Consumer Perceptions - Smoothies: North America
The frozen smoothie has an increasing demand across North America due to its unique color, high nutritional value, and smooth flavor. According to a recent Transparency Market Research web publication, Jamba Juice Company, Dole food company, Pitaya Plus, Yoplait USA, among other companies are some top players in the frozen smoothie production market. Details of our research reveal that frozen smoothies packaged by Jamba Juice are among smoothies sold at Costco grocery stores across America.
To gain insight into the perceptions of North American consumers towards pre-packaged smoothies obtainable from grocery stores, we researched through industry reports, market surveys, academic journals, and media publications, among other resources. We looked for the perceptions/impressions North American consumers exhibit towards prepackaged smoothies based on their sugar or energy contents among other features. Unfortunately, there was no detailed publicly available report unearthed.
Secondly, we searched for granular pieces of information through specific case studies, surveys, articles, and media releases that detailed granular aspects of the perceptions/impressions North American consumers exhibit towards prepackaged smoothies. A Transparency Market Research publication revealed that North America is among the regional areas where prepackaged smoothie market is predicted to grow significantly. The article also disclosed a trend among Americans stating their preference for organic smoothies. We then proceeded to verify whether some smoothie brands highlighted in the Transparency Market Research study offer prepackaged smoothies in grocery stores across North America. We confirmed that Jamba Juice produces pre-packaged smoothie and it is available at Costco grocery stores. Unfortunately, we could not find details on the sugar preference/perception of American smoothie consumers from these studies.
We continued our research by researching further to unearth the perception North Americans have about prepackaged products sold at grocery stores pertaining to their sugar among other contents through credible surveys, and industry reports. We assumed the impression/perception Americans exhibit of the sugar, calorie, and other contents of some prepackaged products sold at grocery stores would be similar to those exhibited for smoothies. Due to limited information unearthed after rigorous research, useful findings that relate to the perception of Americans regarding all smoothies have been included in our study. Our findings are as follows.
ORGANIC SMOOTHIE PERCEPTION
Consumers across the United States have the perception that smoothies made from organic fruits are better than non-organic smoothies. This preference for organic smoothies is as a result of health concerns parents have towards their kids. Frozen smoothies are served in American schools and children also carry packets of frozen smoothies to school for consumption during lunch. The American Academy of Pediatrics recently published an article on the need for children to consume organic foods instead of foods with artificial chemicals. The report raises concerns that children are more exposed to chemicals today than have ever been.
ENERGY CONTENT PERCEPTION
The results of a survey conducted among over 2,000 Americans by Bulimia revealed that majority of the consumers of smoothie, yogurt, coffee, etc., have the perception that high-calorie containing foods are not safe. A 2016 survey reveals that one in every three active people in America consumes smoothies to stay healthy. About 40% of active Americans admitted that they have a preference for a protein-filled smoothie when they workout, while 30% revealed that they prefer one after a workout.
GREEN SMOOTHIE PERCEPTIONS
According to a recent Refinery29 publication, Americans believe that green smoothies have healing properties and also look beautiful. The perception that green smoothies are clean is promoted by widely published social media campaigns on Instagram and YouTube by influencers. We have unearthed a recent YouTube campaign with over a million views promoting green smoothies. The YouTube campaign is accessible via this link. Various green smoothie bars and recipes are promoted as healthy on social media platforms such as Facebook. According to PRNewswire, about 55% of millennials have the perception that frozen pre-packaged superfoods featuring natural ingredients are convenient and affect their food-buying decision.
According to a recent study published by Men's Journal, Americans are skeptical about the appearance of some green juices, but go on to drink them. The survey also revealed that there is an interesting difference between various generations regarding their willingness to consume veggie extracts against eating them whole. More millennials than baby boomers have the perception that vegetables taste great in juice and also prefer consuming green extracts. Available information suggests that Americans are eating more vegetables through juice consumption than they ate ten years ago.
About 60% of millennials drink smoothies because of their delicious taste, while 43% drink smoothies to feel healthier and as a supplement to their diet. An increasing number of Americans are avoiding sugar as an ingredient in their foods. According to a recent shoppers survey, 57% of consumers revealed that low sugar content plays a significant role in determining what they buy.
A recent survey conducted among 1,023 Americans by Wakefield Research on eating habits revealed that 37% do not like artificial colors, while 22% prefer products made from sustainable ingredients. About 53% of baby boomers have the perception that they need to cut down on sugar intake as against 40% of millennials. Over a half (52%) of women intend to reduce their intake of sugar, while 41% of men plan to do the same.