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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- Economic uncertainty causes consumer price-sensitivity
- Consumer frugality could impact market’s future
- Price-sensitivity fosters market competition
- Age, presence of kids, Hispanic origin are influential demographics
- Connection between obesity and sugary beverages
- Trends in made-to-order smoothie and shake menu items
- Marketing MTO smoothies and shakes
- Restaurants divide: Team Smoothie vs. Team Shake
- Growth in restaurant smoothie usage—albeit still infrequent
- Where smoothie drinkers go for smoothies
Insights and Opportunities
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- Overview
- Give consumers reason to “think” about smoothies and shakes
- Location, location, location
- Suggestive selling and promotion
- Customizable innovation
Inspire Insights
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- Trend: Fit or Fat
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- Figure 1: Diet- related reasons consumers aren’t ordering smoothies at restaurants, September 2009 and September 2010
Competitive Context
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- Overview
- Forgoing high-priced smoothies and shakes
- Smoothie drinkers trading down
- DIY smoothies
- CPG functional beverages
Market Drivers
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- Recession causes restaurant sales to suffer but outlook improves
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- Figure 2: NRA performance indices, January 2009-September 2010
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- Figure 3: Adjusted foodservice and drinking places sales, January 2008-September 2010
- Rising food prices
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- Figure 4: Consumer price index for food, September 2008-September 2010
- Underemployment and unemployment impact spending
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- Figure 5: Unemployment and underemployment rates, January 2007-September 2010
- Cash at hand remains limited
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- Figure 6: Real personal disposable income, January 2007-August 2010
- Consumer confidence still rattled
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- Figure 7: Consumer Sentiment Index, March 2007-September 2010
- Aging population negatively impacts market sales
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- Figure 8: Population aged 18 or older, 2005-15
- Kids fuel demand for made-to-order smoothies and shakes
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- Figure 9: Households by presence of children, 1999-2009
- Market usage strong among the fastest-growing ethnic groups
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- Figure 10: Population by race and Hispanic origin, 2005-15
- The battle of the bulge
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- Figure 11: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
- Obesity and beverage consumption—there’s a connection
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- Figure 12: Changes in consumption of smoothies and shakes at restaurants, January 2010
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- Figure 13: Future expectations to change consumption of smoothies and shakes at restaurants, January 2010
Menu Insights Analysis: Smoothies and Shakes
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- Key points
- Smoothies outnumber shakes on restaurant menus
- Shakes remain a stalwart restaurant menu item
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- Figure 14: Incidence of made-to-order smoothie and shake menu items, by type, Q3 2008-Q3 2010
- Smoothies command top price points
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- Figure 15: Average price of made-to-order smoothie and shake menu items, by type, Q3 2008-Q3 2010
- Fruit is the key ingredient to smoothies and shakes
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- Figure 16: Incidence of made-to-order smoothie and shake menu items, by flavor, Q3 2008-Q3 2010
Menu Insights Analysis: Marketing and Nutritional Claims
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- Key points
- Marketing real, fresh smoothies and shakes
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- Figure 17: Incidence of made-to-order smoothie and shake menu items, by marketing claim, Q3 2008-Q3 2010
- Freshness drives price point
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- Figure 18: Average price of made-to-order smoothie and shake menu items, by marketing claim, Q3 2008-Q3 2010
- Nonfat tops nutritional claim list
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- Figure 19: Incidence of made-to-order smoothie and shake menu items, by nutritional claim, Q3 2008-Q3 2010
- There’s money in nutritional claims
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- Figure 20: Average price of made-to-order smoothie and shake menu items, by nutritional claim, Q3 2008-Q3 2010
Menu Insights Analysis: Restaurant Segments
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- Key points
- QSRs dominate smoothie and shake menu items
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- Figure 21: Incidence of made-to-order smoothie and shake menu items by restaurant segment, Q3 2008-Q3 2010
- Figure 22: Incidence of made-to-order smoothie and shake menu items by restaurant segment, by type, Q3 2010
- Prices of smoothies and shakes
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- Figure 23: Average price of made-to-order smoothie and shake menu items by restaurant segment, Q3 2008-Q3 2010
Menu Insights Analysis: Restaurant Innovators
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- Key points
- Smoothie King and Cheeburger Cheeburger offer depth of choice
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- Figure 24: Incidence of made-to-order smoothie and shake menu items by top 20 restaurants, Q3 2008-Q3 2010
- Restaurants pick sides: Team Smoothie vs. Team Shake
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- Figure 25: Incidence of made-to-order smoothie and shake menu items by top 20 restaurants, by type, Q3 2010
Restaurant Usage by Smoothie Drinkers
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- Key points
- McDonald’s smoothies have broad reach
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- Figure 26: Restaurants used for getting smoothies, September 2009 and September 2010
- More affluent most likely to use smoothie/juice bars
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- Figure 27: Restaurants used for getting smoothies, by household income, September 2010
- Restaurants that offer other “treats” are more likely to be used by households with kids
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- Figure 28: Restaurants used for getting smoothies, by presence of children in HH, September 2010
- Hispanic show preferences for smoothie shops
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- Figure 29: Restaurants used for getting smoothies, by Hispanic origin, September 2010
Company Profile: McDonald’s
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- Overview
- Continued success
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- Figure 30: McDonald’s U.S. systemwide same-store sales growth, percentage increase, 2005-10
- Finding the value of smoothies
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- Figure 31: Average smoothie price, McDonald’s vs. leading smoothie shop operators, Q3 2010
Company Profile: Jamba Juice
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- Overview
- Sales plummet in 2009
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- Figure 32: Jamba Juice company-owned same store sales growth, percentage increase, 2005-10
- The road to becoming a lifestyle brand
- Menu expansion
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- Figure 33: Jamba Juice menu items, by type, Q3 2008-Q3 2010
- CPG commercialization
Company Profile: Smoothie King
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- Overview
- Taking the plunge with new prepared food menu items
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- Figure 34: Smoothie King menu items, by type, Q3 2008-Q3 2010
- Retail expansion continues
Marketing Strategies
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- Overview
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- Figure 35: Select restaurant advertisers*, by segment, 2008 and 2009
- Promotional efforts focus on indulgence, quality and health
- Sonic promotes indulgence
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- Figure 36: Sonic’s television ad, two guys scream for real ice cream, May 2010
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- Figure 37: Brand analysis of Sonic’s beverage platform, 2010
- McDonald’s focus on quality
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- Figure 38: McDonald’s television ad, real fruit smoothies, July 2010
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- Figure 39: Brand analysis of McDonald’s beverage platform, 2010
- Smoothie King defined by health
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- Figure 40: Smoothie King television ad, August 2010
- Figure 41: Brand analysis of Smoothie King, 2010
- Smoothie shops utilize alternative advertising efforts
- Jamba Juice engages with social media
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- Figure 42: Jambajuice.com monthly visits, October 2009-October 2010
The Smoothie Drinker
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- Key points
- Foodservice smoothies are most popular
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- Figure 43: Smoothie usage, September 2010
- Core MTO smoothie users—young; affluent; families; and Asians
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- Figure 44: Incidence of smoothie consumption from a restaurant, by select demographics, September 2010
Reasons for Drinking Smoothies
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- Key points
- Refreshing and healthful are leading attributes driving usage
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- Figure 45: Main reason for drinking smoothies, September 2009 and September 2010
- Women use smoothies for satiation; men drink smoothies for energy
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- Figure 46: Main reason for drinking smoothies, by gender, September 2010
- Older consumers drink smoothies for refreshment and convenience
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- Figure 47: Main reasons for drinking smoothies, by age, September 2010
Consumer Attitudes Toward Restaurant Smoothies
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- Key points
- Restaurant smoothies are in demand
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- Figure 48: Attitudes toward smoothies offered at restaurants, by gender, September 2010
- Younger consumers appreciate health positioning of smoothie shops
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- Figure 49: Attitudes toward smoothies offered at restaurants, by age, September 2010
- Households with kids more apt to think QSR smoothies are just as good
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- Figure 50: Attitudes toward smoothies offered at restaurants, by presence of children in HH, September 2010
- Hispanics say smoothie shop smoothies are healthier than QSRs
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- Figure 51: Attitudes toward smoothies offered at restaurants, by Hispanic origin, September 2010
Reasons Consumers Aren’t Ordering Restaurant Smoothies
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- Key points
- High sugar and high calories detour usage of smoothies
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- Figure 52: Reasons consumers aren’t ordering smoothies at restaurants, September 2009 and September 2010
- Women turned off by high prices of smoothies
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- Figure 53: Reasons consumers aren’t ordering smoothies at restaurants, by gender, September 2010
- High sugar impacts smoothie usage of over-55s
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- Figure 54: Reasons consumers aren’t ordering smoothies at restaurants, by age, September 2010
- Main deterrent for households with more kids is the high cost of smoothies
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- Figure 55: Reasons consumers aren’t ordering smoothies at restaurants, by presence of children in HH, September 2010
Restaurant Smoothie Ingredients
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- Key points
- Base ingredients
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- Figure 56: Base ingredients for smoothies, September 2009 and September 2010
- Women prefer fruit and yogurt smoothies
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- Figure 57: Base ingredients for smoothies, by gender, September 2010
- Hispanics more likely to drink fruit and juice smoothies
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- Figure 58: Base ingredients for smoothies, by Hispanic origin, September 2010
- Fruit ingredients
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- Figure 59: Fruit ingredients for smoothies, September 2009 and September 2010
- Hispanics have greater acceptance for mango and orange flavor smoothies
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- Figure 60: Fruit ingredients for smoothies, by Hispanic origin, September 2010
- “Add-in” ingredients
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- Figure 61: Add-in ingredients for smoothies, September 2009 and September 2010
- Under-25s most likely to order “add-ins” for their smoothie
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- Figure 62: Add-in ingredients for smoothies, by age, September 2010
Cluster Analysis
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- Enhancers
- Demographics
- Characteristics
- Opportunity
- Enrichers
- Demographics
- Characteristics
- Opportunity
- Excluders
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 63: Smoothie shop clusters, September 2010
- Figure 64: Smoothie usage, by smoothie shop clusters, September 2010
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- Figure 65: Main reason for drinking smoothies, by smoothie shop clusters, September 2010
- Figure 66: Base ingredients for smoothies, by smoothie shop clusters, September 2010
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- Figure 67: Add-in ingredients for smoothies, by smoothie shop clusters, September 2010
- Cluster demographics
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- Figure 68: Smoothie shop clusters, by gender, September 2010
- Figure 69: Smoothie shop clusters, by age group, September 2010
- Figure 70: Smoothie shop clusters, by household income, September 2010
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- Figure 71: Smoothie shop clusters, by race, September 2010
- Figure 72: Smoothie shop clusters, by Hispanic origin, September 2010
- Cluster methodology
Custom Groups: Light, Medium and Heavy Users
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- Balanced user frequency
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- Figure 73: Frequency of restaurant smoothie consumption, September 2010
- Heavy smoothie drinkers use a variety of restaurants
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- Figure 74: Restaurants used for getting smoothies, by user frequency, September 2010
- Fast food smoothies are welcomed by heavy smoothie drinkers
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- Figure 75: Attitudes toward smoothies offered at restaurants, by user frequency, September 2010
- Light users don’t know how their smoothies are made
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- Figure 76: Base ingredients for smoothies, by user frequency, September 2010
- Add-ins most popular with heavy users
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- Figure 77: Add-in ingredients for smoothies, by user frequency, September 2010
Appendix: Trade Associations
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