Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The modestly growing $2.3 billion market sees declines in 2009
- Competition from all corners
- Consumer concerns present opportunities
- Plastic food bags and containers segments dominate the market
- Supermarkets top of mind for food storage consumers
- Top three companies have 45% of the market
- Innovation tapering off for some companies
- Advertising tries to branch out
- Consumer usage highlights include shifts and demographic differences
Insights and Opportunities
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- Opportunities to cross-merchandise and tap into consumer niches
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- Figure 1: Recession-related shifts in food storage product usage, by race/Hispanic origin, January 2010
- What it means for the food storage market
- Co-branding opportunities abound
- Food storage containers as an alternative to canning?
- Americans wasting more food
- The concept of eco-friendly can go further
- The food storage market needs to compete at the same level
Inspire Insights
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- Co-opetition may win the race
- What's it about?
- What we've seen
- Specifics
- Implications
- Precycling
- What's it about?
- What we’ve seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Food storage products market feeling the brunt of consumers’ search for savings
- Sales and forecast of food storage products
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- Figure 2: FDMx sales and forecast of food storage products, at current prices, 2004-14
- Figure 3: FDMx sales and forecast of food storage products, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Consumers looking for ways to economize
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- Figure 4: Recession-related shifts in food storage product usage, January 2010
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- Figure 5: Recession-related shifts in food storage product usage, by age, January 2010
- Figure 6: Recession-related shifts in food storage product usage, by household income, January 2010
- A shift towards all kinds of reusable food storage containers
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- Figure 7: Important characteristics of food storage products, by age, January 2010
- Cloth-bag alternatives exist, but are a pricey alternative
Segment Performance
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- Key points
- Plastic food bags move ahead of food storage containers in terms of market share
- Lack of reliability continues to drive down sales of plastic wrap
- Sales of food storage products, by segment
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- Figure 8: FDMx sales of food storage products, by type, 2007 and 2009
Segment Performance—Plastic Food Bags
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- Key points
- Plastic bags lose ground slightly in 2009
- Sales and forecast of plastic food bags
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- Figure 9: FDMx sales and forecast of plastic food bags, at current prices, 2004-14
Segment Performance—Food Storage Containers
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- Key points
- Sales of food storage containers on the decline
- Sales and forecast of food storage containers*
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- Figure 10: FDMx sales and forecast of storage containers, at current prices, 2004-14
Segment Performance—Aluminum Foil
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- Key points
- Sales of aluminum foil remain steady
- Sales and forecast of aluminum foil
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- Figure 11: FDMx sales and forecast of aluminum foil, at current prices, 2004-14
Segment Performance—Plastic Wrap
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- Key points
- Sales of plastic wrap decline as consumers turn to other options
- Sales and forecast of plastic wrap
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- Figure 12: FDMx sales and forecast of plastic wrap, at current prices, 2004-14
Segment Performance—Wax Paper
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- Key points
- Wax paper the overlooked segment of the food storage market
- Sales and forecast of wax paper
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- Figure 13: FDMx sales and forecast of wax paper, at current prices, 2004-14
Retail Channels
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- Key point
- Supermarkets retain more than twice as much market share
- Sales of food storage products, by channel
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- Figure 14: FDMx sales of food storage products, by channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key points
- Food storage top of mind for grocery shoppers
- Supermarket/food stores’ sales of food storage products
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- Figure 15: Supermarket/food stores’ sales of food storage products, 2004-09
Retail Channels—Drug and Other
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- Key points
- Consumers less interested in buying food storage items in bulk
- Drug and other stores’ sales of food storage products
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- Figure 16: Drug and other stores’ sales of food storage products, 2004-09
Market Drivers
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- The influence of private label/store brands
- Influence on the food storage market
- More foods already come in resealable containers/bags
- Influence on the food storage market
- Social consciousness on the rise, along with concerns over safety
- Influence on the food storage market
Leading Companies
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- Key points
- Top three manufacturers comprise 45% of the market
- FDMx sales of food storage products by manufacturer
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- Figure 17: Manufacturer FDMx sales of storage products in the U.S., 2008 and 2009*
Brand Share—Plastic Food Bags
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- Key points
- Ziploc leads the pack with innovation
- Manufacturer and brand sales of plastic food bags
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- Figure 18: Selected FDMx brand sales of plastic food bags, 2008 and 2009*
Brand Share—Food Storage Containers
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- Key points
- Sturdier food containers have the greater share of the market
- Manufacturer and brand sales of food storage containers
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- Figure 19: Selected FDMx brand sales of food storage containers, 2008 and 2009*
Brand Share—Aluminum Foil
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- Key points
- Manufacturer and brand sales of aluminum foil
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- Figure 20: Selected FDMx brand sales of aluminum foil, 2008 and 2009*
Brand Share—Plastic Wrap
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- Key points
- Consumers unaware of the benefits of newer plastic wraps
- Manufacturer and brand sales of plastic wrap
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- Figure 21: Selected FDMx brand sales of plastic wrap, 2008 and 2009*
Brand Share—Wax Paper
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- Key point
- Reynolds brand the only game in town
- Manufacturer and brand sales of wax paper
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- Figure 22: Selected FDMx brand sales of wax paper, 2008 and 2009*
Brand Qualities
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- Ziploc
- Influence on the food storage market
- Rubbermaid
- Influence on the food storage market
- Glad
- Influence on the food storage market
- Tupperware, the original food storage system, is still going strong
- Influence on the food storage market
Innovations and Innovators
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- Key points
- GNPD food storage product launches, 2004-10
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- Figure 23: Total number of variant launches for food storage products in GNPD, 2004-10*
- Figure 24: Top ten companies with food storage product launches in GNPD, by sector, 2004-10*
- Wraps and foils catering to consumer needs
- Convenience and security also important for consumers
- Eco-friendly options increasing
Advertising and Promotion
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- Overview
- Versatility has real appeal
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- Figure 25: Glad/Press’n Seal “Airline passengers” television ad, 2009
- The sound of functionality
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- Figure 26: Hefty OneZip “One click and it’s closed” television ad, 2009
- It’s all about cutting clutter
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- Figure 27: Rubbermaid Lock It Lid “Neat. Not.” television ad, 2009
- Exemplifying the value proposition
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- Figure 28: Ziploc Containers “Strawberries in fridge” television ad, 2009
- Resonating with the budget- and eco-conscious consumer
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- Figure 29: Ziploc evolve “Ultralight bag keeps food fresh” television ad, 2009
Household Usage of Food Storage Products
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- Key points
- High penetration of food storage product usage
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- Figure 30: Food storage product usage, by age, January 2010
- Frugality drives some consumers’ purchases
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- Figure 31: Food storage product usage, by household income, January 2010
- Frequent usage of food storage containers suggests widespread acceptance
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- Figure 32: Frequency of food storage product usage, January 2010
- Aluminum foil usage almost universal
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- Figure 33: Aluminum foil household usage, April 2008-June 2009
- Plastic wrap used by 89% of consumers
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- Figure 34: Plastic wrap household usage, April 2008-June 2009
- Plastic sandwich bags lead the way in popularity
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- Figure 35: Plastic freezer/sandwich/storage food bags household usage, April 2008-June 2009
- Consumers indicate high frequency of bag usage
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- Figure 36: Weekly usage frequency for plastic freezer/sandwich/storage food bags, April 2008-June 2009
- Sparing usage of disposable food containers
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- Figure 37: Disposable food container household usage, April 2008-June 2009
Impact of the Recession on Food Storage Product Purchases
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- Key points
- Reusable containers finding more appeal
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- Figure 38: Recession-related shifts in food storage product usage, January 2010
- Disposable containers as the “gateway” to reusable
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- Figure 39: Recession-related shifts in food storage product usage, by age, January 2010
- Higher-income consumers more likely to invest
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- Figure 40: Recession-related shifts in food storage product usage, by household income, January 2010
- Higher name brand loyalty among older consumers
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- Figure 41: Recession-related shifts in name brand/private label purchases of food storage products, by age, January 2010
- Consumers flocking to store brands, regardless of income
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- Figure 42: Recession-related shifts in name brand/private label purchases of food storage products, by household income, January 2010
Consumer Behavior with Food Storage Products
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- Key points
- Consumers convinced of the value of sealable containers
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- Figure 43: Consumer behavior with food storage products, by age, January 2010
- Higher-income consumers use more original packaging/containers
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- Figure 44: Consumer behavior with food storage products, by household income, January 2010
- Other uses for food storage products
- Practicality rules consumers’ usage of storage bags/containers
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- Figure 45: Other uses for food storage products, by age, January 2010
- Consumers turn to storage bags/containers, regardless of income
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- Figure 46: Other uses for food storage products, by household income, January 2010
Impact of Race and Hispanic Origin
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- Key points
- Hispanic consumers likely influenced by family size
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- Figure 47: Food storage product usage, by race/Hispanic origin, January 2010
- Asians and Hispanics gravitate towards disposable containers
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- Figure 48: Recession-related shifts in food storage product usage, by race/Hispanic origin, January 2010
- Blacks and Asians less likely to switch to store or private label
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- Figure 49: Recession-related shifts in name brand/private label purchases of food storage products, by race/Hispanic origin, January 2010
- Hispanics and Asians less likely to rely on leftovers
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- Figure 50: Consumer behavior with food storage products, by race/Hispanic origin, January 2010
- Races and ethnicities differ on the importance of certain characteristics
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- Figure 51: Important characteristics of food storage products, by race/Hispanic origin, January 2010
Cluster Analysis
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- Unchanged, multi-users
- Demographics
- Characteristics
- Opportunity
- Value-conscious
- Demographics
- Characteristics
- Opportunity
- Price indifferent
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 52: Food storage product or container clusters, January 2010
- Figure 53: Food storage product usage, by food storage product or container clusters, January 2010
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- Figure 54: Recession-related shifts in food storage product usage, by food storage product or container clusters, January 2010
- Figure 55: Consumer behavior with food storage products, by food storage product or container clusters, January 2010
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- Figure 56: Important characteristics of food storage products, by food storage product or container clusters, January 2010
- Figure 57: Recession-related shifts in name brand/private label purchases of food storage products, by food storage product or container clusters, January 2010
- Demographic tables
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- Figure 58: Food storage product or container clusters, by gender, January 2010
- Figure 59: Food storage product or container clusters, by age, January 2010
- Figure 60: Food storage product or container clusters, by household income, January 2010
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- Figure 61: Food storage product or container clusters, by race, January 2010
- Figure 62: Food storage product or container clusters, by Hispanic origin, January 2010
- Cluster methodology:
Custom Consumer Groups
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- Key points
- Wealthier males more likely to use various types of food storage products
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- Figure 63: Recession-related shifts in food storage product usage, by gender and household income, January 2010
- Males more ingenious in reusing other types of food packaging
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- Figure 64: Recession-related shifts in food storage product usage, by gender and age, January 2010
- Income bracket has an impact on purchasing of brand versus private label
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- Figure 65: Recession-related shifts in name brand/private label purchases of food storage products, by gender and household income, January 2010
- Older consumers less likely to switch from current name brands
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- Figure 66: Recession-related shifts in name brand/private label purchases of food storage products, by gender and age, January 2010
- Efficiency the key factor for 35-54s
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- Figure 67: Important characteristics of food storage products, by gender and age, January 2010
IRI/Builders—Key Household Purchase Measures
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- Overview of food and trash bags
- Sandwich/freezer/food storage bags
- Consumer insights on key purchase measures—sandwich/freezer/food storage bags
- Brand map
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- Figure 68: Brand map, selected brands of sandwich/freezer/food storage bags, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 69: Key purchase measures for the top brands of sandwich/freezer/food storage bags, by household penetration, 2009*
Appendix: Trade Associations
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