Innovate effectively in the beverage packaging industry with the data-backed consumer preferences revealed in this report. Use Mintel’s analysis of the current trends in the US and align your insight strategy with what’s happening in beverage packaging.
Beverage Packaging – Current Trends
Balancing cost, sustainability, and practicality will shape the future of beverage packaging, requiring brands to invest in packaging that aligns with consumers’ sustainability goals and expectations. More than 70% of consumers believe price is more important than sustainability claims, underscoring cost as the main hurdle to making more eco-conscious shopping choices. However, this emphasis on affordability does not negate the growing demand for sustainable options, as consumers place high expectations on brands to do their part.
Recyclable packaging remains a top priority for consumers, outweighing convenient features like being resealable. Easy to understand eco-claims, such as featuring recycled materials, resonate with consumers’ recycling habits and make sustainability feel attainable. Packaging that gives waste “a second life” enhances its appeal, enabling consumers to make responsible choices.
Manufacturers are under scrutiny regarding sustainability, and brands must also be transparent. While practicality is key in packaging decisions, brands should cater to diverse generations. Practical, sustainable solutions that meet the needs of all age groups should be at the heart of packaging innovation, especially as sustainability claims become competitive differentiators for brands.
Beverage Packaging Statistics
- Beverage packaging innovation interest: Simplicity is key for today’s consumer, as resealability and recycling capabilities lead desired innovations. Interestingly, innovation is comparatively low in modern solutions like biodegradable materials and smart packaging, likely due to a lack of exposure.
- Beverage packaging consumer attitudes: Consumers want to feel good when they buy food. Many believe eco-friendly packaging can tackle climate change, yet economic constraints persist in decision-making. This explains why 60% want to see government mandates for more environmentally friendly packaging materials.
- Beverage packaging consumer behavior: Convenience and portability remain key to consumers’ purchasing decisions. This does mean that single-serve packaging is still relied on. Single-serve plastic bottles in particular are utilised for still and sparkling water convenience factors.
US Beverage Packaging Trends Report – What’s Inside?
Key Topics Analyzed in the Report
- The importance of price vs sustainability
- Important beverage packaging attributes
- Appealing sustainability claims
- Single-serve plastic purchase
- Eco-friendly responsibility
- Beverage packaging innovations
- Attitudes toward beverage packaging
Report Scope
This Report presents a comprehensive analysis of trends in packaging for both beverages and food products across various categories, including shelf-stable, refrigerated, and frozen items within the US market. In addition, food labeling and claims are discussed, particularly as they relate to themes applicable to the Report. The Report also includes consumer behaviors and attitudes related to the themes of food/beverage packaging and sustainability, as well as the connection between food/beverage packaging and value.
Meet the Expert Behind the Analysis
This report was written by Kamari Davis. Kamari joined Mintel in 2023 as a Food & Drink Analyst on the US Reports Team. He brings a background within the alcoholic beverage industry as a category analyst. Kamari holds a degree in Food & Consumer Package Goods Marketing from Western Michigan University.
Shoppers value and recognize the importance of sustainable packaging, but the lower cost of convenience continues to outweigh eco-conscious efforts.
Kamari Davis
Research Analyst, Food & Drink
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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Navigating financial realities may impact beverage packaging preferences
- Households’ outlooks on their personal finances remains bullish
- Graph 1: opinions on financial future, 2023 and 2024
- Graph 2: income growth over the past 12 months, by change in financial situation, 2024
- Eco-friendly is the top packaging claim
- Graph 3: leading package claims for drink category, 2023-24
- Consumers strive to be even more green in 2024
- Graph 4: key lifestyle/ethical priorities for consumers – those who try to act in a way that is not harmful to the environment, 2021-24
- American sustainability initiatives struggle against perceived climate disconnect
- Graph 5: consumers who believe that the country where they live is suffering from climate change 2021-24
- New York City tackles plastic waste with refillable container law
- Plastic pollution is a top concern
- Graph 6: key environmental concerns – NET, 2024
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Consumer Insights
- Consumer fast facts
- Price vs sustainability
- Price poses a hurdle for consumers when it comes to prioritizing sustainability
- Graph 7: importance of price versus sustainability in food & drink purchases, 2023-24
- Brands should look to communicate the value of sustainability in pricing
- Graph 8: importance of price versus sustainability in food/drink purchases, by age, 2024
- Eight out of ten consumers struggling financially prioritize price over sustainability
- Graph 9: importance of price versus sustainability in food & drink purchases, by financial status, 2024
- Important beverage packaging attributes
- Showcase the benefits of packaging through practicality and eco-friendliness
- Graph 10: important beverage packaging attributes, 2023-24
- Beverage packaging preferences across generations: usability vs. aesthetics
- Graph 11: important beverage packaging attributes, by generation, 2024
- While sustainability is a priority, packaging preferences differ based on parental status
- Graph 12: important beverage packaging attributes, by parental status, 2024
- Financial considerations influence importance
- Graph 13: important beverage packaging attributes, by financial situation, 2024
- Sustainability claim appeal
- Educating consumers on compostable packaging to match understanding of recycled material packaging
- Graph 14: sustainability claim appeal, 2024
- Younger consumers seek more from brands than just packaging
- Graph 15: sustainable claim appeal, by generation, 2024
- Parents’ views on sustainability reflect their concern for the future of the environment
- Graph 16: sustainability claim appeal, by parental status, 2024
- Sustainable packaging claims must align with value
- Graph 17: sustainability claim appeal, by price versus sustainability, 2024
- Single-serve plastic purchase
- More than 20% are making more single-serve purchases than a year ago
- Graph 18: change in single-serve plastic purchase, 2024
- Elevate practicality with single-serve users
- Graph 19: reasons for purchasing single-serve plastic more often, 2024
- Financial and environmental decisions are made when it comes to single-serve purchases
- Graph 20: reasons for purchasing single-serve plastic less often, 2024
- Responsibility for eco-friendly packaging choices
- Consumers continue to exert pressure on manufacturers
- Graph 21: responsibility for eco-friendly packaging choices 2021-24
- Brands should address the disconnect between consumer intentions and recycling practices regarding sustainable packaging
- Graph 22: responsibility for eco-friendly packaging choices, by generation, 2024
- Parents set high standards, which often shifts the responsibility onto others
- Graph 23: responsibility for eco-friendly packaging choices, by parental status, 2024
- Beverage packaging innovations
- Consumers are looking for practical innovations
- Graph 24: interest in beverage packaging innovations, 2024
- Embrace the simplicity of ease
- Graph 25: interest in beverage packaging innovations, by generation, 2024
- Balance practicality and sustainability for parents’ convenience
- Graph 26: beverage packaging innovations, by parental status, 2024
- Packaging attitudes
- High value placed on eco-friendly packaging
- Graph 27: attitudes toward beverage packaging, 2024
- Consumers face a sustainability struggle
- Graph 28: attitudes toward beverage packaging – price sensitivity and packaging affordability, 2024
- Aesthetics are important for younger consumers
- Graph 29: attitudes – appealing packaging, 2024
- Younger consumers are looking for a greener future
- Graph 30: attitudes toward beverage packaging – sustainability and packaging importance in packaging, any agree, 2024
- Brands have a chance to empower younger consumers through education
- Graph 31: attitudes toward beverage packaging – recyclable packaging, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- New product launches in 2024
- Companies are embracing variety amid a decline in new innovations
- Graph 32: non-alcoholic beverage launches, by type, 2020-24
- aerflo’s portable carbonation system aims to help consumers save
- Marketing and advertising
- Small changes can have a big impact
- Starbucks’ rewards program takes a step towards sustainability
- Frugalpac presents eco-friendly bottles that reduce their carbon footprint and promote sustainability
- Opportunities
- A more-streamlined process can help younger generations be better recyclers
- Liberty Coca-Cola Beverages enhance sustainability with eco-friendly cartons
- Reuse, recycle with aluminum packaging
- AR coding revolutionizes consumer engagement with personalized marketing and interactive experiences
- Augmented Reality beverage packaging
- QR and AQR aim to enhance consumer experiences
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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