Expanding your blended beverage menu offerings likely could satisfy a marked increase in customer demand for these drinks and boost your bottom line. A new online omnibus study by ORC International on the attitudes of U.S. adults in regards to blended smoothie drinks found that nearly one in three respondents purchased a smoothie during February 2013 at a quick service or casual dining restaurant, coffee, donut, ice cream or smoothie shop, convenience store, or some other location. Among these, about half (48 percent) purchased a smoothie at a quick service restaurant.
The study, which provides a snapshot of blended beverage buying habits of U.S. adults, also uncovered the following:
Seasonality drives smoothie consumption away from home
Smoothie buying is not gender or income driven
Smoothie buying over indexes younger (less than 44 years old) with 3+ person households and households with kids of any age
Smoothie shops over index in the West and South and ice cream shops over index in the Northeast and Midwest
Nearly half of respondents report purchasing smoothies in the summer months of July and August
“For businesses that want to build a smoothie or blended beverage clientele, that’s very encouraging news,” said Lisa Klein, vice president of Commercial Sales, Vitamix. “With the rising popularity of smoothies, frozen coffee drinks and sophisticated blended bar beverages, consumers now are demanding cool treats year-round as relaxing indulgences.”
In fact, the survey uncovered even more statistics about the two key drivers in smoothie sales. Respondents wanting to have something cold to drink (45 percent) and liking the taste of a smoothie (44 percent) were leading purchasing drivers. Other drivers included: wanted a snack (26 percent), smoothies are healthier than other drinks (20 percent), location of restaurant (19 percent), wanted to try a smoothie (19 percent), it was discounted or on special (14 percent), loyal to that location (seven percent), other reason (three percent), not sure (four percent).
Vitamix, privately owned and operated by the Barnard family since 1921, manufactures and markets superior blending and mixing products directly to the public and the restaurant/hospitality industry. Vitamix is recognized as a leader in innovation in the direct marketing industry, having created the infomercial genre in the late 1940s and developed the first true commercial blender in the early 1990s. The company’s commercial customer list reads like a “Who’s Who” of major restaurant chains, and gourmet chefs worldwide say their Vitamix machines are more important to them than their knives. Nestled in the valley of picturesque Olmsted Township, Ohio, the company employs more than 700 people, has a global presence in more than 100 countries and continues to win awards for product innovation. For more information, visit vitamix.com.