Food Packaging Trends - US - July 2013


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Mintel

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Consumers are looking to get more and more out of their food packaging. Food companies will need to find innovative ways to cater to demand for convenient, transparent and environmentally responsible packaging while providing consumers with the utmost value.
TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
Food product launches down but new packaging holding strong
Figure 1: New food product and new packaging introductions, 2007-12
Market factors
Recession and slow recovery drive more consumers to demand value
Increasing mobile technology requires brands to engage consumers differently
Aging population may require changing packaging design to be easier to use
The consumer
Most consumers want packaging to retain freshness, many want it resealable
Figure 2: Important food packaging attributes, by gender, April 2013
Glass, flexible, resealable packaging associated with attributes consumers favor
Consumers expect health information but confused, untrusting
Figure 3: Agreement with attitudes toward food packaging, by age, April 2013
Reusable, versatile packaging most likely to be chosen over other packaging
Figure 4: Preferences in packaging attributes for purchasing decision, April 2013
Green packaging most important among high-income consumers
Figure 5: Preferences in packaging attributes for purchasing decision, by household income, April 2013
What we think

Issues and Insights
How can packaging provide consumers with added value?
Insight: Packaging can be positioned as value-add
How can brands use packaging to better communicate with consumers?
Insight: Simplify on-package labeling and connect with consumers online
To what degree can food companies cater to green packaging trends?
Insight: Create value for consumers while going green – it’s good for business

Trend Applications
Trend: Influentials
Trend: Guiding Choice
Mintel Futures: Access Anything, Anywhere

Market Drivers
Key points
Recession, slow recovery mean consumers demand value
Increased health awareness requires better product labeling
Figure 6: Attitudes toward food packaging, April 2013
Consumer recycling efforts show slight declines
Figure 7: Attitudes and opinions toward packaging and recycling, April 2007-June 2012
Figure 8: Willingness to pay for environmentally friendly products, 2008-2012
Connected consumers change the way companies communicate
Figure 9: Devices used to access the internet, February 2009-March 2012
Aging population demands single-serve, easy-to-use packaging
Figure 10: U.S. population aged 18 or older, by age, 2008, 2013, 2018

Category Performance
Key points
Recession slows innovation but new packaging launches grow
Figure 11: New food product launches, by category, 2007-13*
Figure 12: New food product launches, by launch type, 2007-13*
Plastic most commonly used packaging material
Figure 13: New food product launches, by material, 2007-13*
Flexible packaging shows significant growth in usage
Figure 14: New food product launches, by top 10 packaging types, 2007-13*
Tub packaging use steadily increasing since 2009

Innovations and Innovators
Freshness is leading quality with food packaging
Brands repackage for resealability
Convenience inspires new packaging innovation
Health and wellness claims highlight nutritional features
Reusable packaging favored by consumers

Marketing Strategies
Overview of the brand landscape
Oscar Mayer lunch meat: what you see is what you get
Online initiatives
Figure 15: Oscar Mayer Facebook Cover Photo, 2013
Figure 16: Oscar Mayer YouTube Channel, 2013
TV presence
Figure 17: Oscar Mayer TV ad, “Transparency,” 2013
Print initiatives
Chobani packaging offers value proposition without saying a word
TV presence
Figure 18: Chobani Greek Yogurt TV ad, “Only The Best,” 2013
Figure 19: Chobani Greek Yogurt TV ad, “The beauty in the world,” 2013
Uncle Ben’s cook-and-serve packaging highlights convenience
Figure 20: Uncle Ben’s Ready Rice TV ad, “Togetherness,” 2013
Packaging serves as billboard marketing
GoGo Squeez on-the-go positioning matched by in-store location

Importance of Food Packaging Attributes
Key points
Packaging that retains freshness, is resealable, desired above all else
Figure 21: Important food packaging attributes, by gender, April 2013
Consumer perceptions of packaging that retains freshness
Figure 22: Consumer perceptions of freshness and types of packaging, April 2013
Resealability as value proposition
Packaging priorities differ for younger and oldest consumers
Figure 23: Important food packaging attributes, by age, April 2013
Busy lifestyles demand different packaging attributes
Figure 24: Important food packaging attributes, by consumer lifestyle trends, April 2013

Demand for On-package Food Claims
Key points
Women pay more attention to product claims than do men
Figure 25: Food claims sought by consumers, by gender, April 2013
Those aged 65+ have elevated attention to nutritional/health claims
Figure 26: Food claims sought after by consumers, by age, April 2013
Parents more concerned about overall nutrition than low/no products
Figure 27: Food claims sought after by consumers, by presence of children in household, April 2013
Figure 28: Agreement with attitudes toward food packaging, by presence of children in household, April 2013

Consumer Attitudes Toward On-Package Food Claims
Key points
Younger consumers more trusting, but young and old confused
Figure 29: Agreement with attitudes toward food packaging, by age, April 2013
Busy parents demand straightforward, on-package food claims
Figure 30: Agreement with attitudes toward food packaging, by presence of children in household, April 2013

Consumer Perceptions of Types of Packaging
Key points
Glass
Consumers say glass excels in terms of quality, freshness, durability, reusability
Figure 31: Consumer perceptions of types of packaging types, April 2013
Figure 32: Consumer perceptions of glass packaging, by household income, April 2013
Recyclability not as widely known for glass
Plastic
Plastic bottles, trays, and tubs are seen as most portable packaging
Figure 33: Consumer perceptions of types of packaging, April 2013
Half of consumers consider plastic tubs as reusable
Figure 34: Consumer perceptions of plastic tubs, by gender, April 2013
Plastic bags get low marks from consumers
Figure 35: Consumer perceptions of plastic bag packaging, by gender, April 2013
Cardboard
Consumers aged 55+ tend to think cardboard is traditional
Figure 36: Consumer perceptions of cardboard, by age, April 2013
Cardboard considered most recyclable, environmentally friendly packaging type
Figure 37: Consumer perceptions of types of packaging, April 2013
Aluminum
Aluminum gets high marks for recyclability, otherwise misses the mark
Figure 38: Consumer perceptions of aluminum cans, by gender, April 2013
Resealable flexible pouch
Resealable pouch packaging appeals on many levels
Figure 39: Consumer perceptions of resealable flexible packaging, by age, April 2013

Packaging’s Influence on Purchasing Decisions
Key points
Reusable packaging most likely to win over consumers
Figure 40: Preferences in packaging attributes for purchasing decision, April 2013
Lower-income consumers, women prioritize practical packaging
Figure 41: Preferences in packaging attributes for purchasing decision, by household income, April 2013
Intrinsic benefits of packaging appeal more to women
Figure 42: Preferences in packaging attributes for purchasing decision, by gender, April 2013
Green packaging most relevant for consumers earning $150K+
Figure 43: Attitudes/opinions about the environment, by household income, October 2011-November 2012

Attitudes toward Food Packaging
Key points
Health and nutritional information, function key role for packaging
Figure 44: Agreement with attitudes toward food packaging, by age, April 2013
Online interaction via package labeling key for younger demographic
Figure 45: Agreement with attitudes toward food packaging, by age, April 2013
Portion-control packaging more important for women than men
Figure 46: Agreement with attitudes toward food packaging, by gender, April 2013

Hispanic Origin
Key points
Cooking, shopping habits influence Hispanics’ demands on packaging
Figure 47: Important food packaging attributes, by race/Hispanic origin, April 2013
Style, design important to a third of Hispanic consumers
Portability, ease of use on-the-go appeal to Hispanic consumers
Figure 48: Consumer perceptions of portability, by packaging types, April 2013

Cluster Analysis
Cluster 1: Convenience Seekers
Demographics
Characteristics
Opportunity
Cluster 2: Connected Information Hunters
Demographics
Characteristics
Opportunity
Cluster 3: Untrusting Users
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 49: Target clusters, April 2013
Figure 50: Consumer lifestyle trends, by target clusters, April 2013
Figure 51: Consumer food shopping behavior, by target clusters, April 2013
Figure 52: Important food packaging attributes, by target clusters, April 2013
Figure 53: Food claims sought after by consumers, by target clusters, April 2013
Figure 54: Preferences in packaging attributes for purchasing decision, by target clusters, April 2013
Figure 55: Agreement with attitudes toward food packaging, by target clusters, April 2013
Cluster demographic tables
Figure 56: Target clusters, by gender, April 2013
Figure 57: Target clusters, by age, April 2013
Figure 58: Target clusters, by household income, April 2013
Figure 59: Target clusters, by race/Hispanic origin, April 2013
Figure 60: Target clusters, by marital status, April 2013
Figure 61: Target clusters, by presence of children in household, April 2013
Figure 62: Target clusters, by demographic, April 2013
Cluster methodology

Appendix – Market Drivers
Consumer confidence
Figure 63: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 64: U.S. unemployment rate, by month, 2002-13
Figure 65: U.S. unemployment and underemployment rates, 2007-13
Figure 66: Number of employed civilians in U.S., in thousands, 2007-13
Food cost pressures
Figure 67: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
Figure 68: U.S. obesity, by age group, 2008 and 2012
Childhood and teen obesity—highest in decades
Figure 69: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 70: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
Figure 71: Households with children, by race and Hispanic origin of householder, 2012
Shifting U.S. demographics
Figure 72: U.S. population, by age, 2008-18
Figure 73: U.S. households, by presence of own children, 2002-12

Appendix – Other Useful Consumer Tables
Figure 74: Important food packaging attributes, by household income, April 2013
Figure 75: Important food packaging attributes, by race/Hispanic origin, April 2013
Figure 76: Important food packaging attributes, by marital/relationship status, April 2013
Figure 77: Important food packaging attributes, by consumer lifestyle trends, April 2013
Figure 78: Food claims sought after by consumers, by age, April 2013
Figure 79: Food claims sought after by consumers, by Hispanic origin, April 2013
Figure 80: Food claims sought after by consumers, by consumer lifestyle trends, April 2013
Figure 81: Consumer perceptions of types of packaging types, April 2013
Figure 82: Consumer perceptions of glass packaging, by gender, April 2013
Figure 83: Consumer perceptions of glass packaging, by age, April 2013
Figure 84: Consumer perceptions of glass packaging, by household income, April 2013
Figure 85: Consumer perceptions of glass packaging, by race/Hispanic origin, April 2013
Figure 86: Consumer perceptions of glass packaging, by consumer lifestyle trends, April 2013
Figure 87: Consumer perceptions of plastic bottle or tray packaging, by gender, April 2013
Figure 88: Consumer perceptions of plastic bottle or tray packaging, by age, April 2013
Figure 89: Consumer perceptions of plastic bag packaging, by gender, April 2013
Figure 90: Consumer perceptions of plastic bag packaging, by age, April 2013
Figure 91: Consumer perceptions of plastic tubs, by gender, April 2013
Figure 92: Consumer perceptions of plastic tubs, by age, April 2013
Figure 93: Consumer perceptions of cardboard, by age, April 2013
Figure 94: Consumer perceptions of aluminum cans, by gender, April 2013
Figure 95: Consumer perceptions of aluminum cans, by age, April 2013
Figure 96: Consumer perceptions of resealable flexible packaging, by gender, April 2013
Figure 97: Consumer perceptions of resealable flexible packaging, by age, April 2013
Figure 98: Preferences in packaging attributes for purchasing decision, by gender and age, April 2013
Figure 99: Preferences in packaging attributes for purchasing decision, by household income, April 2013
Figure 100: Preferences in packaging attributes for purchasing decision, by consumer lifestyle trends, April 2013
Figure 101: Attitudes toward food packaging, April 2013
Figure 102: Agreement with attitudes toward food packaging, by age, April 2013
Figure 103: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
Figure 104: Agreement with attitudes toward food packaging, by employment, April 2013
Figure 105: Agreement with Attitudes toward food packaging, by consumer lifestyle trends, April 2013

Appendix – Trade Associations