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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- Market at a glance
- Consolidation grows with Pactiv acquisition
- Special sounds, special purpose products, and smaller packages among 2010 innovations
- Green marketing claims are under higher scrutiny
- Durability and good value are top characteristics consumers look for in both food storage containers and wraps
- Differences in usage based on race/ethnicity and culture
Insights and Opportunities
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- Rising food prices discourage waste and create opportunity for storage
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- Figure 1: Changes in Food Price Indexes, 2008-11
- Lessons in food packaging
- Rising oil prices likely to affect prices, consumer spending, and choices
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- Figure 2: Short-term energy outlook, price summary, 2009-12
- Educating consumers about properly storing food
Inspire Insights
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- Inspire Trend: Brand Review
Market Size and Forecast
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- Key points
- Sales follow economic trends
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- Figure 3: FDMx sales and forecast of food storage products, at current prices, 2005-15
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- Figure 4: FDMx sales and forecast of food storage products, at inflation-adjusted* prices, 2005-15
- Fan-chart forecast
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- Figure 5: FDMx sales and fan forecast of food storage products, at current prices, 2005-15
- Walmart sales
Market Drivers
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- More food in resealable/reusable packaging creates less frequent food storage purchases
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- Figure 6: Number of resealable food products introduced 2005-10
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- Figure 7: Change in FDMx unit sales of food storage products, 2005-10
- Unemployment and recession make consumers more cost conscious
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- Figure 8: Average annual unemployment rate of the civilian noninstitutional population, 2003-10
- Figure 9: Recession-related shifts in food storage product usage, January 2011
- Number of households
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- Figure 10: U.S. households, 2000-10
- Households with kids
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- Figure 11: Frequency of usage of food storage products, by presence of children, July 2009-September 2010
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- Figure 12: Households by presence of children, 1999-2009
Competitive Context
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- Key points
- Two-horse race—single brand versus private label
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- Figure 13: Private label as a share of FDMx sales, 2007-10
- Reuse and recycling becoming more common and hampering sales of disposable products
- Competition from non-FDMx channels
- BPA changes may drive sales of BPA-free products and could benefit from a push to replace products in home
Segment Performance
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- Key points
- Pain extends across product types
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- Figure 14: FDMx sales of food storage products, by type, 2008 and 2010
Segment Performance—Plastic Food Bags
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- Key points
- Sales and forecast of plastic food bags
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- Figure 15: FDMx sales and forecast of plastic food bags, 2005-15
Segment Performance—Food Storage Containers
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- Key points
- Sales and forecast of food storage containers*
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- Figure 16: FDMx sales and forecast of storage containers*, 2005-15
Segment Performance—Aluminum Foil
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- Key points
- Sales and forecast of aluminum foil
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- Figure 17: FDMx sales and forecast of aluminum foil, 2005-15
Segment Performance—Plastic Wrap
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- Key points
- Sales and forecast of plastic wrap
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- Figure 18: FDMx sales and forecast of plastic wrap, 2005-15
Segment Performance—Waxed Paper
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- Key point
- Sales and forecast of waxed paper
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- Figure 19: FDMx sales and forecast of waxed paper, 2005-15
Retail Channels
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- Key points
- Dollar store sales eating into FDMx sales
- Sales of food storage products, by channel
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- Figure 20: FDMx sales of food storage products, by channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarket/food stores’ sales of food storage products
- Individual chains see very different results
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- Figure 21: Supermarket/food stores’ sales of food storage products, 2005-10
Retail Channels—Drug and Other FDMx
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- Key point
- Small footprints of drug stores mean few brands
- Mass merchandisers continue to increase focus on private label
- Drug and other stores’ sales of food storage products
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- Figure 22: Drug and other FDMx stores’ sales of food storage products, 2005-10
Leading Companies
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- Key points
- SC Johnson and private label are the big winners
- Changes in ownership continue
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- Figure 23: Manufacturer FDMx sales of storage products in the U.S., 2009 and 2010*
Brand Share—Plastic Food Bags
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- Key points
- SC Johnson’s Ziploc brand grows sales even as segment sales decline
- Private label takes top spot
- Clorox’s Glad brand drops out of top brands and segment becomes more consolidated
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- Figure 24: Selected FDMx brand sales of plastic food bags, 2009-10*
Brand Share—Food Storage Containers
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- Key points
- Private label makes huge strides in the storage containers world
- Everyone else loses
- Renaissance in canning looks short-lived
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- Figure 25: Selected FDMx brand sales of food storage containers, 2009-10*
Brand Share—Aluminum Foil
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- Key points
- Reynolds or private label; no other choice
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- Figure 26: Selected FDMx brand sales of aluminum foil, 2009-10*
Brand Share—Plastic Wrap
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- Key points
- Glad controls more than half of FDMx sales of plastic wrap
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- Figure 27: Selected FDMx brand sales of plastic wrap, 2009-10*
Brand Share—Wax Paper
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- Key points
- Reynolds increases dominance further
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- Figure 28: Selected FDMx brand sales of wax paper, 2009-10*
Innovations and Innovators
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- Key points
- Foils/wraps new product launches jump in 2010
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- Figure 29: Number of new product launches, 2005-11
- It’s all in the noise
- Specialized purposes
- Less packaging
- Taking innovation from outside food storage
Marketing Strategies
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- Key points
- Brand and merchandising strategies
- Caution with green marketing claims
- Online initiatives
- Ziploc (SC Johnson)
- Saran (SC Johnson)
- Hefty (Pactiv Corporation)
- Rubbermaid (Newell Rubbermaid)
- Glad (Clorox Company)
- Reynolds (Reynolds Metals)
- Tupperware
- Overview of traditional advertising
- You can count on us
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- Figure 30: Hefty one zip, one click and you know it’s closed, TV ad, 2009
- One of the few to target men
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- Figure 31: Reynolds Wrap Non-Stick Foil, Man cooks chicken on the grill, TV ad, 2010
- When you use Reynolds, what is left inside is a gift
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- Figure 32: Reynolds Wrap Heavy Duty, Woman lines her pan and puts triangle shape foil around her turkey, TV ad, 2010
- Partnering with Food Network
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- Figure 33: Ziploc Twist ‘N Loc, Foodfix; fresher food; sweet potato vegetable soup, TV ad, 2010
- Figure 34: Ziploc (Multi-Products), Food Fix, tips on protecting your resources, TV ad, 2010
- The strengths of glass
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- Figure 35: Glasslock by Snapware, Family puts food in storage containers and then in the cabinet and refrigerator, TV Ad, 2010
Household Usage of Food Storage Products
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- Key points
- Usage by food storage product type in the household
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- Figure 36: Food storage product usage, by household income, January 2011
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- Figure 37: Food storage product usage, by presence of children in the household, January 2011
Impact of the Recession on Food Storage Product Purchases
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- Key points
- Shifts in food storage product usage
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- Figure 38: Recession-related shifts in food storage product usage, January 2011
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- Figure 39: Recession-related shifts in food storage product usage, using more or the same as last year, by age, January 2011
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- Figure 40: Recession-related shifts in food storage product usage, by household income, January 2011
- Shifts in name/private label brand usage
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- Figure 41: Recession-related shifts in name brand/private label purchases of food storage products, by age, January 2011
Uses and Ownership of Food Storage Products
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- Key points
- Consumer usage of food packaging as food storage
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- Figure 42: Main food uses for and ownership of food storage products, by age, January 2011
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- Figure 43: Main food uses for and ownership of food storage products, by household income, January 2011
- Nonfood uses for food storage products
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- Figure 44: Nonfood uses for food storage products, by household income, January 2011
Important Characteristics of Food Storage Products
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- Key points
- Important characteristics of food storage containers redefine value
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- Figure 45: Important characteristics of food storage containers, by age, January 2011
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- Figure 46: Important characteristics of food storage containers, by household income, January 2011
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- Figure 47: Important characteristics of food storage wraps, by age, January 2011
Impact of Race and Hispanic Origin
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- Key points
- Differences in diets create differences in usage of food storage
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- Figure 48: Food storage product usage, by race/Hispanic origin, January 2011
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- Figure 49: Recession-related shifts in food storage product usage, using more or the same as last year, by race/Hispanic origin, January 2011
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- Figure 50: Recession-related shifts in name brand/private label purchases of food storage products, by race/Hispanic origin, January 2011
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- Figure 51: Main food uses for and ownership of food storage products, by race/Hispanic origin, January 2011
Cluster Analysis
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- Occasionals
- Demographics
- Characteristics
- Wrappers
- Demographics
- Characteristics
- Reusers
- Demographics
- Characteristics
- Cluster characteristics
- Cluster demographics
- Cluster methodology
Custom Consumer Groups
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- Key points
- Gender, age, and presence of children hold influence in food storage choices
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- Figure 62: Food storage product usage, by gender and presence of children in household, January 2011
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- Figure 63: Main food uses for and ownership of food storage products, by gender and presence of children in household, January 2011
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- Figure 64: Main food uses for and ownership of food storage products, by gender and age, January 2011
IRI/Builders—Key Household Purchase Measures: Food and Trash Bags
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- Overview
- Consumer insights on key purchase measures—sandwich/freezer/food storage bags
- Brand map
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- Figure 65: Brand map, selected brands of sandwich/freezer/storage bags buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 66: Key purchase measures for the top brands of sandwich/freezer/food storage bags, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Usage by food storage product type in the household
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- Figure 67: Food storage product usage, by age, January 2011
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- Figure 68: Frequency of food storage product usage, January 2011
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- Figure 69: Aluminum foil household usage, July 2009-September 2010
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- Figure 70: Plastic wrap household usage, July 2009-September 2010
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- Figure 71: Plastic freezer/sandwich/storage food bags household usage, July 2009-September 2010
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- Figure 72: Weekly usage frequency for plastic freezer/sandwich/storage food bags, April 2008-June 2009
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- Figure 73: Disposable food container household usage, July 2009-September 2010
- Shifts in name/private label brand usage
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- Figure 74: Recession-related shifts in name brand/private label purchases of food storage products, by household income, January 2011
- Other uses for food storage products
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- Figure 75: Nonfood uses for food storage products, by age, January 2011
- Important characteristics of food storage products
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- Figure 76: Important characteristics of food storage products, by race/Hispanic origin, January 2011
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- Figure 77: Important characteristics of food storage wraps, by race/ethnicity, January 2011
Appendix—Trade Associations
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