Food Packaging Trends - US - July 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
The market
New food product packaging increases over last five years
Figure 1: Food product introductions, by launch type, 2009-14*
The consumer
Men choose products based on practical packaging
Figure 2: Behaviors related to food product packaging, top five, March 2014
Fresh, resealable packaging most important to shoppers
Figure 3: Any importance of food packaging features, top five, March 2014
Natural, reduced claims top-of-mind when purchasing food
Figure 4: Claims considered when buying food products, top five, March 2014
Opportunity to boost premium, energy-efficient claims
Functional packaging features are most influential
Figure 5: Packaging attributes influencing purchase, top five, March 2014
Most important for packaging to communicate nutrition, sustainability
Figure 6: Agreement with attitudes toward food packaging, top five, March 2014
What we think
ISSUES AND INSIGHTS
What packaging factors have the most impact on purchase?
Issues
Insight: Multiuse packaging has the most influence
How can manufacturers alleviate consumer packaging concerns?
Issues
Insight: Offer information about product materials, claims, and manufacturing
How can packaging help products differentiate themselves?
Issues
Insight: Encourage shoppers to try before they buy
TREND APPLICATIONS
Trend: Prove It
Trend: Without a Care
Trend: Minimize Me
CATEGORY PERFORMANCE
Key points
Snacks, bakery most product introductions in past year
Figure 7: Food product introductions, by category, 2009-14*
Figure 8: Food product introductions, by launch type, 2009-14*
Paper, flexible materials on the rise
Figure 9: Food product introductions, by package material, 2009-14*
Flexible pouches grow most over last five years
Figure 10: Food product introductions, by package type, top 10, 2009-14*
INNOVATIONS AND INNOVATORS
Allergen-related product claims continue to increase
Figure 11: Food product introductions, by claims, top 10, 2009-14*
Increase in private label food products
Figure 12: Food product introductions, by private label, top 10, 2009-14*
Product relaunches with transparent packaging
Packaged for on the go
Figure 13: Kellogg’s website, 2014
Illustrating freshness
MARKETING STRATEGIES
Overview of the brand landscape
Theme: Transparency, Simplicity, and Naturalness
Beech-Nut
Figure 14: Beech-Nut Just Pineapple, Pear & Avocado, commercial, June 2014
KIND Bars
Figure 15: KIND Bars, website, June 2014
Figure 16: Be-KIND Plus Dark Chocolate cherry cashew + vitamins A, C, E, April 2014
Figure 17: Quaker Real Medleys cherry pistachio multigrain fruit and nut bar, July 2013
Theme: Customization and Convenience
YoCrunch
Figure 18: YoCrunch Yogurt, press release photo, June 2014
Jerk Nation Beef Jerky
Figure 19: Jerk Nation Beef Jerky, product description, June 2014
Figure 20: Jerk Nation Beef Jerky, season ‘n shake revolution, June 2014
Theme: Eliminating Packaging Waste
Little Ducks Mighty Oat
Figure 21: Little Ducks Organics Mighty Oats, product description, June 2014
Stonyfield Frozen Yogurt Pearls
Figure 22: Stonyfield Frozen Yogurt Pearls, promotional video, June 2014
BEHAVIORS RELATED TO FOOD PRODUCT PACKAGING
Key points
Men choose products based on practical packaging
Figure 23: Behaviors related to food product packaging, by gender, March 2014
Older shoppers more likely to look for freshness, nutritional information
Figure 24: Behaviors related to food product packaging, by age, March 2014
IMPORTANCE OF FOOD PACKAGING FEATURES
Key points
Younger shoppers seek functional packaging, multiple serving sizes
Figure 25: Any importance of food packaging features, by age, March 2014
Households with children prioritize family sizes, ease of use
Figure 26: Any importance of food packaging features, by presence of children in household, March 2014
CLAIMS CONSIDERED WHEN BUYING FOOD PRODUCTS
Key points
Natural, reduced claims top-of-mind when purchasing food
Figure 27: Claims considered when buying food products, by presence of children in household, March 2014
iGeneration/Millennials more likely to seek natural, organic products
Figure 28: Claims considered when buying food products, by generation, March 2014
ATTRIBUTES ASSOCIATED WITH FOOD PACKAGING TYPES
Key points
Opportunity to boost premium, energy-efficient claims
Figure 29: Attributes associated with food packaging types, March 2014
Glass
Glass viewed as durable, fresh, visually appealing
Figure 30: Attributes associated with food packaging types – glass (eg jars or bottles of sauce, pickles), by generation, March 2014
Plastic
Plastic packaging associated with portability, freshness
Figure 31: Attributes associated with food packaging types – plastic bottle or tray (eg ketchup bottle, frozen meal, plastic tray for muffins or frozen meal), by age, March 2014
Plastic bags retain freshness
Figure 32: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by age, March 2014
More than half view plastic tubs as reusable, repurposable
Figure 33: Attributes associated with food packaging types – plastic tubs (eg sour cream or yogurt tub), by generation, March 2014
Cardboard
Cardboard viewed as most recyclable, but less durable, fresh
Figure 34: Attributes associated with food packaging types – cardboard (eg cereal box, pancake mix), by age, March 2014
Metal Cans
Metal cans are practical but in need of a makeover
Figure 35: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by age, March 2014
Flexible Pouch
Shoppers view pouches as most modern, portable
Figure 36: Honest Kids drink pouch collection program
Figure 37: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by generation, March 2014
PACKAGING ATTRIBUTES INFLUENCING PURCHASE
Key points
Functional packaging features are most influential
Figure 38: Barilla Italian Entrees preparation video, June 2014
Figure 39: Foster Farms roasted red pepper chicken breast fillets, June 2014
Figure 40: Packaging attributes influencing purchase, by generation, March 2014
ATTITUDES TOWARD FOOD PACKAGING
Key points
Most important for packaging to communicate nutrition, sustainability
Figure 41: Agreement with attitudes toward food packaging, by age, March 2014
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to consider health claims
Figure 42: Claims considered when buying food products, by race and Hispanic origin, March 2014
Figure 43: Packaging attributes influencing purchase, by race and Hispanic origin, March 2014
Concerns about packaging safety
Figure 44: Agreement with attitudes toward food packaging, by race/Hispanic origin, March 2014
CONSUMER SEGMENTATION
Figure 45: Food Packaging clusters, march, 2014
Group one: Informed Buyers
Demographics
Characteristics
Opportunity
Group two: Convenience Connoisseurs
Demographics
Characteristics
Opportunity
Group three: Skeptical Shoppers
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 46: Target clusters, March 2014
Figure 47: Behaviors related to food product packaging, by target clusters, March 2014
Figure 48: Any importance of food packaging features, by target clusters, March 2014
Figure 49: Claims considered when buying food products, by target clusters, March 2014
Figure 50: Attributes associated with food packaging types – glass (eg jars or bottles of sauce, pickles), by target clusters, March 2014
Figure 51: Attributes associated with food packaging types – plastic bottle or tray (eg ketchup bottle, frozen meal, plastic tray for muffins or frozen meal), by target clusters, March 2014
Figure 52: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by target clusters, March 2014
Figure 53: Attributes associated with food packaging types – plastic tubs (eg sour cream or yogurt tub), by target cluster, March 2014
Figure 54: Attributes associated with food packaging types – cardboard (eg cereal box, pancake mix), by target clusters, March 2014
Figure 55: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by target clusters, March 2014
Figure 56: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by target clusters, March 2014
Figure 57: Packaging attributes influencing purchase, by target clusters, March 2014
Figure 58: Agreement with attitudes toward food packaging, by target clusters, March 2014
Cluster demographic tables
Figure 59: Target clusters, by demographic, March 2014
Cluster methodology
CORRESPONDENCE ANALYSIS
Methodology
Opportunity to improve perceptions of traditional package types
Figure 60: Correspondence Analysis, March 2014
Figure 61: Attributes associated with food packaging types, March 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 62: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by gender, March 2014
Figure 63: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by presence of children in household, March 2014
Figure 64: Behaviors related to food product packaging, by race and Hispanic origin, March 2014
Figure 65: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by race and Hispanic origin, March 2014
Figure 66: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by race and Hispanic origin, March 2014
APPENDIX – TRADE ASSOCIATIONS