Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Sustainability: A primary driver of innovation
- Sustainable packaging: A Consumer Perspective
- Health and wellness: Demand for nutritional guidance on the rise
- Asians are among the most responsive to health claims and green packaging
Insights and Opportunities
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- Sustainable packaging industry growing quickly
- Sustainable nutrition trend shaping more product and package designs
- Obesity and the Obama factor
- Consider the risk of redesigning packaging before launching initiatives
- Brita and quality reusable bottles could become bigger threat in the future
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- Figure 1: Brita eco message ad, 2009
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- Figure 2: Brita’s better for the environment ad, 2010
Inspire Insights
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- Coca-Cola Packaged in a Plant?
- What is it about?
- What we’ve seen
- Implications
- Why not call it 100%?
- What is it about?
- What we’ve seen
- Implications
Sustainability: A Primary Driver of Innovation
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- Key points
- How are companies going green?
- Improving raw materials
- Lightweighting
- Recycling initiatives
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- Figure 3: Coca-Cola Open Happiness ad, 2009
- Steady increase in recycling behavior reflects growing demand for eco-friendly packaging
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- Figure 4: Recycling attitudes and behavior, 2002/03-2008/09
- Overall number of beverage launches dropped in 2009 but green packaging launches spiked
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- Figure 5: Beverage launches in the U.S., 2004-09
- Figure 6: Launches of beverages with eco-friendly packaging in the U.S., 2004-09
- Green packaging becoming especially popular with marketers of soda and fruity drinks
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- Figure 7: Launches of eco-friendly beverage packaging in the U.S., by beverage category, 2004-09
Sustainable Packaging: A Consumer Perspective
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- Key points
- Demand for green products remains strong, despite recession
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- Figure 8: Purchase frequency of green products, 2006-08
- Mature adults more likely to recycle but demand for green products strong among young adults
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- Figure 9: Recycling attitudes and behavior, by education level, July 2007-September 2008
- Over-55s somewhat more likely to recycle
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- Figure 10: Recycling attitudes and behavior, by age, 2009
- Most want recyclable, lightweight packaging made with minimal materials
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- Figure 11: Importance of beverage packaging features, by age, November 2009
- Women and young adults generally more willing to pay a premium for green packaging
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- Figure 12: Willingness to pay more for eco-friendly packaging, by gender, November 2009
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- Figure 13: Willingness to pay more for eco-friendly packaging, by age, November 2009
Sustainability: Innovations and Innovators
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- Some companies emphasize a sustainable, nutrition positioning to optimize appeal
Health and Wellness: Nutritional Guidance
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- Key points
- Record-high rates of obesity drive demand for portion control and guidance
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- Figure 14: Trended nationwide (states, DC, and territories) incidence of overweight and obesity, 1995-2007
- Southern states have especially high rates of obesity
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- Figure 15: Highest average state obesity rates (BMI>27.4), by state, 2007
- Women more likely to feel overweight and use wellness products
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- Figure 16: Perception of weight relative to height, by gender, January 2009
- Various health claims can be emphasized on packaging to create gender-specific appeal
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- Figure 17: Reasons for watching diet, by gender, July 2007-September 2008
- Need for more fruit and vegetables drives demand for better-for-you beverages and packaging
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- Figure 18: Average daily per capita calories consumed*, by food group, 1970-2004
- Young adults more likely to drink bottled water and use “natural” products
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- Figure 19: Use of bottled water, natural and organic beverages, by age, November 2009
- Affluents more likely to buy bottled water and live a healthy lifestyle
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- Figure 20: Use of bottled water, natural and organic beverages, by household income, November 2009
- Most shoppers want clear health-related messaging that is easy to find and read
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- Figure 21: Important aspects of beverage labeling, by age, November 2009
- More than half of consumers don’t trust company claims
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- Figure 22: Opinions about beverage labeling, by age, November 2009
- Affluents somewhat more likely to understand and trust labeling
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- Figure 23: Opinions about beverage labeling, by household income, November 2009
- Only one in four consumers agree that beverage companies should be able to label products as “nutritious”
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- Figure 24: Trust in organizations on health and wellness labeling, by age, November 2009
Health and Wellness: Labeling Systems
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- Smart Choices: High Hopes Disappointed
- Sensible Solutions
- Smart Spot
- Safeway’s Eating Right
Health and Wellness: Innovations and Innovators
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- Packaging of better-for-you kids’ products often very innovative
- Bagged smoothies unique, likely to capture the attention of curious kids
- Round/globe shapes for healthy beverages becoming more common
- Smaller, concentrated beverages becoming more popular
Convenience: A Consumer Perspective
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- Key points
- Convenience and usability often trump sustainability
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- Figure 25: Maxwell House flavor-lock lid ad, 2009
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- Figure 26: Importance of beverage packaging features, by age, November 2009
Convenience: Innovations and Innovators
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- Ergonomic designs provide added convenience
- Mixes and concentrates becoming more common
- Highly concentrated functional beverages epitomize ease of transport
Beverage Consumption in the Household
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- Key points
- Young adults generally more likely to consume soda, bottled water and energy drinks
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- Figure 27: Non-alcoholic beverage purchases, by age, November 2009
- Young adults heavy users of single-size containers
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- Figure 28: Use of single-serving containers, by age, November 2009
- Over-55s somewhat less likely to purchase multipacks
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- Figure 29: Use of multi-serving containers, by age, November 2009
- Older respondents somewhat more likely to buy larger containers
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- Figure 30: Use of multi-serving size packages, by age, November 2009
Impact of Race and Hispanic Origin
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- Key points
- Asians more likely to report using better-for-you options
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- Figure 31: Use of bottled water, natural and organic beverages, by race/Hispanic origin, November 2009
- Asians more likely to state that clarity of nutritional and eco-friendly claims are important
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- Figure 32: Important aspects of beverage labeling, by race/Hispanic origin, November 2009
- Asians more likely to report trusting health claims
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- Figure 33: Opinions about beverage labeling, by race/Hispanic origin, November 2009
- Asians more likely to prefer recyclable, minimalistic packaging
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- Figure 34: Importance of beverage packaging features, by race/Hispanic origin, November 2009
- Asians and Hispanics generally most willing to pay a premium for eco-friendly packaging
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- Figure 35: Willingness to pay more for eco-friendly packaging, by race/Hispanic origin, November 2009
Custom Consumer Groups
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- Mature females and Asians of all ages recycle but blacks generally less likely to do so
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- Figure 36: Recycling attitudes and behavior, by custom consumer groups, 2009
- Upscale professionals more likely to recycle and feel a duty to do so
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- Figure 37: Recycling attitudes and behavior, by Mosaic segments most likely to recycle, 2009
- Young women and young Hispanics most likely to pay premium for eco-friendly package; mature males resistant to premiums
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- Figure 38: Willingness to pay more for eco-friendly packaging*, by custom consumer groups most and least willing to pay a premium, November 2009
- Women somewhat more likely to value easy-to-hold packages
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- Figure 39: Importance of ease of holding and portability, by custom consumer groups, November 2009
Cluster Analysis
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- Grabbers
- Packagers
- Clarifiers
- Cluster characteristics
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- Figure 40: Beverage packaging clusters, November 2009
- Figure 41: Opinions about beverage labeling, by beverage packaging clusters, November 2009
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- Figure 42: Use of single-serving and multi-serving containers, by beverage packaging clusters, November 2009
- Figure 43: Important aspects of beverage labeling, by beverage packaging clusters, November 2009
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- Figure 44: Importance of beverage packaging features, by beverage packaging clusters, November 2009
- Cluster demographics
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- Figure 45: Beverage packaging clusters, by gender, November 2009
- Figure 46: Beverage packaging clusters, by age, November 2009
- Figure 47: Beverage packaging clusters, by household income, November 2009
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- Figure 48: Beverage packaging clusters, by race, November 2009
- Figure 49: Beverage packaging clusters, by Hispanic origin, November 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Beverage packaging/labeling/consumption and attitudes, by household income
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- Figure 50: Trust in organizations on health and wellness labeling, by household income, November 2009
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- Figure 51: Important aspects of beverage labeling, by household income, November 2009
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- Figure 52: Willingness to pay more for eco-friendly packaging, by household income, November 2009
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- Figure 53: Use of non-alcoholic beverage, by household income, November 2009
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- Figure 54: Use of single-serving containers, by household income, November 2009
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- Figure 55: Use of multi-serving containers, by household income, November 2009
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- Figure 56: Use of multi-serving size packages, by household income, November 2009
- Beverage consumption by product sector and packaging type, by race/Hispanic origin
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- Figure 57: Non-alcoholic beverage purchases, by race/Hispanic origin, November 2009
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- Figure 58: Use of multipacks, by race/Hispanic origin, November 2009
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- Figure 59: Use of multi-serving size packages, by race/Hispanic origin, November 2009
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- Figure 60: Use of single-serving containers, by race/Hispanic origin, November 2009
Appendix: Trade Associations
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