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Beverage Packaging Trends - US - June 2016

"The non-alcoholic drink market has grown moderately from 2010-15. As consumers look for healthy and functional beverages that fit their lifestyles, categories with traditionally high market penetration are losing share to smaller, trending beverages that focus on nutritional benefits and added function. Innovation across the board features natural and high-quality ingredients and premiumization. The role of packaging is clear, with the majority of consumers paying attention to package format and design, and purchase drivers either directly related to (or being communicated through) packaging."
- Beth Bloom, Senior Food & Drink Analyst

This report discusses the following key topics:

  • Top categories struggle to grab consumer attention
  • Rise in claims challenges labeling
  • The majority of consumers pay attention to packaging elements

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

While the Report focuses on non-alcoholic beverages, some innovation examples feature alcoholic beverages, as well as products in categories outside of beverage.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Top categories struggle to grab consumer attention
            • Figure 1: Percent change in sales non-alcoholic drinks, by segment, at current prices, 2014-15
          • Rise in claims challenges labeling
            • Figure 2: Non-alcoholic beverage launches, by leading claims, 2011-16*
          • The majority of consumers pay attention to packaging elements
            • Figure 3: Beverage packaging statements – Agree, April 2016
          • The opportunities
            • High quality is second only to good taste as a purchase driver
              • Figure 4: Beverage purchase factors – Any rank, April 2016
            • Packaging innovation is a growth area among product launches
              • Figure 5: Non-alcoholic beverage launches, by launch type, 2011-16*
            • Chilled, glass, recyclable, clear containers indicate quality
              • Figure 6: Indicators of quality – Any rank, April 2016
            • What it means
            • The Market – What You Need to Know

              • Top categories struggle to grab consumer attention
                • Health concerns remain top-of-mind with consumers
                  • FDA reveals updated nutrition facts panel
                    • Majority of consumers open to trying new/different beverages
                    • Market Perspective

                      • Top categories struggle to grab consumer attention
                        • Figure 7: Non-alcoholic beverage purchase, April 2016
                        • Figure 8: Percent change in sales non-alcoholic drinks, by segment, at current prices, 2014-15
                      • Preference for pack size shifts with age
                        • Figure 9: Beverage packaging statements – Agree, April 2016
                        • Figure 10: Size and refrigeration preferences – Attitudes toward single-serve, November 2015
                        • Figure 11: Size and refrigeration preferences – Attitudes toward single-serve, by age, November 2015
                      • …as does preference for storage format
                        • Figure 12: Size and refrigeration preferences – Refrigeration preferences, by age, November 2015
                    • Market Factors

                      • Majority of consumers open to trying new/different beverages
                        • Figure 13: Drinking attitudes and behaviors – Preferred beverages, November 2015
                      • Health concerns remain top of mind with consumers
                        • Figure 14: Important to achieve good health – Any top three rank, May 2015
                      • FDA reveals updated nutrition facts panel
                      • Key Players – What You Need to Know

                        • Packaging innovation is a growth area among product launches
                          • Chilled launches on the rise
                            • Rise in claims challenges labeling
                              • Consumers could use a hand in recycling
                              • What’s Working?

                                • Packaging innovation is a growth area among product launches
                                  • Figure 15: Non-alcoholic beverage launches, by launch type, 2011-16*
                                • Florida’s Natural brings impactful factors to front of pack
                                  • Zico takes focus off of “less”
                                    • Bottles lead and growing
                                      • Figure 16: Non-alcoholic beverage launches, by leading package type, 2011-16*
                                    • Chilled launches on the rise
                                      • Figure 17: Non-alcoholic beverage launches, by storage type, 2011-16*
                                    • Plastic PET continues to lead launches
                                        • Figure 18: Non-alcoholic beverage launches, by leading packaging material, 2011-16*
                                      • Caps lead closure type
                                        • Figure 19: Non-alcoholic beverage launches, by closure, 2011-16*
                                    • What’s Struggling?

                                      • Rise in claims challenges labeling
                                        • Figure 20: Non-alcoholic beverage launches, by leading claims, 2011-16*
                                      • Blurring causes confusion
                                      • What’s Next?

                                        • Consumers could use a hand in recycling
                                          • Figure 21: Statements related to recycling -- Agree, 2011-15
                                          • Figure 22: “Saltwater Brewery ‘Edible Six Pack Rings,’” online video, May 2016
                                        • Glass containers most likely to be recycled, but all on the rise
                                          • Figure 23: Types of beverage containers recycled, 2011-16*
                                        • Playing with your drink
                                          • Letting consumers design
                                            • Figure 24: “Scratchpad Cellars Year Mix 2015,’” online video, January 2016
                                          • Indicators of freshness
                                            • Packaging to change drinking experience
                                              • Getting crafty
                                              • The Consumer – What You Need to Know

                                                • Taste leads purchase decision, followed by high quality, fresh
                                                  • The majority of consumers pay attention to packaging elements
                                                    • Chilled, glass, recyclable, clear containing indicate quality
                                                      • Appealing to personal interest may be in order
                                                      • Beverage Purchase Factors

                                                        • Taste leads purchase decision, followed by high quality, fresh
                                                          • Figure 25: Beverage purchase factors – Any rank, April 2016
                                                        • Younger respondents need indicators beyond “high quality”
                                                          • Figure 26: Beverage purchase factors – Any rank, by generation, April 2016
                                                          • Figure 27: Beverage packaging statements – Agree, by generation, April 2016
                                                        • Lower earners prioritize taste, low price
                                                          • Figure 28: Beverage purchase factors – Any rank, by HH income, April 2016
                                                        • Hispanics appear willing to pay for attributes of interest
                                                          • Figure 29: Beverage purchase factors – Any rank, by Hispanic origin, April 2016
                                                        • High quality appeals to Asian shoppers
                                                          • Figure 30: Beverage purchase factors – Any rank, by race, April 2016
                                                      • Beverage Packaging Awareness

                                                        • The majority of consumers pay attention to packaging elements
                                                          • Figure 31: Beverage packaging statements – Agree, April 2016
                                                        • …and half of consumers spread the word
                                                          • Figure 32: Beverage packaging statements – Agree, April 2016
                                                        • Younger consumers claim to pay closer attention to packaging
                                                            • Figure 33: Beverage packaging statements – Agree, by generation, April 2016
                                                          • …and are most likely to be vocal about it
                                                            • Figure 34: Beverage packaging statements – Agree, by generation, April 2016
                                                        • Indicators of Quality

                                                          • Chilled products represent quality
                                                            • Consumers ascribe higher quality to sale items over expensive items
                                                              • Figure 35: Indicators of quality – Any rank, April 2016
                                                            • Natural ingredients, short ingredients lists indicate quality on-pack
                                                              • Figure 36: Indicators of quality (on-label) – Any rank, April 2016
                                                            • Small brands resonate more with younger shoppers
                                                              • Figure 37: Indicators of quality (on-label) – Any rank, by generation, April 2016
                                                          • Identifying Quality

                                                              • Pair 1 – Juice/juice drinks: Glass packaging implies quality
                                                                • The positive role of quality descriptors
                                                                  • Familiar brands can signify quality to some
                                                                    • Minimalist design resonates with younger shoppers, might appear sterile to older shoppers
                                                                      • Pair 2 – RTD coffee: Minimalist design doesn’t resonate as much with older shoppers
                                                                        • Minimalist design can give the impression of store brand, leave shoppers guessing
                                                                          • Shoppers still don’t know what to make of cans
                                                                            • Pair 3 – Bottled water: Eye-catching design can trump glass
                                                                              • Appealing design can influence younger shoppers
                                                                                • Glass may be viewed as inconvenient
                                                                                  • Pair 4 – CSDs: Brand familiarity can imply quality, especially among men
                                                                                    • Limited edition packaging implies attention/care
                                                                                      • Glass perceived as safer than metal but, again, less convenient
                                                                                        • Pair 5 – Dairy milk: Imagery, packaging material aids in recognition of organic
                                                                                          • Consumers wary of plastic
                                                                                          • Communicating Nutrition

                                                                                            • Clearly communicating nutrition is essential
                                                                                              • Figure 38: Beverage packaging statements – Agree, April 2016
                                                                                            • Older consumers are most interested in nutritional information
                                                                                              • Figure 39: Beverage packaging statements – Agree, by generation, April 2016
                                                                                          • Beverage Packaging Statements

                                                                                            • Appealing to personal interest may be in order
                                                                                              • Figure 40: Beverage packaging statements – Agree, April 2016
                                                                                              • Figure 41: Beverage packaging statements – Agree, April 2016
                                                                                            • Millennials are most likely to extend quality to other indications
                                                                                              • Figure 42: Beverage packaging statements – Agree, by generation, April 2016
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Consumer survey data
                                                                                                • Consumer qualitative research
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                    • Appendix – Market

                                                                                                        • Figure 43: Statements related to recycling – Agree, 2011-15
                                                                                                        • Figure 44: Types of beverage containers recycled, 2011-16*
                                                                                                    • Appendix – Key Players

                                                                                                        • Figure 45: Non-alcoholic beverage launches, by launch type, 2011-16*
                                                                                                        • Figure 46: Non-alcoholic beverage launches, by leading package type, 2011-16*
                                                                                                        • Figure 47: Non-alcoholic beverage launches, by storage type, 2011-16*
                                                                                                        • Figure 48: Non-alcoholic beverage launches, by leading packaging material, 2011-16*
                                                                                                        • Figure 49: Non-alcoholic beverage launches, by closure, 2011-16*
                                                                                                        • Figure 50: Non-alcoholic beverage launches, by leading claims, 2011-16*
                                                                                                    • Appendix – Consumer

                                                                                                        • Figure 51: Statements related to environmentally friendly products and product quality, 2011-15

                                                                                                    Companies Covered

                                                                                                    • Walmart Stores (USA)

                                                                                                    Beverage Packaging Trends - US - June 2016

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