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Beverage Packaging Trends - US - February 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total beverage introductions, % change, by year, 2009-13
Market factors
Disposable income recovery encourages purchases
Figure 2: Real disposable personal income, February 2012-October 2013
Consumer interest, knowledge in healthier lifestyles increase
Figure 3: Agreement about attitudes and behaviors toward drink packaging, by age, November 2013
Stricter labeling requirements alter packaging
The consumer
Consumers are shopping economically, conscientiously for new ideas
Figure 4: Attitudes and behaviors toward drink packaging, November 2013
Non-alcoholic labeling desires affected by consumers’ ages
Figure 5: Package labeling attributes influencing non-alcoholic drink purchases, by age, November 2013
Younger, older, and affluent consumers more interested in recycling
Figure 6: Agreement about attitudes and behaviors toward drink packaging, by household income, November 2013
More alcoholic labeling welcomed by consumers
Figure 7: Desired labeling attributes for alcoholic drinks, November 2013
Consumers want value, convenience in alcoholic beverage packaging
Figure 8: Package attributes influencing alcoholic drink purchases – Any use, November 2013
Hispanic respondents mimic non-alcoholic purchases of young men
Figure 9: Non-alcoholic drink purchases, by race and Hispanic origin and by gender and age, November 2013
What we think
ISSUES AND INSIGHTS
Consumers expecting sustainable packaging as a standard
Issues
Insight
Consumers like the idea of recycling more than they want to act on it
Issues
Insight
Do consumers want to see alcoholic labeling?
Issues
Insight
2013 trends continue into 2014, create new labeling opportunities
Issues
Insight
TREND APPLICATIONS
Trend: Greenfluencers
Trend: Prove It
Mintel Futures: Access Anything, Anywhere
MARKET DRIVERS
Key points
Increasing disposable income encourages purchases, particularly in alcohol
Figure 10: Real disposable personal income, February 2007-October 2013
Demand for sustainable packaging escalates
Figure 11: Attitudes and opinions about the environment, any agree, by gender, May 2012-June 2013
Consumer interest, knowledge in healthier lifestyles increase
Stricter labeling requirements alter packaging
CATEGORY PERFORMANCE – NON-ALCOHOLIC BEVERAGE LAUNCHES
Key points
Non-alcoholic beverage introductions via Mintel GNPD
Non-alcoholic beverage introductions decrease in 2013
Figure 12: Total US non-alcoholic beverage introductions, % change, by year, 2009-13
Figure 13: Total US non-alcoholic beverage introductions (%), by category, 2009-13
Top labeling claims increase in non-alcoholic beverage categories
Figure 14: Top 10 US non-alcoholic beverage introductions (%), by claim, 2009-13
Juice goes kosher
Figure 15: Total US non-alcoholic beverage introduction with kosher claim (%), by category, 2013
As sustainability interest increases, so follows environmentally friendly packaging claims
Figure 16: Total US non-alcoholic beverage introductions with ethical – Environmentally friendly claim (%), by category, 2013
Figure 17: Total US non-alcoholic beverage introductions with gluten-free claim (%), by category, 2013
Bottles, flexible packaging top non-alcoholic beverage introductions
Bottles remain on top, flexible packaging and cartons pick up pace
Figure 18: Top 10 US non-alcoholic beverage introductions (%), by packaging type, 2009-13
Cartons, paper-based packaging on the rise
Figure 19: Total US non-alcoholic beverage introductions in cartons (%), by category, 2013
Plastic top beverage packaging material for 2013 product introductions
CATEGORY PERFORMANCE – ALCOHOLIC BEVERAGE LAUNCHES
Key points
Alcoholic beverage introductions via Mintel GNPD
Alcoholic beverage introductions continue upward in 2013
Figure 20: Total US alcoholic beverages, % change, by year, 2009-13
Increase in introductions seen across majority of alcoholic beverage categories in 2013
Figure 21: Total US alcoholic beverage introductions (%), by category, 2009-13
Alcoholic beverage labeling claims skyrocket in 2013
Environmentally friendly packaging tops labeling claims for alcoholic beverage introductions
Figure 22: Top US alcoholic beverage introductions (%), by claim, 2009-13
Beer offers highest number of claims for 2013 introductions
Figure 23: Total US alcoholic beverage introductions (%), by claim, 2013
Bottles remain top packaging type for alcoholic beverages
Figure 24: Top 10 US alcoholic beverage introductions (%), by packaging type, 2009-13
Beer category drives new introduction growth in 2013
Figure 25: Total US alcoholic beverages packaged in bottles (%), by category, 2013
INNOVATIONS AND INNOVATORS
Living healthy, simply, and eco-friendly translates to packaging
Origin, history labels help win back consumer trust
Packaging becomes an accessory, piece of art
On-the-go options take new forms
Packaging interaction goes beyond smartphones
MARKETING STRATEGIES
Overview of the brand landscape
Personalization and patriotism
Absolut taps city inspiration
Coca-Cola invites consumers to share a Coke with…
Team pride expands to primary packaging
Nostalgia
Figure 26: Miller Lite, Pioneer, December 2013
New shapes for classic brands
Figure 27: Budweiser, Introducing the New Budweiser Bowtie Shaped Can, May 2013
Figure 28: Miller Lite, See & Say, May 2013
Figure 29: Coca-Cola, Botella de Hielo, May 2013
Limited editions
Figure 30: Diet Coke, Music That Moves, April 2013
CONSUMER SECTION – ATTRIBUTES OF NON-ALCOHOLIC BEVERAGE LABELING CLAIMS
Key points
Young women, households with children top purchasers of non-alcoholic beverages
Important labeling attributes for non-alcoholic beverages
Fortified beverage labeling sidelined for ingredient claims, claims of natural benefits
Consumers find allergen labels unimportant, beverage labeling fueled by want rather than necessity
Despite recent attention, GMO labeling not a top priority in non-alcoholic beverages
Some consumers still unconcerned by beverage labeling
Figure 31: Package labeling attributes influencing non-alcoholic drink purchases, November 2013
Important labeling attributes influenced by non-alcoholic beverage purchases
Functional, nutrient claims are important for sports drinks, RTD beverage purchasers
Figure 32: Package labeling attributes influencing non-alcoholic drink purchases, by non-alcoholic drink purchases, November 2013
Important non-alcoholic beverage labeling attributes influenced by age and gender
Older women aged 55+ most concerned with sugar claims
Figure 33: Package labeling attributes influencing non-alcoholic drink purchases, by gender and age, November 2013
Important non-alcoholic labeling attributes influenced by generation
Sugar labeling attributes important to fewer Millennials
Millennials influenced by current health trends, find “all natural” most important attribute
Figure 34: Package labeling attributes influencing non-alcoholic drink purchases, by generations, November 2013
CONSUMER SECTION – ATTITUDES AND BEHAVIORS TOWARD NON-ALCOHOLIC BEVERAGE LABELING CLAIMS
Key points
Behavior and attitudes toward labeling and important non-alcoholic beverage labeling attributes
Consumers want to know what is good for them and why
Brand trust, interest in additional product uses decrease with age
Consumers may trust organizational claims over manufacturer claims
Figure 35: Package labeling attributes influencing non-alcoholic drink purchases, by agreement toward attitudes and behaviors toward drink packaging, October 2013
Behavior and attitudes toward packaging and important non-alcoholic beverage labeling attributes
On-package recipe ideas, product ideas need to stay health oriented
Beverage packaging interest in health-oriented portion control fades
Figure 36: Package labeling attributes influencing non-alcoholic drink purchases, by agreement toward attitudes and behaviors toward drink packaging, October 2013
CONSUMER SECTION – ATTRIBUTES OF NON-ALCOHOLIC BEVERAGE PACKAGING
Key points
Important packaging attributes for non-alcoholic beverages
Environmentally friendly packaging attributes considered of high importance
Figure 37: Packaging material attributes influencing non-alcoholic drink purchases, November 2013
Important packaging attributes depend on non-alcoholic beverage purchases
Portability, serving sizes most relevant for bottled water, other non-alcoholic drinks
Figure 38: Packaging material attributes influencing non-alcoholic drink purchases, by non-alcoholic drink purchases, November 2013
Important non-alcoholic beverage packaging attributes influenced by age and gender
Young men and older women most concerned with environmentally friendly practices
Men aged 18-34 desire convenience, least interested in recycling
Women aged 55+ over index for ergonomic packaging characteristics
Young men interested in on-the-go attributes
Figure 39: Packaging material attributes influencing non-alcoholic drink purchases, by gender and age, November 2013
More ergonomic packaging beneficial for older generations
Baby Boomers, Swing Generation most interested in recycling attributes
Figure 40: Packaging material attributes influencing non-alcoholic drink purchases, by generations, November 2013
Children help dictate important packaging attributes for non-alcoholic beverages
Figure 41: Packaging material attributes influencing non-alcoholic drink purchases, by presence of children in household, November 2013
CONSUMER SECTION – ATTITUDES AND BEHAVIORS TOWARD NON-ALCOHOLIC BEVERAGE PACKAGING
Key points
Behavior and attitudes on packaging toward non-alcoholic beverages
Water bottle brands should highlight artistic features, eco-friendly characteristics for mass appeal
Figure 42: Agreement about attitudes and behaviors toward drink packaging, by non-alcoholic drink purchases, November 2013
Behavior and attitudes toward packaging and important non-alcoholic beverage packaging attributes
Beverage packaging can feature attributes to add in recipes, new product idea creation
Consumers looking for multiple-serving beverages
Consumers like the idea of recycling more than the action
Green and brown no longer the only colors of sustainability
Figure 43: Packaging material attributes influencing non-alcoholic drink purchases, by agreement toward attitudes and behaviors toward drink packaging, October 2013
Behavior and attitudes toward labeling and important non-alcoholic beverage packaging attributes
Respondents looking for Fair Trade significantly over index for eco-friendly, recyclable packaging importance
Partnerships with select organizations can support beverage packaging
Figure 44: Packaging material attributes influencing non-alcoholic drink purchases, by agreement toward attitudes and behaviors toward drink packaging, October 2013
CONSUMER SECTION – ATTRIBUTES OF ALCOHOLIC BEVERAGE LABELING CLAIMS
Key points
Young adults, households with higher disposable incomes top purchasers of alcoholic beverages
Important labeling attributes for alcoholic beverages
Figure 45: Desired packaging and labeling attributes for alcoholic drinks, November 2013
Important labeling attributes by alcoholic beverage type
A fourth of consumers desire wine labeling, but are unlikely to see it anytime soon
Beer categories unlikely to display calorie counts…yet
Hard liquor, RTD flavored alcoholic beverage companies begin labeling
Figure 46: Desired labeling attributes for alcoholic drinks, by alcoholic drink purchases, November 2013
Important labeling attributes influenced by gender and age
Figure 47: Desired labeling attributes for alcoholic drinks, by gender and age, November 2013
Desired labeling attributes for alcoholic beverages influenced by generation
Millennial views will be most impactful for the alcoholic beverage labeling
Older generations prefer no changes to alcoholic beverages
Figure 48: Desired labeling attributes for alcoholic drinks, by generations, November 2013
CONSUMER SECTION – ATTITUDES AND BEHAVIORS TOWARD ALCOHOLIC BEVERAGE LABELING CLAIMS
Key points
Behavior and attitudes on labeling toward alcoholic beverage
Health-conscious consumers purchase RTD flavored alcoholic beverages
Social media still relevant, logos on alcoholic beverage packaging increasing
Figure 49: Agreement about attitudes and behaviors toward drink packaging, by alcoholic drink purchases, November 2013
Behavior and attitudes toward labeling and desired alcoholic beverage labeling
Less respondents who read nutritional, ingredient labels before purchase are interested in alcoholic labeling
Social media users significantly more likely to desire alcoholic beverage labeling
Figure 50: Desired labeling attributes for alcoholic drinks, by agreement toward attitudes and behaviors toward drink packaging, October 2013
Behavior and attitudes toward packaging and desired alcoholic beverage labeling
On-package serving indicators may be better positioned for recipes rather than consumption control
Figure 51: Desired labeling attributes for alcoholic drinks, by agreement toward attitudes and behaviors toward drink packaging, October 2013
CONSUMER SECTION – ATTRIBUTES OF ALCOHOLIC BEVERAGE PACKAGING
Key points
Important alcoholic packaging attributes influenced by gender and age
Men prefer multiple-serving packaging and packaging that can retain freshness
Women look for multiple-serving packaging, easy to pour or serve
Figure 52: Package attributes influencing alcoholic drink purchases – Any use, by gender and age, November 2013
Millennials interested in on-the-go alcoholic beverage packaging
Figure 53: Package attributes influencing alcoholic drink purchases – Any use, by generations, November 2013
Desired packaging attributes for alcoholic beverages influenced by gender and age
Young men, older women would like to see more lightweight alcoholic packaging
Figure 54: Desired packaging attributes for alcoholic drinks, by gender and age, November 2013
Millennial interest in alcoholic packaging supports pouch growth
Figure 55: Desired packaging attributes for alcoholic drinks, by generations, November 2013
Households with children seek more alcoholic beverage packaging attributes
Figure 56: Package attributes influencing alcoholic drink purchases – Any use, by presence of children in household, November 2013
Figure 57: Desired packaging attributes for alcoholic drinks, by presence of children in household, November 2013
Important packaging attributes for alcoholic beverages
Figure 58: Package attributes influencing alcoholic drink purchases, November 2013
Top wine packaging attributes include resealable, freshness retention characteristics
Figure 59: Package attributes influencing alcoholic drink purchases – Wine, by generations, November 2013
Beer and hard cider top packaging attributes include multiple servings, recyclability
Figure 60: Package attributes influencing alcoholic drink purchases – Beer and/or hard cider, by gender and age, November 2013
Spirits and liqueur top packaging attributes include retaining freshness, resealable
Figure 61: Package attributes influencing alcoholic drink purchases – Spirits and liqueurs, by household income, November 2013
Desired packaging attributes influenced by alcoholic beverage
Pouch presence expanding in alcoholic beverage industry
Figure 62: Desired packaging attributes for alcoholic drinks, by alcoholic drink purchases, November 2013
CONSUMER SECTION – ATTITUDES AND BEHAVIORS TOWARD ALCOHOLIC BEVERAGE PACKAGING
Key points
Behavior and attitudes on packaging toward alcoholic beverages
On-package recipes could encourage purchases from new consumers
Spirit and liqueur, RTD flavored alcoholic purchasers are economical shoppers searching for something special
Figure 63: Agreement about attitudes and behaviors toward drink packaging, by alcoholic drink purchases, November 2013
Behavior and attitudes toward packaging and desired alcoholic beverage packaging attributes
Consumers are not willing to pay more for extra alcoholic beverage packaging attributes
Benefits of current alcoholic beverage packaging may be overlooked
Figure 64: Desired labeling attributes for alcoholic drinks, by agreement toward attitudes and behaviors toward drink packaging, October 2013
Millennial behaviors, attitudes shape alcoholic beverage packaging attributes
Figure 65: Desired labeling attributes for alcoholic drinks, by agreement toward attitudes and behaviors toward drink packaging, October 2013
RACE AND HISPANIC ORIGIN
Key points
Beverage purchases, influencers differ between races
Racial influences on non-alcoholic beverages
Racial and ethnic influences on alcoholic beverages
Attitudes and behaviors toward beverage packaging
Despite incentives, Hispanics unlikely to pay more for a beverage with extra attributes
Figure 66: Agreement about attitudes and behaviors toward drink packaging, by race and Hispanic origin, November 2013
Social media on packaging increases multicultural, Millennial interactions after point of purchase
Figure 67: Agreement about attitudes and behaviors toward drink packaging, by race and Hispanic origin, November 2013
Non-alcoholic packaging attributes
Black respondents likely share non-alcoholic beverages in household
Figure 68: Packaging material attributes influencing non-alcoholic drink purchases, by race and Hispanic origin, November 2013
Alcoholic labeling attributes
Hispanics mimic Millennials’ desires for alcoholic beverage labeling
Figure 69: Desired labeling attributes for alcoholic drinks, by race and Hispanic origin, November 2013
CORRESPONDENCE ANALYSIS
Methodology
Consumers prefer longevity for wine, spirits and convenience for RTD flavored drinks
Spirits, liqueurs, and wine
Beer and/or hard cider
RTD premade flavored alcoholic beverages
Figure 70: Correspondence analysis, February 2014
Figure 71: Packaging attributes influencing alcoholic drink purchases, February 2014
APPENDIX – MARKET DRIVERS
Health and lifestyle
Figure 72: American adults, by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
Childhood and teen obesity – Highest in decades
Figure 73: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Consumer confidence
Figure 74: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 75: US unemployment rate, by month, 2002-13
Figure 76: US unemployment and underemployment rates, 2007-13
Figure 77: Number of employed civilians in US, 2007-13
Retail channels
Figure 78: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
Racial, ethnic population growth
Figure 79: US population, by race and Hispanic origin, 2009, 2014, and 2019
Figure 80: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
Figure 81: US population, by age, 2009-19
Figure 82: US households, by presence of own children, 2003-13
APPENDIX – OTHER USEFUL CONSUMER TABLES
Non-alcoholic and alcoholic drink purchases
Figure 83: Non-alcoholic and alcoholic drink purchases, November 2013
Figure 84: Non-alcoholic drink purchases, by gender, November 2013
Figure 85: Non-alcoholic drink purchases, by age, November 2013
Figure 86: Non-alcoholic drink purchases, by gender and age, November 2013
Figure 87: Non-alcoholic drink purchases, by household income, November 2013
Figure 88: Non-alcoholic drink purchases, by presence of children in household, November 2013
Figure 89: Non-alcoholic drink purchases, by generations, November 2013
Figure 90: Alcoholic drink purchases, by gender, November 2013
Figure 91: Alcoholic drink purchases, by age, November 2013
Figure 92: Alcoholic drink purchases, by gender and age, November 2013
Figure 93: Alcoholic drink purchases, by household income, November 2013
Figure 94: Alcoholic drink purchases, by presence of children in household, November 2013
Figure 95: Alcoholic drink purchases, by generations, November 2013
Figure 96: Non-alcoholic drink purchases, by race and Hispanic origin, November 2013
Figure 97: Alcoholic drink purchases, by race and Hispanic origin, November 2013
Package labeling attributes influencing non-alcoholic drink purchases
Figure 98: Package labeling attributes influencing non-alcoholic drink purchases, by gender, November 2013
Figure 99: Package labeling attributes influencing non-alcoholic drink purchases, by age, November 2013
Figure 100: Package labeling attributes influencing non-alcoholic drink purchases, by household income, November 2013
Figure 101: Package labeling attributes influencing non-alcoholic drink purchases, by race and Hispanic origin, November 2013
Packaging material attributes influencing non-alcoholic drink purchases
Figure 102: Packaging material attributes influencing non-alcoholic drink purchases, by gender, November 2013
Figure 103: Packaging material attributes influencing non-alcoholic drink purchases, by age, November 2013
Figure 104: Packaging material attributes influencing non-alcoholic drink purchases, by household income, November 2013
Desired packaging and labeling attributes for alcoholic drinks
Figure 105: Desired packaging and labeling attributes for alcoholic drinks, November 2013
Figure 106: Desired labeling attributes for alcoholic drinks, by gender, November 2013
Figure 107: Desired labeling attributes for alcoholic drinks, by age, November 2013
Figure 108: Desired labeling attributes for alcoholic drinks, by household income, November 2013
Figure 109: Desired labeling attributes for alcoholic drinks, by presence of children in household, November 2013
Figure 110: Package attributes influencing alcoholic drink purchases – Any use, by race and Hispanic origin, November 2013
Figure 111: Desired packaging attributes for alcoholic drinks, by race and Hispanic origin, November 2013
Packaging attributes influencing alcoholic drink purchases
Figure 112: Package attributes influencing alcoholic drink purchases – Any use, by gender, November 2013
Figure 113: Package attributes influencing alcoholic drink purchases – Any use, by age, November 2013
Figure 114: Package attributes influencing alcoholic drink purchases – Any use, by household income, November 2013
Figure 115: Package attributes influencing alcoholic drink purchases – Wine, by gender, November 2013
Figure 116: Package attributes influencing alcoholic drink purchases – Wine, by age, November 2013
Figure 117: Package attributes influencing alcoholic drink purchases – Wine, by household income, November 2013
Figure 118: Package attributes influencing alcoholic drink purchases – Wine, by presence of children in household, November 2013
Figure 119: Package attributes influencing alcoholic drink purchases – Beer and/or hard cider, by gender, November 2013
Figure 120: Package attributes influencing alcoholic drink purchases – Beer and/or hard cider, by age, November 2013
Figure 121: Package attributes influencing alcoholic drink purchases – Beer and/or hard cider, by household income, November 2013
Figure 122: Package attributes influencing alcoholic drink purchases – Beer and/or hard cider, by presence of children in household, November 2013
Figure 123: Package attributes influencing alcoholic drink purchases – Beer and/or hard cider, by generations, November 2013
Figure 124: Package attributes influencing alcoholic drink purchases – Spirits and liqueurs, by gender, November 2013
Figure 125: Package attributes influencing alcoholic drink purchases – Spirits and liqueurs, by age, November 2013
Figure 126: Package attributes influencing alcoholic drink purchases – Spirits and liqueurs, by household income, November 2013
Figure 127: Package attributes influencing alcoholic drink purchases – Spirits and liqueurs, by generations, November 2013
Figure 128: Package attributes influencing alcoholic drink purchases – Spirits and liqueurs, by presence of children in household, November 2013
Figure 129: Package attributes influencing alcoholic drink purchases – Ready-to-drink premade flavored alcoholic beverages, by gender, November 2013
Figure 130: Package attributes influencing alcoholic drink purchases – Ready-to-drink premade flavored alcoholic beverages, by household income, November 2013
Figure 131: Package attributes influencing alcoholic drink purchases – Ready-to-drink premade flavored alcoholic beverages, by presence of children in household, November 2013
Figure 132: Package attributes influencing alcoholic drink purchases – Any use, by race and Hispanic origin, November 2013
Figure 133: Desired packaging attributes for alcoholic drinks, by gender, November 2013
Figure 134: Desired packaging attributes for alcoholic drinks, by age, November 2013
Figure 135: Desired packaging attributes for alcoholic drinks, by household income, November 2013
Attitudes and behaviors toward drink packaging
Figure 136: Attitudes and behaviors toward drink packaging, November 2013
Figure 137: Agreement about attitudes and behaviors toward drink packaging, by gender, November 2013
Figure 138: Agreement about attitudes and behaviors toward drink packaging, by age, November 2013
Figure 139: Agreement about attitudes and behaviors toward drink packaging, by gender and age, November 2013
Figure 140: Agreement about attitudes and behaviors toward drink packaging, by household income, November 2013
Figure 141: Agreement about attitudes and behaviors toward drink packaging, by Hispanic origin, November 2013
Figure 142: Agreement about attitudes and behaviors toward drink packaging, by presence of children in household, November 2013
Figure 143: Agreement about attitudes and behaviors toward drink packaging, by generations, November 2013
Attitudes and opinion about the environment, Spring 2013
Figure 144: Attitudes and opinion about the environment, any agree, by gender, May 2012-June 2013
Figure 145: Attitudes and opinion about the environment, any agree, by age, May 2012-June 2013
Figure 146: Attitudes and opinion about the environment, any agree, by race/Hispanic origin, May 2012-June 2013
Figure 147: Attitudes and opinion about the environment, any agree, by household income, May 2012-June 2013
Figure 148: Attitudes and opinion about the environment, any agree, by presence of children in household, May 2012-June 2013
Figure 149: Attitudes and opinion about the environment, any agree, by gender and age, May 2012-June 2013
APPENDIX – TRADE ASSOCIATIONS

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