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Smoothies and Shakes: Made to Order - US - July 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Adjusted foodservice and drinking place sales, January 2008-April 2012
Government control
Obesity and diabetes
Competition
Smoothies menued
Figure 2: Top 10 smoothie flavors, by incidence, Q1 2009-Q1 2012
Shakes menued
Figure 3: Top 10 shake flavors, by incidence, Q1 2009-Q1 2012
The consumer
Figure 4: Interest level in smoothie add-ins, March 2012
Consumer attitudes
What we think
ISSUES IN THE MARKET
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
Specialty Beverages
Cold-Pressed Juices
Frozen Yogurt
Smoothie Bowls
Better-for-You Skinny Smoothies
Spiked Shakes
Technology
Google Wallet
Digital Menu Me
INSPIRE INSIGHTS
Trend: Minimize Me
MARKET DRIVERS
Key Points
Restaurant sales expected to be strong
Figure 5: Adjusted foodservice and drinking place sales, January 2008-April 2012
Figure 6: Restaurant Performance Index, January 2009-April 2012
Disposable personal income inches up
Figure 7: Real disposable personal income, January 2007-April 2012
Unemployment has fallen flat while consumer sentiment declines
Figure 8: Unemployment and underemployment rates, January 2007-May 2012
Figure 9: Consumer Sentiment, January 2007-May 2012
Government legislation
High obesity and increasing diabetes rates
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
New beverages widen competitive set
Competition from retail
Figure 11: Jamba All Natural Smoothies, June 2012
Made at home
Figure 12: Magic Bullet Blender, June 2012
LEADING COMPANIES
Key points
Insight on this section
McDonald’s
Steak ‘n Shake
Tropical Smoothie
Jamba Juice
MARKETING STRATEGIES
Overview of the brand landscape
Television Advertisements
McDonald’s
Message targeted to blacks
Figure 13: McDonald’s, television ad, 2011
Message targeted to English-speaking Hispanics
Figure 14: McDonald’s, television ad, 2011
Message targeted to non-English-speaking Hispanics
Figure 15: McDonald’s, television ad, 2011
Message targeted to Asians
Figure 16: McDonald’s, television ad, 2011
Message targeted to all consumers
Figure 17: McDonald’s, television ad, 2011
Other Television Advertisements
Social Media
YouTube
MENU ANALYSIS: SMOOTHIES
Smoothie types
Figure 18: Smoothie type, by menu incidence, Q1 2009-Q1 2012
Figure 19: Smoothie type, by price, Q1 2009-Q1 2012
Restaurants serving smoothies
Figure 20: Smoothies per restaurant type, by menu incidence, Q1 2009-Q1 2012
Figure 21: Smoothies per restaurant type, by price, Q1 2009-Q1 2012
Smoothie flavors
Figure 22: Top 10 smoothie flavors, by menu incidence, Q1 2009-Q1 2012
MENU ANALYSIS: SHAKES
Figure 23: Shake type, by menu incidence, Q1 2009-Q1 2012
Figure 24: Shake type, by price, Q1 2009-Q1 2012
Restaurants serving shakes
Figure 25: Shakes per restaurant type, by menu incidence, Q1 2009-Q1 2012
Figure 26: Shakes per restaurant type, by price, Q1 2009-Q1 2012
Shake flavors
Figure 27: Top 10 shake flavors, by menu incidence, Q1 2009-Q1 2012
RESTAURANT USAGE FOR SMOOTHIES
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
Figure 28: Operator usage, by gender, March 2012
Consumers aged 18-34 are most likely to purchase smoothies
Figure 29: Operator usage, by age, March 2012
Affluent consumers order smoothies at specialty shops more than others
Figure 30: Operator usage, by household income, March 2012
SMOOTHIE PURCHASE DRIVERS
Key points
Smoothies are ordered because they are refreshing or cooling
Figure 31: Purchase drivers, by gender, March 2012
Consumers aged 35-44 drink smoothies for energy
Figure 32: Purchase drivers, by age, March 2012
Consumers $150K+ order smoothies for health reasons
Figure 33: Purchase drivers, by household income, March 2012
CONSUMER ATTITUDES TOWARD SMOOTHIES
Key points
Smoothies leave males hungry while women want healthier options
Figure 34: Attitudes toward smoothies, by gender, March 2012
Younger consumers see more value in functional smoothies
Figure 35: Attitudes toward smoothies, by age, March 2012
Income health attitudes
Figure 36: Attitudes toward smoothies, by household income, March 2012
SMOOTHIE INGREDIENT PREFERENCES
Key points
Consumers prefer yogurt-based smoothies above all others
Figure 37: Smoothie ingredients, by gender, March 2012
Older consumers are less likely to know or recall ingredients
Figure 38: Smoothie ingredients, by age, March 2012
Income affects ingredient preferences
Figure 39: Smoothie ingredients, by household income, March 2012
SMOOTHIE FLAVOR PREFERENCES
Key points
Strawberries, bananas, and mangos lead smoothie purchases
Figure 40: Fruit type in smoothies, by gender, March 2012
Consumers aged 18-24 (45%) ordered banana flavor for their last smoothie
Figure 41: Fruit type in smoothies, by age, March 2012
Affluent consumers prefer mango, peach, açaí, and blackberry flavors
Figure 42: Fruit type in smoothies, by household income, March 2012
SMOOTHIE ADD-INS PREFERENCES
Key points
Men are 9 percentage points more likely to purchase add-ins, but both genders are interested in vitamins, protein, and minerals
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
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
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
Key points
Of non-smoothie consumers, 33% just don’t think to order smoothies
Figure 49: Reasons for not purchasing, by gender, March 2012
Older consumers are concerned with sugar, calories, and carbs
Figure 50: Reasons for not purchasing, by age, March 2012
Higher-income respondents prefer to eat meals instead
Figure 51: Reasons for not purchasing, by household income, March 2012
CLUSTER ANALYSIS
Cluster 1: Basic Buyers
Characteristics
Demographics
Opportunity
Cluster 2: Smoothie Lovers
Characteristics
Demographics
Opportunity
Cluster characteristic tables
Figure 52: Target groups, March 2012
Figure 53: Operator usage, by target groups, March 2012
Figure 54: Purchase drivers, by target groups, March 2012
Figure 55: Attitudes toward smoothies, by target groups, March 2012
Figure 56: Smoothie ingredients, by target groups, March 2012
Figure 57: Fruit type in smoothies, by target groups, March 2012
Figure 58: Ingredients added to smoothies, by target groups, March 2012
Figure 59: Interest level in smoothie add-ins, by target groups, March 2012
Cluster demographic tables
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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