Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- 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
- Market Size and Forecast
- Key points
- MTO competition will demand honing brand identities
- Innovation key to growth
- Hispanics and healthfulness to drive sales
- Figure 1: Total U.S. sales and forecast of smoothies at current prices,
2002-12
- Figure 2: Total U.S. sales and forecast of smoothies at inflation
adjusted prices, 2002-12
- Competitive Context
- 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
- 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
- Key points
- Proliferation benefits MTO market
- New products drive RTD sales, but MTO more innovative
- Crossover will transform the competitive environment
- 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
- Key points
- Growth with caveats
- Food can help--but tread with care
- Figure 6: U.S. current sales and forecast of made-to-order smoothies,
2002-12
- Segment Performance--Packaged Smoothies
- Key points
- A marked preference for refrigerated over shelf stable
- New and functional products grow the segment
- Figure 7: U.S. current sales and forecast of packaged smoothies, 2002-12
- Figure 8: U.S. sales of packaged smoothies, refrigerated vs. shelf
stable, 2002-07
- Market Drivers
- 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
- Figure 9: Main reason for drinking smoothies, December 2007
- Hispanics exhibit higher-than-average consumption rates
- Figure 10: Incidence of smoothie consumption, by race/ethnicity,
December 2007
- Young adults are avid users
- 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
- Key points
- Smoothies called upon to perform
- Co-branding: It' s who you know
- Value pricing may separate winners from also-rans
- Figure 12: Smoothie prices, Q3 2006 versus Q3 2007*
- Food, glorious food
- Figure 13: U.S. sales of made-to-order smoothies 2005 and 2007
- Made-to-Order Smoothie Company Analysis--Jamba Juice
- Key points
- From MTO to RTD
- The most important smoothie of the day
- Frequency follows function
- Figure 14: Jamba Juice sales, units, and sales per unit, 2005-07*
- 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
- Key point
- Rebranding incorporates more concepts
- Re-imaging keeps Freshën fresh
- Figure 17: Freshën U.S. unit growth, 2005, 2006, and 2007
- Made-to-Order Company Analysis--Smoothie King
- Key points
- Chain to re-establish focus on functional roots
- Smoothie King no sandwich shop
- 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
- Key points
- Raving Brands reveals aggressive expansion plan
- Planet Smoothie ramps up with SoBe Adrenaline Rush
- Eco-strategy distinguishes the brand
- 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*
- Figure 23: Smoothie prices, Planet Smoothie, Q3 2006 versus Q3 2007*
- Packaged Smoothies--Brand Share Analysis
- 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
- Figure 24: FDM brand sales of ready-to-drink smoothies in the U.S., 2006
and 2007
- Brand Qualities
- Jamba takes it to the next level
- Innovation and Innovators
- Functional ingredients propel packaged segment
- 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
- Figure 27: Main reason for drinking smoothies, 2007
- Packaged Smoothie Retail Channels
- Key points
- Retailers hitch their smoothie wagons to the MTO star
- Store-within-a-store concept could cannibalize packaged--or excite
interest in RTD
- Figure 28: U.S. sales of packaged smoothies, by retail channel, 2005 and
2007
- Advertising and Promotion
- 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
- Smoothie consumption
- Figure 29: Incidence of smoothie consumption, by type, December 2007
- Figure 30: Incidence of smoothie consumption, by type, by age, December
2007
- Figure 31: Incidence of smoothie consumption, by type, by
race/ethnicity, December 2007
- The Consumer: Smoothie Frequency of Use
- Figure 32: Smoothie consumption frequency, by gender, 2005, 2006, and
2007
- Figure 33: Smoothie consumption frequency, by age, December 2007
- The Consumer: Reasons for Drinking Smoothies
- Figure 34: Main reason for drinking smoothies, 2005, 2006, and 2007
- Figure 35: Smoothies versus yogurt drinks, by gender, December 2007
- The Consumer: Smoothie Usage Barriers
- Made-to-order smoothies
- Figure 36: Reasons for not drinking made-to-order smoothies, by gender,
2005, 2006, and 2007
- Bottled RTD smoothies
- Figure 37: Reasons for not drinking RTD smoothies, by gender, 2005,
2006, and 2007
- Figure 38: Reasons for not drinking RTD smoothies, by age, December 2007
- Race and Ethnicity
- Figure 39: Incidence of smoothie consumption, by race/ethnicity,
December 2007
- Figure 40: Smoothie type consumed most often, by race/ethnicity,
December 2007
- Figure 41: Smoothie consumption frequency, by race/ethnicity, December
2007
- Figure 42: Main reason for drinking smoothies, by race/ethnicity,
December 2007
- Figure 43: Smoothies versus yogurt drinks, by race/ethnicity, December
2007
- Figure 44: Reasons for not drinking made-to-order smoothies, by
race/ethnicity, December 2007
- Figure 45: Reasons for not drinking RTD smoothies, by race/ethnicity,
December 2007
- Figure 46: Made-to-order smoothie brands drunk in the last three months,
by race/ethnicity, December 2007
- Figure 47: Bottled RTD smoothie brands drunk in the last three months,
by race/ethnicity, 2007
- Appendix: Other Useful Consumer Tables
- Usage
- Figure 63: Incidence of smoothie consumption, by type, 2005, 2006, and
2007
- Figure 64: Incidence of smoothie consumption, by type, by region,
December 2007
- Types of smoothies consumed most often
- Figure 65: Smoothie type consumed most often, by gender, December 2007
- Figure 66: Smoothie type consumed most often, by age, December 2007
- Figure 67: Smoothie type consumed most often, by region, December 2007
- Frequency of use
- Figure 68: Smoothie consumption frequency, by household income, December
2007
- Figure 69: Smoothie consumption frequency, by race/ethnicity, December
2007
- Figure 70: Smoothie consumption frequency, by presence of children in
the household, December 2007
- Brands used
- Figure 71: Made-to-order smoothie brands drunk in the last three months,
2005, 2006, and 2007
- Figure 72: Made-to-order smoothie brands drunk in the last three months,
by region, December 2007
- Bottled RTD smoothie brands used
- Figure 73: Bottled RTD smoothie brands drunk in the last three months,
2005, 2006, and 2007
- Reasons for drinking smoothies
- Figure 74: Main reason for drinking smoothies, by age, December 2007
- Figure 75: Smoothies versus yogurt drinks, by age, December 2007
- Usage barriers
- Figure 76: Reasons for not drinking made-to-order smoothies, by age,
December 2007
- Figure 77: Reasons for not drinking made-to-order smoothies, by HH
income, December 2007
- Appendix: Trade Associations
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