2023
9
US Beverage Packaging Trends Market Report 2023
2023-06-30T04:07:59+01:00
OX1155701
4995
164583
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Report
en_GB
“Economic uncertainty is a prime time for packaging to shine. Beverage packaging provides a platform for brands to communicate product benefits and introduce enticing excitement to the shopping experience. As…

US Beverage Packaging Trends Market Report 2023

$ 4,995 (Excl.Tax)

Description

This US Beverage Packaging Trends Market Report explores the latest developments in the beverage packaging market. With a focus on the consumer, this report provides brands with the facts and statistics that will shape beverage packaging strategy going forward.

Below, we summarize the key topics covered, and offer handpicked insights from the report.

Key Topics Covered

  • Impact of price versus sustainability in food/drink product choice.
  • Beverage packaging attributes that are most important to consumers.
  • Sustainability attitudes and behaviours.
  • Appeal of food/drink sustainability claims.
  • Use of single-serve plastic, including consumer statistics.
  • Packaging attitudes, e.g. what consumers want and don’t want to see from packaging.

Food and Drink Industry Overview

Following tangible inflation, consumers will remain attentive to prices, even as they stabilise. Prices for food and drink are likely to eclipse the 20-year average, with non-alcoholic beverage prices potentially jumping 9% in 2023. As inflation continues to affect food and drink, consumers are feeling the impact more so than other industries. Interestingly, three-quarters of US adults are committed to shopping in a way that does not harm the environment, despite price impacts. When it comes to beverages, however, consumers still consider price before sustainability or environmental claims.

Beverage Packaging Consumer Trends

Price trumps sustainability, for now

Two-thirds of food/drink shoppers prioritise price over sustainability, up since 2022. While rising prices have made it harder for many to purchase sustainable beverages, younger adults (under 45) with healthy finances and who are parents are more likely to opt for sustainable options despite economic pressures. For a broader view of how sustainability impacts your business, check our Global Outlook on Sustainability Consumer Study.

Consumer beverage packaging features of interest

While two-thirds of shoppers prioritise price, sustainability-related attributes still do lead beverage packaging features of interest. Notably, recyclability of packaging is much more important to consumers than ‘inexpensive packaging’. Following sustainability claims, convenience is an area vital to establishing value, such as being easy to open, which 48% of consumers like to see.

Opportunity for Brands

Brands in the beverage packaging industry have a strong market opportunity to utilise packaging strategically in order to communicate good value, excitement, tastiness, fun, and refreshment. 38% of US adults say appealing packaging encourages them to try a new drink, rising to 50% among Gen Z and Millennial shoppers. Exciting appearance, label description, and trial-size packaging are also key for encouraging new product trial.

Find a comprehensive breakdown of the latest market opportunities and strategies for brands in the full report. If you were looking for something else, try exploring our drinks market research.

Products and Brands Discussed

Products: For the purposes of this Report, Mintel will cover trends in beverage package labelling, material and design in the shelf-stable and refrigerated non-alcoholic US beverage industry.

Brands: IHOP, Simply Lemonade, Swiss Miss, Tropicana, Dasani, Trader Joe’s, and more are discussed.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Technology Specialist

This report, written by Jenni Nelson, a leading technology analyst, delivers in-depth commentary and analysis to highlight current trends in the smart home market and add expert context to the numbers.

Economic uncertainty is a prime time for packaging to shine. Beverage packaging provides a platform for brands to communicate product benefits and introduce enticing excitement to the shopping experience. As consumers balance their desires for fiscal and environmental sustainability, they’ll look for brands to assure them they’re making smart choices.

Mimi Bonnett - Senior Director of Mintel US Food and Drink

 

Mimi Bonnett
Senior Director – US Food and Drink

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Price rules food/drink choice despite a desire for sustainability
                    • Figure 1: Price versus sustainability, 2022-23
                  • Packaging is the route to communicating sustainability in food/drink, for now
                    • Figure 2: Sustainability claim appeal – Nets, 2022-23
                  • Awareness of forever chemical seeps into consumer consciousness
                    • Figure 3: Packaging attitudes – Net – Any agree, by price versus sustainability, 2023
                  • Competitive strategies
                    • Packaging is carrying the weight of beverage innovation
                      • Figure 4: Non-alcoholic beverage launches, by launch type, 2020-23*
                    • Packaging communicates consumer priorities, even if they don’t realize it
                      • Figure 5: Beverage launches ranked by the attribute “appealing packaging,” 2023
                    • Opportunities
                      • Demonstrate how your brand is doing its part, but nudge consumers to join in too
                        • Figure 6: Responsibility for eco-friendly packaging choices, 2021-23
                      • Willingness to act fills in for willingness to pay
                        • Figure 7: Sustainability behaviors, 2022-23
                      • Proving value can supplant lowering price
                        • Figure 8: Important beverage packaging attributes, 2023
                    • Market Factors

                      • Prices of non-alcoholic beverages at home rise 11% from 2022-23
                        • Figure 9: Changes in Consumer Price Indexes, legacy data, 2020 through 2023
                      • Beverages are both non-essentials and accessible treats
                        • Figure 10: Food and drink spending priorities – Low priority, 2023
                      • Good environmental intentions remain steady as budgets tighten
                        • Figure 11: Key factors driving consumer behavior – “Describes me very well” or “somewhat describes me,” 2021-23
                      • Food/drink shoppers recognize the benefit of sustainability, hamstrung by inflation
                        • Figure 12: Packaging attitudes – Sustainability – Net – Any agree, by price versus sustainability, 2023
                      • Fluid definition of sustainability presents ample opportunities to communicate, demonstrate, participate
                        • Figure 13: Defining sustainability, 2022
                        • Figure 14: Packaging attitudes – Forms of sustainability – Net – Any agree, by race and Hispanic origin, 2023
                    • Competitive Strategies and Market Opportunities

                      • Brands turn to packaging innovation in beverage NPD
                        • Figure 15: Non-alcoholic beverage launches, by launch type, 2020-23*
                      • Aesthetic and convenience lead for beverage packaging appeal
                        • Figure 16: Beverage launches ranked by the attribute “appealing packaging,” 2023
                      • There are many routes to communicating sustainability
                        • Figure 17: Beverage launches ranked by the attribute “environmentally friendly,” 2023
                      • Packaging among top claims with new beverage launches
                        • Figure 18: Non-alcoholic beverage launches, by leading claims, 2023
                        • Figure 19: Non-alcoholic beverage launches, by change in share of packaging claims, 2020-23*
                      • Plastic PET and aluminum continue to lead beverage launch materials
                        • Figure 20: Non-alcoholic beverage launches, by packaging material, 2020-23*
                    • The Consumer – Fast Facts

                      • Inflation puts the thumb on the scale of price- over sustainability-focus
                        • While price leads, packaging sustainability and quality are still desired
                          • Consumers remain engaged in personal sustainability behavior
                            • Packaging is key to communicating sustainability
                              • Single-serve plastic beverage purchase is wide and growing
                                • Majority of shoppers think sustainability is someone else’s responsibility
                                • Price versus Sustainability

                                  • Price continues to trump sustainability with inflation
                                    • Figure 21: Price versus sustainability, 2022-23
                                  • Young, financially sound parents are target audience for sustainability
                                    • Figure 22: CHAID – Price versus Sustainability, 2023
                                    • Figure 23: CHAID – Price versus Sustainability, 2023
                                  • Black shoppers also appear as a strong target for sustainability
                                    • Figure 24: Price versus sustainability, 2023
                                • Important Beverage Packaging Attributes

                                  • Recycling tops interest in beverage packaging attributes
                                    • Figure 25: Important beverage packaging attributes, 2023
                                    • Figure 26: Packaging attitudes – Packaging materials – Net – Any agree, 2023
                                  • Stack attributes to target user groups
                                    • Figure 27: Cove, 2022
                                    • Figure 28: Important beverage packaging attributes, 2023
                                  • There are many routes to appealing to younger shoppers
                                    • Figure 29: Important beverage packaging attributes, by gender and age, 2023
                                • Sustainability Behaviors

                                  • Sustainability behavior is on the rise
                                    • Figure 30: Sustainability behaviors, 2022-23
                                  • Even price-first shoppers engage in sustainability behaviors
                                    • Figure 31: Sustainability behaviors, by price versus sustainability, 2023
                                  • Young shoppers more likely to change purchase habits for sustainability
                                    • Figure 32: Sustainability behaviors, by gender and age, 2023
                                • Sustainability Claim Appeal

                                  • Packaging claims have strongest sustainability resonance
                                    • Figure 33: Sustainability claim appeal, 2022-23
                                    • Figure 34: Packaging attitudes – Forms of sustainability – Net – Any agree, 2023
                                  • Sustainable packaging claims marry sustainability with value
                                    • Figure 35: Sustainability claim appeal, by price versus sustainability, 2023
                                    • Figure 36: Packaging attitudes – Forms of sustainability – Net – Any agree, by price versus sustainability, 2023
                                  • Packaging sustainability on track to being a must-have
                                    • Figure 37: Sustainability claim appeal, by gender and age, 2023
                                    • Figure 38: Packaging attitudes – Forms of sustainability – Net – Any agree, by gender and age, 2023
                                • Single-serve Plastic

                                  • 87% of US adults purchase beverage in single-serve plastic
                                    • Figure 39: Change in use of single-serve plastic, 2023
                                    • Figure 40: Rothy’s x Evian, 2022
                                  • Kids drive increased purchase of single-serve plastic
                                    • Figure 41: Reasons for purchasing single-serve plastic more often, 2023
                                  • Sustainability, cost savings drive reduced purchase of single-serve plastic
                                    • Figure 42: Reasons for purchasing single-serve plastic less often, 2023
                                    • Figure 43: Packaging attitudes – Format – Net – Any agree, 2023
                                  • Small formats can represent value for financially struggling
                                    • Figure 44: Packaging attitudes – Format – Net – Any agree, by financial situation, 2023
                                • Responsibility for Eco-friendly Packaging Choices

                                  • Consumers are increasingly offloading sustainability responsibility
                                    • Figure 45: Responsibility for eco-friendly packaging choices, 2021-23
                                    • Figure 46: Sprite bottle update, 2021-23
                                    • Figure 47: Packaging attitudes – Sustainability – Net – Any agree, 2023
                                  • Even sustainability-focused shoppers place the responsibility on others
                                    • Figure 48: Responsibility for eco-friendly packaging choices, by price versus sustainability, 2023
                                  • Young adult shoppers deem retailers more responsible than selves
                                    • Figure 49: Responsibility for eco-friendly packaging choices, by gender and age, 2023
                                • Packaging Attitudes

                                  • Two thirds of shoppers worry about forever chemicals
                                    • Figure 50: Packaging attitudes – Net – Any agree, 2023
                                  • Brands can’t discount the prioritization of personal preservation
                                    • Figure 51: Packaging attitudes – Net – Any agree, by price versus sustainability, 2023
                                  • Information sharing will be core to the future of beverage packaging
                                    • Figure 52: Beverage launches ranked by the attribute “exciting,” 2023
                                    • Figure 53: Packaging attitudes – Net – Any agree, by gender and age, 2023
                                  • Dads are a particularly strong target for on-pack communication, tech
                                    • Figure 54: Packaging attitudes – Net – Any agree, by parental status, 2023
                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Abbreviations and terms
                                        • Abbreviations

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