Table of Contents
Executive Summary
-
- Top takeaways
- Impact of COVID-19 on beverage packaging
-
- Figure 1: Short-, medium- and long-term impact of COVID-19 on beverage packaging, June 2021
- Challenges and opportunities
- Sustainable packaging claims need to be simple
-
- Figure 2: Interest in plastic bottle alternatives, by food and drink shopper segmentation, March 2021
- Build on the popularity of aluminum and promote the premium association of glass
-
- Figure 3: US non-alcoholic beverage launches, % of launches by select packaging material, 2017-20
- Packaging can go big
-
- Figure 4: Large format packaging attitudes, March 2021
- Packaging can go small
-
- Figure 5: Share of households by number of members, 2000-20
- Bottled water backlash creates new packaging opportunities
- Premium sustainable packaging can enhance brands
-
- Figure 6: Premium beverage indicators, by food and drink shopper segmentation, March 2021
The Market – Key Takeaways
-
- Packaging can appeal to consumers across the sustainability spectrum
- Changes in where consumers live, HH sizes, and how they shop have packaging implications
- Future of packaging is intertwined with the future of recycling
- Increased demand for sustainability may result in expanded bottle bans
Target Audience by the Numbers – Sustainability Segmentation
-
- Segmenting consumers by outlook on sustainability
-
- Figure 7: Cluster segmentation – Outlook on sustainability, January 2021
- Sustainability Enthusiasts
-
- Figure 8: Demographic profile – Sustainability Enthusiasts segment, January 2021
- Sustainably Unsure
-
- Figure 9: Demographic profile – Sustainably Unsure segment, January 2021
- Sustainably Overwhelmed
-
- Figure 10: Demographic profile – Sustainably Overwhelmed segment, January 2021
- Sustainably Unengaged
-
- Figure 11: Demographic profile – Sustainably Unengaged segment, January 2021
- Sustainably Doubtful
-
- Figure 12: Demographic profile – Sustainably Doubtful segment, January 2021
Market Factors
-
- Consumers are rockin’ the suburbs
- US enters a baby bust and HHs get smaller
-
- Figure 13: Households, by detailed type, 2000-20
- Figure 14: Share of households by number of members, 2000-20
- “Made from recycled plastics” – Easier said than done
- Uneven economic recovery creates packaging opportunities
-
- Figure 15: Disposable Personal Income change from previous period, January 2010-February 2021
- Figure 16: Unemployment, January 2019-March 2021
- Acute supply chain disruptions create market challenges
- Bottle bans could regain momentum
- Pandemic supercharges the adoption of online shopping
-
- Figure 17: In-store and online grocery shopping behaviors before and during pandemic, January 2021
Companies and Brands – Key Takeaways
-
- Go big and go small
- Increased use of refillable water bottles creates opportunities for beverage concentrates
- Use of aluminum expands, while glass needs to play catch-up
- Innovative packaging design can solve needs for remote workers
Competitive Strategies
-
- Carbon neutrality and ethical claims programs can mitigate environmental concerns
-
- Figure 18: US non-alcoholic beverage launches, % of launches by select claims, 2017-20
- Figure 19: Examples of beverages with plastic packaging and ethical-environmentally friendly and/or ethical-sustainable claims
- Carbon labels are an emerging design trend
- Companies experiment with paper packaging
- Changes in alcohol drinking habits creates new opportunities for glass packaging
-
- Figure 20: US non-alcoholic beverage launches, % of launches with glass packaging, 2012-20
- Shots and concentrates offer convenience, functionality and sustainable benefits
-
- Figure 21: Water consumption, December 2020
- Aluminum shines
-
- Figure 22: US non-alcoholic beverage launches, % of launches by select packaging type, 2017-20
- Figure 23: US non-alcoholic beverage launches, % of launches by select packaging material, 2017-20
- Combine sustainability with luxury
-
- Figure 24: ZenWTR Essentials
-
- Figure 25: Purchase intent score, ZenWTR vs all still packaged water
- Figure 26: Attribute score, ZenWTR vs all still packaged water
Market Opportunities
-
- Time to think big…
- And time to think small
- Plastic can deliver security
- Design packaging with inclusivity in mind
-
- Figure 27: Population by age, 2016-26
- Packaging can satisfy the needs of remote workers
-
- Figure 28: Anticipated work situation for the remainder of 2021, April 2021
The Consumer – Key Takeaways
-
- Packaging enhances brands
- Consumers want simple sustainability
- Sustainable packaging claims must be tangible
- Big and small packaging opportunities
Sustainability Attitudes and Behaviors
-
- Sustainability is primarily a nice to have food and drink attribute
-
- Figure 29: Environmental responsibility and food and beverage purchases, March 2021
-
- Figure 30: Environmental responsibility and food and beverage purchases, by select demographics, March 2021
- Consumers want easy sustainable solutions
-
- Figure 31: Sustainability behaviors, March 2021
- Consumers expect brands to take responsibility for sustainability
-
- Figure 32: Environmental responsibility, 2019 vs 2021, March 2019; March 2021
Beverage Packaging Type Associations
-
- Brands are responsible for educating consumers on packaging
-
- Figure 33: Beverage packaging type associations, correspondence analysis, March 2021
-
- Figure 34: Beverage packaging type associations, correspondence analysis, March 2021
Interest in Plastic Bottle Alternatives
-
- Recycled plastics garner high consumer interest
-
- Figure 35: Interest in plastic bottle alternatives, by environmental responsibility attitudes, March 2021
- Opportunity to enhance aluminum’s sustainability story
-
- Figure 36: Interest in plastic bottle alternatives, by generation, March 2021
- Forward-thinking brands can utilize less common sustainable packaging options
-
- Figure 37: Interest in plastic bottle alternatives, by food and drink shopper segmentation, March 2021
Packaging Attitudes
-
- Brands can take steps to assuage consumers’ plastic concerns
-
- Figure 38: Packaging attitudes, March 2021
- Packaging can provide identity and information
-
- Figure 39: Packaging attitudes, March 2021
- Millennials drive interest in sustainable packaging
-
- Figure 40: Packaging attitudes, any agree, by generation, March 2021
- Parents want a balance between sustainability and value
-
- Figure 41: Packaging attitudes, any agree, by parental status and age, March 2021
Large Format Packaging Attitudes
-
- Large packs can communicate both value and sustainability values
-
- Figure 42: Large format packaging attitudes, March 2021
- Large sizes are an immediate opportunity, but plan for the future
-
- Figure 43: Large format packaging attitudes, March 2021
-
- Figure 44: Large format packaging attitudes, March 2021
Premium Beverage Indicators
-
- Packaging can enhance a premium formulation
-
- Figure 45: Premium beverage indicators, March 2021
-
- Figure 46: Premium beverage indicators, by generation, March 2021
- Figure 47: Premium beverage indicators, by age and HHI, March 2021
-
- Figure 48: Premium beverage indicators, by food and drink shopper segmentation, March 2021
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
-
- Correspondence Analysis Methodology
Back to top