Table of Contents
1. Market Value 3
2. Market Size and Forecast 3
3. Key Players 3
4. Market Share 4
5. Growing and Declining Companies 4
6. Consumers Data 5
6.1 Who are the target consumers? 5
6.2 What are they Buying? 5
6.3 Where are they Buying it? 8
6.4 When are they consuming the product? 8
6.5 How are they consuming the product? 8
6.6 Why are they consuming the product? 9
7. Consumer attitudes to smoothies 9

1. Market Value

Smoothies are an increasingly popular way of consuming fruits. In 2006 the smoothie market in the Republic of Ireland (ROI) was worth an estimated €4 (£3) million and between 2002 and 2006, the market grew by 214% (AC Nielson in Amarach Consulting 2007). The smoothie market was estimated to be worth £282 (€354) million in the UK in 2008 (Mintel, 2008).

2. Market Size and Forecast

Having seen exponential growth of 159% in volume sales between 2005 and 2007, the smoothies market then saw a dramatic reversal in fortunes with a 36% decline between 2007 and 2009 as consumer spend became increasingly squeezed.
Mintel forecasts that this decline will slow in 2010 and the market will experience slow but steady growth thereafter, however not to the extent seen in the mid-2000s where Innocent almost single-handedly grew the category from scratch.
Market trends and forecast for smoothie value (current prices) and volume sales, 2005-2015 Source: Mintel

3. Key Players

Key brands in the UK and Ireland include the country's first smoothies brand PJ, which launched in 1994, Innocent, and The Juice Company.

4. Market Share

It has been an incredibly tough three years for Innocent which has seen its value cut by a third. While, this has mostly been due to the recession, its brand equity has also taken a number of hits which may make it more difficult to recover in the long-term
Innocent is increasingly