Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- New packaging a growing share of product launches
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- Figure 1: Non-alcoholic beverage launches, by launch type, 2013-18*
- Claim game is getting intense
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- Figure 2: Non-alcoholic beverage launches, by type of claim, 2013-18*
- Consumers have high expectations for beverage labeling
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- Figure 3: Label communication, for those 18-34 and parents, April 2018
- The opportunities
- Packaging can influence many of the top factors driving purchase
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- Figure 4: Important factors for beverage choice, April 2018
- Packaging innovation in format and design can motivate higher spending
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- Figure 5: Impact of packaging format/design, for 18-34-year-olds and parents, April 2018
- Interest is high in unique packaging, diverse formats, waste reduction
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- Figure 6: Attitudes towards beverage packaging, for 18-34-year-olds and parents, April 2018
- What it means
The Market – What You Need to Know
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- Product launch growth in chilled, RTD
- Claims show shift to BFY options
- Traditional supermarkets top channel
- Taste, cost and health are key factors driving purchase
Market Factors
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- Labeling legislation change is opportunity for rethinking packaging
- Juice introductions come on strong
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- Figure 7: Share of non-alcoholic beverage launches, by category, 2013-18*
- Chilled storage launches grow, show trend towards fresh BFY drinks
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- Figure 8: Non-alcoholic beverage launches, by storage type, 2013-18*
- Natural, ethical, eco-friendly and “free-from” claims on the rise
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- Figure 9: Non-alcoholic beverage launches, by claim, 2013-18*
- Traditional supermarkets and mass merchandisers are leading channels
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- Figure 10: Shopping channel – Beverage purchase, April 2018
- Majority of drink purchases on non-refrigerated aisles
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- Figure 11: Store sections shopped – Drink purchase, April 2018
- Taste, cost and health are top three factors driving purchase
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- Figure 12: Important factors in beverage purchase, April 2018
Key Players – What You Need to Know
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- New packaging integral to growing share of product launches
- Limited editions, special promotions, and recipes featured on packaging
- Growth in private label packaging, across range of categories
- Cans – especially slimline – used for growing share of new products
- Glass bottles popular in BFY and premium packaging
- Customization and artistic promotion
- Inspiration from alcoholic beverages
What’s Working?
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- New packaging is integral feature to growing share of product launches
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- Figure 13: Non-alcoholic beverage launches, by launch type, 2013-18*
- Streamlined looks
- Designs with tighter focus on a key feature
- Repackaging brings familiar brands and beverages to new sizes and formats
- Co-branding and promotional activity
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- Figure 14: Do More with 7UP – Taco Tuesday, 2018
- Private label offerings offer premium packaging and quality products
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- Figure 15: Non-alcoholic beverage launches, for branded and private label 2013-18*
- Cans grow in popularity for new product launches
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- Figure 16: Non-alcoholic beverage launches, by packaging type, 2013-18*
- Slimline cans stand out as fast-growing format
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- Figure 17: Non-alcoholic beverage launches, by slimline can, 2013-18*
- Retro bottles, labels in premium and health-focused lines
- Eco-friendly and ethical brand positioning
What’s Struggling?
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- Challenges to PET bottles, with declining usage in new product launches
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- Figure 18: Non-alcoholic beverage launches, by packaging material, 2013-18*
- Cartons/pouches used in fewer new launches, but have growth potential
What’s Next?
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- More opportunities for personalization, artistry and social advocacy
- Coke’s personalized bottles embody customization trend warranting development
- Packaging to share and promote arts
- Sprite’s Cold Lyric series affirms brand association with hip-hop culture
- Alcoholic beverage category points the way with packaging innovations
- Inspiring, unique design innovation seen in wine and beer labels
- Secondary packaging can be used as drink coolers
- Thermochromic ink has potential for practical, playful packaging
- Innovative eye-catching bottle shapes seen in global marketplace
- Reclosable aluminium bottles may expand use of metal further
The Consumer – What You Need to Know
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- Demographic factors shape where consumers buy their drinks
- Younger consumers drink “on the go,” care more about packaging
- Majority prioritize expiration date, ingredients and calories
- See-through packs associated with quality, health and trust
- Packaging can propel purchase, but failure drives avoidance
- About a third are interested in unique packaging, waste reduction
Where Consumers Purchase Drinks
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- Younger shoppers favor mass merchandisers, convenience stores
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- Figure 19: Retail channel used – Drink purchase, by age, April 2018
- Older shoppers buy from shelf, younger ones from refrigerated cases
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- Figure 20: Store sections shopped – Drink purchase, by age, April 2018
- Supermarkets and club stores favored by more-affluent shoppers
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- Figure 21: Retail channel used – Drink purchase, by household income, April 2018
- Least affluent often buy on the go via refrigerated cases at checkout
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- Figure 22: Store sections shopped – Drink purchase, by household income, April 2018
- Parents shop widely at mass merchandisers and online retailers
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- Figure 23: Retail channel used – Drink purchase, by parental status, April 2018
- Parents shop for drinks throughout the store
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- Figure 24: Store sections shopped – Drink purchase, by parental status, April 2018
- Those prioritizing BFY qualities over-index for natural grocery stores
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- Figure 25: Retail channel used – Drink purchase, for those who prioritize BFY drink factors, April 2018
- Shoppers of BFY drinks find them in store perimeter, refrigerated cases
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- Figure 26: Store sections shopped – Drink purchase, for those who prioritize BFY drink factors, April 2018
Important Factors to Beverage Purchase
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- Younger consumers drink “on the go,” care more about packaging
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- Figure 27: Important factors in beverage purchase, by age, April 2018
- Women more likely than men to seek healthy and all natural beverages
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- Figure 28: Important factors in beverage purchase, by gender, April 2018
- Income shapes importance given to cost, health and brand
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- Figure 29: Important factors in beverage purchase, by age, April 2018
- Being able to drink “on the go” is key for parents
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- Figure 30: Important factors in beverage purchase, by age, April 2018
- Asians interested in fresh, healthy ingredients
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- Figure 31: Important factors in beverage purchase, by race, April 2018
- Weight given to cost, convenience and packaging vary with retailer choice
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- Figure 32: Important factors in beverage purchase, by retailer, April 2018
- Natural grocery store shoppers value factors beyond taste and cost
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- Figure 33: Important factors in beverage purchase, for natural grocery store shoppers, April 2018
Label Communication
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- Expiration date, ingredients and calories are top of mind
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- Figure 34: Label communication, April 2018
- Women more attentive to a range of factors, especially health related
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- Figure 35: Label communication, by gender, April 2018
- Calories and sugar of greater concern as users age
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- Figure 36: Label communication, by age, April 2018
- Parents are attentive to functional benefits and vitamins
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- Figure 37: Label communication, by parental status, April 2018
- Expiration date is especially important among those who buy large formats
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- Figure 38: Label communication on expiration date, by factors prioritized in beverage choice, April 2018
- Organic and eco-friendly shoppers expect more from labels
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- Figure 39: Label communication, for organic shoppers and environmentally responsible shoppers, April 2018
- Shoppers motivated by packaging value brand story, claims and benefits
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- Figure 40: Label communication, for those who place primacy on packaging, April 2018
Ingredient Depictions On-pack
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- Correspondence analysis
- See-through packs associated with quality and trust
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- Figure 41: Correspondence analysis – Perception of drink label attributes, April 2018
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- Figure 42: Perceptions of drink label attributes, April 2018
- Younger consumers and parents find range of packaging more appealing
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- Figure 43: Perception of drink label attributes – Without image of ingredients, by age, April 2018
- Figure 44: Perception of drink label attributes – Without image of ingredients, by parental status, April 2018
- Consumers under 44 seek visual cues
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- Figure 45: Perception of drink label attributes – For different types of packaging, for 18-44-year-olds, April 2018
- See-through bottles and photos engage parents, non-parents alike
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- Figure 46: Perception of drink label attributes – Photo of ingredients, by age, April 2018
Impact of Packaging Format/Design
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- Packaging can propel purchase, but packaging failure drives avoidance
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- Figure 47: Impact of packaging format/design, April 2018
- Packaging more likely to shape purchase among those 18-34
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- Figure 48: Impact of packaging format/design, by Age, April 2018
- Packaging can have significant influence on parent purchases
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- Figure 49: Impact of packaging format/design, by parental status, April 2018
Attitudes and Behaviors towards Packaging
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- About a third are interested in unique packaging, waste reduction
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- Figure 50: Attitudes towards beverage packaging, April 2018
- Younger consumers more engaged by unique packaging, different sizes
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- Figure 51: Attitudes towards beverage packaging, by age, April 2018
- Less-affluent consumers seek unique packaging, smaller formats
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- Figure 52: Attitudes towards beverage packaging, by household income, April 2018
- Parents buy larger formats and are motived by unique packaging
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- Figure 53: Attitudes towards beverage packaging, by parental status, April 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Methodology – Correspondence analysis
- Abbreviations and terms
- Abbreviations
- Terms
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