Innocent Drinks
CASE STUDIES
Innocent Drinks Case Study
Capitalizing on the health trend in the smoothie category
Reference Code: CSCM0309 Publication Date: April 2010
DATAMONITOR VIEW CATALYST
Innocent Drinks has achieved unparalleled success in the UK as the foremost player in the smoothies sector. This case study looks at the smoothies category in detail and assesses the company's achievements as it copes with recession, competition and takeovers.
SUMMARY
• The smoothies category in the UK has been growing strongly over the past decade, buoyed by the health trend and consumers' desire for easy and quick ways to attain their fruit and vegetable consumption goals. While the more mature juices category is still the larger of the two, smoothies have retained growth momentum through innovation and the continual introduction of new fruit varieties, overcoming the challenges created by the recession. • Innocent Drinks is the dominant player in the UK smoothie market, successfully defeating new competitors and the recession with its health positioning and quirky marketing techniques. Coca-Cola recently purchased a major stake in the company, but Innocent aims to keep critics of this move quiet by retaining management control and moving into new territories.
Innocent Drinks Case Study
© Datamonitor. This brief is a licensed product and is not to be photocopied
CSCM0309/Published 04/2010 Page 1
Innocent Drinks Case Study
ANALYSIS The UK market for juices and smoothies is buoyant, spurred on by the health trend
The UK smoothie and juice sectors have been buoyant in recent years, as consumers have increasingly sought quick ways to enhance the nutritional quality of their diets. However, smoothies are still a relatively new category in the market, having gained momentum only in the past decade. As such, juices remain the larger sector.
The juices category is larger and more mature, but smoothies are forecast to see double-digit growth
As shown in Table 1, the
Innocent Drinks Case Study
Capitalizing on the health trend in the smoothie category
Reference Code: CSCM0309 Publication Date: April 2010
DATAMONITOR VIEW CATALYST
Innocent Drinks has achieved unparalleled success in the UK as the foremost player in the smoothies sector. This case study looks at the smoothies category in detail and assesses the company's achievements as it copes with recession, competition and takeovers.
SUMMARY
• The smoothies category in the UK has been growing strongly over the past decade, buoyed by the health trend and consumers' desire for easy and quick ways to attain their fruit and vegetable consumption goals. While the more mature juices category is still the larger of the two, smoothies have retained growth momentum through innovation and the continual introduction of new fruit varieties, overcoming the challenges created by the recession. • Innocent Drinks is the dominant player in the UK smoothie market, successfully defeating new competitors and the recession with its health positioning and quirky marketing techniques. Coca-Cola recently purchased a major stake in the company, but Innocent aims to keep critics of this move quiet by retaining management control and moving into new territories.
Innocent Drinks Case Study
© Datamonitor. This brief is a licensed product and is not to be photocopied
CSCM0309/Published 04/2010 Page 1
Innocent Drinks Case Study
ANALYSIS The UK market for juices and smoothies is buoyant, spurred on by the health trend
The UK smoothie and juice sectors have been buoyant in recent years, as consumers have increasingly sought quick ways to enhance the nutritional quality of their diets. However, smoothies are still a relatively new category in the market, having gained momentum only in the past decade. As such, juices remain the larger sector.
The juices category is larger and more mature, but smoothies are forecast to see double-digit growth
As shown in Table 1, the