We love smoothies. New consumer research shows that smoothies have been one of the fastest growing food/drink markets over the past five years, where sales have been up more than 80% to over $2 billion in annual sales. This includes both made-to-order smoothies, from businesses like Jamba Juice, as well as pre-packaged products.
There are a couple of reasons for the popularity of smoothies, but the biggest one is that they are perceived as being health-conscious, without being too "healthy." Most smoothies involve a blend of milk, yogurt, sorbet and fruits, often with additional vitamins and supplements mixed in. They aren't necessarily low calorie, but they are better for you than a double cheeseburger and fries in terms of nutritional content. Smoothies are also convenient, and their appeal as an "on-the-go meal" is one thing that has helped them become a fixture in people's busy lives. The biggest market is people 18-34, with 50% of respondents to researchers inquiries said that they had at least one smoothie a month.
To keep up the growth, smoothie manufacturers will have to look to new flavors and new twists on their existing recipes. Look for more flavors/ingredients in existing recipes, like the addition of green tea and açaí, and expect to see a wider range of offerings, from low-calorie smoothies to decadent ones, to draw in new consumers.
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