Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Stuttering economy impacts beverage innovation and packaging trends
- Beverage packaging trends subject to demographic population shifts
- Package types and sizes of beverage purchases
- Trends in beverage new products and packaging efforts
- Marketing strategies important in driving association as healthy snack
- Attitudes toward health and nutrition impact beverage labeling trends
- The importance of beverage labeling and packaging
- The cost equation of eco-friendly packaging
- Consumers’ self-defined traits align with actions
Insights and Opportunities
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- Overview
- Interactive packaging
- Packaging for specific users
- Local sourcing
Inspire Insights
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- Trend: “Green Skepticism”
- Trend: “Guiding Choice”
Market Drivers
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- Economic uncertainty impacts use and innovation in beverages
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- Figure 1: Real personal disposable income, January 2007-October 2011
- Figure 2: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 3: Unemployment and underemployment rates, January 2007-October 2011
- Figure 4: Consumer Sentiment Index, March 2007-November 2011
- Eco-friendly attitudes and recycling efforts impact market
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- Figure 5: Recycling attitudes/opinions and interests, 2005-11
- Beverage packaging trends must accommodate varied attitudes by age
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- Figure 6: Recycling attitudes/opinions and interests, by age, April 2010-June 2011
- Figure 7: Attitudes/opinions about the environment, by age, April 2010-June 2011
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- Figure 8: Recycling, by age, April 2010-June 2011
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- Figure 9: Population, by age, 2006-16
- Beverage packaging trends must oblige Asians’ sustainable sensibilities
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- Figure 10: Recycling attitudes/opinions and interests, by race/Hispanic origin, April 2010-June 2011
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- Figure 11: Attitudes/opinions about the environment, by race/Hispanic origin, April 2010-June 2011
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- Figure 12: Recycling, by race/Hispanic origin, April 2010-June 2011
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- Figure 13: Population, by race and Hispanic origin, 2006-16
Beverage Purchases by Packaging Type and Size
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- Key points
- Beverage purchases by type of container
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- Figure 14: Frequency of packaged beverage purchase, by type of container, October 2011
- Men show greater preference for glass containers
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- Figure 15: Types of beverage container used, by gender, October 2011
- Aseptic containers well-accepted by younger age groups
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- Figure 16: Types of beverage container used, by age, October 2011
- Beverage purchases by size of container
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- Figure 17: Frequency of packaged beverage purchase, by size of container, October 2011
- Single-serving and multiserving packs have less acceptance among older consumers
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- Figure 18: Size of beverage containers used, by age, October 2011
- One-person households less likely to purchase all beverage sizes
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- Figure 19: Size of beverage containers used, by household size, October 2011
- Beverage purchases by container type and serving size
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- Figure 20: Frequency of packaged beverage purchase, October 2011
- Multiserving beverages
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- Figure 21: Usage of multiserving beverages, October 2011
- Single-serving beverages
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- Figure 22: Usage of single-serving beverages, October 2011
- Multipack beverages
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- Figure 23: Usage of multipack beverages, October 2011
Innovations and Innovators
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- Key points
- Growth in beverage products necessitates packaging innovation
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- Figure 24: Beverage product launches, by category, 2006-11
- Coffee, tea, and soda account for largest share of nonalcoholic beverages
- Wine dominates alcoholic beverages with stunning growth
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- Figure 25: Beverage product launches, by subcategory, 2006-11
- Product claims influence purchase, yet not widely used
- The popularity of allergen and gluten claims
- The presence of eco-friendly packaging claims expands rapidly
- Other ethical claims on the rise, too
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- Figure 26: Beverage product launches, by claim, 2006-11
- Bottles dominate packaging type; glass material usage swiftly increases
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- Figure 27: Beverage product launches, by package type, 2006-11
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- Figure 28: Beverage product launches, by package material, 2006-11
Marketing Strategies
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- Key points
- Manufacturers and retailers employ labeling strategies to help consumers
- Marketing strategies to promote beverage packaging and innovation
- Limited-edition packaging
- Celebrity partnership
- New product launch
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- Figure 29: Dr. Pepper, Top Ten ad, November 2011
Beverage Health and Nutrition Claims
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- Key points
- Majority of consumers easily identify calorie and sugar content on labels
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- Figure 30: Opinions toward health and nutrition claims on beverage labels, October 2011
- Women more likely to identify calories on label
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- Figure 31: Opinions toward health and nutrition claims on beverage labels, by gender, October 2011
- Older consumers pay close attention to health claims
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- Figure 32: Opinions toward health and nutrition claims on beverage labels, by age, October 2011
- Affluent more likely to pay close attention to health claims
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- Figure 33: Opinions toward health and nutrition claims on beverage labels, by household income, October 2011
Importance of Beverage Labeling Features
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- Key points
- Easy to read beverage labels are most important
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- Figure 34: Importance of beverage labeling features, October 2011
- Women are more interested in all-natural and calorie claims
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- Figure 35: Importance of beverage labeling features, by gender, October 2011
- Older consumers looking for easy to read beverage labels
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- Figure 36: Importance of beverage labeling features, by age, October 2011
- Affluent access nutritional content, especially HFCS
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- Figure 37: Importance of beverage labeling features, by household income, October 2011
Importance of Beverage Packaging Features
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- Key points
- Easy to open beverages in a package that retains freshness is ideal
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- Figure 38: Importance of beverage packaging features, October 2011
- Those who are younger than 25 favor style design features and find functional features less important
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- Figure 39: Importance of beverage packaging features, by age, October 2011
- Older women find functional packaging attributes significantly important
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- Figure 40: Importance of beverage packaging features, by gender and age, October 2011
Packaging Claims that Influence Purchase
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- Key points
- Beverages that claim a “good/excellent source” drive purchase
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- Figure 41: Claims that influence the packaged beverage purchase decision, October 2011
- Men less likely to be influenced by beverage claims
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- Figure 42: Claims that influence the packaged beverage purchase decision, by gender, October 2011
- Those who are younger than 25 less influenced by nutrition claims, more influenced by wellness/function
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- Figure 43: Claims that influence the packaged beverage purchase decision, by age, October 2011
- Low/no claims, organic, and premium influence purchase behavior of affluent consumers
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- Figure 44: Claims that influence the packaged beverage purchase decision, by household income, October 2011
Price Acceptance of Eco-friendly Packaging
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- Key points
- Declining interest in eco-friendly products
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- Figure 45: Influence of eco-friendly claim on beverage purchase decision, October 2011 and October 2010
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- Figure 46: Willingness to pay more for eco-friendly products, April 2010-June 2011
- The majority of consumers willing to pay more for better/best eco-friendly packaging
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- Figure 47: Willingness to pay more for eco-friendly packaging, October 2011
- “Good” eco-friendly packaging
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- Figure 48: Willingness to pay more for eco-friendly packaging that's good for the environment, by age, October 2011
- “Better” eco-friendly packaging
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- Figure 49: Willingness to pay more for eco-friendly packaging that's better for the environment, by age, October 2011
- “Best” eco-friendly packaging
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- Figure 50: Willingness to pay more for eco-friendly that's best for the environment, by age, October 2011
Impact of Race/Hispanic Origin
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- Key points
- Asians trust what companies say on labels, but find health claims confusing
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- Figure 51: Opinions toward health and nutrition claims on beverage labels, by race/Hispanic origin, October 2011
- Asians and Hispanics value interesting graphics and label design
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- Figure 52: Importance of beverage labeling features, by race/Hispanic origin, October 2011
- Hispanics and Asians give less importance to essential packaging attributes
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- Figure 53: Importance of beverage packaging features, by race/Hispanic origin, October 2011
- Blacks and Hispanics are influenced by a variety of beverage claims
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- Figure 54: Claims that influence the packaged beverage purchase decision, by race/Hispanic origin, October 2011
- Blacks and Asians willing to pay more for good eco-friendly packaging
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- Figure 55: Willingness to pay more for eco-friendly packaging that's good for the environment, by race/Hispanic origin, October 2011
- Asians most willing to pay premiums for better eco-friendly packaging
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- Figure 56: Willingness to pay more for eco-friendly packaging that's better for the environment, by race/Hispanic origin, October 2011
- Asians will pay higher premiums for best eco-friendly packaging
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- Figure 57: Willingness to pay more for eco-friendly that's best for the environment, by race/Hispanic origin, October 2011
Cluster Analysis
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- Attentives
- Demographics:
- Characteristics:
- Opportunity:
- Confused
- Demographics:
- Characteristics:
- Opportunity:
- Eco-Friendly
- Demographics:
- Characteristics:
- Opportunity:
- Watchful-Muddled
- Demographics:
- Characteristics:
- Opportunity:
- Characteristic tables:
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- Figure 58: Beverage packaging trends clusters, October 2011
- Figure 59: Opinions toward health and nutrition claims on beverage labels, by beverage packaging trends clusters, October 2011
- Figure 60: Importance of beverage labeling features, by beverage packaging trends clusters, October 2011
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- Figure 61: Importance of beverage packaging features, by beverage packaging trends clusters, October 2011
- Figure 62: Frequency of purchasing beverages by package type, by beverage packaging trends clusters, October 2011
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- Figure 63: Claims that influence the packaged beverage purchase decision, by beverage packaging trends clusters, October 2011
- Figure 64: Willingness to pay more for eco-friendly packaging, by beverage packaging trends clusters, October 2011
- Demographic tables:
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- Figure 65: Beverage packaging trends clusters, by gender, October 2011
- Figure 66: Beverage packaging trends clusters, by age, October 2011
- Figure 67: Beverage packaging trends clusters, by education, October 2011
- Figure 68: Beverage packaging trends clusters, by household income, October 2011
- Figure 69: Beverage packaging trends clusters, by employment, October 2011
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- Figure 70: Beverage packaging trends clusters, by race, October 2011
- Figure 71: Beverage packaging trends clusters, by Hispanic origin, October 2011
- Cluster methodology:
Custom Groups: Self-defined Consumer Traits
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- Overview
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- Figure 72: Consumer traits, October 2011
- Trendy consumers also pay very close attention to beverage label health claims
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- Figure 73: Opinions toward beverage labeling, by consumer traits, October 2011
- Stylish consumers more likely to say label design and a seal of approval are important
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- Figure 74: Importance of beverage labeling, by consumer traits, October 2011
- Consumers look for products and product packaging that align with self-defined image
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- Figure 75: Importance of beverage packaging, by consumer traits, October 2011
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- Figure 76: Claims that influence the packaged beverage purchase decision, by consumer traits, October 2011
Appendix—Trade Associations
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