Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- In a nutshell
- Competitive context
- Other beverages offer appealing alternatives to smoothies; consumer awareness is key
- Foodservice providers add smoothies to their menus
- MTO smoothies venture “beyond the four walls”
- Market driver: healthier lives on the horizon
- Market driver: higher-than-average consumption rates among Hispanics
- Market driver: youth
- Segment performance
- Proliferation benefits MTO market
- MTO companies should view unit growth and food rollouts with caution
- Value pricing may separate MTO winners from also-rans
- Functional ingredients are innovation benchmark
- Co-branding: It’s who you know
- New products drive RTD sales
- Naked, Bolthouse, and Odwalla win with functional emphasis
- Retailers hitch their smoothie wagons to the MTO star
- Consumer summary
Insights and Opportunities
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- Court the category’s best customers: Hispanics
- Quick! What’s your chain’s USP?
- Match the slogan to the smoothie
- Products are innovative, yet the same
Fast Forward Trends
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- Eating With Purpose
- Mood from food
- Clear functional choice
- But emotion should be dialed up
- Exotic ingredients breed questions, when they could infuse emotion
- New Age Wellness
- Holism in mind and body: a wholly good idea?
- Simple and concise
Market Size and Forecast
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- Key points
- MTO competition will demand honing brand identities
- Innovation key to growth
- Hispanics and healthfulness to drive sales
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- Figure 1: Total U.S. sales and forecast of smoothies at current prices, 2002-12
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- Figure 2: Total U.S. sales and forecast of smoothies at inflation adjusted prices, 2002-12
Competitive Context
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- Key points
- Other beverages offer appealing alternatives to smoothies; consumer awareness is key
- Rival: Functional beverages
- Rival: Sugar-free beverages
- Rival: Yogurt drinks
- Foodservice providers add smoothies to their menus
- Caveats to growth
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- Figure 3: Top ten restaurants, by number of smoothie menu items, Q1 2006, Q3 2006, and Q3 2007
- MTO smoothies venture “beyond the four walls”
- Commodity price increases pressure industry
Segment Performance
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- Key points
- Proliferation benefits MTO market
- New products drive RTD sales, but MTO more innovative
- Crossover will transform the competitive environment
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- Figure 4: U.S. sales and forecast of smoothies at current prices, by segment, 2002-12
- Figure 5: U.S. sales of smoothies, by segment, 2005 and 2007
Segment Performance—Made-to-Order Smoothies
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- Key points
- Growth with caveats
- Food can help—but tread with care
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- Figure 6: U.S. current sales and forecast of made-to-order smoothies, 2002-12
Segment Performance—Packaged Smoothies
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- Key points
- A marked preference for refrigerated over shelf stable
- New and functional products grow the segment
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- Figure 7: U.S. current sales and forecast of packaged smoothies, 2002-12
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- Figure 8: U.S. sales of packaged smoothies, refrigerated vs. shelf stable, 2002-07
Market Drivers
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- Setting the stage: healthier lives on the horizon
- Broad-based government action may spur healthier eating habits
- Adult obesity rates plateau
- Enter smoothies: healthy appeal
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- Figure 9: Main reason for drinking smoothies, December 2007
- Hispanics exhibit higher-than-average consumption rates
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- Figure 10: Incidence of smoothie consumption, by race/ethnicity, December 2007
- Young adults are avid users
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- Figure 11: Incidence of smoothie consumption, by age, December 2007
- Target smoothie consumers likely courted by other beverage purveyors
Leading Made-to-Order Smoothie Companies
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- Key points
- Smoothies called upon to perform
- Co-branding: It’s who you know
- Value pricing may separate winners from also-rans
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- Figure 12: Smoothie prices, Q3 2006 versus Q3 2007*
- Food, glorious food
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- Figure 13: U.S. sales of made-to-order smoothies 2005 and 2007
Made-to-Order Smoothie Company Analysis—Jamba Juice
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- Key points
- From MTO to RTD
- The most important smoothie of the day
- Frequency follows function
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- Figure 14: Jamba Juice sales, units, and sales per unit, 2005-07*
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- Figure 15: Jamba Juice top 10 menu items, by ingredient and beverage flavor, Q3 2007
- Figure 16: Smoothie prices, Jamba Juice, Q3 2006 versus Q3 2007*
Made-to-Order Company Analysis—Freshëns
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- Key point
- Rebranding incorporates more concepts
- Re-imaging keeps Freshëns fresh
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- Figure 17: Freshëns U.S. unit growth, 2005, 2006, and 2007
Made-to-Order Company Analysis—Smoothie King
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- Key points
- Chain to re-establish focus on functional roots
- Smoothie King no sandwich shop
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- Figure 18: Smoothie King sales, units, and sales per unit, 2005-07
- Figure 19: Smoothie King top 10 menu items, by ingredient and beverage flavor, Q3 2007
- Figure 20: Smoothie prices, Smoothie King, Q3 2006 versus Q3 2007*
Made-to-Order Company Analysis—Planet Smoothie
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- Key points
- Raving Brands reveals aggressive expansion plan
- Planet Smoothie ramps up with SoBe Adrenaline Rush
- Eco-strategy distinguishes the brand
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- Figure 21: Planet Smoothie sales, units, and sales per unit, 2005-07*
- Figure 22: Planet Smoothie top 10 menu items, by ingredient and flavor, Q3 2007*
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- Figure 23: Smoothie prices, Planet Smoothie, Q3 2006 versus Q3 2007*
Packaged Smoothies—Brand Share Analysis
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- Key points
- Naked’s functional emphasis pays off
- Bolthouse, Odwalla, too, benefit through benefits
- V8 Splash all but abandoned
- Coca-Cola acquires fast growing smoothie brand
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- Figure 24: FDM brand sales of ready-to-drink smoothies in the U.S., 2006 and 2007
Brand Qualities
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- Jamba takes it to the next level
Innovation and Innovators
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- Functional ingredients propel packaged segment
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- Figure 25: Number of menu items, by functional ingredient, Q1 2006, Q4 2006, and Q3 2007
- Figure 26: FDM brand sales of select ready-to-drink smoothies in the U.S., 2005-06
- In search of satiety
- Combating seasonality
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- Figure 27: Main reason for drinking smoothies, 2007
Packaged Smoothie Retail Channels
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- Key points
- Retailers hitch their smoothie wagons to the MTO star
- Store-within-a-store concept could cannibalize packaged—or excite interest in RTD
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- Figure 28: U.S. sales of packaged smoothies, by retail channel, 2005 and 2007
Advertising and Promotion
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- Overview
- Healthy/natural
- Jamba: “Put the good in your morning”
- Smoothie King’s joint partnership to combat childhood obesity
- Naked Juice blends activism with wholesome goodness
- Robeks wages America’s Wellness Challenge
- Hip/fun
- Reminder: It’s summer
- Juice It Up!
- Social consciousness
- Planet Smoothie promotes eco-friendly practices
The Consumer: Smoothie Usage
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- Smoothie consumption
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- Figure 29: Incidence of smoothie consumption, by type, December 2007
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- Figure 30: Incidence of smoothie consumption, by type, by age, December 2007
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- Figure 31: Incidence of smoothie consumption, by type, by race/ethnicity, December 2007
The Consumer: Smoothie Frequency of Use
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- Figure 32: Smoothie consumption frequency, by gender, 2005, 2006, and 2007
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- Figure 33: Smoothie consumption frequency, by age, December 2007
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The Consumer: Reasons for Drinking Smoothies
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- Figure 34: Main reason for drinking smoothies, 2005, 2006, and 2007
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- Figure 35: Smoothies versus yogurt drinks, by gender, December 2007
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The Consumer: Smoothie Usage Barriers
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- Made-to-order smoothies
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- Figure 36: Reasons for not drinking made-to-order smoothies, by gender, 2005, 2006, and 2007
- Bottled RTD smoothies
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- Figure 37: Reasons for not drinking RTD smoothies, by gender, 2005, 2006, and 2007
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- Figure 38: Reasons for not drinking RTD smoothies, by age, December 2007
Race and Ethnicity
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- Figure 39: Incidence of smoothie consumption, by race/ethnicity, December 2007
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- Figure 40: Smoothie type consumed most often, by race/ethnicity, December 2007
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- Figure 41: Smoothie consumption frequency, by race/ethnicity, December 2007
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- Figure 42: Main reason for drinking smoothies, by race/ethnicity, December 2007
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- Figure 43: Smoothies versus yogurt drinks, by race/ethnicity, December 2007
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- Figure 44: Reasons for not drinking made-to-order smoothies, by race/ethnicity, December 2007
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- Figure 45: Reasons for not drinking RTD smoothies, by race/ethnicity, December 2007
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- Figure 46: Made-to-order smoothie brands drunk in the last three months, by race/ethnicity, December 2007
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- Figure 47: Bottled RTD smoothie brands drunk in the last three months, by race/ethnicity, 2007
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Cluster Analysis
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- DIY smoothie
- Smoothie Will Rogers
- All bottled up
- Fresh only smoothie
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- Figure 48: Smoothie user clusters, December 2007
- Figure 49: Smoothie user clusters, by incidence of drinking each type of smoothie, December 2007
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- Figure 50: Smoothie user clusters, by type of smoothie drunk most often, December 2007
- Figure 51: Smoothie user clusters, by reasons for drinking smoothies, December 2007
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- Figure 52: Smoothie user clusters, frequency of consumption, December 2007
- Figure 53: Smoothie user clusters, attitudes and behavior towards smoothies, December 2007
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- Figure 54: Smoothie user clusters, by gender, December 2007
- Figure 55: Smoothie user clusters, by age, December 2007
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- Figure 56: Smoothie user clusters, by income, December 2007
- Figure 57: Smoothie user clusters, by race/ethnicity, December 2007
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- Figure 58: Smoothie user clusters, by Hispanic origin, December 2007
- Methodology
Custom Consumer Groups: Presence of Children
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- Key points
- Opportunities
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- Figure 59: Smoothie consumption, by presence of children in HH, December 2007
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- Figure 60: Smoothie consumption frequency, by presence of children in HH, December 2007
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- Figure 61: Smoothie consumption, by gender and presence of children in HH, December 2007
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- Figure 62: Smoothie consumption frequency, by gender and presence of children in HH, December 2007
Appendix: Other Useful Consumer Tables
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- Usage
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- Figure 63: Incidence of smoothie consumption, by type, 2005, 2006, and 2007
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- Figure 64: Incidence of smoothie consumption, by type, by region, December 2007
- Types of smoothies consumed most often
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- Figure 65: Smoothie type consumed most often, by gender, December 2007
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- Figure 66: Smoothie type consumed most often, by age, December 2007
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- Figure 67: Smoothie type consumed most often, by region, December 2007
- Frequency of use
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- Figure 68: Smoothie consumption frequency, by household income, December 2007
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- Figure 69: Smoothie consumption frequency, by race/ethnicity, December 2007
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- Figure 70: Smoothie consumption frequency, by presence of children in the household, December 2007
- Brands used
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- Figure 71: Made-to-order smoothie brands drunk in the last three months, 2005, 2006, and 2007
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- Figure 72: Made-to-order smoothie brands drunk in the last three months, by region, December 2007
- Bottled RTD smoothie brands used
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- Figure 73: Bottled RTD smoothie brands drunk in the last three months, 2005, 2006, and 2007
- Reasons for drinking smoothies
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- Figure 74: Main reason for drinking smoothies, by age, December 2007
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- Figure 75: Smoothies versus yogurt drinks, by age, December 2007
- Usage barriers
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- Figure 76: Reasons for not drinking made-to-order smoothies, by age, December 2007
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- Figure 77: Reasons for not drinking made-to-order smoothies, by HH income, December 2007
Appendix: Trade Associations
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