Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Shakes and juice remain key areas of competition
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- Figure 1: Any smoothie (smoothie and smoothie bowl), shake, and juice (juice and juice shot) purchase, February 2017
- Consumers don’t think of non-dairy milk as being a premium offer
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- Figure 2: Price sensitivity – Price summary table, February 2017
- The opportunities
- Men value the convenience of made to order smoothies
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- Figure 3: Smoothie statement agreement, by gender, February 2017
- iGens love smoothies
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- Figure 4: Any smoothie purchase (smoothie and smoothie bowl), by generation, February 2017
- Smoothie bowls carve a niche with younger consumers
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- Figure 5: Smoothie, shake, and juice purchase, by generation, February 2017
- What it means
The Market – What You Need to Know
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- Juice cleanses create an area of competition
- Legacy brands maintain an edge in retail and provide a lesson for foodservice
- An interest in plant-based diets drives a focus toward convenience
Market Perspective
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- Juice cleanses drive timely purchases
- Emerging retail brands shake up the beverage category
- Legacy brands can build upon an inherent trust from consumers
- Packaging and presentation matter for up-and-coming brands
Market Factors
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- The sugar dilemma
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- Figure 6: Percentage of non-alcoholic beverages released with no sugar added description, 2012-16
- The plant-based and natural movement brings a focus to convenience
Key Trends – What You Need to Know
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- Functional ingredients continue to emerge
- Delivery services bridge a gap between foodservice and retail
- Smoothie bowls drive smoothies into a food category
What’s Working?
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- A spoon instead of a straw
- Blended with function
- A kick of spice creates a sweet heat demand for smoothies
What’s Struggling?
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- Independents drive innovation, forcing mainstream chains to stay competitive
What’s Next?
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- Smoothie prep delivered to your doorstep
- International ingredients with a functional purpose
The Consumer – What You Need to Know
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- Men are a key smoothie demographic
- Younger consumers are motivated by health
- Yogurt is a preferred smoothie base
Smoothie Purchase Behavior
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- Smoothie shops drive the most smoothie purchases, followed by fast food
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- Figure 7: Smoothie and smoothie bowl purchase, by location, February 2017
- Men are a key smoothie demographic
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- Figure 8: Any smoothie purchase (smoothie and smoothie bowl), by gender, February 2017
- iGens purchase more smoothies compared to Millennials
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- Figure 9: Any smoothie purchase (smoothie and smoothie bowl), by generation, February 2017
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- Figure 10: Any smoothie purchase (smoothie and smoothie bowl) by location, by generation, February 2017
- Asian and Hispanic consumers over index in smoothie purchases
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- Figure 11: Any smoothie purchase (smoothie and smoothie bowl), by race and Hispanic origin, February 2017
- Smoothies for kids to target a parent audience
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- Figure 12: Smoothie and smoothie bowl purchase, by parents and nonparents, February 2017
- Urban consumers and smoothies on-the-go
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- Figure 13: Any smoothie purchase (smoothie and smoothie bowl), by urban, suburban, and rural location, February 2017
Beverage Differentiation
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- More consumers are purchasing juice and milk shakes compared to smoothies
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- Figure 14: Any smoothie (smoothies and smoothie bowls), shake, and juice (juice and juice shots) purchase, February 2017
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- Figure 15: Smoothie bowl and juice shot purchase, February 2017
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- Figure 16: Shake, juice, and smoothie purchase, by gender, February 2017
- Happy hours for non-alcoholic beverages
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- Figure 17: Shake, any juice (juice and juice shots), and any smoothie (smoothie and smoothie bowls) purchase, by parents and nonparents, February 2017
- An affordable indulgence for younger consumers
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- Figure 18: Shake, juice, and smoothie purchase, by generation, February 2017
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- Figure 19: Shake, juice, and smoothie purchase, by income, February 2017
Smoothie Ingredient Profile Interest
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- Berries top the list for ingredient interest
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- Figure 20: Smoothie ingredient interest, February 2017
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- Figure 21: Growth of smoothie ingredients on the menu, Q4 2015-Q4 2016
- Men care less about ingredient variety
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- Figure 22: Smoothie ingredient interest, by gender, February 2017
- Yogurt is a preferred smoothie base across generations
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- Figure 23: Interest in yogurt, dairy milk and non-dairy milk, by generation, February 2017
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- Figure 24: Growth of smoothie ingredient bases on the menu, Q4 2015-Q4 2016
- Bananas top the list for Hispanic ingredient preferences
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- Figure 25: Smoothie ingredient interest, by Hispanic and non-Hispanic origin, February 2017
Smoothie Statement Agreement
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- A balance between treat and health
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- Figure 26: Smoothie statement agreement, February 2017
- Men are a core target for convenience
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- Figure 27: Smoothie statement agreement, by gender, February 2017
- Millennials value healthful offerings in smoothies
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- Figure 28: Smoothie statement agreement, by generation, February 2017
- Hispanics enjoy the variety and convenience of made to order smoothies
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- Figure 29: Smoothie statement agreement, by Hispanic and non-Hispanic origin, February 2017
Price Sensitivity Analysis
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- A variety of ingredients drive the strongest price point
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- Figure 30: Price sensitivity – Price summary table, February 2017
- Figure 31: Price sensitivity, 16 oz smoothie – Optimal price, February 2017
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- Figure 32: Price sensitivity, 16 oz smoothie – Threshold prices, February 2017
- Figure 33: Price sensitivity, 16 oz smoothie with a protein boost – Optimal price, February 2017
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- Figure 34: Price sensitivity, 16 oz smoothie with a protein boost – Threshold prices, February 2017
- Figure 35: Price sensitivity, 16 oz smoothie with non-dairy milk – Optimal price, February 2017
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- Figure 36: Price sensitivity, 16 oz smoothie with non-dairy milk – Threshold prices, February 2017
- Figure 37: Price sensitivity, 16 oz smoothie prepared with more than three ingredients – Optimal price, February 2017
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- Figure 38: Price sensitivity, 16 oz smoothie prepared with more than three ingredients – Threshold prices, February 2017
Smoothie Consumer Profiles (Cluster Analysis)
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- Figure 39: Smoothie cluster group breakdowns, February 2017
- Group 1: The Health Forward Smoothie Consumer
- Demographics:
- Characteristics:
- Opportunities:
- Group 2: The Casual Smoothie Consumer
- Demographics:
- Characteristics:
- Opportunities:
- Group 3: The Unmotivated Smoothie Consumer
- Demographics:
- Characteristics:
- Opportunities:
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Smoothie Purchase Motivators
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- Just a little taste . . .
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- Figure 40: Smoothie purchase motivators, February 2017
- Customization and seasonality can’t be ignored with younger generations
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- Figure 41: Smoothie purchase motivators, by generation, February 2017
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- Figure 42: Smoothie purchase motivators, by generation, February 2017
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- Figure 43: Smoothie purchase motivators, by race and Hispanic origin, February 2017
- Higher-income consumers demonstrate an interest in added benefits
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- Figure 44: Smoothie purchase motivators, by income, February 2017
- Parents value build-your-own smoothies
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- Figure 45: Smoothie purchase motivators, by parents and nonparents, February 2017
Visitation Motivators
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- Convenience matters, but so does the atmosphere
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- Figure 46: Visitation motivators, February 2017
- Men want a smoothie shop to cater to their lifestyle
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- Figure 47: Visitation motivators, by gender, February 2017
- Gen X and Baby Boomers value promotions
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- Figure 48: Visitation motivators, by generation, February 2017
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- Figure 49: Visitation motivators, by generation, February 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations
Appendix – Price Sensitivity Analysis
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- Figure 50: 16 oz smoothies – Price sensitivity summary table, 16 oz smoothie, February 2017
- Figure 51: Price sensitivity – Price sensitivity summary table, 16 oz smoothie with protein boost, February 2017
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- Figure 52: Price sensitivity – Price sensitivity summary table, 16 oz smoothie with 3+ ingredients, February 2017
- Figure 53: Price sensitivity – Price sensitivity summary table, 16 oz smoothie with non-dairy milk, February 2017
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Appendix – Cluster Analysis
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