Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

RTD Smoothies - US - December 2012

“The RTD smoothie category is characterized by low market penetration, especially in comparison to that of made-to-order smoothies. The good news for RTD smoothie makers is that they can use the heightened consumer exposure to smoothie brought about by the popularity of fast-food smoothies to increase consumer awareness of RTD products.”

– Sarah Day Levesque, Food and Beverage Analyst

Some questions answered in this report include:

  • How can the RTD smoothie industry increase market penetration?
  • How can the industry better target users and non-users?
  • How can RTD smoothies use general smoothie trends to their advantage?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total retail sales and fan chart forecast of RTD smoothie market, at current prices, 2007-17
                        • Refrigerated segment dominates but shelf-stable shows strong growth
                          • Figure 2: Total U.S. retail sales of RTD smoothies, by segment, 2007-17
                        • Companies, brands and innovation
                          • PepsiCo remains on top but loses market share
                            • Figure 3: Retail sales of ready-to-drink smoothies by leading companies, 2012
                          • New products invigorate market but innovation slackening off in 2012
                            • Figure 4: New RTD smoothie introductions, 2007-12
                          • Market factors
                            • Low market penetration characterizes RTD smoothie category
                              • Figure 5: Incidence of smoothie purchase, by retail outlet, August 2012
                            • RTD smoothies most likely to be consumed at home, as a snack
                              • The RTD smoothie consumer
                                • Category participation decreases with age
                                  • Figure 6: Incidence of RTD smoothie purchase, by age, August 2012
                                • Ethnic/racial groups represent growth opportunities for RTD smoothies
                                  • Figure 7: Population percent change, by race and Hispanic origin, 2007-17
                                • Households with children offer opportunity
                                  • Figure 8: Incidence of RTD smoothie purchase, by presence of children in household, August 2012
                                • Taste, convenience and function drive RTD smoothie sales
                                  • Figure 9: Reasons for drinking RTD smoothies, August 2012
                                • Price and nutritional concerns hinder RTD smoothie sales
                                  • Figure 10: Reasons for not drinking smoothies, August 2012
                                • Added benefits critical to RTD smoothie purchase decision
                                  • Figure 11: Attributes influencing RTD smoothie purchases, August 2012
                                • What we think
                                • Issues in the Market

                                    • How can the RTD smoothie industry increase market penetration?
                                      • How can the industry better target users and non-users?
                                        • How can RTD smoothies use general smoothie trends to their advantage?
                                        • Insights and Opportunities

                                          • Juicing trend presents opportunity for creating fresher RTD smoothies
                                            • Superfoods may rescue RTD smoothie consumers from flavor fatigue
                                              • Figure 12: RTD smoothie launches in U.S., by flavor group, 2007-12
                                            • Healthy meets carbonated
                                              • Expansion of seasonal offerings
                                                • Ride the made-to-order smoothie wave
                                                • Trend Applications

                                                    • Trend: Transumers
                                                      • Trend: Make it Mine
                                                        • 2015 Trend: Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • RTD smoothie sales grow 124% in 2007-12
                                                              • Growth will slow but remain high in next five years
                                                                • Strong future growth subject to innovation, nutritional perceptions
                                                                  • New product launches can greatly affect overall market sales trajectory
                                                                    • Sales and forecast of market
                                                                      • Figure 13: Total U.S. retail sales and forecast of RTD smoothie market, at current prices, 2007-17
                                                                      • Figure 14: Total U.S. retail sales and forecast of RTD smoothie market, at inflation-adjusted prices, 2006-17
                                                                    • Fan chart forecast
                                                                        • Figure 15: Total retail sales and fan chart forecast of RTD smoothie market, at current prices, 2007-17
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Nutrition is in the eye of the beholder
                                                                          • Improved economic indicators should encourage spending
                                                                            • Figure 16: Monthly Consumer Confidence Index, 2007-12
                                                                            • Figure 17: U.S. Unemployment and under-employment rates, 2007-12
                                                                          • Demographic changes likely to influence RTD smoothie market growth
                                                                            • Figure 18: Population by race and Hispanic origin, 2007-17
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Made to order smoothies provide competition, potential opportunities
                                                                              • Figure 19: Incidence of smoothie purchases, August 2012
                                                                              • Figure 20: Reasons for drinking made-to-order smoothies, August 2012
                                                                            • Whole or sliced fruit, other beverages prevent further RTD usage
                                                                              • Figure 21: Reasons for not drinking smoothies, by incidence of smoothie purchases, August 2012
                                                                            • Juice offers cheaper alternative without the benefits
                                                                              • Drinkable yogurt offers nutritious alternative to RTD fruit smoothies
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Refrigerated product dominates but lost market share in 2012
                                                                                    • Figure 22: Total U.S. retail sales of RTD smoothies, by segment, at current prices, 2010 and 2012
                                                                                  • Sales of RTD smoothies, by segment
                                                                                    • Figure 23: Total U.S. retail sales of RTD smoothies, by segment, 2007-17
                                                                                • Segment Performance—Refrigerated

                                                                                  • Key points
                                                                                    • Refrigerated RTD smoothies expected to continue to dominate market
                                                                                      • Sales and forecast of refrigerated RTD smoothies
                                                                                        • Figure 24: Total U.S. retail sale of refrigerated RTD smoothies, 2007-17
                                                                                    • Segment Performance—Shelf-Stable

                                                                                      • Key points
                                                                                        • Impressive growth led by introduction of V8 V-Fusion smoothies
                                                                                          • Figure 25: Total U.S. retail sales of shelf-stable RTD smoothies, 2007-17
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • All retail channels grew in 2012, but drug stores lost market share
                                                                                            • Figure 26: Total U.S. retail sales of RTD smoothies, by channel, at current prices, 2010-12
                                                                                            • Figure 27: RTD smoothie purchase preferences, by retail channel, by age, August 2012
                                                                                            • Figure 28: RTD smoothie purchase preferences, by retail channel, by presence of children in household, August 2012
                                                                                        • Retail Channels—Supermarkets

                                                                                          • Key points
                                                                                            • Supermarket sales of RTD smoothies
                                                                                              • Figure 29: U.S. supermarket sales of RTD smoothies, at current prices, 2007-12
                                                                                            • Women and older consumers more likely to purchase at supermarket
                                                                                              • Figure 30: RTD smoothie purchase preferences, by retail channel, by gender, August 2012
                                                                                          • Retail Channels—Other Channels

                                                                                            • Key points
                                                                                              • Walmart drives sales in other channels
                                                                                                • Other retail channel sales of RTD smoothies
                                                                                                  • Figure 31: U.S. sales of ready to drink smoothies, through other retail channels, at current prices, 2007-12
                                                                                              • Retail Channels—Drug Stores

                                                                                                • Key points
                                                                                                  • Drug stores lag behind other retailers, lose market share in 2012
                                                                                                    • Drug store sales of RTD smoothies
                                                                                                      • Figure 32: U.S. drug store sales of RTD smoothies, at current prices, 2007-12
                                                                                                  • Retail Channels—Natural Supermarkets

                                                                                                    • Key points
                                                                                                      • Traditional smoothies draw skepticism in natural channel
                                                                                                        • Sales of RTD smoothies in the natural channel
                                                                                                          • Figure 33: Natural supermarket sales of RTD smoothies, at current prices, 2010-12*
                                                                                                          • Figure 34: Natural supermarket sales of RTD smoothies, at inflation-adjusted prices, 2010-12*
                                                                                                        • Natural channel sales of RTD smoothies by segment
                                                                                                          • Figure 35: Natural supermarket sales of RTD smoothies, by segment, 2009 and 2011*
                                                                                                        • Brands of note
                                                                                                          • Natural channel sales of RTD smoothies, by organic
                                                                                                            • Figure 36: Natural supermarket sales of RTD smoothies, by organic, 2010 and 2012*
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Top 3 RTD smoothie companies lose market share despite strong growth
                                                                                                              • Campbell Soup Co. acquires Bolthouse Farms in mid-2012
                                                                                                                • Private label loses market share, virtually non-existent in market
                                                                                                                  • MULO sales of RTD smoothies
                                                                                                                    • Figure 37: MULO sales of RTD smoothies by leading companies, 2011 and 2012
                                                                                                                • Brand Share—Refrigerated

                                                                                                                  • Key points
                                                                                                                    • PepsiCo’s Naked brand smoothies continue to dominate the market
                                                                                                                      • Bolthouse Farms brand smoothies to focus on innovation
                                                                                                                        • Dean Foods’ Silk smoothie takes off
                                                                                                                          • Top brands focus on added functionality
                                                                                                                            • MULO sales of refrigerated RTD smoothies
                                                                                                                              • Figure 38: MULO sales of refrigerated RTD smoothies by leading companies, 2011 and 2012
                                                                                                                          • Brand Share—Shelf-Stable

                                                                                                                            • Key points
                                                                                                                              • Segment growth driven by V8 brand smoothies
                                                                                                                                • MULO sales of shelf-stable RTD smoothies
                                                                                                                                  • Figure 39: MULO sales of shelf-stable RTD smoothies by leading company, 2011 and 2012
                                                                                                                              • Innovations and Innovators

                                                                                                                                • Number of new product introductions small but growing
                                                                                                                                  • Figure 40: New RTD smoothie introductions in U.S., by company, 2007-12
                                                                                                                                • New product claims on the rise for RTD smoothies
                                                                                                                                  • Figure 41: New RTD smoothie product claims in U.S., 2007-12
                                                                                                                                • Expanding the market by targeting the youngest consumers
                                                                                                                                  • Innovative packaging makes smoothies on-the-go easier and more fun
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview of the brand landscape
                                                                                                                                      • Made-to-order smoothies emphasize taste, health and convenience
                                                                                                                                        • Fast-food smoothie TV ads focus on the taste, experience and ingredients
                                                                                                                                          • Figure 42: McDonald’s, television ad – In Season, 2012
                                                                                                                                          • Figure 43: McDonald’s, television ad – Love My Smoothie, 2012
                                                                                                                                        • Jamba Juice provides ingredients for fruitful living
                                                                                                                                          • Figure 44: Jamba Juice, television ad – Motivated, 2012
                                                                                                                                        • RTD smoothie giant has widespread marketing presence in social media
                                                                                                                                          • Naked uses TV advertisements for straightforward messages of health
                                                                                                                                            • Figure 45: Naked, television ad – Food Your Body Needs, 2012
                                                                                                                                          • Social media presence touts brand values but leaves room for improvement
                                                                                                                                            • Bolthouse Farms helps consumers live healthier, more vibrant lives
                                                                                                                                              • YouTube video communicates company’s values
                                                                                                                                                • Sampling events bring consumers face to face with brand and product
                                                                                                                                                  • Odwalla appeals to consumers with the power of goodness
                                                                                                                                                    • V8 V-Fusion less active in social media
                                                                                                                                                      • V-Fusion smoothie Facebook page targets women, mothers
                                                                                                                                                        • Consumer criticism is the pitfall of social media
                                                                                                                                                        • The Smoothie Consumer

                                                                                                                                                          • Key points
                                                                                                                                                            • Fast food is king of smoothie selling
                                                                                                                                                              • Consumer demographics consistent regardless of smoothie outlet
                                                                                                                                                                • Figure 46: Incidence of smoothie purchases, by age, August 2012
                                                                                                                                                                • Figure 47: Adult usage of fast food & drive-in restaurants, by age, April 2011-June 2012
                                                                                                                                                              • Men and women equally likely to purchase made-to-order smoothies
                                                                                                                                                                • Figure 48: Incidence of smoothie purchases, by gender, August 2012
                                                                                                                                                              • Children and adults drive RTD smoothie consumption in households with children
                                                                                                                                                                  • Figure 49: Incidence of smoothie purchases, by presence of children in household, August 2012
                                                                                                                                                                • Multi-cultural groups are most likely to purchase smoothies
                                                                                                                                                                  • All smoothies compete for the same consumer
                                                                                                                                                                  • Reasons Consumers are Drinking RTD Smoothies

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Taste and convenience most common reason for RTD smoothie use
                                                                                                                                                                          • Figure 50: Reasons for drinking RTD smoothies, by gender, August 2012
                                                                                                                                                                        • Added benefits is top consideration for RTD smoothie purchase
                                                                                                                                                                            • Figure 51: Attributes influencing RTD smoothie purchases, by age, August 2012
                                                                                                                                                                          • Coupons and promotional sales preferred over online deals
                                                                                                                                                                              • Figure 52: Attributes influencing RTD smoothie purchases, by presence of children in household, August 2012
                                                                                                                                                                            • Higher income groups put more value on deals, brand recognition
                                                                                                                                                                                • Figure 53: Attributes influencing RTD smoothie purchases, by household income, August 2012
                                                                                                                                                                            • Reasons Consumers Aren’t Drinking RTD Smoothies

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Price is a deterrent for RTD smoothies
                                                                                                                                                                                  • Figure 54: Reasons for not drinking smoothies, by age, August 2012
                                                                                                                                                                                • RTD smoothies not perceived as nutritious by all consumers
                                                                                                                                                                                    • Figure 55: Reasons for drinking made-to-order smoothies, by gender, August 2012
                                                                                                                                                                                  • Lack of consumer awareness may contribute to low market penetration
                                                                                                                                                                                  • RTD Smoothie Consumption by Location

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • RTD smoothies at home
                                                                                                                                                                                        • Figure 56: RTD smoothie consumption preferences, by location, August 2012
                                                                                                                                                                                      • Women are more likely than men to consume RTD smoothies on-the-go
                                                                                                                                                                                        • Figure 57: RTD smoothie consumption preferences, by location, by gender, August 2012
                                                                                                                                                                                    • RTD Smoothie Consumption by Occasion

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • RTD smoothies considered a snack before a beverage
                                                                                                                                                                                          • Figure 58: RTD smoothie consumption preferences, by occasion, August 2012
                                                                                                                                                                                        • Women use product as a meal replacement more so than men
                                                                                                                                                                                          • Figure 59: RTD smoothie consumption preferences, by occasion, by gender, August 2012
                                                                                                                                                                                      • The Role of Packaging in RTD Smoothie Purchase

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Type of packaging may influence purchase for half of consumers
                                                                                                                                                                                            • Figure 60: Consumer preferred attributes in RTD smoothie packaging, August 2012
                                                                                                                                                                                          • Younger consumers more easily persuaded by packaging to purchase
                                                                                                                                                                                            • Figure 61: Consumer preferred attributes in RTD smoothie packaging, by age, August 2012
                                                                                                                                                                                          • Men more interested in family size or multi-serving containers
                                                                                                                                                                                            • Figure 62: Consumer preferred attributes in RTD smoothie packaging, by gender, August 2012
                                                                                                                                                                                          • Households with children interested in all types of packaging
                                                                                                                                                                                            • Figure 63: Consumer preferred attributes in RTD smoothie packaging, by presence of children in household, August 2012
                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Multicultural households with children are key opportunity for smoothies
                                                                                                                                                                                              • Figure 64: Incidence of smoothie purchases, by race/Hispanic origin, August 2012
                                                                                                                                                                                              • Figure 65: Households with children, by race and Hispanic origin of householder, 2011
                                                                                                                                                                                            • Hispanic smoothie consumers choose function before nutrition
                                                                                                                                                                                              • Figure 66: Reasons for drinking RTD smoothies, by Hispanic origin, August 2012
                                                                                                                                                                                            • Asian/Pacific Islander consumer segments express price sensitivity
                                                                                                                                                                                              • Figure 67: Reasons for not drinking smoothies, by race/Hispanic origin, August 2012
                                                                                                                                                                                            • Hispanics value online deals more than non-Hispanics
                                                                                                                                                                                              • Figure 68: Attributes influencing RTD smoothie purchases, by Hispanic origin, August 2012
                                                                                                                                                                                          • SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                            • Refrigerated juices/drinks—US
                                                                                                                                                                                              • IRI/Builders—Key household purchase measures
                                                                                                                                                                                                • Overview of refrigerated juices/drinks
                                                                                                                                                                                                  • Refrigerated juice and drink smoothies
                                                                                                                                                                                                    • Consumer insights on key purchase measures – refrigerated juice and drink smoothies
                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                        • Figure 69: Brand map, selected brands of refrigerated juice and drink smoothies buying rate, by household penetration, 2012*
                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                          • Figure 70: Key purchase measures for the top brands of refrigerated juice and drink smoothies, by household penetration, 2012*
                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                          • Figure 71: Incidence of smoothie purchases, by gender, August 2012
                                                                                                                                                                                                          • Figure 72: Incidence of smoothie purchases, by gender and age, August 2012
                                                                                                                                                                                                          • Figure 73: Incidence of smoothie purchases, by household income, August 2012
                                                                                                                                                                                                          • Figure 74: Incidence of smoothie purchases, by household size, August 2012
                                                                                                                                                                                                          • Figure 75: Incidence of smoothie purchases, by employment, August 2012
                                                                                                                                                                                                          • Figure 76: Reasons for not drinking smoothies, by presence of children in household, August 2012
                                                                                                                                                                                                          • Figure 77: Reasons for drinking made-to-order smoothies, by race, August 2012
                                                                                                                                                                                                          • Figure 78: Reasons for drinking made-to-order smoothies, by household size, August 2012
                                                                                                                                                                                                          • Figure 79: Reasons for drinking made-to-order smoothies, by presence of children in household, August 2012
                                                                                                                                                                                                          • Figure 80: Consumer preferred attributes in RTD smoothie packaging, by household size, August 2012
                                                                                                                                                                                                          • Figure 81: RTD smoothie purchase preferences, by retail channel, by household income, August 2012
                                                                                                                                                                                                          • Figure 82: RTD smoothie purchase preferences, by retail channel, by RTD smoothie consumption preferences, by location, August 2012
                                                                                                                                                                                                          • Figure 83: RTD smoothie purchase preferences, by retail channel, by RTD smoothie consumption preferences, by occasion, August 2012
                                                                                                                                                                                                          • Figure 84: RTD smoothie consumption preferences, by location, by age, August 2012
                                                                                                                                                                                                          • Figure 85: RTD smoothie consumption preferences, by location, by RTD smoothie consumption preferences, by occasion, August 2012
                                                                                                                                                                                                          • Figure 86: RTD smoothie consumption preferences, by occasion, by age, August 2012
                                                                                                                                                                                                          • Figure 87: RTD smoothie consumption preferences, by occasion, by presence of children in household, August 2012
                                                                                                                                                                                                          • Figure 88: Attributes influencing RTD smoothie purchases, by RTD smoothie purchase preferences, by retail channel, August 2012
                                                                                                                                                                                                      • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                          • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Campbell Soup Company
                                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                            • Dean Foods Company
                                                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                            • Wm. Bolthouse Farms Inc.

                                                                                                                                                                                                            RTD Smoothies - US - December 2012

                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)