Table of Contents
Executive Summary
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- Top takeaways
- 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, May 2021
- Challenges and opportunities
- COVID-19 drives many to ecommerce, as half purchase at least some food online
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- Figure 2: Online shopping for food/beverages, by key demographics, March 2021
- When in-store, consumers weigh a range of packaging features, less so online
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- Figure 3: Important packaging elements, by location, March 2021
- Environmental responsibility a driver for more than half of consumers
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- Figure 4: Role of environmental responsibility in shaping purchase choice, March 2021
- Younger shoppers willing to pay more for environmentally friendly products
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- Figure 5: Attitudes toward environmentally friendly packaging, by generation, March 2021
- Consumers largely believe environment is industry’s responsibility
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- Figure 6: Environmental responsibility, March 2021
The Market – Key Takeaways
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- COVID-19 pandemic shifts the focus to food at-home
- …and shopping online
- Shift toward normalcy, with new priorities supported by packaging
Market Factors
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- Some degree of pandemic-spurred at-home food consumption will remain
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- Figure 7: Sales of food at home and food away from home, December 2019-December 2020
- More than half now purchase at least some food/beverages online
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- Figure 8: Online shopping for food/beverages, March 2021
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- Figure 9: Online shopping for food/beverages, by key demographics, March 2021
- A third report buying more large packs due to COVID-19
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- Figure 10: Food packaging statements – Packaging sizes, March 2021
- Coronavirus exposure worry dropping
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- Figure 11: COVID-19, worry about exposure to COVID-19, April 29-May 13, 2021
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- Figure 12: COVID-19 attitudes – Shopping and dining indoors, October 29-November 9, 2020 vs April 29, 2021-May 13, 2021
- Consumer confidence is on the rise
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- Figure 13: Consumer Sentiment Index, January 2010-Feb 2021
- Interest in both weight loss and wellness shape food priorities, packaging
- Companies must take the lead on environmental responsibility
Companies and Brands – Key Takeaways
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- Packaging must meet consumer demand for information, experience
- Larger sizes, transparent windows and functional packaging drive interest
- Environmental claims fall, as plastics remain primary material
- Packaging will drive technological path forward
Competitive Strategies
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- New packaging integrated into new varieties and products
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- Figure 14: Share of food launches, by launch type, 2018-21*
- Snacks continue to lead in new packaging launches
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- Figure 15: Types of product launches, by leading categories, April 2020-March 2021
- Bold graphics, bright colors and large images define effective packaging
- Fun family-focused packaging with games, toys and playful features
- Packaging showcases nostalgic brands and indulgent treats
- Suggesting satisfaction through comfort food and health food
- Consumers value transparency…except when they don’t
- Pandemic drives demand for variety in pack sizes
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- Figure 16: Food packaging statements – Packaging sizes, March 2021
- Packaging that is functional: portable, resealable, microwavable
- Functional packaging often found in pouches and closures
Market Opportunities
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- Online and multi-channel retailing will increasingly shape how consumers shop, engage with packaging
- Smart labels and NFC chips bring technology, interactivity into packaging
- A renewed, revitalized commitment to environmentalism
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- Figure 17: Share of food launches, by packaging material, 2018-21*
- Eco-friendly programs and products
- Refillable containers and bulk packaging will return…in time
The Consumer – Key Takeaways
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- In-store, consumers factor more packaging features into choice
- Core nutrition and health information is key for in-store packaging
- Half of online shoppers turn to brands they would buy in-store
- Environmental engagement high by many measures
- Two-thirds hold manufacturers responsible for eco-friendly choices
Important Food Packaging Features
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- In-store, consumers factor more packaging features into product choice
- Core nutrition, health and preparation information key for packaging
- Six in 10 factor in environmental responsibility when in-store
- Resealability and portion control valued at home
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- Figure 18: Important packaging elements, by location, March 2021
- Nutrition information
- Nutrition information and health benefits weighed more heavily by women
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- Figure 19: Important packaging elements – Clear nutritional information, by gender, March 2021
- Figure 20: Important packaging elements – Advertises health benefits, by gender, March 2021
- Gen X and older most interested in nutrition, health information
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- Figure 21: Important packaging elements – Clear nutritional information, by generation, March 2021
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- Figure 22: Important packaging elements – Advertises health benefits, by generation, March 2021
- Parents pay more attention to nutrition information online and at home
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- Figure 23: Important packaging elements – Clear nutritional information, by parental status, March 2021
- Figure 24: Important packaging elements – Advertises health benefits, by parental status, March 2021
- Portability and durability
- Generation durable and portable
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- Figure 25: Important packaging elements – Durable, by generation, March 2021
- Figure 26: Important packaging elements – Portable, by generation, March 2021
Food Packaging and Shopping Online
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- Half of online shoppers turn to brands they would buy in-store
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- Figure 27: Food packaging and shopping online, March 2021
- When online shopping, men open to new brands, larger sizes
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- Figure 28: Food packaging and shopping online, by gender, March 2021
- Millennials navigate online shopping space more easily, expansively
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- Figure 29: Food packaging and shopping online, by generation, March 2021
- Parents embrace online shopping for different brands, larger sizes
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- Figure 30: Attitudes and behaviors about packaging when online shopping, by parental status, March 2021
Perceptions of Food Packaging Formats
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- Packaging has strongest perceived impact on food freshness
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- Figure 31: Perceptions of food packaging formats, March 2021
Environmental Responsibility Attitudes and Behaviors
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- Importance of environmental responsibility
- Environmental responsibility impacts purchase for 56% of shoppers
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- Figure 32: Role of environmental responsibility in shaping purchase choice, March 2021
- A third of Millennials consider environmental impact in most purchases
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- Figure 33: Role of environmental responsibility in shaping purchase choice, by generation, March 2021
- Environmental responsibility has outsized importance among for parents
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- Figure 34: Role of environmental responsibility in shaping purchase choice, by parental status, March 2021
- Who’s responsible for environmentally friendly choices
- Consumers largely believe environment is industry’s responsibility
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- Figure 35: Environmental responsibility, March 2021
- Women even more likely to expect suppliers to be responsible
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- Figure 36: Environmental responsibility, by gender, March 2021
- Younger generation groups see responsibility shared by a range of players
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- Figure 37: Environmental responsibility, by generation, March 2021
- Sustainability habits
- Six in 10 place recyclable packaging in recycle bins
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- Figure 38: Sustainable food/beverage habits, March 2021
- Women are good targets for reusing packaging
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- Figure 39: Sustainable food/beverage habits, by gender, March 2021
- Recycling is central for Gen X, Millennials exhibit willingness for legwork
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- Figure 40: Sustainable food/beverage habits, by generation, March 2021
- Perceptions of cost and quality
- Few perceive price premium, some are willing to pay more
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- Figure 41: Attitudes toward environmentally friendly packaging, March 2021
- Younger generations ready to pay more for environmental options
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- Figure 42: Attitudes toward environmentally friendly packaging, by generation, March 2021
Packaging Features Seen as Environmentally Friendly
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- Recyclability leads food package features seen as environmentally friendly
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- Figure 43: Features associated with environmentally friendly packaging, March 2021
- Older generations focused on recyclability
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- Figure 44: Features associated with environmentally friendly packaging, by generation, March 2021
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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