Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Made to Order Smoothies market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • MTO smoothie consumption is on the rise
  • Functional ingredients appeal to Millennials
  • MTO smoothie purchases remain low among older generations
  • High sugar content, calories, and cost are significant barriers

Covered in this report

For the purposes of this report, Mintel has used the following
definitions:

This report covers consumer preferences, attitudes, and
perceptions toward MTO smoothies. Smoothies are defined as
blended drinks made with fruit and/or vegetables (fresh, frozen, or
juice) with additional ingredients, such as protein powder, dairy milk/
non-dairy milk, nut butter, yogurt, or frozen yogurt. MTO represents
having the beverage prepared on-site and does not include
packaged retail items.

Expert analysis from a specialist in the field

Written by Hannah Spencer, a leading analyst in the Foodservice sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Smoothies are a healthy menu item staple, and their popularity is continuing to grow. With more smoothie choices than ever for consumers to choose from, operators must target specific occasions and offer ingredients with strong functional claims to stand out from competitors, including retail.
Hannah Spencer
Foodservice Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • MTO smoothie purchases remain low among older generations
            • Figure 1: Smoothie purchase behavior– Net – Any purchase, by generation, January 2019
          • High sugar content, calories, and cost are significant barriers
            • Figure 2: Smoothie attitude statement agreement – Net – Agree, January 2019
          • The opportunities
            • MTO smoothie consumption is on the rise
              • Figure 3: Smoothie purchase behavior– Net – Any purchase, February 2017 and January 2019
            • Functional ingredients appeal to Millennials
              • Figure 4: Innovative ingredients, by generation, January 2019
            • What it means
            • The Market – What You Need to Know

              • Retail bottled smoothie market trends downward
                • Subscription smoothie brands deliver on convenience
                  • Americans love to snack
                  • Market Perspective

                    • Strong decreases in retail bottled smoothie sales
                      • Figure 5: Total US retail sales and forecast of bottled smoothies, at current prices, 2013-23
                      • Figure 6: Bottled smoothie competitor appeal, by bottled smoothie buyers and non-buyers, April 2018
                    • Retail takes inspiration from foodservice smoothie bowls
                      • Figure 7: Simply Balanced Organic Açaí Berry
                      • Figure 8: Dole Açaí Bowls Original Açaí Blend
                      • Figure 9: Joyböl Smoothie Bowl Superberries and Açaí smoothie bowls
                    • Delivery services simplify smoothie prep
                    • Market Factors

                      • Snacking continues to grow in prevalence
                        • Figure 10: Total snacking frequency, January 2015 and November 2018
                        • Figure 11: MTO snack consumption over the past three months, March 2017 and November 2018
                      • Plant-based eating becomes mainstream
                        • Figure 12: Interest in healthy menu items, by generation, December 2018
                    • Key Players – What You Need to Know

                      • Functional ingredients drive smoothie innovation
                        • Dairy declines in popularity
                          • Vegetable sweeteners provide a low-sugar alternative
                          • What’s Working?

                            • Functional smoothies become even more personalized
                              • Insta-worthy smoothie bowls
                              • What’s Struggling?

                                • Is dairy out?
                                • What’s Next?

                                  • Vegetables as a sweetening option
                                  • The Consumer – What You Need to Know

                                    • Americans are purchasing more MTO smoothies and smoothie bowls
                                      • Ingredient customization is key
                                        • Attract Millennials with functional ingredients
                                          • Position MTO smoothies as a treat to appeal to older generations
                                          • Smoothie Purchase Behavior

                                            • MTO smoothie purchases are up
                                              • Figure 13: Smoothie purchase behavior – Net– Any purchase, February 2017 and January 2019
                                            • Smoothie and juice shops remain the top purchase destination
                                              • Figure 14: Smoothie purchase behavior by location, January 2019
                                            • iGens are top smoothie purchasers
                                              • Figure 15: Smoothie purchase behavior– Net – Any purchase, by generation, January 2019
                                            • Dads love MTO smoothies
                                              • Figure 16: Smoothie purchase behavior– Net – Any purchase, by gender and parental status, January 2019
                                            • MTO smoothies most popular with West Coasters
                                              • Figure 17: Smoothie purchase behavior– Net – Any purchase, by region, January 2019
                                              • Figure 18: Smoothie purchase behavior – Net – Any purchase, by race and Hispanic origin, January 2019
                                            • Adventure eaters are frequent MTO smoothie purchasers
                                              • Figure 19: Smoothie purchase behavior– Net – Any purchase and consumer segmentation, January 2019
                                          • Smoothie Type Purchase Behavior

                                            • Fruit smoothie offerings are most popular
                                              • Figure 20: Smoothie purchase behavior, by smoothie type, January 2019
                                            • iGens seek non-dairy alternatives
                                              • Figure 21: Smoothie purchase behavior, by smoothie type and generation, January 2019
                                            • Appeal to dads with protein-rich smoothies
                                              • Figure 22: Smoothie purchase behavior, by smoothie type and gender and parental status, January 2019
                                          • Appealing Ingredients

                                            • Fruit is most appealing smoothie ingredient
                                              • Figure 23: Appealing ingredients, January 2019
                                            • Creating appealing smoothie menu items
                                              • Figure 24: TURF analysis – Appealing ingredients, January 2019
                                            • Women more likely to prefer plant-based ingredients
                                              • Figure 25: Appealing ingredients, by gender, January 2019
                                          • Innovative Ingredients

                                            • Natural ingredients are of top importance
                                              • Figure 26: Innovative ingredients, January 2019
                                            • Creating innovative smoothies
                                              • figure 27: turf analysis – Innovative ingredients, January 2019
                                            • Appeal to Millennials with innovative ingredients
                                              • Figure 28: Innovative ingredients, by generation, January 2019
                                          • Price Sensitivity Analysis

                                              • Nutrition boost drives higher price point
                                                • Figure 29: Price sensitivity – Price summary table, January 2019
                                                • Figure 30: Price sensitivity – 16-ounce smoothie – Optimal price, January 2019
                                                • Figure 31: Price sensitivity – 16-ounce smoothie – Threshold prices, January 2019
                                                • Figure 32: Price sensitivity – 16-ounce smoothie prepared with a nutrition boost – Optimal price, January 2019
                                                • Figure 33: Price sensitivity – 16-ounce smoothie prepared with a nutrition boost – Threshold prices, January 2019
                                            • Smoothie Occasions

                                              • Almost one in five are purchasing MTO smoothies more often
                                                • Figure 34: Smoothie occasions, January 2019
                                              • Hispanic consumers report increased smoothie consumption
                                                • Figure 35: Smoothie occasions, by Hispanic origin, January 2019
                                                • Figure 36: Smoothie occasions, by generation, January 2019
                                            • Smoothie Attitude Statement Agreement

                                              • MTO smoothies offer healthy convenience
                                                • Figure 37: Smoothie attitude statement agreement – Net – Agree, January 2019
                                              • Baby Boomers want simpler and lighter MTO smoothie offerings
                                                • Figure 38: Smoothie attitude statement agreement – Net – Agree, by generation, January 2019
                                              • Convenience drives smoothie purchasing for parents
                                                • Figure 39: Smoothie attitude statement agreement – Net – Agree, by parental status and gender, January 2019
                                            • Appendix – Data Sources and Abbreviations

                                              • Consumer survey data
                                                • Purchase Intelligence
                                                  • Abbreviations and terms
                                                    • Abbreviations
                                                      • Mintel Food and Drink Shopper Segmentation
                                                        • Terms
                                                        • Appendix – The Market

                                                            • Figure 40: Total US retail sales and forecast of smoothies, at inflation-adjusted prices, 2013-23
                                                          • TURF Analysis Methodology
                                                            • Figure 41: Table – TURF analysis – Appealing ingredients, January 2019
                                                            • Figure 42: Table – TURF analysis – Smoothie innovation, January 2019
                                                          • Price Sensitivity Analysis Methodology
                                                            • Figure 43: Price sensitivity – 16-ounce smoothie – Price sensitivity aggregate table, January 2019
                                                            • Figure 44: Price sensitivity – 16-ounce smoothie prepared with a nutrition boost – Price sensitivity aggregate table, January 2019

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