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Food Storage and Trash Bags - US - January 2015

“Food storage and trash bag sales are expected to grow steadily in the next few years. Market players could generate more incremental sales by developing and launching innovative new food storage and trash bag products, putting a stronger emphasis on consumers’ use of food storage products away from the home, and working to address consumers’ concerns around plastic safety.”
– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include:

  • How can brands grow sales in a competitive market?
  • How can food storage brands increase consumers’ use of food storage products?
  • What can brands do to address consumers’ plastic safety concerns?

Total US sales of food storage and trash bag products in 2014 have seen a sales increase from sales observed in 2009. Category growth in the coming years will be driven by consumers’ continued reliance on food storage products for storing food/ingredients and meal preparation tasks and on trash bags for home trash management and disposal.

New product innovations could boost category sales and help brands better compete against private label. The strongest opportunity for food storage brands is to develop food storage containers and bags that help consumers to better monitor how fresh their food is. For trash bags, product innovation should be focused on delivering enhanced odor control benefits, such as trash bags designed to contain and eliminate specific types of unpleasant odors.

Mintel expects that that the food storage and trash bag market will continue to grow steadily in the coming years as consumers will continue to need these household staples for storing food in their homes, meal preparation tasks, and in the case of trash bags, home trash management and disposal. However, the challenge for the category is that retailers play a big role in this market and consumers’ preference for using cheaper private label products in some segments will keep growth tempered.

The best way for brands to accelerate category growth and better compete with retailers is to develop innovative new products that offer consumers enhanced functional benefits, whether the products make it easier to monitor food freshness or advanced odor control in trash bags. Not only will consumers pay more for these benefits, but these are the type of attributes that are more difficult for retailers to execute in their own products.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of food storage and trash bag products, at current prices, 2009-19
                      • Market factors
                        • Consumers still want to save money on functional household products
                          • New research on BPA-free plastic products could impact food storage brands
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of food storage and trash bag products, by segment, at current prices, 2011-16
                            • Market players
                              • Figure 3: Share of MULO sales of food storage and trash bag products, by leading companies, 2014
                            • The consumer
                              • Food storage products and trash bags enjoy a high incidence of household use
                                • Figure 4: Product usage, October 2014
                              • Brands should focus on expanding food storage product usage occasions
                                • Figure 5: Reasons for using food storage products, October 2014
                              • Consumers value functional attributes when selecting both food storage and trash bag products
                                • Consumers willing to pay more for food storage and trash bag products with added functional benefits
                                  • Figure 6: Interest in new products, October 2014
                                • What we think
                                • Issues and Insights

                                    • How can brands grow sales in a competitive market?
                                      • The issues
                                        • The implications
                                          • How can food storage brands increase consumers’ use of food storage products?
                                            • The issues
                                              • The implications
                                                • What can brands do to address consumers’ plastic safety concerns?
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Help Me Help Myself
                                                          • Trend: Life Hacking
                                                            • Trend: Factory Fear
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales and forecast of food storage and trash bag products
                                                                  • Figure 7: Total US retail sales and forecast of food storage and trash bag products, at current prices, 2009-19
                                                                  • Figure 8: Total US retail sales and forecast of food storage and trash bag products, at inflation-adjusted prices, 2009-19
                                                                • Steady growth expected for food storage and trash bag market
                                                                  • Figure 9: Total US retail sales and fan chart forecast of food storage and trash bag products, at current prices, 2009-19
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Consumer confidence has improved but consumers still want to save
                                                                      • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                    • Total population growth will continue to help the market
                                                                      • Figure 11: Population, by age, 2009-19
                                                                    • New research on BPA-free plastic products could impact market
                                                                    • Competitive Context

                                                                      • Reusable food covers continue to act as source of competition
                                                                        • Reusable plastic bags compete with smaller trash bags
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Food storage and trash bag sales by segment
                                                                              • Figure 12: Segment share of total US retail sales of food storage and trash bag products, 2014
                                                                            • Trash bags make up top segment in the category
                                                                              • Figure 13: Total US retail sales and forecast of trash bags, at current prices, 2009-19
                                                                            • Food storage container sales expected to grow in the coming years
                                                                              • Figure 14: Total US retail sales and forecast of food storage containers, at current prices, 2009-19
                                                                            • Plastic food bags segment posts solid sales gains but brands struggling
                                                                              • Figure 15: Total US retail sales and forecast of plastic food bags, at current prices, 2009-19
                                                                            • Aluminum foil sales are flat
                                                                              • Figure 16: Total US retail sales and forecast of aluminum foil, at current prices, 2009-19
                                                                            • Plastic wrap showing signs of struggle
                                                                              • Figure 17: Total US retail sales and forecast of plastic wrap, at current prices, 2009-19
                                                                            • Wax paper small but growing segment
                                                                              • Figure 18: Total US retail sales and forecast of waxed paper, at current prices, 2009-19
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • “Other MULO channels” account for majority of food storage and trash bag sales
                                                                                • Sales of food storage and trash bag products, by channel
                                                                                  • Figure 19: Total US retail sales of food storage and trash bag products, by channel, at current prices, 2009-14
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • Retailers account for largest share of MULO category sales
                                                                                    • MULO manufacturer sales of food storage and trash bag products
                                                                                      • Figure 20: MULO sales of food storage and trash bags, by leading companies, 2013 and 2014
                                                                                  • Brand Share – Trash Bags

                                                                                    • Key points
                                                                                      • Retailers combined lead the MULO trash bag segment
                                                                                        • MULO sales of trash bags
                                                                                          • Figure 21: MULO sales of trash bags, by leading companies, 2013 and 2014
                                                                                      • Brand Share – Food Storage Containers

                                                                                        • Key points
                                                                                          • Sterilite and Newell Rubbermaid top players
                                                                                            • SC Johnson and Clorox struggle while the Rank Group posts solid gains
                                                                                              • MULO sales of food storage containers
                                                                                                • Figure 22: MULO sales of food storage containers, by leading companies, 2013 and 2014
                                                                                            • Brand Share – Plastic Food Bags

                                                                                              • Key points
                                                                                                • Retailers very strong in MULO plastic food storage bags segment
                                                                                                  • MULO sales of plastic food bags
                                                                                                    • Figure 23: MULO sales of plastic food bags, by leading companies, 2013 and 2014
                                                                                                • Brand Share – Aluminum Foil

                                                                                                  • Key points
                                                                                                    • Reynolds Wrap and private label continue to drive sales of aluminum foil
                                                                                                      • MULO sales of aluminum foil
                                                                                                        • Figure 24: MULO sales of aluminum foil, by leading companies, 2013 and 2014
                                                                                                    • Brand Share – Plastic Wrap

                                                                                                      • Key points
                                                                                                        • Clorox and retailers lead MULO plastic wrap segment
                                                                                                          • MULO sales of plastic wrap
                                                                                                            • Figure 25: MULO sales of plastic wrap, by leading companies, 2013 and 2014
                                                                                                        • Brand Share – Wax Paper

                                                                                                          • Key points
                                                                                                            • Reynolds top brand in MULO wax paper segment
                                                                                                              • MULO sales of wax paper
                                                                                                                • Figure 26: MULO sales of wax paper, by leading companies, 2013 and 2014
                                                                                                            • Innovations and Innovators

                                                                                                              • Retailers continue to be aggressive with private label product launches
                                                                                                                • Figure 27: Share of branded and private label food storage and trash bag launches, 2009-14
                                                                                                              • Odor control top trend in trash bags
                                                                                                              • Marketing Strategies

                                                                                                                • Overview
                                                                                                                  • Food storage
                                                                                                                    • Ziploc “Little Beasts” Campaign
                                                                                                                      • Figure 28: Ziploc Little Beasts Series: Late for School
                                                                                                                    • Glad “Reasons to Believe in Magic (Wrap)” Campaign
                                                                                                                      • Figure 29: Glad Press’n Seal Reasons to Believe in Magic Wrap Tip #33
                                                                                                                    • Trash bags:
                                                                                                                      • Glad Black Bag TrashCrashers
                                                                                                                        • Figure 30: Glad Black Bag TrashCrashers: Fashion Forward
                                                                                                                      • Hefty “The Ultimate Garbage Men” Campaign
                                                                                                                        • Figure 31: The Ultimate Garbage Men: Hefty Ultimate Ad
                                                                                                                    • Product Usage

                                                                                                                      • Key points
                                                                                                                        • Food storage and trash bag products used in most households
                                                                                                                          • Figure 32: Product usage, October 2014
                                                                                                                        • Brands could work to increase younger consumers’ use of certain products
                                                                                                                          • Figure 33: Product usage, by age, October 2014
                                                                                                                      • Reasons for Using Food Storage Products

                                                                                                                        • Key points
                                                                                                                          • Brands should highlight other uses for food storage products
                                                                                                                            • Figure 34: Reasons for using food storage products, October 2014
                                                                                                                          • Older consumers not as likely to be using products to take food on-the-go
                                                                                                                            • Figure 35: Reasons for using food storage products, by gender and age, October 2014
                                                                                                                        • Top Food Storage Product Attributes

                                                                                                                          • Key points
                                                                                                                            • Tight seal, effectiveness of keeping food fresh, and durability top attributes
                                                                                                                              • Figure 36: Most important attributes when selecting food storage products – very important, October 2014
                                                                                                                            • Glass containers can deliver on several attributes younger women value
                                                                                                                              • Figure 37: Most important attributes when selecting food storage products – Very important, by gender and age, October 2014
                                                                                                                            • Larger households place more importance on “convenience” attributes
                                                                                                                              • Figure 38: Most important attributes when selecting food storage products – Very important, by household size, October 2014
                                                                                                                          • Attitudes Concerning Food Storage Products

                                                                                                                            • Key points
                                                                                                                              • Consumers’ attitudes don’t necessarily align with product usage behaviors
                                                                                                                                • Figure 39: Attitudes concerning food storage products, October 2014
                                                                                                                              • Brands could help improve younger consumers’ confidence in the kitchen
                                                                                                                                • Figure 40: Attitudes concerning food storage products, by gender and age, October 2014
                                                                                                                              • Presence of children impacts perceptions of plastic safety
                                                                                                                                • Figure 41: Attitudes concerning food storage products, by presence of children in household, October 2014
                                                                                                                            • Top Trash Bag Product Attributes

                                                                                                                              • Key points
                                                                                                                                • Product function of utmost important to trash bag users
                                                                                                                                  • Figure 42: Most important attributes when selecting trash bags – very important, October 2014
                                                                                                                                • Younger consumers value trash bags that combat odor
                                                                                                                                  • Figure 43: Most important attributes when selecting trash bags – Very important, by gender and age, October 2014
                                                                                                                              • New Product Opportunities

                                                                                                                                • Key points
                                                                                                                                  • Consumers interested in and willing to pay more for enhanced functional benefits
                                                                                                                                    • Figure 44: Insignia After Opening Freshness Timer Intelligent Labels
                                                                                                                                    • Figure 45: Interest in new products, October 2014
                                                                                                                                  • Younger consumers interested in variety of enhanced functional benefits
                                                                                                                                    • Figure 46: Interest in new products – Interested in buying and would be willing to pay more for, by gender and age, October 2014
                                                                                                                                  • Larger households more willing to pay for enhanced functional benefits
                                                                                                                                    • Figure 47: Interest in new products – Interested in buying and would be willing to pay more for, by household size, October 2014
                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                  • Key points
                                                                                                                                    • Leftovers not as important to Hispanics
                                                                                                                                      • Figure 48: Product usage, by race/Hispanic origin, October 2014
                                                                                                                                    • Hispanics and Blacks place more important on secondary product attributes
                                                                                                                                      • Figure 49: Most important attributes when selecting food storage products – Very important, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 50: Most important attributes when selecting trash bags – Very important, by race/Hispanic origin, October 2014
                                                                                                                                    • Hispanics and Blacks willing to pay more for added functional benefits
                                                                                                                                      • Figure 51: Interest in new products – Interested in buying and would be willing to pay more for, by race/Hispanic origin, October 2014
                                                                                                                                  • Appendix – Other Market Tables

                                                                                                                                    • Segment performance
                                                                                                                                      • Figure 52: Total US retail sales of food storage and trash bag products, by segment, at current prices, 2012-14
                                                                                                                                    • Retail channels
                                                                                                                                      • Figure 53: Total US retail sales of food storage and trash bag products, by channel, at current prices, 2012-14
                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                    • Product usage
                                                                                                                                      • Figure 54: Product usage, by household income, October 2014
                                                                                                                                      • Figure 55: Product usage, by household size, October 2014
                                                                                                                                    • Brand usage
                                                                                                                                      • Figure 56: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household income, April 2013-June 2014
                                                                                                                                      • Figure 57: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household size, April 2013-June 2014
                                                                                                                                      • Figure 61: Brands of disposable food storage containers used in household, by household size, April 2013-June 2014
                                                                                                                                    • Reasons for using food storage products
                                                                                                                                      • Figure 62: Reasons for using food storage products, by gender and age, October 2014
                                                                                                                                      • Figure 63: Reasons for using food storage products, by household income, October 2014
                                                                                                                                      • Figure 64: Reasons for using food storage products, by presence of children in household, October 2014
                                                                                                                                      • Figure 65: Reasons for using food storage products, by household size, October 2014
                                                                                                                                    • Top food storage product attributes
                                                                                                                                      • Figure 66: Most important attributes when selecting food storage products, October 2014
                                                                                                                                    • Attitudes concerning food storage products
                                                                                                                                      • Figure 67: Attitudes concerning food storage products, by household size, October 2014
                                                                                                                                    • Top trash bag attributes
                                                                                                                                      • Figure 68: Most important attributes when selecting trash bags, October 2014
                                                                                                                                      • Figure 69: Most important attributes when selecting trash bags – Very important, by household size, October 2014
                                                                                                                                    • New product opportunities
                                                                                                                                      • Figure 70: Interest in new products, October 2014
                                                                                                                                      • Figure 71: Interest in new products – Interested in buying and would be willing to pay more for, by presence of children in household, October 2014
                                                                                                                                    • Impact of race and Hispanic origin
                                                                                                                                      • Figure 72: Reasons for using food storage products, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 73: Attitudes concerning food storage products, by race/Hispanic origin, October 2014
                                                                                                                                      • Figure 74: Brands of plastic/paper/parchment kitchen and food wrap used in household, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                      • Figure 75: Brands of aluminum foil used in household, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                      • Figure 76: Brands of disposable food storage containers used in household, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                      • Academy of Nutrition and Dietetics
                                                                                                                                        • Film and Bag Federation (FBF)
                                                                                                                                          • Food Marketing Institute
                                                                                                                                            • Refrigerated Foods Association (RFA)

                                                                                                                                            Companies Covered

                                                                                                                                            • Clorox Company , The
                                                                                                                                            • Newell Rubbermaid Inc.
                                                                                                                                            • Rank Group
                                                                                                                                            • SC Johnson
                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                            Food Storage and Trash Bags - US - January 2015

                                                                                                                                            £3,277.28 (Excl.Tax)