Abstract
Since Mintel last reported on the smoothies market in October 2006, sales value has increased by 513% to reach an anticipated £282 million in 2008. Growth has primarily been driven by increased household penetration - up from 31% in 2006 to 57% in 2008, although existing smoothie converts are also drinking more - particularly in the morning and at midday.
The year 2008 is one of change for the smoothies market. Economic constraints have slowed the phenomenal rates of growth experienced earlier and the arrival of newcomer Tropicana threatens to erode the overwhelming dominance of market leader Innocent.
Looking forward, manufacturers will need to extend their appeal among the over-45s if growth in household penetration is to be sustained and also address the issue of price/value for money, which is the prime barrier to consumption among current non-users.
Key report themes:
- What has been driving significant market growth?
- Will the economy be the only barrier to sustaining future growth?
- Are smoothies consumed as a snack, breakfast or dinner?
- What are consumers' attitudes to smoothies and how are they changing?
- How has an expanding distribution chain driven growth?
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