Table of Contents
Issues in the Market
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- Definition
- Abbreviations
Future Opportunities
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- Embracing versatility can broaden smoothies’ appeal
- Fruit can equal happiness
Market in Brief
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- A rollercoaster market…
- …but one still worth investing in
- Virtually a one-brand market
- Barriers to purchase must be overcome
- Exploiting new markets…
- …and unique selling points
Internal Market Environment
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- Key points
- A uniquely British market
- Economic woes burst smoothies’ bubble
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- Figure 1: Trends for statements about shopping frugally, 2006-10
- A more demanding consumer has emerged
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- Figure 2: Trends for general statements about shopping habits, 2006-10
- There are still opportunities for non-essential goods
- Health, convenience and premiumisation remain key drivers
- The kids’ lunchbox market is now a key target
- Health message not getting through
- Less dependent on dodgy UK summers than most soft drinks
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- Figure 3: Trends for smoothie drinking, by quarter, Q1 2008-Q1 2010
Broader Market Environment
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- Key points
- Smoothies benefit from health legislation
- Recovery remains fragile but will improve from 2011
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- Figure 4: Trends and forecast for consumer expenditure, at constant 2010 prices, 2005-15
- Demographic changes
Competitive Context
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- Key points
- The growth of non-alcoholic drinks
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- Figure 5: Percentage yearly growth of UK household spend, for drinks categories in 2009, at constant value, (reference year 2006)
- Energy drinks, squash and fizzy soft drinks prove the most recession-proof
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- Figure 6: Penetration of non-alcoholic drinks, 2006-10
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Natural and ethical are the main NPD drivers
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- Figure 7: Trends for current top two claims made by new launches, 2007-10*
- New innovations targeting kids
- Innocent is mainly innovating around flavours
- Frumoo makes a virtue of its Britishness
Market Size and Forecast
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- Key points
- Smoothies see dramatic reversal in fortunes
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- Figure 8: Trends and forecast for volume sales of smoothies, 2005-15
- Figure 9: Trends and forecast for value sales of smoothies, at current and constant (2010) prices, 2005-15
- Discounting prevents even greater losses
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- Figure 10: Retail price per litre of smoothies, 2004-09
- Incremental growth from 2011
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- Figure 11: Trends and forecast for value sales of smoothies, at constant (2010) prices, 2005-15
- There is growth potential but also limitations
Market Share
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- Key points
- Innocent grows its share despite fall in sales
- The kids are alright
- PepsiCo get its fingers burnt
- The next generation
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- Figure 12: Trends for take-home brand share of smoothie brands, 2007-09
Companies and Products
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- Key points
- Take-home smoothie producers
- Innocent (Coca-Cola)
- Naked Juice (PepsiCo)
- Tropicana (PepsiCo)
- RDA Organic
- Smoothie bar chains
- Crussh
- Revive Juice Bars
Brand Elements
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- Key points
- Brand map
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- Figure 13: Attitudes towards and purchase of smoothie brands, May 2010
- Brand qualities of smoothie brands
- Innocent rules the roost
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- Figure 14: Personalities of various smoothie brands, May 2010
- Experience of smoothie brands
- Innocent most bought, but still infrequently
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- Figure 15: Consumer purchase of various smoothie brands, May 2010
- Brand consideration for smoothie brands
- Tropicana has greatest appeal
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- Figure 16: Consideration of various smoothie brands, May 2010
- Brand satisfaction for smoothie brands
- Innocent most excellent
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- Figure 17: Satisfaction with various smoothie brands, May 2010
- Brand commitment to smoothie brands
- Innocent has greatest loyalty
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- Figure 18: Commitment to various smoothie brands, May 2010
- Brand intentions for smoothie brands
- Tropicana nearing Innocent on retention
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- Figure 19: Future usage intentions for various smoothie brands, May 2010
- Brand recommendation for smoothie brands
- Innocent has highest recommendation
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- Figure 20: Recommendation of various smoothie brands, May 2010
- Innocent
- What the consumer thinks
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- Figure 21: Attitudes towards the Innocent brand, May 2010
Brand Communication and Promotion
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- Key points
- Past 12 months see a big push in adspend
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- Figure 22: Main media advertising expenditure on smoothies, 2006/07-2009/10*
- Innocent shouting about five-a-day message
- Innocent goes after the kids market
- PepsiCo reduces its investment in smoothies
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- Figure 23: Total media advertising expenditure on smoothies, 2008-10*
Channels to Market
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- Key points
- Limited presence in impulse means almost total reliance on major multiples
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- Figure 24: Trends for value sales of the smoothies market, by channel of distribution, 2007-09
- Exploiting routes to market with huge potential
- Café culture
- The on-trade
- The breakfast trade
- Vending machines
Consumer Usage and Purchasing Habits for Smoothies
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- Key points
- Smoothies tune into a new generation of consumers
- A quarter purchase smoothies for their kids…
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- Figure 25: Penetration of non-alcoholic drinks in the past year, by drink type, June 2010
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- Figure 26: Who people buy smoothies for most often, July 2010
- …in contrast to fruit juice which is more of a family purchase
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- Figure 27: Who people buy smoothies for most often compared to fruit juices, July 2010
- Smoothies are an expendable luxury…
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- Figure 28: Frequency of consumption of RTD fruit/vegetable drinks and smoothies, 2006-10
- …as well as being an ‘all or nothing’ product
- The implications of discounting
- Litre cartons dominate
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- Figure 29: Packaging types drunk most often, 2010
- High price point prohibiting growth of impulse sales of Innocent…
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- Figure 30: Price positioning of selected soft drinks, based on size of packaging, August 2010
- …as well as kids’ products
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- Figure 31: Price per 100ml for kids’ selected kid drinks multipacks, August 2010
- The importance of targeting parents with younger kids
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- Figure 32: Trends for fruit juice versus smoothies consumption among kids, by age, 2008 and 2009
Consumer Attitudes towards Smoothies
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- Key points
- Convenient health is a winning benefit…
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- Figure 33: Attitudes towards smoothies, July 2010
- …however, smoothies can make more of their exciting flavours
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- Figure 34: Flavour benefits which influence the purchase of smoothies, July 2010
- Smoothie drinkers are divided about their health benefits
- Men more cynical about health benefits of smoothies
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- Figure 35: Net difference in attitudes towards smoothies, by gender, July 2010
- The focus is on what is inside rather than outside smoothies
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- Figure 36: Key and secondary purchase drivers for smoothies, July 2010
- In an ideal world…
Changes in Consumer Consumption Over the Past Year
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- Key points
- Picture is getting brighter for smoothies
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- Figure 37: Quantity of smoothies consumed compared to a year ago, July 2010
- Younger generation driving uptake
- Calorie content driving reduction in consumption more than value
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- Figure 38: Attitudes towards smoothies, by whether people have maintained or reduced their consumption in the past year, July 2010
- Expense aside, cutting back is not an easy decision
Appendix
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- Consumer research
- Advertising data
- Focus groups
Appendix – Internal Market Environment
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- Figure 39: GfK NOP Consumer Confidence Index, January 1988-July 2010
- Figure 40: Trends in personal concerns, June 2009 and June 2010
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Appendix – Broader Market Environment
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- Figure 41: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
- Figure 42: Trends in the age structure of the UK population, 2005-15
- Figure 43: Forecast adult population trends, by socio-economic group, 2005-15
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- Figure 44: UK households, by size, 2005-15
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Appendix – Brand Communication and Promotion
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- Figure 45: Main monitored media advertising expenditure on smoothies, by leading advertisers, 2008/09 and 2009/10*
- Figure 46: Main monitored media advertising expenditure on smoothies, by leading brand and advertiser, 2008/09 and 2009/10*
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Appendix – Consumer Usage and Purchasing Habits for Smoothies
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- Figure 47: Most popular types of drinks drunk in the past year, by demographics, July 2010
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- Figure 48: Next most popular types of drinks drunk in the past year, by demographics, July 2010
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- Figure 49: Smoothies most often bought for, by demographics, July 2010
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- Figure 50: Trends for packaging types drunk most often, 2007-10
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Appendix – Consumer Attitudes towards Smoothies
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- Figure 51: Attitudes towards smoothies on a five-point sliding scale, July 2010
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- Figure 52: Agreement with attitudes towards smoothies, by demographics, July 2010
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- Figure 53: Agreement with attitudes towards smoothies, by demographics, July 2010 (continued)
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- Figure 54: Main factors influencing the purchase of one fruit juice/smoothie brand over another, by demographics, July 2010
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Appendix – Changes in Consumer Consumption Over the Past Year
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- Figure 55: Quantity of smoothies consumed compared to a year ago, by demographics, July 2010
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