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Beverage Packaging Trends: Spotlight on Beverage Labeling - US - February 2015

“Beverage packaging options have a greater opportunity than ever to establish a rapport with the consumer and find a place as part of their daily lives. QR codes can allow manufacturers to communicate virtually directly to the consumer, a majority of whom want more information about the beverages they are buying.”

William Roberts, Jr., Senior Analyst – Food and Drink

This report covers the following issues:

  • Bio-based packaging could be the next stage of sustainability
  • Opportunity in QR communications
  • Ever-evolving claims

With beverage introductions leveling off after a strong rebound, which followed the economic downturn, manufacturers are dedicating resources to eco-friendly, biodegradable, and reusable designs to meet consumers’ most-pressing demands from their beverage packaging. However, a slow-to-fully-recover economy has many consumers placing price front and center in their beverage choice, regardless of brand or any package attribute.

Reaching those consumers will demand convenient, sustainable, and innovative packaging options, and notable introductions have incorporated bio-based materials and feature QR codes on-pack to communicate the beverage’s health, eco-friendly, and overall attributes.

For the purposes of this report, Mintel will cover trends in beverage package labeling and design in the shelf-stable and refrigerated non-alcoholic and alcoholic US beverage industry. The report includes insight into consumer prioritiesregarding package characteristics, labeling, functionality, and design when shopping in specific beverage categories. In addition, attitudes and behaviors regarding packaging materials and recycling are discussed, particularly as they relate to themes applicable to the report. Mintel also has data on beverage consumption in order to get to packaging usage.

Price and brand may hold sway in consumers’ choice of beverage, but there are elements of the package that factor strongly in the purchase decision. Health claims play a key role for half of all consumers, but for an even greater percentage of Millennials. Those younger consumers are likewise more likely to indicate they would like beverage packaging to do a better job of conveying nutrition information. Claims resonating with young consumers–whether low-calorie or low-sugar claims to address obesity concerns, or high-protein, added vitamins/minerals, or naturally occurring benefits–should be communicated clearly either on-pack or through easily accessed websites via a QR code.

Beverage packaging, itself, is virtually expected to be environmentally friendly and recyclable or reusable, and noteworthy package innovation will take any eco-friendly concept to the next level, whether through the use of plant-based or recycled materials, the encouragement to reuse a product’s package, or biodegradability.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • More beverage packages made from plastic, aluminum
                      • Figure 1: Beverage launches by package material - Jan 2010 - Dec 2014
                    • Environmentally friendly packaging consistently a leading beverage claim
                      • Figure 2: Top five claims on US beverage introductions, 2010-14
                    • Sustainability's role in beverage package choice
                      • Figure 3: Labeling on beverages – Any agree, by generations, October 2014
                    • Preferences for recycling cross generations
                      • Figure 4: Important features for beverages – Any important, by generations, October 2014
                    • Health claims resonate with younger consumers
                      • Figure 5: Labeling on beverages – Any agree, by generations, October 2014
                    • On-pack health claims factor strongly in parental beverage choices
                      • Figure 6: Labeling on beverages – Any agree, by presence of children in household, October 2014
                    • Clear potential for see-through packaging
                      • Figure 7: Important features for beverages – Any important, by generations, October 2014
                    • Parents seeking single-serve, on-the-go options
                      • Figure 8: Important features for beverages – Any important, by presence of children in household, October 2014
                    • Hispanic consumers demanding healthy beverages
                      • Figure 9: Labeling on beverages – Any agree, by race/Hispanic origin, October 2014
                    • What we think
                    • Issues and Insights

                        • Bio-based packaging could be the next stage of sustainability
                          • Issues
                            • Insights
                              • Opportunity in QR communications
                                • Issue
                                  • Insight
                                    • Ever-evolving claims
                                      • Issues
                                        • Insight
                                        • Trend Application

                                            • Trend: Minimize Me
                                              • Trend: Secret, Secret
                                                • Trend: Access All Areas
                                                • Market Drivers

                                                  • Key points
                                                    • Recovering DPI fuels beverage sales
                                                      • Figure 10: Real disposable personal income, Jan 2007-Nov 2014
                                                    • Stricter rules for beverage claims and, potentially, GMOs
                                                      • Obesity continues to weigh on consumers
                                                        • Figure 11: American adults, by weight category, as determined by body mass index (BMI), 2008-May 2014
                                                    • Category Performance – Beverage Launches

                                                      • Key points
                                                        • Beverage introductions dip 11% in 2014
                                                          • Figure 12: Total beverage introductions, % change, by year, 2010-14
                                                        • Aluminum options nearly match plastic introductions
                                                          • Figure 13: Top 5 US alcoholic beverage introductions (%), by package material, 2010-14
                                                        • Kosher, environmentally friendly packaging top label claims for beverage introductions
                                                          • Figure 14: Top US beverage introductions (%), by claim, 2010-14
                                                      • Innovations and Innovators

                                                        • Packaging as art
                                                          • Cause packaging expands
                                                            • Sports, entertainment connect with beverage consumers
                                                            • Marketing Strategies

                                                              • Coke goes unique – And sustainable
                                                                • Absolut aims for the art
                                                                • Consumer Section – Beverage Packaging Preferences

                                                                  • Key points
                                                                    • Easy-open packages weigh prominently among almost two thirds of all consumers
                                                                        • Figure 15: Important features for beverages – Any important, by generations, October 2014
                                                                      • Personalized packaging resonates much more strongly with Millennials
                                                                          • Figure 16: Price-resilient features, by generations, October 2014
                                                                        • Higher income levels more likely to prefer glass beverage packages
                                                                            • Figure 17: Preferred packaging for beverages, by household income, October 2014
                                                                        • The Consumer – Beverage Packaging for Households with Children

                                                                          • Key points
                                                                            • Value sizes resonate with three-quarters of households with children
                                                                                • Figure 18: Important features for beverages – Any important, by presence of children in household, October 2014
                                                                              • Half of parents seek single-serve options
                                                                                  • Figure 19: Important features for beverages – Any important, by presence of children in household, October 2014
                                                                                • Just less than half of consumers associate plastic with on-the-go
                                                                                  • Figure 20: Perceptions of beverage packaging, by presence of children in household, October 2014
                                                                                  • Figure 21: Perceptions of beverage packaging, by presence of children in household, October 2014 (continued)
                                                                              • Consumer Section – Packaging and the Environment

                                                                                • Key points
                                                                                  • More than half of consumers seek recyclable beverage packaging
                                                                                      • Figure 22: Important features for beverages – Any important, by generations, October 2014
                                                                                    • Two thirds of Millennials wish more beverage packaging was biodegradable
                                                                                        • Figure 23: Labeling on beverages – Any agree, by generations, October 2014
                                                                                      • Plastic leads package preferences
                                                                                        • Figure 24: Preferred packaging for beverages, by generations, October 2014
                                                                                    • Consumer Section – Beverage Health Claims

                                                                                      • Key points
                                                                                        • Almost two thirds of younger consumers consider health claims
                                                                                            • Figure 25: Labeling on beverages – Any agree, by generations, October 2014
                                                                                          • Health claims resonate with three in five households with children
                                                                                              • Figure 26: Labeling on beverages – Any agree, by presence of children in household, October 2014
                                                                                            • Higher-income households more likely to pay attention to beverage health claims
                                                                                              • Figure 27: Labeling on beverages – Any agree, by household income, October 2014
                                                                                          • Race and Hispanic Origin

                                                                                            • Key points
                                                                                              • 71% of Hispanics seek a see-through package
                                                                                                • Figure 28: Important features for beverages – Any important, by race/Hispanic origin, October 2014
                                                                                                • Figure 29: Important features for beverages – Any unimportant, by race/Hispanic origin, October 2014
                                                                                                • Figure 30: Preferred packaging for beverages, by race/Hispanic origin, October 2014
                                                                                              • Beverage health claims resonate with nearly two thirds of Hispanics
                                                                                                • Figure 31: Labeling on beverages – Any agree, by race/Hispanic origin, October 2014
                                                                                              • More than a third of Hispanics accept aseptic package options
                                                                                                • Figure 32: Perceptions of beverage packaging, by race/Hispanic origin, October 2014
                                                                                              • Beverage pack design falls short with Hispanics
                                                                                                • Figure 33: Price-resilient features, by race/Hispanic origin, October 2014
                                                                                                • Figure 34: Labeling on beverages – Any agree, by race/Hispanic origin, October 2014
                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                              • Important beverage packaging features
                                                                                                • Figure 35: Important features for beverages, October 2014
                                                                                                • Figure 36: Important features for beverages – Any important, by gender, October 2014
                                                                                                • Figure 37: Important features for beverages – Any important, by region, October 2014
                                                                                                • Figure 38: Important features for beverages – Any important, by area, October 2014
                                                                                                • Figure 39: Important features for beverages – Any important, by household income, October 2014
                                                                                                • Figure 40: Important features for beverages – Any unimportant, by gender, October 2014
                                                                                                • Figure 41: Important features for beverages – Any unimportant, by generations, October 2014
                                                                                                • Figure 42: Important features for beverages – Any unimportant, by region, October 2014
                                                                                                • Figure 43: Important features for beverages – Any unimportant, by area, October 2014
                                                                                                • Figure 44: Important features for beverages – Any unimportant, by household income, October 2014
                                                                                                • Figure 45: Important features for beverages – Any unimportant, by presence of children in household, October 2014
                                                                                              • Preferred packaging forms
                                                                                                • Figure 46: Preferred packaging for beverages, by gender, October 2014
                                                                                                • Figure 47: Preferred packaging for beverages, by region, October 2014
                                                                                                • Figure 48: Preferred packaging for beverages, by area, October 2014
                                                                                                • Figure 49: Preferred packaging for beverages, by presence of children in household, October 2014
                                                                                              • Demands for beverage packaging
                                                                                                • Figure 50: Price-resilient features, by gender, October 2014
                                                                                                • Figure 51: Price-resilient features, by region, October 2014
                                                                                                • Figure 52: Price-resilient features, by area, October 2014
                                                                                                • Figure 53: Price-resilient features, by household income, October 2014
                                                                                                • Figure 54: Price-resilient features, by presence of children in household, October 2014
                                                                                                • Figure 55: Preferred packaging for beverages, by price-resilient features, October 2014
                                                                                                • Figure 56: Preferred packaging for beverages, by price-resilient features, October 2014 (continued)
                                                                                              • Beverage package opinions
                                                                                                • Figure 57: Perceptions of beverage packaging, October 2014
                                                                                                • Figure 58: Perceptions of beverage packaging, by gender, October 2014
                                                                                                • Figure 59: Perceptions of beverage packaging, by generations, October 2014
                                                                                                • Figure 60: Perceptions of beverage packaging, by race/Hispanic origin, October 2014
                                                                                                • Figure 61: Perceptions of beverage packaging, by region, October 2014
                                                                                                • Figure 62: Perceptions of beverage packaging, by area, October 2014
                                                                                                • Figure 63: Perceptions of beverage packaging, by household income, October 2014
                                                                                              • Opinions on beverage labelling
                                                                                                • Figure 64: Labeling on beverages, October 2014
                                                                                                • Figure 65: Labeling on beverages – Any agree, by gender, October 2014
                                                                                                • Figure 66: Labeling on beverages – Any agree, by region, October 2014
                                                                                                • Figure 67: Labeling on beverages – Any agree, by area, October 2014
                                                                                                • Figure 68: Labeling on beverages – Any agree, by presence of children in household, October 2014
                                                                                                • Figure 69: Preferred packaging for beverages, by labeling on beverages – Any agree, October 2014
                                                                                                • Figure 70: Preferred packaging for beverages, by labeling on beverages – Any agree, October 2014 (continued)
                                                                                            • Appendix – Trade Associations

                                                                                                • The Aluminum Association Inc.
                                                                                                  • American Beverage Association
                                                                                                    • The American Sustainable Business Council
                                                                                                      • Carton Council
                                                                                                        • Flexible Packaging Association
                                                                                                          • National Association for PET Container Resources
                                                                                                            • Institute of Food Technologists (IFT) – Food Packaging Group
                                                                                                              • Institute of Packaging Professionals (IoPP)
                                                                                                                • International Council of Beverages Associations (ICBA)
                                                                                                                  • International Society of Beverage Technologists
                                                                                                                    • Sustainable Packaging Coalition (SPC)
                                                                                                                      • World Packaging Organisation

                                                                                                                      Companies Covered

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                                                                                                                      Beverage Packaging Trends: Spotlight on Beverage Labeling - US - February 2015

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