Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of food storage products, at current prices, 2007-17
- Market factors
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- Figure 2: Median household income, in inflation-adjusted dollars, 2001-11
- Market segmentation
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- Figure 3: Total U.S. retail sales of food storage products, by segment, at current prices, 2010 and 2012
- Retail channels
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- Figure 4: Total U.S. retail share of food storage products, by channel, at current prices, 2010 and 2012
- Leading companies
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- Figure 5: FDMx share of food storage, by leading companies, 2012
- The consumer
- Usage widespread for most common food storage products
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- Figure 6: Household usage of food storage products/containers, October 2012
- Price and value shopping the norm in food storage
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- Figure 7: Food storage product economizing shopping behaviors, by household income, October 2012
- Variety of important criteria points to diverse opportunities in food storage containers
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- Figure 8: Food storage container purchase decision criteria, very important, October 2012
- Attitudes toward food preparation and storage
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- Figure 9: Attitudes toward food preparation and storage, agree strongly, October 2012
- What we think
Issues in the Market
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- How is the state of Americans’ cooking skills impacting the food storage market?
- What role could sustainability play in food storage purchase decisions?
- What functional product attributes are most important to food storage shoppers and offer opportunities for continued product improvements?
Insights and Opportunities
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- Breaking out of the food storage aisle
- Moving food storage to the perimeter
- Aligning the aisle by specialized function
- One size doesn’t necessarily fit all
Trend Applications
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- Trend: Slow It All Down
- Trend: Hungry Planet
- 2015 Trend: Brand Intervention
Market Size and Forecast
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- Key points
- Slow growth category still has room for innovation
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- Figure 10: Total U.S. retail sales and forecast of food storage products, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of food storage products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. retail sales and fan chart forecast of food storage products, at current prices, 2007-17
Market Drivers
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- Lower-income consumers continue to economize
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- Figure 13: Food storage product economizing shopping behaviors, by household income, October 2012
- Median household income remains weak
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- Figure 14: Median household income, in inflation-adjusted dollars, 2001-11
- Consumer confidence strengthens, but still fragile
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- Figure 15: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
- Rising food prices could put a premium on food storage
Competitive Context
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- Private label continues to gain ground
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- Figure 16: Private label share of food storage product dollar sales at FDMx, by segment, 2007-12
- Substantial store brand volume could be target for “basic” brands
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- Figure 17: Private label share of food storage product volume sales at FDMx, by segment, 2007-12
- Updated and consolidated private label branding
- Food storage faces competition from food product packaging
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- Figure 18: Number of food product launches with resealable packaging, by product category, 2007-12
- Figure 19: Percentage of food product launches with resealable packaging in major food product categories, 2007-12
- Reusable food packaging increasingly common
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- Figure 20: Reuse of plastic food containers and glass jars, October 2012
Segment Performance
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- Key points
- Modest gains in the category’s three largest segments
- Segment competition may limit category growth
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- Figure 21: Total U.S. retail sales of food storage products, by segment, at current prices, 2010 and 2012
Segment Performance - Food Storage Bags
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- Key points
- Sales fluctuate but remain positive
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- Figure 22: Total U.S. retail sales and forecast of food storage bags, at current prices, 2007-17
Segment Performance - Food Storage Containers
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- Key points
- Flat sales overall, but opportunities for innovation
- Private label gains may have slowed segment growth
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- Figure 23: Total U.S. retail sales and forecast of storage containers*, at current prices, 2007-17
Segment Performance - Aluminum Foil
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- Key points
- Aluminum foil sales lose momentum
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- Figure 24: Total U.S. retail sales and forecast of aluminum foil, at current prices, 2007-17
Segment Performance - Plastic Wrap
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- Key points
- While sales have steadied, real growth will require significant innovation
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- Figure 25: Total U.S. retail sales and forecast of plastic wrap, at current prices, 2007-17
Segment Performance - Wax Paper
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- Key points
- Home baking and parchment paper drive segment sales growth
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- Figure 26: Total U.S. retail sales and forecast of wax paper, at current prices, 2007-17
Retail Channels
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- Key points
- Other channels gain at supermarkets’ expense
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- Figure 27: Total U.S. retail sales of food storage products, by channel, at current prices, 2010-12
- Figure 28: Food storage product shopping behaviors, by household income, October 2012
Retail Channels - Supermarkets
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- Key points
- Share slips, but synergy with perimeter could be opportunity for growth
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- Figure 29: U.S. supermarket sales of food storage products, at current prices, 2007-12
Retail Channels - Other Channels
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- Key points
- Other channels grab greater share
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- Figure 30: U.S. sales of food storage products in other retail channels, at current prices, 2007-12
Leading Companies
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- Key points
- Rank Group combines Reynolds and Hefty for top spot in category
- SC Johnson and Ziploc steady in number two slot
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- Figure 31: FDMx sales and share of food storage, by leading companies, 2011 and 2012
Brand Share - Plastic Food Bags
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- Key points
- Ziploc solidifies its lead among national brands
- Store brands generate volume sales by addressing basic storage needs
- Manufacturer sales of plastic food bags
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- Figure 32: FDMx sales and share of plastic food bags, by leading companies and brands, 2011 and 2012
Brand Share - Food Storage Containers
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- Key points
- Glass gains interest and market share by offering in-the-kitchen flexibility
- Plastic yields increasingly specialized to-go food storage
- Private label pauses after several years of gains
- Manufacturer sales of food storage containers
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- Figure 33: FDMx sales and share of storage containers*, by leading companies and brands, 2011 and 2012
Brand Share - Aluminum Foil
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- Key points
- Reynolds Wrap product line geared to fend off commoditization
- Cold storage opportunity
- Manufacturer sales of aluminum foil
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- Figure 34: FDMx sales and share of aluminum foil, by leading companies and brands, 2011 and 2012
Brand Share - Plastic Wrap
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- Key points
- Glad strengthens its lead in weak segment
- Manufacturer sales of plastic wrap
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- Figure 35: FDMx sales and share of plastic wrap, by leading companies and brands, 2011 and 2012
Brand Share - Wax Paper
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- Key points
- Reynolds wax paper and parchment paper have segment covered
- Manufacturer sales of wax paper
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- Figure 36: FDMx sales and share of plastic wrap, by leading companies and brands, 2011 and 2012
Marketing Strategies
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- Ziploc presents Perfect Portions as breakthrough in freezer storage
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- Figure 37: Ziploc “Perfect portions—wrecking ball” TV ad, 2012
- Ziploc promotes the broader benefits of food storage
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- Figure 38: Ziploc “Ziplogic” TV ad, 2012
- Hefty focuses more narrowly on sealing strength
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- Figure 39: Hefty “Strongest Man in the World” TV ad, 2012
- Reynolds Wrap helps consumers create “meal magic”
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- Figure 40: Reynolds Wrap “Meal Magic” TV ad, 2012
- Reynolds promotes parchment for holiday baking
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- Figure 41: Reynolds Wrap “Parchment” TV ad, 2012
- Rubbermaid emphasizes organization
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- Figure 42: Rubbermaid “EasyFind Lids” TV ad, 2011
Social Media
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- Key points
- Key social media metrics
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- Figure 43: Key brand metrics, food storage brands, December 2012
- Market overview
- Brand usage and awareness
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- Figure 44: Usage and awareness of selected food storage brands, October 2012
- Interaction with brands
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- Figure 45: Interaction with brands, October 2012
- Motivations for interacting with brands
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- Figure 46: Why people interact with food storage brands, by brand, October 2012
- Online conversations
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- Figure 47: Percentage of consumer conversation by selected food storage brands, Sept. 14-Dec. 14, 2012
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- Figure 48: Online mentions, selected food storage brands, by day, Sept. 14-Dec. 14, 2012
- Where are people talking about food storage brands?
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- Figure 49: Mentions by page type, selected food storage brands, Sept. 14-Dec. 14, 2012
- What are people talking about?
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- Figure 50: Mentions by type of conversation, selected food storage brands, Sept. 14-Dec. 14, 2012
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- Figure 51: Major areas of discussion surrounding food storage brands, Sept. 14-Dec. 14, 2012
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- Figure 52: Major areas of discussion surrounding food storage brands, by page type, Sept. 14-Dec. 14, 2012
- Brand analysis
- Ziploc
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- Figure 53: Ziploc, key social media indicators, December 2012
- Key online campaigns
- What we think
- Glad
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- Figure 54: GLAD, key social media indicators, December 2012
- Key online campaigns
- What we think
- Reynolds
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- Figure 55: Reynolds, key social media indicators, December 2012
- Key online campaigns
- What we think
- Rubbermaid
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- Figure 56: Rubbermaid, key social media indicators, December 2012
- Key online campaigns
- What we think
- Hefty
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- Figure 57: Hefty, Key social media indicators, December 2012
- Key online campaigns
- What we think
- Sterilite
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- Figure 58: Sterilite, key social media indicators, December 2012
- Key online campaigns
- What we think
Innovation and Innovators
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- Overview
- Rubbermaid LunchBlox makes lunch to go modular
- Glad To Go integrates separate condiment containers
- Tight seals
- Glad LockWare competes with Ziploc Twist ‘N Loc
- Snapware’s leak-proof line faces new competition from Hefty Clip Fresh
- Environmentally friendly
- Seasonal design themes a mainstay of category
- Reusable sandwich bags appeal to eco-consciousness and design sense
Household Usage of Food Storage Products/Containers
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- Key points
- Usage widespread for most common food storage products
- Reuse of food packaging as food storage somewhat less widespread
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- Figure 59: Household usage of food storage products/containers, by household income, October 2012
- Usage of most types of food storage a little higher in larger households
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- Figure 60: Household usage of food storage products/containers, by household size, October 2012
Attitudes Toward Food Preparation and Storage
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- Key points
- Economizing a key benefit for food storage
- Opportunity to emphasize practicality and time savings
- Facilitating fresh and healthy eating
- Eco-friendly opportunity may be as much about behavior as products
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- Figure 61: Attitudes toward food preparation and storage, October 2012
- Women more likely to see the value of food storage products in meal prep
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- Figure 62: Attitudes toward food preparation and storage, by gender and age, October 2012
- Bigger households perceive food storage value in a variety of ways
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- Figure 63: Attitudes toward food preparation and storage, by household size, October 2012
Shopping for Food Storage Products
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- Key points
- Women more likely to be primary shoppers, but men may be gaining ground
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- Figure 64: Shopping responsibility for food storage products, by gender and age, October 2012
- Price and value shopping the norm in food storage
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- Figure 65: Food storage product shopping behaviors, by gender and age, October 2012
- Value a key shopping driver in larger households
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- Figure 66: Food storage product shopping behaviors, by household size, October 2012
Food Storage Container Purchase Decision Criteria
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- Key points
- Variety of important criteria points to diverse marketing opportunities
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- Figure 67: Food storage container purchase decision criteria, October 2012
- Flexibility, size, ease of storage particularly important in larger households
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- Figure 68: Food storage container purchase decision criteria, by household size, October 2012
Interest in Food Storage Product Features
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- Value-added products with untapped potential might benefit from retail marketing
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- Figure 69: Interest in food storage product features, October 2012
Impact of Race and Hispanic Origin
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- Key points
- Hispanics less likely than other groups to use food storage products
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- Figure 70: Household usage of food storage products/containers, by race/Hispanic origin, October 2012
- Blacks and Hispanics driven by price but still brand conscious
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- Figure 71: Food storage product shopping behaviors, by race/Hispanic origin, October 2012
- Blacks especially likely to place importance on storage product attributes
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- Figure 72: Food storage container purchase decision criteria, by race/Hispanic origin, October 2012
- Blacks especially likely to value practical benefits of food storage
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- Figure 73: Attitudes toward food preparation and storage, by race/Hispanic origin, October 2012
Cluster Analysis
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- Figure 74: Target clusters, October 2012
- Disengageds
- Demographics
- Characteristics
- Opportunity
- Price Choppers
- Demographics
- Characteristics
- Opportunity
- Eco Interesteds
- Demographics
- Characteristics
- Opportunity
- Active Economizers
- Demographics
- Characteristics
- Opportunity
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- Figure 75: Household usage of food storage products/containers, by target clusters, October 2012
- Figure 76: Food storage product shopping behaviors, by target clusters, October 2012
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- Figure 77: Food storage container purchase decision criteria, by target clusters, October 2012
- Figure 78: Interest in food storage product features, by target clusters, October 2012
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- Figure 79: Attitudes toward food preparation and storage, by target clusters, October 2012
- Cluster demographic tables
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- Figure 80: Target clusters, by demographic, October 2012
- Cluster methodology
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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
- Brand map
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- Figure 81: Brand map, selected brands of sandwich/freezer/food storage bags buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of sandwich/freezer/food storage bags, by household penetration, 52 weeks ending June 24, 2012
Custom Consumer Groups
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- Overview
- Parents of older kids use a wider variety of storage products
- Parents of younger kids more likely to reuse plastic and glass food containers
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- Figure 83: Household usage of food storage products/containers, by parents with children and age, October 2012
- The parents of young kids value versatility in food storage
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- Figure 84: Food storage container purchase decision criteria, by parents with children and age, October 2012
- Young parents both eco-conscious and budget conscious
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- Figure 85: Attitudes toward food preparation and storage, by parents with children and age, October 2012
Appendix - Other Useful Tables
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- Figure 86: Household usage of food storage products/containers, by presence of children in household, October 2012
- Figure 87: Shopping responsibility for food storage products, by gender and age, October 2012
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- Figure 88: Food storage container purchase decision criteria, by presence of children in household, October 2012
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Appendix - Social Media
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- Figure 89: Usage and awareness of the Ziploc brand, by demographics, October 2012
- Figure 90: Usage and awareness of the Hefty brand, by demographics, October 2012
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- Figure 91: Usage and awareness of the Glad brand, by demographics, October 2012
- Figure 92: Usage and awareness of the Rubbermaid brand, by demographics, October 2012
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- Figure 93: Usage and awareness of the Reynolds brand, by demographics, October 2012
- Figure 94: Usage and awareness of the Sterilite Brand, by Demographics, October 2012
- Interaction with brands
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- Figure 95: Interaction with the Ziploc brand, by demographics, October 2012
- Figure 96: Interaction with the Glad brand, by demographics, October 2012
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- Figure 97: Interaction with the Hefty brand, by demographics, October 2012
- Figure 98: Interaction with the Reynolds brand, by demographics, October 2012
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- Figure 99: Interaction with the Rubbermaid brand, by demographics, October 2012
- Figure 100: Interaction with the Sterilite brand, by demographics, October 2012
- Motivations for interacting with brands
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- Figure 101: Reason for interaction with the Glad brand, October 2012
- Figure 102: Reason for interaction with the Hefty brand, October 2012
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- Figure 103: Reason for interaction with the Reynolds brand, October 2012
- Figure 104: Reason for interaction with the Rubbermaid brand, October 2012
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- Figure 105: Reason for interaction with the Ziploc brand, October 2012
- Figure 106: Reason for interaction with the Sterilite brand, October 2012
- Online conversations
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- Figure 107: Percentage of consumer conversation, by food storage brands, Sept. 14-Dec. 14, 2012
- Figure 108: Online mentions, by food storage brands, by day, Sept. 14-Dec. 14, 2012
- Figure 109: Mentions by page type, selected food storage brands, Sept. 14-Dec. 14, 2012
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- Figure 110: Online mentions, by selected food storage brands, by type of conversation, Sept. 14-Dec. 14, 2012
- Figure 111: Major areas of discussion surrounding food storage brands, by day, Sept. 14-Dec. 14, 2012
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- Figure 112: Major areas of discussion surrounding food storage brands, by type of website, Sept. 14-Dec. 14, 2012
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Appendix—Trade Associations
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