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

Smoothies - UK - September 2010

The smoothies category has seen its exponential growth – driven by the success of Innocent – checked in the past three years, with the economic downturn seeing many consumers switching to cheaper alternatives such as pure fruit juices.

However, the decline of the category has also been due to negative publicity around adverse health effects and brands such as Innocent have not made a strong enough case as to why they are worth paying more for in spite of people having less money to spend.

  • Heavy discounting has failed to arrest the decline in the smoothie market, with consumers continuing to switch to cheaper alternatives such as fruit juice. As a result, the market declined by 36% between 2007 and 2009, following strong growth (+159%) between 2005 and 2007.
  • Despite strong supporting evidence from the British Nutrition Foundation, Innocent has failed to defend itself, and the smoothie category in general, from accusations that smoothies are calorie laden and bad for your teeth.
  • Innocent dominates the market, accounting for 80% of all value sales despite having a torrid time over the last two years. This is mainly on account of Pepsico’s decision to discontinue market number two brand PJs, and its lack of success in extending the Tropicana brand into the smoothies market to fill the gap.
  • Smoothie brands should be shouting louder about their exotic flavours, with three quarters of drinkers finding their exotic combination of fruits exciting.
  • Smoothies should also be targeting the impulse channel more, as time pressed consumers look for a quick health fix, rather than relying on sales of litre cartons in supermarkets, where margins are being eroded by heavy discounts.
  • Coca-cola’s investment in Innocent should provide the brand with the distribution scale to improve margins while maintaining price competition. Mintel’s price-analysis shows that unlike their litre option, Innocent’s smaller sized 250ml bottles and 180g kids cartons are vey expensive compared to their soft drinks competitors.

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • Embracing versatility can broaden smoothies’ appeal
            • Fruit can equal happiness
            • Market in Brief

              • A rollercoaster market…
                • …but one still worth investing in
                  • Virtually a one-brand market
                    • Barriers to purchase must be overcome
                      • Exploiting new markets…
                        • …and unique selling points
                        • Internal Market Environment

                          • Key points
                            • A uniquely British market
                              • Economic woes burst smoothies’ bubble
                                • Figure 1: Trends for statements about shopping frugally, 2006-10
                              • A more demanding consumer has emerged
                                • Figure 2: Trends for general statements about shopping habits, 2006-10
                              • There are still opportunities for non-essential goods
                                • Health, convenience and premiumisation remain key drivers
                                  • The kids’ lunchbox market is now a key target
                                    • Health message not getting through
                                      • Less dependent on dodgy UK summers than most soft drinks
                                        • Figure 3: Trends for smoothie drinking, by quarter, Q1 2008-Q1 2010
                                    • Broader Market Environment

                                      • Key points
                                        • Smoothies benefit from health legislation
                                          • Recovery remains fragile but will improve from 2011
                                            • Figure 4: Trends and forecast for consumer expenditure, at constant 2010 prices, 2005-15
                                          • Demographic changes
                                          • Competitive Context

                                            • Key points
                                              • The growth of non-alcoholic drinks
                                                • Figure 5: Percentage yearly growth of UK household spend, for drinks categories in 2009, at constant value, (reference year 2006)
                                              • Energy drinks, squash and fizzy soft drinks prove the most recession-proof
                                                  • Figure 6: Penetration of non-alcoholic drinks, 2006-10
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Natural and ethical are the main NPD drivers
                                                        • Figure 7: Trends for current top two claims made by new launches, 2007-10*
                                                      • New innovations targeting kids
                                                        • Innocent is mainly innovating around flavours
                                                          • Frumoo makes a virtue of its Britishness
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Smoothies see dramatic reversal in fortunes
                                                                • Figure 8: Trends and forecast for volume sales of smoothies, 2005-15
                                                                • Figure 9: Trends and forecast for value sales of smoothies, at current and constant (2010) prices, 2005-15
                                                              • Discounting prevents even greater losses
                                                                • Figure 10: Retail price per litre of smoothies, 2004-09
                                                              • Incremental growth from 2011
                                                                • Figure 11: Trends and forecast for value sales of smoothies, at constant (2010) prices, 2005-15
                                                              • There is growth potential but also limitations
                                                              • Market Share

                                                                • Key points
                                                                  • Innocent grows its share despite fall in sales
                                                                    • The kids are alright
                                                                      • PepsiCo get its fingers burnt
                                                                        • The next generation
                                                                          • Figure 12: Trends for take-home brand share of smoothie brands, 2007-09
                                                                      • Companies and Products

                                                                        • Key points
                                                                          • Take-home smoothie producers
                                                                            • Innocent (Coca-Cola)
                                                                              • Naked Juice (PepsiCo)
                                                                                • Tropicana (PepsiCo)
                                                                                  • RDA Organic
                                                                                    • Smoothie bar chains
                                                                                      • Crussh
                                                                                        • Revive Juice Bars
                                                                                        • Brand Elements

                                                                                            • Key points
                                                                                              • Brand map
                                                                                                  • Figure 13: Attitudes towards and purchase of smoothie brands, May 2010
                                                                                                • Brand qualities of smoothie brands
                                                                                                  • Innocent rules the roost
                                                                                                    • Figure 14: Personalities of various smoothie brands, May 2010
                                                                                                  • Experience of smoothie brands
                                                                                                    • Innocent most bought, but still infrequently
                                                                                                      • Figure 15: Consumer purchase of various smoothie brands, May 2010
                                                                                                    • Brand consideration for smoothie brands
                                                                                                      • Tropicana has greatest appeal
                                                                                                        • Figure 16: Consideration of various smoothie brands, May 2010
                                                                                                      • Brand satisfaction for smoothie brands
                                                                                                        • Innocent most excellent
                                                                                                          • Figure 17: Satisfaction with various smoothie brands, May 2010
                                                                                                        • Brand commitment to smoothie brands
                                                                                                          • Innocent has greatest loyalty
                                                                                                            • Figure 18: Commitment to various smoothie brands, May 2010
                                                                                                          • Brand intentions for smoothie brands
                                                                                                            • Tropicana nearing Innocent on retention
                                                                                                              • Figure 19: Future usage intentions for various smoothie brands, May 2010
                                                                                                            • Brand recommendation for smoothie brands
                                                                                                              • Innocent has highest recommendation
                                                                                                                • Figure 20: Recommendation of various smoothie brands, May 2010
                                                                                                              • Innocent
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 21: Attitudes towards the Innocent brand, May 2010
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Past 12 months see a big push in adspend
                                                                                                                    • Figure 22: Main media advertising expenditure on smoothies, 2006/07-2009/10*
                                                                                                                  • Innocent shouting about five-a-day message
                                                                                                                    • Innocent goes after the kids market
                                                                                                                      • PepsiCo reduces its investment in smoothies
                                                                                                                        • Figure 23: Total media advertising expenditure on smoothies, 2008-10*
                                                                                                                    • Channels to Market

                                                                                                                      • Key points
                                                                                                                        • Limited presence in impulse means almost total reliance on major multiples
                                                                                                                          • Figure 24: Trends for value sales of the smoothies market, by channel of distribution, 2007-09
                                                                                                                        • Exploiting routes to market with huge potential
                                                                                                                          • Café culture
                                                                                                                            • The on-trade
                                                                                                                              • The breakfast trade
                                                                                                                                • Vending machines
                                                                                                                                • Consumer Usage and Purchasing Habits for Smoothies

                                                                                                                                  • Key points
                                                                                                                                    • Smoothies tune into a new generation of consumers
                                                                                                                                      • A quarter purchase smoothies for their kids…
                                                                                                                                          • Figure 25: Penetration of non-alcoholic drinks in the past year, by drink type, June 2010
                                                                                                                                          • Figure 26: Who people buy smoothies for most often, July 2010
                                                                                                                                        • …in contrast to fruit juice which is more of a family purchase
                                                                                                                                            • Figure 27: Who people buy smoothies for most often compared to fruit juices, July 2010
                                                                                                                                          • Smoothies are an expendable luxury…
                                                                                                                                            • Figure 28: Frequency of consumption of RTD fruit/vegetable drinks and smoothies, 2006-10
                                                                                                                                          • …as well as being an ‘all or nothing’ product
                                                                                                                                            • The implications of discounting
                                                                                                                                              • Litre cartons dominate
                                                                                                                                                  • Figure 29: Packaging types drunk most often, 2010
                                                                                                                                                • High price point prohibiting growth of impulse sales of Innocent…
                                                                                                                                                    • Figure 30: Price positioning of selected soft drinks, based on size of packaging, August 2010
                                                                                                                                                  • …as well as kids’ products
                                                                                                                                                    • Figure 31: Price per 100ml for kids’ selected kid drinks multipacks, August 2010
                                                                                                                                                  • The importance of targeting parents with younger kids
                                                                                                                                                      • Figure 32: Trends for fruit juice versus smoothies consumption among kids, by age, 2008 and 2009
                                                                                                                                                  • Consumer Attitudes towards Smoothies

                                                                                                                                                    • Key points
                                                                                                                                                      • Convenient health is a winning benefit…
                                                                                                                                                          • Figure 33: Attitudes towards smoothies, July 2010
                                                                                                                                                        • …however, smoothies can make more of their exciting flavours
                                                                                                                                                            • Figure 34: Flavour benefits which influence the purchase of smoothies, July 2010
                                                                                                                                                          • Smoothie drinkers are divided about their health benefits
                                                                                                                                                            • Men more cynical about health benefits of smoothies
                                                                                                                                                              • Figure 35: Net difference in attitudes towards smoothies, by gender, July 2010
                                                                                                                                                            • The focus is on what is inside rather than outside smoothies
                                                                                                                                                                • Figure 36: Key and secondary purchase drivers for smoothies, July 2010
                                                                                                                                                              • In an ideal world…
                                                                                                                                                              • Changes in Consumer Consumption Over the Past Year

                                                                                                                                                                • Key points
                                                                                                                                                                  • Picture is getting brighter for smoothies
                                                                                                                                                                      • Figure 37: Quantity of smoothies consumed compared to a year ago, July 2010
                                                                                                                                                                    • Younger generation driving uptake
                                                                                                                                                                      • Calorie content driving reduction in consumption more than value
                                                                                                                                                                          • Figure 38: Attitudes towards smoothies, by whether people have maintained or reduced their consumption in the past year, July 2010
                                                                                                                                                                        • Expense aside, cutting back is not an easy decision
                                                                                                                                                                        • Appendix

                                                                                                                                                                          • Consumer research
                                                                                                                                                                            • Advertising data
                                                                                                                                                                              • Focus groups
                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                  • Figure 39: GfK NOP Consumer Confidence Index, January 1988-July 2010
                                                                                                                                                                                  • Figure 40: Trends in personal concerns, June 2009 and June 2010
                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                  • Figure 41: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                                                                                                                  • Figure 42: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                                                  • Figure 43: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                  • Figure 44: UK households, by size, 2005-15
                                                                                                                                                                              • Appendix – Brand Communication and Promotion

                                                                                                                                                                                  • Figure 45: Main monitored media advertising expenditure on smoothies, by leading advertisers, 2008/09 and 2009/10*
                                                                                                                                                                                  • Figure 46: Main monitored media advertising expenditure on smoothies, by leading brand and advertiser, 2008/09 and 2009/10*
                                                                                                                                                                              • Appendix – Consumer Usage and Purchasing Habits for Smoothies

                                                                                                                                                                                  • Figure 47: Most popular types of drinks drunk in the past year, by demographics, July 2010
                                                                                                                                                                                  • Figure 48: Next most popular types of drinks drunk in the past year, by demographics, July 2010
                                                                                                                                                                                  • Figure 49: Smoothies most often bought for, by demographics, July 2010
                                                                                                                                                                                  • Figure 50: Trends for packaging types drunk most often, 2007-10
                                                                                                                                                                              • Appendix – Consumer Attitudes towards Smoothies

                                                                                                                                                                                  • Figure 51: Attitudes towards smoothies on a five-point sliding scale, July 2010
                                                                                                                                                                                  • Figure 52: Agreement with attitudes towards smoothies, by demographics, July 2010
                                                                                                                                                                                  • Figure 53: Agreement with attitudes towards smoothies, by demographics, July 2010 (continued)
                                                                                                                                                                                  • Figure 54: Main factors influencing the purchase of one fruit juice/smoothie brand over another, by demographics, July 2010
                                                                                                                                                                              • Appendix – Changes in Consumer Consumption Over the Past Year

                                                                                                                                                                                  • Figure 55: Quantity of smoothies consumed compared to a year ago, by demographics, July 2010

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Advertising Standards Authority
                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                              • British Nutrition Foundation
                                                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                              • Britvic Soft Drinks
                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                              • Coca-Cola Enterprises Ltd
                                                                                                                                                                              • Costa
                                                                                                                                                                              • Council of Mortgage Lenders
                                                                                                                                                                              • Del Monte Foods
                                                                                                                                                                              • Department of Health
                                                                                                                                                                              • Ella's Kitchen Ltd
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Food Standards Agency
                                                                                                                                                                              • Gfk NOP
                                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                              • JD Wetherspoon
                                                                                                                                                                              • Kantar Media
                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                              • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                              • MySpace.com
                                                                                                                                                                              • Office for National Statistics
                                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                                              • Pepsi-Cola UK
                                                                                                                                                                              • Premier Foods plc
                                                                                                                                                                              • Rainforest Alliance
                                                                                                                                                                              • Red Bull UK
                                                                                                                                                                              • School Food Trust
                                                                                                                                                                              • Starbucks Coffee Company UK Ltd
                                                                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                              • Tupperware
                                                                                                                                                                              • Virgin Media Ltd
                                                                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                                                                              • Waitrose
                                                                                                                                                                              • Whole Foods Market (UK)
                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              Smoothies - UK - September 2010

                                                                                                                                                                              US $2,478.79 (Excl.Tax)