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Food Storage - US - April 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market at a glance
Consolidation grows with Pactiv acquisition
Special sounds, special purpose products, and smaller packages among 2010 innovations
Green marketing claims are under higher scrutiny
Durability and good value are top characteristics consumers look for in both food storage containers and wraps
Differences in usage based on race/ethnicity and culture
INSIGHTS AND OPPORTUNITIES
Rising food prices discourage waste and create opportunity for storage
Figure 1: Changes in Food Price Indexes, 2008-11
Lessons in food packaging
Rising oil prices likely to affect prices, consumer spending, and choices
Figure 2: Short-term energy outlook, price summary, 2009-12
Educating consumers about properly storing food
INSPIRE INSIGHTS
Inspire Trend: Brand Review
MARKET SIZE AND FORECAST
Key points
Sales follow economic trends
Figure 3: FDMx sales and forecast of food storage products, at current prices, 2005-15
Figure 4: FDMx sales and forecast of food storage products, at inflation-adjusted* prices, 2005-15
Fan-chart forecast
Figure 5: FDMx sales and fan forecast of food storage products, at current prices, 2005-15
Walmart sales
MARKET DRIVERS
More food in resealable/reusable packaging creates less frequent food storage purchases
Figure 6: Number of resealable food products introduced 2005-10
Figure 7: Change in FDMx unit sales of food storage products, 2005-10
Unemployment and recession make consumers more cost conscious
Figure 8: Average annual unemployment rate of the civilian noninstitutional population, 2003-10
Figure 9: Recession-related shifts in food storage product usage, January 2011
Number of households
Figure 10: U.S. households, 2000-10
Households with kids
Figure 11: Frequency of usage of food storage products, by presence of children, July 2009-September 2010
Figure 12: Households by presence of children, 1999-2009
COMPETITIVE CONTEXT
Key points
Two-horse race—single brand versus private label
Figure 13: Private label as a share of FDMx sales, 2007-10
Reuse and recycling becoming more common and hampering sales of disposable products
Competition from non-FDMx channels
BPA changes may drive sales of BPA-free products and could benefit from a push to replace products in home
SEGMENT PERFORMANCE
Key points
Pain extends across product types
Figure 14: FDMx sales of food storage products, by type, 2008 and 2010
SEGMENT PERFORMANCE—PLASTIC FOOD BAGS
Key points
Sales and forecast of plastic food bags
Figure 15: FDMx sales and forecast of plastic food bags, 2005-15
SEGMENT PERFORMANCE—FOOD STORAGE CONTAINERS
Key points
Sales and forecast of food storage containers*
Figure 16: FDMx sales and forecast of storage containers*, 2005-15
SEGMENT PERFORMANCE—ALUMINUM FOIL
Key points
Sales and forecast of aluminum foil
Figure 17: FDMx sales and forecast of aluminum foil, 2005-15
SEGMENT PERFORMANCE—PLASTIC WRAP
Key points
Sales and forecast of plastic wrap
Figure 18: FDMx sales and forecast of plastic wrap, 2005-15
SEGMENT PERFORMANCE—WAXED PAPER
Key point
Sales and forecast of waxed paper
Figure 19: FDMx sales and forecast of waxed paper, 2005-15
RETAIL CHANNELS
Key points
Dollar store sales eating into FDMx sales
Sales of food storage products, by channel
Figure 20: FDMx sales of food storage products, by channel, 2008 and 2010
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarket/food stores’ sales of food storage products
Individual chains see very different results
Figure 21: Supermarket/food stores’ sales of food storage products, 2005-10
RETAIL CHANNELS—DRUG AND OTHER FDMX
Key point
Small footprints of drug stores mean few brands
Mass merchandisers continue to increase focus on private label
Drug and other stores’ sales of food storage products
Figure 22: Drug and other FDMx stores’ sales of food storage products, 2005-10
LEADING COMPANIES
Key points
SC Johnson and private label are the big winners
Changes in ownership continue
Figure 23: Manufacturer FDMx sales of storage products in the U.S., 2009 and 2010*
BRAND SHARE—PLASTIC FOOD BAGS
Key points
SC Johnson’s Ziploc brand grows sales even as segment sales decline
Private label takes top spot
Clorox’s Glad brand drops out of top brands and segment becomes more consolidated
Figure 24: Selected FDMx brand sales of plastic food bags, 2009-10*
BRAND SHARE—FOOD STORAGE CONTAINERS
Key points
Private label makes huge strides in the storage containers world
Everyone else loses
Renaissance in canning looks short-lived
Figure 25: Selected FDMx brand sales of food storage containers, 2009-10*
BRAND SHARE—ALUMINUM FOIL
Key points
Reynolds or private label; no other choice
Figure 26: Selected FDMx brand sales of aluminum foil, 2009-10*
BRAND SHARE—PLASTIC WRAP
Key points
Glad controls more than half of FDMx sales of plastic wrap
Figure 27: Selected FDMx brand sales of plastic wrap, 2009-10*
BRAND SHARE—WAX PAPER
Key points
Reynolds increases dominance further
Figure 28: Selected FDMx brand sales of wax paper, 2009-10*
INNOVATIONS AND INNOVATORS
Key points
Foils/wraps new product launches jump in 2010
Figure 29: Number of new product launches, 2005-11
It’s all in the noise
Specialized purposes
Less packaging
Taking innovation from outside food storage
MARKETING STRATEGIES
Key points
 BRAND AND MERCHANDISING STRATEGIES
Caution with green marketing claims
Online initiatives
Ziploc (SC Johnson)
Saran (SC Johnson)
Hefty (Pactiv Corporation)
Rubbermaid (Newell Rubbermaid)
Glad (Clorox Company)
Reynolds (Reynolds Metals)
Tupperware
 OVERVIEW OF TRADITIONAL ADVERTISING
You can count on us
Figure 30: Hefty one zip, one click and you know it’s closed, TV ad, 2009
One of the few to target men
Figure 31: Reynolds Wrap Non-Stick Foil, Man cooks chicken on the grill, TV ad, 2010
When you use Reynolds, what is left inside is a gift
Figure 32: Reynolds Wrap Heavy Duty, Woman lines her pan and puts triangle shape foil around her turkey, TV ad, 2010
Partnering with Food Network
Figure 33: Ziploc Twist ‘N Loc, Foodfix; fresher food; sweet potato vegetable soup, TV ad, 2010
Figure 34: Ziploc (Multi-Products), Food Fix, tips on protecting your resources, TV ad, 2010
The strengths of glass
Figure 35: Glasslock by Snapware, Family puts food in storage containers and then in the cabinet and refrigerator, TV Ad, 2010
HOUSEHOLD USAGE OF FOOD STORAGE PRODUCTS
Key points
Usage by food storage product type in the household
Figure 36: Food storage product usage, by household income, January 2011
Figure 37: Food storage product usage, by presence of children in the household, January 2011
IMPACT OF THE RECESSION ON FOOD STORAGE PRODUCT PURCHASES
Key points
Shifts in food storage product usage
Figure 38: Recession-related shifts in food storage product usage, January 2011
Figure 39: Recession-related shifts in food storage product usage, using more or the same as last year, by age, January 2011
Figure 40: Recession-related shifts in food storage product usage, by household income, January 2011
Shifts in name/private label brand usage
Figure 41: Recession-related shifts in name brand/private label purchases of food storage products, by age, January 2011
USES AND OWNERSHIP OF FOOD STORAGE PRODUCTS
Key points
Consumer usage of food packaging as food storage
Figure 42: Main food uses for and ownership of food storage products, by age, January 2011
Figure 43: Main food uses for and ownership of food storage products, by household income, January 2011
Nonfood uses for food storage products
Figure 44: Nonfood uses for food storage products, by household income, January 2011
IMPORTANT CHARACTERISTICS OF FOOD STORAGE PRODUCTS
Key points
Important characteristics of food storage containers redefine value
Figure 45: Important characteristics of food storage containers, by age, January 2011
Figure 46: Important characteristics of food storage containers, by household income, January 2011
Figure 47: Important characteristics of food storage wraps, by age, January 2011
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Differences in diets create differences in usage of food storage
Figure 48: Food storage product usage, by race/Hispanic origin, January 2011
Figure 49: Recession-related shifts in food storage product usage, using more or the same as last year, by race/Hispanic origin, January 2011
Figure 50: Recession-related shifts in name brand/private label purchases of food storage products, by race/Hispanic origin, January 2011
Figure 51: Main food uses for and ownership of food storage products, by race/Hispanic origin, January 2011
CLUSTER ANALYSIS
Occasionals
Demographics
Characteristics
Wrappers
Demographics
Characteristics
Reusers
Demographics
Characteristics
Cluster characteristics
Cluster demographics
Cluster methodology
CUSTOM CONSUMER GROUPS
Key points
Gender, age, and presence of children hold influence in food storage choices
Figure 62: Food storage product usage, by gender and presence of children in household, January 2011
Figure 63: Main food uses for and ownership of food storage products, by gender and presence of children in household, January 2011
Figure 64: Main food uses for and ownership of food storage products, by gender and age, January 2011
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES: FOOD AND TRASH BAGS
Overview
Consumer insights on key purchase measures—sandwich/freezer/food storage bags
Brand map
Figure 65: Brand map, selected brands of sandwich/freezer/storage bags buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 66: Key purchase measures for the top brands of sandwich/freezer/food storage bags, by household penetration, 2010*
APPENDIX—OTHER USEFUL CONSUMER TABLES
Usage by food storage product type in the household
Figure 67: Food storage product usage, by age, January 2011
Figure 68: Frequency of food storage product usage, January 2011
Figure 69: Aluminum foil household usage, July 2009-September 2010
Figure 70: Plastic wrap household usage, July 2009-September 2010
Figure 71: Plastic freezer/sandwich/storage food bags household usage, July 2009-September 2010
Figure 72: Weekly usage frequency for plastic freezer/sandwich/storage food bags, April 2008-June 2009
Figure 73: Disposable food container household usage, July 2009-September 2010
Shifts in name/private label brand usage
Figure 74: Recession-related shifts in name brand/private label purchases of food storage products, by household income, January 2011
Other uses for food storage products
Figure 75: Nonfood uses for food storage products, by age, January 2011
Important characteristics of food storage products
Figure 76: Important characteristics of food storage products, by race/Hispanic origin, January 2011
Figure 77: Important characteristics of food storage wraps, by race/ethnicity, January 2011
APPENDIX—TRADE ASSOCIATIONS

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