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Food Storage - US - February 2014

“The food storage market is expected to grow slowly into 2018. However, the market does face some challenges. Companies and brands will have to continue exploring new innovation opportunities in order to accelerate market growth and stave off competition from private label, as well as better engage the growing Hispanic population.”

– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include:

  • How can companies accelerate market growth?
  • How can brands better compete with private label products?
  • How will greater outreach and engagement with Hispanics help grow sales?

Though the market struggled in the years immediately following the recession, it has since recovered and is growing slowly. Most products in the category benefit from having a high incidence of household use as these products are household staples that help consumers to store and prepare food. Category growth in the next few years will continue to be driven by this need.

The big challenge for this market is that consumers have a strong cost-savings mindset when shopping for these products, with price being one of their top considerations. Consumers’ desire to save money where possible has kept market growth at a slow pace. In addition, private label plays a big role in this category. Private label products account for the largest portion of sales in the MULO food storage market. In order to accelerate category growth and better compete against private label, market players will have to continue exploring and developing innovative new food storage products that provide users with added functional benefits, such as light indicators to show when food is starting to spoil. Such benefits could influence consumers to spend more money in this category and help brands better differentiate from private label offerings.

The key topics of focus for the 2014 report include understanding consumers’ current approach to cooking, which influences how they use food storage products; their overall usage of food storage products; and their primary shopping behaviors when making food storage purchases.

This report will also explore understanding the attributes that consumers value most when selecting these products. Another key theme is determining what new types of products and attributes consumers would be most interested in seeing in order to give market players guidelines as to which products could help to accelerate category growth. This report builds on the analysis presented in Mintel’s Food Storage—US, January 2013 and previous reports with this same title in April 2011, April 2010, May 2004, and February 2002.

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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 products, at current prices, 2008-18
                      • Market factors
                        • Median household income levels continue to fall
                          • Better engagement of Hispanic population could help market
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of food storage products, by segment, at current prices, 2010-15
                            • Market players
                              • Figure 3: Share of MULO sales of food storage products, by leading companies, 2013
                            • The consumer
                              • More than half of consumers are “Leftovers Cooks”
                                • Figure 4: Consumers’ approach to cooking, December 2013
                              • Many food storage products enjoy high incidence of household use
                                • Figure 5: Food storage usage, December 2013
                              • Consumers are shopping the category with cost-savings mindset
                                • Price and effectiveness of keeping food fresh commonly ranked top attribute
                                  • Consumers interested in products that offer them greater functional benefits
                                    • Figure 6: Interest in new food storage products and attributes, December 2013
                                  • What we think
                                  • Issues and Insights

                                      • Find ways of accelerating market growth
                                        • The issues
                                          • The implications
                                            • Better compete with private label products
                                              • The issues
                                                • The implications
                                                  • Better engage with Hispanics
                                                    • The issues
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Sense of the Intense
                                                            • Trend: Extend My Brand
                                                              • Mintel Futures: East Meets West
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Market growing slowly, faster growth derailed by desire to save money
                                                                    • Sales and forecast of food storage products
                                                                      • Figure 7: Total US retail sales and forecast of food storage products, at current prices, 2008-18
                                                                      • Figure 8: Total US retail sales and forecast of food storage products, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 9: Total US retail sales and fan chart forecast of food storage products, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Consumer confidence is growing, but consumers still want to save
                                                                          • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                        • Median household income continues to decline
                                                                          • Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
                                                                        • Engaging growing Hispanic population could help the market
                                                                          • Figure 12: Population, by race and Hispanic origin, 2008-18
                                                                      • Competitive Context

                                                                        • Reusable food covers pose competition for the food storage market
                                                                          • Opportunity for the food storage market:
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Containers, bags, and aluminum foil account for majority of sales
                                                                                • Figure 13: Segment share of total US retail sales of food storage products, 2013
                                                                              • Containers see steady growth
                                                                                • Figure 14: Total US retail sales and forecast of food storage containers, at current prices, 2008-13
                                                                              • Food storage bags experience modest gains
                                                                                • Figure 15: Total US retail sales and forecast of food storage bags, at current prices, 2008-13
                                                                              • Aluminum foil segment struggles slightly
                                                                                • Figure 16: Total US retail sales and forecast of aluminum foil, at current prices, 2008-13
                                                                              • Plastic wrap segment recovering
                                                                                • Figure 17: Total US retail sales and forecast of plastic wrap, at current prices, 2008-13
                                                                              • Though smallest segment, wax paper seeing greatest growth
                                                                                • Figure 18: Total US retail sales and forecast of wax paper, at current prices, 2008-13
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Most food storage purchases take place through “other retail channels”
                                                                                  • Sales of food storage products, by channel
                                                                                    • Figure 19: Total US retail sales of food storage products, by channel, at current prices, 2008-13
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Private label top player in the MULO food storage market
                                                                                      • MULO manufacturer sales of food storage products
                                                                                        • Figure 20: MULO sales of food storage products, by leading companies, 2012 and 2013
                                                                                    • Brand Share – Food Storage Containers

                                                                                      • Key points
                                                                                        • Sterilite and Newell Rubbermaid top players
                                                                                          • SC Johnson sees success with Ziploc containers while Clorox struggles
                                                                                            • Private label has smallest presence in food storage containers segment
                                                                                              • MULO sales of food storage containers
                                                                                                • Figure 21: MULO sales of food storage containers, by leading companies, 2012 and 2013
                                                                                            • Brand Share – Food Storage Bags

                                                                                              • Key points
                                                                                                • Private label and SC Johnson top players in bags segment
                                                                                                  • Rank Group sees both gains and declines
                                                                                                    • MULO sales of food storage bags
                                                                                                      • Figure 22: MULO sales of food storage bags, by leading companies, 2012 and 2013
                                                                                                  • Brand Share – Aluminum Foil

                                                                                                    • Key points
                                                                                                      • Reynolds Wrap and private label dominate aluminum foil segment
                                                                                                        • MULO sales of aluminum foil
                                                                                                          • Figure 23: MULO sales of aluminum foil, by leading companies, 2012 and 2013
                                                                                                      • Brand Share – Plastic Wrap

                                                                                                        • Key points
                                                                                                          • Clorox and private label lead plastic wrap segment
                                                                                                            • MULO sales of plastic wrap
                                                                                                              • Figure 24: MULO sales of plastic wrap, by leading companies, 2012 and 2013
                                                                                                          • Brand Share – Wax Paper

                                                                                                            • Key points
                                                                                                              • Reynolds wax paper and parchment paper lead the segment
                                                                                                                • MULO sales of wax paper
                                                                                                                  • Figure 25: MULO sales of wax paper, by leading companies, 2012 and 2013
                                                                                                              • Innovations and Innovators

                                                                                                                • Private label accounts for majority of new product launches
                                                                                                                  • Figure 26: Share of branded and private label food storage product launches, 2008-13
                                                                                                                • Consumers have a number of private label options
                                                                                                                  • Companies offer environmentally friendly product options
                                                                                                                    • Seasonal designs still popular
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview
                                                                                                                        • Reynolds assists consumers with cooking and baking activities
                                                                                                                          • Figure 27: Reynolds Wrap Aluminum Foil, Grill Duty Ad, 2013
                                                                                                                          • Figure 28: Reynolds Parchment Paper ad, 2013
                                                                                                                        • Glad targets moms
                                                                                                                          • Figure 29: Glad ad, from one protector to another, 2013
                                                                                                                      • Consumers’ Approach to Cooking

                                                                                                                        • Key points
                                                                                                                          • Most consumers make more food than they need
                                                                                                                              • Figure 30: Consumers’ approach to cooking, by gender and age, December 2013
                                                                                                                              • Figure 31: Consumers’ approach to cooking, by household income, December 2013
                                                                                                                            • Size of household impacts how consumers approach meal preparation
                                                                                                                                • Figure 32: Consumers’ approach to cooking, by household size, December 2013
                                                                                                                            • Usage of Food Storage Products

                                                                                                                              • Key points
                                                                                                                                • Food storage products enjoy a high incidence of household use
                                                                                                                                  • Figure 33: Food storage usage, December 2013
                                                                                                                                • Slight differences in food storage use by income level
                                                                                                                                  • Figure 34: Food storage usage, by household income, December 2013
                                                                                                                                • Incidence of food storage use slightly higher in larger households
                                                                                                                                  • Figure 35: Food storage usage, by household size, December 2013
                                                                                                                                  • Figure 36: Food storage usage, by parents with children in household, December 2013
                                                                                                                                • Leftovers Cooks have highest incidence of category use
                                                                                                                                  • Figure 37: Food storage usage, by consumers' approach to cooking, December 2013
                                                                                                                              • Frequency of Food Storage Use

                                                                                                                                • Key points
                                                                                                                                  • Most popular products used most frequently
                                                                                                                                    • Figure 38: Frequency of food storage product usage, December 2013
                                                                                                                                  • Larger households more likely to be using products regularly
                                                                                                                                    • Figure 39: Regular use of food storage product usage, by household size, December 2013
                                                                                                                                • Brand Usage

                                                                                                                                  • Key points
                                                                                                                                    • Glad and Reynolds most commonly used plastic/paper/parchment wrap brands
                                                                                                                                      • Figure 40: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household income, July 2012-September 2013
                                                                                                                                    • Reynolds is the top aluminum foil brand
                                                                                                                                      • Figure 41: Brands of aluminum foil used in household, by household income, July 2012-September 2013
                                                                                                                                    • Ziploc and GladWare top disposable food storage container brands
                                                                                                                                      • Figure 42: Brands of disposable food storage containers used in household, by household income, July 2012-September 2013
                                                                                                                                  • Shopping for Food Storage

                                                                                                                                    • Key points
                                                                                                                                      • Stocking up on discounted products most common shopping behavior
                                                                                                                                        • Figure 43: Shopping for food storage products, December 2013
                                                                                                                                      • Women approach category with stronger cost-savings mentality
                                                                                                                                        • Figure 44: Shopping for food storage products, by gender and age, December 2013
                                                                                                                                        • Figure 45: Shopping for food storage products, by consumers' approach to cooking, December 2013
                                                                                                                                    • Most Valued Food Storage Product Attributes

                                                                                                                                      • Key points
                                                                                                                                        • Price, tight seal, and ability to keep food fresh top attributes
                                                                                                                                          • Figure 46: Top attributes when choosing a food storage product, December 2013
                                                                                                                                          • Figure 47: Ranking of attributes when choosing a food storage product, December 2013
                                                                                                                                        • Older consumers value a tight seal
                                                                                                                                          • Figure 48: Top attributes when choosing a food storage product, by gender and age, December 2013
                                                                                                                                      • Interest in New Food Storage Products

                                                                                                                                        • Key points
                                                                                                                                          • Consumers interested in products that provide added functionality
                                                                                                                                            • Figure 49: Interest in new food storage products and attributes, December 2013
                                                                                                                                          • Younger men and women interested in variety of food storage solutions
                                                                                                                                            • Figure 50: Any interest in new food storage products and attributes, by gender and age, December 2013
                                                                                                                                          • Larger households more likely to be interested in new products
                                                                                                                                            • Figure 51: Any interest in new food storage products and attributes, by household size, December 2013
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanics not as interested in having leftovers
                                                                                                                                              • Figure 52: Consumers’ approach to cooking, by race/Hispanic origin, December 2013
                                                                                                                                            • Hispanics less likely than other segments to use food storage products
                                                                                                                                              • Figure 53: Food storage usage, by race/Hispanic origin, December 2013
                                                                                                                                            • Saving money important for racial/ethnic segments
                                                                                                                                              • Figure 54: Shopping for food storage products, by race/Hispanic origin, December 2013
                                                                                                                                              • Figure 55: Top attributes when choosing a food storage product (any ranking), by race/Hispanic origin, December 2013
                                                                                                                                              • Figure 56: Top ranked attribute when selection food storage products, by race/Hispanic origin, December 2013
                                                                                                                                            • Blacks and Hispanics have interest in new category innovations
                                                                                                                                              • Figure 57: Any interest in new food storage products and attributes, by race/Hispanic origin, December 2013
                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                            • Segment performance
                                                                                                                                              • Figure 58: Total US retail sales of food storage products, by segment, at current prices, 2011 and 2013
                                                                                                                                            • Retail channels
                                                                                                                                              • Figure 59: Total US retail sales of food storage products, by channel, at current prices, 2011-13
                                                                                                                                            • Consumers’ approach to cooking
                                                                                                                                              • Figure 60: Cooking responsibility, December 2013
                                                                                                                                              • Figure 61: Cooking responsibility, by gender and age, December 2013
                                                                                                                                              • Figure 62: Cooking responsibility, by household income, December 2013
                                                                                                                                              • Figure 63: Consumers’ approach to cooking, by parents with children in household, December 2013
                                                                                                                                              • Figure 64: Consumers’ approach to cooking, by presence of children in household, December 2013
                                                                                                                                            • Usage of food storage products
                                                                                                                                              • Figure 65: Food storage usage, by gender and age, December 2013
                                                                                                                                            • Frequency of food storage use
                                                                                                                                              • Figure 66: Regular (once a week or more) use of food storage products, by household income, December 2013
                                                                                                                                              • Figure 67: Regular (once a week or more) use of food storage products, by consumers' approach to cooking, December 2013
                                                                                                                                              • Figure 68: Heavy use (a few times a week or more) of food storage products, by household income, December 2013
                                                                                                                                              • Figure 69: Heavy (a few times a week or more) use of food storage products, by consumers' approach to cooking, December 2013
                                                                                                                                              • Figure 70: Amount of plastic wrap used in the last six months, by household income, July 2012-September 2013
                                                                                                                                              • Figure 71: Amount of plastic wrap used in the last six months, by household size, July 2012-September 2013
                                                                                                                                              • Figure 72: Amount of parchment used in the last six months, by household income, July 2012-September 2013
                                                                                                                                              • Figure 73: Amount of parchment used in the last six months, by household size, July 2012-September 2013
                                                                                                                                              • Figure 74: Amount of wax paper used in the last six months, by household income, July 2012-September 2013
                                                                                                                                              • Figure 75: Amount of wax paper used in the last six months, by household size, July 2012-September 2013
                                                                                                                                              • Figure 76: Frequency of aluminum foil use in household, by household income, July 2012-September 2013
                                                                                                                                              • Figure 77: Frequency of aluminium foil use in household, by household size, July 2012-September 2013
                                                                                                                                              • Figure 78: Frequency of plastic freezer, sandwich, or food storage bag use in household, by household income, July 2012-September 2013
                                                                                                                                              • Figure 79: Frequency of plastic freezer, sandwich, or food storage bag use in household, by household size, July 2012-September 2013
                                                                                                                                              • Figure 80: Amount of disposable food storage containers used in household, by household income, July 2012-September 2013
                                                                                                                                              • Figure 81: Amount of disposable food storage containers used in household, by household size, July 2012-September 2013
                                                                                                                                            • Shopping for food storage
                                                                                                                                              • Figure 82: Shopping for food storage products, by household income, December 2013
                                                                                                                                            • Most valued food storage product attributes
                                                                                                                                              • Figure 83: Top attributes when choosing a food storage product, by consumers' approach to cooking, December 2013
                                                                                                                                              • Figure 84: Top attributes when choosing a food storage product, by household income, December 2013
                                                                                                                                              • Figure 85: Top attributes when choosing a food storage product, by household size, December 2013
                                                                                                                                              • Figure 86: Top attributes when choosing a food storage product, by parents with children in household, December 2013
                                                                                                                                              • Figure 87: Top ranked attribute when choosing a food storage product, by gender and age, December 2013
                                                                                                                                            • Interest in new food storage products
                                                                                                                                              • Figure 88: Any interest in new food storage products and attributes, by household income, December 2013
                                                                                                                                              • Figure 89: Any interest in new food storage products and attributes, by consumers' approach to cooking, December 2013
                                                                                                                                              • Figure 90: Any interest in new food storage products and attributes, by household size, December 2013
                                                                                                                                              • Figure 91: Any interest in new food storage products and attributes, by parents with children in household, December 2013
                                                                                                                                              • Figure 92: Any interest in new food storage products and attributes, by presence of children in household, December 2013
                                                                                                                                              • Figure 93: Top ranked attribute when choosing a food storage product, by consumers' approach to cooking, December 2013
                                                                                                                                            • Race and Hispanic origin
                                                                                                                                              • Figure 94: Cooking responsibility, by race/Hispanic origin, December 2013
                                                                                                                                              • Figure 95: Heavy use (a few times a week or more) of food storage products, by race/Hispanic origin, December 2013
                                                                                                                                              • Figure 96: Importance of attributes in food storage product/container selection—Any selection, by race/Hispanic origin, December 2013
                                                                                                                                              • Figure 97: Amount of plastic wrap used in the last six months, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                              • Figure 98: Amount of parchment used in the last six months, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                              • Figure 99: Amount of wax paper used in the last six months, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                              • Figure 100: Frequency of aluminum foil use in household, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                              • Figure 101: Frequency of plastic freezer, sandwich, or food storage bag use in household, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                              • Figure 102: Amount of disposable food storage containers used in household, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Clorox Company , The
                                                                                                                                            • Family Dollar Stores, Inc
                                                                                                                                            • Newell Rubbermaid Inc.
                                                                                                                                            • S.C. Johnson & Son, Inc.
                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                            Food Storage - US - February 2014

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