Overview:

This case study on Innocent Drinks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the company's achievements as it copes with recession, competition and takeovers.
 
 Reasons to Purchase
 
 *Gain insight into the methods used by important industry players to give them a competitive edge
 
 *Identify specific areas for operational improvements
 
 *Capitalize on the knowledge of experienced companies when entering a new niche or market
 

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The UK market for juices and smoothies is buoyant, spurred on by the health trend 2
The juices category is larger and more mature, but smoothies are forecast to see double-digit growth 2
Juice launches continue to dwarf the more nascent smoothies category launches 3
Consumer health demands fuel the market 3
Health and natural claims dominate both categories, while exotic fruit flavors are gaining ground 5
Growth in smoothies is being aided by innovative offerings 5
Innocent Drinks is the dominant smoothie player in the UK, successfully addressing health demands with well-marketed products 6
The company is the clear smoothie leader, outlasting a number of competitor brands 6
The recession and poor weather temporarily impacted Innocent's sales 7
The company's focus on healthy products has addressed consumer nutrition concerns 7
Innocent clearly sets out how its products can help consumers achieve the recommended fruit and vegetables target 8
Frequent flavor introductions help maintain high interest in Innocent's products 9
The company has capitalized on the health trend by branching out into food offerings 10
Company marketing has played a substantial part in the firm's success 10
Company messages and logos maintain a 'folksy', non-corporate style 10
The company encourages customer interaction via its website and social media sites 11
The company maintains a charitable and ethical image 12
Coca-Cola's recent purchase of a stake in the company was a surprise to some, but it offers Innocent opportunities to grow 12
Conclusion and implications 13
APPENDIX 14
Case study series 14
Methodology 14
Secondary sources 14
Further reading 14
Ask the analyst 15
Datamonitor consulting 15
Disclaimer 15
 

List of Tables
Table 1: Smoothies and juices market value in the UK, (£m), 2003-13 2
Table 2: Leading claims and flavors in smoothie and juice launches, 2007-09 5
 

List of Figures
Figure 1: Juice and smoothies have become more popular as the health trend gains momentum 3
Figure 2: Many UK consumers are taking active steps to eat healthily 4
Figure 3: UK consumers are not as enamored by natural and organic claims as people in other regions 4
Figure 4: Recent innovations in juice and smoothie categories in the UK 6
Figure 5: Innocent has diversified its portfolio into a range of healthy product areas 8
Figure 6: Innocent Drinks highlights how its products can help consumers attain daily recommended amounts of fruit and vegetables 9
Figure 7: Innocent marketing has a distinctly non-corporate style 11