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Made to Order Smoothies and Shakes - US - December 2010

This report explores made to order smoothies and shakes by foodservice operators. Mintel focuses its exclusive consumer research on the smoothie segment given its relative infancy in the beverage market and substantial growth potential considering the increasing number of players becoming active in this genre. The crux of these findings provides insight into:

  • Usage of smoothies and reasons consumers drink them
  • Discovery of smoothie drinker’s attitudes towards restaurant smoothies
  • Which restaurants are most widely used for purchasing smoothies
  • Investigation into reasons why consumers aren’t drinking restaurant smoothies
  • Focus on consumer usage and preferences in base ingredients, fruit ingredients and “add-in” ingredients for restaurant smoothies
  • Opportunities for creating awareness and excitement surrounding made to order smoothies and shakes via increased accessibility, suggestive promotion and customizable innovations
  • The influence of the recession, aging population, presence of children in U.S. households and the growth of the Hispanic demographic on market sales
  • An in-depth look into made to order smoothie and shake menu items by restaurant segment and restaurant brand
  • Performance analysis and profiling of three leading brands in the market (McDonald’s, Jamba Juice and Smoothie King)
  • Comprehensive discussion regarding marketing strategies for leading restaurant advertisers, as well as how operators promote their brand quality and beverage platform

 

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Mintel Menu Insights
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Economic uncertainty causes consumer price-sensitivity
                        • Consumer frugality could impact market’s future
                          • Price-sensitivity fosters market competition
                            • Age, presence of kids, Hispanic origin are influential demographics
                              • Connection between obesity and sugary beverages
                                • Trends in made-to-order smoothie and shake menu items
                                  • Marketing MTO smoothies and shakes
                                    • Restaurants divide: Team Smoothie vs. Team Shake
                                      • Growth in restaurant smoothie usage—albeit still infrequent
                                        • Where smoothie drinkers go for smoothies
                                        • Insights and Opportunities

                                          • Overview
                                            • Give consumers reason to “think” about smoothies and shakes
                                              • Location, location, location
                                                • Suggestive selling and promotion
                                                  • Customizable innovation
                                                  • Inspire Insights

                                                      • Trend: Fit or Fat
                                                          • Figure 1: Diet- related reasons consumers aren’t ordering smoothies at restaurants, September 2009 and September 2010
                                                      • Competitive Context

                                                        • Overview
                                                          • Forgoing high-priced smoothies and shakes
                                                            • Smoothie drinkers trading down
                                                              • DIY smoothies
                                                                • CPG functional beverages
                                                                • Market Drivers

                                                                  • Recession causes restaurant sales to suffer but outlook improves
                                                                    • Figure 2: NRA performance indices, January 2009-September 2010
                                                                    • Figure 3: Adjusted foodservice and drinking places sales, January 2008-September 2010
                                                                  • Rising food prices
                                                                    • Figure 4: Consumer price index for food, September 2008-September 2010
                                                                  • Underemployment and unemployment impact spending
                                                                    • Figure 5: Unemployment and underemployment rates, January 2007-September 2010
                                                                  • Cash at hand remains limited
                                                                    • Figure 6: Real personal disposable income, January 2007-August 2010
                                                                  • Consumer confidence still rattled
                                                                    • Figure 7: Consumer Sentiment Index, March 2007-September 2010
                                                                  • Aging population negatively impacts market sales
                                                                      • Figure 8: Population aged 18 or older, 2005-15
                                                                    • Kids fuel demand for made-to-order smoothies and shakes
                                                                      • Figure 9: Households by presence of children, 1999-2009
                                                                    • Market usage strong among the fastest-growing ethnic groups
                                                                        • Figure 10: Population by race and Hispanic origin, 2005-15
                                                                      • The battle of the bulge
                                                                        • Figure 11: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                      • Obesity and beverage consumption—there’s a connection
                                                                          • Figure 12: Changes in consumption of smoothies and shakes at restaurants, January 2010
                                                                          • Figure 13: Future expectations to change consumption of smoothies and shakes at restaurants, January 2010
                                                                      • Menu Insights Analysis: Smoothies and Shakes

                                                                        • Key points
                                                                          • Smoothies outnumber shakes on restaurant menus
                                                                            • Shakes remain a stalwart restaurant menu item
                                                                                • Figure 14: Incidence of made-to-order smoothie and shake menu items, by type, Q3 2008-Q3 2010
                                                                              • Smoothies command top price points
                                                                                • Figure 15: Average price of made-to-order smoothie and shake menu items, by type, Q3 2008-Q3 2010
                                                                              • Fruit is the key ingredient to smoothies and shakes
                                                                                  • Figure 16: Incidence of made-to-order smoothie and shake menu items, by flavor, Q3 2008-Q3 2010
                                                                              • Menu Insights Analysis: Marketing and Nutritional Claims

                                                                                • Key points
                                                                                  • Marketing real, fresh smoothies and shakes
                                                                                      • Figure 17: Incidence of made-to-order smoothie and shake menu items, by marketing claim, Q3 2008-Q3 2010
                                                                                    • Freshness drives price point
                                                                                        • Figure 18: Average price of made-to-order smoothie and shake menu items, by marketing claim, Q3 2008-Q3 2010
                                                                                      • Nonfat tops nutritional claim list
                                                                                          • Figure 19: Incidence of made-to-order smoothie and shake menu items, by nutritional claim, Q3 2008-Q3 2010
                                                                                        • There’s money in nutritional claims
                                                                                            • Figure 20: Average price of made-to-order smoothie and shake menu items, by nutritional claim, Q3 2008-Q3 2010
                                                                                        • Menu Insights Analysis: Restaurant Segments

                                                                                          • Key points
                                                                                            • QSRs dominate smoothie and shake menu items
                                                                                                • Figure 21: Incidence of made-to-order smoothie and shake menu items by restaurant segment, Q3 2008-Q3 2010
                                                                                                • Figure 22: Incidence of made-to-order smoothie and shake menu items by restaurant segment, by type, Q3 2010
                                                                                              • Prices of smoothies and shakes
                                                                                                • Figure 23: Average price of made-to-order smoothie and shake menu items by restaurant segment, Q3 2008-Q3 2010
                                                                                            • Menu Insights Analysis: Restaurant Innovators

                                                                                              • Key points
                                                                                                • Smoothie King and Cheeburger Cheeburger offer depth of choice
                                                                                                    • Figure 24: Incidence of made-to-order smoothie and shake menu items by top 20 restaurants, Q3 2008-Q3 2010
                                                                                                  • Restaurants pick sides: Team Smoothie vs. Team Shake
                                                                                                    • Figure 25: Incidence of made-to-order smoothie and shake menu items by top 20 restaurants, by type, Q3 2010
                                                                                                • Restaurant Usage by Smoothie Drinkers

                                                                                                  • Key points
                                                                                                    • McDonald’s smoothies have broad reach
                                                                                                      • Figure 26: Restaurants used for getting smoothies, September 2009 and September 2010
                                                                                                    • More affluent most likely to use smoothie/juice bars
                                                                                                      • Figure 27: Restaurants used for getting smoothies, by household income, September 2010
                                                                                                    • Restaurants that offer other “treats” are more likely to be used by households with kids
                                                                                                      • Figure 28: Restaurants used for getting smoothies, by presence of children in HH, September 2010
                                                                                                    • Hispanic show preferences for smoothie shops
                                                                                                      • Figure 29: Restaurants used for getting smoothies, by Hispanic origin, September 2010
                                                                                                  • Company Profile: McDonald’s

                                                                                                    • Overview
                                                                                                      • Continued success
                                                                                                        • Figure 30: McDonald’s U.S. systemwide same-store sales growth, percentage increase, 2005-10
                                                                                                      • Finding the value of smoothies
                                                                                                          • Figure 31: Average smoothie price, McDonald’s vs. leading smoothie shop operators, Q3 2010
                                                                                                      • Company Profile: Jamba Juice

                                                                                                        • Overview
                                                                                                          • Sales plummet in 2009
                                                                                                              • Figure 32: Jamba Juice company-owned same store sales growth, percentage increase, 2005-10
                                                                                                            • The road to becoming a lifestyle brand
                                                                                                              • Menu expansion
                                                                                                                  • Figure 33: Jamba Juice menu items, by type, Q3 2008-Q3 2010
                                                                                                                • CPG commercialization
                                                                                                                • Company Profile: Smoothie King

                                                                                                                  • Overview
                                                                                                                    • Taking the plunge with new prepared food menu items
                                                                                                                        • Figure 34: Smoothie King menu items, by type, Q3 2008-Q3 2010
                                                                                                                      • Retail expansion continues
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                            • Figure 35: Select restaurant advertisers*, by segment, 2008 and 2009
                                                                                                                          • Promotional efforts focus on indulgence, quality and health
                                                                                                                            • Sonic promotes indulgence
                                                                                                                              • Figure 36: Sonic’s television ad, two guys scream for real ice cream, May 2010
                                                                                                                              • Figure 37: Brand analysis of Sonic’s beverage platform, 2010
                                                                                                                            • McDonald’s focus on quality
                                                                                                                              • Figure 38: McDonald’s television ad, real fruit smoothies, July 2010
                                                                                                                              • Figure 39: Brand analysis of McDonald’s beverage platform, 2010
                                                                                                                            • Smoothie King defined by health
                                                                                                                              • Figure 40: Smoothie King television ad, August 2010
                                                                                                                              • Figure 41: Brand analysis of Smoothie King, 2010
                                                                                                                            • Smoothie shops utilize alternative advertising efforts
                                                                                                                              • Jamba Juice engages with social media
                                                                                                                                  • Figure 42: Jambajuice.com monthly visits, October 2009-October 2010
                                                                                                                              • The Smoothie Drinker

                                                                                                                                • Key points
                                                                                                                                  • Foodservice smoothies are most popular
                                                                                                                                    • Figure 43: Smoothie usage, September 2010
                                                                                                                                  • Core MTO smoothie users—young; affluent; families; and Asians
                                                                                                                                      • Figure 44: Incidence of smoothie consumption from a restaurant, by select demographics, September 2010
                                                                                                                                  • Reasons for Drinking Smoothies

                                                                                                                                    • Key points
                                                                                                                                      • Refreshing and healthful are leading attributes driving usage
                                                                                                                                        • Figure 45: Main reason for drinking smoothies, September 2009 and September 2010
                                                                                                                                      • Women use smoothies for satiation; men drink smoothies for energy
                                                                                                                                        • Figure 46: Main reason for drinking smoothies, by gender, September 2010
                                                                                                                                      • Older consumers drink smoothies for refreshment and convenience
                                                                                                                                        • Figure 47: Main reasons for drinking smoothies, by age, September 2010
                                                                                                                                    • Consumer Attitudes Toward Restaurant Smoothies

                                                                                                                                      • Key points
                                                                                                                                        • Restaurant smoothies are in demand
                                                                                                                                            • Figure 48: Attitudes toward smoothies offered at restaurants, by gender, September 2010
                                                                                                                                          • Younger consumers appreciate health positioning of smoothie shops
                                                                                                                                              • Figure 49: Attitudes toward smoothies offered at restaurants, by age, September 2010
                                                                                                                                            • Households with kids more apt to think QSR smoothies are just as good
                                                                                                                                                • Figure 50: Attitudes toward smoothies offered at restaurants, by presence of children in HH, September 2010
                                                                                                                                              • Hispanics say smoothie shop smoothies are healthier than QSRs
                                                                                                                                                  • Figure 51: Attitudes toward smoothies offered at restaurants, by Hispanic origin, September 2010
                                                                                                                                              • Reasons Consumers Aren’t Ordering Restaurant Smoothies

                                                                                                                                                • Key points
                                                                                                                                                  • High sugar and high calories detour usage of smoothies
                                                                                                                                                      • Figure 52: Reasons consumers aren’t ordering smoothies at restaurants, September 2009 and September 2010
                                                                                                                                                    • Women turned off by high prices of smoothies
                                                                                                                                                        • Figure 53: Reasons consumers aren’t ordering smoothies at restaurants, by gender, September 2010
                                                                                                                                                      • High sugar impacts smoothie usage of over-55s
                                                                                                                                                          • Figure 54: Reasons consumers aren’t ordering smoothies at restaurants, by age, September 2010
                                                                                                                                                        • Main deterrent for households with more kids is the high cost of smoothies
                                                                                                                                                            • Figure 55: Reasons consumers aren’t ordering smoothies at restaurants, by presence of children in HH, September 2010
                                                                                                                                                        • Restaurant Smoothie Ingredients

                                                                                                                                                          • Key points
                                                                                                                                                            • Base ingredients
                                                                                                                                                              • Figure 56: Base ingredients for smoothies, September 2009 and September 2010
                                                                                                                                                            • Women prefer fruit and yogurt smoothies
                                                                                                                                                              • Figure 57: Base ingredients for smoothies, by gender, September 2010
                                                                                                                                                            • Hispanics more likely to drink fruit and juice smoothies
                                                                                                                                                              • Figure 58: Base ingredients for smoothies, by Hispanic origin, September 2010
                                                                                                                                                            • Fruit ingredients
                                                                                                                                                                • Figure 59: Fruit ingredients for smoothies, September 2009 and September 2010
                                                                                                                                                              • Hispanics have greater acceptance for mango and orange flavor smoothies
                                                                                                                                                                • Figure 60: Fruit ingredients for smoothies, by Hispanic origin, September 2010
                                                                                                                                                              • “Add-in” ingredients
                                                                                                                                                                • Figure 61: Add-in ingredients for smoothies, September 2009 and September 2010
                                                                                                                                                              • Under-25s most likely to order “add-ins” for their smoothie
                                                                                                                                                                • Figure 62: Add-in ingredients for smoothies, by age, September 2010
                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                • Enhancers
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Enrichers
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Excluders
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                          • Figure 63: Smoothie shop clusters, September 2010
                                                                                                                                                                                          • Figure 64: Smoothie usage, by smoothie shop clusters, September 2010
                                                                                                                                                                                          • Figure 65: Main reason for drinking smoothies, by smoothie shop clusters, September 2010
                                                                                                                                                                                          • Figure 66: Base ingredients for smoothies, by smoothie shop clusters, September 2010
                                                                                                                                                                                          • Figure 67: Add-in ingredients for smoothies, by smoothie shop clusters, September 2010
                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                          • Figure 68: Smoothie shop clusters, by gender, September 2010
                                                                                                                                                                                          • Figure 69: Smoothie shop clusters, by age group, September 2010
                                                                                                                                                                                          • Figure 70: Smoothie shop clusters, by household income, September 2010
                                                                                                                                                                                          • Figure 71: Smoothie shop clusters, by race, September 2010
                                                                                                                                                                                          • Figure 72: Smoothie shop clusters, by Hispanic origin, September 2010
                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                        • Custom Groups: Light, Medium and Heavy Users

                                                                                                                                                                                            • Balanced user frequency
                                                                                                                                                                                              • Figure 73: Frequency of restaurant smoothie consumption, September 2010
                                                                                                                                                                                            • Heavy smoothie drinkers use a variety of restaurants
                                                                                                                                                                                              • Figure 74: Restaurants used for getting smoothies, by user frequency, September 2010
                                                                                                                                                                                            • Fast food smoothies are welcomed by heavy smoothie drinkers
                                                                                                                                                                                              • Figure 75: Attitudes toward smoothies offered at restaurants, by user frequency, September 2010
                                                                                                                                                                                            • Light users don’t know how their smoothies are made
                                                                                                                                                                                              • Figure 76: Base ingredients for smoothies, by user frequency, September 2010
                                                                                                                                                                                            • Add-ins most popular with heavy users
                                                                                                                                                                                              • Figure 77: Add-in ingredients for smoothies, by user frequency, September 2010
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Alaska Seafood Marketing Institute
                                                                                                                                                                                            • American Dairy Association & Dairy Council (Mid Atlantic)
                                                                                                                                                                                            • American Dairy Association & Dairy Council, Inc.
                                                                                                                                                                                            • American Dairy Products Institute (ADPI)
                                                                                                                                                                                            • American Medical Association (AMA)
                                                                                                                                                                                            • Applebee's International Inc.
                                                                                                                                                                                            • Arby's Restaurant Group
                                                                                                                                                                                            • Brinker International Inc.
                                                                                                                                                                                            • Bureau of Economic Analysis
                                                                                                                                                                                            • Burger King Corporation
                                                                                                                                                                                            • Campbell Soup Company
                                                                                                                                                                                            • Caribou Coffee Company Inc.
                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                            • Darden Restaurants Inc.
                                                                                                                                                                                            • Denny's Corporation
                                                                                                                                                                                            • Dunkin' Brands
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                            • Food Distributors International
                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                            • Golden Corral Corporation
                                                                                                                                                                                            • Hardee's Food Systems, Inc.
                                                                                                                                                                                            • International Dairy Foods Association
                                                                                                                                                                                            • International Dairy·Deli·Bakery Association
                                                                                                                                                                                            • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                            • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                            • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                            • International Franchise Association (IFA)
                                                                                                                                                                                            • Jamba Juice Company
                                                                                                                                                                                            • Maui Wowi Inc.
                                                                                                                                                                                            • McDonald's U.S.A.
                                                                                                                                                                                            • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                            • Midland Dairy Association
                                                                                                                                                                                            • Midwest Dairy Association
                                                                                                                                                                                            • National Cheese Institute
                                                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                                                            • National Yogurt Association (NYA)
                                                                                                                                                                                            • Natural Products Association
                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                            • New England Dairy & Food Council
                                                                                                                                                                                            • Northeast Fresh Foods Alliance
                                                                                                                                                                                            • O'Charley's Inc.
                                                                                                                                                                                            • Odwalla Inc.
                                                                                                                                                                                            • Orange Julius of America
                                                                                                                                                                                            • Organic Trade Association
                                                                                                                                                                                            • Panera Bread Company
                                                                                                                                                                                            • Pizza Hut Inc
                                                                                                                                                                                            • Planet Smoothie Franchises LLC
                                                                                                                                                                                            • Pollo Operations, Inc.
                                                                                                                                                                                            • Potbelly Sandwich Works
                                                                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                                                                            • Smoothie King Franchises Inc.
                                                                                                                                                                                            • Sonic Corp.
                                                                                                                                                                                            • Southeast United Dairy Industry Association, Inc.
                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                            • The American Dairy Association & Dairy Council Mid East
                                                                                                                                                                                            • The Johnny Rockets Group, Inc.
                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                            • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                            • Weight Watchers International Inc.
                                                                                                                                                                                            • Western Dairy Council
                                                                                                                                                                                            • Wm. Bolthouse Farms Inc.
                                                                                                                                                                                            • World Health Organization
                                                                                                                                                                                            • Yoplait USA
                                                                                                                                                                                            • Zaxby's Franchising, Inc.

                                                                                                                                                                                            Made to Order Smoothies and Shakes - US - December 2010

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