NEW NATIONAL STUDY PROVIDES INSIGHT INTO U.S. ADULTS
BLENDED BEVERAGE ATTITUDES AND CONSUMPTION HABITS
CLEVELAND --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 study on the attitudes of U.S. adults in regards to blended drinks, commissioned by Vitamix® and conducted online from May 5-9, 2011 among 2,720 U.S. adults aged 18+ by Harris Interactive®, found that almost three quarters (72 percent) of American adults purchase blended drinks outside the home.
The study, which provides a detailed snapshot of blended beverage buying habits of U.S. adults, also uncovered that more than one third of U.S. adults (38 percent) said they purchase blended drinks outside the home at least once a month. Nearly one fifth (17 percent) purchase blended drinks outside the home at least once a week. Twelve percent indicated they purchase blended drinks a few times per month.
"The results of the Vitamix-commissioned survey appear to support the belief that the blended beverage boom is more than just a passing trend," said Anthony Ciepiel, vice president of marketing and sales for Vitamix. "For businesses that want to build a smoothie or blended beverage clientele, that's very encouraging news. 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 results show the primary reason (67 percent) U.S. adults who make or purchase blended beverages do so as a treat. Following a treat, more than one third (37 percent) make or purchase blended drinks as a snack. Twenty percent said they purchase blended beverages for entertainment reasons, followed by purchasing them as a dessert or as a nutritional supplement (both 19 percent). Sixteen percent cited using them as a meal replacement. Six percent noted they purchase for "other" reasons.
The survey uncovered even more statistics about what particular blended drinks are commonly purchased outside the home. Forty-three percent of those who purchase blended drinks outside the home purchase blended coffee drinks. Women (50 percent) are more likely to do so than men (35 percent). An equal percentage, also 43 percent, noted that they purchase shakes. Thirty-seven percent purchase smoothies, followed by 35 percent who said they purchase alcoholic drinks. Twenty-two percent purchase non-alcoholic drinks. Six percent noted they purchase "other" drinks.
Of those purchasing blended drinks outside the home, 35 percent agree they are purchasing more blended drinks than they did three years ago. Men (39 percent) are more likely to indicate this than women (32 percent) and younger adults (aged 18-34) (43 percent) are more likely to indicate this those 35 years of age and older (31 percent).
Harris Interactive® fielded the study on behalf of Vitamix from May 5th -9th, 2011 via its Harris Poll QuickQuerySM online omnibus service, interviewing a nationwide sample of 2,720 U.S. adults aged 18 years and older. Results were weighted as needed for age, sex, race/ethnicity, education, region and household income. Propensity score weighting was also used to adjust for respondents' propensity to be online.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error, which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words, "margin of error," as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100 percent response rates. These are only theoretical because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.