Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Beverage Packaging Trends - US - June 2018

"Innovation in format, functionality, design and customization have made beverage packaging a key feature of new product launches in the category. Packaging innovation can be an especially effective way to engage with key consumers groups such as those aged 18-34 and parents. Challenges lie in creating distinctive packaging in this crowded industry and meeting consumer expectations for informative labeling without overwhelming them."
- Mimi Bonnett, Director - Food and Drink, Foodservice

This Report looks at the following areas:

  • New packaging a growing share of product launches
  • Claim game is getting intense
  • Consumers have high expectations for beverage labeling

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • New packaging a growing share of product launches
            • Figure 1: Non-alcoholic beverage launches, by launch type, 2013-18*
          • Claim game is getting intense
            • Figure 2: Non-alcoholic beverage launches, by type of claim, 2013-18*
          • Consumers have high expectations for beverage labeling
            • Figure 3: Label communication, for those 18-34 and parents, April 2018
          • The opportunities
            • Packaging can influence many of the top factors driving purchase
              • Figure 4: Important factors for beverage choice, April 2018
            • Packaging innovation in format and design can motivate higher spending
              • Figure 5: Impact of packaging format/design, for 18-34-year-olds and parents, April 2018
            • Interest is high in unique packaging, diverse formats, waste reduction
              • Figure 6: Attitudes towards beverage packaging, for 18-34-year-olds and parents, April 2018
            • What it means
            • The Market – What You Need to Know

              • Product launch growth in chilled, RTD
                • Claims show shift to BFY options
                  • Traditional supermarkets top channel
                    • Taste, cost and health are key factors driving purchase
                    • Market Factors

                      • Labeling legislation change is opportunity for rethinking packaging
                        • Juice introductions come on strong
                          • Figure 7: Share of non-alcoholic beverage launches, by category, 2013-18*
                        • Chilled storage launches grow, show trend towards fresh BFY drinks
                          • Figure 8: Non-alcoholic beverage launches, by storage type, 2013-18*
                        • Natural, ethical, eco-friendly and “free-from” claims on the rise
                          • Figure 9: Non-alcoholic beverage launches, by claim, 2013-18*
                        • Traditional supermarkets and mass merchandisers are leading channels
                          • Figure 10: Shopping channel – Beverage purchase, April 2018
                        • Majority of drink purchases on non-refrigerated aisles
                          • Figure 11: Store sections shopped – Drink purchase, April 2018
                        • Taste, cost and health are top three factors driving purchase
                          • Figure 12: Important factors in beverage purchase, April 2018
                      • Key Players – What You Need to Know

                        • New packaging integral to growing share of product launches
                          • Limited editions, special promotions, and recipes featured on packaging
                            • Growth in private label packaging, across range of categories
                              • Cans – especially slimline – used for growing share of new products
                                • Glass bottles popular in BFY and premium packaging
                                  • Customization and artistic promotion
                                    • Inspiration from alcoholic beverages
                                    • What’s Working?

                                      • New packaging is integral feature to growing share of product launches
                                        • Figure 13: Non-alcoholic beverage launches, by launch type, 2013-18*
                                      • Streamlined looks
                                        • Designs with tighter focus on a key feature
                                          • Repackaging brings familiar brands and beverages to new sizes and formats
                                            • Co-branding and promotional activity
                                              • Figure 14: Do More with 7UP – Taco Tuesday, 2018
                                            • Private label offerings offer premium packaging and quality products
                                              • Figure 15: Non-alcoholic beverage launches, for branded and private label 2013-18*
                                            • Cans grow in popularity for new product launches
                                              • Figure 16: Non-alcoholic beverage launches, by packaging type, 2013-18*
                                            • Slimline cans stand out as fast-growing format
                                              • Figure 17: Non-alcoholic beverage launches, by slimline can, 2013-18*
                                            • Retro bottles, labels in premium and health-focused lines
                                              • Eco-friendly and ethical brand positioning
                                              • What’s Struggling?

                                                • Challenges to PET bottles, with declining usage in new product launches
                                                  • Figure 18: Non-alcoholic beverage launches, by packaging material, 2013-18*
                                                • Cartons/pouches used in fewer new launches, but have growth potential
                                                • What’s Next?

                                                  • More opportunities for personalization, artistry and social advocacy
                                                    • Coke’s personalized bottles embody customization trend warranting development
                                                      • Packaging to share and promote arts
                                                        • Sprite’s Cold Lyric series affirms brand association with hip-hop culture
                                                          • Alcoholic beverage category points the way with packaging innovations
                                                            • Inspiring, unique design innovation seen in wine and beer labels
                                                              • Secondary packaging can be used as drink coolers
                                                                • Thermochromic ink has potential for practical, playful packaging
                                                                  • Innovative eye-catching bottle shapes seen in global marketplace
                                                                    • Reclosable aluminium bottles may expand use of metal further
                                                                    • The Consumer – What You Need to Know

                                                                      • Demographic factors shape where consumers buy their drinks
                                                                        • Younger consumers drink “on the go,” care more about packaging
                                                                          • Majority prioritize expiration date, ingredients and calories
                                                                            • See-through packs associated with quality, health and trust
                                                                              • Packaging can propel purchase, but failure drives avoidance
                                                                                • About a third are interested in unique packaging, waste reduction
                                                                                • Where Consumers Purchase Drinks

                                                                                  • Younger shoppers favor mass merchandisers, convenience stores
                                                                                      • Figure 19: Retail channel used – Drink purchase, by age, April 2018
                                                                                    • Older shoppers buy from shelf, younger ones from refrigerated cases
                                                                                        • Figure 20: Store sections shopped – Drink purchase, by age, April 2018
                                                                                      • Supermarkets and club stores favored by more-affluent shoppers
                                                                                        • Figure 21: Retail channel used – Drink purchase, by household income, April 2018
                                                                                      • Least affluent often buy on the go via refrigerated cases at checkout
                                                                                        • Figure 22: Store sections shopped – Drink purchase, by household income, April 2018
                                                                                      • Parents shop widely at mass merchandisers and online retailers
                                                                                          • Figure 23: Retail channel used – Drink purchase, by parental status, April 2018
                                                                                        • Parents shop for drinks throughout the store
                                                                                          • Figure 24: Store sections shopped – Drink purchase, by parental status, April 2018
                                                                                        • Those prioritizing BFY qualities over-index for natural grocery stores
                                                                                            • Figure 25: Retail channel used – Drink purchase, for those who prioritize BFY drink factors, April 2018
                                                                                          • Shoppers of BFY drinks find them in store perimeter, refrigerated cases
                                                                                            • Figure 26: Store sections shopped – Drink purchase, for those who prioritize BFY drink factors, April 2018
                                                                                        • Important Factors to Beverage Purchase

                                                                                          • Younger consumers drink “on the go,” care more about packaging
                                                                                            • Figure 27: Important factors in beverage purchase, by age, April 2018
                                                                                          • Women more likely than men to seek healthy and all natural beverages
                                                                                            • Figure 28: Important factors in beverage purchase, by gender, April 2018
                                                                                          • Income shapes importance given to cost, health and brand
                                                                                            • Figure 29: Important factors in beverage purchase, by age, April 2018
                                                                                          • Being able to drink “on the go” is key for parents
                                                                                            • Figure 30: Important factors in beverage purchase, by age, April 2018
                                                                                          • Asians interested in fresh, healthy ingredients
                                                                                            • Figure 31: Important factors in beverage purchase, by race, April 2018
                                                                                          • Weight given to cost, convenience and packaging vary with retailer choice
                                                                                            • Figure 32: Important factors in beverage purchase, by retailer, April 2018
                                                                                          • Natural grocery store shoppers value factors beyond taste and cost
                                                                                            • Figure 33: Important factors in beverage purchase, for natural grocery store shoppers, April 2018
                                                                                        • Label Communication

                                                                                          • Expiration date, ingredients and calories are top of mind
                                                                                            • Figure 34: Label communication, April 2018
                                                                                          • Women more attentive to a range of factors, especially health related
                                                                                            • Figure 35: Label communication, by gender, April 2018
                                                                                          • Calories and sugar of greater concern as users age
                                                                                            • Figure 36: Label communication, by age, April 2018
                                                                                          • Parents are attentive to functional benefits and vitamins
                                                                                            • Figure 37: Label communication, by parental status, April 2018
                                                                                          • Expiration date is especially important among those who buy large formats
                                                                                            • Figure 38: Label communication on expiration date, by factors prioritized in beverage choice, April 2018
                                                                                          • Organic and eco-friendly shoppers expect more from labels
                                                                                            • Figure 39: Label communication, for organic shoppers and environmentally responsible shoppers, April 2018
                                                                                          • Shoppers motivated by packaging value brand story, claims and benefits
                                                                                            • Figure 40: Label communication, for those who place primacy on packaging, April 2018
                                                                                        • Ingredient Depictions On-pack

                                                                                          • Correspondence analysis
                                                                                            • See-through packs associated with quality and trust
                                                                                              • Figure 41: Correspondence analysis – Perception of drink label attributes, April 2018
                                                                                              • Figure 42: Perceptions of drink label attributes, April 2018
                                                                                            • Younger consumers and parents find range of packaging more appealing
                                                                                              • Figure 43: Perception of drink label attributes – Without image of ingredients, by age, April 2018
                                                                                              • Figure 44: Perception of drink label attributes – Without image of ingredients, by parental status, April 2018
                                                                                            • Consumers under 44 seek visual cues
                                                                                              • Figure 45: Perception of drink label attributes – For different types of packaging, for 18-44-year-olds, April 2018
                                                                                            • See-through bottles and photos engage parents, non-parents alike
                                                                                              • Figure 46: Perception of drink label attributes – Photo of ingredients, by age, April 2018
                                                                                          • Impact of Packaging Format/Design

                                                                                            • Packaging can propel purchase, but packaging failure drives avoidance
                                                                                              • Figure 47: Impact of packaging format/design, April 2018
                                                                                            • Packaging more likely to shape purchase among those 18-34
                                                                                              • Figure 48: Impact of packaging format/design, by Age, April 2018
                                                                                            • Packaging can have significant influence on parent purchases
                                                                                              • Figure 49: Impact of packaging format/design, by parental status, April 2018
                                                                                          • Attitudes and Behaviors towards Packaging

                                                                                            • About a third are interested in unique packaging, waste reduction
                                                                                              • Figure 50: Attitudes towards beverage packaging, April 2018
                                                                                            • Younger consumers more engaged by unique packaging, different sizes
                                                                                              • Figure 51: Attitudes towards beverage packaging, by age, April 2018
                                                                                            • Less-affluent consumers seek unique packaging, smaller formats
                                                                                              • Figure 52: Attitudes towards beverage packaging, by household income, April 2018
                                                                                            • Parents buy larger formats and are motived by unique packaging
                                                                                              • Figure 53: Attitudes towards beverage packaging, by parental status, April 2018
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Consumer survey data
                                                                                                • Direct marketing creative
                                                                                                  • Methodology – Correspondence analysis
                                                                                                    • Abbreviations and terms
                                                                                                      • Abbreviations
                                                                                                        • Terms

                                                                                                        Beverage Packaging Trends - US - June 2018

                                                                                                        US $4,395.00 (Excl.Tax)