Table of Contents
Executive Summary
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- The issues
- The impact of food labels is waning
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- Figure 1: Shopping behavior, 2008-15
- 19% of grocery shoppers often throw out food that goes bad
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- Figure 2: Statements related to food packaging (waste), by generation group, May 2015
- Nutrition panels influence purchase, but could be more informative
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- Figure 3: Correspondence analysis – Characteristics associated with food packaging communication, May 2015
- The opportunities
- Ingredient transparency is on the rise
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- Figure 4: Food launches, by claim (top 15), 2010-15*
- On-pack messaging should match consumer interest
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- Figure 5: Leading factors influencing food choice (Rank 1-5), by generation group, May 2015
- Links to product source and nutritional information find appeal
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- Figure 6: Food packaging innovation (scannable codes), May 2015
- What it means
The Market – What You Need to Know
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- The impact of food labels is waning
- Proposed food labeling changes may boost relevance
- 19% of grocery shoppers often throw out food that goes bad
Market Perspective
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- The impact of food labels is waning
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- Figure 7: Shopping behavior, 2008-15
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- Figure 8: Statements related to food packaging (influence), by generation group, May 2015
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- Figure 9: Statements related to food packaging (impact), by generation group, May 2015
- Proposed food labeling changes may boost relevance
- Addressing food waste is an opportunity to increase packaging’s impact
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- Figure 10: Statements related to food packaging (waste), by generation group, May 2015
Key Players – What You Need to Know
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- Ingredient transparency is on the rise
- Consumers are increasingly flexible and packaging is following suit
- Bottom may be falling out of all-natural claims
- Convenience shatters the strength of glass
What’s Working?
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- Ingredient transparency
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- Figure 11: Food launches, by claim (top 15), 2010-15*
- Consumers are increasingly flexible and packaging is following suit
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- Figure 12: Food launches, by leading package type as percentage of total launches, 2011 and 2015*
What’s Struggling?
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- Bottom may be falling out of all-natural claims
- Convenience shatters the strength of glass
The Consumer – What You Need to Know
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- On-pack messaging should match consumer interest
- Ingredients top the list of information sought, but descriptors help
- Nutrition panels influence purchase, certifications are trustworthy
- Links to product source and nutritional information find appeal
Factors Influencing Food Choice
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- On-pack messaging would do well to match consumer interest
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- Figure 13: Leading factors influencing food choice (Rank 1-5), by generation group, May 2015
- Safety, weight loss, and local sourcing are of particular appeal to Hispanics
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- Figure 14: Leading factors influencing food choice (Rank 1-5), by Hispanic Origin, May 2015
Information Sought on Package
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- Ingredients top the list of information sought
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- Figure 15: Leading information sought (rank 1-5), by generation group, May 2015
- Expiration date/brand important to price conscious
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- Figure 16: Leading information sought (rank 1-5), by motivation (rank 1-3), May 2015
Opinions toward Forms of Packaging Communication
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- Nutrition panels influence purchase, certifications are trustworthy
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- Figure 17: Correspondence analysis – Characteristics associated with food packaging communication, May 2015
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- Figure 18: Characteristics associated with food packaging communication, May 2015
- Appealing to the next generation will come from simple, clear messaging
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- Figure 19: Statements related to food packaging (clutter), by generation group, May 2015
- Nutrition facts don’t resonate with younger shoppers
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- Figure 20: Characteristics associated with food packaging communication – Nutrition facts panel, by generation group April 2015
- Brand story finds greater appeal among younger shoppers
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- Figure 21: Characteristics associated with food packaging communication – Brand/product history, by generation group April 2015
Determining Food Freshness
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- Packaging plays a role in freshness perception for younger shoppers
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- Figure 22: Determining food freshness, by generation group, May 2015
- See-through packaging resonates with key consumers on multiple measures
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- Figure 23: related to food packaging, by Hispanic origin, May 2015
Interest in Packaging Innovation
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- Links to product source and nutritional information find appeal
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- Figure 24: Food packaging innovation (scannable codes), May 2015
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- Figure 25: Usage of scannable codes or links to additional information about the product source – CHAID – Tree output, May 2015
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- Figure 26: Usage of food packaging scannable code or links – CHAID – Table output, May 2015
- Immediate use coupons find strongest appeal, but consumers will wait
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- Figure 27: Food packaging innovation (coupons), May 2015
- Functional packaging carries strong appeal
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- Figure 28: Food packaging innovation (function), May 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Correspondence map methodology
- CHAID methodology
- Abbreviations and terms
- Abbreviations
Appendix – Key Players
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- Figure 29: Food launches, by claim (top 15), 2010-15*
- Figure 30: Food launches, by package type, 2010-15*
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- Figure 31: Food launches, by package material, 2010-15*
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Appendix – Consumer
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- Figure 32: Shopping behavior, 2009-15
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- Figure 33: Watching your diet, 2009-15
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