Table of Contents
Executive Summary
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- The issues
- The importance of packaging is clear, just not to consumers
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- Figure 1: Top three factors important in food/drink purchase, March 2019
- Changes in shopping and eating habits usher in packaging updates
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- Figure 2: Share of food launches, by pack type, 2015-19
- Plastic leads food launches, concerns
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- Figure 3: Share of food launches, by packaging material, 2015-19
- The opportunities
- Assuring (and conveying) freshness will be key to resonating with shoppers
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- Figure 4: Packaging elements that impact product choice, March 2019
- Brands must take the lead on sustainability to stand apart from the pack, save the world
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- Figure 5: Environmental responsibility, March 2019
- The future of packaging is minimal
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- Figure 6: Sustainability habits, March 2019
- What it means
The Market – What You Need to Know
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- New packaging leads food launch type
- Snack popularity necessitates packaging updates
- Online shopping requires/drives packaging innovation
- Concern for the environment trails behind other causes
Market Breakdown
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- New packaging leads food launch type
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- Figure 7: Share of food launches, by launch type, 2015-19*
- Snacks lead new packaging launches
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- Figure 8: Share of new packaging food launches, by category, 2015-19
- Snack packaging redesign puts a focus on ingredients
- Plugging into portability
Market Factors
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- Snackers can’t stop, won’t stop
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- Figure 9: Snacking frequency, January 2015 and November 2018
- eCommerce grocery shopping will be a game changer
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- Figure 10: Approach to grocery shopping by category, February 2019
- Food waste and the environment are hungry for more action
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- Figure 11: Consumer donation and support of causes, net donation and support, April 2018
- FDA initiatives will require packaging updates
Key Players – What You Need to Know
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- Pouches continue to grow; prepared meals increase tray activity
- Plastic leads food launches, consumer concerns
- Consumers take to whimsy
- The future of packaging is minimal
What’s Working?
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- Pouches continue to grow; prepared meals increase tray launches
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- Figure 12: Share of food launches, by pack type, 2015-19
- Plastic leads food launches, consumer concerns
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- Figure 13: Share of food launches, by packaging material, 2015-19
- Whimsy for the win
What’s Struggling?
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- Environmental packaging claims are moving in the wrong direction
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- Figure 14: Share of food launches, by packaging related claims, 2015-19
- See-through not always seen as appealing
What’s Next?
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- Visual times require more visual representations
- Connected packaging
- Brands need to take the lead on sustainability
The Consumer – What You Need to Know
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- The importance of packaging is clear, just not to consumers
- Consumers look to packaging for freshness
- Metal and plastic tubs occupy a middle ground of functionality
- Packaging occupies important role in meat purchases
- Consumers aren’t prioritizing environmental responsibility
- Consumers want to be rewarded for sustainability
Important Factors in Food and Drink Choice
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- Consumers don’t recognize the importance of packaging, but value its features
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- Figure 15: Top three factors important in food/drink purchase, March 2019
Important Packaging Elements
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- Figure 16: Packaging elements that impact product choice, March 2019
- Portability is important to young consumers
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- Figure 17: Packaging elements that impact product choice, by age, March 2019
- Pairing freshness with recyclability can boost product interest
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- Figure 18: TURF Analysis – Packaging elements that impact product choice, March 2019
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- Figure 19: Table - TURF Analysis – Packaging elements that impact product choice, March 2019
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Perceptions of Food Packaging Formats
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- Utilitarian metal and plastic tubs need a makeover
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- Figure 20: Correspondence Analysis – Symmetrical map – Perceptions of food packaging formats, March 2019
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- Figure 21: Perceptions of food packaging formats, March 2019
Importance of Packaging by Food Category
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- Packaging has strongest impact on meat purchases
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- Figure 22: Importance of packaging across food categories, March 2019
Sustainability Habits
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- Consumers aren’t prioritizing environmental responsibility
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- Figure 23: Food packaging statements - frequency, March 2019
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- Figure 24: Food packaging statements - frequency, by age, March 2019
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- Figure 25: Food packaging statements – HH income, March 2019
- Brands will need to step up their focus on sustainability
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- Figure 26: Sustainability habits, March 2019
- Women are strong targets for reusing packaging
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- Figure 27: Sustainability habits - current, by gender, March 2019
- Only half of young consumers are recycling
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- Figure 28: Sustainability habits, by age, March 2019
- Food packaging gets recycled more than beverage and household products
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- Figure 29: Food packaging statements – what you’re recycling, March 2019
Sustainability Concepts of Interest
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- Consumers want to be rewarded for sustainability
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- Figure 30: Sustainability concepts of interest, March 2019
- Young consumers are more interested in sustainable packaging
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- Figure 31: Sustainability concepts of interest, by age, March 2019
- More than half of consumers are interested in loop programs
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- Figure 32: Loop program interest, March 2019
- Younger consumers are particularly interested in loop programs
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- Figure 33: Loop program interest, by age, March 2019
Sustainability Education
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- Brands could boost their on-pack sustainability communication
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- Figure 34: Sustainability education, March 2019
- On-pack is important information source for sustainability shoppers
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- Figure 35: Sustainability education - sustainability, March 2019
- Social media is key in communicating sustainability to young shoppers
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- Figure 36: Sustainability education, by age, March 2019
Environmental Responsibility
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- Only half of consumers claim responsibility for environmental friendliness
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- Figure 37: Environmental responsibility, March 2019
- Personal responsibility even lower among younger respondents
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- Figure 38: Environmental responsibility, by age, March 2019
- Low income HHs least likely to claim personal responsibility
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- Figure 39: Environmental responsibility, by HH income, March 2019
- Respondents limited by time may feel guilty
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- Figure 40: Environmental responsibility, by barriers to sustainability, March 2019
Sustainability Statements
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- Sustainability has closer ties with planet than with personal health
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- Figure 41: Food packaging statements - motivation, March 2019
- Packaging not strongly linked with environmental responsibility
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- Figure 42: Food packaging statements - sustainability, March 2019
Barriers to Sustainability
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- Cost is the strongest barrier to sustainability
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- Figure 43: Barriers to sustainability, March 2019
Food and Drink Shopper Segmentation
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- Figure 44: Food/drink shopper segmentation, February 2019
- Quality Seekers (34%)
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- Figure 45: Profile of Quality Seekers, February 2019
- Adventure Eaters (34%)
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- Figure 46: Profile of Adventure Eaters, February 2019
- Time Savers (17%)
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- Figure 47: Profile of Time Savers, February 2019
- Value Chasers (15%)
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- Figure 48: Value Chasers, February 2019
- Implications of food/drink consumer segments on food packaging
- Freshness assurance is a win for Time Savers
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- Figure 49: Packaging elements that impact product choice, by food and drink consumer segmentation, March 2019
- Quality Seekers are harsh critics of premium packaging cues
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- Figure 50: Perceptions of food packaging formats - premium, by food and drink consumer segmentation, March 2019
- A third of Adventure Eaters choose products with minimal packaging
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- Figure 51: Sustainability habits – currently do, by food and drink consumer segmentation, March 2019
- Cost informs priorities of Value Chasers
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- Figure 52: Barriers to sustainability, food and drink consumer segmentation March 2019
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Correspondence analysis methodology
- Abbreviations and terms
- Abbreviations
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