RTD Smoothies - US - December 2012
The RTD smoothie category is characterized by low market penetration, especially in comparison to that of made-to-order smoothies. The good news for RTD smoothie makers is that they can use the heightened consumer exposure to smoothie brought about by the popularity of fast-food smoothies to increase consumer awareness of RTD products.”
The RTD smoothie category is characterized by low market penetration, especially in comparison to that of made-to-order smoothies. The good news for RTD smoothie makers is that they can use the heightened consumer exposure to smoothie brought about by the popularity of fast-food smoothies to increase consumer awareness of RTD products.”
Table of Content
SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total retail sales and fan chart forecast of RTD smoothie market, at current prices, 2007-17
Refrigerated segment dominates but shelf-stable shows strong growth
Figure 2: Total U.S. retail sales of RTD smoothies, by segment, 2007-17
Companies, brands and innovation
PepsiCo remains on top but loses market share
Figure 3: Retail sales of ready-to-drink smoothies by leading companies, 2012
New products invigorate market but innovation slackening off in 2012
Figure 4: New RTD smoothie introductions, 2007-12
Market factors
Low market penetration characterizes RTD smoothie category
Figure 5: Incidence of smoothie purchase, by retail outlet, August 2012
RTD smoothies most likely to be consumed at home, as a snack
The RTD smoothie consumer
Category participation decreases with age
Figure 6: Incidence of RTD smoothie purchase, by age, August 2012
Ethnic/racial groups represent growth opportunities for RTD smoothies
Figure 7: Population percent change, by race and Hispanic origin, 2007-17
Households with children offer opportunity
Figure 8: Incidence of RTD smoothie purchase, by presence of children in household, August 2012
Taste, convenience and function drive RTD smoothie sales
Figure 9: Reasons for drinking RTD smoothies, August 2012
Price and nutritional concerns hinder RTD smoothie sales
Figure 10: Reasons for not drinking smoothies, August 2012
Added benefits critical to RTD smoothie purchase decision
Figure 11: Attributes influencing RTD smoothie purchases, August 2012
What we think
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ISSUES IN THE MARKET
How can the RTD smoothie industry increase market penetration?
How can the industry better target users and non-users?
How can RTD smoothies use general smoothie trends to their advantage?
INSIGHTS AND OPPORTUNITIES
Juicing trend presents opportunity for creating fresher RTD smoothies
Superfoods may rescue RTD smoothie consumers from flavor fatigue
Figure 12: RTD smoothie launches in U.S., by flavor group, 2007-12
Healthy meets carbonated
Expansion of seasonal offerings
Ride the made-to-order smoothie wave
TREND APPLICATIONS
Trend: Transumers
Trend: Make it Mine
2015 Trend: Old Gold
MARKET SIZE AND FORECAST
Key points
RTD smoothie sales grow 124% in 2007-12
Growth will slow but remain high in next five years
Strong future growth subject to innovation, nutritional perceptions
New product launches can greatly affect overall market sales trajectory
Sales and forecast of market
Figure 13: Total U.S. retail sales and forecast of RTD smoothie market, at current prices, 2007-17
Figure 14: Total U.S. retail sales and forecast of RTD smoothie market, at inflation-adjusted prices, 2006-17
Fan chart forecast
Figure 15: Total retail sales and fan chart forecast of RTD smoothie market, at current prices, 2007-17
MARKET DRIVERS
Key points
Nutrition is in the eye of the beholder
Improved economic indicators should encourage spending
Figure 16: Monthly Consumer Confidence Index, 2007-12
Figure 17: U.S. Unemployment and under-employment rates, 2007-12
Demographic changes likely to influence RTD smoothie market growth
Figure 18: Population by race and Hispanic origin, 2007-17
COMPETITIVE CONTEXT
Key points
Made to order smoothies provide competition, potential opportunities
Figure 19: Incidence of smoothie purchases, August 2012
Figure 20: Reasons for drinking made-to-order smoothies, August 2012
Whole or sliced fruit, other beverages prevent further RTD usage
Figure 21: Reasons for not drinking smoothies, by incidence of smoothie purchases, August 2012
Juice offers cheaper alternative without the benefits
Drinkable yogurt offers nutritious alternative to RTD fruit smoothies
SEGMENT PERFORMANCE
Key points
Refrigerated product dominates but lost market share in 2012
Figure 22: Total U.S. retail sales of RTD smoothies, by segment, at current prices, 2010 and 2012
Sales of RTD smoothies, by segment
Figure 23: Total U.S. retail sales of RTD smoothies, by segment, 2007-17
SEGMENT PERFORMANCE—REFRIGERATED
Key points
Refrigerated RTD smoothies expected to continue to dominate market
Sales and forecast of refrigerated RTD smoothies
Figure 24: Total U.S. retail sale of refrigerated RTD smoothies, 2007-17
SEGMENT PERFORMANCE—SHELF-STABLE
Key points
Impressive growth led by introduction of V8 V-Fusion smoothies
Figure 25: Total U.S. retail sales of shelf-stable RTD smoothies, 2007-17
For More Information Kindly Contact:
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