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Food Packaging Trends - US - July 2013

“Consumers are looking to get more and more out of their food packaging. Food companies will need to find innovative ways to cater to demand for convenient, transparent and environmentally responsible packaging while providing consumers with the utmost value.”

– Sarah Day Levesque, Food Analyst

 

Some questions answered in this report include:

  • How can packaging provide consumers with added value?
  • How can brands use packaging to better communicate with consumers?
  • To what degree can food companies cater to green packaging trends?

 

The food packaging industry has shown great resilience in the face of a recession and slow economic recovery. After a decline in new packaging for food products in 2009, innovation continued to grow and surpass prerecession levels. Food brands are using food packaging innovation to address a variety of consumer demands, including freshness retention, convenience, portability, nutritional information, and above all, value.

Among the topics covered in this report are:

  • What is driving food packaging innovation?
  • Current and historical usage of different materials and types of packaging.
  •  How are food companies using packaging in their marketing strategies and tactics?
  • What are the latest innovations in food packaging?
  • What factors influence consumer behavior toward food packaging and what matters most to consumers?

 

 

Liqueurs - UK - January 2012

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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
                        • Food product launches down but new packaging holding strong
                          • Figure 1: New food product and new packaging introductions, 2007-12
                        • Market factors
                          • Recession and slow recovery drive more consumers to demand value
                            • Increasing mobile technology requires brands to engage consumers differently
                              • Aging population may require changing packaging design to be easier to use
                                • The consumer
                                  • Most consumers want packaging to retain freshness, many want it resealable
                                    • Figure 2: Important food packaging attributes, by gender, April 2013
                                  • Glass, flexible, resealable packaging associated with attributes consumers favor
                                    • Consumers expect health information but confused, untrusting
                                      • Figure 3: Agreement with attitudes toward food packaging, by age, April 2013
                                    • Reusable, versatile packaging most likely to be chosen over other packaging
                                      • Figure 4: Preferences in packaging attributes for purchasing decision, April 2013
                                    • Green packaging most important among high-income consumers
                                      • Figure 5: Preferences in packaging attributes for purchasing decision, by household income, April 2013
                                    • What we think
                                    • Issues and Insights

                                        • How can packaging provide consumers with added value?
                                          • Insight: Packaging can be positioned as value-add
                                            • How can brands use packaging to better communicate with consumers?
                                              • Insight: Simplify on-package labeling and connect with consumers online
                                                • To what degree can food companies cater to green packaging trends?
                                                  • Insight: Create value for consumers while going green – it’s good for business
                                                  • Trend Applications

                                                      • Trend: Influentials
                                                        • Trend: Guiding Choice
                                                          • Mintel Futures: Access Anything, Anywhere
                                                          • Market Drivers

                                                            • Key points
                                                              • Recession, slow recovery mean consumers demand value
                                                                • Increased health awareness requires better product labeling
                                                                  • Figure 6: Attitudes toward food packaging, April 2013
                                                                • Consumer recycling efforts show slight declines
                                                                  • Figure 7: Attitudes and opinions toward packaging and recycling, April 2007-June 2012
                                                                  • Figure 8: Willingness to pay for environmentally friendly products, 2008-2012
                                                                • Connected consumers change the way companies communicate
                                                                  • Figure 9: Devices used to access the internet, February 2009-March 2012
                                                                • Aging population demands single-serve, easy-to-use packaging
                                                                  • Figure 10: U.S. population aged 18 or older, by age, 2008, 2013, 2018
                                                              • Category Performance

                                                                • Key points
                                                                  • Recession slows innovation but new packaging launches grow
                                                                    • Figure 11: New food product launches, by category, 2007-13*
                                                                    • Figure 12: New food product launches, by launch type, 2007-13*
                                                                  • Plastic most commonly used packaging material
                                                                    • Figure 13: New food product launches, by material, 2007-13*
                                                                  • Flexible packaging shows significant growth in usage
                                                                    • Figure 14: New food product launches, by top 10 packaging types, 2007-13*
                                                                  • Tub packaging use steadily increasing since 2009
                                                                  • Innovations and Innovators

                                                                    • Freshness is leading quality with food packaging
                                                                      • Brands repackage for resealability
                                                                        • Convenience inspires new packaging innovation
                                                                          • Health and wellness claims highlight nutritional features
                                                                            • Reusable packaging favored by consumers
                                                                            • Marketing Strategies

                                                                              • Overview of the brand landscape
                                                                                • Oscar Mayer lunch meat: what you see is what you get
                                                                                  • Online initiatives
                                                                                    • Figure 15: Oscar Mayer Facebook Cover Photo, 2013
                                                                                    • Figure 16: Oscar Mayer YouTube Channel, 2013
                                                                                  • TV presence
                                                                                    • Figure 17: Oscar Mayer TV ad, “Transparency,” 2013
                                                                                  • Print initiatives
                                                                                    • Chobani packaging offers value proposition without saying a word
                                                                                      • TV presence
                                                                                        • Figure 18: Chobani Greek Yogurt TV ad, “Only The Best,” 2013
                                                                                        • Figure 19: Chobani Greek Yogurt TV ad, “The beauty in the world,” 2013
                                                                                      • Uncle Ben’s cook-and-serve packaging highlights convenience
                                                                                        • Figure 20: Uncle Ben’s Ready Rice TV ad, “Togetherness,” 2013
                                                                                      • Packaging serves as billboard marketing
                                                                                        • GoGo Squeez on-the-go positioning matched by in-store location
                                                                                        • Importance of Food Packaging Attributes

                                                                                          • Key points
                                                                                            • Packaging that retains freshness, is resealable, desired above all else
                                                                                              • Figure 21: Important food packaging attributes, by gender, April 2013
                                                                                            • Consumer perceptions of packaging that retains freshness
                                                                                              • Figure 22: Consumer perceptions of freshness and types of packaging, April 2013
                                                                                            • Resealability as value proposition
                                                                                              • Packaging priorities differ for younger and oldest consumers
                                                                                                • Figure 23: Important food packaging attributes, by age, April 2013
                                                                                              • Busy lifestyles demand different packaging attributes
                                                                                                • Figure 24: Important food packaging attributes, by consumer lifestyle trends, April 2013
                                                                                            • Demand for On-package Food Claims

                                                                                              • Key points
                                                                                                • Women pay more attention to product claims than do men
                                                                                                  • Figure 25: Food claims sought by consumers, by gender, April 2013
                                                                                                • Those aged 65+ have elevated attention to nutritional/health claims
                                                                                                  • Figure 26: Food claims sought after by consumers, by age, April 2013
                                                                                                • Parents more concerned about overall nutrition than low/no products
                                                                                                  • Figure 27: Food claims sought after by consumers, by presence of children in household, April 2013
                                                                                                  • Figure 28: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
                                                                                              • Consumer Attitudes Toward On-Package Food Claims

                                                                                                • Key points
                                                                                                  • Younger consumers more trusting, but young and old confused
                                                                                                      • Figure 29: Agreement with attitudes toward food packaging, by age, April 2013
                                                                                                    • Busy parents demand straightforward, on-package food claims
                                                                                                        • Figure 30: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
                                                                                                    • Consumer Perceptions of Types of Packaging

                                                                                                      • Key points
                                                                                                        • Glass
                                                                                                          • Consumers say glass excels in terms of quality, freshness, durability, reusability
                                                                                                            • Figure 31: Consumer perceptions of types of packaging types, April 2013
                                                                                                            • Figure 32: Consumer perceptions of glass packaging, by household income, April 2013
                                                                                                          • Recyclability not as widely known for glass
                                                                                                            • Plastic
                                                                                                              • Plastic bottles, trays, and tubs are seen as most portable packaging
                                                                                                                • Figure 33: Consumer perceptions of types of packaging, April 2013
                                                                                                              • Half of consumers consider plastic tubs as reusable
                                                                                                                  • Figure 34: Consumer perceptions of plastic tubs, by gender, April 2013
                                                                                                                • Plastic bags get low marks from consumers
                                                                                                                  • Figure 35: Consumer perceptions of plastic bag packaging, by gender, April 2013
                                                                                                                • Cardboard
                                                                                                                  • Consumers aged 55+ tend to think cardboard is traditional
                                                                                                                    • Figure 36: Consumer perceptions of cardboard, by age, April 2013
                                                                                                                  • Cardboard considered most recyclable, environmentally friendly packaging type
                                                                                                                    • Figure 37: Consumer perceptions of types of packaging, April 2013
                                                                                                                  • Aluminum
                                                                                                                    • Aluminum gets high marks for recyclability, otherwise misses the mark
                                                                                                                        • Figure 38: Consumer perceptions of aluminum cans, by gender, April 2013
                                                                                                                      • Resealable flexible pouch
                                                                                                                        • Resealable pouch packaging appeals on many levels
                                                                                                                            • Figure 39: Consumer perceptions of resealable flexible packaging, by age, April 2013
                                                                                                                        • Packaging’s Influence on Purchasing Decisions

                                                                                                                          • Key points
                                                                                                                            • Reusable packaging most likely to win over consumers
                                                                                                                              • Figure 40: Preferences in packaging attributes for purchasing decision, April 2013
                                                                                                                            • Lower-income consumers, women prioritize practical packaging
                                                                                                                              • Figure 41: Preferences in packaging attributes for purchasing decision, by household income, April 2013
                                                                                                                            • Intrinsic benefits of packaging appeal more to women
                                                                                                                              • Figure 42: Preferences in packaging attributes for purchasing decision, by gender, April 2013
                                                                                                                            • Green packaging most relevant for consumers earning $150K+
                                                                                                                              • Figure 43: Attitudes/opinions about the environment, by household income, October 2011-November 2012
                                                                                                                          • Attitudes toward Food Packaging

                                                                                                                            • Key points
                                                                                                                              • Health and nutritional information, function key role for packaging
                                                                                                                                • Figure 44: Agreement with attitudes toward food packaging, by age, April 2013
                                                                                                                              • Online interaction via package labeling key for younger demographic
                                                                                                                                • Figure 45: Agreement with attitudes toward food packaging, by age, April 2013
                                                                                                                              • Portion-control packaging more important for women than men
                                                                                                                                • Figure 46: Agreement with attitudes toward food packaging, by gender, April 2013
                                                                                                                            • Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Cooking, shopping habits influence Hispanics’ demands on packaging
                                                                                                                                  • Figure 47: Important food packaging attributes, by race/Hispanic origin, April 2013
                                                                                                                                • Style, design important to a third of Hispanic consumers
                                                                                                                                  • Portability, ease of use on-the-go appeal to Hispanic consumers
                                                                                                                                    • Figure 48: Consumer perceptions of portability, by packaging types, April 2013
                                                                                                                                • Cluster Analysis

                                                                                                                                    • Cluster 1: Convenience Seekers
                                                                                                                                      • Demographics
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Cluster 2: Connected Information Hunters
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Cluster 3: Untrusting Users
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                              • Figure 49: Target clusters, April 2013
                                                                                                                                                              • Figure 50: Consumer lifestyle trends, by target clusters, April 2013
                                                                                                                                                              • Figure 51: Consumer food shopping behavior, by target clusters, April 2013
                                                                                                                                                              • Figure 52: Important food packaging attributes, by target clusters, April 2013
                                                                                                                                                              • Figure 53: Food claims sought after by consumers, by target clusters, April 2013
                                                                                                                                                              • Figure 54: Preferences in packaging attributes for purchasing decision, by target clusters, April 2013
                                                                                                                                                              • Figure 55: Agreement with attitudes toward food packaging, by target clusters, April 2013
                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                              • Figure 56: Target clusters, by gender, April 2013
                                                                                                                                                              • Figure 57: Target clusters, by age, April 2013
                                                                                                                                                              • Figure 58: Target clusters, by household income, April 2013
                                                                                                                                                              • Figure 59: Target clusters, by race/Hispanic origin, April 2013
                                                                                                                                                              • Figure 60: Target clusters, by marital status, April 2013
                                                                                                                                                              • Figure 61: Target clusters, by presence of children in household, April 2013
                                                                                                                                                              • Figure 62: Target clusters, by demographic, April 2013
                                                                                                                                                            • Cluster methodology
                                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                              • Consumer confidence
                                                                                                                                                                • Figure 63: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                              • Unemployment
                                                                                                                                                                • Figure 64: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                • Figure 65: U.S. unemployment and underemployment rates, 2007-13
                                                                                                                                                                • Figure 66: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                              • Food cost pressures
                                                                                                                                                                • Figure 67: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
                                                                                                                                                                • Figure 68: U.S. obesity, by age group, 2008 and 2012
                                                                                                                                                              • Childhood and teen obesity—highest in decades
                                                                                                                                                                • Figure 69: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                              • Racial, ethnic population growth
                                                                                                                                                                • Figure 70: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                • Figure 71: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                              • Shifting U.S. demographics
                                                                                                                                                                • Figure 72: U.S. population, by age, 2008-18
                                                                                                                                                                • Figure 73: U.S. households, by presence of own children, 2002-12
                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                • Figure 74: Important food packaging attributes, by household income, April 2013
                                                                                                                                                                • Figure 75: Important food packaging attributes, by race/Hispanic origin, April 2013
                                                                                                                                                                • Figure 76: Important food packaging attributes, by marital/relationship status, April 2013
                                                                                                                                                                • Figure 77: Important food packaging attributes, by consumer lifestyle trends, April 2013
                                                                                                                                                                • Figure 78: Food claims sought after by consumers, by age, April 2013
                                                                                                                                                                • Figure 79: Food claims sought after by consumers, by Hispanic origin, April 2013
                                                                                                                                                                • Figure 80: Food claims sought after by consumers, by consumer lifestyle trends, April 2013
                                                                                                                                                                • Figure 81: Consumer perceptions of types of packaging types, April 2013
                                                                                                                                                                • Figure 82: Consumer perceptions of glass packaging, by gender, April 2013
                                                                                                                                                                • Figure 83: Consumer perceptions of glass packaging, by age, April 2013
                                                                                                                                                                • Figure 84: Consumer perceptions of glass packaging, by household income, April 2013
                                                                                                                                                                • Figure 85: Consumer perceptions of glass packaging, by race/Hispanic origin, April 2013
                                                                                                                                                                • Figure 86: Consumer perceptions of glass packaging, by consumer lifestyle trends, April 2013
                                                                                                                                                                • Figure 87: Consumer perceptions of plastic bottle or tray packaging, by gender, April 2013
                                                                                                                                                                • Figure 88: Consumer perceptions of plastic bottle or tray packaging, by age, April 2013
                                                                                                                                                                • Figure 89: Consumer perceptions of plastic bag packaging, by gender, April 2013
                                                                                                                                                                • Figure 90: Consumer perceptions of plastic bag packaging, by age, April 2013
                                                                                                                                                                • Figure 91: Consumer perceptions of plastic tubs, by gender, April 2013
                                                                                                                                                                • Figure 92: Consumer perceptions of plastic tubs, by age, April 2013
                                                                                                                                                                • Figure 93: Consumer perceptions of cardboard, by age, April 2013
                                                                                                                                                                • Figure 94: Consumer perceptions of aluminum cans, by gender, April 2013
                                                                                                                                                                • Figure 95: Consumer perceptions of aluminum cans, by age, April 2013
                                                                                                                                                                • Figure 96: Consumer perceptions of resealable flexible packaging, by gender, April 2013
                                                                                                                                                                • Figure 97: Consumer perceptions of resealable flexible packaging, by age, April 2013
                                                                                                                                                                • Figure 98: Preferences in packaging attributes for purchasing decision, by gender and age, April 2013
                                                                                                                                                                • Figure 99: Preferences in packaging attributes for purchasing decision, by household income, April 2013
                                                                                                                                                                • Figure 100: Preferences in packaging attributes for purchasing decision, by consumer lifestyle trends, April 2013
                                                                                                                                                                • Figure 101: Attitudes toward food packaging, April 2013
                                                                                                                                                                • Figure 102: Agreement with attitudes toward food packaging, by age, April 2013
                                                                                                                                                                • Figure 103: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
                                                                                                                                                                • Figure 104: Agreement with attitudes toward food packaging, by employment, April 2013
                                                                                                                                                                • Figure 105: Agreement with Attitudes toward food packaging, by consumer lifestyle trends, April 2013
                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                              Companies Covered

                                                                                                                                                              • CoolBrands International Inc.
                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                              • Home & Garden Television
                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                              Food Packaging Trends - US - July 2013

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