Food Packaging Trends - US - June 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Freshness is most important when shopping for food
Figure 1: Food shopping priorities, April 2018
62% of shoppers say on-pack information is important to choice
Figure 2: Food packaging statements – Information, April 2018
Packaging integrity outweighs design
Figure 3: Impact of packaging format/design, April 2018
The opportunities
74% of food shoppers look for an expiration date on-pack
Figure 4: Label communication, April 2018
35% of consumers say reducing packaging waste is important to them
Figure 5: Food packaging statements – Waste, April 2018
18% of food shoppers are particular about formats when shopping online
Figure 6: Impact of packaging format/design – Online purchase, April 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
73% of grocery shoppers buy their food at traditional supermarkets
Freshness is most important when shopping for food
Chilled launches on the rise
Updates to labeling likely to increase attention to packaging
MARKET FACTORS
73% of grocery shoppers buy their food at traditional supermarkets
Figure 7: Food shopping channel – Food purchase, April 2018
Food shoppers are most likely to shop non-refrigerated aisles, chilled launches grow
Figure 8: Food sections shopped – Food purchase, April 2018
Figure 9: Food launches, by storage type, 2014 and 2018*
Women make up a slightly larger share of grocery shoppers
Figure 10: Share of grocery shopping responsibility, by gender, August 2017
Freshness is most important when shopping for food
Figure 11: Food shopping priorities, April 2018
Women are significantly more likely than men to seek healthy food
Figure 12: Food shopping priorities, by gender, April 2018
Freshness particularly resonates with older shoppers
Figure 13: Food shopping priorities, by age, April 2018
Asian shoppers have an above-average interest in health
Figure 14: Food shopping priorities, by race, April 2018
Food manufacturers should keep snackers in mind
Figure 15: Snacking frequency, March 2017
Updates to labeling legislation likely to increase attention to packaging; provides opportunity for rethinking packaging
Changes to the Nutrition Facts label
GMO disclosures and labeling
KEY PLAYERS – WHAT YOU NEED TO KNOW 
A third of food launches are packaging updates
Pouches remain popular
Environmentally friendly packaging claims decline
Consumers are turned off of products that aren’t clearly definable
WHAT’S WORKING?
A third of food launches are new packaging
Figure 16: Food launches, by launch type, 2014 and 2018*
Pouches remain popular
Figure 17: Food launches, by leading package type, 2014 and 2018*
Figure 18: Food launches, by leading package material, 2014 and 2018*
Figure 19: Food launches, by leading package closure, 2014 and 2018*
Small formats, convenience, and fanciful illustrations find appeal
WHAT’S STRUGGLING?
As on-pack claims rise, environmentally friendly packaging claims decline
Figure 20: Food launches, by top five claims, 2014 and 2018*
Figure 21: Food launches, by leading packaging-related claims, 2014 and 2018*
Consumers are turned off of products that aren’t clearly definable
WHAT’S NEXT?
Highlighting claims
Protecting the product
Allowing customization
THE CONSUMER – WHAT YOU NEED TO KNOW 
Large (bulk) formats are more popular than small (single-size) formats
62% of shoppers say on-pack information is important to choice
74% of food shoppers look for an expiration date on-pack
Packaging integrity outweighs design
35% of consumers say reducing packaging waste is important to them
PACK SIZE
Large (bulk) formats are more popular than small (single-size) formats
Figure 22: Food packaging statements – Size, April 2018
18-24s are more likely than older shoppers to purchase single-serving sizes
Figure 23: Food packaging statements – Size, by age, April 2018
Large formats are particularly important to households with children
Figure 24: Food packaging statements – Size, by presence of children, April 2018
IMPORTANCE OF ON-PACK INFORMATION
62% of shoppers say on-pack information is important to choice
Figure 25: Food packaging statements – Information, April 2018
Men are more likely to think packaging is becoming too cluttered
Figure 26: Food packaging statements – Information, by gender, April 2018
Information on-pack is most important among older shoppers
Figure 27: Food packaging statements – Information, by age, April 2018
LABEL COMMUNICATION
74% of food shoppers look for an expiration date on-pack
Figure 28: Label communication, April 2018
Expiration date, ingredients, calories, and servings resonate with largest share of shoppers
Figure 29: TURF Analysis – Label communication, April 2018
Figure 30: Table - TURF Analysis – Label communication, April 2018
Women are more likely than men to look for specifics
Figure 31: Label communication, by gender, April 2018
Older shoppers pay particular attention to ingredients
Figure 32: Label communication, by age, April 2018
Expiration date is even more important among label readers
Figure 33: Label communication, by agreement with packaging statements (information), April 2018
Expiration date is especially important among those who buy large formats
Figure 34: Label communication, by agreement with packaging statements, April 2018
INGREDIENT DEPICTIONS ON-PACK
Photos of ingredients on-pack score high
Figure 35: Correspondence Analysis – Perception of food label attributes, April 2018
Figure 36: Perception of food label attributes, April 2018
Ingredient photos have a strong association with health among women
Figure 37: Perception of food label attributes – Photo of ingredients, by gender, April 2018
Ingredient photos score well with younger shoppers
Figure 38: Perception of food label attributes – Photo of ingredients, by age, April 2018
IMPACT OF PACKAGING FORMAT/DESIGN
Packaging integrity outweighs design
Figure 39: Impact of packaging format/design, April 2018
Younger shoppers are more invested in packaging
Figure 40: Impact of packaging format/design, by age, April 2018
Lower earners are most likely to turn away from faulty packaging
Figure 41: Impact of packaging format/design, by household income, April 2018
Online
18% of food shoppers are particular about formats when shopping online
Figure 42: Impact of packaging format/design – Online purchase, April 2018
PACKAGING WASTE
35% of consumers say reducing packaging waste is important to them
Figure 43: Food packaging statements – Waste, April 2018
Close to half of natural market shoppers aim for packaging waste reduction
Figure 44: Food packaging statements -- Waste, by food shopping channel, April 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Correspondence analysis methodology
TURF methodology
Abbreviations and terms
Abbreviations