Smoothies - US

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2007 - 99 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Abbreviations & terms

Abbreviations

Terms

Executive Summary

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

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

Figure 1: U.S. population of kids and young adults, by age, 2002-12

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

Market size

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

Introduction

Figure 4: Sales of smoothies, segmented by product type, 2004 and 2006

Made-to-order smoothies

Figure 5: Sales of made-to-order smoothies, at current and constant prices, 2001-06

Packaged smoothies

Figure 6: Sales of packaged smoothies, at current and constant prices, 2001-06

Supply Structure

Overview

Companies and brands

Made-to-order smoothies

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

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

Introduction

Made-to-order

Jamba Juice

Planet Smoothie

Maui Wowi

Made-to-order smoothie TV ads

Figure 10: Sonic Real Fruit smoothies, 2006

Figure 11: Dunkin’ Donuts smoothies—1, 2006

Figure 12: Dunkin’ Donuts smoothies—2, 2006

Packaged RTD smoothies

Naked Juice

Odwalla

Packaged smoothie TV ads

Figure 13: Ocean Spray, 2006

Figure 14: Tropicana FruitWise smoothies—1, 2006

Figure 15: Tropicana FruitWise smoothies—2, 2006

Figure 16: Yoplait Go-Gurt smoothies, 2006

Retail Distribution

Introduction

Key retail channel findings on shelf-stable and refrigerated smoothies

Detailed analysis

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

Figure 18: Volume per buyer, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006

Figure 19: Purchase occasions per buyer, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006

Figure 20: Volume* per purchase occasion (oz.), bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006

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

Figure 23: Average price per common unit paid*, bottled shelf-stable and refrigerated smoothies, by retail outlet, 52 weeks ending June 2005 and 2006

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

Introduction

Summary—facts and insights you need to know about Mintel’s consumer surveys on smoothies

Smoothie consumption

Figure 26: Incidence of smoothie consumption, by type, 2005 and 2006

Figure 27: Incidence of smoothie consumption, by type, by gender, October 2006

Figure 28: Incidence of smoothie consumption, by type, by age, October 2006

Figure 29: Incidence of smoothie consumption, by type, by household income, October 2006

Figure 30: Incidence of smoothie consumption, by type, by race/ethnicity, October 2006

Figure 31: Incidence of smoothie consumption, by type, by region, October 2006

Figure 32: Incidence of smoothie consumption, by type, by presence of children in the household, October 2006

Types of smoothies consumed most often

Figure 33: Smoothie type consumed most often, 2005 and 2006

Figure 34: Smoothie type consumed most often, by gender, October 2006

Figure 35: Smoothie type consumed most often, by age, October 2005

Figure 36: Smoothie type consumed most often, by race/ethnicity, October 2005

Frequency of use

Figure 19: Smoothie consumption frequency, by gender, 2005 and 2006

Figure 37: Smoothie consumption frequency, by age, October 2006

Figure 38: Smoothie consumption frequency, by household income, October 2006

Figure 39: Smoothie consumption frequency, by race/ethnicity, October 2006

Figure 40: Smoothie consumption frequency, by presence of children in the household, October 2006

Reasons for drinking smoothies

Figure 41: Main reason for drinking smoothies, by gender, 2005 and 2006

Figure 42: Main reason for drinking smoothies, by age, October 2006

Figure 43: Main reason for drinking smoothies, by race/ethnicity, October 2006

Usage barriers

Made-to-order smoothies

Figure 44: Reasons for not drinking made-to-order smoothies, by gender, 2005 and 2006

Figure 45: Reasons for not drinking made-to-order smoothies, by age, October 2006

Figure 46: Reasons for not drinking made-to-order smoothies, by race/ethnicity, October 2006

Bottled RTD smoothies

Figure 47: Reasons for not drinking RTD smoothies, by gender, 2005 and 2006

Figure 48: Reasons for not drinking RTD smoothies, by age, October 2006

Figure 49: Reasons for not drinking RTD smoothies, by race/ethnicity, October 2006

Made-to-order smoothie brands used

Figure 50: Made-to-order smoothie brands drunk in the last three months, 2005 and 2006

Bottled RTD smoothie brands used

Figure 51: Bottled RTD smoothie brands drunk in the last three months, 2005 and 2006

Future and Forecast

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

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

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

Abstract

This report explores all aspects of the made-to-order and bottled RTD smoothie markets during 2001-06, including sales by segment, manufacturer, and brand; insights from conversations with the major players in both industries; must-read consumer survey analysis, and a strong view as to how the industry will evolve during 2007-11.

In addition to complete sales data and trended consumer survey results, you will find a thoughtful analysis of how made-to-order and RTD smoothies are promoted, and how this will change in the near future. Also, Mintel provides a unique analysis of consumer shopping behavior for bottled smoothies at FDM through the Information Resources, Inc. Consumer Network® Household Panel of 70,000 shoppers.

This report builds on the analysis presented in Mintel’s Smoothies—U.S., November 2005, and Smoothies and Yogurt Drinks—U.S., December 2002.

Mintel has defined a “smoothie” as a drink that is made with fresh fruit, juice, and some type of thickener, such as sherbet, milk, or soymilk. This report examines U.S. sales of smoothies, including those prepared on-site at locations such as smoothie/juice bars and restaurants, as well as ready-to-drink, bottled smoothies and smoothie mixes, both dry and frozen.

All drinks marketed or labeled as smoothies are included in this report, with the exception of yogurt drinks that are sometimes labeled “smoothies,” but are typically shelved in the yogurt aisle. Yogurt drinks are analyzed in a separate Mintel report, Yogurt Drinks—U.S., December 2006.

Smoothie “boosts” or “enhancers” are defined as additional vitamins, minerals, herbs, amino acids or other nutrients that are mixed into smoothies as options at the point of sale. “Boosts” sold for consumption within a smoothie are included in this report.

The following are not included in this report:

• premium juices
• smoothies containing alcohol
• yogurt in a cup or tube
• drinkable yogurt.
• This report contains US IRI InfoScan data.

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