Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of food storage and trash bag products, at current prices, 2009-19
- Market factors
- Consumers still want to save money on functional household products
- New research on BPA-free plastic products could impact food storage brands
- Segment performance
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- Figure 2: Total US retail sales and forecast of food storage and trash bag products, by segment, at current prices, 2011-16
- Market players
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- Figure 3: Share of MULO sales of food storage and trash bag products, by leading companies, 2014
- The consumer
- Food storage products and trash bags enjoy a high incidence of household use
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- Figure 4: Product usage, October 2014
- Brands should focus on expanding food storage product usage occasions
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- Figure 5: Reasons for using food storage products, October 2014
- Consumers value functional attributes when selecting both food storage and trash bag products
- Consumers willing to pay more for food storage and trash bag products with added functional benefits
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- Figure 6: Interest in new products, October 2014
- What we think
Issues and Insights
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- How can brands grow sales in a competitive market?
- The issues
- The implications
- How can food storage brands increase consumers’ use of food storage products?
- The issues
- The implications
- What can brands do to address consumers’ plastic safety concerns?
- The issues
- The implications
Trend Application
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- Trend: Help Me Help Myself
- Trend: Life Hacking
- Trend: Factory Fear
Market Size and Forecast
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- Key points
- Sales and forecast of food storage and trash bag products
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- Figure 7: Total US retail sales and forecast of food storage and trash bag products, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of food storage and trash bag products, at inflation-adjusted prices, 2009-19
- Steady growth expected for food storage and trash bag market
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- Figure 9: Total US retail sales and fan chart forecast of food storage and trash bag products, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Consumer confidence has improved but consumers still want to save
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- Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Total population growth will continue to help the market
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- Figure 11: Population, by age, 2009-19
- New research on BPA-free plastic products could impact market
Competitive Context
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- Reusable food covers continue to act as source of competition
- Reusable plastic bags compete with smaller trash bags
Segment Performance
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- Key points
- Food storage and trash bag sales by segment
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- Figure 12: Segment share of total US retail sales of food storage and trash bag products, 2014
- Trash bags make up top segment in the category
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- Figure 13: Total US retail sales and forecast of trash bags, at current prices, 2009-19
- Food storage container sales expected to grow in the coming years
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- Figure 14: Total US retail sales and forecast of food storage containers, at current prices, 2009-19
- Plastic food bags segment posts solid sales gains but brands struggling
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- Figure 15: Total US retail sales and forecast of plastic food bags, at current prices, 2009-19
- Aluminum foil sales are flat
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- Figure 16: Total US retail sales and forecast of aluminum foil, at current prices, 2009-19
- Plastic wrap showing signs of struggle
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- Figure 17: Total US retail sales and forecast of plastic wrap, at current prices, 2009-19
- Wax paper small but growing segment
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- Figure 18: Total US retail sales and forecast of waxed paper, at current prices, 2009-19
Retail Channels
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- Key points
- “Other MULO channels” account for majority of food storage and trash bag sales
- Sales of food storage and trash bag products, by channel
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- Figure 19: Total US retail sales of food storage and trash bag products, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Retailers account for largest share of MULO category sales
- MULO manufacturer sales of food storage and trash bag products
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- Figure 20: MULO sales of food storage and trash bags, by leading companies, 2013 and 2014
Brand Share – Trash Bags
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- Key points
- Retailers combined lead the MULO trash bag segment
- MULO sales of trash bags
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- Figure 21: MULO sales of trash bags, by leading companies, 2013 and 2014
Brand Share – Food Storage Containers
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- Key points
- Sterilite and Newell Rubbermaid top players
- SC Johnson and Clorox struggle while the Rank Group posts solid gains
- MULO sales of food storage containers
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- Figure 22: MULO sales of food storage containers, by leading companies, 2013 and 2014
Brand Share – Plastic Food Bags
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- Key points
- Retailers very strong in MULO plastic food storage bags segment
- MULO sales of plastic food bags
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- Figure 23: MULO sales of plastic food bags, by leading companies, 2013 and 2014
Brand Share – Aluminum Foil
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- Key points
- Reynolds Wrap and private label continue to drive sales of aluminum foil
- MULO sales of aluminum foil
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- Figure 24: MULO sales of aluminum foil, by leading companies, 2013 and 2014
Brand Share – Plastic Wrap
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- Key points
- Clorox and retailers lead MULO plastic wrap segment
- MULO sales of plastic wrap
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- Figure 25: MULO sales of plastic wrap, by leading companies, 2013 and 2014
Brand Share – Wax Paper
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- Key points
- Reynolds top brand in MULO wax paper segment
- MULO sales of wax paper
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- Figure 26: MULO sales of wax paper, by leading companies, 2013 and 2014
Innovations and Innovators
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- Retailers continue to be aggressive with private label product launches
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- Figure 27: Share of branded and private label food storage and trash bag launches, 2009-14
- Odor control top trend in trash bags
Marketing Strategies
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- Overview
- Food storage
- Ziploc “Little Beasts” Campaign
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- Figure 28: Ziploc Little Beasts Series: Late for School
- Glad “Reasons to Believe in Magic (Wrap)” Campaign
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- Figure 29: Glad Press’n Seal Reasons to Believe in Magic Wrap Tip #33
- Trash bags:
- Glad Black Bag TrashCrashers
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- Figure 30: Glad Black Bag TrashCrashers: Fashion Forward
- Hefty “The Ultimate Garbage Men” Campaign
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- Figure 31: The Ultimate Garbage Men: Hefty Ultimate Ad
Product Usage
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- Key points
- Food storage and trash bag products used in most households
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- Figure 32: Product usage, October 2014
- Brands could work to increase younger consumers’ use of certain products
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- Figure 33: Product usage, by age, October 2014
Reasons for Using Food Storage Products
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- Key points
- Brands should highlight other uses for food storage products
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- Figure 34: Reasons for using food storage products, October 2014
- Older consumers not as likely to be using products to take food on-the-go
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- Figure 35: Reasons for using food storage products, by gender and age, October 2014
Top Food Storage Product Attributes
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- Key points
- Tight seal, effectiveness of keeping food fresh, and durability top attributes
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- Figure 36: Most important attributes when selecting food storage products – very important, October 2014
- Glass containers can deliver on several attributes younger women value
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- Figure 37: Most important attributes when selecting food storage products – Very important, by gender and age, October 2014
- Larger households place more importance on “convenience” attributes
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- Figure 38: Most important attributes when selecting food storage products – Very important, by household size, October 2014
Attitudes Concerning Food Storage Products
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- Key points
- Consumers’ attitudes don’t necessarily align with product usage behaviors
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- Figure 39: Attitudes concerning food storage products, October 2014
- Brands could help improve younger consumers’ confidence in the kitchen
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- Figure 40: Attitudes concerning food storage products, by gender and age, October 2014
- Presence of children impacts perceptions of plastic safety
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- Figure 41: Attitudes concerning food storage products, by presence of children in household, October 2014
Top Trash Bag Product Attributes
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- Key points
- Product function of utmost important to trash bag users
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- Figure 42: Most important attributes when selecting trash bags – very important, October 2014
- Younger consumers value trash bags that combat odor
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- Figure 43: Most important attributes when selecting trash bags – Very important, by gender and age, October 2014
New Product Opportunities
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- Key points
- Consumers interested in and willing to pay more for enhanced functional benefits
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- Figure 44: Insignia After Opening Freshness Timer Intelligent Labels
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- Figure 45: Interest in new products, October 2014
- Younger consumers interested in variety of enhanced functional benefits
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- Figure 46: Interest in new products – Interested in buying and would be willing to pay more for, by gender and age, October 2014
- Larger households more willing to pay for enhanced functional benefits
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- Figure 47: Interest in new products – Interested in buying and would be willing to pay more for, by household size, October 2014
Impact of Race and Hispanic Origin
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- Key points
- Leftovers not as important to Hispanics
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- Figure 48: Product usage, by race/Hispanic origin, October 2014
- Hispanics and Blacks place more important on secondary product attributes
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- Figure 49: Most important attributes when selecting food storage products – Very important, by race/Hispanic origin, October 2014
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- Figure 50: Most important attributes when selecting trash bags – Very important, by race/Hispanic origin, October 2014
- Hispanics and Blacks willing to pay more for added functional benefits
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- Figure 51: Interest in new products – Interested in buying and would be willing to pay more for, by race/Hispanic origin, October 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 52: Total US retail sales of food storage and trash bag products, by segment, at current prices, 2012-14
- Retail channels
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- Figure 53: Total US retail sales of food storage and trash bag products, by channel, at current prices, 2012-14
Appendix – Other Useful Consumer Tables
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- Product usage
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- Figure 54: Product usage, by household income, October 2014
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- Figure 55: Product usage, by household size, October 2014
- Brand usage
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- Figure 56: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household income, April 2013-June 2014
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- Figure 57: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household size, April 2013-June 2014
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- Figure 61: Brands of disposable food storage containers used in household, by household size, April 2013-June 2014
- Reasons for using food storage products
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- Figure 62: Reasons for using food storage products, by gender and age, October 2014
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- Figure 63: Reasons for using food storage products, by household income, October 2014
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- Figure 64: Reasons for using food storage products, by presence of children in household, October 2014
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- Figure 65: Reasons for using food storage products, by household size, October 2014
- Top food storage product attributes
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- Figure 66: Most important attributes when selecting food storage products, October 2014
- Attitudes concerning food storage products
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- Figure 67: Attitudes concerning food storage products, by household size, October 2014
- Top trash bag attributes
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- Figure 68: Most important attributes when selecting trash bags, October 2014
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- Figure 69: Most important attributes when selecting trash bags – Very important, by household size, October 2014
- New product opportunities
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- Figure 70: Interest in new products, October 2014
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- Figure 71: Interest in new products – Interested in buying and would be willing to pay more for, by presence of children in household, October 2014
- Impact of race and Hispanic origin
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- Figure 72: Reasons for using food storage products, by race/Hispanic origin, October 2014
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- Figure 73: Attitudes concerning food storage products, by race/Hispanic origin, October 2014
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- Figure 74: Brands of plastic/paper/parchment kitchen and food wrap used in household, by race/Hispanic origin, April 2013-June 2014
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- Figure 75: Brands of aluminum foil used in household, by race/Hispanic origin, April 2013-June 2014
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- Figure 76: Brands of disposable food storage containers used in household, by race/Hispanic origin, April 2013-June 2014
Appendix – Trade Associations
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- Academy of Nutrition and Dietetics
- Film and Bag Federation (FBF)
- Food Marketing Institute
- Refrigerated Foods Association (RFA)
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