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Smoothies - UK - October 2011

“More should be done to market the portability of smoothies, being more easily transported than fresh fruit and veg and easier to consume while on the go. This would help to increase out-of-home consumption from the relatively low 41% of consumers who drink smoothies on the go.”

– Amy Lloyd, Food and Drink Analyst

Can health continue to deliver growth in the smoothies category?

How can brands expand out-of-home smoothie consumption?

How can smoothies support demand despite pressures on consumer budgets?

How can the market attract the older consumer?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Smoothies market size and forecast, 2006-16
            • 2011 sees the market stabilising
              • The future
                • Market factors
                  • Consumption remains moderate
                    • A growing need to engage the ageing population
                      • Health remains a key issue for consumers
                        • Fragile consumer confidence to dampen demand for discretionary goods
                          • Companies, brands and innovation
                            • Figure 2: Estimated brands’ shares in the smoothies market, 2010
                          • Innocent continues to dominate the market
                            • NPD continues to drive the market
                              • Innocent ramps up ad investment
                                • The consumer
                                  • Low penetration in the smoothies market
                                    • Figure 3: Smoothies purchasing habits, July 2011
                                  • Premium price tag deters many consumers...
                                    • Figure 4: Agreement with statements on purchasing smoothies, July 2011
                                  • ...but consumers are sold on the convenience of adding to their five-a-day
                                    • Figure 5: Agreement with statements on smoothies, July 2011
                                  • What we think
                                  • Issues in the Market

                                      • Can health continue to deliver growth in the smoothies category?
                                        • How can brands expand out-of-home smoothie consumption?
                                          • How can smoothies support demand despite pressures on consumer budgets?
                                            • How can the market attract the older consumer?
                                            • Future Opportunities

                                                • Mood to Order
                                                  • The Power of One
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Smoothies’ premium price points remain a barrier to sales growth
                                                        • Figure 6: Trends in willingness to pay more for quality, 2006-11
                                                        • Figure 7: Price positioning of selected soft drinks, based on size of packaging, September 2011
                                                      • Smoothies can tap into the strong stand of fruit and veg on consumers’ health agenda
                                                        • Figure 8: Agreement with statements on fruit and vegetables eating habits, July 2009-July 2011
                                                      • Fighting obesity has become a necessity
                                                        • Figure 9: Body Mass Index among adults in England, 1995-2009
                                                      • Ethical credentials remain a concern
                                                        • Figure 10: Trends in lifestyle statements, 2006-11
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Consumer confidence remains low
                                                          • IGD scheme looks to highlight part portions of fruit and veg
                                                            • A rise in raw material costs
                                                              • Demographic changes
                                                                • Growth in ABs aids growth
                                                                  • Figure 11: Forecast adult population trends, by socio-economic group, 2006-16
                                                                • The growth of one-person households and over-55s will pose a challenge
                                                                  • Figure 12: Trends in the age structure of the UK population, 2006-11 and 2011-16
                                                              • Competitive Context

                                                                • Key points
                                                                  • The recession caused consumers to re-evaluate premium categories such as smoothies
                                                                    • Figure 13: Drink types consumed in the past 12 months, 2006-11
                                                                  • A crowded market
                                                                    • Health remains an issue but the majority prefer fresh fruit
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Ethical and health remain drivers to NPD
                                                                              • Figure 14: Trends for top three claims made by new launches, 2008-11*
                                                                            • Labelling helps to inform consumers of fruit/veg content
                                                                              • Brands face competition from own-label
                                                                                • Figure 15: New product developments in the smoothies and juice market UK, own-label vs brands, 2008-11*
                                                                              • Innocent concentrates on exotic flavours and kids
                                                                                • A polarisation in pack sizes
                                                                                  • Figure 16: Ready-to-drink fruit and vegetable juices and smoothies, by packaging types used most often, 2011
                                                                                • Targeting the children’s market
                                                                                  • Taking inspiration from other markets
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • The market sees a slight increase year on year
                                                                                          • Figure 17: UK retail sales and forecast of smoothies, by value, 2006-16
                                                                                        • Volume sales set to hold steady in 2011
                                                                                          • Figure 18: Trends and forecast for UK volume sales of smoothies, 2006-16
                                                                                        • Modest future growth forecast in the market
                                                                                          • Volume
                                                                                            • Figure 19: UK smoothies market size and forecast, by volume, 2006-16
                                                                                          • Value
                                                                                            • Figure 20: UK smoothies market size and forecast, by value, 2006-16
                                                                                          • Methodology
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Innocent loses share marginally in 2010
                                                                                                • Figure 21: Trends for brand share of smoothie brands, 2008-10
                                                                                            • Companies and Products

                                                                                              • Take-home
                                                                                                • Innocent (Coca-Cola)
                                                                                                  • PepsiCo
                                                                                                    • Naked Juice
                                                                                                      • Tropicana
                                                                                                        • Ella’s Kitchen
                                                                                                          • RDA Organic
                                                                                                            • Don Simon
                                                                                                              • Smoothie bar chains
                                                                                                                • Crussh
                                                                                                                  • Revive Juice Bars
                                                                                                                    • Boost Juice Bars
                                                                                                                      • Own-label
                                                                                                                      • Brand Communication and Promotion

                                                                                                                        • Key points
                                                                                                                          • Increase in advertising spend
                                                                                                                              • Figure 22: Main media advertising expenditure on smoothies, 2006-11*
                                                                                                                            • Innocent dominates spend
                                                                                                                              • Figure 23: Total media advertising expenditure on smoothies, by advertiser, 2006-11*
                                                                                                                            • The kids’ market sees substantial investment
                                                                                                                              • Figure 24: Innocent’s media advertising expenditure, by total spend vs spend on kids’ range, 2006-11*
                                                                                                                          • Channels to Market

                                                                                                                            • Key points
                                                                                                                              • Distribution is dominated by the supermarkets
                                                                                                                                • Figure 25: Trends for value sales of the smoothies market, by channel of distribution, 2008-10
                                                                                                                              • A need to increase impulse occasions
                                                                                                                              • The Consumer – Usage

                                                                                                                                • Key points
                                                                                                                                  • Over half of consumers have not bought smoothies in the last year
                                                                                                                                      • Figure 26: Smoothies purchasing habits, July 2011
                                                                                                                                      • Figure 27: Index of smoothies purchasing habits, by gender, age, socio-economic group and annual household income (Average = 100), July 2011
                                                                                                                                    • Targeting non-users
                                                                                                                                      • An opportunity to increase purchasing for children/others
                                                                                                                                        • Figure 28: Smoothies purchasing habits ‘For someone else’, by presence of own children, July 2011
                                                                                                                                      • Larger pack sizes dominate smoothie consumption
                                                                                                                                          • Figure 29: Type of packing of ready-to-drink fruit and vegetable juices and smoothies drunk most often, 2011
                                                                                                                                      • The Consumer – Occasions

                                                                                                                                        • Key points
                                                                                                                                          • The home is the most popular venue to drink smoothies in
                                                                                                                                              • Figure 30: Occasions for drinking smoothies, July 2011
                                                                                                                                              • Figure 31: Occasions for drinking smoothies, by age, July 2011
                                                                                                                                            • Potential to increase on-the-go consumption
                                                                                                                                              • The breakfast occasion provides untapped potential
                                                                                                                                                • Figure 32: Index of agreement with statements on purchasing smoothies, by usage ‘as part of breakfast’ (Average = 100), July 2011
                                                                                                                                            • The Consumer – Factors Influencing Choice of Smoothie Brands

                                                                                                                                              • Key points
                                                                                                                                                • Choice of flavours and fruit content the most important factors
                                                                                                                                                    • Figure 33: Factors influencing choice of smoothie brands, July 2011
                                                                                                                                                  • Opportunities for premiumisation
                                                                                                                                                    • Figure 34: Index of factors influencing choice of smoothie brands, ABs and households earning £50,000 or more (Average = 100), July 2011
                                                                                                                                                  • Meal deal users consider more factors
                                                                                                                                                    • Figure 35: Index of factors influencing choice of smoothie brands, by the occasion ‘as part of a meal deal’ (Average = 100), July 2011
                                                                                                                                                  • Added fruit content appeals to women, variety of pack sizes to men
                                                                                                                                                      • Figure 36: Net difference* between factors influencing choice of smoothie brands, by gender, July 2011
                                                                                                                                                  • The Consumer – Purchasing Habits

                                                                                                                                                    • Key points
                                                                                                                                                      • Premium price tag deters many consumers
                                                                                                                                                          • Figure 37: Agreement with statements on purchasing smoothies, July 2011
                                                                                                                                                        • Consumers are adventurous on flavour, loyal on brand
                                                                                                                                                            • Figure 38: Agreement with statements on purchasing smoothies, by age, July 2011
                                                                                                                                                          • Majority interested in a wider variety of sizes
                                                                                                                                                              • Figure 39: Index of agreement with the statement ‘I would like to see a wider variety of sizes available’, by gender, age and presence of children in household (Average = 100), July 2011
                                                                                                                                                            • Smoothie chains have limited appeal
                                                                                                                                                              • Smoothie chains have embraced added benefits more than the take-home market
                                                                                                                                                              • Consumer Attitudes Towards Smoothies

                                                                                                                                                                • Key points
                                                                                                                                                                  • Smoothies can leverage convenience proposition as helping consumers towards their five-a-day
                                                                                                                                                                      • Figure 40: Agreement with statements on smoothies, July 2011
                                                                                                                                                                    • A large minority question the health proposition of smoothies
                                                                                                                                                                      • Fresh smoothies are perceived to be best
                                                                                                                                                                          • Figure 41: Index of agreement with statements on smoothies, by age, socio-economic status and annual household income (Average = 100), July 2011
                                                                                                                                                                        • Growth opportunities for smoothies to provide an alternative choice to fruit juice and snacks
                                                                                                                                                                          • Smoothies suffer from a poor value perception
                                                                                                                                                                              • Figure 42: Index of agreement with statements on smoothies, by gender, age, socio-economic status and annual household income (Average = 100), July 2011
                                                                                                                                                                            • The over-55s are less engaged in the category
                                                                                                                                                                              • Figure 43: Agreement with statements on smoothies, by age, July 2011
                                                                                                                                                                          • The Consumer – Targeting Opportunities

                                                                                                                                                                            • Key points
                                                                                                                                                                                • Figure 44: Target groups based on attitudes towards smoothies, July 2011
                                                                                                                                                                              • Engaged
                                                                                                                                                                                • Adventurers
                                                                                                                                                                                  • On a Budget
                                                                                                                                                                                    • Mature
                                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                                        • Figure 45: Trends in personal concerns, March 2010 and March 2011
                                                                                                                                                                                        • Figure 46: Quantity of fruit and vegetables consumed by household, 2007-09
                                                                                                                                                                                        • Figure 47: Body Mass Index* among children in England, 1995-2009
                                                                                                                                                                                        • Figure 48: Attitudes towards organic food n, by demographics, 2011*
                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                        • Figure 49: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                                                                                                                                                        • Figure 50: Consumer Price Index: fruit and vegetables, January 2008-July 2011
                                                                                                                                                                                        • Figure 51: UK households, by size, 2006-16
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 52: New product development in the juice market, by package type, 2008-11*
                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                        • Figure 53: Best- and worst-case forecasts for smoothies, by value, 2011-16
                                                                                                                                                                                        • Figure 54: Best- and worst-case forecasts for smoothies, by volume, 2011-16
                                                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                                                        • Figure 55: Advertising expenditure in the UK smoothies market, 2006-11*
                                                                                                                                                                                    • Appendix – The Consumer – Usage

                                                                                                                                                                                        • Figure 56: Smoothies purchasing habits, by demographics, July 2011
                                                                                                                                                                                    • Appendix – The Consumer – Occasions

                                                                                                                                                                                        • Figure 57: Occasions for drinking smoothies, by demographics, July 2011
                                                                                                                                                                                        • Figure 58: Agreement with statements on purchasing smoothies, by occasions when having drunk smoothies, July 2011
                                                                                                                                                                                    • Appendix – The Consumer – Factors Influencing Choice of Smoothie Brands

                                                                                                                                                                                        • Figure 59: Most popular factors influencing choice of smoothie brands, by demographics, July 2011
                                                                                                                                                                                        • Figure 60: Next most popular factors influencing choice of smoothie brands, by demographics, July 2011
                                                                                                                                                                                    • Appendix – The Consumer – Purchasing Habits

                                                                                                                                                                                        • Figure 61: Agreement with statements on purchasing smoothies, July 2011
                                                                                                                                                                                        • Figure 62: Agreement with statements ‘I would buy smoothies more often if they cost less’ and ‘I like to try new flavours’, by demographics, July 2011
                                                                                                                                                                                        • Figure 63: Agreement with statements ‘I tend to buy the same brand(s)’ and ‘I prefer to buy smoothies with added benefits (eg added vitamins, superfoods)’, by demographics, July 2011
                                                                                                                                                                                        • Figure 64: Agreement with statements ‘I would like to see a wider variety of sizes available’ and ‘I only buy smoothies when they are on promotion’, by demographics, July 2011
                                                                                                                                                                                        • Figure 65: Agreement with statements ‘I tend to buy the same flavour(s)’ and ‘I have switched to own-label to save money’, by demographics, July 2011
                                                                                                                                                                                        • Figure 66: Agreement with statement ‘I prefer to buy smoothies from a smoothie/juice bar’, by demographics, July 2011
                                                                                                                                                                                        • Figure 67: Agreement with statements on purchasing smoothies, by occasions when having drunk smoothies, July 2011
                                                                                                                                                                                    • Appendix – Consumer Attitudes Towards Smoothies

                                                                                                                                                                                        • Figure 68: Agreement with statements on smoothies, July 2011
                                                                                                                                                                                        • Figure 69: Agreement with statements ‘They are a good way to get five-a-day (fruit and veg)’ and ‘They offer value for money’, by demographics, July 2011
                                                                                                                                                                                        • Figure 70: Agreement with statements ‘They are more expensive than a year ago’ and ‘They are a healthier alternative to other drinks (eg fruit juice, soft drinks)’, by demographics, July 2011
                                                                                                                                                                                        • Figure 71: Agreement with statements ‘They are too expensive for something you can make yourself at home’ and ‘They taste better when made fresh (ie at a smoothie/juice bar)’, by demographics, July 2011
                                                                                                                                                                                        • Figure 72: Agreement with statements ‘They are not as healthy as fresh fruit/veg’ and ‘They taste better than fruit juice’, by demographics, July 2011
                                                                                                                                                                                        • Figure 73: Agreement with statements ‘I prefer to make smoothies from scratch’ and ‘They contain too much sugar’, by demographics, July 2011
                                                                                                                                                                                        • Figure 74: Agreement with statement ‘They offer value for money’, by demographics, July 2011
                                                                                                                                                                                    • Appendix – The Consumer – Targeting Opportunities

                                                                                                                                                                                        • Figure 75: Target groups, by demographics, July 2011
                                                                                                                                                                                        • Figure 76: Smoothies purchasing habits, by target groups, July 2011
                                                                                                                                                                                        • Figure 77: Occasions when having drunk smoothies, by target groups, July 2011
                                                                                                                                                                                        • Figure 78: Factors influencing choice of smoothie brands, by target groups, July 2011
                                                                                                                                                                                        • Figure 79: Agreement with statements on purchasing smoothies, by target groups, July 2011
                                                                                                                                                                                        • Figure 80: Agreement with statements on smoothies, by target groups, July 2011

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                    • Boost Juice Bars
                                                                                                                                                                                    • Coca-Cola GB
                                                                                                                                                                                    • Crussh Juice Bars
                                                                                                                                                                                    • Ella's Kitchen Ltd
                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                    • IKEA
                                                                                                                                                                                    • Innocent Drinks Ltd
                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                    • Maison Blanc Ltd
                                                                                                                                                                                    • Naked Juice Company
                                                                                                                                                                                    • Nestlé UK Ltd
                                                                                                                                                                                    • Nickelodeon Networks
                                                                                                                                                                                    • Ocado Ltd
                                                                                                                                                                                    • Pepsi-Cola UK
                                                                                                                                                                                    • Pete & Johnny Plc
                                                                                                                                                                                    • Planet Organic Ltd
                                                                                                                                                                                    • RDA Organic
                                                                                                                                                                                    • Selfridges Retail Ltd
                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                    • Tropicana UK
                                                                                                                                                                                    • Waitrose Ltd
                                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                                    • Whole Foods Market (UK)
                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                    Smoothies - UK - October 2011

                                                                                                                                                                                    £1,750.00 (Excl.Tax)