Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on food packaging
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on food packaging, July 2020
- Opportunities and Challenges
- Re-emergence
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- Figure 2: COVID-19 food safety statements, June 11-24, 2020
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- Figure 3: Consumer Sentiment Index, January 2007-June 2020
- Figure 4: Online food shopping experience – damage, April 2020
- Recovery
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- Figure 5: Packaging features that drive product choice, April 2020
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- Figure 6: Share of food launches, by packaging-related claims, 2015-19
The Market – What You Need to Know
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- Packaging innovation hidden among new product/new variety launches
- Snacks lead “new packaging” launches, confectionery/spreads innovate
- Consumer pursuit of health necessitates clear nutritional messaging
- Packaging can answer the needs of a COVID-19 reality
- Financial insecurity calls for packaging to communicate desirable value
Market Breakdown
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- Decline in new packaging launches does not indicate a downturn in new packaging
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- Figure 7: Share of food launches, by launch type, 2018-2020*
- Center of store surge provides shelf-stable brands a chance to shine
- Snacks lead new packaging launches
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- Figure 8: Share of new packaging launches, by leading categories, 2018-2020*
- Seasonality continues to benefit confectionery, could boost fun factor all around
- Savory spreads emphasize ingredients, usage
- Majority of shopping is still done in person, snacks do well online
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- Figure 9: Grocery shopping, April 2020
- Figure 10: Food purchase, by any purchase and online purchase, April 2020
Market Factors
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- COVID-19 heightened focus on food safety, consumers look to packaging
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- Figure 11: COVID-19 food safety statements, June 11-24, 2020
- Plummeting consumer confidence will lead to focus on value
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- Figure 12: Consumer Sentiment Index, January 2007-June 2020
- Health remains a priority
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- Figure 13: 2020 health and wellness goals – Any do (net), November 2019
- The environment is not taking a complete backseat
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- Figure 14: Environmentally friendly packaging priorities, December 2019
- eCommerce accelerated by COVID-19
Key Players – What You Need to Know
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- What isn’t found in a pouch these days?
- We eat (and shop) with our eyes
- Leading environmental claims continue to decline
- COVID-19 boosts call for portionability
What’s Working
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- Pouch growth continues, will require better environmental profile
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- Figure 15: Share of food launches, by pack type, 2015-19
- Tottles take hold
- Plastic continues to dominate launches
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- Figure 16: Share of food launches, by packaging material, 2015-19
- The eyes have it
What’s Struggling
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- Leading environmental claims continue to decline
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- Figure 17: Share of food launches, by packaging-related claims, 2015-19
- On-pack claims communicate environmental friendliness
- Maybe we don’t want to meet our meat
What to Watch
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- Biodegradable builds momentum
- Refillable offers convenience, stronger case could be made for value
- Economic uncertainty could spark turnaround in economy offerings
- COVID-19 boosts call for portionability
- 2030 Global Packaging Trend: Deeper Connections
The Consumer – What You Need to Know
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- Packaging drives consumer choices, even if they don’t realize it
- Personal efforts toward environmental responsibility are on the rise
- Screw tops and zip closures are consumer favorites
- Snackers’ interest in convenience can be translated to home
- Packaging seen as the top determiner of freshness
- A third of online shoppers avoid buying certain items due to damage
Packaging Features that Drive Product Choice
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- 82% of shoppers have been driven to purchase by packaging features
- A point in the environment’s column
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- Figure 18: Packaging features that drive product choice, April 2020
- Older shoppers are tougher sells, future of environmental focus is clear
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- Figure 19: Packaging features that drive product choice, by age, April 2020
Perceptions of Food Packaging Closures
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- Screw tops and zip closures are consumer favorites
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- Figure 20: Perceptions of food packaging closures – One of my preferred closure types, April 2020
- Figure 21: Perceptions of food packaging closures, April 2020
Snack Packaging
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- Salty snacks
- Salty snackers desire resealability
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- Figure 22: Salty snack packaging, April 2020
- Convenience will help to win over salty snackers
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- Figure 23: TURF Analysis – Salty snack packaging – April 2020
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- Figure 24: Table - TURF Analysis – Salty snack packaging – April 2020
- Snack, nutrition, and performance bars
- Easy to open could be a proxy for minimizing messiness
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- Figure 25: Bars packaging, April 2020
- Resealability appears as a white space for bars
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- Figure 26: TURF Analysis – Bars packaging – April 2020
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- Figure 27: Table - TURF Analysis – Salty snack packaging – April 2020
- Confectionery
- Resealability is a good bet for candy packaging
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- Figure 28: Candy packaging, April 2020
- Health-consciousness plays a role in ideal confectionery packaging
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- Figure 29: TURF Analysis – Candy packaging – April 2020
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- Figure 30: Table - TURF Analysis – Candy packaging – April 2020
Food Freshness
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- Packaging has strongest impact on food freshness
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- Figure 31: Impact on food freshness, April 2020
Online Food Shopping Experience
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- A third of online shoppers avoid buying certain items due to damage
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- Figure 32: Online food shopping experience – damage, April 2020
- Online shoppers are OK with a change in packaging
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- Figure 33: Online food shopping experience, April 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- TURF analysis methodology
- Abbreviations and terms
- Abbreviations
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