Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- Sustainability
- Sustainability innovation and innovators
- Sustainability and the consumer
- Functionality
- Functionality innovation and innovators
- Functionality and the consumer
- Health, wellness, and safety
- Health and wellness innovation and innovators
- Health, wellness and the consumer
Insights and Opportunities
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- Packaging is in the eye of the beholder
- Consumer trends hold the keys: sustainability, functionality, and health and wellness
- But consumers are not created equal
- Give me a flamin’ hot snack; I don’t care what bag it’s in
- I want healthy food (and don’t trick me; I’ll read the label), and don’t pollute
- A tie does exist between all-natural/organic and enviro/health concern
- Arthritis sufferers under-served
Fast Forward Trends
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- Transparency
- What’ve we’ve seen
- Expectations for packaging transparency are high
- Manufacturer beware—they’re going to get higher—and the bag’s on you
- Consumer as Detective
- What we've seen
- Road to packaging ‘truth’ difficult to navigate
- Maybe that’s why independent nutrition labels are a mixed blessing
- What to do?
Market Factors: An Overview
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- Consumer in the driver’s seat
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- Figure 1: How the consumer plays a role in product and packaging issues
- But consumers want it all
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- Figure 2: Product label information that influences shoppers to buy food, beverage and home consumer packaged goods, 2007
Sustainability: Market Factors
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- The reaction
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- Figure 3: Leading environmental and social programs that fall within the context of sustainability, 2007
- When green is not predictable
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- Figure 4: Green lifestyle choices, January 2008
Sustainability: Innovation and Innovators
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- Key points
- Plastic bottles exact a heavy price
- Innovative beverage packaging can address environmental, ecological, and ethical concerns
- Ergonomic and environmentally friendly
- Environment and ethics
- Reducing the carbon footprint
- Environmental nuances
- Waste reduction and functionality
Sustainability: The Consumer
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- Key points
- Consumers place onus on manufacturers; age affects reuse and recycling behavior
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- Figure 5: Attitudes toward and usage of plastic bottles, by age, February 2008
- Recycling does not cut evenly across income brackets
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- Figure 6: Attitudes toward and usage of plastic bottles, by household income, February 2008
- The more children in the house, the more plastic bottles are reused
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- Figure 7: Attitudes toward and usage of plastic bottles, by presence of children under 18 in household, February 2008
Functionality: Market Factors
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- Convenience: from important to indispensable
- Time
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- Figure 8: Leading new products introduced in microwaveable category, 2003-07
- Ease-of-use innovation lacking
- Ease of use is a lifestyle issue
- Disabled consumers overlooked
- Restaurants are out and kitchens are in: putting a spotlight on packaging
Functionality: Innovation and Innovators
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- Key points
- Spill/splash protection innovators in foreign lands can make a U.S. splash
- Microwaveable portability trend afoot here in the U.S.
- Easy-grip innovation from Japan
- Ease of use also means easy to read, easy to understand
Functionality: The Consumer
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- Key points
- Setting the stage: assessing use of different soup packaging formats
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- Figure 9: Purchasing incidence of soup, February 2008
- Canned soup rules; plastic and cardboard on the periphery
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- Figure 10: Types of soup packaging used, February 2008
- Microwave packaging lags behind consumer behavior
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- Figure 11: How consumers prepare their soup, February 2008
- The portability equation: soup goes mobile
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- Figure 12: Relationship of packaging to preparation choice, by gender, February 2008
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- Figure 13: Relationship of packaging to preparation choice, by age, February 2008
Health, Wellness and Safety: Market Factors
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- Key points
- Health and wellness
- Labeling intended to educate may actually foster confusion
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- Figure 14: Sample nutrition symbols on U.S. food and beverage products
- Health and safety
- Safety concerns drive packaging technology
- PET on the rack, but PLA needs to win converts
- Portion control meets environmental waste
- Intelligent packaging offers hope
Health and Wellness: Innovation and Innovators
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- Key points
- Portion control: for weight loss or convenience
- Multi-appeal: portion control as convenience and nutrition
- Common sense nutrition and health
- “Free from” and clean appeal
Health and Wellness: The Consumer
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- Key points
- Attitudes toward portion-controlled products
- Portion-controlled packaging has arrived and it’s here to stay
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- Figure 15: Usage of portion-controlled packaging, by gender, February 2008
- Portion-controlled packaging gets strong marks from users
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- Figure 16: Attitudes toward portion-controlled packaging, by gender, February 2008
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- Figure 17: Attitudes toward portion-controlled packaging, by age, February 2008
- Labeling for health
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- Figure 18: Attitudes toward health claims and product labeling, by age, February 2008
- Consumer understanding of nutrition symbols
- Setting the stage
- Smart Spot succeeds on awareness; small contingent of active seekers
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- Figure 19: Usage of “Smart Spot” products, by age, February 2008
- Program knowledge lags program awareness; Internet information queries virtually nil
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- Figure 20: Knowledge about “Smart Spot” logo, February 2008
- Among active seekers, program is resounding success
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- Figure 21: Relationship of “Smart Spot” label to making better food choices, by gender and age, February 2008
Custom Consumer Groups
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- Usage of portion-controlled products by health attitude
- Setting the stage
- Bottom line
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- Figure 22: Usage of portion-controlled packaging, by health attitudes, February 2008
- Labeling for health
- Setting the stage
- Bottom line
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- Figure 23: Attitudes toward health claims and product labeling, by response subgroup, February 2008
- Consumer understanding of nutrition symbols
- Setting the stage
- Bottom line
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- Figure 24: Usage of “Smart Spot” products, by health attitudes, February 2008
Cluster Analysis
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- Environmental and Healthy Eating Indifferent
- Healthy Environmentalists
- Smart-spotters
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- Figure 25: Package user clusters, February 2008
- Figure 26: Attitudes towards and usage of pastic bottles, by package user clusters, February 2008
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- Figure 27: Usage of “Smart Spot” products, by package user clusters, February 2008
- Figure 28: Attitudes towards the “Smart Spot” logo, by package user clusters, February 2008
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- Figure 29: Health attitudes, by package user clusters, February 2008
- Figure 30: Package user clusters, by gender, February 2008
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- Figure 31: Package user clusters, by age, February 2008
- Figure 32: Package user clusters, by income, February 2008
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- Figure 33: Package user clusters, by race, February 2008
- Figure 34: Package user clusters, by Hispanic origin, February 2008
- Methodology
Innovation and Innovators: Emerging Packaging Trends
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- Active (Intelligent) packaging
- Label technology
- Nanotechnology
- Mouth feel
- Multimedia brand reach
- Beverages as mouthpieces for interactive ideas: Coca-Cola around the world
- Sensory branding
- Emulating flavor and taste outside the box
- Tactile
- Visual appeal—eating with color
- Packaging strategies that stand out in the crowd
- Linked product strategy
- Hi-octane
- Edgy with a punch
Retail Trendsetters and Innovators
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- Wal-Mart shows a greener side
Appendix: Other Useful Consumer Tables
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- Figure 35: Attitudes toward and usage of plastic bottles, by educational attainment, February 2008
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- Figure 36: Attitudes toward health claims and product labeling, by educational attainment, February 2008
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- Figure 37: Attitudes toward portion-controlled packaging, by race/ethnicity, February 2008
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- Figure 38: Attitudes toward health claims and product labeling, by gender, February 2008
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- Figure 39: Attitudes toward health claims and product labeling, by household income, February 2008
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Appendix: Trade Associations
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