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Beverage Packaging Trends - US - February 2013

“Despite beverage companies’ dedication to innovative and intriguing packaging designs, consumers continue to prioritize price and familiar brands when beverage shopping. As the U.S. rebounds from the economic recession, limited-edition designs have an opportunity to seize newly regained disposable income, especially among Millennials. Interactivity also presents an opportunity, in particular with smartphone users who have easy access to information on-the-go.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • What aspects of beverage packaging are most important to shoppers?
  • Is price still king for recession-shocked consumers?
  • Who is benefiting from environmentally friendly packaging, really?
  • What came first: the product or the package?
  • What are the most effective on-package online prompts?

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • After a recessionary dip, beverage launches on the upswing
                          • Figure 1: U.S. beverage launches, 2007-12
                        • Alcoholic beverage launches fueling industry introductions
                          • Figure 2: U.S. beverage launches, by category, January-December 2007, 2009, and 2012
                        • Glass outshines competition as leading primary package material
                          • Figure 3: U.S. beverage launches, by material, January-December 2007, 2009, and 2012
                        • Market factors
                          • Obesity rates remain stagnant, requiring more proactive packaging designs
                            • Figure 4: American adults, by weight category, as determined by BMI, 2008-12
                          • More ergonomic, user-friendly designs needed to address arthritic consumers
                            • Interactive packaging likely to increase with the rise of smartphones
                              • Consumers are slightly more opinionated about recycling than actually active
                                • The consumer
                                  • All generations look for health, nutrition information on packaging
                                    • Figure 5: Personal attitudes toward packaging, by generation, November 2012
                                  • Price remains a top priority, but some can be swayed by design, functionality
                                    • Figure 6: Important attributes influencing non-alcoholic beverage purchases, November 2012
                                  • Women over index compared to men on priority of green initiatives
                                    • Figure 7: Attitudes and opinions about the environment, by gender, April 2011-June 2012
                                  • Consumers most likely to associate packaging materials as recyclable, portable
                                    • Figure 8: Attitudes toward non-alcoholic beverage packaging materials, November 2012
                                  • Glass also takes top spot in alcoholic beverage category
                                    • Figure 9: Purchase of alcoholic beverage packaging types, November 2012
                                  • Alcoholic beverage brand more important than other product, packaging attributes
                                    • Figure 10: Important attributes influencing alcoholic beverage purchases, November 2012
                                  • What we think
                                  • Issues in the Market

                                      • What aspects of beverage packaging are most important to shoppers?
                                        • Is price still king for recession-shocked consumers?
                                          • Who is benefiting from environmentally friendly packaging, really?
                                            • What came first: the product or the package?
                                              • What are the most effective on-package online prompts?
                                              • Insights and Opportunities

                                                • Portion control, nutrition information for obesity
                                                  • Packaging that provides caloric activity equivalents
                                                    • Ergonomic packaging for elderly, arthritic patients
                                                      • Premium still has an audience—of one?
                                                        • Encourage recycling through programs, product partnerships
                                                          • QR codes give easy access to company information, programs
                                                          • Trend Applications

                                                              • Trend: Hungry Planet
                                                                • Trend: Objectify
                                                                  • 2015 Trend: Old Gold
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Disposable personal income on the increase, could boost purchases
                                                                        • Figure 11: Real disposable personal income, January 2007-November 2012
                                                                      • Proactive packaging required as obesity weighs heavily on U.S.
                                                                        • Figure 12: American adults, by weight category, as determined by BMI, 2008-12
                                                                      • Prevalence of arthritis will drive need for more ergonomic designs
                                                                        • Figure 13: U.S. population aged 18 or older, by age, 2008, 2013, 2018
                                                                      • Dominance of smartphones could lead to more demand for interactivity
                                                                        • Figure 14: Cell phone ownership, by age, August 2011-March 2012
                                                                        • Figure 15: Features used on cell phone in last 30 days, by age, August 2011-March 2012
                                                                      • Showing need for improvement, just more than half of Americans recycle
                                                                        • Figure 16: Any household recycling, by packaging type, April 2007-June 2012
                                                                        • Figure 17: attitudes and opinions toward packaging and recycling, April 2007-June 2012
                                                                        • Figure 18: Any household recycling, by age, April 2011-June 2012
                                                                        • Figure 19: Any household recycling, April 2011-June 2012
                                                                    • Category Performance—Beverage Launches

                                                                      • Key points
                                                                        • Alcohol innovation fuels upswing in launches, use of glass
                                                                          • Figure 20: Total U.S. beverage introductions, by year, 2007-12
                                                                          • Figure 21: Total U.S. beverage launches, by category, 2007, 2009, and 2012
                                                                          • Figure 22: Total U.S. beverage launches, by package material, 2007, 2009, and 2012
                                                                        • Wine, beer dominates glass introductions in 2012
                                                                          • Figure 23: U.S. beverage introductions packaged in glass (colored and plain), by category, 2012
                                                                          • Figure 24: U.S. alcoholic beverage introductions in glass (colored and plain), by subcategory, 2012
                                                                        • Plastic favored in 2012 by juice, beverage concentrates, water
                                                                          • Figure 25: U.S. beverage introductions packaged in plastic (all types), by category, 2012
                                                                          • Figure 26: U.S. beverage introductions in plastic packaging, by plastic material type, 2012
                                                                        • Aluminum a key choice for beer, soft drinks; hot drinks opt for steel
                                                                          • Figure 27: U.S. beverage introductions packaged in metal (aluminum and steel), by category, 2012
                                                                        • Hot beverages lead flexible, paper-based package introductions in 2012
                                                                          • Figure 28: U.S. beverage introductions packaged in foil or metallized film, by subcategory, 2012
                                                                          • Figure 29: U.S. beverage introductions in paper-based packaging, by subcategory, 2012
                                                                          • Figure 30: U.S. beverage introductions in paper-based packaging, by packaging material type, 2012
                                                                        • Multipacks often opt for paper-based cartons
                                                                          • Figure 31: U.S. beverage introductions, by secondary packaging type, 2012
                                                                          • Figure 32: U.S. beverage introductions, by secondary packaging material, 2012
                                                                      • Innovations and Innovators

                                                                        • Resealable innovations refresh brands
                                                                          • Advancements in aluminum provide new, but familiar billboards
                                                                            • Creative, literal shapes help drinks stand apart
                                                                              • Consumer-activated packaging advances the idea of ‘fresh’
                                                                                • Pouches morph from kids only to adult-friendly beverages
                                                                                  • Designs that are ahead—or purposefully behind—the times, trends
                                                                                    • Global innovations offer importable insights
                                                                                    • Marketing Strategies

                                                                                        • Brand analysis: Mountain Dew
                                                                                            • Figure 33: Mountain Dew, television ad, 2012
                                                                                            • Figure 34: Mountain Dew, television ad, 2012
                                                                                          • Brand analysis: Coors Light
                                                                                            • Figure 35: Coors Light, television ad, 2012
                                                                                            • Figure 36: Coors Light, television ad, 2012
                                                                                          • Brand analysis: Dasani
                                                                                            • Figure 37: Dasani, television ad, 2012
                                                                                          • Brand analysis: Folgers instant coffee
                                                                                            • Figure 38: Folgers, television ad, 2012
                                                                                        • Attitudes and Behaviors Toward Beverage Packaging

                                                                                          • Key points
                                                                                            • Health, nutrition tops packaging priorities among shoppers
                                                                                              • Figure 39: Personal attitudes toward packaging, by grocery shopping responsibilities, November 2012
                                                                                            • Baby Boomers more concerned about health, environment than design
                                                                                              • Figure 40: Personal attitudes toward packaging, by generation, November 2012
                                                                                            • Functionality, sustainability important to consumers of all ages
                                                                                              • Figure 41: Attitudes toward functionality and sustainability of beverage packaging, by age, November 2012
                                                                                            • Most consumers are able to locate pertinent information on packaging
                                                                                              • Figure 42: Attitudes and behaviors toward beverage package labeling, by age, November 2012
                                                                                            • QR codes, online links preferred by young consumers, Hispanics
                                                                                              • Figure 43: Attitudes and behaviors toward beverage packaging, by age, November 2012
                                                                                              • Figure 44: Attitudes and behaviors toward beverage packaging, by race/Hispanic origin, November 2012
                                                                                            • Packaging featuring celebrities appeals to men aged 18-34, minorities
                                                                                              • Figure 45: Attitudes toward packaging featuring celebrities, by gender and age, November 2012
                                                                                              • Figure 46: Attitudes toward packaging featuring celebrities, by race/Hispanic origin, November 2012
                                                                                            • Women respond well to green initiatives, younger men skeptical
                                                                                              • Figure 47: Attitudes and opinions about the environment, by gender, April 2011-June 2012
                                                                                              • Figure 48: Attitudes and opinions about the environment, by gender and age, April 2011-June 2012
                                                                                            • Recycling rates among blacks show room for improvement
                                                                                              • Figure 49: Attitudes, opinions, and interests, by race/Hispanic origin, April 2011-June 2012
                                                                                              • Figure 50: Any household recycling net, by race/Hispanic origin, April 2011-June 2012
                                                                                          • Important Attributes of Packaging Materials

                                                                                            • Key points
                                                                                              • Recyclable, portable most common attributes of primary materials
                                                                                                • Figure 51: Attitudes toward non-alcoholic beverage packaging materials, November 2012
                                                                                              • Glass
                                                                                                • Women 55+ give glass the highest marks, show preference compared to plastic
                                                                                                  • Figure 52: Attitudes toward glass non-alcoholic beverage packaging, by gender and age, November 2012
                                                                                                • Higher income consumers have higher opinion about glass packaging
                                                                                                  • Figure 53: Attitudes toward glass non-alcoholic beverage packaging, by household income, November 2012
                                                                                                • Plastic
                                                                                                  • Portable, value top terms associated with plastic beverage packaging
                                                                                                    • Figure 54: Attitudes toward plastic non-alcoholic beverage packaging, by gender and age, November 2012
                                                                                                  • Plastic more likely to be viewed as traditional, quality by lower income consumers
                                                                                                    • Figure 55: Attitudes toward plastic non-alcoholic packaging, by household income, November 2012
                                                                                                  • Black, Hispanic consumers attribute positive qualities to plastic
                                                                                                    • Figure 56: Attitudes toward plastic non-alcoholic packaging, by race/Hispanic origin, November 2012
                                                                                                  • Aluminum
                                                                                                    • Mature consumers see aluminum’s green appeal
                                                                                                      • Figure 57: Attitudes toward aluminum non-alcoholic packaging, by age, November 2012
                                                                                                    • Pouches and other flexible beverage packaging
                                                                                                      • Women have highest opinion of flexible packaging
                                                                                                        • Figure 58: Attitudes toward flexible non-alcoholic packaging, by gender and age, November 2012
                                                                                                      • Blacks find the silver lining in flexible beverage packaging
                                                                                                        • Figure 59: Attitudes toward flexible non-alcoholic packaging, by race/Hispanic origin, November 2012
                                                                                                      • Cartons and aseptic beverage packaging
                                                                                                        • Cartons have near universal appeal among age ranges
                                                                                                          • Figure 60: Attitudes toward carton non-alcoholic beverage packaging, by age, November 2012
                                                                                                        • Women have more positive views about aseptic compared to men
                                                                                                          • Figure 61: Attitudes toward aseptic non-alcoholic packaging, by gender and age, November 2012
                                                                                                        • Black consumers see the value of aseptic packaging beyond portability
                                                                                                          • Figure 62: Attitudes toward aseptic non-alcoholic packaging, by race/Hispanic origin, November 2012
                                                                                                      • Attributes Influencing Non-Alcoholic Purchases

                                                                                                        • Key points
                                                                                                          • Price may be key, but shoppers also care about design, functionality
                                                                                                            • Figure 63: Attributes influencing non-alcoholic purchases, by attitudes toward packaging, November 2012
                                                                                                          • Younger consumers looking for products that deliver on all priorities
                                                                                                            • Figure 64: Important attributes influencing non-alcoholic beverage purchases, by age, November 2012
                                                                                                          • Healthy, single-serving has age-spanning appeal
                                                                                                            • Price concerns Midwesterners, while Westerners care about health, Earth
                                                                                                              • Figure 65: Important attributes influencing non-alcoholic beverage purchases, by region, November 2012
                                                                                                          • Purchase of Alcoholic Beverage Packaging Types

                                                                                                            • Key points
                                                                                                              • Glass outshines competition in alcoholic beverage package options
                                                                                                                • Figure 66: Purchase of alcoholic beverage packaging types, November 2012
                                                                                                              • Aluminum has opportunity to grow in imported, craft beer segment
                                                                                                                • Figure 67: Domestic beer purchases, by material, by generation, November 2012
                                                                                                                • Figure 68: Imported beer purchases, by material, by generation, November 2012
                                                                                                                • Figure 69: Craft beer purchase, by material, by generation, November 2012
                                                                                                              • Younger consumers relatively open to the range of wine packages
                                                                                                                • Figure 70: Wine purchases, by material, by age, November 2012
                                                                                                              • Wine cartons popular across income levels, offering opportunity
                                                                                                                • Figure 71: Wine purchase, by material, by household income, November 2012
                                                                                                              • Men aged 21-34 most open to variations in spirits packaging
                                                                                                                • Figure 72: Spirits purchase, by material, by gender and age, November 2012
                                                                                                              • Pouches squeeze into ready-to-drink cocktail market
                                                                                                                • Figure 73: Purchases of ready-to-drink cocktails, by materials, by age, November 2012
                                                                                                                • Figure 74: Flavored malt beverage purchases, by material, by age, November 2012
                                                                                                            • Attributes Influencing Alcoholic Purchases

                                                                                                              • Key points
                                                                                                                • Alcohol buyers searching for gift sets, recipe or pairing suggestions
                                                                                                                  • Figure 75: Purchase of alcoholic packaging types, by attributes influencing purchases, November 2012
                                                                                                                • Limited-edition, seasonal, or special release popular across segments
                                                                                                                  • Figure 76: Purchase of alcoholic packaging types, by attributes influencing purchases, November 2012
                                                                                                                • Appealing design a high priority for high-end, limited-edition alcohol
                                                                                                                  • Figure 77: Attributes influencing alcoholic purchases, by attitudes toward packaging, November 2012
                                                                                                                • Desire for premium or high-end increases as does income
                                                                                                                  • Figure 78: Important attributes influencing alcohol purchases, by household income, November 2012
                                                                                                              • Special Supplement—Private Label Packaging

                                                                                                                • Key points
                                                                                                                  • Young men, lower income consumers look for store brands
                                                                                                                    • Figure 79: Attributes influencing non-alcoholic purchases, by gender and age, November 2012
                                                                                                                    • Figure 80: Attributes influencing non-alcoholic purchases, by household income, November 2012
                                                                                                                  • On-the-go, design important to store brand buyers
                                                                                                                    • Figure 81: Attributes influencing store brand purchases, by attitudes toward packaging, November 2012
                                                                                                                  • Hot beverages, other, juices lead private label launches in 2012
                                                                                                                    • Figure 82: U.S. private label beverage introductions, by beverage subcategory, 2012
                                                                                                                    • Figure 83: U.S. private label beverage introductions, by package material, 2012
                                                                                                                  • Going beyond the me-too approach, private label goes premium
                                                                                                                    • Walgreen takes multitier approach with private label revamp
                                                                                                                    • Cluster Analysis

                                                                                                                        • Health Inspectors
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Form and Function
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Status Seekers
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                  • Figure 84: Target clusters, November 2012
                                                                                                                                                  • Figure 85: Personal attitudes toward packaging, by target clusters, November 2012
                                                                                                                                                  • Figure 86: Attitudes and behaviors toward beverage packaging, by target clusters, November 2012
                                                                                                                                                  • Figure 87: Attributes influencing non-alcoholic beverage purchases, by target clusters, November 2012
                                                                                                                                                  • Figure 88: Attributes influencing alcoholic beverage purchases, by target clusters, November 2012
                                                                                                                                                • Cluster demographic tables
                                                                                                                                                  • Figure 89: Target cluster, by demographic, November 2012
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Correspondence Analysis

                                                                                                                                                  • Methodology
                                                                                                                                                    • Primary packaging materials align with specific values
                                                                                                                                                      • Figure 90: Correspondence Analysis, beverage packaging trends, February 2013
                                                                                                                                                      • Figure 91: Attitudes toward non-alcoholic beverage packaging materials, November 2012
                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                    • Attitudes and behaviors toward beverage packaging
                                                                                                                                                      • Figure 92: Grocery shopping responsibilities, by age, November 2012
                                                                                                                                                      • Figure 93: Grocery shopping responsibilities, by generation, November 2012
                                                                                                                                                      • Figure 94: Personal attitudes toward packaging, by gender and age, November 2012
                                                                                                                                                      • Figure 95: Attitudes and behaviors toward beverage packaging, by age, November 2012
                                                                                                                                                      • Figure 96: Attitudes and behaviors toward beverage packaging, by race/Hispanic origin, November 2012
                                                                                                                                                    • Important attributes of packaging materials
                                                                                                                                                      • Figure 97: Attitudes toward glass non-alcoholic beverage packaging, by age, November 2012
                                                                                                                                                      • Figure 98: Attitudes toward glass non-alcoholic packaging, by race/Hispanic origin, November 2012
                                                                                                                                                      • Figure 99: Attitudes toward aluminum non-alcoholic packaging, by household income, November 2012
                                                                                                                                                      • Figure 100: Attitudes toward aluminum non-alcoholic packaging, by race/Hispanic origin, November 2012
                                                                                                                                                      • Figure 101: Attitudes toward aluminum non-alcoholic packaging, by generation, November 2012
                                                                                                                                                      • Figure 102: Attitudes toward aseptic non-alcoholic packaging, by household income, November 2012
                                                                                                                                                    • Attributes influencing non-alcoholic purchases
                                                                                                                                                      • Figure 103: Attributes influencing non-alcoholic purchases, by gender and age, November 2012
                                                                                                                                                      • Figure 104: Attributes influencing non-alcoholic purchases, by household income, November 2012
                                                                                                                                                    • Purchase of alcoholic beverage packaging types
                                                                                                                                                      • Figure 105: Purchase of wine, by material, by gender and age, November 2012
                                                                                                                                                      • Figure 106: Purchase of wine, by material, by generation, November 2012
                                                                                                                                                      • Figure 107: Purchase of spirits, by material, by household income, November 2012
                                                                                                                                                      • Figure 108: Purchase of spirits, by material, by generation, November 2012
                                                                                                                                                    • Attributes influencing alcoholic beverage purchases
                                                                                                                                                      • Figure 109: Attributes influencing alcoholic purchases, by generation, November 2012
                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Anheuser-Busch Companies Inc
                                                                                                                                                    • Diageo Plc
                                                                                                                                                    • Dole Food Company Inc.
                                                                                                                                                    • Dunkin' Brands
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • MillerCoors LLC
                                                                                                                                                    • Molson Coors (USA)
                                                                                                                                                    • PepsiCo Inc
                                                                                                                                                    • The J. M. Smucker Company
                                                                                                                                                    • Tropicana Products Inc.

                                                                                                                                                    Beverage Packaging Trends - US - February 2013

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