014
- Fruits and vegetables preferred in smoothies, by season, by area
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- Figure 103: Fruits and vegetables preferred in smoothies, by winter, by area, December 2014
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- Figure 104: Fruits and vegetables preferred in smoothies, by spring, by area, December 2014
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- Figure 105: Fruits and vegetables preferred in smoothies, by summer, by area, December 2014
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- Figure 106: Fruits and vegetables preferred in smoothies, by fall, by area, December 2014
Appendix – Consumer Overview
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- Figure 107: Motivations for drinking smoothies, December 2014
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- Figure 108: Fruits preferred in smoothies, by season, December 2014
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- Figure 109: Vegetables preferred in smoothies, by season, December 2014
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- Figure 110: Smoothie concept usage – Any usage, by fruits preferred in smoothies, December 2014
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- Figure 111: Smoothie concept usage – Any usage, by fruits preferred in smoothies, December 2014
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- Figure 112: Smoothie concept usage – Any usage, by vegetables preferred in smoothies, December 2014
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- Figure 113: Smoothie concept usage – Any usage, by vegetables preferred in smoothies, December 2014
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- Figure 114: Smoothie concept usage – Any usage, by ingredients preferred in smoothies, December 2014
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- Figure 115: Smoothie concept usage – Any usage, by ingredients preferred in smoothies, December 2014
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- Figure 116: Smoothie concept usage – Any usage, by ingredients preferred in smoothies, December 2014
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Appendix – By Gender
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- Figure 117: Smoothie concept usage – High usage (3 or more times a week), by gender and age, December 2014
- Figure 118: Smoothie concept usage – High usage (3 or more times a week), by gender, December 2014
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- Figure 119: Smoothie concept usage – Any usage, by gender and age, December 2014
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Appendix – By Age
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- Figure 120: Motivations for drinking smoothies – Others, by gender and age, December 2014
- Figure 121: Smoothie concept usage – Any usage, by age, December 2014
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- Figure 122: Smoothie concept usage – High usage (3 or more times a week), by age, December 2014
- Figure 123: Considerations in choosing smoothie shops, by age, December 2014
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- Figure 124: Fruits preferred in smoothies, any usage, by age, December 2014
- Figure 125: Vegetables preferred in smoothies, any usage, by age, December 2014
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- Figure 126: Motivations for drinking smoothies – by age, December 2014
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Appendix – By Generation
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- Figure 127: Fruits and vegetables preferred in smoothies, by winter, by generation, December 2014
- Figure 128: Motivations for drinking smoothies – Health, by generation by parent status, December 2014
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- Figure 129: Motivations for drinking smoothies – Others, by generation by parent status, December 2014
- Figure 130: Considerations in choosing smoothie shops, by generation, December 2014
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Appendix – By Income
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- Figure 131: Considerations in choosing smoothie shops, by household income, December 2014
- Figure 132: Motivations for drinking smoothies – by household income, December 2014
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Appendix – By Race and Hispanics
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- Figure 133: Vegetables preferred in smoothies, any usage, by race/Hispanic origin, December 2014
- Figure 134: Smoothie concept usage – Any usage, by race/Hispanic origin, December 2014
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- Figure 135: Fruits and vegetables preferred in smoothies, by spring, by race/Hispanic origin, December 2014
- Figure 136: Motivations for drinking smoothies – Weight, by race/Hispanic origin, December 2014
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- Figure 137: Motivations for drinking smoothies – Health, by race/Hispanic origin, December 2014
- Figure 138: Smoothie concept usage – High usage (3 or more times a week), by race and Hispanic origin, December 2014
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- Figure 139: Motivations for drinking smoothies – Others, by race and Hispanic origin, December 2014
- Figure 140: Ingredients preferred in smoothies, by race/Hispanic origin, December 2014
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Appendix – By Parents
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- Figure 141: Motivations for drinking smoothies – Health, by presence of children in household, December 2014
- Figure 142: Motivations for drinking smoothies – Weight, by presence of children of any age in household, December 2014
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- Figure 143: Motivations for drinking smoothies – Convenience, by generation by parent status, December 2014
- Figure 144: Fruits and vegetables preferred in smoothies, by winter, by presence of children of any age in household, December 2014
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- Figure 145: Considerations in choosing smoothie shops, by presence of children in household, December 2014
- Figure 146: Fruits and vegetables preferred in smoothies, by summer, by presence of children in household, December 2014
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- Figure 147: Fruits and vegetables preferred in smoothies, by fall, by presence of children in household, December 2014
- Figure 148: Fruits preferred in smoothies, any usage, by presence of children in household, December 2014
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- Figure 149: Motivations for drinking smoothies – by presence of children in household, December 2014
- Figure 150: Vegetables preferred in smoothies, any usage, by presence of children in household, December 2014
- Figure 151: Ingredients preferred in smoothies, by presence of children in household, December 2014
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- Figure 152: Fruits and vegetables preferred in smoothies, by winter, by presence of children in household, December 2014
- Figure 153: Fruits preferred in smoothies, any usage, by presence of children in household, December 2014
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- Figure 154: Fruits preferred in smoothies, any usage, by generation by parent status, December 2014
- Figure 155: Vegetables preferred in smoothies, any usage, by generation by parent status, December 2014
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- Figure 156: Smoothie concept usage – High usage (3 or more times a week), by millennial parents, December 2014
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Appendix – By Region
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- Figure 157: Fruits preferred in smoothies, any usage, by region, December 2014
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Appendix – By Area
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- Figure 158: Motivations for drinking smoothies – Health, by area, December 2014
- Figure 159: Considerations in choosing smoothie shops, by area, December 2014
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Correspondence analysis – Methodology
Appendix – Menu Analysis
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- Figure 160: Top 10 ingredients in smoothies, by menu incidence, Q4 2011-14
- Figure 161: Numbers of smoothies menued, by restaurant segment, Q4 2011-14
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Appendix – Trade Associations
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- Council for Responsible Nutrition
- Food Marketing Institute (FMI)
- International Food Information Council (IFIC)
- International Food Service Executives Association (IFSEA)
- International Foodservice Distributors Association (IFDA)
- International Foodservice Manufacturers Association (IFMA)
- International Franchi4se Association (IFA)
- National Council of Chain Restaurants (NCCR)
- National Nutritional Foods Association (NNFA)
- National Restaurant Association (NRA)
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