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Food Packaging Trends - UK - May 2014

“The notable interest from the younger generation in packaging that helps them with portioning products indicates that this is seen as a useful added-value feature for packaging. It can also boost products’ green credentials through helping to combat food waste. Such features could also be positioned as an easy way for consumers to manage their portion sizes to capitalise on the large numbers of dieters in the UK.”

– Emma Clifford, Senior Food Analyst

This report looks at the following areas:

  • Easy-open packaging offers a strong platform for brands to reach the UK's ageing population
  • Manufacturers should do more to change consumers' negative attitudes towards packaging
  • Incentives and proof are needed to encourage young consumers' green behaviour

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • Generational divide in green attitudes
                • Uniform labelling system rolls out
                  • Population changes need to be accommodated
                    • Innovation in the market
                      • New packaging has become a more important part of NPD post-2009
                        • Figure 1: NPD in the UK food market, share of new launches, by launch type, 2009-14
                      • Consumer
                        • Being easy to open is the most important factor
                          • Figure 2: Qualities considered important for food packaging, March 2014
                        • Glass scores highest on reusability
                          • Figure 3: Attributes most commonly associated with different types of packaging, March 2014
                          • Figure 4: Attributes next most commonly associated with different types of packaging, March 2014
                        • Demand for greater clarity in labelling
                          • Figure 5: Attitudes towards the labelling and design of food packaging, March 2014
                        • Recyclability is expected
                          • Figure 6: Attitudes towards food packaging, March 2014
                        • What we think
                        • Issues and Insights

                            • Easy-open packaging offers a strong platform for brands to reach the UK’s ageing population
                              • The facts
                                • The implications
                                  • Manufacturers should do more to change consumers’ negative attitudes towards packaging
                                    • The facts
                                      • The implications
                                        • Incentives and proof are needed to encourage young consumers’ green behaviour
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Minimize Me
                                                  • Trend: Extend My Brand
                                                    • Mintel Futures: Brand Intervention
                                                    • Market Drivers

                                                      • Key points
                                                        • Marked improvement in recycling rates, but still progress to be made
                                                          • Figure 7: Household waste recycling rate in England, 2000/01-2012/13
                                                        • A generational divide in green attitudes
                                                          • More suppliers sign up to the uniform labelling system…
                                                            • …but consumers welcoming the scheme remain in the minority
                                                              • Demand for different packaging owing to demographic changes
                                                                • Figure 8: Trends in the age structure of the UK population, 2008-13 and 2013-18
                                                              • Shift towards smaller households creates added-value opportunities
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Retailers’ and Manufacturers’ Green Initiatives

                                                                    • Key points
                                                                      • The Courtauld Commitment
                                                                        • Figure 9: Results from the Courtauld Commitment 2, 2010-12
                                                                      • Asda
                                                                        • Tesco
                                                                          • Waitrose
                                                                            • Marks & Spencer
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • New packaging has become a more important part of NPD post-2009
                                                                                  • Figure 10: NPD in food, share of new launches, by launch type, 2009-14
                                                                                • Manufacturers look to new pack sizes
                                                                                  • Shift towards flexible packaging
                                                                                    • Figure 11: NPD in food, share of launches, by packaging type, 2009-14
                                                                                    • Figure 12: NPD in food, share of launches, by packaging material, 2009-14
                                                                                  • NPD in packaging to help extend shelf life
                                                                                    • Government and consumers look for packaging to protect food
                                                                                      • Extending shelf life
                                                                                        • ‘Smart’ packs
                                                                                        • The Consumer – Important Qualities for Food Packaging

                                                                                          • Key points
                                                                                            • Being easy to open is important
                                                                                                • Figure 13: Qualities considered important for food packaging, March 2014
                                                                                                • Figure 14: Selected qualities considered important for food packaging, by age, March 2014
                                                                                              • Half of consumers want packaging to keep food fresher for longer and to be resealable
                                                                                                • Relatively low levels of interest in green packaging
                                                                                                  • Over-55s want to be able to see the product
                                                                                                    • Ease of storage appeals to one in three
                                                                                                      • On-the-go packaging and attractive designs hold most appeal to 16-34s
                                                                                                        • Figure 15: Consumers who consider packaging that allows for ease of use on the go and visually appealing design to be important qualities for food packaging, by age, March 2014
                                                                                                    • The Consumer – Attributes Associated with Different Types of Food Packaging

                                                                                                      • Key points
                                                                                                        • Glass scores highest on reusability
                                                                                                            • Figure 16: Attributes associated with different types of food packaging, March 2014
                                                                                                            • Figure 17: Attributes most commonly associated with different types of packaging, March 2014
                                                                                                            • Figure 18: Attributes next most commonly associated with different types of packaging, March 2014
                                                                                                          • Older consumers have most positive perceptions of cans
                                                                                                            • Cardboard boxes are seen as convenient to dispose of and green
                                                                                                              • Plastic pouches hold most appeal to the younger generation
                                                                                                              • The Consumer – Attitudes Towards Food Packaging

                                                                                                                • Key points
                                                                                                                  • Recyclability is expected
                                                                                                                      • Figure 19: Attitudes towards food packaging, March 2014
                                                                                                                    • Over-55s take most precautions to avoid food waste
                                                                                                                      • Young people are most concerned about food waste
                                                                                                                      • The Consumer – Attitudes Towards the Labelling and Design of Food Packaging

                                                                                                                        • Key points
                                                                                                                          • Demand for greater clarity in labelling…
                                                                                                                              • Figure 20: Attitudes towards the labelling and design of food packaging, March 2014
                                                                                                                            • …is uniformity the answer?
                                                                                                                              • Under-35s are most likely to want help in portion control
                                                                                                                                • Figure 21: Attitudes towards smart packaging and QR codes, by age, March 2014
                                                                                                                            • Appendix – The Consumer – Important Qualities for Food Packaging

                                                                                                                                • Figure 22: Qualities considered important for food packaging, March 2014
                                                                                                                                • Figure 23: Most popular qualities considered important for food packaging, by demographics, March 2014
                                                                                                                                • Figure 24: Next most popular qualities considered important for food packaging, by demographics, March 2014
                                                                                                                                • Figure 25: Other qualities considered important for food packaging, by demographics, March 2014
                                                                                                                            • Appendix – The Consumer – Attributes Associated with Different Types of Packaging

                                                                                                                                • Figure 26: Attributes associated with different types of packaging, March 2014
                                                                                                                                • Figure 27: Most popular attributes associated with different types of packaging – Glass, by demographics, March 2014
                                                                                                                                • Figure 28: Next most popular attributes associated with different types of packaging – Glass, by demographics, March 2014
                                                                                                                                • Figure 29: Other attributes associated with different types of packaging – Glass, by demographics, March 2014
                                                                                                                                • Figure 30: Most popular attributes associated with different types of packaging – Aluminium cans, by demographics, March 2014
                                                                                                                                • Figure 31: Next most popular attributes associated with different types of packaging – Aluminium cans, by demographics, March 2014
                                                                                                                                • Figure 32: Other attributes associated with different types of packaging – Aluminium cans, by demographics, March 2014
                                                                                                                                • Figure 33: Most popular attributes associated with different types of packaging – Cardboard box, by demographics, March 2014
                                                                                                                                • Figure 34: Next most popular attributes associated with different types of packaging – Cardboard box, by demographics, March 2014
                                                                                                                                • Figure 35: Other attributes associated with different types of packaging – Cardboard box, by demographics, March 2014
                                                                                                                                • Figure 36: Most popular attributes associated with different types of packaging – Plastic bottles, by demographics, March 2014
                                                                                                                                • Figure 37: Next most popular attributes associated with different types of packaging – Plastic bottles, by demographics, March 2014
                                                                                                                                • Figure 38: Other attributes associated with different types of packaging – Plastic bottles, by demographics, March 2014
                                                                                                                                • Figure 39: Most popular attributes associated with different types of packaging – Flexible plastic pouches, by demographics, March 2014
                                                                                                                                • Figure 40: Next most popular attributes associated with different types of packaging – Flexible plastic pouches, by demographics, March 2014
                                                                                                                                • Figure 41: Other attributes associated with different types of packaging – Flexible plastic pouches, by demographics, March 2014
                                                                                                                            • Appendix – The Consumer – Attitudes Towards Food Packaging

                                                                                                                                • Figure 42: Attitudes towards food packaging, March 2014
                                                                                                                                • Figure 43: Most popular attitudes towards food packaging, by demographics, March 2014
                                                                                                                                • Figure 44: Next most popular attitudes towards food packaging, by demographics, March 2014
                                                                                                                                • Figure 45: Other attitudes towards food packaging, by demographics, March 2014
                                                                                                                            • Appendix – The Consumer – Attitudes Towards the Labelling and Design of Food Packaging

                                                                                                                                • Figure 46: Attitudes towards the labelling and design of food packaging, March 2014
                                                                                                                                • Figure 47: Most popular attitudes towards the labelling and design of food packaging, by demographics, March 2014
                                                                                                                                • Figure 48: Next most popular attitudes towards the labelling and design of food packaging, by demographics, March 2014
                                                                                                                                • Figure 49: Other attitudes towards the labelling and design of food packaging, by demographics, March 2014

                                                                                                                            Companies Covered

                                                                                                                            • Asda Group Ltd
                                                                                                                            • Coca-Cola GB
                                                                                                                            • Fairtrade Foundation (The)
                                                                                                                            • J. Sainsbury
                                                                                                                            • Marks & Spencer
                                                                                                                            • Marks & Spencer (UK)
                                                                                                                            • Morrisons M Local
                                                                                                                            • Tesco (UK)
                                                                                                                            • Waitrose
                                                                                                                            • Waste & Resources Action Programme (WRAP)

                                                                                                                            Food Packaging Trends - UK - May 2014

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