Food and Drink Packaging Trends - US - April 2008

Published by: Mintel International Group Ltd.

Published: Apr. 1, 2008 - 57 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Overview

Sustainability

Sustainability innovation and innovators

Sustainability and the consumer

Functionality

Functionality innovation and innovators

Functionality and the consumer

Health, wellness, and safety

Health and wellness innovation and innovators

Health, wellness and the consumer

MARKET FACTORS: AN OVERVIEW

Consumer in the driver’s seat

Figure 1: How the consumer plays a role in product and packaging issues

But consumers want it all

Figure 2: Product label information that influences shoppers to buy food, beverage and home consumer packaged goods, 2007

SUSTAINABILITY: MARKET FACTORS

The reaction

Figure 3: Leading environmental and social programs that fall within the context of sustainability, 2007

When green is not predictable

Figure 4: Green lifestyle choices, January 2008

SUSTAINABILITY: INNOVATION AND INNOVATORS

Key points

Plastic bottles exact a heavy price

Innovative beverage packaging can address environmental, ecological, and ethical concerns

Ergonomic and environmentally friendly

Environment and ethics

Reducing the carbon footprint

Environmental nuances

Waste reduction and functionality

SUSTAINABILITY: THE CONSUMER

Key points

Consumers place onus on manufacturers; age affects reuse and recycling behavior

Figure 5: Attitudes toward and usage of plastic bottles, by age, February 2008

Recycling does not cut evenly across income brackets

Figure 6: Attitudes toward and usage of plastic bottles, by household income, February 2008

The more children in the house, the more plastic bottles are reused

Figure 7: Attitudes toward and usage of plastic bottles, by presence of children under 18 in household, February 2008

FUNCTIONALITY: MARKET FACTORS

Convenience: from important to indispensable

Time

Figure 8: Leading new products introduced in microwaveable category, 2003-07

Ease-of-use innovation lacking

Ease of use is a lifestyle issue

Disabled consumers overlooked

Restaurants are out and kitchens are in: putting a spotlight on packaging

FUNCTIONALITY: INNOVATION AND INNOVATORS

Key points

Spill/splash protection innovators in foreign lands can make a U.S. splash

Microwaveable portability trend afoot here in the U.S.

Easy-grip innovation from Japan

Ease of use also means easy to read, easy to understand

FUNCTIONALITY: THE CONSUMER

Key points

Setting the stage: assessing use of different soup packaging formats

Figure 9: Purchasing incidence of soup, February 2008

Canned soup rules; plastic and cardboard on the periphery

Figure 10: Types of soup packaging used, February 2008

Microwave packaging lags behind consumer behavior

Figure 11: How consumers prepare their soup, February 2008

The portability equation: soup goes mobile

Figure 12: Relationship of packaging to preparation choice, by gender, February 2008

Figure 13: Relationship of packaging to preparation choice, by age, February 2008

HEALTH, WELLNESS AND SAFETY: MARKET FACTORS

Key points

HEALTH AND WELLNESS

Labeling intended to educate may actually foster confusion

Figure 14: Sample nutrition symbols on U.S. food and beverage products

HEALTH AND SAFETY

Safety concerns drive packaging technology

PET on the rack, but PLA needs to win converts

Portion control meets environmental waste

Intelligent packaging offers hope

HEALTH AND WELLNESS: INNOVATION AND INNOVATORS

Key points

Portion control: for weight loss or convenience

Multi-appeal: portion control as convenience and nutrition

Common sense nutrition and health

“Free from” and clean appeal

HEALTH AND WELLNESS: THE CONSUMER

Key points

Attitudes toward portion-controlled products

Portion-controlled packaging has arrived and it’s here to stay

Figure 15: Usage of portion-controlled packaging, by gender, February 2008

Portion-controlled packaging gets strong marks from users

Figure 16: Attitudes toward portion-controlled packaging, by gender, February 2008

Figure 17: Attitudes toward portion-controlled packaging, by age, February 2008

Labeling for health

Figure 18: Attitudes toward health claims and product labeling, by age, February 2008

Consumer understanding of nutrition symbols

Setting the stage

Smart Spot succeeds on awareness; small contingent of active seekers

Figure 19: Usage of “Smart Spot” products, by age, February 2008

Program knowledge lags program awareness; Internet information queries virtually nil

Figure 20: Knowledge about “Smart Spot” logo, February 2008

Among active seekers, program is resounding success

Figure 21: Relationship of “Smart Spot” label to making better food choices, by gender and age, February 2008

INNOVATION AND INNOVATORS: EMERGING PACKAGING TRENDS

ACTIVE (INTELLIGENT) PACKAGING

Label technology

Nanotechnology

Mouth feel

Multimedia brand reach

Beverages as mouthpieces for interactive ideas: Coca-Cola around the world

Sensory branding

Emulating flavor and taste outside the box

Tactile

Visual appeal—eating with color

Packaging strategies that stand out in the crowd

Linked product strategy

Hi-octane

Edgy with a punch

RETAIL TRENDSETTERS AND INNOVATORS

Wal-Mart shows a greener side

APPENDIX: OTHER USEFUL CONSUMER TABLES

Figure 22: Attitudes toward and usage of plastic bottles, by educational attainment, February 2008

Figure 23: Attitudes toward health claims and product labeling, by educational attainment, February 2008

Figure 24: Attitudes toward portion-controlled packaging, by race/ethnicity, February 2008

Figure 25: Attitudes toward health claims and product labeling, by gender, February 2008

Figure 26: Attitudes toward health claims and product labeling, by household income, February 2008

APPENDIX: TRADE ASSOCIATIONS

Abstract

• " assessing consumer-driven concerns relevant to packaging, such as sustainability, functionality, and health and wellness, and;
• " gauging the extent to which food and beverage packaging is or is not meeting the needs these concerns
• We employ extensive use of product imagery to enable rapid reader insight, evaluation and potential ideation, and weave consumer analysis (derived from our custom study) throughout the report. With this report, you will be in a position to:
• " see how international food and beverage packaging concepts provide ways to address issues in the U.S.
• " assess consumer awareness and use of independent nutrition labeling programs such as Smart Spot
• " weigh the impact microwaveable packaging technology on consumer portability needs
• " tailor sustainability marketing messages

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