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Food and Beverage Packaging Trends in the U.S.: Consumer Viewpoints and Marketer Opportunities

June 2012 | 136 pages | ID: F8FF39CE64AEN
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Food and Beverage Packaging Trends in the U.S.: Consumer Viewpoints and Marketer Opportunities provides fresh, original and actionable analysis of how key consumer trends intersect with and impact food and beverage packaging. Packaging has increasingly moved beyond basic functionality into value-added features that amp up convenience, product quality and freshness, and eco-friendliness. Based on proprietary Packaged Facts survey data, this report analyzes which packaging attributes and innovations are most valuable to consumers and most likely to influence consumer behavior.

This report provides food manufacturers, marketers and brand managers, and retailers with answers to these key questions:
  • How do key consumer trends of quality, convenience and eco-friendliness impact food and beverage packaging?
  • What's new in food and beverage packaging: examples and illustrations of new products
  • What’s next in food and beverage packaging: trend translation tips
  • What are the implications for manufacturers and retailers?

Our analysis treats specific packaging formats and features such as meal/salad kits, flexible pouches, stick packs, steam-in-bags, bio-based bottles, and easy/open-close in the context of market issues and priorities such as eco-consciousness, recycling, over-packaging and packaging reduction/bulk foods, natural/organic/local, healthy eating trends, product freshness, food purity and safety, on-the-go eating trends, purchasing for immediate consumption, and store brands.

From purchase at the shelf through consumption, packaging for food and beverages is evolving to intersect with consumer priorities. Categories and brands have benefited significantly when manufacturers and retailers have aligned packaging innovation with emerging consumer attitudes and trends. To navigate this dynamic environment, manufacturers and retailers must understand what will matter most to consumers and which packaging innovations can deliver benefits that actually impact buying behavior.
CHAPTER 1: EXECUTIVE SUMMARY

Introduction
  Scope and Methodology
  Report Methodology
  Role of Packaging for Consumers
    Figure 1-1: Percent of Consumers Dissatisfied With Packaging Options Available: By Product Type, 2012
    Figure 1-2: Percent of Consumers Who Strongly or Somewhat Agree With Selected Grocery Packaging Statements, 2012
    Table 1-1: Summary of Consumer Comments Concerning Dissatisfaction with Packaging for Various Product Types

CHAPTER 2: FOOD

Figure 2-1: Grocery Packaging Features That Consumers Consider Especially Important, 2012 (percent of consumers)
Flexible Pouches
  Figure 2-2: Percent of Consumers Who Purchased a Grocery Product in a Stand-Up Flexible Pouch in the Last 30 Days, 2012
  Figure 2-3: Product Types Purchased in a Stand-Up Flexible Pouch in Last 30 Days, 2012
  Figure 2-4: Preference for Stand-Up Pouches Over More Conventional Packaging, 2012 (percent of consumers)
  Figure 2-5: Reasons for Preferring Stand-Up Pouches, 2012
Quality
  Brand Image
    Table 2-1: Relative Importance of Grocery Packaging Features by Demographic Group: Seeing Product Inside Package, Realistic Image of Product, Attractiveness of Design, 2012
    Illustration 2-1: Talenti Gelato
    Table 2-2: Index for Agreeing a Lot That You Always Look for Brand Name on the Package: By Demographic Group, 2012
  Private Label/Store Brands
    Figure 2-6: Top Packaged Food Claims in the U.S. Market: By Number of New Product Reports, 2011
    Figure 2-7: Percent of Consumers Who Strongly or Somewhat With Selected Statements Related to Store Brands vs. National Brands, 2012
    Illustration 2-2: Kroger Before and After PL Packaging
    Illustration 2-3: Wegmans Special Blends Grilled Vegetables
    Illustration 2-4: Publix Private Label Items
    Illustration 2-5: Safeway Waterfront Bistro Frozen Seafood
    Illustration 2-6: Dollar General Clover Valley
  Battling Private Label
    Illustration 2-7: Heinz Ketchup In Pouch
  Freshness
    Figure 2-8: Percent of Consumers Who Strongly or Somewhat Agree With Selected Statements Related to Product and Ingredient Freshness, 2012
    Table 2-3: Indexes for Strongly Valuing Freshness: By Demographic Group, 2012
    Illustration 2-8: Kraft Foods Snack ’n Seal package
    Illustration 2-9: Safeway & Target ’s Resealable Chip Bags
    Illustration 2-10: Kraft Fresh Stacks
    Figure 2-9: Percent of Consumers Who Strongly or Somewhat Agree With Importance of Resealable Packaging for Frozen Vegetables and Fruits, 2012
    Illustration 2-11: Fresh N Tasty Produce Pouch
    Figure 2-10: Percent of Consumers Who Strongly or Somewhat Agree With Selected Statements About Quality of Packaged Fruits and Vegetables Compared to Fresh, 2012
    Figure 2-11: Percent of Consumers Who Bought Vegetables Within the Last 30 days: By Type, 2012
    Table 2-4: Packaging Options That Consumers Consider Best at Preserving the Quality of Vegetables, 2012 (percent of consumers)
    Package Type
    Figure 2-12: Percent of Consumers Who Bought Vegetables Within the Last 30 days: By Type, 2012
    Table 2-5: Packaging Options That Consumers Consider Best at Preserving Quality of Fruit, 2012 (percent of consumers)
    Package Type
  Local, Natural, Organic
    Illustration 2-12: Earthbound Farm Lifestyle Salad Kits
    Illustration 2-13: Dole Packaged Salads
    Figure 2-13 Percent of Households Who Buy Organic Foods and Beverages: By Type, 2011
    Figure 2-14: Percent of Shoppers Who Buy Organic Foods and Beverages: By Grocery Chain, 2011
    Illustration 2-14: Stemilt Growers Organic Cherries
  Purity/Safety
    Figure 2-15: Percent Agreeing That Food Safety Is Major Concern When Buying Fresh Meat, Poultry or Seafood, 2011
    Illustration 2-15: Permazip Flair Flexible Packaging
  The Taste of Freshness
    Illustration 2-16: Freschetta Simply…Inspired Pizza
    Illustration 2-17: Kraft Fresh Take
  The Taste of Healthy
    Illustration 2-18: Garlic Jim’s gluten-free pizza
  Regulatory Climate
  Retail Perspective
    Grocery Chains Make Over Produce and Fresh Food Departments
    Whole Foods Promotes Healthy Eating
  Recent Examples of Pushing the Envelope
  Where Does Opportunity Remain?
  Trend Translation Tips
Convenience
  Figure 2-16: Percent of Consumers Who Avoid Buying Product Types Because These Are Over-Packaged or Over-Priced Because of Packaging, 2012
  Figure 2-17: Convenience-Oriented Product Types or Forms Often Used, 2012 (percent of consumers)
Easy Open, Easy Close
  Illustration 2-19: Sprout Organic Baby Food
  Illustration 2-20: Duerr’s Jam With Orbit™ Closure
On The Go, Ready To Eat
  Convenience Features Appeal to Different Demographics
  Table 2-6: Relative Importance of Selected Convenience-Oriented Grocery Packaging Features: By Demographic Group, 2012
  Lunch Made Easier
  Illustration 2-21: Oscar Mayer Sandwich Combos
  Illustration 2-22: Heinz Snap Pots
  Soup to Go
  Illustration 2-23: Campbell's Go! Soup Microwavable Pouches
  Easier Snacking
  Illustration 2-24 : Danimals Crush Cups
  Illustration 2-25: Crunch Pak Single-Serve Dipperz
  Illustration 2-26: Dole Fruit Crisps
  Condiments Innovation
  Illustration 2-27: Heinz "Dip And Squeeze" Ketchup Single-Serve Packet
Making Healthier Eating Easier
  Illustration 2-28: Buddy Fruits
  Illustration 2-29: Naturipe Farms Berry Quick Snacks
  Illustration 2-30: Earthbound Farm New Products
  Illustration 2-31 : Just Add Product Range
  Illustration 2-32: Ocean Mist Farms Season & Steam Microwavable Artichoke Pack
  Illustration 2-33: Quaker Real Medleys
Consumer Attitudes, Convenience and Health
  Table 2-7: Product Types or Forms Often Used: By Health and Well-Being Segments, 2011
Packaging Meal Solutions
  Illustration 2-34: P.F. Chang‘s Home Menu
  Steam in-Bag Cooking
  Figure 2-18: Percent Who Strongly or Somewhat Agree That Steamable Microwaveable Pouch for Frozen Vegetables Is an Important Product Benefit, 2012
  Illustration 2-35: Steam in Bag Frozen Meals
  Illustration 2-36: Heinz Pasta Pouch
  Illustration 2-37: Time-Wise Bowl Pouch
Value Added Functionality
  Illustration 2-38: Sargento Fridge Pack
  Illustration 2-38: Bookbinder Soups in Glass Jars
  Illustration 2-39: Orville Redenbacher’s Microwave Popcorn Pop Up Bowl
Retail Perspective
  More Fresh Foods in Non-Grocers
  Walmart Great for You Icon
Recent Examples of Pushing the Envelope
  Illustration 2-40: Heinz Beanzawave USB-powered Mini Microwave
Where Does Opportunity Remain?
Trend Translation Tips
Eco-Consciousness
  Consumers and Eco-Consciousness
    Figure 2-19: Percent of Consumers Who “Agree a Lot” or “Agree a Little” With Selected Statements Related to Environmental Issues, 2011
    Figure 2-20: Percent of Consumers Who Have Consciously Purchased Grocery Products With Packaging That’s Better for The Environment Within the Last 30 days, 2012
    Figure 2-21: Categories in Which Grocery Products Are Purchased with Packaging That’s Better for the Environment, 2012 (percent of consumers)
  Natural, Organic Products Should Be More Eco-Friendly
    Figure 2-22: Percent of Consumers Who “Agree a Lot” or “Agree a Little” That Natural/Organic Products Should Have More Environmentally Friendly Packaging, 2012
  Certain Demographics Seek Out Eco-Friendly Packaging
    Table 2-8: Relative Indexes for Strong Agreement With Selected Environmental Statements: By Demographic Group, 2012
  Less Packaging
    Illustration 2-41 : Cheerios 2 Box Packages
    Illustration 2-42: Freschetta Package Reduction
    Illustration 2-43: Driscoll’s Raspberry Packaging
  Package-Free
    Figure 2-23: Purchasing or Preparation of Selected Product Types Within the Past 30 Days, 2012 (percent of consumers)
  Recycling
    Figure 2-24: Percent of Consumers Who “Agree a Lot” or “Agree a Little” With Selected Statements Related to Recycling, 2011
    Figure 2-25: Percent of Consumers Who Recycle: By Packaging Type/Material, 2011
    Figure 2-26: Percent of Organic Grocery Shoppers Who Recycle: By Packaging Type/Material, 2011
    Recycling by Consumer Segment
    Food Lifestyle Segmentation System
    Retail Shopper Segmentation System
    Table 2-9: Product Types or Forms Often Used: By Health and Well-Being Segments, 2011
    Making Recycling Easier to Understand
    Illustration 2-44: How2Recycle Label
    Hard to Recycle Packaging
    Illustration 2-45: Yogurt Cup Recycling
    Illustration 2-46: Terracycle Pouch Recycling
  Regulatory Climate
    Plastic Bags
    Extended Producer Responsibility
  Retail Perspective
    Whole Foods
    Walmart
    Target
  Recent Examples of Pushing the Envelope
    Plant-Based Packaging
    Illustration 2-47: SunChips Compostable Bag
    Illustration 2-48: Snyder’s of Hanover Renewable Plant-based Packaging
    Illustration 2-49: Ingeo PLA Process
    Illustration 2-50: Precious Sticksters Renewable Packaging
    Illustration 2-51 : Heinz Ketchup in PlantBottles
    Recycling Laminate Packaging
  Where Does Opportunity Remain?
  Trend Translation Tips

CHAPTER 3: BEVERAGES

Quality
  Best Packaging for Juice Quality
    Table 3-1: Packaging Options That Consumers Consider Best at Preserving the Quality of Fruit Juice/Drink Products, 2012 (percent of consumers)
    Figure 3-1: Fruit Juice/Drink Products Purchased Within The Last 30 Days: By Product Type, 2012
    Illustration 3-1: Tropicana Pure Premium
  Freshness
    Resealable Solution for Cans
    Illustration 3-2: Ball Resealable End
    Aluminum Bottles
    Illustration 3-3: Aluminum Bottles
    Figure 3-2: Percent of Consumers Who Strongly or Somewhat Prefer Not to Drink From Certain Package Types, 2012
    Sensory Cues for Freshness
    Illustration 3-4: Maxwell House Flavor Lock Lid
  Brand Image
    Illustration 3-5: Pure Pret Sparkling Fresh Juices
    Illustration 3-6: Wyman’s of Maine Wild Blueberry Juice
    Illustration 3-7: Eight O'Clock Coffee
  Pouches Not as Popular in Beverages
    Illustration 3-8: Slap Frozen Energy Beverage
  Private Label
    Figure 3-3 Top Packaged Beverage Claims in the U.S. Market: By Number of New Product Reports, 2011
    Illustration 3-9: BJ’s Berkley & Jensen 100% Colombian Ground Coffee Fres Bag
    Illustration 3-10: Smart Sense Loop Energy Drink
    Illustration 3-11: Walmart Great Value Chocolate Milk
    Illustration 3-12: A&P’s America’s Choice Beverages
  Recent Examples of Pushing the Envelope
    Coating Technology to Enhance Quality
    Soda in a Spray Can
    Illustration 3-13: Turbo Tango
    Cardboard Can Reinforces Brand Image
    Illustration 3-14: CSWISS Cardboard Can
  Where Does Opportunity Remain?
  Trend Translation Tips
Convenience
  On The Go, Ready To Drink
    Figure 3-4: Percent Who Avoid Buying Individually Packaged Beverages Because These Are Over-Packaged or Over-Priced Because of Packaging: By Product Type, 2012 (percent of consumers)
    Table 3-2: Selected Items Purchased on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
    Figure 3-5: Purchase of Single-Serve Beverages for Immediate Consumption on Most Recent Grocery Shopping Trip: By Age Group, 2011 (percent of grocery shoppers)
    Illustration 3-15: Pocket Size Coke
    Illustration 3-16: Siggi’s Single-Serve Yogurts
    Illustration 3-17: Gatorade Prime Pouch
  Cans More Portable Than Glass
    Illustration 3-18: Hiball Energy Drinks
  Convenience With a K
    Illustration 3-19: Folger‘s Gourmet Selections K-Cups
  Surge in Stick Packs
    Illustration 3-20: Starbucks Via Ready Brew
    Illustration 3-21: Moo Magic, MojoMilk
  Customization
    Illustration 3-22: Mio Liquid Water Enhancer
    Illustration 3-23: Flavrz Drink Mix
  Making Healthier Easier to Drink
    Illustration 3-24: Drinkable Fruit Beverages
    Illustration 3-25: V8 V-Fusion
  Easier for Kids
    Illustration 3-26: Tummytickler Children's Drinks
  Easy Smoothies
    Illustration 3-27: Dole Shakers
    Illustration 3-28: Edy’s Smoothies & Shakes
  Retail Perspective
  Recent Examples of Pushing the Envelope
    Convenient Alcoholic Drinks
    Illustration 3-29: Stacked Wines
    Illustration 3-30: Vino Solo
    Illustration 3-31: Malibu Cocktails Collection
  Where Does Opportunity Remain?
  Trend Translation Tips
Eco-Consciousness
  Less Packaging
    Illustration 3-32: PepsiCo’s Aquafina Eco-Fina Bottle
    Illustration 3-33: Nestlé Waters Eco-Shape Bottle
    Illustration 3-34: Giant Eagle's Eco-Light Bottle
    Figure 3-6: Percent of Consumers Who Buy Bottled Water, 2012
    Figure 3-7: Concerns Over Lighter-weight Plastic Packaging for Bottled Water, 2012 (percent of consumers)
  Recycling
    Figure 3-8: Percent of Consumers Who Recycle: By Packaging Type/Material, 2011
    Illustration 3-35: PepsiCo Dream Machine
    Illustration 3-36: Honest Tea 'The Great Recycle' Program
  Eco-Friendly Tetra Paks
    Illustration 3-37: CalNaturale Tetra Paks
  Regulatory Climate
  Retail Perspective
  Recent Examples of Pushing the Envelope
  Bio-based Bottles
    Coca-Cola PlantBottle
    Illustration 3-38: Dasani & Odwalla Plant Bottle
    Pepsi Plant-based Bottle
    Illustration 3-39: Pepsi Plant-based Bottle
  Where Does Opportunity Remain?
  Trend Translation Tips


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