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Food Packaging Trends: Spotlight on Food Labeling - US - August 2015

Food Packaging Trends: Spotlight on Food Labeling - US - August 2015

"While grocery shoppers continue to seek tasty, nutritious food, the impact of food labels appears to be waning. Differentiation exists across generation groups in terms of the type of information sought from labels. Inspiring purchase can come from boosting ingredient transparency, enhancing functional packaging elements that preserve freshness, and engaging consumers with brands beyond the store."

- Beth Bloom, Food & Drink Analyst

This report discusses the following key issues:

The impact of food labels is waning
19% of grocery shoppers often throw out food that goes bad
Nutrition panels influence purchase, but could be more informative


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Shopping behavior, 2008-15
Figure 2: Statements related to food packaging (waste), by generation group, May 2015
Figure 3: Correspondence analysis – Characteristics associated with food packaging communication, May 2015
The opportunities
Figure 4: Food launches, by claim (top 15), 2010-15*
Figure 5: Leading factors influencing food choice (Rank 1-5), by generation group, May 2015
Figure 6: Food packaging innovation (scannable codes), May 2015
What it means
THE MARKET
What you need to know
The impact of food labels is waning
Proposed food labeling changes may boost relevance
19% of grocery shoppers often throw out food that goes bad
Market perspective
The impact of food labels is waning
Figure 7: Shopping behavior, 2008-15
Figure 8: Statements related to food packaging (influence), by generation group, May 2015
Figure 9: Statements related to food packaging (impact), by generation group, May 2015
Proposed food labeling changes may boost relevance
Addressing food waste is an opportunity to increase packaging’s impact
Figure 10: Statements related to food packaging (waste), by generation group, May 2015
KEY PLAYERS
What you need to know
Ingredient transparency is on the rise
Consumers are increasingly flexible and packaging is following suit
Bottom may be falling out of all-natural claims
Convenience shatters the strength of glass
What’s working?
Ingredient transparency
Figure 11: Food launches, by claim (top 15), 2010-15*
Consumers are increasingly flexible and packaging is following suit
Figure 12: Food launches, by leading package type as percentage of total launches, 2011 and 2015*
What’s struggling?
Bottom may be falling out of all-natural claims
Convenience shatters the strength of glass
THE CONSUMER
What you need to know
On-pack messaging should match consumer interest
Ingredients top the list of information sought, but descriptors help
Nutrition panels influence purchase, certifications are trustworthy
Links to product source and nutritional information find appeal
Factors influencing food choice
On-pack messaging would do well to match consumer interest
Figure 13: Leading factors influencing food choice (Rank 1-5), by generation group, May 2015
Safety, weight loss, and local sourcing are of particular appeal to Hispanics
Figure 14: Leading factors influencing food choice (Rank 1-5), by Hispanic Origin, May 2015
Information sought on package
Ingredients top the list of information sought
Figure 15: Leading information sought (rank 1-5), by generation group, May 2015
Expiration date/brand important to price conscious
Figure 16: Leading information sought (rank 1-5), by motivation (rank 1-3), May 2015
Opinions toward forms of packaging communication
Nutrition panels influence purchase, certifications are trustworthy
Figure 17: Correspondence analysis – Characteristics associated with food packaging communication, May 2015
Figure 18: Characteristics associated with food packaging communication, May 2015
Appealing to the next generation will come from simple, clear messaging
Figure 19: Statements related to food packaging (clutter), by generation group, May 2015
Nutrition facts don’t resonate with younger shoppers
Figure 20: Characteristics associated with food packaging communication – Nutrition facts panel, by generation group April 2015
Brand story finds greater appeal among younger shoppers
Figure 21: Characteristics associated with food packaging communication – Brand/product history, by generation group April 2015
Determining food freshness
Packaging plays a role in freshness perception for younger shoppers
Figure 22: Determining food freshness, by generation group, May 2015
See-through packaging resonates with key consumers on multiple measures
Figure 23: related to food packaging, by Hispanic origin, May 2015
Interest in packaging innovation
Links to product source and nutritional information find appeal
Figure 24: Food packaging innovation (scannable codes), May 2015
Figure 25: Usage of scannable codes or links to additional information about the product source – CHAID – Tree output, May 2015
Figure 26: Usage of food packaging scannable code or links – CHAID – Table output, May 2015
Immediate use coupons find strongest appeal, but consumers will wait
Figure 27: Food packaging innovation (coupons), May 2015
Functional packaging carries strong appeal
Figure 28: Food packaging innovation (function), May 2015
APPENDIX
Data sources and abbreviations
Data sources
Correspondence map methodology
CHAID methodology
Abbreviations and terms
Key players
Figure 29: Food launches, by claim (top 15), 2010-15*
Figure 30: Food launches, by package type, 2010-15*
Figure 31: Food launches, by package material, 2010-15*
Consumer
Figure 32: Shopping behavior, 2009-15
Figure 33: Watching your diet, 2009-15
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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