Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sustainability
- What’s driving the trend
- How it’s playing out
- What the future holds?
- Health and wellness
- What’s driving the trend
- How it’s playing out
- What the future holds?
- Convenience and functionality
- What’s driving the trend
- How it’s playing out
- What the future holds?
- A balancing act for manufacturers
Insights and Opportunities
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- Common nutritional rating system is needed
- Less “greenwashing” and more consumer education
- Address consumers concerns about food safety and quality
- Meet aging Boomers’ unique packaging needs
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- Figure 1: Desirable functional packaging attributes, by age, December 2008
- Consider the risks of packaging face lifts
- Coke Zero shows how color can drive gender-based positioning
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- Figure 2: Attitude towards health, 2004 and 2008
Inspire Insights
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- Simplicity and Convenience
- What’s it about?
- What we’ve seen
- Packaging can become an aid in simplifying food and beverage shopping
- Being seen to be see through
- But do brands actually have a choice?
- So what does this mean for the future?
Market Factors: An Overview
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- Sustainability
- Health and wellness
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- Figure 3: Factors that influence grocery shoppers’ purchase decisions “a lot,” 2006
- Convenience and functionality
- Suppliers need to balance trends
Sustainability: Market Factors
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- Key points
- Sustainability goes mainstream
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- Figure 4: Purchase frequency of green products, August 2006-October 2008
- Companies are trying to reduce their carbon footprint
- Light-weighting
- Improving raw materials
- Recycling programs
Sustainability: Innovation and Innovators
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- Key points
- Flood of eco-friendly packaging has reached supermarket aisles
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- Figure 5: New food and beverage products featuring “environmentally friendly package” claims, 2005-08
- Light-weighting
- Raw materials—using recycled, renewable content
- Reducing carbon footprints
- Bio-plastics are on the way
Sustainability: Companies Engaged in Improving “Green” Image
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- TerraCycle takes a new approach to recycling
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- Figure 6: Capri sun/TerraCycle magazine ad, 2009
- Wal-Mart pledges to reduce packaging 5% by 2013
- Whole Foods switches to biodegradable packaging for prepared food
- Coca-Cola is practicing the Three R’s: Reduce, Reuse and Recycle
Sustainability: The Consumer
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- Key points
- A majority of consumers—and more women than men—claim to recycle
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- Figure 7: Attitude toward and usage of plastic packaging, by gender, December 2008
- Older consumers more likely to recycle, but less likely to “reuse”
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- Figure 8: Attitude toward and usage of plastic packaging, by age, December 2008
- Plastics recycling highest among upper income households
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- Figure 9: Attitude toward and usage of plastic packaging, by income, December 2008
- Sustainability awareness skews toward higher income households
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- Figure 10: Environmental attitudes, by household income, April 2007-June 2008
- Plastics recycling highest in Northeast and West
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- Figure 11: Attitude toward and usage of plastic packaging, by region, December 2008
Health and Wellness: Market Factors
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- Key points
- Manufacturers have tried to provide nutritional guidance
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- Figure 12: Attitude towards health, 2004 and 2008
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- Figure 13: Health and nutrient product claims for foods, 2005-08
- Proprietary symbols and seals of approval from partners on packaging: an effort to improve nutritional profile
- …but food labels remain a source of confusion
- Revolutionary, front-of-pack labeling system planned for mid-2009
- Portion control packaging at odds with sustainability trend
Health and Wellness: Innovation and Innovators
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- Key points
- Portion control
- Steam-in-bag packaging courts consumers with nutrition, convenience
- Communicating “better-for-you” through package design
Health and Wellness: The Consumer
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- Key points
- Usage of portion controlled packaging
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- Figure 14: Usage of portion control packaging, December 2008
- Attitudes toward portion control packaging
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- Figure 15: Attitude toward portion control packaging, by gender, December 2008
- Diet and health logos give an edge to some products
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- Figure 16: Attitude toward diet program or health-promoting organization endorsement on packaging, by gender, December 2008
- Americans are reading labels, but having trouble making sense of them
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- Figure 17: Attitude and behavior toward using packaging as an information tool, by gender, December 2008
- Serving sizes are a source of confusion
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- Figure 18: Attitude toward the role of packaging in informing about the right serving size, by gender, December 2008
- Usage of food and beverage products with “Smart Spot” logo
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- Figure 19: Usage of and attitudes toward “Smart Spot” products, by age, December 2008
Convenience and Functionality: Market Factors
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- Key points
- Convenience trend shows no sign of slowing
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- Figure 20: New food products with convenience claims, 2005-08
- But some convenience packaging is at odds with other trends
- Ergonomic packaging gives products an edge
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- Figure 21: Population aged 21 or older, 2003-13
- Packaging can help alleviate food safety concerns
- Putting the “fun” in functionality
Convenience and Functionality: Innovation and Innovators
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- Key points
- You can take it with you
- Ergonomic
- New technology helps keep food fresh longer
Convenience and Functionality: The Consumer
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- Key points
- Easy to open packaging is a must-have for aging population
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- Figure 22: Desirable functional packaging attributes, by age, December 2008
- Price still trumps convenience for some
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- Figure 23: Preference for can versus plastic soup container, by age, December 2008
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- Figure 24: Preference for can versus plastic soup container, by presence of children, December 2008
Innovation and Innovators: Emerging Trends in Food & Beverage Packaging
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- Key points
- Packaging is getting smarter…
- …but it’s also getting smaller
- When it comes to labels, some brands are finding that less is more
- Color-coded labels help break through the clutter
Custom Consumer Groups
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- Health conscious consumers are more likely to be green
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- Figure 25: Environmental attitudes, by personality traits, May 2006-June 2007
- Health-minded Consumers more likely to read product labels and buy portion control packaging
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- Figure 26: Attitude toward reading packaging labels and purchasing products in portion control packaging, by primary shopper and healthy lifestyle followers, December 2008
Cluster Analysis
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- Healthy, environmental-friendly, smart-spotters
- Who they are
- Opportunity
- Self-sufficient, logo-averse
- Opportunity
- Spotless unnaturals
- Opportunities
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- Figure 27: Package trend clusters, December 2008
- Figure 28: Attitude toward and usage of plastic packaging, by package trend clusters, December 2008
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- Figure 29: Usage of and attitudes toward “Smart Spot” products, by package trend clusters, December 2008
- Figure 30: Usage of and attitudes toward “Smart Spot” products, package trend clusters, December 2008
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- Figure 31: Preference for can versus plastic soup container, by package trend clusters, December 2008
- Figure 32: Usage of portion control packaging, by package trend clusters, December 2008
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- Figure 33: Attitude toward diet program or health-promoting organization endorsement on packaging, by package trend clusters, December 2008
- Figure 34: Attitude and behavior toward using packaging as an information tool, by package trend clusters, December 2008
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- Figure 35: Attitude toward the role of packaging in informing about the right serving size, by package trend clusters, December 2008
- Figure 36: Attitude toward following healthy lifestyle practices, package trend clusters, December 2008
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- Figure 37: Package trend clusters by gender, December 2008
- Figure 38: Package trend clusters by age group, December 2008
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- Figure 39: Package trend clusters by income group, December 2008
- Figure 40: Package trend clusters by race, December 2008
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- Figure 41: Package trend clusters by Hispanic origin, December 2008
Appendix: Other Useful Tables
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- Attitudes toward and usage of plastic packaging, by race/Hispanic origin
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- Figure 42: Attitude toward and usage of plastic packaging, by race/Hispanic origin, December 2008
- Desirable functional packaging attributes, by race/Hispanic origin
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- Figure 43: Desirable functional packaging attributes, by race/Hispanic origin, December 2008
- Desirable functional packaging attributes, by presence of children
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- Figure 44: Desirable functional packaging attributes, by presence of children, December 2008
- Attitudes toward portion control packaging, by age
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- Figure 45: Attitude toward portion control packaging, by age, December 2008
Appendix: Trade Associations
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