“Smoothies continue to be a growing trend and people are enjoying them in larger numbers than ever before for
a variety of different reasons...The whole category benefits from the increased awareness, which increases demand. It creates opportunity for greater sales for specialty coffee retailers and for a greater share of wallet. Not all customers want a caffeinated beverage.”
—ANTHONY M. CIEPIEL, VICE PRESIDENT OF MARKETING AND SALES, COMMERCIAL AND HOUSEHOLD DIVISIONS, VITA-MIX CORP.
S
moothies are mixing it up. Blended and chilled drinks are no longer just blender diversions of the Greatest Generation,
or their children’s dorm-room experiments with brewer’s yeast and ginseng. Te cool concoctions are now multitasking meals in a cup, from tony Vivanno barista blends at Starbucks to fun- loving McCafé treats at McDonald’s. And the smoothie is king
not just in specialty and quick- service outlets but also in Applebee’s and other mainline restaurants. No health-club membership required. Foodservice marketers forecast
a healthy growth trend with plenty of juice. In a December 2010 study conducted by London- based market researcher Mintel International Group, 85 percent of study respondents who buy smoothies from restaurants noted their higher profile on restaurant menus. “Made to Order (MTO) Smoothies and Shakes – U.S.” suggested the market is far from saturated: 88 percent of MTO customers would like to see more fast- food restaurants offer smoothies. An NPD Crest study backs up the
finding that consumers would order smoothies regularly if they were widely
available. Even with limited availability the number of smoothies menued between the first half of 2009 to the first half of still grew 22 percent, according to Mintel Menu Insights. “Smoothies continue to be a growing trend and people are
enjoying them in larger numbers than ever before for a variety of different reasons,” says Anthony M. Ciepiel, vice president of marketing and sales of the commercial and household divisions of Vita-Mix Corp., the Cleveland appliance-maker. “Most frequently they are serving as a meal replacement due to the fact that we’re a society of people constantly on the go. “Te whole category benefits from the
increased awareness, which increases demand,” Ciepiel says. “It creates opportunity for greater sales for specialty coffee retailers and for a greater share of wallet. Not all customers want a caffeinated beverage.”
HEALTHY HABITS Cool smoothies tap another hot trend: the demand for natural foods and healthy
food options. “Research shows the top drivers of functional and fortified food use are
to ensure overall health and to increase consumption of certain nutrients—almost like a nutritional insurance policy,” says
continued on page 16 March 2011 • www.specialty-coffee.com | 13
