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Food and Beverage Packaging Trends in the U.S.: Consumer Viewpoints and Marketer Opportunities

Abstract

Food and Beverage Packaging Trends in the U.S. provides fresh, original and actionable analysis of how key consumer trends intersect with and impact food and beverage packaging. Packaging has increasingly moved beyond basic functionality into value-added features that amp up convenience, product quality and freshness, and eco-friendliness. Based on proprietary Packaged Facts survey data, this report analyzes which packaging attributes and innovations are most valuable to consumers and most likely to influence consumer behavior.

This report provides food manufacturers, marketers and brand managers as well as retailers with answer to these key questions:

  • How do key consumer trends of quality, convenience and eco-friendliness impact food and beverage packaging?
  • What's new and next in food and beverage packaging?
  • What are the implications for manufacturers and retailers?

From purchase at the shelf through consumption, packaging for food and beverages is evolving to intersect with consumer priorities. Categories and brands have benefited significantly when manufacturers and retailers have alinged packaging innovaton with emerging consumer attitudes and trends. To navigate this dynamic environment, manufacturers and retailers must understand what will matter most to consumers and which packaging innovations can deliver benefits that actually impact behavior.

Table of Contents

Chapter 1: Executive Summary

  • Introduction
    • Scope and Methodology
    • Report Methodology
    • Role of Packaging for Consumers
      • Figure 1-1: Percent of Consumers Dissatisfied With Packaging Options Available: By Product Type, 2012
      • Figure 1-2: Percent of Consumers Who Strongly or Somewhat Agree With Selected Grocery Packaging Statements, 2012
      • Table 1-1: Summary of Consumer Comments Concerning Dissatisfaction with Packaging for Various Product Types

Chapter 2: Food

  • Figure 2-1: Grocery Packaging Features That Consumers Consider Especially Important, 2012 (percent of consumers)
  • Flexible Pouches
    • Figure 2-2: Percent of Consumers Who Purchased a Grocery Product in a Stand-Up Flexible Pouch in the Last 30 Days, 2012
    • Figure 2-3: Product Types Purchased in a Stand-Up Flexible Pouch in Last 30 Days, 2012
    • Figure 2-4: Preference for Stand-Up Pouches Over More Conventional Packaging, 2012 (percent of consumers)
    • Figure 2-5: Reasons for Preferring Stand-Up Pouches, 2012
  • Quality
    • Brand Image
      • Table 2-1: Relative Importance of Grocery Packaging Features by Demographic Group: Seeing Product Inside Package, Realistic Image of Product, Attractiveness of Design, 2012
      • Illustration 2-1: Talenti Gelato
      • Table 2-2: Index for Agreeing a Lot That You Always Look for Brand Name on the Package: By Demographic Group, 2012
    • Private Label/Store Brands
      • Figure 2-6: Top Packaged Food Claims in the U.S. Market: By Number of New Product Reports, 2011
      • Figure 2-7: Percent of Consumers Who Strongly or Somewhat With Selected Statements Related to Store Brands vs. National Brands, 2012
      • Illustration 2-2: Kroger Before and After PL Packaging
      • Illustration 2-3: Wegmans Special Blends Grilled Vegetables
      • Illustration 2-4: Publix Private Label Items
      • Illustration 2-5: Safeway Waterfront Bistro Frozen Seafood
      • Illustration 2-6: Dollar General Clover Valley
    • Battling Private Label
      • Illustration 2-7: Heinz Ketchup In Pouch
    • Freshness
      • Figure 2-8: Percent of Consumers Who Strongly or Somewhat Agree With Selected Statements Related to Product and Ingredient Freshness, 2012
      • Table 2-3: Indexes for Strongly Valuing Freshness: By Demographic Group, 2012
      • Illustration 2-8: Kraft Foods Snack'n Seal package
      • Illustration 2-9: Safeway & Target's Resealable Chip Bags
      • Illustration 2-10: Kraft Fresh Stacks
      • Figure 2-9: Percent of Consumers Who Strongly or Somewhat Agree With Importance of Resealable Packaging for Frozen Vegetables and Fruits, 2012
      • Illustration 2-11: Fresh N Tasty Produce Pouch
      • Figure 2-10: Percent of Consumers Who Strongly or Somewhat Agree With Selected Statements About Quality of Packaged Fruits and Vegetables Compared to Fresh, 2012
      • Figure 2-11: Percent of Consumers Who Bought Vegetables Within the Last 30 days: By Type, 2012
      • Table 2-4: Packaging Options That Consumers Consider Best at Preserving the Quality of Vegetables, 2012 (percent of consumers)
      • Package Type
      • Figure 2-12: Percent of Consumers Who Bought Vegetables Within the Last 30 days: By Type, 2012
      • Table 2-5: Packaging Options That Consumers Consider Best at Preserving Quality of Fruit, 2012 (percent of consumers)
      • Package Type
    • Local, Natural, Organic
      • Illustration 2-12: Earthbound Farm Lifestyle Salad Kits
      • Illustration 2-13: Dole Packaged Salads
      • Figure 2-13 Percent of Households Who Buy Organic Foods and Beverages: By Type, 2011
      • Figure 2-14: Percent of Shoppers Who Buy Organic Foods and Beverages: By Grocery Chain, 2011
      • Illustration 2-14: Stemilt Growers Organic Cherries
    • Purity/Safety
      • Figure 2-15: Percent Agreeing That Food Safety Is Major Concern When Buying Fresh Meat, Poultry or Seafood, 2011
      • Illustration 2-15: Permazip Flair Flexible Packaging
    • The Taste of Freshness
      • Illustration 2-16: Freschetta Simply...Inspired Pizza
      • Illustration 2-17: Kraft Fresh Take
    • The Taste of Healthy
      • Illustration 2-18: Garlic Jim's gluten-free pizza
    • Regulatory Climate
    • Retail Perspective
      • Grocery Chains Make Over Produce and Fresh Food Departments
      • Whole Foods Promotes Healthy Eating
    • Recent Examples of Pushing the Envelope
    • Where Does Opportunity Remain?
    • Trend Translation Tips
  • Convenience
    • Figure 2-16: Percent of Consumers Who Avoid Buying Product Types Because These Are Over-Packaged or Over-Priced Because of Packaging, 2012
    • Figure 2-17: Convenience-Oriented Product Types or Forms Often Used, 2012 (percent of consumers)
    • Easy Open, Easy Close
      • Illustration 2-19: Sprout Organic Baby Food
      • Illustration 2-20: Duerr's Jam With Orbit"! Closure
    • On The Go, Ready To Eat
      • Convenience Features Appeal to Different Demographics
      • Table 2-6: Relative Importance of Selected Convenience-Oriented Grocery Packaging Features: By Demographic Group, 2012
      • Lunch Made Easier
      • Illustration 2-21: Oscar Mayer Sandwich Combos
      • Illustration 2-22: Heinz Snap Pots
      • Soup to Go
      • Illustration 2-23: Campbell's Go! Soup Microwavable Pouches
      • Easier Snacking
      • Illustration 2-24 : Danimals Crush Cups
      • Illustration 2-25: Crunch Pak Single-Serve Dipperz
      • Illustration 2-26: Dole Fruit Crisps
      • Condiments Innovation
      • Illustration 2-27: Heinz "Dip And Squeeze" Ketchup Single-Serve Packet
    • Making Healthier Eating Easier
      • Illustration 2-28: Buddy Fruits
      • Illustration 2-29: Naturipe Farms Berry Quick Snacks
      • Illustration 2-30: Earthbound Farm New Products
      • Illustration 2-31 : Just Add Product Range
      • Illustration 2-32: Ocean Mist Farms Season & Steam Microwavable Artichoke Pack
      • Illustration 2-33: Quaker Real Medleys
    • Consumer Attitudes, Convenience and Health
      • Table 2-7: Product Types or Forms Often Used: By Health and Well-Being Segments, 2011
    • Packaging Meal Solutions
  • Illustration 2-34: P.F. Chang's Home Menu
    • Steam in-Bag Cooking
      • Figure 2-18: Percent Who Strongly or Somewhat Agree That Steamable Microwaveable Pouch for Frozen Vegetables Is an Important Product Benefit, 2012
      • Illustration 2-35: Steam in Bag Frozen Meals
      • Illustration 2-36: Heinz Pasta Pouch
      • Illustration 2-37: Time-Wise Bowl Pouch
    • Value Added Functionality
      • Illustration 2-38: Sargento Fridge Pack
      • Illustration 2-38: Bookbinder Soups in Glass Jars
      • Illustration 2-39: Orville Redenbacher's Microwave Popcorn Pop Up Bowl
    • Retail Perspective
      • More Fresh Foods in Non-Grocers
      • Walmart Great for You Icon
    • Recent Examples of Pushing the Envelope
      • Illustration 2-40: Heinz Beanzawave USB-powered Mini Microwave
    • Where Does Opportunity Remain?
    • Trend Translation Tips
  • Eco-Consciousness
    • Consumers and Eco-Consciousness
      • Figure 2-19: Percent of Consumers Who “Agree a Lot” or “Agree a Little” With Selected Statements Related to Environmental Issues, 2011
      • Figure 2-20: Percent of Consumers Who Have Consciously Purchased Grocery Products With Packaging That's Better for The Environment Within the Last 30 days, 2012
      • Figure 2-21: Categories in Which Grocery Products Are Purchased with Packaging That's Better for the Environment, 2012 (percent of consumers)
    • Natural, Organic Products Should Be More Eco-Friendly
      • Figure 2-22: Percent of Consumers Who “Agree a Lot” or “Agree a Little” That Natural/Organic Products Should Have More Environmentally Friendly Packaging, 2012
    • Certain Demographics Seek Out Eco-Friendly Packaging
      • Table 2-8: Relative Indexes for Strong Agreement With Selected Environmental Statements: By Demographic Group, 2012
    • Less Packaging
      • Illustration 2-41 : Cheerios 2 Box Packages
      • Illustration 2-42: Freschetta Package Reduction
      • Illustration 2-43: Driscoll's Raspberry Packaging
    • Package-Free
      • Figure 2-23: Purchasing or Preparation of Selected Product Types Within the Past 30 Days, 2012 (percent of consumers)
    • Recycling
      • Figure 2-24: Percent of Consumers Who “Agree a Lot” or “Agree a Little” With Selected Statements Related to Recycling, 2011
      • Figure 2-25: Percent of Consumers Who Recycle: By Packaging Type/Material, 2011
      • Figure 2-26: Percent of Organic Grocery Shoppers Who Recycle: By Packaging Type/Material, 2011
      • Recycling by Consumer Segment
      • Food Lifestyle Segmentation System
      • Retail Shopper Segmentation System
      • Table 2-9: Product Types or Forms Often Used: By Health and Well-Being Segments, 2011
      • Making Recycling Easier to Understand
      • Illustration 2-44: How2Recycle Label
      • Hard to Recycle Packaging
      • Illustration 2-45: Yogurt Cup Recycling
      • Illustration 2-46: Terracycle Pouch Recycling
    • Regulatory Climate
      • Plastic Bags
      • Extended Producer Responsibility
    • Retail Perspective
      • Whole Foods
      • Walmart
      • Target
    • Recent Examples of Pushing the Envelope
      • Plant-Based Packaging
      • Illustration 2-47: SunChips Compostable Bag
      • Illustration 2-48: Snyder's of Hanover Renewable Plant-based Packaging
      • Illustration 2-49: Ingeo PLA Process
      • Illustration 2-50: Precious Sticksters Renewable Packaging
      • Illustration 2-51 : Heinz Ketchup in PlantBottles
      • Recycling Laminate Packaging
    • Where Does Opportunity Remain?
    • Trend Translation Tips

Chapter 3: Beverages

  • Quality
    • Best Packaging for Juice Quality
      • Table 3-1: Packaging Options That Consumers Consider Best at Preserving the Quality of Fruit Juice/Drink Products, 2012 (percent of consumers)
      • Figure 3-1: Fruit Juice/Drink Products Purchased Within The Last 30 Days: By Product Type, 2012
      • Illustration 3-1: Tropicana Pure Premium
    • Freshness
      • Resealable Solution for Cans
      • Illustration 3-2: Ball Resealable End
      • Aluminum Bottles
      • Illustration 3-3: Aluminum Bottles
      • Figure 3-2: Percent of Consumers Who Strongly or Somewhat Prefer Not to Drink From Certain Package Types, 2012
      • Sensory Cues for Freshness
      • Illustration 3-4: Maxwell House Flavor Lock Lid
    • Brand Image
      • Illustration 3-5: Pure Pret Sparkling Fresh Juices
      • Illustration 3-6: Wyman's of Maine Wild Blueberry Juice
      • Illustration 3-7: Eight O'Clock Coffee
    • Pouches Not as Popular in Beverages
      • Illustration 3-8: Slap Frozen Energy Beverage
    • Private Label
      • Figure 3-3 Top Packaged Beverage Claims in the U.S. Market: By Number of New Product Reports, 2011
      • Illustration 3-9: BJ's Berkley & Jensen 100% Colombian Ground Coffee Fres Bag
      • Illustration 3-10: Smart Sense Loop Energy Drink
      • Illustration 3-11: Walmart Great Value Chocolate Milk
      • Illustration 3-12: A&P's America's Choice Beverages
    • Recent Examples of Pushing the Envelope
      • Coating Technology to Enhance Quality
      • Soda in a Spray Can
      • Illustration 3-13: Turbo Tango
      • Cardboard Can Reinforces Brand Image
      • Illustration 3-14: CSWISS Cardboard Can
    • Where Does Opportunity Remain?
    • Trend Translation Tips
  • Convenience
    • On The Go, Ready To Drink
      • Figure 3-4: Percent Who Avoid Buying Individually Packaged Beverages Because These Are Over-Packaged or Over-Priced Because of Packaging: By Product Type, 2012 (percent of consumers)
      • Table 3-2: Selected Items Purchased on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Figure 3-5: Purchase of Single-Serve Beverages for Immediate Consumption on Most Recent Grocery Shopping Trip: By Age Group, 2011 (percent of grocery shoppers)
      • Illustration 3-15: Pocket Size Coke
      • Illustration 3-16: Siggi's Single-Serve Yogurts
      • Illustration 3-17: Gatorade Prime Pouch
    • Cans More Portable Than Glass
      • Illustration 3-18: Hiball Energy Drinks
    • Convenience With a K
      • Illustration 3-19: Folger's Gourmet Selections K-Cups
    • Surge in Stick Packs
      • Illustration 3-20: Starbucks Via Ready Brew
      • Illustration 3-21: Moo Magic, MojoMilk
    • Customization
      • Illustration 3-22: Mio Liquid Water Enhancer
      • Illustration 3-23: Flavrz Drink Mix
    • Making Healthier Easier to Drink
      • Illustration 3-24: Drinkable Fruit Beverages
      • Illustration 3-25: V8 V-Fusion
    • Easier for Kids
      • Illustration 3-26: Tummytickler Children's Drinks
    • Easy Smoothies
      • Illustration 3-27: Dole Shakers
      • Illustration 3-28: Edy's Smoothies & Shakes
    • Retail Perspective
    • Recent Examples of Pushing the Envelope
      • Convenient Alcoholic Drinks
      • Illustration 3-29: Stacked Wines
      • Illustration 3-30: Vino Solo
      • Illustration 3-31: Malibu Cocktails Collection
    • Where Does Opportunity Remain?
    • Trend Translation Tips
  • Eco-Consciousness
    • Less Packaging
      • Illustration 3-32: PepsiCo's Aquafina Eco-Fina Bottle
      • Illustration 3-33: Nestle Waters Eco-Shape Bottle
      • Illustration 3-34: Giant Eagle's Eco-Light Bottle
      • Figure 3-6: Percent of Consumers Who Buy Bottled Water, 2012
      • Figure 3-7: Concerns Over Lighter-weight Plastic Packaging for Bottled Water, 2012 (percent of consumers)
    • Recycling
      • Figure 3-8: Percent of Consumers Who Recycle: By Packaging Type/Material, 2011
      • Illustration 3-35: PepsiCo Dream Machine
      • Illustration 3-36: Honest Tea "The Great Recycle" Program
    • Eco-Friendly Tetra Paks
      • Illustration 3-37: CalNaturale Tetra Paks
    • Regulatory Climate
    • Retail Perspective
    • Recent Examples of Pushing the Envelope
    • Bio-based Bottles
      • Coca-Cola PlantBottle
      • Illustration 3-38: Dasani & Odwalla Plant Bottle
      • Pepsi Plant-based Bottle
      • Illustration 3-39: Pepsi Plant-based Bottle
    • Where Does Opportunity Remain?
    • Trend Translation Tips
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