In the food packaging industry, sustainability remains an important consideration. Overall, consumers still prioritize price and functional features over sustainability and environmental concerns in the US, but there is a generational shift.
Consumers aged 18-34 are twice as likely to favor sustainability/environmental claims over price when compared to those over the age of 55. This enables brands to provide targeted messaging.
Consumer preferences
- Food shoppers place the most value on practical, immediate features and benefits. Freshness protection (60%) and ease of use (57% desire “easy to open”) are the top listed priorities.
- Younger consumers (18-54), look for a wider range of packaging communications, like health claims and promotional information. Older consumers (55+) “expect the usual” like expiration date (over 80%) and nutrition facts.
- When it comes to food packaging innovation concepts, a third of consumers seek plastic-free packaging. Yet, more want biodegradable plastic, suggesting plastic is still mostly trusted.
Report Scope
For the purposes of this Report, Mintel will cover trends in food packaging, including all packaging types commonly used for shelf-stable, refrigerated and frozen food items. In addition, food labeling and claims are discussed, particularly as they relate to themes applicable to the Report. In addition, attitudes and behaviors regarding packaging materials and recycling 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
John provides in-depth analysis and insight across a variety of categories, including household and home care, health and wellness, food and beverages, and consumer lifestyles. He brings extensive experience in advertising and shopper marketing, most of it with Saatchi & Saatchi.
Food shoppers acknowledge the importance of sustainability in packaging, but prioritize more immediate, practical factors.
John Owen
Associate Director, Food and Retail
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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
- Consumers remain uneasy about their finances
- Little improvement in recent months in consumers’ view of their personal finances
- Graph 1: assessment of personal financial situation, 2022-24
- The picture changes dramatically when factoring in finances
- Graph 2: inflation behaviors in past two months, by financial situation, 2024
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Consumer Insights
- Consumer fast facts
- Price vs sustainability
- Price remains a priority relative to sustainability
- Graph 3: importance of price versus sustainability in food/drink purchases, 2024
- Pointing to a generational shift, more young adult prioritize sustainability over price
- Graph 4: importance of price versus sustainability in food/drink purchases, by age, 2024
- Financial security bolsters prioritization of sustainability
- Graph 5: price versus sustainability, by personal financial status, 2024
- Importance of food packaging qualities
- Functional features and benefits outweigh environmental factors
- Graph 6: importance of food packaging qualities, 2024
- Older shoppers especially likely to prioritize functional features
- Graph 7: importance of food packaging qualities, by age, 2024
- Packaging communication priorities
- Shoppers prioritize information on freshness, value and healthfulness
- Graph 8: packaging communication priorities, 2024
- Younger shoppers look for a wider array of information, underscoring the opportunity for technologies that enable deeper exploration
- Graph 9: packaging priorities, by age, 2024
- Package type attribute associations
- Package types and materials can help to reinforce brand messages
- Different strengths and weaknesses for different types
- Packaging type attribute associations
- Sustainability-related packaging behaviors
- Packaging offers a hands-on way for brands to engage consumers in sustainability initiatives
- Graph 10: sustainability-related packaging behaviors, 2024
- Packaging offers a hands-on way for brands to engage consumers in sustainability initiatives
- For younger adults, packaging sustainability more likely to factor into purchase decisions
- Graph 11: sustainability-related packaging behaviors, by age, 2024
- Interest in packaging concepts
- Biodegradable plastic continues to draw consumer interest
- Graph 12: interest in packaging concepts
- Attitudes toward food packaging
- Sustainability is a priority, but functionality and cost often come first
- Graph 13: attitudes toward food packaging – tradeoffs, 2024
- Shoppers’ mixed feelings about packaging point to a key challenge for designers
- Graph 14: attitudes toward food packaging – quality and image, 2024
- Simplify recycling to engage younger shoppers
- Graph 15: attitudes toward food packaging – recycling, 2024
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Innovation and Marketing strategies
- Large-scale programs could help to expand the re-use of packaging
- Brands encourage reuse of packaging
- Cans make the brand
- New packaging drives nearly one third of product launches
- Graph 16: food launches, by type, 2019-24
- Packaging refreshes especially prevalent in high-frequency categories
- Graph 17: launch type, by select food categories, 2023-24
- Some food companies struggle to meet packaging sustainability goals
- Packaging-related sustainability claims level off
- Graph 18: incidence of select on-pack ethical/sustainability claims on food launches, 2019-24
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
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