Market Research Logo

Food Storage and Trash Bags - US - January 2015

Food Storage and Trash Bags - US - January 2015

This report looks at the following areas:

  • How can brands grow sales in a competitive market?
  • How can food storage brands increase consumers’ use of food storage products?
  • What can brands do to address consumers’ plastic safety concerns?
Total US sales of food storage and trash bag products in 2014 are $8 billion, an 8% sales increase from sales observed in 2009. Category growth in the coming years will be driven by consumers’ continued reliance on food storage products for storing food/ingredients and meal preparation tasks and on trash bags for home trash management and disposal.

New product innovations could boost category sales and help brands better compete against private label. The strongest opportunity for food storage brands is to develop food storage containers and bags that help consumers to better monitor how fresh their food is. For trash bags, product innovation should be focused on delivering enhanced odor control benefits, such as trash bags designed to contain and eliminate specific types of unpleasant odors.


SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US retail sales and fan chart forecast of food storage and trash bag products, at current prices,
2009-19
Market factors
Consumers still want to save money on functional household products
New research on BPA-free plastic products could impact food storage brands
Segment performance
Figure 2: Total US retail sales and forecast of food storage and trash bag products, by segment, at current
prices, 2011-16
Market players
Figure 3: Share of MULO sales of food storage and trash bag products, by leading companies, 2014
The consumer
Food storage products and trash bags enjoy a high incidence of household use
Figure 4: Product usage, October 2014
Brands should focus on expanding food storage product usage occasions
Figure 5: Reasons for using food storage products, October 2014
Consumers value functional attributes when selecting both food storage and trash bag products
Consumers willing to pay more for food storage and trash bag products with added functional benefits
Figure 6: Interest in new products, October 2014
What we think
ISSUES AND INSIGHTS
How can brands grow sales in a competitive market?
The issues
The implications
How can food storage brands increase consumers’ use of food storage products?
The issues
The implications
What can brands do to address consumers’ plastic safety concerns?
The issues
The implications
TREND APPLICATIONS
Trend: Help Me Help Myself
Trend: Life Hacking
Trend: Factory Fear
MARKET SIZE AND FORECAST
Key points
Sales and forecast of food storage and trash bag products
Figure 7: Total US retail sales and forecast of food storage and trash bag products, at current prices,
2009-19
Figure 8: Total US retail sales and forecast of food storage and trash bag products, at inflation-adjusted prices,
2009-19
Steady growth expected for food storage and trash bag market
Figure 9: Total US retail sales and fan chart forecast of food storage and trash bag products, at current prices,
2009-19
Forecast methodology
MARKET DRIVERS
Key points
Consumer confidence has improved but consumers still want to save
Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
Total population growth will continue to help the market
Figure 11: Population, by age, 2009-19
New research on BPA-free plastic products could impact market
COMPETITIVE CONTEXT
Reusable food covers continue to act as source of competition
Reusable plastic bags compete with smaller trash bags
SEGMENT PERFORMANCE
Key points
Food storage and trash bag sales by segment
Figure 12: Segment share of total US retail sales of food storage and trash bag products, 2014
Trash bags make up top segment in the category
Figure 13: Total US retail sales and forecast of trash bags, at current prices, 2009-19
Food storage container sales expected to grow in the coming years
Figure 14: Total US retail sales and forecast of food storage containers, at current prices, 2009-19
Plastic food bags segment posts solid sales gains but brands struggling
Figure 15: Total US retail sales and forecast of plastic food bags, at current prices, 2009-19
Aluminum foil sales are flat
Figure 16: Total US retail sales and forecast of aluminum foil, at current prices, 2009-19
Plastic wrap showing signs of struggle
Figure 17: Total US retail sales and forecast of plastic wrap, at current prices, 2009-19
Wax paper small but growing segment
Figure 18: Total US retail sales and forecast of waxed paper, at current prices, 2009-19
RETAIL CHANNELS
Key points
“Other MULO channels” account for majority of food storage and trash bag sales
Sales of food storage and trash bag products, by channel
Figure 19: Total US retail sales of food storage and trash bag products, by channel, at current prices,
2009-14
LEADING COMPANIES
Key points
Retailers account for largest share of MULO category sales
MULO manufacturer sales of food storage and trash bag products
Figure 20: MULO sales of food storage and trash bags, by leading companies, 2013 and 2014
BRAND SHARE – TRASH BAGS
Key points
Retailers combined lead the MULO trash bag segment
MULO sales of trash bags
Figure 21: MULO sales of trash bags, by leading companies, 2013 and 2014
BRAND SHARE – FOOD STORAGE CONTAINERS
Key points
Sterilite and Newell Rubbermaid top players
SC Johnson and Clorox struggle while the Rank Group posts solid gains
MULO sales of food storage containers
Figure 22: MULO sales of food storage containers, by leading companies, 2013 and 2014
BRAND SHARE – PLASTIC FOOD BAGS
Key points
Retailers very strong in MULO plastic food storage bags segment
MULO sales of plastic food bags
Figure 23: MULO sales of plastic food bags, by leading companies, 2013 and 2014
BRAND SHARE – ALUMINUM FOIL
Key points
Reynolds Wrap and private label continue to drive sales of aluminum foil
MULO sales of aluminum foil
Figure 24: MULO sales of aluminum foil, by leading companies, 2013 and 2014
BRAND SHARE – PLASTIC WRAP
Key points
Clorox and retailers lead MULO plastic wrap segment
MULO sales of plastic wrap
Figure 25: MULO sales of plastic wrap, by leading companies, 2013 and 2014
BRAND SHARE – WAX PAPER
Key points
Reynolds top brand in MULO wax paper segment
MULO sales of wax paper
Figure 26: MULO sales of wax paper, by leading companies, 2013 and 2014
INNOVATIONS AND INNOVATORS
Retailers continue to be aggressive with private label product launches
Figure 27: Share of branded and private label food storage and trash bag launches, 2009-14
Odor control top trend in trash bags
MARKETING STRATEGIES
Overview
Food storage
Ziploc “Little Beasts” Campaign
Figure 28: Ziploc Little Beasts Series: Late for School
Glad “Reasons to Believe in Magic (Wrap)” Campaign
Figure 29: Glad Press’n Seal Reasons to Believe in Magic Wrap Tip #33
Trash bags:
Glad Black Bag TrashCrashers
Figure 30: Glad Black Bag TrashCrashers: Fashion Forward
Hefty “The Ultimate Garbage Men” Campaign
Figure 31: The Ultimate Garbage Men: Hefty Ultimate Ad
PRODUCT USAGE
Key points
Food storage and trash bag products used in most households
Figure 32: Product usage, October 2014
Brands could work to increase younger consumers’ use of certain products
Figure 33: Product usage, by age, October 2014
REASONS FOR USING FOOD STORAGE PRODUCTS
Key points
Brands should highlight other uses for food storage products
Figure 34: Reasons for using food storage products, October 2014
Older consumers not as likely to be using products to take food on-the-go
Figure 35: Reasons for using food storage products, by gender and age, October 2014
TOP FOOD STORAGE PRODUCT ATTRIBUTES
Key points
Tight seal, effectiveness of keeping food fresh, and durability top attributes
Figure 36: Most important attributes when selecting food storage products – very important, October 2014
Glass containers can deliver on several attributes younger women value
Figure 37: Most important attributes when selecting food storage products – Very important, by gender and age,
October 2014
Larger households place more importance on “convenience” attributes
Figure 38: Most important attributes when selecting food storage products – Very important, by household size,
October 2014
ATTITUDES CONCERNING FOOD STORAGE PRODUCTS
Key points
Consumers’ attitudes don’t necessarily align with product usage behaviors
Figure 39: Attitudes concerning food storage products, October 2014
Brands could help improve younger consumers’ confidence in the kitchen
Figure 40: Attitudes concerning food storage products, by gender and age, October 2014
Presence of children impacts perceptions of plastic safety
Figure 41: Attitudes concerning food storage products, by presence of children in household, October 2014
TOP TRASH BAG PRODUCT ATTRIBUTES
Key points
Product function of utmost important to trash bag users
Figure 42: Most important attributes when selecting trash bags – very important, October 2014
Younger consumers value trash bags that combat odor
Figure 43: Most important attributes when selecting trash bags – Very important, by gender and age,
October 2014
NEW PRODUCT OPPORTUNITIES
Key points
Consumers interested in and willing to pay more for enhanced functional benefits
Figure 44: Insignia After Opening Freshness Timer Intelligent Labels
Figure 45: Interest in new products, October 2014
Younger consumers interested in variety of enhanced functional benefits
Figure 46: Interest in new products – Interested in buying and would be willing to pay more for, by gender and
age, October 2014
Larger households more willing to pay for enhanced functional benefits
Figure 47: Interest in new products – Interested in buying and would be willing to pay more for, by household
size, October 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Leftovers not as important to Hispanics
Figure 48: Product usage, by race/Hispanic origin, October 2014
Hispanics and Blacks place more important on secondary product attributes
Figure 49: Most important attributes when selecting food storage products – Very important, by race/Hispanic
origin, October 2014
Figure 50: Most important attributes when selecting trash bags – Very important, by race/Hispanic origin,
October 2014
Hispanics and Blacks willing to pay more for added functional benefits
Figure 51: Interest in new products – Interested in buying and would be willing to pay more for, by race/Hispanic
origin, October 2014
APPENDIX – OTHER MARKET TABLES
Segment performance
Figure 52: Total US retail sales of food storage and trash bag products, by segment, at current prices, 2012-14 .. 86
Retail channels
Figure 53: Total US retail sales of food storage and trash bag products, by channel, at current prices, 2012-14 ... 86
APPENDIX – OTHER USEFUL CONSUMER TABLES
Product usage
Figure 54: Product usage, by household income, October 2014
Figure 55: Product usage, by household size, October 2014
Brand usage
Figure 56: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household income,
April 2013-June 2014
Figure 57: Brands of plastic/paper/parchment kitchen and food wrap used in household, by household size,
April 2013-June 2014
Figure 61: Brands of disposable food storage containers used in household, by household size, April 2013-
June 2014
Reasons for using food storage products
Figure 62: Reasons for using food storage products, by gender and age, October 2014
Figure 63: Reasons for using food storage products, by household income, October 2014
Figure 64: Reasons for using food storage products, by presence of children in household, October 2014
Figure 65: Reasons for using food storage products, by household size, October 2014
Top food storage product attributes
Figure 66: Most important attributes when selecting food storage products, October 2014
Attitudes concerning food storage products
Figure 67: Attitudes concerning food storage products, by household size, October 2014
Top trash bag attributes
Figure 68: Most important attributes when selecting trash bags, October 2014
Figure 69: Most important attributes when selecting trash bags – Very important, by household size,
October 2014
New product opportunities
Figure 70: Interest in new products, October 2014
Figure 71: Interest in new products – Interested in buying and would be willing to pay more for, by presence of
children in household, October 2014
Impact of race and Hispanic origin
Figure 72: Reasons for using food storage products, by race/Hispanic origin, October 2014
Figure 73: Attitudes concerning food storage products, by race/Hispanic origin, October 2014
Figure 74: Brands of plastic/paper/parchment kitchen and food wrap used in household, by race/Hispanic origin,
April 2013-June 2014
Figure 75: Brands of aluminum foil used in household, by race/Hispanic origin, April 2013-June 2014
Figure 76: Brands of disposable food storage containers used in household, by race/Hispanic origin, April 2013-
June 2014
APPENDIX – TRADE ASSOCIATIONS
Academy of Nutrition and Dietetics
Film and Bag Federation (FBF)
Food Marketing Institute
Refrigerated Foods Association (RFA)
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report