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Beverage Packaging Trends - US - February 2011

While 2009 was an off year for new product launches in the beverage sector, 2010 saw a significant uptick, demonstrating the variety of approaches companies are taking to re-engage the thirsty consumer.

In terms of beverage packaging and labels—the focus of this report—today’s beverage shoppers indicate a need for simple, readable beverage labels and yet at the same time want to be provided with many pieces of product information. Nutrition and health claims are important in this market as in so many others. Environmental matters are receiving the attention of manufacturers, trade groups, government entities, and increasingly eco-conscious consumers.

In this report, Mintel will provide in-depth analysis on topics including:

  • What beverage packaging types consumers are buying, and what manufacturers of alcoholic and non-alcoholic beverages are emphasizing
  • What population and economic trends are demanding of beverage manufacturers, especially growth in the U.S. populations of aging consumers and Asian and Hispanic groups
  • The innovations that are being seen in beverage packaging and label claims, led by the creative efforts of marketers of wine and other alcoholic beverages, and demonstrated in a large number of new beverage product launches
  • The latest advertising and marketing messages employed by beverage producers as they respond to environmental pressures and evolving consumer attitudes
  • Who among all beverage consumers place the most importance on nutrition and health-related claims, as well as environmentally-friendly packaging

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Table of contents

  1. Scope and Themes

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

                    • Materials of choice and their recycling potential
                      • Aging population grows, urban/youthful consumers set trends
                        • A tidal wave of beverage product launches
                          • Marketing eco-friendly packages, natural sweeteners, new functionality
                            • Consumers thirst for health and nutrition info, convenient recycling
                              • Beverage labeling and package feature priorities
                              • Insights and Opportunities

                                • Global environmental considerations
                                  • Follow wine’s lead
                                    • Make “natural” claims more meaningful
                                      • Build participation in recycling among 18-24s and low-income households
                                      • Inspire Insights

                                          • Trend: Boomerang Generation
                                          • Beverage Consumption in the Household

                                            • Key points
                                              • Any size and multipack, plastic containers are accepted
                                                • Eco-friendly initiatives
                                                  • Figure 1: Beverage consumption in the household, October/November 2010
                                                • Single-serve beverage usage
                                                  • Figure 2: Single-serve beverage consumption in the household, by age, October/November 2010
                                                • Multipack beverage usage
                                                  • Figure 3: Multipack beverage consumption in the household, by age, October/November 2010
                                                • Multiserving beverage usage
                                                  • Figure 4: Multiserving beverage consumption in the household, by age, October/November 2010
                                              • Market Drivers

                                                • Aging and young adult populations growing, make different demands
                                                  • Figure 5: Population by age, 2006-16
                                                • Urban population skews younger, sets trends
                                                  • Figure 6: Median age of the population
                                                • Population growth is fueled by Asians and Hispanics
                                                  • Figure 7: Population by race and Hispanic origin, 2006-16
                                                • Beverage market is buoyed to some extent by sluggish economy
                                                    • Figure 8: Real disposable income, 2007-10
                                                    • Figure 9: Unemployment and underemployment, Jan 2007-Sept 2010
                                                  • Plastic resin supply economics impact soda prices
                                                  • Innovations and Innovators

                                                    • Key points
                                                      • Overview
                                                        • New product launches, especially alcoholic beverages, jump in 2009-10
                                                          • Figure 10: New product launches in the beverages market, 2005-10
                                                        • Ready-to-drink (RTD) product launches grow, creating need for container innovation
                                                          • Figure 11: New product launches in the beverages market, by category/subcategory, 2005-10
                                                        • New beverage launches stake out earth-friendly territory
                                                          • Figure 12: New product launches in the beverages market, by category/claim, 2005-10
                                                        • Bottles dominate across beverage packaging types
                                                          • Figure 13: New product launches in the beverages market, by packaging type/material, 2005-10
                                                        • Product innovations
                                                          • Old-time, retro labels and designs
                                                            • Modern, unusual design
                                                              • Simplicity
                                                                • Seasonal packaging and products
                                                                  • Blurring the boundaries
                                                                    • Stereotypical product type/package shape combinations
                                                                    • Marketing Strategies

                                                                      • Coca-Cola’s global, eco-friendly packaging innovations
                                                                        • PepsiCo and natural sugar claims
                                                                          • Gatorade rebranding translates into multiple packages
                                                                          • Beverage Health and Nutrition Claims

                                                                              • Key points
                                                                                • Overview
                                                                                  • Beverage health and nutrition claims
                                                                                    • Figure 14: Opinions toward beverage labeling, by age, October/November 2010
                                                                                    • Figure 15: Opinions toward beverage labeling, by household income, October/November 2010
                                                                                    • Figure 16: Opinions toward beverage labeling, by educational level, October/November 2010
                                                                                  • Who consumers trust in beverage health and nutrition claims
                                                                                    • Figure 17: Trust in beverage health and nutrition claims, by gender, October/November 2010
                                                                                    • Figure 18: Trust in beverage health and nutrition claims, by age, October/November 2010
                                                                                    • Figure 19: Trust in beverage health and nutrition claims, by household income, October/November 2010
                                                                                • Importance of Beverage Packaging Features

                                                                                    • Key points
                                                                                      • Importance of beverage packaging features
                                                                                        • Youth emphasizes style over recyclable substance
                                                                                            • Figure 20: Importance of beverage packaging features, by age, October/November 2010
                                                                                            • Figure 21: Importance of beverage packaging features, by presence of children, October/November 2010
                                                                                            • Figure 22: Importance of beverage packaging features, by geography, October/November 2010
                                                                                        • Importance of Beverage Packaging Claims and Labels

                                                                                            • Key points
                                                                                              • Claims that influence the beverage purchase decision
                                                                                                • Figure 23: Claims that influence the beverage purchase decision, by gender, October/November 2010
                                                                                                • Figure 24: Claims that influence the beverage purchase decision, by age, October/November 2010
                                                                                                • Figure 25: Claims that influence the beverage purchase decision, by household income, October/November 2010
                                                                                                • Figure 26: Claims that influence the beverage purchase decision, by geography, October/November 2010
                                                                                              • Important aspects of beverage labeling
                                                                                                • Figure 27: Important aspects of beverage labeling, by gender, October/November 2010
                                                                                                • Figure 28: Important aspects of beverage labeling, by age, October/November 2010
                                                                                                • Figure 29: Important aspects of beverage labeling, by geography, October/November 2010
                                                                                            • Interest in and Price Acceptance of Eco-Friendly Packaging

                                                                                              • Key points
                                                                                                • Attitudes and behaviors in alignment
                                                                                                  • Recycling efforts—beverage containers
                                                                                                    • Figure 30: Recycling efforts, by age, April 2009-June 2010
                                                                                                  • Attitudes toward recycling, eco-friendly products, and the environment
                                                                                                    • Figure 31: Attitudes toward recycling and eco-friendly products, by age, April 2009-June 2010
                                                                                                    • Figure 32: Attitudes toward recycling and eco-friendly products, by household income, April 2009-June 2010
                                                                                                  • Claims that influence the beverage purchase decision—eco-friendly
                                                                                                    • Figure 33: Claims that influence the beverage purchase decision (eco-friendly), by various demographics, October/November 2010
                                                                                                  • Willingness to pay more for eco-friendly packaging
                                                                                                    • Figure 34: Willingness to pay more for eco-friendly packaging, October/November 2010
                                                                                                    • Figure 35: Willingness to pay more for eco-friendly packaging, by gender, October/November 2010
                                                                                                    • Figure 36: Willingness to pay more for eco-friendly packaging, by age, October/November 2010
                                                                                                    • Figure 37: Willingness to pay more for eco-friendly packaging, by geography, October/November 2010
                                                                                                • Impact of Race and Hispanic Origin

                                                                                                  • Key points
                                                                                                    • Believing in the possibility of healthier lives, better environment
                                                                                                      • Who consumers trust in beverage health and nutrition claims
                                                                                                        • Figure 38: Trust in beverage health and nutrition claims, by race/Hispanic origin, October/November 2010
                                                                                                      • Claims that influence the beverage purchase decision
                                                                                                        • Figure 39: Claims that influence the beverage purchase decision, by race/Hispanic origin, October/November 2010
                                                                                                      • Important aspects of beverage labeling
                                                                                                        • Figure 40: Important aspects of beverage labeling, by race/Hispanic origin, October/November 2010
                                                                                                      • Attitudes toward recycling, eco-friendly products, and the environment
                                                                                                        • Figure 41: Attitudes toward recycling and eco-friendly products, by race/Hispanic origin, April 2009-June 2010
                                                                                                      • Willingness to pay more for eco-friendly packaging
                                                                                                        • Figure 42: Willingness to pay more for eco-friendly packaging, by race/Hispanic origin, October/November 2010
                                                                                                    • Cluster Analysis

                                                                                                        • Universalists
                                                                                                          • Demographics
                                                                                                            • Characteristics
                                                                                                              • Opportunity
                                                                                                                • Functionalists
                                                                                                                  • Demographics
                                                                                                                    • Characteristics
                                                                                                                      • Opportunity
                                                                                                                        • Accessers
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Cluster characteristics
                                                                                                                                  • Figure 43: Beverage packaging clusters, October/November 2010
                                                                                                                                  • Figure 44: Important aspects of beverage labeling, by beverage packaging clusters, October/November 2010
                                                                                                                                  • Figure 45: Opinions toward beverage labeling, by beverage packaging clusters, October/November 2010
                                                                                                                                  • Figure 46: Importance of beverage packaging features, by beverage packaging clusters, October/November 2010
                                                                                                                                • Cluster demographics
                                                                                                                                  • Figure 47: Beverage packaging clusters, by gender, October/November 2010
                                                                                                                                  • Figure 48: Beverage packaging clusters, by age group, October/November 2010
                                                                                                                                  • Figure 49: Beverage packaging clusters, by household income, October/November 2010
                                                                                                                                  • Figure 50: Beverage packaging clusters, by race, October/November 2010
                                                                                                                                  • Figure 51: Beverage packaging clusters, by Hispanic origin, October/November 2010
                                                                                                                                • Cluster methodology
                                                                                                                                • Custom Consumer Groups

                                                                                                                                  • Key points
                                                                                                                                    • Attitudes toward beverage packaging and claims/labeling
                                                                                                                                      • Importance of beverage packaging features
                                                                                                                                          • Figure 52: Importance of beverage packaging features, by gender and age, October/November 2010
                                                                                                                                        • Claims that influence the beverage purchase decision
                                                                                                                                            • Figure 53: Claims that influence the beverage purchase decision, by gender and household income, October/November 2010
                                                                                                                                          • Important aspects of beverage labeling
                                                                                                                                              • Figure 54: Important aspects of beverage labeling, by gender and age, October/November 2010
                                                                                                                                            • Attitudes toward eco-friendly concerns and purchase behavior
                                                                                                                                              • Attitudes toward recycling, eco-friendly products, and the environment
                                                                                                                                                • Figure 55: Attitudes toward recycling and eco-friendly products, by gender and age, April 2009-June 2010
                                                                                                                                              • Willingness to pay more for eco-friendly packaging
                                                                                                                                                • Figure 56: Willingness to pay more for eco-friendly packaging, by gender and household income, October/November 2010
                                                                                                                                                • Figure 57: Willingness to pay more for eco-friendly packaging, by gender and age, October/November 2010
                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                • Figure 58: Importance of beverage packaging features, by household income, October/November 2010
                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Amazon North America
                                                                                                                                              • American Beverage Association, The
                                                                                                                                              • American Heart Association, Inc.
                                                                                                                                              • Boulevard Brewing Co.
                                                                                                                                              • Campbell Soup Company
                                                                                                                                              • Cargill Incorporated
                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                              • Crate & Barrel
                                                                                                                                              • Dr Pepper Snapple Group, Inc.
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Federal Trade Commission
                                                                                                                                              • Food and Drug Administration
                                                                                                                                              • Food Marketing Institute
                                                                                                                                              • Gatorade
                                                                                                                                              • GNC Corporation
                                                                                                                                              • Goodby, Silverstein & Partners
                                                                                                                                              • Grocery Manufacturers of America (GMA)
                                                                                                                                              • Harrah's Entertainment Inc.
                                                                                                                                              • Honest Tea Inc.
                                                                                                                                              • Institute of Food Technologists (IFT)
                                                                                                                                              • Institute of Packaging Professionals (IoPP)
                                                                                                                                              • IZZE Beverage Co.
                                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                                              • Newman's Own Inc.
                                                                                                                                              • Odwalla Inc.
                                                                                                                                              • PepsiCo Inc
                                                                                                                                              • Republic of Tea Inc., The
                                                                                                                                              • Tropicana Products Inc.
                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                              • Whole Foods Market Inc

                                                                                                                                              Beverage Packaging Trends - US - February 2011

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