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


Attention: There is an updated edition available for this report.

Food and Beverage Packaging Trends in the U.S.: Consumer Viewpoints and Marketer Opportunities 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, and retailers with answers to these key questions:

  • How do key consumer trends of quality, convenience and eco-friendliness impact food and beverage packaging?

  • What's new in food and beverage packaging: examples and illustrations of new products

  • What’s next in food and beverage packaging: trend translation tips

  • What are the implications for manufacturers and retailers?

Our analysis treats specific packaging formats and features such as meal/salad kits, flexible pouches, stick packs, steam-in-bags, bio-based bottles, and easy/open-close in the context of market issues and priorities such as eco-consciousness, recycling, over-packaging and packaging reduction/bulk foods, natural/organic/local, healthy eating trends, product freshness, food purity and safety, on-the-go eating trends, purchasing for immediate consumption, and store brands.

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 aligned packaging innovation 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 buying behavior.


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: Nestlé 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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