Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- After a recessionary dip, beverage launches on the upswing
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- Figure 1: U.S. beverage launches, 2007-12
- Alcoholic beverage launches fueling industry introductions
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- Figure 2: U.S. beverage launches, by category, January-December 2007, 2009, and 2012
- Glass outshines competition as leading primary package material
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- Figure 3: U.S. beverage launches, by material, January-December 2007, 2009, and 2012
- Market factors
- Obesity rates remain stagnant, requiring more proactive packaging designs
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- Figure 4: American adults, by weight category, as determined by BMI, 2008-12
- More ergonomic, user-friendly designs needed to address arthritic consumers
- Interactive packaging likely to increase with the rise of smartphones
- Consumers are slightly more opinionated about recycling than actually active
- The consumer
- All generations look for health, nutrition information on packaging
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- Figure 5: Personal attitudes toward packaging, by generation, November 2012
- Price remains a top priority, but some can be swayed by design, functionality
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- Figure 6: Important attributes influencing non-alcoholic beverage purchases, November 2012
- Women over index compared to men on priority of green initiatives
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- Figure 7: Attitudes and opinions about the environment, by gender, April 2011-June 2012
- Consumers most likely to associate packaging materials as recyclable, portable
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- Figure 8: Attitudes toward non-alcoholic beverage packaging materials, November 2012
- Glass also takes top spot in alcoholic beverage category
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- Figure 9: Purchase of alcoholic beverage packaging types, November 2012
- Alcoholic beverage brand more important than other product, packaging attributes
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- Figure 10: Important attributes influencing alcoholic beverage purchases, November 2012
- What we think
Issues in the Market
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- What aspects of beverage packaging are most important to shoppers?
- Is price still king for recession-shocked consumers?
- Who is benefiting from environmentally friendly packaging, really?
- What came first: the product or the package?
- What are the most effective on-package online prompts?
Insights and Opportunities
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- Portion control, nutrition information for obesity
- Packaging that provides caloric activity equivalents
- Ergonomic packaging for elderly, arthritic patients
- Premium still has an audience—of one?
- Encourage recycling through programs, product partnerships
- QR codes give easy access to company information, programs
Trend Applications
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- Trend: Hungry Planet
- Trend: Objectify
- 2015 Trend: Old Gold
Market Drivers
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- Key points
- Disposable personal income on the increase, could boost purchases
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- Figure 11: Real disposable personal income, January 2007-November 2012
- Proactive packaging required as obesity weighs heavily on U.S.
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- Figure 12: American adults, by weight category, as determined by BMI, 2008-12
- Prevalence of arthritis will drive need for more ergonomic designs
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- Figure 13: U.S. population aged 18 or older, by age, 2008, 2013, 2018
- Dominance of smartphones could lead to more demand for interactivity
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- Figure 14: Cell phone ownership, by age, August 2011-March 2012
- Figure 15: Features used on cell phone in last 30 days, by age, August 2011-March 2012
- Showing need for improvement, just more than half of Americans recycle
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- Figure 16: Any household recycling, by packaging type, April 2007-June 2012
- Figure 17: attitudes and opinions toward packaging and recycling, April 2007-June 2012
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- Figure 18: Any household recycling, by age, April 2011-June 2012
- Figure 19: Any household recycling, April 2011-June 2012
Category Performance—Beverage Launches
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- Key points
- Alcohol innovation fuels upswing in launches, use of glass
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- Figure 20: Total U.S. beverage introductions, by year, 2007-12
- Figure 21: Total U.S. beverage launches, by category, 2007, 2009, and 2012
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- Figure 22: Total U.S. beverage launches, by package material, 2007, 2009, and 2012
- Wine, beer dominates glass introductions in 2012
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- Figure 23: U.S. beverage introductions packaged in glass (colored and plain), by category, 2012
- Figure 24: U.S. alcoholic beverage introductions in glass (colored and plain), by subcategory, 2012
- Plastic favored in 2012 by juice, beverage concentrates, water
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- Figure 25: U.S. beverage introductions packaged in plastic (all types), by category, 2012
- Figure 26: U.S. beverage introductions in plastic packaging, by plastic material type, 2012
- Aluminum a key choice for beer, soft drinks; hot drinks opt for steel
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- Figure 27: U.S. beverage introductions packaged in metal (aluminum and steel), by category, 2012
- Hot beverages lead flexible, paper-based package introductions in 2012
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- Figure 28: U.S. beverage introductions packaged in foil or metallized film, by subcategory, 2012
- Figure 29: U.S. beverage introductions in paper-based packaging, by subcategory, 2012
- Figure 30: U.S. beverage introductions in paper-based packaging, by packaging material type, 2012
- Multipacks often opt for paper-based cartons
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- Figure 31: U.S. beverage introductions, by secondary packaging type, 2012
- Figure 32: U.S. beverage introductions, by secondary packaging material, 2012
Innovations and Innovators
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- Resealable innovations refresh brands
- Advancements in aluminum provide new, but familiar billboards
- Creative, literal shapes help drinks stand apart
- Consumer-activated packaging advances the idea of ‘fresh’
- Pouches morph from kids only to adult-friendly beverages
- Designs that are ahead—or purposefully behind—the times, trends
- Global innovations offer importable insights
Marketing Strategies
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- Brand analysis: Mountain Dew
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- Figure 33: Mountain Dew, television ad, 2012
- Figure 34: Mountain Dew, television ad, 2012
- Brand analysis: Coors Light
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- Figure 35: Coors Light, television ad, 2012
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- Figure 36: Coors Light, television ad, 2012
- Brand analysis: Dasani
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- Figure 37: Dasani, television ad, 2012
- Brand analysis: Folgers instant coffee
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- Figure 38: Folgers, television ad, 2012
Attitudes and Behaviors Toward Beverage Packaging
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- Key points
- Health, nutrition tops packaging priorities among shoppers
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- Figure 39: Personal attitudes toward packaging, by grocery shopping responsibilities, November 2012
- Baby Boomers more concerned about health, environment than design
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- Figure 40: Personal attitudes toward packaging, by generation, November 2012
- Functionality, sustainability important to consumers of all ages
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- Figure 41: Attitudes toward functionality and sustainability of beverage packaging, by age, November 2012
- Most consumers are able to locate pertinent information on packaging
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- Figure 42: Attitudes and behaviors toward beverage package labeling, by age, November 2012
- QR codes, online links preferred by young consumers, Hispanics
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- Figure 43: Attitudes and behaviors toward beverage packaging, by age, November 2012
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- Figure 44: Attitudes and behaviors toward beverage packaging, by race/Hispanic origin, November 2012
- Packaging featuring celebrities appeals to men aged 18-34, minorities
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- Figure 45: Attitudes toward packaging featuring celebrities, by gender and age, November 2012
- Figure 46: Attitudes toward packaging featuring celebrities, by race/Hispanic origin, November 2012
- Women respond well to green initiatives, younger men skeptical
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- Figure 47: Attitudes and opinions about the environment, by gender, April 2011-June 2012
- Figure 48: Attitudes and opinions about the environment, by gender and age, April 2011-June 2012
- Recycling rates among blacks show room for improvement
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- Figure 49: Attitudes, opinions, and interests, by race/Hispanic origin, April 2011-June 2012
- Figure 50: Any household recycling net, by race/Hispanic origin, April 2011-June 2012
Important Attributes of Packaging Materials
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- Key points
- Recyclable, portable most common attributes of primary materials
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- Figure 51: Attitudes toward non-alcoholic beverage packaging materials, November 2012
- Glass
- Women 55+ give glass the highest marks, show preference compared to plastic
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- Figure 52: Attitudes toward glass non-alcoholic beverage packaging, by gender and age, November 2012
- Higher income consumers have higher opinion about glass packaging
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- Figure 53: Attitudes toward glass non-alcoholic beverage packaging, by household income, November 2012
- Plastic
- Portable, value top terms associated with plastic beverage packaging
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- Figure 54: Attitudes toward plastic non-alcoholic beverage packaging, by gender and age, November 2012
- Plastic more likely to be viewed as traditional, quality by lower income consumers
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- Figure 55: Attitudes toward plastic non-alcoholic packaging, by household income, November 2012
- Black, Hispanic consumers attribute positive qualities to plastic
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- Figure 56: Attitudes toward plastic non-alcoholic packaging, by race/Hispanic origin, November 2012
- Aluminum
- Mature consumers see aluminum’s green appeal
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- Figure 57: Attitudes toward aluminum non-alcoholic packaging, by age, November 2012
- Pouches and other flexible beverage packaging
- Women have highest opinion of flexible packaging
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- Figure 58: Attitudes toward flexible non-alcoholic packaging, by gender and age, November 2012
- Blacks find the silver lining in flexible beverage packaging
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- Figure 59: Attitudes toward flexible non-alcoholic packaging, by race/Hispanic origin, November 2012
- Cartons and aseptic beverage packaging
- Cartons have near universal appeal among age ranges
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- Figure 60: Attitudes toward carton non-alcoholic beverage packaging, by age, November 2012
- Women have more positive views about aseptic compared to men
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- Figure 61: Attitudes toward aseptic non-alcoholic packaging, by gender and age, November 2012
- Black consumers see the value of aseptic packaging beyond portability
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- Figure 62: Attitudes toward aseptic non-alcoholic packaging, by race/Hispanic origin, November 2012
Attributes Influencing Non-Alcoholic Purchases
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- Key points
- Price may be key, but shoppers also care about design, functionality
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- Figure 63: Attributes influencing non-alcoholic purchases, by attitudes toward packaging, November 2012
- Younger consumers looking for products that deliver on all priorities
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- Figure 64: Important attributes influencing non-alcoholic beverage purchases, by age, November 2012
- Healthy, single-serving has age-spanning appeal
- Price concerns Midwesterners, while Westerners care about health, Earth
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- Figure 65: Important attributes influencing non-alcoholic beverage purchases, by region, November 2012
Purchase of Alcoholic Beverage Packaging Types
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- Key points
- Glass outshines competition in alcoholic beverage package options
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- Figure 66: Purchase of alcoholic beverage packaging types, November 2012
- Aluminum has opportunity to grow in imported, craft beer segment
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- Figure 67: Domestic beer purchases, by material, by generation, November 2012
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- Figure 68: Imported beer purchases, by material, by generation, November 2012
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- Figure 69: Craft beer purchase, by material, by generation, November 2012
- Younger consumers relatively open to the range of wine packages
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- Figure 70: Wine purchases, by material, by age, November 2012
- Wine cartons popular across income levels, offering opportunity
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- Figure 71: Wine purchase, by material, by household income, November 2012
- Men aged 21-34 most open to variations in spirits packaging
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- Figure 72: Spirits purchase, by material, by gender and age, November 2012
- Pouches squeeze into ready-to-drink cocktail market
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- Figure 73: Purchases of ready-to-drink cocktails, by materials, by age, November 2012
- Figure 74: Flavored malt beverage purchases, by material, by age, November 2012
Attributes Influencing Alcoholic Purchases
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- Key points
- Alcohol buyers searching for gift sets, recipe or pairing suggestions
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- Figure 75: Purchase of alcoholic packaging types, by attributes influencing purchases, November 2012
- Limited-edition, seasonal, or special release popular across segments
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- Figure 76: Purchase of alcoholic packaging types, by attributes influencing purchases, November 2012
- Appealing design a high priority for high-end, limited-edition alcohol
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- Figure 77: Attributes influencing alcoholic purchases, by attitudes toward packaging, November 2012
- Desire for premium or high-end increases as does income
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- Figure 78: Important attributes influencing alcohol purchases, by household income, November 2012
Special Supplement—Private Label Packaging
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- Key points
- Young men, lower income consumers look for store brands
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- Figure 79: Attributes influencing non-alcoholic purchases, by gender and age, November 2012
- Figure 80: Attributes influencing non-alcoholic purchases, by household income, November 2012
- On-the-go, design important to store brand buyers
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- Figure 81: Attributes influencing store brand purchases, by attitudes toward packaging, November 2012
- Hot beverages, other, juices lead private label launches in 2012
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- Figure 82: U.S. private label beverage introductions, by beverage subcategory, 2012
- Figure 83: U.S. private label beverage introductions, by package material, 2012
- Going beyond the me-too approach, private label goes premium
- Walgreen takes multitier approach with private label revamp
Cluster Analysis
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- Health Inspectors
- Demographics
- Characteristics
- Opportunity
- Form and Function
- Demographics
- Characteristics
- Opportunity
- Status Seekers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 84: Target clusters, November 2012
- Figure 85: Personal attitudes toward packaging, by target clusters, November 2012
- Figure 86: Attitudes and behaviors toward beverage packaging, by target clusters, November 2012
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- Figure 87: Attributes influencing non-alcoholic beverage purchases, by target clusters, November 2012
- Figure 88: Attributes influencing alcoholic beverage purchases, by target clusters, November 2012
- Cluster demographic tables
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- Figure 89: Target cluster, by demographic, November 2012
- Cluster methodology
Correspondence Analysis
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- Methodology
- Primary packaging materials align with specific values
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- Figure 90: Correspondence Analysis, beverage packaging trends, February 2013
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- Figure 91: Attitudes toward non-alcoholic beverage packaging materials, November 2012
Appendix: Other Useful Consumer Tables
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- Attitudes and behaviors toward beverage packaging
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- Figure 92: Grocery shopping responsibilities, by age, November 2012
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- Figure 93: Grocery shopping responsibilities, by generation, November 2012
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- Figure 94: Personal attitudes toward packaging, by gender and age, November 2012
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- Figure 95: Attitudes and behaviors toward beverage packaging, by age, November 2012
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- Figure 96: Attitudes and behaviors toward beverage packaging, by race/Hispanic origin, November 2012
- Important attributes of packaging materials
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- Figure 97: Attitudes toward glass non-alcoholic beverage packaging, by age, November 2012
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- Figure 98: Attitudes toward glass non-alcoholic packaging, by race/Hispanic origin, November 2012
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- Figure 99: Attitudes toward aluminum non-alcoholic packaging, by household income, November 2012
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- Figure 100: Attitudes toward aluminum non-alcoholic packaging, by race/Hispanic origin, November 2012
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- Figure 101: Attitudes toward aluminum non-alcoholic packaging, by generation, November 2012
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- Figure 102: Attitudes toward aseptic non-alcoholic packaging, by household income, November 2012
- Attributes influencing non-alcoholic purchases
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- Figure 103: Attributes influencing non-alcoholic purchases, by gender and age, November 2012
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- Figure 104: Attributes influencing non-alcoholic purchases, by household income, November 2012
- Purchase of alcoholic beverage packaging types
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- Figure 105: Purchase of wine, by material, by gender and age, November 2012
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- Figure 106: Purchase of wine, by material, by generation, November 2012
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- Figure 107: Purchase of spirits, by material, by household income, November 2012
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- Figure 108: Purchase of spirits, by material, by generation, November 2012
- Attributes influencing alcoholic beverage purchases
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- Figure 109: Attributes influencing alcoholic purchases, by generation, November 2012
Appendix: Trade Associations
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