1. Smoothie Overview
Category Review 2018

2. Smoothie Overview
The once growing bottled smoothie market is now in decline. The naturally high sugar content of bottled smoothies is likely one reason why consumers are buying fewer smoothies but competition from other beverages may also explain the loss in sales.
Consumers find homemade smoothies highly appealing, suggesting homemade smoothies are the closest direct competitor to bottled smoothies. Bottled smoothies are the second most-appealing beverage within the competitive set with smoothies from a smoothie shop a very close third. Other drinks have lower overall appeal; however, these other drinks may better satisfy specific needs and appeal to a specific consumer type.

3. Smoothie Overview
When a consumer wants a post-workout drink he would likely choose a drink with the most protein (which would likely be a performance drink). Drinkable yogurts are high in protein and low in sugar relative to bottled smoothies. Thus if consumers want a filling and healthful breakfast on-the-go they may buy a drinkable yogurt rather than a smoothie. Indeed, while sales of bottled smoothies are down, sales of both performance drinks and drinkable yogurts are up.

4. Smoothie Overview
It is also possible that cold pressed juices are stealing market share from bottled smoothies. Before cold pressed juices were popular, bottled smoothies may have been the premium juice choice for consumers. Now, when consumers want a premium product they’ll likely reach for a cold pressed juice over a bottled smoothie. For example, the Alyssa shoppers (who often set food and drink trends) find cold pressed juices more appealing than all consumers. Additionally, it is important to note that bottled smoothie drinkers skew young; iGens are most likely to purchase bottled smoothies. While this is positive for bottled smoothie brands it is possible that iGens may eventually “age” out of the category, especially if they perceive cold pressed juices as being an aspirational product.

5. Smoothie Overview

6. Smoothie Overview

7. Smoothie Overview
In order to turn sales around, bottled smoothie brands need to convince consumers that the benefits the smoothie provides outweigh the drink’s high sugar content. Super-functional smoothies may help consumers overcome their sugar concerns. Smoothie brands may also need to look for other products/line extensions for growth. For example, while Naked is perhaps best known for its bottled smoothies, there are also Naked-branded cold pressed juices, coconut water beverages, and snack bars.

8. FIRSt Category Reviews
For more information, feel free to contact…
Tricia Ryan
Director FIRSt