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Smoothies and Shakes: Made to Order - US - July 2012

Consumers have begun to look towards smoothies, as well as functional smoothies with health add-ins, to fulfill their better-for-you dietary needs and support their on-the-go lifestyle. These items are being consumed as snacks, meal replacements, beverages and desserts, giving the item a great deal of flexibility. The item can also be made with various bases and flavors, from healthy to indulgent, and additionally be tailored to consumers’ needs with add-ins.

This report explores smoothie and shake opportunities within the foodservice space by understanding the current marketplace, revealing competitive developments, uncovering marketing techniques and innovative technologies that restaurant operators can utilize, viewing snack trends on restaurant menus, and featuring consumer behavior and attitudes as they relate to foodservice options.

Among the topics covered in this report are:

  • Innovative smoothie and shake trends and how restaurants are currently implementing them
  • Menu analysis of smoothies and shakes by restaurant type, brand, base and flavor
  • How emerging technology can be used to help smoothie operations succeed
  • The key marketplace issues concerning smoothies and shakes and the impact they are making
  • The ins and outs of smoothies from the consumers’ perspective, including behavior and attitudes
  • A breakdown of key customer segmented groups as they relate to attitudes towards smoothies at restaurants

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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

                        • The market
                          • Figure 1: Adjusted foodservice and drinking place sales, January 2008-April 2012
                        • Government control
                          • Obesity and diabetes
                            • Competition
                              • Smoothies menued
                                • Figure 2: Top 10 smoothie flavors, by incidence, Q1 2009-Q1 2012
                              • Shakes menued
                                • Figure 3: Top 10 shake flavors, by incidence, Q1 2009-Q1 2012
                              • The consumer
                                • Figure 4: Interest level in smoothie add-ins, March 2012
                              • Consumer attitudes
                                • What we think
                                • Issues in the Market

                                    • What are the differences in gender and age when it comes to smoothies?
                                      • Which smoothies should be priced high and low?
                                        • What can restaurants do to draw in non-smoothie consumers?
                                        • Insights and Opportunities

                                          • Specialty Beverages
                                            • Cold-Pressed Juices
                                              • Frozen Yogurt
                                                • Smoothie Bowls
                                                  • Better-for-You Skinny Smoothies
                                                    • Spiked Shakes
                                                      • Technology
                                                        • Google Wallet
                                                          • Digital Menu Me
                                                          • Inspire Insights

                                                              • Trend: Minimize Me
                                                              • Market Drivers

                                                                • Key Points
                                                                  • Restaurant sales expected to be strong
                                                                    • Figure 5: Adjusted foodservice and drinking place sales, January 2008-April 2012
                                                                    • Figure 6: Restaurant Performance Index, January 2009-April 2012
                                                                  • Disposable personal income inches up
                                                                    • Figure 7: Real disposable personal income, January 2007-April 2012
                                                                  • Unemployment has fallen flat while consumer sentiment declines
                                                                    • Figure 8: Unemployment and underemployment rates, January 2007-May 2012
                                                                    • Figure 9: Consumer Sentiment, January 2007-May 2012
                                                                  • Government legislation
                                                                    • High obesity and increasing diabetes rates
                                                                      • Figure 10: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2010
                                                                    • Smoothie and shake snackers
                                                                    • Competitive Context

                                                                      • New beverages widen competitive set
                                                                        • Competition from retail
                                                                            • Figure 11: Jamba All Natural Smoothies, June 2012
                                                                          • Made at home
                                                                            • Figure 12: Magic Bullet Blender, June 2012
                                                                        • Leading Companies

                                                                          • Key points
                                                                            • Insight on this section
                                                                              • McDonald’s
                                                                                • Steak ‘n Shake
                                                                                  • Tropical Smoothie
                                                                                    • Jamba Juice
                                                                                    • Marketing Strategies

                                                                                      • Overview of the brand landscape
                                                                                        • Television Advertisements
                                                                                          • McDonald’s
                                                                                            • Message targeted to blacks
                                                                                              • Figure 13: McDonald’s, television ad, 2011
                                                                                            • Message targeted to English-speaking Hispanics
                                                                                              • Figure 14: McDonald’s, television ad, 2011
                                                                                            • Message targeted to non-English-speaking Hispanics
                                                                                              • Figure 15: McDonald’s, television ad, 2011
                                                                                            • Message targeted to Asians
                                                                                              • Figure 16: McDonald’s, television ad, 2011
                                                                                            • Message targeted to all consumers
                                                                                              • Figure 17: McDonald’s, television ad, 2011
                                                                                            • Other Television Advertisements
                                                                                              • Social Media
                                                                                                • YouTube
                                                                                                • Menu Analysis: Smoothies

                                                                                                  • Smoothie types
                                                                                                      • Figure 18: Smoothie type, by menu incidence, Q1 2009-Q1 2012
                                                                                                      • Figure 19: Smoothie type, by price, Q1 2009-Q1 2012
                                                                                                    • Restaurants serving smoothies
                                                                                                        • Figure 20: Smoothies per restaurant type, by menu incidence, Q1 2009-Q1 2012
                                                                                                        • Figure 21: Smoothies per restaurant type, by price, Q1 2009-Q1 2012
                                                                                                      • Smoothie flavors
                                                                                                          • Figure 22: Top 10 smoothie flavors, by menu incidence, Q1 2009-Q1 2012
                                                                                                      • Menu Analysis: Shakes

                                                                                                          • Figure 23: Shake type, by menu incidence, Q1 2009-Q1 2012
                                                                                                          • Figure 24: Shake type, by price, Q1 2009-Q1 2012
                                                                                                        • Restaurants serving shakes
                                                                                                            • Figure 25: Shakes per restaurant type, by menu incidence, Q1 2009-Q1 2012
                                                                                                            • Figure 26: Shakes per restaurant type, by price, Q1 2009-Q1 2012
                                                                                                          • Shake flavors
                                                                                                              • Figure 27: Top 10 shake flavors, by menu incidence, Q1 2009-Q1 2012
                                                                                                          • Restaurant Usage for Smoothies

                                                                                                            • Key points
                                                                                                              • In the past three months, McDonald’s sold smoothies to 26% of consumers
                                                                                                                • Women prefer McDonald’s, while men like Dairy Queen and Dunkin’ Donuts
                                                                                                                    • Figure 28: Operator usage, by gender, March 2012
                                                                                                                  • Consumers aged 18-34 are most likely to purchase smoothies
                                                                                                                    • Figure 29: Operator usage, by age, March 2012
                                                                                                                  • Affluent consumers order smoothies at specialty shops more than others
                                                                                                                      • Figure 30: Operator usage, by household income, March 2012
                                                                                                                  • Smoothie Purchase Drivers

                                                                                                                    • Key points
                                                                                                                      • Smoothies are ordered because they are refreshing or cooling
                                                                                                                          • Figure 31: Purchase drivers, by gender, March 2012
                                                                                                                        • Consumers aged 35-44 drink smoothies for energy
                                                                                                                            • Figure 32: Purchase drivers, by age, March 2012
                                                                                                                          • Consumers $150K+ order smoothies for health reasons
                                                                                                                              • Figure 33: Purchase drivers, by household income, March 2012
                                                                                                                          • Consumer Attitudes Toward Smoothies

                                                                                                                            • Key points
                                                                                                                              • Smoothies leave males hungry while women want healthier options
                                                                                                                                  • Figure 34: Attitudes toward smoothies, by gender, March 2012
                                                                                                                                • Younger consumers see more value in functional smoothies
                                                                                                                                    • Figure 35: Attitudes toward smoothies, by age, March 2012
                                                                                                                                  • Income health attitudes
                                                                                                                                      • Figure 36: Attitudes toward smoothies, by household income, March 2012
                                                                                                                                  • Smoothie Ingredient Preferences

                                                                                                                                    • Key points
                                                                                                                                      • Consumers prefer yogurt-based smoothies above all others
                                                                                                                                          • Figure 37: Smoothie ingredients, by gender, March 2012
                                                                                                                                        • Older consumers are less likely to know or recall ingredients
                                                                                                                                          • Figure 38: Smoothie ingredients, by age, March 2012
                                                                                                                                        • Income affects ingredient preferences
                                                                                                                                          • Figure 39: Smoothie ingredients, by household income, March 2012
                                                                                                                                      • Smoothie Flavor Preferences

                                                                                                                                        • Key points
                                                                                                                                          • Strawberries, bananas, and mangos lead smoothie purchases
                                                                                                                                              • Figure 40: Fruit type in smoothies, by gender, March 2012
                                                                                                                                            • Consumers aged 18-24 (45%) ordered banana flavor for their last smoothie
                                                                                                                                                • Figure 41: Fruit type in smoothies, by age, March 2012
                                                                                                                                              • Affluent consumers prefer mango, peach, açaí, and blackberry flavors
                                                                                                                                                  • Figure 42: Fruit type in smoothies, by household income, March 2012
                                                                                                                                              • Smoothie Add-ins Preferences

                                                                                                                                                • Key points
                                                                                                                                                  • Men are 9 percentage points more likely to purchase add-ins, but both genders are interested in vitamins, protein, and minerals
                                                                                                                                                      • Figure 43: Ingredients added to smoothies, by gender, March 2012
                                                                                                                                                      • Figure 44: Interest level in smoothie add-ins, by gender, March 2012
                                                                                                                                                    • Respondents aged 25-34 are more likely to order smoothie add-ins, while the 45-54 age group is interested in health benefits of smoothies
                                                                                                                                                        • Figure 45: Ingredients added to smoothies, by age, March 2012
                                                                                                                                                        • Figure 46: Interest level in smoothie add-ins, by age, March 2012
                                                                                                                                                      • Consumers among all income ranges purchase smoothie add-ins, with affluent consumers interested in omega-3 and added minerals
                                                                                                                                                          • Figure 47: Ingredients added to smoothies, by household income, March 2012
                                                                                                                                                          • Figure 48: Interest level in smoothie add-ins, by household income, March 2012
                                                                                                                                                      • Barriers to Smoothie Purchases

                                                                                                                                                        • Key points
                                                                                                                                                          • Of non-smoothie consumers, 33% just don’t think to order smoothies
                                                                                                                                                              • Figure 49: Reasons for not purchasing, by gender, March 2012
                                                                                                                                                            • Older consumers are concerned with sugar, calories, and carbs
                                                                                                                                                                • Figure 50: Reasons for not purchasing, by age, March 2012
                                                                                                                                                              • Higher-income respondents prefer to eat meals instead
                                                                                                                                                                  • Figure 51: Reasons for not purchasing, by household income, March 2012
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Cluster 1: Basic Buyers
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Cluster 2: Smoothie Lovers
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                    • Figure 52: Target groups, March 2012
                                                                                                                                                                                    • Figure 53: Operator usage, by target groups, March 2012
                                                                                                                                                                                    • Figure 54: Purchase drivers, by target groups, March 2012
                                                                                                                                                                                    • Figure 55: Attitudes toward smoothies, by target groups, March 2012
                                                                                                                                                                                    • Figure 56: Smoothie ingredients, by target groups, March 2012
                                                                                                                                                                                    • Figure 57: Fruit type in smoothies, by target groups, March 2012
                                                                                                                                                                                    • Figure 58: Ingredients added to smoothies, by target groups, March 2012
                                                                                                                                                                                    • Figure 59: Interest level in smoothie add-ins, by target groups, March 2012
                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                    • Figure 60: Target groups, by demographic (Part 1), March 2012
                                                                                                                                                                                    • Figure 61: Target groups, by demographic (Part 2), March 2012
                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Hershey Company, The
                                                                                                                                                                                    • Jamba Juice Company
                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                    • Starbucks Corporation

                                                                                                                                                                                    Smoothies and Shakes: Made to Order - US - July 2012

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