Table of Contents
Executive Summary
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- More beverage packages made from plastic, aluminum
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- Figure 1: Beverage launches by package material - Jan 2010 - Dec 2014
- Environmentally friendly packaging consistently a leading beverage claim
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- Figure 2: Top five claims on US beverage introductions, 2010-14
- Sustainability's role in beverage package choice
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- Figure 3: Labeling on beverages – Any agree, by generations, October 2014
- Preferences for recycling cross generations
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- Figure 4: Important features for beverages – Any important, by generations, October 2014
- Health claims resonate with younger consumers
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- Figure 5: Labeling on beverages – Any agree, by generations, October 2014
- On-pack health claims factor strongly in parental beverage choices
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- Figure 6: Labeling on beverages – Any agree, by presence of children in household, October 2014
- Clear potential for see-through packaging
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- Figure 7: Important features for beverages – Any important, by generations, October 2014
- Parents seeking single-serve, on-the-go options
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- Figure 8: Important features for beverages – Any important, by presence of children in household, October 2014
- Hispanic consumers demanding healthy beverages
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- Figure 9: Labeling on beverages – Any agree, by race/Hispanic origin, October 2014
- What we think
Issues and Insights
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- Bio-based packaging could be the next stage of sustainability
- Issues
- Insights
- Opportunity in QR communications
- Issue
- Insight
- Ever-evolving claims
- Issues
- Insight
Trend Application
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- Trend: Minimize Me
- Trend: Secret, Secret
- Trend: Access All Areas
Market Drivers
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- Key points
- Recovering DPI fuels beverage sales
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- Figure 10: Real disposable personal income, Jan 2007-Nov 2014
- Stricter rules for beverage claims and, potentially, GMOs
- Obesity continues to weigh on consumers
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- Figure 11: American adults, by weight category, as determined by body mass index (BMI), 2008-May 2014
Category Performance – Beverage Launches
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- Key points
- Beverage introductions dip 11% in 2014
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- Figure 12: Total beverage introductions, % change, by year, 2010-14
- Aluminum options nearly match plastic introductions
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- Figure 13: Top 5 US alcoholic beverage introductions (%), by package material, 2010-14
- Kosher, environmentally friendly packaging top label claims for beverage introductions
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- Figure 14: Top US beverage introductions (%), by claim, 2010-14
Innovations and Innovators
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- Packaging as art
- Cause packaging expands
- Sports, entertainment connect with beverage consumers
Marketing Strategies
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- Coke goes unique – And sustainable
- Absolut aims for the art
Consumer Section – Beverage Packaging Preferences
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- Key points
- Easy-open packages weigh prominently among almost two thirds of all consumers
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- Figure 15: Important features for beverages – Any important, by generations, October 2014
- Personalized packaging resonates much more strongly with Millennials
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- Figure 16: Price-resilient features, by generations, October 2014
- Higher income levels more likely to prefer glass beverage packages
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- Figure 17: Preferred packaging for beverages, by household income, October 2014
The Consumer – Beverage Packaging for Households with Children
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- Key points
- Value sizes resonate with three-quarters of households with children
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- Figure 18: Important features for beverages – Any important, by presence of children in household, October 2014
- Half of parents seek single-serve options
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- Figure 19: Important features for beverages – Any important, by presence of children in household, October 2014
- Just less than half of consumers associate plastic with on-the-go
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- Figure 20: Perceptions of beverage packaging, by presence of children in household, October 2014
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- Figure 21: Perceptions of beverage packaging, by presence of children in household, October 2014 (continued)
Consumer Section – Packaging and the Environment
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- Key points
- More than half of consumers seek recyclable beverage packaging
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- Figure 22: Important features for beverages – Any important, by generations, October 2014
- Two thirds of Millennials wish more beverage packaging was biodegradable
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- Figure 23: Labeling on beverages – Any agree, by generations, October 2014
- Plastic leads package preferences
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- Figure 24: Preferred packaging for beverages, by generations, October 2014
Consumer Section – Beverage Health Claims
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- Key points
- Almost two thirds of younger consumers consider health claims
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- Figure 25: Labeling on beverages – Any agree, by generations, October 2014
- Health claims resonate with three in five households with children
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- Figure 26: Labeling on beverages – Any agree, by presence of children in household, October 2014
- Higher-income households more likely to pay attention to beverage health claims
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- Figure 27: Labeling on beverages – Any agree, by household income, October 2014
Race and Hispanic Origin
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- Key points
- 71% of Hispanics seek a see-through package
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- Figure 28: Important features for beverages – Any important, by race/Hispanic origin, October 2014
- Figure 29: Important features for beverages – Any unimportant, by race/Hispanic origin, October 2014
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- Figure 30: Preferred packaging for beverages, by race/Hispanic origin, October 2014
- Beverage health claims resonate with nearly two thirds of Hispanics
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- Figure 31: Labeling on beverages – Any agree, by race/Hispanic origin, October 2014
- More than a third of Hispanics accept aseptic package options
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- Figure 32: Perceptions of beverage packaging, by race/Hispanic origin, October 2014
- Beverage pack design falls short with Hispanics
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- Figure 33: Price-resilient features, by race/Hispanic origin, October 2014
- Figure 34: Labeling on beverages – Any agree, by race/Hispanic origin, October 2014
Appendix – Other Useful Consumer Tables
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- Important beverage packaging features
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- Figure 35: Important features for beverages, October 2014
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- Figure 36: Important features for beverages – Any important, by gender, October 2014
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- Figure 37: Important features for beverages – Any important, by region, October 2014
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- Figure 38: Important features for beverages – Any important, by area, October 2014
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- Figure 39: Important features for beverages – Any important, by household income, October 2014
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- Figure 40: Important features for beverages – Any unimportant, by gender, October 2014
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- Figure 41: Important features for beverages – Any unimportant, by generations, October 2014
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- Figure 42: Important features for beverages – Any unimportant, by region, October 2014
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- Figure 43: Important features for beverages – Any unimportant, by area, October 2014
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- Figure 44: Important features for beverages – Any unimportant, by household income, October 2014
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- Figure 45: Important features for beverages – Any unimportant, by presence of children in household, October 2014
- Preferred packaging forms
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- Figure 46: Preferred packaging for beverages, by gender, October 2014
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- Figure 47: Preferred packaging for beverages, by region, October 2014
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- Figure 48: Preferred packaging for beverages, by area, October 2014
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- Figure 49: Preferred packaging for beverages, by presence of children in household, October 2014
- Demands for beverage packaging
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- Figure 50: Price-resilient features, by gender, October 2014
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- Figure 51: Price-resilient features, by region, October 2014
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- Figure 52: Price-resilient features, by area, October 2014
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- Figure 53: Price-resilient features, by household income, October 2014
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- Figure 54: Price-resilient features, by presence of children in household, October 2014
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- Figure 55: Preferred packaging for beverages, by price-resilient features, October 2014
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- Figure 56: Preferred packaging for beverages, by price-resilient features, October 2014 (continued)
- Beverage package opinions
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- Figure 57: Perceptions of beverage packaging, October 2014
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- Figure 58: Perceptions of beverage packaging, by gender, October 2014
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- Figure 59: Perceptions of beverage packaging, by generations, October 2014
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- Figure 60: Perceptions of beverage packaging, by race/Hispanic origin, October 2014
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- Figure 61: Perceptions of beverage packaging, by region, October 2014
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- Figure 62: Perceptions of beverage packaging, by area, October 2014
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- Figure 63: Perceptions of beverage packaging, by household income, October 2014
- Opinions on beverage labelling
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- Figure 64: Labeling on beverages, October 2014
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- Figure 65: Labeling on beverages – Any agree, by gender, October 2014
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- Figure 66: Labeling on beverages – Any agree, by region, October 2014
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- Figure 67: Labeling on beverages – Any agree, by area, October 2014
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- Figure 68: Labeling on beverages – Any agree, by presence of children in household, October 2014
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- Figure 69: Preferred packaging for beverages, by labeling on beverages – Any agree, October 2014
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- Figure 70: Preferred packaging for beverages, by labeling on beverages – Any agree, October 2014 (continued)
Appendix – Trade Associations
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- The Aluminum Association Inc.
- American Beverage Association
- The American Sustainable Business Council
- Carton Council
- Flexible Packaging Association
- National Association for PET Container Resources
- Institute of Food Technologists (IFT) – Food Packaging Group
- Institute of Packaging Professionals (IoPP)
- International Council of Beverages Associations (ICBA)
- International Society of Beverage Technologists
- Sustainable Packaging Coalition (SPC)
- World Packaging Organisation
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