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Food Packaging Trends - US - July 2014

“Shoppers remain concerned about the safety of food packaged in plastic or cans, which creates an opportunity for manufacturers to be proactive about offering information to alleviate these concerns. This may include information about packaging materials, or ingredient sourcing, as well as sustainability initiatives.”
– Amanda Topper, Food Analyst

This report answers the following questions:

  • What packaging factors have the most impact on purchase?
  • How can manufacturers alleviate consumer packaging concerns?
  • How can packaging help products differentiate themselves?

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Table of contents

  1. Scope and Themes

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

                • Overview
                  • The market
                    • New food product packaging increases over last five years
                      • Figure 1: Food product introductions, by launch type, 2009-14*
                    • The consumer
                      • Men choose products based on practical packaging
                        • Figure 2: Behaviors related to food product packaging, top five, March 2014
                      • Fresh, resealable packaging most important to shoppers
                        • Figure 3: Any importance of food packaging features, top five, March 2014
                      • Natural, reduced claims top-of-mind when purchasing food
                        • Figure 4: Claims considered when buying food products, top five, March 2014
                      • Opportunity to boost premium, energy-efficient claims
                        • Functional packaging features are most influential
                          • Figure 5: Packaging attributes influencing purchase, top five, March 2014
                        • Most important for packaging to communicate nutrition, sustainability
                          • Figure 6: Agreement with attitudes toward food packaging, top five, March 2014
                        • What we think
                        • Issues and Insights

                            • What packaging factors have the most impact on purchase?
                              • Issues
                                • Insight: Multiuse packaging has the most influence
                                  • How can manufacturers alleviate consumer packaging concerns?
                                    • Issues
                                      • Insight: Offer information about product materials, claims, and manufacturing
                                        • How can packaging help products differentiate themselves?
                                          • Issues
                                            • Insight: Encourage shoppers to try before they buy
                                            • Trend Applications

                                                • Trend: Prove It
                                                  • Trend: Without a Care
                                                    • Trend: Minimize Me
                                                    • Category Performance

                                                      • Key points
                                                        • Snacks, bakery most product introductions in past year
                                                            • Figure 7: Food product introductions, by category, 2009-14*
                                                            • Figure 8: Food product introductions, by launch type, 2009-14*
                                                          • Paper, flexible materials on the rise
                                                              • Figure 9: Food product introductions, by package material, 2009-14*
                                                            • Flexible pouches grow most over last five years
                                                                • Figure 10: Food product introductions, by package type, top 10, 2009-14*
                                                            • Innovations and Innovators

                                                              • Allergen-related product claims continue to increase
                                                                • Figure 11: Food product introductions, by claims, top 10, 2009-14*
                                                              • Increase in private label food products
                                                                  • Figure 12: Food product introductions, by private label, top 10, 2009-14*
                                                                • Product relaunches with transparent packaging
                                                                  • Packaged for on the go
                                                                    • Figure 13: Kellogg’s website, 2014
                                                                  • Illustrating freshness
                                                                  • Marketing Strategies

                                                                    • Overview of the brand landscape
                                                                      • Theme: Transparency, Simplicity, and Naturalness
                                                                        • Beech-Nut
                                                                          • Figure 14: Beech-Nut Just Pineapple, Pear & Avocado, commercial, June 2014
                                                                        • KIND Bars
                                                                          • Figure 15: KIND Bars, website, June 2014
                                                                          • Figure 16: Be-KIND Plus Dark Chocolate cherry cashew + vitamins A, C, E, April 2014
                                                                          • Figure 17: Quaker Real Medleys cherry pistachio multigrain fruit and nut bar, July 2013
                                                                        • Theme: Customization and Convenience
                                                                          • YoCrunch
                                                                            • Figure 18: YoCrunch Yogurt, press release photo, June 2014
                                                                          • Jerk Nation Beef Jerky
                                                                            • Figure 19: Jerk Nation Beef Jerky, product description, June 2014
                                                                            • Figure 20: Jerk Nation Beef Jerky, season ‘n shake revolution, June 2014
                                                                          • Theme: Eliminating Packaging Waste
                                                                            • Little Ducks Mighty Oat
                                                                              • Figure 21: Little Ducks Organics Mighty Oats, product description, June 2014
                                                                            • Stonyfield Frozen Yogurt Pearls
                                                                              • Figure 22: Stonyfield Frozen Yogurt Pearls, promotional video, June 2014
                                                                          • Behaviors Related to Food Product Packaging

                                                                            • Key points
                                                                              • Men choose products based on practical packaging
                                                                                  • Figure 23: Behaviors related to food product packaging, by gender, March 2014
                                                                                • Older shoppers more likely to look for freshness, nutritional information
                                                                                  • Figure 24: Behaviors related to food product packaging, by age, March 2014
                                                                              • Importance of Food Packaging Features

                                                                                • Key points
                                                                                  • Younger shoppers seek functional packaging, multiple serving sizes
                                                                                      • Figure 25: Any importance of food packaging features, by age, March 2014
                                                                                    • Households with children prioritize family sizes, ease of use
                                                                                      • Figure 26: Any importance of food packaging features, by presence of children in household, March 2014
                                                                                  • Claims Considered When Buying Food Products

                                                                                    • Key points
                                                                                      • Natural, reduced claims top-of-mind when purchasing food
                                                                                          • Figure 27: Claims considered when buying food products, by presence of children in household, March 2014
                                                                                        • iGeneration/Millennials more likely to seek natural, organic products
                                                                                          • Figure 28: Claims considered when buying food products, by generation, March 2014
                                                                                      • Attributes Associated with Food Packaging Types

                                                                                        • Key points
                                                                                          • Opportunity to boost premium, energy-efficient claims
                                                                                            • Figure 29: Attributes associated with food packaging types, March 2014
                                                                                          • Glass
                                                                                            • Glass viewed as durable, fresh, visually appealing
                                                                                              • Figure 30: Attributes associated with food packaging types – glass (eg jars or bottles of sauce, pickles), by generation, March 2014
                                                                                            • Plastic
                                                                                              • Plastic packaging associated with portability, freshness
                                                                                                • Figure 31: Attributes associated with food packaging types – plastic bottle or tray (eg ketchup bottle, frozen meal, plastic tray for muffins or frozen meal), by age, March 2014
                                                                                              • Plastic bags retain freshness
                                                                                                • Figure 32: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by age, March 2014
                                                                                              • More than half view plastic tubs as reusable, repurposable
                                                                                                • Figure 33: Attributes associated with food packaging types – plastic tubs (eg sour cream or yogurt tub), by generation, March 2014
                                                                                              • Cardboard
                                                                                                • Cardboard viewed as most recyclable, but less durable, fresh
                                                                                                  • Figure 34: Attributes associated with food packaging types – cardboard (eg cereal box, pancake mix), by age, March 2014
                                                                                                • Metal Cans
                                                                                                  • Metal cans are practical but in need of a makeover
                                                                                                    • Figure 35: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by age, March 2014
                                                                                                  • Flexible Pouch
                                                                                                    • Shoppers view pouches as most modern, portable
                                                                                                      • Figure 36: Honest Kids drink pouch collection program
                                                                                                      • Figure 37: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by generation, March 2014
                                                                                                  • Packaging Attributes Influencing Purchase

                                                                                                    • Key points
                                                                                                      • Functional packaging features are most influential
                                                                                                          • Figure 38: Barilla Italian Entrees preparation video, June 2014
                                                                                                          • Figure 39: Foster Farms roasted red pepper chicken breast fillets, June 2014
                                                                                                          • Figure 40: Packaging attributes influencing purchase, by generation, March 2014
                                                                                                      • Attitudes toward Food Packaging

                                                                                                        • Key points
                                                                                                          • Most important for packaging to communicate nutrition, sustainability
                                                                                                              • Figure 41: Agreement with attitudes toward food packaging, by age, March 2014
                                                                                                          • Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Hispanics more likely to consider health claims
                                                                                                                • Figure 42: Claims considered when buying food products, by race and Hispanic origin, March 2014
                                                                                                                • Figure 43: Packaging attributes influencing purchase, by race and Hispanic origin, March 2014
                                                                                                              • Concerns about packaging safety
                                                                                                                • Figure 44: Agreement with attitudes toward food packaging, by race/Hispanic origin, March 2014
                                                                                                            • Consumer Segmentation

                                                                                                                  • Figure 45: Food Packaging clusters, march, 2014
                                                                                                                • Group one: Informed Buyers
                                                                                                                  • Demographics
                                                                                                                    • Characteristics
                                                                                                                      • Opportunity
                                                                                                                        • Group two: Convenience Connoisseurs
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Group three: Skeptical Shoppers
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Cluster characteristic tables
                                                                                                                                          • Figure 46: Target clusters, March 2014
                                                                                                                                          • Figure 47: Behaviors related to food product packaging, by target clusters, March 2014
                                                                                                                                          • Figure 48: Any importance of food packaging features, by target clusters, March 2014
                                                                                                                                          • Figure 49: Claims considered when buying food products, by target clusters, March 2014
                                                                                                                                          • Figure 50: Attributes associated with food packaging types – glass (eg jars or bottles of sauce, pickles), by target clusters, March 2014
                                                                                                                                          • Figure 51: Attributes associated with food packaging types – plastic bottle or tray (eg ketchup bottle, frozen meal, plastic tray for muffins or frozen meal), by target clusters, March 2014
                                                                                                                                          • Figure 52: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by target clusters, March 2014
                                                                                                                                          • Figure 53: Attributes associated with food packaging types – plastic tubs (eg sour cream or yogurt tub), by target cluster, March 2014
                                                                                                                                          • Figure 54: Attributes associated with food packaging types – cardboard (eg cereal box, pancake mix), by target clusters, March 2014
                                                                                                                                          • Figure 55: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by target clusters, March 2014
                                                                                                                                          • Figure 56: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by target clusters, March 2014
                                                                                                                                          • Figure 57: Packaging attributes influencing purchase, by target clusters, March 2014
                                                                                                                                          • Figure 58: Agreement with attitudes toward food packaging, by target clusters, March 2014
                                                                                                                                        • Cluster demographic tables
                                                                                                                                          • Figure 59: Target clusters, by demographic, March 2014
                                                                                                                                        • Cluster methodology
                                                                                                                                        • Correspondence Analysis

                                                                                                                                          • Methodology
                                                                                                                                            • Opportunity to improve perceptions of traditional package types
                                                                                                                                                • Figure 60: Correspondence Analysis, March 2014
                                                                                                                                                • Figure 61: Attributes associated with food packaging types, March 2014
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                • Figure 62: Attributes associated with food packaging types – metal cans (eg canned vegetables, soup, evaporated milk), by gender, March 2014
                                                                                                                                                • Figure 63: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by presence of children in household, March 2014
                                                                                                                                                • Figure 64: Behaviors related to food product packaging, by race and Hispanic origin, March 2014
                                                                                                                                                • Figure 65: Attributes associated with food packaging types – plastic bag (eg bag of noodles, frozen french fries, frozen fruit), by race and Hispanic origin, March 2014
                                                                                                                                                • Figure 66: Attributes associated with food packaging types – flexible pouch (eg baby food, cooking sauce), by race and Hispanic origin, March 2014
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Food Packaging Trends - US - July 2014

                                                                                                                                              US $3,995.00 (Excl.Tax)