Naked Smoothies - Consumer perceptions

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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.

METHODOLOGY

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.

OTHER PERCEPTIONS

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.
Sources
Sources

Quotes
  • "Frozen Smoothie: Regional Outlook Regional coverage for Frozen Smoothie market includes North America, Latin America, Europe, Asia-Pacific and China and the Middle East and Africa. Frozen Smoothie market witnesses a high demand in North America region due to the vast consumption. Changing consumer perceptions in this areas will boost the growth of the market. However, the Frozen Smoothie market is expected to grow significantly in North America and Europe region as consumers have widely adopted this Puree."
  • "In U.S. consumers are preferring organic smoothie which is prepared from organic fruits due to health concerns of the parents towards their kids."
  • "The production of Frozen Smoothie requires extraction of juice, preparation of puree and then conversion to powder form or frozen form. Most of the companies are selling Frozen Smoothies in powder form, and some are freezing the smoothie by IQF process to maintain the nutritional contents in it. Frozen Smoothie market has expected to witness a rise in demand due to great taste and valuable nutritional contents globally."
Quotes
  • "FROZEN GARDEN TODAY We’ve come a long way since selling our first Frozen Garden green smoothie in 2016. Expanded from selling out of our small office in Chesterton, Indiana to a small production facility just down the road in Valparaiso. Selling our frozen smoothies in over 150 retailers in the Midwest, North East and South while adding more stores each week."
  • "Increasing our shipping zone from 11 Midwest states to the Lower 48. Continuing to create new and innovative smoothie flavors including two new flavors in summer 2018. Inducted into the Society of Innovators of Northwest Indiana for creativity, innovation and promoting economic growth across the region."
Quotes
  • "A big batch of pancakes with a side of bacon, still popping and crackling from the heat of the stove? A cup of yogurt with fresh berries and homemade granola? A green smoothie? Or perhaps a bowl of cereal, a protein bar, or a cup of fast-food coffee and a to-go breakfast sandwich? Whatever your answer, if you’re an American, your relationship with food is probably a bit complicated. "
  • "If you feel conflicted, overwhelmed, or guilty when it comes to food, you’re not alone. In fact, we surveyed over 2,000 Americans and found that most of us have really complicated relationships with what we eat"
  • "For most Americans, the higher the calorie count, the more guilt we feel while eating that particular food. That is, except pasta Alfredo, which had the highest calorie count of anything on our list and didn’t elicit much guilt from those surveyed (maybe because it seems healthier than a cheeseburger to the untrained eye)."
  • "Perhaps unsurprisingly, food guilt seems to correlate directly with gender. Women report feeling much guiltier about eating anything considered unhealthy. "
  • "Most respondents were trying to eat healthier and exercise regularly. Another significantly sized group said they tried to eat out less often – a smart strategy according to research by the Johns Hopkins Bloomberg School of Public Health. Julia A. Wolfson mentions, “When people cook most of their meals at home, they consume fewer carbohydrates, less sugar and less fat than those who cook less or not at all – even if they are not trying to lose weight"
Quotes
  • "According to a recent survey from Kashi, more than one in four Americans typically consume smoothies on a regular basis. While half of these smoothie drinkers do it for the delicious taste, 32 percent are drinking them to feel healthier and to incorporate more fruit in their diets. Additionally, 23 percent are in it for the protein, and 20 percent drink them for easy vegetable inclusion."
  • "A third of active people in America drink smoothies as part of their healthy routines. In fact, 30 percent of those cite energy and protein as their motivation for getting out the blender."
  • "This is likely why 40 percent of active Americans say they would most likely drink a protein-filled smoothie around their workout—with nearly 30 percent drinking one post-workout, and 19 percent opting for a pre-workout smoothie."
  • "Millennials are adding new ingredients to their smoothies Simply put, millennials love smoothies: A whopping 60 percent drink them based on delicious taste, while 43 percent drink them to feel healthier and to sneak different ingredients into one meal or snack."
Quotes
  • "Millennials obsessed with fresh, pressed juices and mindful eating now have a tasty, innovative option at their fingertips. Thrive!, a new brand dedicated to fueling a healthy, on-the-go lifestyle, today launched a delicious line of ready-to-blend frozen smoothie cups designed to provide convenient and healthful nutrition for people looking to power up for their daily adventures."
  • "With 55 percent of millennials citing convenience as a top factor in food-buying decisions*, the pre-portioned superfood cups feature all natural ingredients that are freshly cut and flash frozen, and then perfectly proportioned in a single serve cup that's ready to blend with your favorite liquid base. Thrive! Ready-to-Blend Smoothies will be exclusively available in the frozen aisle at Target stores nationwide beginning in October."
Quotes
  • "and an obsession with “superfood”-packed juices and smoothie bowls. (These not only have supposed healing properties but also look beautiful in photos for Instagram"
  • "The “clean” phenom has spread mostly through social media, pushed by Instagram and YouTube influencers who promote it as well"
  • "Today, the new bandwagon is green smoothies."
Quotes
  • "Americans Fear Appearance of Green Juice but Drink It Anyway"
  • "Just as we should be enjoying a wide range of all the colors of the rainbow in the foods we eat, drinking colorful fruits and vegetables is an easy way to satisfy your daily requirements, too,” says Kathleen Zelman, M.P.H., R.D., L.D., a member of the Jamba Juice Healthy Living Council. “Juices made from ingredients like kale, spinach, beets, and chia seeds are powerhouses of good nutrition, and they can actually taste good."
  • "The study also pointed out an interesting generational gap between willingness to drink veggies versus eating them whole. Millennials are twice as likely as Baby Boomers to think that vegetables taste better in juice and also twice as likely to prefer green juice."
  • "With so many people jumping aboard the green juice and smoothie bandwagon, it makes sense that Jamba Juice’s most popular smoothie on its expanded smoothie and juice menu is the Kale-ribbean Breeze smoothie. It’s a blend of kale, mangos, passion fruit-mango juice, nonfat Greek yogurt, and Chia seeds. That’s some good news, but while Americans may be consuming more vegetables in juice than they did 10 years ago, they’re still not meeting their daily fruit and veggie quota. "