Attached files
U.S.
smoothie market more than doubles
FoodProcessing.com
02/22/2007
With
on-the-go dining and snacking moving to the American meal forefront, the U.S.
smoothie market has been flooded with consumers looking for a quick portable
meal alternative.
According
to market research firm Mintel, smoothie makers raked in more than $2 billion
from made-to-order and packaged smoothies in 2006, up more than 80 percent in
the last five years.
The
market for health-conscious products continues to grow rapidly. Smoothies have
quickly become part of the American landscape, with more than 4,000 retail
locations reported in the U.S. last year. According to Mintel research, more
than half of respondents in the 18 to 34 year-old range said that they had a
smoothie in the last month.
“Consumers
are attracted to smoothies because they are seen as a healthier option to most
sweets and on-the-go meals,” said David Lockwood, director of Mintel Reports.
“Now that the smoothie market is a proven success, companies are being pushed to
the next level — extreme differentiation. Similar to the coffee market,
smoothie companies need to continue developing innovative flavors and additives
to keep consumers engaged in the market, but also should consider expanding the
menu as some chains have done with sandwiches or coffee.”
The
smoothie industry’s new offerings are using emerging flavors, such as açaí and
green tea, and hybrids of smoothies with other drink types. New nutrient
“boosts” feed consumer need for evolving offerings as well. Smoothie companies
have also remained on track with current food trends, utilizing “all-natural,”
low-calorie and other key buzz properties to build sales.
“The
flavor combinations and possibilities are endless with the smoothie market,”
said Lockwood. “With functional foods and beverages having a strong marketplace
advantage, smoothies are in position to dominate the healthy beverages category.
Smoothies are seen as a pleasant health treat, and this will continue to take
the category far.”
In
contrast with yogurt drinks, 39 percent of Mintel respondents agreed or strongly
agreed that “smoothies are healthier than drinks made with yogurt.” Similarly,
more than half of consumers agreed or strongly agreed that “smoothies taste
better than yogurt drinks,” with yogurts getting only 15 percent.