Food and Beverage Packaging Innovation in the U.S.: Consumer Perspectives

Aug 27, 2015
113 Pages - Pub ID: LA5541341
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Food and Beverage Packaging Innovation in the U.S.: Consumer Perspectives

From purchase off the shelf through consumption, packaging for food and beverages is evolving to intersect with consumer needs and desires, and for good reason. Categories and brands benefit significantly—and are at times completely rejuvenated—when manufacturers and retailers merge consumer trends with packaging innovations, from the playfully pop-culture oriented to the futuristic and highly technical.

Dramatic changes in demographics, lifestyles, and eating patterns are creating new opportunities for food and beverage packaging. Among the demographic mega-trends feeding into package development are changing population distribution, fewer married couples and more people living alone, smaller household size, and multi-generational households. These demographic changes are leading to changes in household dynamics and eating behaviors, such as multi-shopper households, more meals being eaten alone, and more snacking on more occasions. Also changing is the balance between perishable foods and beverages merchandised in stores’ so-called “perimeter departments” and the shelf-stable and frozen foods merchandised in the center-store aisles.

To further take advantage of the dynamic environment, marketers and retailers must understand what matters most to consumers, and what packaging innovations can deliver benefits that actually impact behavior.

Scope and Methodology

Packaged Facts’ brand-new report, Food and Beverage Packaging Innovation in the U.S.: Consumer Perspectives, is divided into three sections:

1) The first section focuses on packaging types and materials, and the state of recycling.

2) The second part of the report analyzes extensive data from a proprietary Packaged Facts National Consumer Survey conducted in April 2015, and Simmons National Consumer Survey data from Experian Marketing Services, as well as other published surveys, to delve deeply into what features today’s consumers are seeking in food and beverage packaging.

3) The final chapter presents key demographic, lifestyle, and eating trends that are affecting packaging use and decisions, and considerations that play important roles in the messages marketers convey. Cited are more than 50 examples of recently introduced food and beverage products along with photographs or diagrams.

In addition to the Packaged Facts consumer survey, our primary research for Food and Beverage Packaging Innovation in the U.S. includes on-site examinations of on-site examination of products in retail stores. Secondary research involved evaluating and comparing data and reports by government agencies such as the Environmental Protection Agency (EPA) and the U.S. Food and Drug Administration (EPA); and reports by industry associations such as the American Chemistry Council, the Can Manufacturers Institute, the Container Recycling Institute, the Flexible Packaging Association, and the Glass Packaging Institute. Additional secondary sources included reviewing more than 250 articles and reports found in industry and consumer media; websites and literature from individual food and beverage companies; and other Packaged Facts reports.
Chapter 1: Executive Summary
Overview
The Roles of Packaging for the Food and Beverage Industry
Packaging Types and Materials
Packaging Types: Rigid and Flexible
Packaging Materials
Factors in Recycling Packaging Materials
The State of Recycling
The Consumer
Freshness and Food Safety the Greatest Consumer Priorities
Table 1-1: Consumer Priorities for Food and Beverage Packaging, 2015(Percent of U.S. adults)
Convenience, Appearance Not as Important
Consumers Want Packaging to be Tamper-Proof, Easy to Open
Glass the Favorite Packaging Material
Consumer Attitudes Toward Recycling
Packaging Trends
Demographic, Lifestyle, and Eating Mega-Trends
Targeting Millennials
Smaller Packages are a Big Trend in Packaging
Packaging for Convenience
See-Thru Packaging Can Boost Sales
Eco-Friendly Packaging Growing
Marketers Introduce More Sustainable Packaging for Bottled Water
Pods Go Sustainable…and Beyond Beverages
Chapter 2: Overview
Scope of Report
Methodology
Market Overview
The Roles of Packaging for the Food and Beverage Industry
Regulation
Packaging Types and Materials
Packaging Types: Rigid and Flexible
Flexible Packaging
Packaging Materials
Glass
Glass Jars and Bottles
Metal
Tinplate and Tin-Free Steel Cans and Boxes
Aluminum Cans and Bottles
Paper and Paperboard (Cardboard)
Paper Bags
Paperboard Boxes and Cartons
Cardboard Trays
Plastic
Types of Plastic by Resin Identification Codes
Polycarbonate and the BPA Controversy
Combinations of Materials
Laminates
Aseptic Cartons
Illustration 2-1: Structure of a Typical Aseptic Carton
Gable Cartons
Illustration 2-2: Structure of a Typical Gable Carton
Flexible Pouches
Pods and Capsules
Retort Pouches
Squeeze Tubes (Plastic or Metal)
Other Materials
Cloth Bags
Eco-Friendly Packaging
Recycling
Factors in Recycling Packaging Materials
The State of Recycling
Figure 2-1: U.S. Recycling Rates by Selected Food and Beverage Packaging Materials, 2013 (Percent)
Source Reduction
Chapter 3: The Consumer
Packaged Facts Proprietary Survey
Freshness and Food Safety the Greatest Consumer Priorities
Table 3-1: Consumer Priorities for Food and Beverage Packaging, 2015(Percent of U.S. adults)
More Women than Men Rank Freshness, Food Safety High Priority
Figure 3-1: Top Consumer Priorities for Food and Beverage Packaging,Women vs. Men 2015 (Percent of U.S. adults)
Convenience, Appearance Not as Important
Table 3-2: Consumer Attitudes Toward Food and Beverage Packaging, 2015(Percent of U.S. adults)
Consumers Want Packaging to be Tamper-Proof, Yet Easy to
Open and Resealable
Table 3-3: Importance of Features in Food and Beverage Packaging, 2015(Percent of U.S. adults)
Tamper-Proof Packaging Appeals Especially to Older Shoppers, Women
Figure 3-2: Shoppers Who Rank Tamper-Proof Packaging “Very Important,”2015 (Percent of U.S. adults)
Families with School-Age Kids Seek Easy to Open Packaging
Figure 3-3: Key Demographic Groups That Rank Easy-to-Open Packaging “Very Important,” 2015 (Percent of U.S. adults)
Families with Kids also Favor Eco-Friendly Packaging
Figure 3-4: Shoppers Who Say Eco-Friendly Packaging is “Very Important,” 2015 (Percent of U.S. adults)
Glass the Favorite Packaging Material
Table 3-4: Favorite Food and Beverage Packaging Materials, 2015 (Percent of U.S. adults)
About 70% to 75% of Consumers Always or Often Recycle
Table 3-5 Consumer Frequency of Recycling Food and Beverage Packaging by Material, 2015 (Percent of U.S. adults)
Barriers to Recycling
Figure 3-5: Level of Agreement with the Statement, “Recycling Food and Beverage Packaging is Convenient Where I Live,” 2015 (Percent of U.S. adults)
Figure 3-6: Level of Agreement with the Statement, “Recycling Food and Beverage Packaging is Emphasized Where I Live,” 2015 (Percent of U.S. adults)
Simmons National Consumer Survey
Methodology
Consumer Attitudes Toward Recycling
Table 3-6: Consumer Attitudes Toward Recycling, 2011-2015 (Percent of U.S. adults)
Higher Education the Strongest Indicator for Recycling
Table 3-7: Top Demographic Indicators for Consumer Attitudes Toward Recycling, 2015 (index of U.S. households)
Johns Hopkins Survey on Wasted Food
MeadWestvaco ‘Packaging Matters’ Study
Figure 3-7: U.S. Consumer Satisfaction with Packaging, by Product Category, 2015 (Percent of U.S. consumers who are completely/very satisfied)
Chapter 4: Packaging Trends
Demographic, Lifestyle, and Eating Mega-Trends
Changing Population Distribution
Figure 4-1: U.S. Population Distribution by Age, 2013
Fewer Married Couples; More People Living Alone
Figure 4-2: U.S. Household Composition
Household Size Declines
Figure 4-3: U.S. Household Size
Multi-Generational Households
Multi-Shopper Households
More Meals Eaten Alone
More Snacking on More Occasions
Fresh Foods vs. Center-Store
Key Packaging Trends
Targeting Millennials
Illustration 4-1: Campbell’s GO Soup in Pouches
Illustration 4-2: Progresso Artisan Soup in Aseptic Boxes
Illustration 4-3: Campbell’s Organic Soups in Aseptic Cartons
Different Strokes for Different Folks
Smaller Packages are a Big Trend in Packaging
Illustration 4-4: Pepsi Mini Cans
Illustration 4-5: Kellogg’s Eggo Bites in Individual Pouches
Illustration 4-6: Fresh Life Harvest Single-Ear Corn Packs
Illustration 4-7: Skippy Singles Peanut Butter Stack Pak
Illustration 4-8: Duncan Hines Perfect Size Cake Mix Kit
Packaging for Convenience
Uses Expand for Pouches
Illustration 4-9: Kellogg’s Special K Granola in Pouches
Illustration 4-10: McCormick Skillet Sauce in Pouches
Illustration 4-11: Mario Camacho Snack Olives
Illustration 4-12: Yumbutter GO-Anywhere Pouches
Illustration 4-13: Kraft YES Pack for Foodservice Salad Dressing
Illustration 4-14: Chicken of the Sea Flavored Salmon in Pouches
Flexible Means More than Pouches
Illustration 4-15: Pop-Up Box for Fisher Roasted Party Peanuts
Flexible Might Not Always Be Best
Illustration 4-16: Thermoformed Cheese Packaging vs. Flexible Cheese Packaging
The Main Squeeze
Illustration 4-17: Plum Vida Squeeze Pouches from Plum Organics
Illustration 4-18: Hellmann’s Squeeze More Out Mayo Bottle
Illustration 4-19: Squeeze Package for Daisy Sour Cream
Illustration 4-20: Maxwell House Iced Coffee Concentrate
Illustration 4-21: Kitchen Accomplice Broth Concentrates
Fresh Produce Packaged for On-the-Go Convenience
Illustration 4-22: Naturipe Farms Blueberry Snack Packs
Illustration 4-23: Cup O’ Cherries from Chelan Fresh Marketing
Illustration 4-24: Stack of Rockit Apples from Chelan Fresh Marketing
Illustration 4-25: CMI Fresh Pears in Pouches
Illustration 4-26: Organic Girl Velcro-Closed Pouches
See-Thru Packaging Can Boost Sales
More Transparency—Literally
Illustration 4-27: Capri Sun Clear Bottom Pouches
Illustration 4-28: KIND Bars in Transparent Wrappers
Illustration 4-29: Hormel’s Skippy P.B. Bites in Transparent Cup
Eco-Friendly Packaging Growing
Marketers Introduce More Sustainable Packaging for Bottled Water
Illustration 4-30: Coca-Cola Co.’s PlantBottle
Illustration 4-31: Nestlé’s 100% rPET bottle for resource Natural Spring Water
Illustration 4-32: JUST Water in Tetra Top Carton Bottle Made from 53% Paper
Pods Go Sustainable…and Beyond Beverages
Illustration 4-33: Melitta Recyclable Single-Serve Coffee Pods
Illustration 4-34: Copper Moon Coffee Compostable Pods
Illustration 4-35: General Mills Bistro Cups for Oatmeal and Soups
Eco-Friendly Potato Bags
Illustration 4-36: Wada Farms’ Tater Made Eco-Friendly Bags
Personalized Packages
Illustration 4-37: Coca-Cola Personalized Bottles
Illustration 4-38: Lay’s Potato Chips Personalized Bags
Innovative Designs
Disruptive Packaging
Illustration 4-39: Fairlife Milk Plans to Disrupt the Dairy Case
Fashion Designs
Illustration 4-40: Yoplait Signature Collection Designer Packages
Illustration 4-41: J.W. Anderson’s Designs for Diet Coke Bottles
Illustration 4-42: Mello Yellow’s Camouflage Skins
Retro Designs
Illustration 4-43: Miller Lite Beer in Retro Cans
Illustration 4-44: Mountain Dew DEWShine in Retro Glass Bottles
Innovative Packaging Designs
McDonald’s Hungary’s Revolutionary New Take-Out Bag
Illustration 4-45: McDonald’s BagTray (Hungary)
Pizza Hut Hong Kong’s Movie Projector Boxes
Illustration 4-46: Pizza Hut Box Becomes a Movie Projector (Hong Kong)
Grolsch Beer in a Jar (Romania)
Illustration 4-47: Grolsch Brewery Beer in a Reusable Jar
Coca-Cola Israel Creates 2 Million Unique Diet Coke Bottles
Illustration 4-48: Coca-Cola Israel Creates 2 Million Unique Bottles
Coca-Cola in Cans and Bottles in Braille (Mexico and Argentina)
Illustration 4-49: Coca-Cola Cans Personalized in Braille
Shirokuma Makes Rice Packages Irresistible
Illustration 4-50: Shirokuma Rice with Easy-Carry Handle (Japan)
Tech Watch
Fragrance-Zip Closures Emit Aromas
Illustration 4-51: Fragrance-Zip Fastener Designed to Emit an Aroma When Opened
UV-Activated Designs Change Color in Sunlight
Illustration 4-52: Lay’s UV-Activated Packages
Microwaveable Packs for the Taste of Freshly Cooked Chips
3D-Printed ‘Smart Cap’ Can Detect Milk Spoilage
Illustration 4-53: 3D-Printed “Smart Cap” for Milk
Silver Nanoparticles in Bottles Can Double Milk’s Shelf Life
Ferrero Experiments with Packaging Made from Nutella Leftovers
Low-Tack Adhesive That is Reclosable Many Times
Edible and Water-Soluble Films
Illustration 4-54: Diagram of WikiPearl Edible Packaging Skin

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