Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The landscape
- The impact of rising material costs
- The future
- Market factors
- Growth in C2s bodes well for future of recycling
- A growing need to cater to the ageing population
- Smaller households to see biggest increase
- Innovation in the market
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- Figure 1: NPD in food, percentage of launches, by packaging material, 2009-11
- Plastic continues to dominate
- Pack sizes look to smaller households
- Alcoholic drinks packaging favours traditional formats
- The consumer
- Prolonging the life of a product appeals to consumers
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- Figure 2: Factors influencing choice of food and drink packaging, October 2011
- Consumers see sell-by/use-by/best-before dates as an important labelling factor
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- Figure 3: Labelling factors consumers look for before purchasing food items, October 2011
- The majority of consumers recycle drinks packaging
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- Figure 4: Agreement with statements on alcoholic drink packaging, October 2011
- Consumers look to food/drink companies and the government to help them reduce packaging
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- Figure 5: Agreement with statements on food and drink packaging, October 2011
- What we think
Issues in the Market
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- What do consumers look for from packaging?
- Can brands drive demand by acting ethically on consumers’ behalf?
- How can packaging innovation help engage the mature consumer?
- What are the implications of the UK’s changing household population for packaging?
- In what areas is there most potential for new drinks packaging formats?
Future Opportunities
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- Hungry Planet
- Play Ethic
Internal Market Environment
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- Key points
- Ethical concerns wane…
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- Figure 6: Trends in agreement with selected statements regarding ‘green’ lifestyles, 2007-11
- …which WRAP hopes to counter
- CSR loses interest
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- Figure 7: Agreement with lifestyle statements regarding company ethics, 2007-11
- Provenance gains traction for labelling
- Convenience appeals to a sizeable minority of consumers...
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- Figure 8: Agreement with the statement ‘Convenience often plays a part in my purchase decisions’, 2007-11
- …while attractiveness appeals to less than 10%
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- Figure 9: Agreement with the statement ‘I often buy a product because of its nice packaging’, 2007-11
Broader Market Environment
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- Key points
- Packaging recycling targets
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- Figure 10: Business recovery and recycling targets for Great Britain, 2012-20
- Looking to technological developments
- Rising cost of raw materials
- Demographic changes lead to innovation
- Increase in over-55s calls for easy-open innovation
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- Figure 11: Forecast adult population trends, by age, 2006-11 and 2011-16
- Rise in one-person households fuels NPD in single-serve formats
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- Figure 12: Change in UK households, by size, 2006-11 and 2011-16
- Rising C2s are most likely to rate ‘recyclable’
Strengths and Weaknesses
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- Strengths
- Weaknesses
Retailer and Manufacturer Initiatives
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- Key points
- The Courtauld Commitment begins Phase 2
- WRAP and Defra promote innovation initiatives
- Retailer initiatives
- Manufacturer initiatives
Who’s Innovating?
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- Key points
- Plastic packaging dominates food launches
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- Figure 13: NPD in food, percentage of launches, by packaging material, 2009-11
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- Figure 14: NPD in food, percentage of launches, by packaging type, 2009-11
- Smaller pack sizes are buoyant in the food category
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- Figure 15: Product launches in the food market, by pack size (top ten most common sizes), 2009-11
- Packaging NPD in the food category looks to aid consumer usage and browsing
- Offering convenience to consumers
- Frozen formats aid storage and cooking times
- Revamping packaging design to aid consumer browsing
- Real innovation in greener packaging for the milk and coffee categories
- Other
- Alcoholic drinks packaging continues to favour glass and bottles...
- …and looks to packaging as a means of revitalisation
- Gift packs enjoy limited appeal
- Brands turn to limited editions to drive engagement
Consumer Usage – Packaging Attributes
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- Key points
- Consumers rate attributes that improve longevity…
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- Figure 16: Factors influencing choice of food and drink packaging, October 2011
- …causing packaging manufacturers to react
- Older consumers favour ease of opening, younger consumers attractiveness
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- Figure 17: Factors influencing choice of food and drink packaging, by age, October 2011
- Ethical packaging appeals to just half of consumers
Consumer Usage – Labelling Attributes
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- Key points
- Consumers consider sell/use-by and best-before dates before price
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- Figure 18: Labelling factors consumers look for before purchasing food items, October 2011
- Consumers rank ingredients and nutritional content above GDA guidelines
- Women rate nutritional information, men weight
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- Figure 19: Net difference* between labelling factors consumers look for before purchasing food items, by gender, October 2011
- Country of origin is important to the over-55s and ABs
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- Figure 20: Index of country-of-origin labelling as a factor consumers look for before purchasing food items, by age, socio-economic group and household income, October 2011
Consumer Attitudes Towards Drink Packaging
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- Key points
- The vast majority of consumers recycle drinks packaging
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- Figure 21: Agreement with statements on alcoholic drink packaging, October 2011
- Young more open to new packaging formats
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- Figure 22: Agreement with statements on alcoholic drink packaging, by age, October 2011
- Label information of importance to ABs
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- Figure 23: Agreement with the statement ‘I pay more attention to labels than packaging when choosing an alcoholic drink’, by socio-economic group, October 2011
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- Figure 24: Agreement with statement ‘I pay more attention to labels than packaging when choosing an alcoholic drink’, by supermarket used, October 2011
- Around a third of consumers pay no attention to drinks packaging
- Majority unwilling to pay for gift-wrapped packaging
Consumer Attitudes Towards Food and Drink Packaging
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- Key points
- Consumers look to food/drink companies and the government to help them reduce packaging
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- Figure 25: Agreement with statements on food and drink packaging, October 2011
- The over-55s believe in company and government involvement
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- Figure 26: Agreement with statements on food and drink packaging, by age, October 2011
- Clear packaging allays consumer concerns
- Minimal and biodegradable packaging appeals to sizeable group
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- Figure 27: Agreement with statement ‘I look out for packaging that is biodegradable’, by socio-economic group and annual household income, October 2011
- Variety of pack sizes appeals to small and large households
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- Figure 28: Agreement with statement ‘I would like to see a wider variety of pack sizes’, by household size (number of members), October 2011
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- Figure 29: Index of agreement with statement ‘I would like to see a wider variety of pack sizes’, by gender and age, October 2011
- Female consumers see labelling information as important
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- Figure 30: Agreement with statement ‘I pay great attention to product information on labels eg price, nutrition etc’, by gender, October 2011
The Consumer – Targeting Opportunities
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- Key points
- Three target groups
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- Figure 31: Target groups based on attitudes towards food and drink packaging, October 2011
- Disengaged (29%)
- Appearance-Driven (32%)
- Ethical (39%)
Appendix – Internal Market Environment
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- Figure 32: Agreement with selected lifestyle statements, 2007-11
- Figure 33: Agreement with selected lifestyle statements, by demographics, 2011
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- Figure 34: Agreement with selected lifestyle statements, by demographics, 2011
- Figure 35: Agreement with selected lifestyle statements, by demographics, 2011
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- Figure 36: Agreement with selected lifestyle statements, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 37: European packaging recovery and recycling targets and UK achievement, by material type, 2010
- Figure 38: Increase in packaging used; kg per person, 1998-2007
- Figure 39: Forecast adult population trends, by socio-economic group, 2006-16
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Appendix – Who’s Innovating?
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- Figure 40: NPD in food, percentage of launches, by packaging material, 2009-11
- Figure 41: NPD in food, percentage of launches, by packaging type, 2009-11
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- Figure 42: Product launches in the alcoholic drinks market, by pack size, 2009-11
- Figure 43: Product launches in the alcoholic drinks market, by package type, 2009-11
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- Figure 44: Product launches in the alcoholic drinks market, by package material, 2009-11
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Appendix – Consumer – Packaging Attributes
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- Figure 45: Most popular factors influencing choice of food and drink packaging, by demographics, October 2011
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- Figure 46: Next most popular factors influencing choice of food and drink packaging, by demographics, October 2011
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Appendix – Consumer – Labelling Attributes
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- Figure 47: Most popular labelling factors consumers look for before purchasing food items, by demographics, October 2011
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- Figure 48: Next most popular labelling factors consumers look for before purchasing food items, by demographics, October 2011
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Appendix – Consumer – Attitudes Towards Drink Packaging
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- Figure 49: Agreement with statements on alcoholic drink packaging, October 2011
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- Figure 50: Agreement with statements ‘I always recycle my drink bottles/cans’ and ‘I prefer bottled drinks over canned/plastic’, by demographics, October 2011
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- Figure 51: Agreement with statements ‘I sometimes choose a new product if the packaging catches my eye’ and ‘I pay more attention to labels than packaging when choosing an alcoholic drink’, by demographics, October 2011
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- Figure 52: Agreement with statements ‘I look for drinks packaging that is recyclable’ and ‘I think that canned/plastic drinks packaging is more convenient than glass’, by demographics, October 2011
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- Figure 53: Agreement with statements ‘I pay no attention to drinks packaging when choosing an alcoholic drink’ and ‘I think that wine in pouches/boxes is as good quality as that in glass bottles’, by demographics, October 2011
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- Figure 54: Agreement with statements ‘I like to try new formats eg wine pouches, single-serve glasses etc’ and ‘I look out for packaging which preserves alcoholic drinks for longer’, by demographics, October 2011
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- Figure 55: Agreement with statements ‘It's worth paying more for gift-wrapped alcoholic drinks’, by demographics, October 2011
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Appendix – Consumer – Attitudes Towards Food and Drink Packaging
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- Figure 56: Agreement with statements on food and drink packaging, October 2011
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- Figure 57: Agreement with statements ‘It is up to food/drink companies to reduce packaging waste’ and ‘It is important for brands/companies to invest in sustainable packaging’, by demographics, October 2011
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- Figure 58: Agreement with statements ‘The government should do more to reduce packaging waste’ and ‘I prefer clear packaging that allows me to view the product’, by demographics, October 2011
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- Figure 59: Agreement with statements ‘I pay great attention to product information on labels eg price, nutrition etc’ and ‘I sometimes find it hard to tell how much packaging is inside a product’, by demographics, October 2011
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- Figure 60: Agreement with statements ‘I would like to see a wider variety of pack sizes’ and ‘I look out for products with minimal packaging’, by demographics, October 2011
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- Figure 61: Agreement with statements ‘I find it easier to recycle glass than plastic’ and ‘I look out for packaging that is biodegradable’, by demographics, October 2011
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- Figure 62: Agreement with statements ‘I do not care how much packaging food and drink products have’, by demographics, October 2011
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Appendix – Targeting Opportunities
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- Figure 63: Target groups, by demographics, October 2011
- Figure 64: Factors influencing choice of food and drink packaging, by target groups, October 2011
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- Figure 65: Labelling factors consumers look for before purchasing food items, by target groups, October 2011
- Figure 66: Agreement with statements on alcoholic drink packaging, by target groups, October 2011
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- Figure 67: Agreement with statements on food and drink packaging, by target groups, October 2011
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