A new study by Datamonitor, focusing on health trends in the smoothie category with a glance at leading company innocent, has forecast that UK consumers' spending on smoothie products will more than double to break the £1bn (€1.2bn) barrier by 2013.
According to the study, 65 per cent of consumers are consciously attempting to eat healthily the majority of the time, with smoothies offering a quick route to achieve five-a-day.
'Due to recent changes in the rules brands can now say their smoothies contain two of the five-a-day,' said Datamonitor consumer analyst Vicky McCrorie. 'Innocent has quickly worked to ensure they are the brand synonymous with this claim, ensuring their competitors will have to play catch-up.
'Innocent will need to continue to innovate; not only in their product development, but in their advertising to ensure they remain 'different' in a market that is growing at such a rapid pace,' Ms McCrorie added.
