Smoothies seem like a recent trend, but they were invented in the 1930s — right along with the blender. Now they're ubiquitous, and consumer demand shows no sign of slowing. Why are smoothies so popular? They represent the convergence of several trends: health-conscious eating, portability and personalization. As we round the corner into the New Year, here's a closer look at six trends that will shape the smoothie market in 2016. 
1. Customization is everything.
One of the main reasons consumers love smoothies is that they're made fresh to match individual preferences. After affordability and portability, customization is most important to customers of smoothie shops, Mintel reports. Popular add-ins include vitamins, minerals, probiotics, protein, nuts, grains and seeds.
This trend goes both ways, however. Smoothie sellers should be aware of local, regional and seasonal taste preferences and customize their offerings accordingly. Midwesterners stick to traditional smoothie ingredients, Northeasterners like nuts, and people in the West prefer blends with protein, energy boosters and seeds. Mintel offers a detailed look at regional taste profiles in its March 2015 smoothie report.
2. Consumers are becoming more aware of sugar consumption.
Americans are finally eating less overall. Much of that drop in calories is attributed to a decrease in the amount of regular soda consumed, and sugar has become the latest dietary villain. The FDA has revised its nutrition label guidelines to include how much sugar is added to food and beverages, not merely the total sugar contained, as well as the percent daily value of sugar. For the smoothie market, this offers an opportunity to entice consumers with low-sugar blends. Agave and stevia, along with other alternative sweeteners, are one option; naturally sweet fruit, like pineapple and mango, are another.
3. Boomers don't fully understand the benefits of smoothies
Boomer-aged consumers choose smoothies because they're refreshing and because they're better than soda or sugary drinks, according to Mintel. However, they still perceive smoothies as unhealthy. This age group isn't as aware of the potential nutritional benefits of smoothies, such as vitamins, nutrients and fiber content. Smoothie makers have an opportunity to market products to this age group as a health-positive choice.
4. For millennials, smoothies are an everyday indulgence.
For millennials, smoothies aren't a healthy drink as much as an everyday ritual. "It's more of a snack and a treat, as opposed to, 'I'm drinking this to be refreshed,'" says Ieva Grimm, president of convenience-store consulting firm Synerge. Americans aged 24 to 34 are more likely than other demographics to say they have visited smoothie or shake shops, Mintel reports. The stereotypical smoothie drinker may be a young, health-conscious, college-aged woman — but that's not exactly accurate. More men than women aged 18 to 34 order smoothies and shakes at top chains, Mintel says, like Jamba Juice and Orange Julius.
At the University of Richmond's Tyler's Grill, demand for smoothies was so high that the university decided to replace a nationally-known franchise with its own smoothie bar. "We're able to create our own recipes and change things. When you're stuck with a franchise, you have to follow their recipes and menu boards," says Lisa Bayard, food service director for Tyler's Grill. Hot weather has little to do with demand, Grimm adds; Millennials love frozen drinks all year round. And all day, as well. At Tyler's Grill, freshly made smoothies are available from 7:30 a.m. to 9 p.m.
5. More consumers view smoothies as veggie vehicles.
With fresh vegetable consumption rising, people are using smoothies as an easy way to get their daily recommended allowance. Greens such as kale and spinach are popular smoothie ingredients, and the flavor's easily camouflaged with fruit for veggie-averse customers. In 2015, Jamba Juice expanded its health-focused offerings with Amazing Greens and Greens ’n Ginger smoothies. Smoothie King added three carrot and kale veggie blends in the spring of 2014.
6. It pays to try a little something different.
Smoothies seem like a pretty simple concoction: fruit + ice + add-ins + cup + straw. But experimenting with out-of-the-ordinary ingredients has proved successful for some foodservice companies.
Tropical Smoothie reported strong traffic for its 2015 Avocolada, with avocado, pineapple, spinach, kale, coconut and lime. Jamba Juice offers one smoothie — the Berry UpBEET — with beets, along with other vegetable juices, strawberries and blueberries. If a new offering's not a hit at first, adjust the recipe. Planet Smoothie introduced a Lemon Cayenne Kick smoothie in 2015. Judged a little too spicy at first, the chain reduced the cayenne.
Even the straw can be tinkered with. In April 2015, Starbucks introduced a cookie straw, lined with chocolate, to complement its Frappuccinos. "A Starbucks spokeswoman said the straws — sold for 95 cents — have been one of the most popular packaged bakery items in stock," the Wall Street Journal reports.
We'll keep an eye out for these trends -- in the meantime, Happy New Year from the entire Hamilton Beach® Commercial team!
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