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Beverage Packaging Trends - US - June 2019

Covered in this report

For the purposes of this report, Mintel will cover trends in beverage package labeling, material and design in the shelfstable and refrigerated non-alcoholic US beverage industry. The report includes insight into consumer priorities regarding package characteristics specific to beverage categories. In addition, attitudes and behaviors regarding packaging materials and recycling are discussed, particularly as they relate to themes applicable to the report.

While the report focuses on non-alcoholic beverages, some innovation examples feature alcoholic beverages.

"In an increasingly crowded drink market, innovations in packaging form, functionality and materials are important to convey product integrity – freshness, quality and sustainability. Yet, packaging falls very low on the list of importance when choosing food and drinks indicating that consumers don’t fully understand the role packaging plays. Furthermore, beverage consumers participate in only most basic of sustainability practices and think responsibility falls to brands to take the lead in practice. Key opportunities lie in wide-ranging innovations that can not only help consumers link packaging to product integrity but also nudge them into broader, personal engagement in sustainability."
- Mimi Bonnett, Director - Food and Drink, Foodservice

This Report looks at the following areas:

  • How many beverages are too many?
  • Packaging is an afterthought
  • Eco-fears are stoked and consumers are passing the buck
  • Keep it clean in and on pack
  • Get innovative, but keep the environment in mind
  • Give consumers a way to do the right thing

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • How many beverages are too many?
            • Figure 1: Non-alcoholic beverage launches, by launch type, 2014-19*
          • Packaging is an afterthought
            • Figure 2: Important factors in food/ beverage purchase, March 2019
          • Eco-fears are stoked and consumers are passing the buck
            • Figure 3: ecological responsibilities, March 2019
          • The opportunities
            • Keep it clean in and on pack
              • Figure 4: Non-alcoholic beverage launches, by type of claim, 2014-19*
            • Get innovative, but keep the environment in mind
              • Figure 5: Interest in innovations, March 2019
            • Give consumers a way to do the right thing
              • Figure 6: Interest in food/ beverage concepts, by generation, March 2019
            • What it means
            • The Market – What You Need to Know

              • BFY and all-natural claims continue to grow in 2018-19
                • Innovation should be driven by “rethinking plastics”
                • Market Factors

                  • “Bottled” waters, other beverages changing the packaging landscape
                    • Figure 7: Share of non-alcoholic beverage launches, by category, 2014-19*
                  • Natural, eco-friendly and “free-from” claims continue to grow
                    • Figure 8: Non-alcoholic beverage launches, by claim, 2013-19*
                  • “Rethinking plastic” has powerful implications for humans, brands
                    • Figure 9: Current and future habits related to sustainability, March 2019
                • Key Players – What You Need to Know

                  • New packaging comprises about a third of product launches
                    • Private label continues to grow, including in premium
                      • Cans continue to thrive
                        • Plastic reduction promises
                        • What’s Working?

                          • New packaging is integral feature to many product launches
                            • Figure 10: Non-alcoholic beverage launches, by launch type, 2014-19*
                          • Clean label, clean design
                            • Premium packaging upgrades private label
                              • Figure 11: Non-alcoholic beverage launches, by branded and private label, 2014-19*
                            • Packaging with sponsorships, cartoon characters and more
                              • PepsiCo’s Mtn Dew features co-branding, special rewards and charitable giving
                                • Coca-Cola’s packaging showcases sports sponsorships
                                  • Figure 12: 2019 FIFA Women’s World Cup Coca-Cola ad
                                • Classics and newcomers get canned
                                  • Figure 13: Non-alcoholic beverage launches, by packaging type, 2014-19*
                                  • Figure 14: Non-alcoholic beverage launches, by slimline can, 2014-19*
                              • What’s Struggling?

                                • Bottles and pouches give way to almighty aluminum
                                  • Figure 15: Non-alcoholic beverage launches, by packaging material, 2014-19*
                                • Claim creep looms
                                  • Figure 16: Non-alcoholic beverage launches, by type of claim, 2014-19*
                              • What’s Next?

                                • Cans that can: resealable and self-chilling
                                  • Corporate advocacy
                                    • The New Plastic Economy Global Commitment and other partnerships
                                      • Innovative packaging suggest new possibilities
                                        • Skip the packaging?
                                          • The “loop” initiative brings together companies in ground-breaking pilot
                                          • The Consumer – What You Need to Know

                                            • Consumers don’t make the connection between product integrity and packaging
                                              • Consumers still want cool packaging
                                                • Consumers want brands to do the heavy lifting
                                                  • …but interest suggests they want to do more, if it’s easy
                                                  • Important Factors in Food and Drink Purchase

                                                    • Packaging plays a critical role but falls short in importance
                                                      • Figure 17: Important factors in food/ beverage purchase, March 2019
                                                    • Younger adults less driven by product integrity, seek fun packaging
                                                      • Figure 18: Important factors in food/beverage purchase, by generation, March 2019
                                                  • Important Packaging Elements

                                                    • Product integrity outweighs the environment
                                                      • Figure 19: Important packaging elements, March 2019
                                                    • Older consumers prioritize freshness, younger ones on-the-go, single-serve convenience
                                                      • Figure 20: Important packaging elements, by generation, March 2019
                                                    • Parents need packaging that gets the job done
                                                      • Figure 21: Important packaging elements, by parental status, March 2019
                                                  • Perceptions of Drink Packaging

                                                      • Figure 22: Correspondence analysis – Symmetrical map – Beverage packaging perceptions, March 2019
                                                  • General Drink Packaging Innovation

                                                    • Plastic backlash is top of mind
                                                      • Figure 23: Interest in innovations, March 2019
                                                    • Innovations related to cans highest among younger consumers
                                                      • Figure 24: Interest in innovations, by generation, March 2019
                                                    • Parents looking for packaging to simplify life
                                                      • Figure 25: Interest in innovations, by parental status, March 2019
                                                  • Environmental Responsibility

                                                    • Consumers think suppliers should be responsible for environmental friendliness
                                                      • Figure 26: Who should be responsible for eco-friendly choices, March 2019
                                                    • Young adults take less personal responsibility
                                                      • Figure 27: Who should be responsible for eco-friendly choices, by age group, March 2019
                                                  • Offsetting the Plastic Backlash

                                                    • Using recycled plastics is the activity consumers see as most beneficial
                                                      • Figure 28: Company activities desired to offset use of plastic, March 2019
                                                    • Recycling may be enough for Gen X, but younger consumers want more
                                                      • Figure 29: Company activities desired to offset use of plastic, by generation, March 2019
                                                    • Parents are more attuned to range of plastic solutions
                                                      • Figure 30: Company activities desired to offset use of plastic, by parental status, March 2019
                                                  • Sustainability Concepts of Interest

                                                    • Consumers are thirsty for ways to do more
                                                      • Figure 31: Sustainability concepts of interest, March 2019
                                                    • Millennials lead the pack for interest in new ways to be more engaged
                                                      • Figure 32: Sustainability concepts of interest, by generation, March 2019
                                                    • Make sustainability initiatives a family affair
                                                      • Figure 33: Sustainability concepts of interest, by parental status, March 2019
                                                    • Loop programs put a new/old spin on direct-to-consumer
                                                      • Figure 34: Interest in reusable container program, March 2019
                                                    • Gen Z and Millennials show high interest in “Loop” concept
                                                      • Figure 35: Interest in reusable container program, by generation, March 2019
                                                  • Attitudes toward Reusable Container Program

                                                    • Almost half see “loop program” as good for the environment
                                                      • Figure 36: Attitudes toward reusable container program, March 2019
                                                    • Positive attitudes for program underpin support of Gen Z and Millennials
                                                      • Figure 37: Attitudes toward reusable container program, by generation, March 2019
                                                    • Parents show support for “loop” program, and see it as convenient
                                                      • Figure 38: Attitudes toward reusable container program, by parental status, March 2019
                                                  • Information Sources for Environmental and Sustainability Efforts

                                                    • Should mainstream media be the leading resource for education?
                                                      • Figure 39: Information sources for environmental and sustainable efforts, March 2019
                                                    • Information resources present generational divide
                                                      • Figure 40: Information sources for environmental and sustainable efforts, by generation, March 2019
                                                  • Sustainability Practices

                                                    • Consumers may be more committed to beverage pack recycling
                                                      • Figure 41: Food packaging statements – What you’re recycling, March 2019
                                                    • Practices related to recycling, re-using and selecting packages dominate
                                                      • Figure 42: Sustainable food/beverage habits, March 2019
                                                    • Gen Z and Millennials aspire to expand sustainable habits
                                                      • Figure 43: Net sustainable food/beverage habits, by generation, March 2019
                                                    • Gen X+ consumers especially engaged in recycling
                                                      • Figure 44: Current sustainable food/beverage habits, by generation, March 2019
                                                    • Gen Z and Millennials committed to expanding their sustainable habits
                                                      • Figure 45: Future sustainable food/beverage habits, by generation, March 2019
                                                    • Likewise…parents have aspirations
                                                      • Figure 46: Future sustainable food/beverage habits, by parental status, March 2019
                                                  • Mintel Food and Drink Shopper Segmentation

                                                        • Figure 47: Food/drink shopper segmentation, February 2019
                                                      • Quality Seekers (34%)
                                                        • Figure 48: Profile of Quality Seekers, February 2019
                                                      • Adventure Eaters (34%)
                                                        • Figure 49: Profile of Adventure Eaters, February 2019
                                                      • Time Savers (17%)
                                                        • Figure 50: Profile of Time Savers, February 2019
                                                      • Value Chasers (15%)
                                                        • Figure 51: Value Chasers, February 2019
                                                      • Implications of food/drink consumer segments on beverage packaging
                                                        • Consumers have mixed feelings about responsibility
                                                          • Figure 52: Sustainability responsibility, by food and drink consumer segmentation, March 2019
                                                        • Cans, plastic bottles spell convenience to Time Savers
                                                          • Figure 53: Beverage packaging associations, convenience, by food and drink consumer segmentation, March 2019
                                                        • Adventure Eaters are committed to unique programs…
                                                          • Figure 54: Interest in sustainability programs , by food and drink consumer segmentation, March 2019
                                                        • ...yet fall behind Time Savers in unique packaging innovation
                                                          • Figure 55: Beverage packaging innovation, by food and drink consumer segmentation, March 2019
                                                      • Appendix – Data Sources and Abbreviations

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

                                                                      Beverage Packaging Trends - US - June 2019

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