Table of Contents
Executive Summary
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- Overview
- The market
- New food product packaging increases over last five years
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- Figure 1: Food product introductions, by launch type, 2009-14*
- The consumer
- Men choose products based on practical packaging
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- Figure 2: Behaviors related to food product packaging, top five, March 2014
- Fresh, resealable packaging most important to shoppers
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- Figure 3: Any importance of food packaging features, top five, March 2014
- Natural, reduced claims top-of-mind when purchasing food
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- Figure 4: Claims considered when buying food products, top five, March 2014
- Opportunity to boost premium, energy-efficient claims
- Functional packaging features are most influential
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- Figure 5: Packaging attributes influencing purchase, top five, March 2014
- Most important for packaging to communicate nutrition, sustainability
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- Figure 6: Agreement with attitudes toward food packaging, top five, March 2014
- What we think
Issues and Insights
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- What packaging factors have the most impact on purchase?
- Issues
- Insight: Multiuse packaging has the most influence
- How can manufacturers alleviate consumer packaging concerns?
- Issues
- Insight: Offer information about product materials, claims, and manufacturing
- How can packaging help products differentiate themselves?
- Issues
- Insight: Encourage shoppers to try before they buy
Trend Applications
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- Trend: Prove It
- Trend: Without a Care
- Trend: Minimize Me
Category Performance
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- Key points
- Snacks, bakery most product introductions in past year
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- Figure 7: Food product introductions, by category, 2009-14*
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- Figure 8: Food product introductions, by launch type, 2009-14*
- Paper, flexible materials on the rise
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- Figure 9: Food product introductions, by package material, 2009-14*
- Flexible pouches grow most over last five years
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- Figure 10: Food product introductions, by package type, top 10, 2009-14*
Innovations and Innovators
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- Allergen-related product claims continue to increase
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- Figure 11: Food product introductions, by claims, top 10, 2009-14*
- Increase in private label food products
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- Figure 12: Food product introductions, by private label, top 10, 2009-14*
- Product relaunches with transparent packaging
- Packaged for on the go
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- Figure 13: Kellogg’s website, 2014
- Illustrating freshness
Marketing Strategies
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- Overview of the brand landscape
- Theme: Transparency, Simplicity, and Naturalness
- Beech-Nut
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- Figure 14: Beech-Nut Just Pineapple, Pear & Avocado, commercial, June 2014
- KIND Bars
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- Figure 15: KIND Bars, website, June 2014
- Figure 16: Be-KIND Plus Dark Chocolate cherry cashew + vitamins A, C, E, April 2014
- Figure 17: Quaker Real Medleys cherry pistachio multigrain fruit and nut bar, July 2013
- Theme: Customization and Convenience
- YoCrunch
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- Figure 18: YoCrunch Yogurt, press release photo, June 2014
- Jerk Nation Beef Jerky
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- Figure 19: Jerk Nation Beef Jerky, product description, June 2014
- Figure 20: Jerk Nation Beef Jerky, season ‘n shake revolution, June 2014
- Theme: Eliminating Packaging Waste
- Little Ducks Mighty Oat
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- Figure 21: Little Ducks Organics Mighty Oats, product description, June 2014
- Stonyfield Frozen Yogurt Pearls
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- Figure 22: Stonyfield Frozen Yogurt Pearls, promotional video, June 2014
Behaviors Related to Food Product Packaging
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- Key points
- Men choose products based on practical packaging
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- Figure 23: Behaviors related to food product packaging, by gender, March 2014
- Older shoppers more likely to look for freshness, nutritional information
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- Figure 24: Behaviors related to food product packaging, by age, March 2014
Importance of Food Packaging Features
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- Key points
- Younger shoppers seek functional packaging, multiple serving sizes
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- Figure 25: Any importance of food packaging features, by age, March 2014
- Households with children prioritize family sizes, ease of use
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- Figure 26: Any importance of food packaging features, by presence of children in household, March 2014
Claims Considered When Buying Food Products
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- Key points
- Natural, reduced claims top-of-mind when purchasing food
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- Figure 27: Claims considered when buying food products, by presence of children in household, March 2014
- iGeneration/Millennials more likely to seek natural, organic products
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- Figure 28: Claims considered when buying food products, by generation, March 2014
Attributes Associated with Food Packaging Types
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- Key points
- Opportunity to boost premium, energy-efficient claims
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- Figure 29: Attributes associated with food packaging types, March 2014
- Glass
- Glass viewed as durable, fresh, visually appealing
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- Figure 30: Attributes associated with food packaging types – glass (eg jars or bottles of sauce, pickles), by generation, March 2014
- Plastic
- Plastic packaging associated with portability, freshness
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- Figure 31: Attributes associated with food packaging types – plastic bottle or tray (eg ketchup bottle, frozen meal, plastic tray for muffins or frozen meal), by age, March 2014
- Plastic bags retain freshness
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- Figure 32: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by age, March 2014
- More than half view plastic tubs as reusable, repurposable
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- Figure 33: Attributes associated with food packaging types – plastic tubs (eg sour cream or yogurt tub), by generation, March 2014
- Cardboard
- Cardboard viewed as most recyclable, but less durable, fresh
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- Figure 34: Attributes associated with food packaging types – cardboard (eg cereal box, pancake mix), by age, March 2014
- Metal Cans
- Metal cans are practical but in need of a makeover
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- Figure 35: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by age, March 2014
- Flexible Pouch
- Shoppers view pouches as most modern, portable
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- Figure 36: Honest Kids drink pouch collection program
- Figure 37: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by generation, March 2014
Packaging Attributes Influencing Purchase
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- Key points
- Functional packaging features are most influential
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- Figure 38: Barilla Italian Entrees preparation video, June 2014
- Figure 39: Foster Farms roasted red pepper chicken breast fillets, June 2014
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- Figure 40: Packaging attributes influencing purchase, by generation, March 2014
Attitudes toward Food Packaging
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- Key points
- Most important for packaging to communicate nutrition, sustainability
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- Figure 41: Agreement with attitudes toward food packaging, by age, March 2014
Race and Hispanic Origin
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- Key points
- Hispanics more likely to consider health claims
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- Figure 42: Claims considered when buying food products, by race and Hispanic origin, March 2014
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- Figure 43: Packaging attributes influencing purchase, by race and Hispanic origin, March 2014
- Concerns about packaging safety
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- Figure 44: Agreement with attitudes toward food packaging, by race/Hispanic origin, March 2014
Consumer Segmentation
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- Figure 45: Food Packaging clusters, march, 2014
- Group one: Informed Buyers
- Demographics
- Characteristics
- Opportunity
- Group two: Convenience Connoisseurs
- Demographics
- Characteristics
- Opportunity
- Group three: Skeptical Shoppers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 46: Target clusters, March 2014
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- Figure 47: Behaviors related to food product packaging, by target clusters, March 2014
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- Figure 48: Any importance of food packaging features, by target clusters, March 2014
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- Figure 49: Claims considered when buying food products, by target clusters, March 2014
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- Figure 50: Attributes associated with food packaging types – glass (eg jars or bottles of sauce, pickles), by target clusters, March 2014
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- Figure 51: Attributes associated with food packaging types – plastic bottle or tray (eg ketchup bottle, frozen meal, plastic tray for muffins or frozen meal), by target clusters, March 2014
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- Figure 52: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by target clusters, March 2014
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- Figure 53: Attributes associated with food packaging types – plastic tubs (eg sour cream or yogurt tub), by target cluster, March 2014
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- Figure 54: Attributes associated with food packaging types – cardboard (eg cereal box, pancake mix), by target clusters, March 2014
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- Figure 55: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by target clusters, March 2014
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- Figure 56: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by target clusters, March 2014
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- Figure 57: Packaging attributes influencing purchase, by target clusters, March 2014
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- Figure 58: Agreement with attitudes toward food packaging, by target clusters, March 2014
- Cluster demographic tables
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- Figure 59: Target clusters, by demographic, March 2014
- Cluster methodology
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Correspondence Analysis
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- Methodology
- Opportunity to improve perceptions of traditional package types
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- Figure 60: Correspondence Analysis, March 2014
- Figure 61: Attributes associated with food packaging types, March 2014
Appendix – Other Useful Consumer Tables
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- Figure 62: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by gender, March 2014
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- Figure 63: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by presence of children in household, March 2014
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- Figure 64: Behaviors related to food product packaging, by race and Hispanic origin, March 2014
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- Figure 65: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by race and Hispanic origin, March 2014
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- Figure 66: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by race and Hispanic origin, March 2014
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Appendix – Trade Associations
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