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Beverage Packaging Trends - US - February 2010

During these tough economic times, it’s especially important to develop packaging that serves to maximize appeal among frugal and fickle consumers. It’s also evident that some companies have made substantial changes to their packaging approach in recent years that can give them a competitive advantage. Therefore, an analysis of packaging is important for firms trying to gain a competitive edge on both small and dominant beverage manufacturers.

This report provides a detailed and comprehensive analysis of key beverage packaging trends that can be used by manufacturers and agencies to create products and packaging that are likely to resonate with today’s consumer. The report addresses the following questions:

  • What are the most prominent trends in beverage packaging and how are these impacting consumer packaged goods (CPG) firms
  • How have companies responded to rising demand for guidance from consumers that can help them make healthier beverage choices
  • To what degree do consumers understand and trust health-related claims on beverage packaging
  • How is the sustainability trend impacting the beverage packaging industry and how much demand is there among consumers for eco-friendly packaging
  • What proportion of American consumers are willing to pay a premium for environmentally friendly packaging
  • How important are elements of convenience such as ease of holding and opening compared with other factors such as whether the container is recyclable
  • What is the frequency of consumer usage of plastic, aluminum, aseptic and glass single-serve, multipack and multi-serving containers among various demographic segments

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Table of contents

  1. Scope and Themes

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

                    • Sustainability: A primary driver of innovation
                      • Sustainable packaging: A Consumer Perspective
                        • Health and wellness: Demand for nutritional guidance on the rise
                          • Asians are among the most responsive to health claims and green packaging
                          • Insights and Opportunities

                            • Sustainable packaging industry growing quickly
                              • Sustainable nutrition trend shaping more product and package designs
                                • Obesity and the Obama factor
                                  • Consider the risk of redesigning packaging before launching initiatives
                                    • Brita and quality reusable bottles could become bigger threat in the future
                                      • Figure 1: Brita eco message ad, 2009
                                      • Figure 2: Brita’s better for the environment ad, 2010
                                  • Inspire Insights

                                    • Coca-Cola Packaged in a Plant?
                                      • What is it about?
                                        • What we’ve seen
                                          • Implications
                                            • Why not call it 100%?
                                              • What is it about?
                                                • What we’ve seen
                                                  • Implications
                                                  • Sustainability: A Primary Driver of Innovation

                                                    • Key points
                                                      • How are companies going green?
                                                        • Improving raw materials
                                                          • Lightweighting
                                                            • Recycling initiatives
                                                                • Figure 3: Coca-Cola Open Happiness ad, 2009
                                                              • Steady increase in recycling behavior reflects growing demand for eco-friendly packaging
                                                                • Figure 4: Recycling attitudes and behavior, 2002/03-2008/09
                                                              • Overall number of beverage launches dropped in 2009 but green packaging launches spiked
                                                                • Figure 5: Beverage launches in the U.S., 2004-09
                                                                • Figure 6: Launches of beverages with eco-friendly packaging in the U.S., 2004-09
                                                              • Green packaging becoming especially popular with marketers of soda and fruity drinks
                                                                • Figure 7: Launches of eco-friendly beverage packaging in the U.S., by beverage category, 2004-09
                                                            • Sustainable Packaging: A Consumer Perspective

                                                              • Key points
                                                                • Demand for green products remains strong, despite recession
                                                                    • Figure 8: Purchase frequency of green products, 2006-08
                                                                  • Mature adults more likely to recycle but demand for green products strong among young adults
                                                                      • Figure 9: Recycling attitudes and behavior, by education level, July 2007-September 2008
                                                                    • Over-55s somewhat more likely to recycle
                                                                        • Figure 10: Recycling attitudes and behavior, by age, 2009
                                                                      • Most want recyclable, lightweight packaging made with minimal materials
                                                                          • Figure 11: Importance of beverage packaging features, by age, November 2009
                                                                        • Women and young adults generally more willing to pay a premium for green packaging
                                                                            • Figure 12: Willingness to pay more for eco-friendly packaging, by gender, November 2009
                                                                            • Figure 13: Willingness to pay more for eco-friendly packaging, by age, November 2009
                                                                        • Sustainability: Innovations and Innovators

                                                                          • Some companies emphasize a sustainable, nutrition positioning to optimize appeal
                                                                          • Health and Wellness: Nutritional Guidance

                                                                            • Key points
                                                                              • Record-high rates of obesity drive demand for portion control and guidance
                                                                                  • Figure 14: Trended nationwide (states, DC, and territories) incidence of overweight and obesity, 1995-2007
                                                                                • Southern states have especially high rates of obesity
                                                                                  • Figure 15: Highest average state obesity rates (BMI>27.4), by state, 2007
                                                                                • Women more likely to feel overweight and use wellness products
                                                                                  • Figure 16: Perception of weight relative to height, by gender, January 2009
                                                                                • Various health claims can be emphasized on packaging to create gender-specific appeal
                                                                                  • Figure 17: Reasons for watching diet, by gender, July 2007-September 2008
                                                                                • Need for more fruit and vegetables drives demand for better-for-you beverages and packaging
                                                                                  • Figure 18: Average daily per capita calories consumed*, by food group, 1970-2004
                                                                                • Young adults more likely to drink bottled water and use “natural” products
                                                                                  • Figure 19: Use of bottled water, natural and organic beverages, by age, November 2009
                                                                                • Affluents more likely to buy bottled water and live a healthy lifestyle
                                                                                  • Figure 20: Use of bottled water, natural and organic beverages, by household income, November 2009
                                                                                • Most shoppers want clear health-related messaging that is easy to find and read
                                                                                  • Figure 21: Important aspects of beverage labeling, by age, November 2009
                                                                                • More than half of consumers don’t trust company claims
                                                                                    • Figure 22: Opinions about beverage labeling, by age, November 2009
                                                                                  • Affluents somewhat more likely to understand and trust labeling
                                                                                    • Figure 23: Opinions about beverage labeling, by household income, November 2009
                                                                                  • Only one in four consumers agree that beverage companies should be able to label products as “nutritious”
                                                                                    • Figure 24: Trust in organizations on health and wellness labeling, by age, November 2009
                                                                                • Health and Wellness: Labeling Systems

                                                                                  • Smart Choices: High Hopes Disappointed
                                                                                    • Sensible Solutions
                                                                                      • Smart Spot
                                                                                        • Safeway’s Eating Right
                                                                                        • Health and Wellness: Innovations and Innovators

                                                                                          • Packaging of better-for-you kids’ products often very innovative
                                                                                            • Bagged smoothies unique, likely to capture the attention of curious kids
                                                                                              • Round/globe shapes for healthy beverages becoming more common
                                                                                                • Smaller, concentrated beverages becoming more popular
                                                                                                • Convenience: A Consumer Perspective

                                                                                                  • Key points
                                                                                                    • Convenience and usability often trump sustainability
                                                                                                        • Figure 25: Maxwell House flavor-lock lid ad, 2009
                                                                                                        • Figure 26: Importance of beverage packaging features, by age, November 2009
                                                                                                    • Convenience: Innovations and Innovators

                                                                                                      • Ergonomic designs provide added convenience
                                                                                                        • Mixes and concentrates becoming more common
                                                                                                          • Highly concentrated functional beverages epitomize ease of transport
                                                                                                          • Beverage Consumption in the Household

                                                                                                              • Key points
                                                                                                                • Young adults generally more likely to consume soda, bottled water and energy drinks
                                                                                                                  • Figure 27: Non-alcoholic beverage purchases, by age, November 2009
                                                                                                                • Young adults heavy users of single-size containers
                                                                                                                  • Figure 28: Use of single-serving containers, by age, November 2009
                                                                                                                • Over-55s somewhat less likely to purchase multipacks
                                                                                                                  • Figure 29: Use of multi-serving containers, by age, November 2009
                                                                                                                • Older respondents somewhat more likely to buy larger containers
                                                                                                                  • Figure 30: Use of multi-serving size packages, by age, November 2009
                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                • Key points
                                                                                                                  • Asians more likely to report using better-for-you options
                                                                                                                    • Figure 31: Use of bottled water, natural and organic beverages, by race/Hispanic origin, November 2009
                                                                                                                  • Asians more likely to state that clarity of nutritional and eco-friendly claims are important
                                                                                                                    • Figure 32: Important aspects of beverage labeling, by race/Hispanic origin, November 2009
                                                                                                                  • Asians more likely to report trusting health claims
                                                                                                                    • Figure 33: Opinions about beverage labeling, by race/Hispanic origin, November 2009
                                                                                                                  • Asians more likely to prefer recyclable, minimalistic packaging
                                                                                                                    • Figure 34: Importance of beverage packaging features, by race/Hispanic origin, November 2009
                                                                                                                  • Asians and Hispanics generally most willing to pay a premium for eco-friendly packaging
                                                                                                                    • Figure 35: Willingness to pay more for eco-friendly packaging, by race/Hispanic origin, November 2009
                                                                                                                • Custom Consumer Groups

                                                                                                                  • Mature females and Asians of all ages recycle but blacks generally less likely to do so
                                                                                                                      • Figure 36: Recycling attitudes and behavior, by custom consumer groups, 2009
                                                                                                                    • Upscale professionals more likely to recycle and feel a duty to do so
                                                                                                                        • Figure 37: Recycling attitudes and behavior, by Mosaic segments most likely to recycle, 2009
                                                                                                                      • Young women and young Hispanics most likely to pay premium for eco-friendly package; mature males resistant to premiums
                                                                                                                          • Figure 38: Willingness to pay more for eco-friendly packaging*, by custom consumer groups most and least willing to pay a premium, November 2009
                                                                                                                        • Women somewhat more likely to value easy-to-hold packages
                                                                                                                            • Figure 39: Importance of ease of holding and portability, by custom consumer groups, November 2009
                                                                                                                        • Cluster Analysis

                                                                                                                            • Grabbers
                                                                                                                              • Packagers
                                                                                                                                • Clarifiers
                                                                                                                                  • Cluster characteristics
                                                                                                                                    • Figure 40: Beverage packaging clusters, November 2009
                                                                                                                                    • Figure 41: Opinions about beverage labeling, by beverage packaging clusters, November 2009
                                                                                                                                    • Figure 42: Use of single-serving and multi-serving containers, by beverage packaging clusters, November 2009
                                                                                                                                    • Figure 43: Important aspects of beverage labeling, by beverage packaging clusters, November 2009
                                                                                                                                    • Figure 44: Importance of beverage packaging features, by beverage packaging clusters, November 2009
                                                                                                                                  • Cluster demographics
                                                                                                                                    • Figure 45: Beverage packaging clusters, by gender, November 2009
                                                                                                                                    • Figure 46: Beverage packaging clusters, by age, November 2009
                                                                                                                                    • Figure 47: Beverage packaging clusters, by household income, November 2009
                                                                                                                                    • Figure 48: Beverage packaging clusters, by race, November 2009
                                                                                                                                    • Figure 49: Beverage packaging clusters, by Hispanic origin, November 2009
                                                                                                                                  • Cluster methodology
                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                    • Beverage packaging/labeling/consumption and attitudes, by household income
                                                                                                                                      • Figure 50: Trust in organizations on health and wellness labeling, by household income, November 2009
                                                                                                                                      • Figure 51: Important aspects of beverage labeling, by household income, November 2009
                                                                                                                                      • Figure 52: Willingness to pay more for eco-friendly packaging, by household income, November 2009
                                                                                                                                      • Figure 53: Use of non-alcoholic beverage, by household income, November 2009
                                                                                                                                      • Figure 54: Use of single-serving containers, by household income, November 2009
                                                                                                                                      • Figure 55: Use of multi-serving containers, by household income, November 2009
                                                                                                                                      • Figure 56: Use of multi-serving size packages, by household income, November 2009
                                                                                                                                    • Beverage consumption by product sector and packaging type, by race/Hispanic origin
                                                                                                                                      • Figure 57: Non-alcoholic beverage purchases, by race/Hispanic origin, November 2009
                                                                                                                                      • Figure 58: Use of multipacks, by race/Hispanic origin, November 2009
                                                                                                                                      • Figure 59: Use of multi-serving size packages, by race/Hispanic origin, November 2009
                                                                                                                                      • Figure 60: Use of single-serving containers, by race/Hispanic origin, November 2009
                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                    Companies Covered

                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                    • American Beverage Association, The
                                                                                                                                    • American Dietetic Association (ADA)
                                                                                                                                    • American Heart Association, Inc.
                                                                                                                                    • American Medical Association (AMA)
                                                                                                                                    • Aseptic Packaging Council (APC)
                                                                                                                                    • Campbell Soup Company
                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                    • Earthbound Farm
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • Food and Drug Administration
                                                                                                                                    • Gatorade
                                                                                                                                    • General Mills Inc
                                                                                                                                    • Greenfield Online
                                                                                                                                    • Institute of Food Technologists (IFT)
                                                                                                                                    • Institute of Packaging Professionals (IoPP)
                                                                                                                                    • Kellogg Company
                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                    • McCormick Distilling Co. Inc.
                                                                                                                                    • Nestlé Waters North America Inc.
                                                                                                                                    • PepsiCo Inc
                                                                                                                                    • Safeway Inc
                                                                                                                                    • Starbucks Corporation
                                                                                                                                    • The Kroger Co.
                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                    • U.S. Environmental Protection Agency
                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                    • Wm. Bolthouse Farms Inc.

                                                                                                                                    Beverage Packaging Trends - US - February 2010

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