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Beverage Packaging Trends - US - January 2012

The Great Recession and a stuttering economy continue to influence consumer attitudes and behavior, and in turn, trends in the beverage market. According to Mintel GNPD, since the onset of the recession there has been significant new product launch activity in the beverage market driven by innovation in the alcoholic beverage segment. The influx of beverage products makes beverage labeling and packaging even more critical for success in a highly competitive atmosphere.

Mintel’s proprietary research finds that today’s beverage shoppers indicate a need for simple, readable beverage labels; yet, also want to be provided with many pieces of product information. Nutrition and health claims remain important in this market. Environmental matters are also an important trend; however, it seems as if the troubled economy has imposed shifts in consumer opinions towards eco-friendly packaging and recycling efforts.

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

  • The influence of macroeconomic data on category innovation, as well as attitudes and behaviors towards packaging
  • The impact of population shifts by age and race/Hispanic origin on beverage packaging trends
  • Trends in beverage innovation by category, sub-category, claims and package types/materials
  • Strategic marketing efforts that leverage beverage labeling and packaging to connect with consumers
  • Insight into consumer opinions towards health and nutritional claims on beverages
  • The importance of beverage labeling features, packaging features, and packaging claims on beverage selection
  • The influence of eco-friendly claims and consumers’ willingness to pay for product packaging that’s considered good, better, and best for the environment
  • Cross-tab analysis to determine if consumers’ perceptions of themselves align with their attitudes and action in terms of the importance of beverage labeling and packaging, health, eco-friendly, and trendy features

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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

                    • Stuttering economy impacts beverage innovation and packaging trends
                      • Beverage packaging trends subject to demographic population shifts
                        • Package types and sizes of beverage purchases
                          • Trends in beverage new products and packaging efforts
                            • Marketing strategies important in driving association as healthy snack
                              • Attitudes toward health and nutrition impact beverage labeling trends
                                • The importance of beverage labeling and packaging
                                  • The cost equation of eco-friendly packaging
                                    • Consumers’ self-defined traits align with actions
                                    • Insights and Opportunities

                                      • Overview
                                        • Interactive packaging
                                          • Packaging for specific users
                                            • Local sourcing
                                            • Inspire Insights

                                                • Trend: “Green Skepticism”
                                                  • Trend: “Guiding Choice”
                                                  • Market Drivers

                                                    • Economic uncertainty impacts use and innovation in beverages
                                                        • Figure 1: Real personal disposable income, January 2007-October 2011
                                                        • Figure 2: Median household income in inflation-adjusted dollars, 2000-10
                                                        • Figure 3: Unemployment and underemployment rates, January 2007-October 2011
                                                        • Figure 4: Consumer Sentiment Index, March 2007-November 2011
                                                      • Eco-friendly attitudes and recycling efforts impact market
                                                        • Figure 5: Recycling attitudes/opinions and interests, 2005-11
                                                      • Beverage packaging trends must accommodate varied attitudes by age
                                                        • Figure 6: Recycling attitudes/opinions and interests, by age, April 2010-June 2011
                                                        • Figure 7: Attitudes/opinions about the environment, by age, April 2010-June 2011
                                                        • Figure 8: Recycling, by age, April 2010-June 2011
                                                        • Figure 9: Population, by age, 2006-16
                                                      • Beverage packaging trends must oblige Asians’ sustainable sensibilities
                                                        • Figure 10: Recycling attitudes/opinions and interests, by race/Hispanic origin, April 2010-June 2011
                                                        • Figure 11: Attitudes/opinions about the environment, by race/Hispanic origin, April 2010-June 2011
                                                        • Figure 12: Recycling, by race/Hispanic origin, April 2010-June 2011
                                                        • Figure 13: Population, by race and Hispanic origin, 2006-16
                                                    • Beverage Purchases by Packaging Type and Size

                                                      • Key points
                                                        • Beverage purchases by type of container
                                                            • Figure 14: Frequency of packaged beverage purchase, by type of container, October 2011
                                                          • Men show greater preference for glass containers
                                                            • Figure 15: Types of beverage container used, by gender, October 2011
                                                          • Aseptic containers well-accepted by younger age groups
                                                            • Figure 16: Types of beverage container used, by age, October 2011
                                                          • Beverage purchases by size of container
                                                            • Figure 17: Frequency of packaged beverage purchase, by size of container, October 2011
                                                          • Single-serving and multiserving packs have less acceptance among older consumers
                                                            • Figure 18: Size of beverage containers used, by age, October 2011
                                                          • One-person households less likely to purchase all beverage sizes
                                                            • Figure 19: Size of beverage containers used, by household size, October 2011
                                                          • Beverage purchases by container type and serving size
                                                              • Figure 20: Frequency of packaged beverage purchase, October 2011
                                                            • Multiserving beverages
                                                              • Figure 21: Usage of multiserving beverages, October 2011
                                                            • Single-serving beverages
                                                              • Figure 22: Usage of single-serving beverages, October 2011
                                                            • Multipack beverages
                                                              • Figure 23: Usage of multipack beverages, October 2011
                                                          • Innovations and Innovators

                                                            • Key points
                                                              • Growth in beverage products necessitates packaging innovation
                                                                • Figure 24: Beverage product launches, by category, 2006-11
                                                              • Coffee, tea, and soda account for largest share of nonalcoholic beverages
                                                                • Wine dominates alcoholic beverages with stunning growth
                                                                  • Figure 25: Beverage product launches, by subcategory, 2006-11
                                                                • Product claims influence purchase, yet not widely used
                                                                  • The popularity of allergen and gluten claims
                                                                    • The presence of eco-friendly packaging claims expands rapidly
                                                                      • Other ethical claims on the rise, too
                                                                        • Figure 26: Beverage product launches, by claim, 2006-11
                                                                      • Bottles dominate packaging type; glass material usage swiftly increases
                                                                        • Figure 27: Beverage product launches, by package type, 2006-11
                                                                        • Figure 28: Beverage product launches, by package material, 2006-11
                                                                    • Marketing Strategies

                                                                      • Key points
                                                                        • Manufacturers and retailers employ labeling strategies to help consumers
                                                                          • Marketing strategies to promote beverage packaging and innovation
                                                                            • Limited-edition packaging
                                                                              • Celebrity partnership
                                                                                • New product launch
                                                                                  • Figure 29: Dr. Pepper, Top Ten ad, November 2011
                                                                              • Beverage Health and Nutrition Claims

                                                                                • Key points
                                                                                  • Majority of consumers easily identify calorie and sugar content on labels
                                                                                      • Figure 30: Opinions toward health and nutrition claims on beverage labels, October 2011
                                                                                    • Women more likely to identify calories on label
                                                                                      • Figure 31: Opinions toward health and nutrition claims on beverage labels, by gender, October 2011
                                                                                    • Older consumers pay close attention to health claims
                                                                                      • Figure 32: Opinions toward health and nutrition claims on beverage labels, by age, October 2011
                                                                                    • Affluent more likely to pay close attention to health claims
                                                                                      • Figure 33: Opinions toward health and nutrition claims on beverage labels, by household income, October 2011
                                                                                  • Importance of Beverage Labeling Features

                                                                                    • Key points
                                                                                      • Easy to read beverage labels are most important
                                                                                          • Figure 34: Importance of beverage labeling features, October 2011
                                                                                        • Women are more interested in all-natural and calorie claims
                                                                                          • Figure 35: Importance of beverage labeling features, by gender, October 2011
                                                                                        • Older consumers looking for easy to read beverage labels
                                                                                          • Figure 36: Importance of beverage labeling features, by age, October 2011
                                                                                        • Affluent access nutritional content, especially HFCS
                                                                                          • Figure 37: Importance of beverage labeling features, by household income, October 2011
                                                                                      • Importance of Beverage Packaging Features

                                                                                        • Key points
                                                                                          • Easy to open beverages in a package that retains freshness is ideal
                                                                                              • Figure 38: Importance of beverage packaging features, October 2011
                                                                                            • Those who are younger than 25 favor style design features and find functional features less important
                                                                                              • Figure 39: Importance of beverage packaging features, by age, October 2011
                                                                                            • Older women find functional packaging attributes significantly important
                                                                                              • Figure 40: Importance of beverage packaging features, by gender and age, October 2011
                                                                                          • Packaging Claims that Influence Purchase

                                                                                            • Key points
                                                                                              • Beverages that claim a “good/excellent source” drive purchase
                                                                                                  • Figure 41: Claims that influence the packaged beverage purchase decision, October 2011
                                                                                                • Men less likely to be influenced by beverage claims
                                                                                                  • Figure 42: Claims that influence the packaged beverage purchase decision, by gender, October 2011
                                                                                                • Those who are younger than 25 less influenced by nutrition claims, more influenced by wellness/function
                                                                                                  • Figure 43: Claims that influence the packaged beverage purchase decision, by age, October 2011
                                                                                                • Low/no claims, organic, and premium influence purchase behavior of affluent consumers
                                                                                                  • Figure 44: Claims that influence the packaged beverage purchase decision, by household income, October 2011
                                                                                              • Price Acceptance of Eco-friendly Packaging

                                                                                                • Key points
                                                                                                  • Declining interest in eco-friendly products
                                                                                                    • Figure 45: Influence of eco-friendly claim on beverage purchase decision, October 2011 and October 2010
                                                                                                    • Figure 46: Willingness to pay more for eco-friendly products, April 2010-June 2011
                                                                                                  • The majority of consumers willing to pay more for better/best eco-friendly packaging
                                                                                                    • Figure 47: Willingness to pay more for eco-friendly packaging, October 2011
                                                                                                  • “Good” eco-friendly packaging
                                                                                                    • Figure 48: Willingness to pay more for eco-friendly packaging that's good for the environment, by age, October 2011
                                                                                                  • “Better” eco-friendly packaging
                                                                                                    • Figure 49: Willingness to pay more for eco-friendly packaging that's better for the environment, by age, October 2011
                                                                                                  • “Best” eco-friendly packaging
                                                                                                    • Figure 50: Willingness to pay more for eco-friendly that's best for the environment, by age, October 2011
                                                                                                • Impact of Race/Hispanic Origin

                                                                                                  • Key points
                                                                                                    • Asians trust what companies say on labels, but find health claims confusing
                                                                                                      • Figure 51: Opinions toward health and nutrition claims on beverage labels, by race/Hispanic origin, October 2011
                                                                                                    • Asians and Hispanics value interesting graphics and label design
                                                                                                      • Figure 52: Importance of beverage labeling features, by race/Hispanic origin, October 2011
                                                                                                    • Hispanics and Asians give less importance to essential packaging attributes
                                                                                                      • Figure 53: Importance of beverage packaging features, by race/Hispanic origin, October 2011
                                                                                                    • Blacks and Hispanics are influenced by a variety of beverage claims
                                                                                                      • Figure 54: Claims that influence the packaged beverage purchase decision, by race/Hispanic origin, October 2011
                                                                                                    • Blacks and Asians willing to pay more for good eco-friendly packaging
                                                                                                      • Figure 55: Willingness to pay more for eco-friendly packaging that's good for the environment, by race/Hispanic origin, October 2011
                                                                                                    • Asians most willing to pay premiums for better eco-friendly packaging
                                                                                                      • Figure 56: Willingness to pay more for eco-friendly packaging that's better for the environment, by race/Hispanic origin, October 2011
                                                                                                    • Asians will pay higher premiums for best eco-friendly packaging
                                                                                                      • Figure 57: Willingness to pay more for eco-friendly that's best for the environment, by race/Hispanic origin, October 2011
                                                                                                  • Cluster Analysis

                                                                                                      • Attentives
                                                                                                        • Demographics:
                                                                                                          • Characteristics:
                                                                                                            • Opportunity:
                                                                                                              • Confused
                                                                                                                • Demographics:
                                                                                                                  • Characteristics:
                                                                                                                    • Opportunity:
                                                                                                                      • Eco-Friendly
                                                                                                                        • Demographics:
                                                                                                                          • Characteristics:
                                                                                                                            • Opportunity:
                                                                                                                              • Watchful-Muddled
                                                                                                                                • Demographics:
                                                                                                                                  • Characteristics:
                                                                                                                                    • Opportunity:
                                                                                                                                      • Characteristic tables:
                                                                                                                                        • Figure 58: Beverage packaging trends clusters, October 2011
                                                                                                                                        • Figure 59: Opinions toward health and nutrition claims on beverage labels, by beverage packaging trends clusters, October 2011
                                                                                                                                        • Figure 60: Importance of beverage labeling features, by beverage packaging trends clusters, October 2011
                                                                                                                                        • Figure 61: Importance of beverage packaging features, by beverage packaging trends clusters, October 2011
                                                                                                                                        • Figure 62: Frequency of purchasing beverages by package type, by beverage packaging trends clusters, October 2011
                                                                                                                                        • Figure 63: Claims that influence the packaged beverage purchase decision, by beverage packaging trends clusters, October 2011
                                                                                                                                        • Figure 64: Willingness to pay more for eco-friendly packaging, by beverage packaging trends clusters, October 2011
                                                                                                                                      • Demographic tables:
                                                                                                                                        • Figure 65: Beverage packaging trends clusters, by gender, October 2011
                                                                                                                                        • Figure 66: Beverage packaging trends clusters, by age, October 2011
                                                                                                                                        • Figure 67: Beverage packaging trends clusters, by education, October 2011
                                                                                                                                        • Figure 68: Beverage packaging trends clusters, by household income, October 2011
                                                                                                                                        • Figure 69: Beverage packaging trends clusters, by employment, October 2011
                                                                                                                                        • Figure 70: Beverage packaging trends clusters, by race, October 2011
                                                                                                                                        • Figure 71: Beverage packaging trends clusters, by Hispanic origin, October 2011
                                                                                                                                      • Cluster methodology:
                                                                                                                                      • Custom Groups: Self-defined Consumer Traits

                                                                                                                                        • Overview
                                                                                                                                            • Figure 72: Consumer traits, October 2011
                                                                                                                                          • Trendy consumers also pay very close attention to beverage label health claims
                                                                                                                                              • Figure 73: Opinions toward beverage labeling, by consumer traits, October 2011
                                                                                                                                            • Stylish consumers more likely to say label design and a seal of approval are important
                                                                                                                                                • Figure 74: Importance of beverage labeling, by consumer traits, October 2011
                                                                                                                                              • Consumers look for products and product packaging that align with self-defined image
                                                                                                                                                • Figure 75: Importance of beverage packaging, by consumer traits, October 2011
                                                                                                                                                • Figure 76: Claims that influence the packaged beverage purchase decision, by consumer traits, October 2011
                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Amazon North America
                                                                                                                                              • American Beverage Association, The
                                                                                                                                              • American Heart Association, Inc.
                                                                                                                                              • Bed Bath & Beyond Inc
                                                                                                                                              • Bureau of Economic Analysis
                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                              • Dr Pepper Snapple Group, Inc.
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Food Marketing Institute
                                                                                                                                              • Forest Stewardship Council
                                                                                                                                              • Gallup Organization, The
                                                                                                                                              • Giant Eagle
                                                                                                                                              • Green Mountain Coffee Roasters, Inc.
                                                                                                                                              • Grocery Manufacturers Association (GMA)
                                                                                                                                              • Heineken USA Inc.
                                                                                                                                              • Hy-Vee, Inc
                                                                                                                                              • Institute of Food Technologists (IFT)
                                                                                                                                              • Institute of Packaging Professionals (IoPP)
                                                                                                                                              • Jones Soda Co.
                                                                                                                                              • Los Angeles Times
                                                                                                                                              • Marsh Supermarkets, Inc
                                                                                                                                              • MillerCoors LLC
                                                                                                                                              • Nature's Way
                                                                                                                                              • Nestlé USA
                                                                                                                                              • Pepsi-Cola North America
                                                                                                                                              • Pernod Ricard USA
                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                              • Republic of Tea Inc., The
                                                                                                                                              • Rexam Beverage Can Americas Inc.
                                                                                                                                              • Starbucks Corporation
                                                                                                                                              • Susan G Komen
                                                                                                                                              • Ty Nant Spring Water Ltd
                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                              • University of Michigan, The
                                                                                                                                              • USA Today
                                                                                                                                              • Walgreen Co
                                                                                                                                              • World Wildlife Fund

                                                                                                                                              Beverage Packaging Trends - US - January 2012

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