“Functionality has been one of the most important trends within the beverage industry, and its importance has only been enhanced by the pandemic. Foodservice occasions will be up for grabs as consumers re-engage with a blend of pre-pandemic and “post”-pandemic habits, especially as consumers ramp up on out-of-home and on-the-go needs. Operators can help remind consumers that MTO order smoothies provide a healthy dose of sustenance, satiety and nutrition that meet a diverse set of occasions and needs through protein-enhanced menu items”.
Mimi Bonnett, Senior Director, US Food and Drink

This Report looks at the following areas:

  • Where (purchase location) and how (dine-in, takeout, delivery) MTO smoothies are purchased
  • Types of smoothies ordered as well as appealing smoothie ingredients
  • Changes in frequency of procurement and consumption of MTO smoothies
  • Health and wellness claims that are important to users when ordering smoothies
  • A look at user perceptions and behaviors toward MTO smoothies, particularly attitudes that drive and deter use

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Made-to-order smoothie purchases, 2021
                      • Figure 2: Category outlook, 2022-27
                    • Challenges and opportunities
                      • Operators must roll with the times
                        • Figure 3: Change in behavior, 2021
                      • Rising food prices will both benefit and challenge operators
                        • Convenience, value drive channel choice
                          • Figure 4: Purchase locations, 2021
                        • Parents are especially strong targets for loyalty
                          • Figure 5: Attitudes toward made-to-order smoothies, by parental status, 2021
                        • Tangible claims outrank function
                          • Figure 6: TURF Analysis – Important smoothie claims, 2021
                        • Key consumer insights
                        • Targeted MTO Smoothie Audience

                          • MTO smoothies attract a broad adult audience
                            • Figure 7: Made-to-order smoothie purchases, 2021
                          • Snacking leads consumption of MTO smoothies
                            • Figure 8: Year-over-year behaviors – Consumption, 2021
                          • Health and wellness drive consumption of MTO smoothies
                            • Figure 9: Attitudes toward made-to-order smoothies – Health, 2021
                        • Market Factors

                          • Foodservice industry makes cautious recovery
                            • Figure 10: Sales of food at home and away from home, 2010-21
                          • Lingering economic uncertainties can threaten or benefit the market
                            • Figure 11: Consumer Sentiment Index, 2010-22
                          • In a crowded functional beverage space smoothies have room for growth
                            • Figure 12: Consumption occasions of health beverages, 2021
                          • Shrinking household size suggests need for strategic shifts
                            • Figure 13: Households by presence of own children, 2010-20
                        • Competitive Strategies and Market Opportunities

                          • Delivery and on-line ordering
                            • Let’s get physical
                              • Figure 14: Competitive beverage occasions, 2021
                            • Co-branded partnerships
                              • Figure 15: MTO smoothie attitudes, 2021
                            • Return to MTO smoothie innovation focuses on function
                                • Figure 16: Smoothies on the menu, by type, 2019-21
                              • Protein is still a powerhouse for MTO smoothies
                                • Figure 17: Smoothies on the menu, protein ingredients, 2019-21
                              • Convenience channels come on strong with MTO smoothies
                                • Figure 18: Smoothies on the menu, by top 4 restaurant segments, 2019-21
                              • Tapping into plant-based fever
                              • The Made to Order Smoothie Consumer – Fast Facts

                                  • Versatility and nutrition are smoothie consumption drivers
                                    • Function is fun, but flavor and satiety drive decisions
                                    • MTO Smoothie Purchase Locations

                                      • Convenience, value drive channel choice
                                        • Figure 19: Purchase locations, 2021
                                      • Under 45s drive MTO smoothie business
                                        • Figure 20: Purchase locations, by age, 2021
                                        • Figure 21: Purchase locations, by age, 2021
                                      • MTO smoothies are smart, convenient draws for parents and kids
                                        • Figure 22: Purchase locations, by parental status, 2021
                                    • Types of Smoothies Purchased

                                      • Fruit + function are winning combinations
                                        • Figure 23: Types of smoothies, 2021
                                      • Target new audiences through specific nutrition
                                        • Figure 24: Types of smoothies, by parental status, 2021
                                    • Change in Smoothie Behaviors

                                      • 2022 convenience is new-ish territory
                                        • Figure 25: Year-over-year behaviors – Procurement, 2021
                                      • Shifts in MTO smoothie habits favor increase rather than decreases
                                        • Figure 26: Year-over-year behaviors – Consumption, 2021
                                      • Reinforce value, nutrition and taste to sustain under 55s
                                        • Figure 27: Change in behavior – Increased consumption, by age, 2021
                                      • Make investments in tech pay off thru parents
                                        • Figure 28: Change in behaviors – Increased consumption, by parental status, 2021
                                    • Interest in Added Smoothie Ingredients

                                      • Stack familiar with functional to cast the widest smoothie net
                                        • Figure 29: Smoothie ingredients, 2021
                                      • Under 55s especially hungry for diverse menus
                                        • Figure 30: Smoothie ingredients, by age, 2021
                                      • Contemporary BFY ingredients more likely to draw parents
                                        • Figure 31: Smoothie ingredients, by parental status, 2021
                                    • Important Smoothie Claims

                                      • Make the benefits clear to comprehend, feel
                                        • Figure 32: Important smoothie claims, 2021
                                      • Tangible claims outrank function
                                        • Figure 33: TURF Analysis – Important smoothie claims, 2021
                                        • Figure 34: Table – TURF Analysis – Important smoothie claims, 2021
                                      • Methodology
                                        • Generational shifts in BFY definition are clear with MTO smoothies
                                          • Figure 35: Important smoothie claims, by age, 2021
                                          • Figure 36: Smoothie claims, by parental status, 2021
                                      • Smoothie Attitudes

                                        • Empower consumers with customized options
                                          • Figure 37: Attitudes toward made-to-order smoothies, 2021
                                        • MTO smoothies align with more than Millennial/Gen X wellness goals
                                          • Figure 38: Attitudes toward made-to-order smoothies, by age, 2021
                                        • Parents are especially strong targets for loyalty
                                          • Figure 39: Attitudes toward made-to-order smoothies, by parental status, 2021
                                      • Appendix – Data Sources and Abbreviations

                                        • Data sources
                                          • Consumer survey data
                                            • Abbreviations and terms
                                              • Abbreviations
                                                • Terms

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