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Smoothie Shops - US - December 2009

Smoothie Shops, as a relatively new concept, have been finding their way in the world, and although they have found niche appeal with younger consumers, this limited market combined with economic and climate woes in the recent past have hindered growth and caused many market leaders to reevaluate their core business strategies.

While the current picture for the market appears grim, a number of opportunities emerge to help attract customers and regain footing. This report provides insights and analysis to help players move forward in a challenging environment, with a focus on the following themes:

  • In depth analysis of the core smoothie demographics, and how to continue to foster loyalty among these groups
  • Ways that the competition is luring away customers and how to battle back
  • How to address the needs of young smoothie drinkers as they age
  • The importance of sending the nutrition message, and how to better attract customers through functional offerings
  • How crucial social networking is, and how to “do it right”
  • How to overcome the weather-centricity of the market
  • The impact that product pricing has had on sales in a down economy
  • How smoothie shops can combat the rising competitive pressure from proliferation of smoothies at quick-service-restaurants
  • Do packaged smoothies offer competition or opportunity for smoothie shops

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Table of contents

  1. Scope and Themes

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

                        • Smoothie sales struggle against the negative forces of weather and the economy
                          • Opportunity exists to engage more customers
                            • Broadened smoothie availability hinders growth
                              • A closer look at leading brands
                                • Advertising and promotion
                                  • Broadened menus and selection top the innovation trend
                                    • The smoothie drinker
                                      • Smoothie shop usage overview
                                        • Smoothie shop ingredients
                                          • The Hispanic smoothie drinker
                                            • The regional smoothie user
                                            • Insights and Opportunities

                                              • Key points
                                                • Run, don’t walk, the social networking race
                                                  • Location, location, location
                                                    • … and take it on the road…
                                                      • … or, bring it inside
                                                        • Get ‘em while they’re young
                                                          • Figure 1: Population by age, 2004-14
                                                        • Combating the winter doldrums
                                                          • Make mine a meal
                                                            • Promote health benefits to cast a wider net
                                                              • Dealing with the competition
                                                              • Inspire Insights

                                                                  • Medical Wellness
                                                                    • What we’ve seen
                                                                      • MTO smoothies can differentiate and compete on a “wellness” platform
                                                                        • Show them the savings
                                                                          • The Fresh Factor
                                                                            • What we've seen
                                                                              • Specifics
                                                                                • Implications
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • A young market, battling weather and the economy
                                                                                      • Steps must be taken to reverse downward shift
                                                                                        • Figure 2: Leading U.S. smoothie shop sales and forecast, at current prices, 2004-14
                                                                                        • Figure 3: Leading U.S. smoothie shop sales and forecast, at inflation-adjusted prices, 2004-14
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • RTD and DIY smoothies compete on convenience and value platform
                                                                                          • DIY innovation kicks it up a notch
                                                                                            • RTD smoothies embrace “superfruits”…
                                                                                              • … and move into “superfood” realm
                                                                                                • LSRs hop on smoothie bandwagon
                                                                                                  • Figure 4: Top 15 QSR and fast casual chains with smoothies on menu, Q3 2009
                                                                                                  • Figure 5: Average smoothie price, top 15 QSR and fast casual, Q3 2009
                                                                                                • “Fro-yo” regains popularity as healthy snack
                                                                                                • Market Drivers

                                                                                                  • Key points
                                                                                                    • Restaurant industry recession continues, but the bottom may be in sight
                                                                                                      • Consumer confidence undermines willingness to spend at restaurants
                                                                                                          • Figure 6: Consumer Sentiment Index, by quarter, 2001-09
                                                                                                        • Commodity prices favorable for smoothie market
                                                                                                          • Unco-operative weather for smoothie sales
                                                                                                            • 18-24s drive market, but age creep is evident
                                                                                                              • Figure 7: Types of smoothies drunk, by topline and age, September/October 2009
                                                                                                            • Growth in youth population set to slow
                                                                                                              • Figure 8: U.S. population of teens aged 12-17, 2004-14
                                                                                                              • Figure 9: Population aged 18 or older, by age, 2004-14
                                                                                                            • Hispanics
                                                                                                                • Figure 10: Child population (aged 0-12), by race/Hispanic origin, 2004-14
                                                                                                            • Leading Smoothie Shop Sales and Units

                                                                                                              • Key points
                                                                                                                • Sales and unit growth widespread through 2008
                                                                                                                  • Figure 11: Leading smoothie shop sales, 2006 and 2008
                                                                                                                  • Figure 12: Leading smoothie shop units, 2006 and 2008
                                                                                                              • Restaurant Analysis: Jamba Juice

                                                                                                                • Putting up a good fight
                                                                                                                  • Product branding
                                                                                                                    • Moving beyond smoothies
                                                                                                                        • Figure 13: Jamba Juice Q3 2008 and 2009 average beverage prices
                                                                                                                        • Figure 14: Jamba Juice top 10 menu items, by ingredient and beverage flavor, Q3 2009
                                                                                                                    • Restaurant Analysis: Freshëns

                                                                                                                      • Freshëns goes “back to basics”
                                                                                                                      • Restaurant Analysis: Smoothie King

                                                                                                                        • Smoothie King continues to focus on smoothies and wellness
                                                                                                                        • Restaurant Analysis: Planet Smoothie

                                                                                                                          • A transfer to Petrus Brands
                                                                                                                            • Celebrating with LTOs
                                                                                                                              • Figure 15: Planet Smoothie Q3 2008 and 2009 average beverage prices
                                                                                                                              • Figure 16: Planet Smoothie top 10 menu items, by ingredient and beverage flavor, Q3 2009
                                                                                                                          • Restaurant Brand Qualities: Smoothie King

                                                                                                                            • Helping customer live healthier lives…
                                                                                                                              • … or not?
                                                                                                                                • Figure 17: Smoothie King top 10 menu items, by ingredient and beverage flavor, Q3 2009
                                                                                                                              • And at what price?
                                                                                                                                • Figure 18: Average smoothie price, top 15 QSR and fast casual restaurants, Q3 2009
                                                                                                                            • Advertising and Promotion

                                                                                                                              • Key points
                                                                                                                                • Jamba Juice
                                                                                                                                  • “Feel Good Moments”
                                                                                                                                    • Tropical Smoothie Café
                                                                                                                                      • A well rounded portfolio of promotional activity
                                                                                                                                        • Television advertising
                                                                                                                                          • Figure 19: Tropical Smoothie Café, 2009
                                                                                                                                          • Figure 20: Tropical Smoothie Café, 2009
                                                                                                                                      • Innovations and Innovators: Menu Innovation

                                                                                                                                        • Key points
                                                                                                                                          • Beyond smoothies
                                                                                                                                            • Coffee and tea
                                                                                                                                              • Focus on function
                                                                                                                                                • Superfruits
                                                                                                                                                  • Figure 21: Açaí new product introductions, 2004-09
                                                                                                                                                  • Figure 22: Açaí menu items at leading smoothie shops, Q3 2009
                                                                                                                                              • Innovation and Innovators: Other

                                                                                                                                                • Key points
                                                                                                                                                  • Keeping up with the “breakfast Joneses”
                                                                                                                                                    • Non-traditional locations bolster visibility
                                                                                                                                                    • The Smoothie Drinker

                                                                                                                                                      • Key points
                                                                                                                                                        • Types of smoothies
                                                                                                                                                          • Figure 23: Types of smoothies drunk, by topline and age, September/October 2009
                                                                                                                                                          • Figure 24: Types of smoothies drunk, by presence of children, September/October 2009
                                                                                                                                                        • Reasons for drinking smoothies
                                                                                                                                                          • Figure 25: Main reason for drinking smoothies, 2005, 2006, and 2007
                                                                                                                                                          • Figure 26: Reasons for drinking smoothies, by topline and age, September/October 2009
                                                                                                                                                      • Smoothie Shop Usage Overview

                                                                                                                                                        • Key points
                                                                                                                                                          • Leading smoothie shops usage
                                                                                                                                                            • Figure 27: Leading smoothie shop usage, by topline and gender, September/October 2009
                                                                                                                                                            • Figure 28: Leading smoothie shop usage, by presence of children, September/October 2009
                                                                                                                                                          • Reasons for not using smoothie shops
                                                                                                                                                            • Figure 29: Reasons for not drinking made-to-order smoothies, 2005, 2006, 2007 and 2009
                                                                                                                                                            • Figure 30: Reasons for not using smoothie shops, by topline and age, September/October 2009
                                                                                                                                                            • Figure 31: Reasons for not using smoothie shop smoothies, by presence of children, September/October 2009
                                                                                                                                                        • Smoothie Shop Ingredients

                                                                                                                                                          • Key points
                                                                                                                                                            • Base smoothie ingredients
                                                                                                                                                              • Figure 32: Smoothies base ingredients, by presence of children, September/October 2009
                                                                                                                                                            • Fruit used in smoothies
                                                                                                                                                              • Figure 33: Fruit used in smoothies, by topline, September/October 2009
                                                                                                                                                            • Smoothie “add-ins”
                                                                                                                                                              • Figure 34: Smoothie add-ins, by topline and age, September/October 2009
                                                                                                                                                          • The Hispanic Smoothie Drinker

                                                                                                                                                            • Key points
                                                                                                                                                              • Types of smoothies used
                                                                                                                                                                • Figure 35: Types of smoothies drunk, by race/Hispanic origin, September/October 2009
                                                                                                                                                              • Smoothie shop ingredients
                                                                                                                                                                • Figure 36: Smoothies base ingredients, by race/Hispanic origin, September/October 2009
                                                                                                                                                            • The Regional Smoothie User

                                                                                                                                                              • Key points
                                                                                                                                                                • Types of smoothies drunk
                                                                                                                                                                  • Figure 37: Types of smoothies drunk, by region, September/October 2009
                                                                                                                                                                • Reasons for drinking smoothies
                                                                                                                                                                  • Figure 38: Reasons for drinking smoothies, by region, September/October 2009
                                                                                                                                                                • Leading smoothie shops usage
                                                                                                                                                                  • Figure 39: Leading smoothie shop usage, by region, September/October 2009
                                                                                                                                                                • Reasons for not using smoothie shops
                                                                                                                                                                  • Figure 40: Reasons for not using smoothie shops, by topline and region, September/October 2009
                                                                                                                                                                • Smoothie “add-ins”
                                                                                                                                                                  • Figure 41: Smoothie add-ins, by region, September/October 2009
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Refreshers
                                                                                                                                                                    • Who they are
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Foodsters
                                                                                                                                                                          • Nutritionists
                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                              • Figure 42: Smoothie clusters, September/October 2009
                                                                                                                                                                              • Figure 43: Reasons for drinking smoothies, by smoothie clusters, September/October 2009
                                                                                                                                                                              • Figure 44: Smoothies base ingredients, by smoothie clusters, September/October 2009
                                                                                                                                                                              • Figure 45: Fruit used in smoothies, by smoothie clusters, September/October 2009
                                                                                                                                                                              • Figure 46: Smoothie add-ins, by smoothie clusters, September/October 2009
                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                              • Figure 47: Smoothie clusters, by gender, September/October 2009
                                                                                                                                                                              • Figure 48: Smoothie clusters, by age group, September/October 2009
                                                                                                                                                                              • Figure 49: Smoothie clusters, by income group, September/October 2009
                                                                                                                                                                              • Figure 50: Smoothie clusters, by race, September/October 2009
                                                                                                                                                                              • Figure 51: Smoothie clusters, by Hispanic origin, September/October 2009
                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                            • Custom Consumer Tables: A Closer Look at 18-34-Year-Olds

                                                                                                                                                                              • Types of smoothies drunk
                                                                                                                                                                                • Figure 52: Types of smoothies drunk, by age, gender and race/Hispanic origin, September/October 2009
                                                                                                                                                                              • Leading smoothie shops usage
                                                                                                                                                                                  • Figure 53: Leading smoothie shop usage, by age, gender and race/Hispanic origin, September/October 2009
                                                                                                                                                                                • Reasons for not using smoothie shops
                                                                                                                                                                                    • Figure 54: Reasons for not using smoothie shops drinking smoothies, by age, gender and race/Hispanic origin, September/October 2009
                                                                                                                                                                                • Additional Consumer Tables

                                                                                                                                                                                  • Ready-to-drink smoothie usage
                                                                                                                                                                                    • RTD smoothie brand usage
                                                                                                                                                                                      • Figure 55: RTD smoothie brands used, by topline and presence of children, September/October 2009
                                                                                                                                                                                    • Reasons for not using RTD smoothies
                                                                                                                                                                                      • Figure 56: Reasons for not buying a RTD smoothie, by topline and age, September/October 2009
                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Dunkin' Brands
                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                    • Food Distributors International
                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                    • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                    • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                    • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                    • Jamba Juice Company
                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                    • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                    • National Nutritional Foods Association
                                                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                                                    • National Retail Federation (NRF)
                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                    • Pizza Hut Inc
                                                                                                                                                                                    • Smoothie King Franchises Inc.
                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                    • Wm. Bolthouse Farms Inc.
                                                                                                                                                                                    • Yoplait USA

                                                                                                                                                                                    Smoothie Shops - US - December 2009

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