Food and Drink Packaging Trends - US - April 2008

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 35: Attitudes toward and usage of plastic bottles, by educational attainment, February 2008
  • Figure 36: Attitudes toward health claims and product labeling, by educational attainment, February 2008
  • Figure 37: Attitudes toward portion-controlled packaging, by race/ethnicity, February 2008
  • Figure 38: Attitudes toward health claims and product labeling, by gender, February 2008
  • Figure 39: Attitudes toward health claims and product labeling, by household income, February 2008
• Appendix: Trade Associations