SMOOTHIE TRANSITIONS

ROBERT VOSBURGH

It's become a smoothie world, whether the fruit-blended beverages are made to order in a mall, bought premixed from the supermarket produce section or made from scratch at home.

In the ready-to-drink category, supermarkets dominate, representing about 70% of ready-to-drink penetration. Chains, such as Whole Foods Market and Safeway, have embraced the trend and in select units offer fresh smoothies through third-party operators like Jamba Juice and Smoothie King.

Research from Mintel International states that the evolving nutritional interests of consumers are well reflected in drink choices, whether RTD or made-to-order. Dan Titus, director of the Juice & Smoothie Association, agreed, adding that everything has grown off of the classic recipe of a non-fat yogurt base, fruit juice, frozen or fresh fruit, and ice.

“Now there are niches on either side of that,” he said. “They're trying to go wherever they can.”

Both Mintel and Titus note that future activity in the $2 billion category will likely emphasize the nutritional/supplemental aspects of the drink, such as vitamin and wheat-grass shots, antioxidant infusions, and probiotics from additional yogurt.