Table of Contents
Executive Summary
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- The issues
- Top categories struggle to grab consumer attention
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- Figure 1: Percent change in sales non-alcoholic drinks, by segment, at current prices, 2014-15
- Rise in claims challenges labeling
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- Figure 2: Non-alcoholic beverage launches, by leading claims, 2011-16*
- The majority of consumers pay attention to packaging elements
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- Figure 3: Beverage packaging statements – Agree, April 2016
- The opportunities
- High quality is second only to good taste as a purchase driver
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- Figure 4: Beverage purchase factors – Any rank, April 2016
- Packaging innovation is a growth area among product launches
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- Figure 5: Non-alcoholic beverage launches, by launch type, 2011-16*
- Chilled, glass, recyclable, clear containers indicate quality
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- Figure 6: Indicators of quality – Any rank, April 2016
- What it means
The Market – What You Need to Know
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- Top categories struggle to grab consumer attention
- Health concerns remain top-of-mind with consumers
- FDA reveals updated nutrition facts panel
- Majority of consumers open to trying new/different beverages
Market Perspective
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- Top categories struggle to grab consumer attention
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- Figure 7: Non-alcoholic beverage purchase, April 2016
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- Figure 8: Percent change in sales non-alcoholic drinks, by segment, at current prices, 2014-15
- Preference for pack size shifts with age
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- Figure 9: Beverage packaging statements – Agree, April 2016
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- Figure 10: Size and refrigeration preferences – Attitudes toward single-serve, November 2015
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- Figure 11: Size and refrigeration preferences – Attitudes toward single-serve, by age, November 2015
- …as does preference for storage format
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- Figure 12: Size and refrigeration preferences – Refrigeration preferences, by age, November 2015
Market Factors
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- Majority of consumers open to trying new/different beverages
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- Figure 13: Drinking attitudes and behaviors – Preferred beverages, November 2015
- Health concerns remain top of mind with consumers
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- Figure 14: Important to achieve good health – Any top three rank, May 2015
- FDA reveals updated nutrition facts panel
Key Players – What You Need to Know
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- Packaging innovation is a growth area among product launches
- Chilled launches on the rise
- Rise in claims challenges labeling
- Consumers could use a hand in recycling
What’s Working?
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- Packaging innovation is a growth area among product launches
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- Figure 15: Non-alcoholic beverage launches, by launch type, 2011-16*
- Florida’s Natural brings impactful factors to front of pack
- Zico takes focus off of “less”
- Bottles lead and growing
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- Figure 16: Non-alcoholic beverage launches, by leading package type, 2011-16*
- Chilled launches on the rise
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- Figure 17: Non-alcoholic beverage launches, by storage type, 2011-16*
- Plastic PET continues to lead launches
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- Figure 18: Non-alcoholic beverage launches, by leading packaging material, 2011-16*
- Caps lead closure type
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- Figure 19: Non-alcoholic beverage launches, by closure, 2011-16*
What’s Struggling?
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- Rise in claims challenges labeling
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- Figure 20: Non-alcoholic beverage launches, by leading claims, 2011-16*
- Blurring causes confusion
What’s Next?
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- Consumers could use a hand in recycling
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- Figure 21: Statements related to recycling -- Agree, 2011-15
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- Figure 22: “Saltwater Brewery ‘Edible Six Pack Rings,’” online video, May 2016
- Glass containers most likely to be recycled, but all on the rise
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- Figure 23: Types of beverage containers recycled, 2011-16*
- Playing with your drink
- Letting consumers design
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- Figure 24: “Scratchpad Cellars Year Mix 2015,’” online video, January 2016
- Indicators of freshness
- Packaging to change drinking experience
- Getting crafty
The Consumer – What You Need to Know
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- Taste leads purchase decision, followed by high quality, fresh
- The majority of consumers pay attention to packaging elements
- Chilled, glass, recyclable, clear containing indicate quality
- Appealing to personal interest may be in order
Beverage Purchase Factors
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- Taste leads purchase decision, followed by high quality, fresh
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- Figure 25: Beverage purchase factors – Any rank, April 2016
- Younger respondents need indicators beyond “high quality”
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- Figure 26: Beverage purchase factors – Any rank, by generation, April 2016
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- Figure 27: Beverage packaging statements – Agree, by generation, April 2016
- Lower earners prioritize taste, low price
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- Figure 28: Beverage purchase factors – Any rank, by HH income, April 2016
- Hispanics appear willing to pay for attributes of interest
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- Figure 29: Beverage purchase factors – Any rank, by Hispanic origin, April 2016
- High quality appeals to Asian shoppers
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- Figure 30: Beverage purchase factors – Any rank, by race, April 2016
Beverage Packaging Awareness
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- The majority of consumers pay attention to packaging elements
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- Figure 31: Beverage packaging statements – Agree, April 2016
- …and half of consumers spread the word
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- Figure 32: Beverage packaging statements – Agree, April 2016
- Younger consumers claim to pay closer attention to packaging
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- Figure 33: Beverage packaging statements – Agree, by generation, April 2016
- …and are most likely to be vocal about it
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- Figure 34: Beverage packaging statements – Agree, by generation, April 2016
Indicators of Quality
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- Chilled products represent quality
- Consumers ascribe higher quality to sale items over expensive items
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- Figure 35: Indicators of quality – Any rank, April 2016
- Natural ingredients, short ingredients lists indicate quality on-pack
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- Figure 36: Indicators of quality (on-label) – Any rank, April 2016
- Small brands resonate more with younger shoppers
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- Figure 37: Indicators of quality (on-label) – Any rank, by generation, April 2016
Identifying Quality
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- Pair 1 – Juice/juice drinks: Glass packaging implies quality
- The positive role of quality descriptors
- Familiar brands can signify quality to some
- Minimalist design resonates with younger shoppers, might appear sterile to older shoppers
- Pair 2 – RTD coffee: Minimalist design doesn’t resonate as much with older shoppers
- Minimalist design can give the impression of store brand, leave shoppers guessing
- Shoppers still don’t know what to make of cans
- Pair 3 – Bottled water: Eye-catching design can trump glass
- Appealing design can influence younger shoppers
- Glass may be viewed as inconvenient
- Pair 4 – CSDs: Brand familiarity can imply quality, especially among men
- Limited edition packaging implies attention/care
- Glass perceived as safer than metal but, again, less convenient
- Pair 5 – Dairy milk: Imagery, packaging material aids in recognition of organic
- Consumers wary of plastic
Communicating Nutrition
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- Clearly communicating nutrition is essential
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- Figure 38: Beverage packaging statements – Agree, April 2016
- Older consumers are most interested in nutritional information
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- Figure 39: Beverage packaging statements – Agree, by generation, April 2016
Beverage Packaging Statements
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- Appealing to personal interest may be in order
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- Figure 40: Beverage packaging statements – Agree, April 2016
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- Figure 41: Beverage packaging statements – Agree, April 2016
- Millennials are most likely to extend quality to other indications
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- Figure 42: Beverage packaging statements – Agree, by generation, April 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 43: Statements related to recycling – Agree, 2011-15
- Figure 44: Types of beverage containers recycled, 2011-16*
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Appendix – Key Players
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- Figure 45: Non-alcoholic beverage launches, by launch type, 2011-16*
- Figure 46: Non-alcoholic beverage launches, by leading package type, 2011-16*
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- Figure 47: Non-alcoholic beverage launches, by storage type, 2011-16*
- Figure 48: Non-alcoholic beverage launches, by leading packaging material, 2011-16*
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- Figure 49: Non-alcoholic beverage launches, by closure, 2011-16*
- Figure 50: Non-alcoholic beverage launches, by leading claims, 2011-16*
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Appendix – Consumer
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- Figure 51: Statements related to environmentally friendly products and product quality, 2011-15
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