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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- The market
- Food product launches down but new packaging holding strong
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- 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
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- 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
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- Figure 3: Agreement with attitudes toward food packaging, by age, April 2013
- Reusable, versatile packaging most likely to be chosen over other packaging
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- Figure 4: Preferences in packaging attributes for purchasing decision, April 2013
- Green packaging most important among high-income consumers
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- Figure 5: Preferences in packaging attributes for purchasing decision, by household income, April 2013
- What we think
Issues and Insights
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- 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
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- Trend: Influentials
- Trend: Guiding Choice
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- Recession, slow recovery mean consumers demand value
- Increased health awareness requires better product labeling
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- Figure 6: Attitudes toward food packaging, April 2013
- Consumer recycling efforts show slight declines
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- 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
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- Figure 9: Devices used to access the internet, February 2009-March 2012
- Aging population demands single-serve, easy-to-use packaging
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- Figure 10: U.S. population aged 18 or older, by age, 2008, 2013, 2018
Category Performance
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- Key points
- Recession slows innovation but new packaging launches grow
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- Figure 11: New food product launches, by category, 2007-13*
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- Figure 12: New food product launches, by launch type, 2007-13*
- Plastic most commonly used packaging material
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- Figure 13: New food product launches, by material, 2007-13*
- Flexible packaging shows significant growth in usage
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- Figure 14: New food product launches, by top 10 packaging types, 2007-13*
- Tub packaging use steadily increasing since 2009
Innovations and Innovators
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- 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
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- Overview of the brand landscape
- Oscar Mayer lunch meat: what you see is what you get
- Online initiatives
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- Figure 15: Oscar Mayer Facebook Cover Photo, 2013
- Figure 16: Oscar Mayer YouTube Channel, 2013
- TV presence
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- Figure 17: Oscar Mayer TV ad, “Transparency,” 2013
- Print initiatives
- Chobani packaging offers value proposition without saying a word
- TV presence
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- Figure 18: Chobani Greek Yogurt TV ad, “Only The Best,” 2013
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- Figure 19: Chobani Greek Yogurt TV ad, “The beauty in the world,” 2013
- Uncle Ben’s cook-and-serve packaging highlights convenience
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- 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
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- Key points
- Packaging that retains freshness, is resealable, desired above all else
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- Figure 21: Important food packaging attributes, by gender, April 2013
- Consumer perceptions of packaging that retains freshness
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- Figure 22: Consumer perceptions of freshness and types of packaging, April 2013
- Resealability as value proposition
- Packaging priorities differ for younger and oldest consumers
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- Figure 23: Important food packaging attributes, by age, April 2013
- Busy lifestyles demand different packaging attributes
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- Figure 24: Important food packaging attributes, by consumer lifestyle trends, April 2013
Demand for On-package Food Claims
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- Key points
- Women pay more attention to product claims than do men
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- Figure 25: Food claims sought by consumers, by gender, April 2013
- Those aged 65+ have elevated attention to nutritional/health claims
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- Figure 26: Food claims sought after by consumers, by age, April 2013
- Parents more concerned about overall nutrition than low/no products
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- Figure 27: Food claims sought after by consumers, by presence of children in household, April 2013
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- Figure 28: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
Consumer Attitudes Toward On-Package Food Claims
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- Key points
- Younger consumers more trusting, but young and old confused
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- Figure 29: Agreement with attitudes toward food packaging, by age, April 2013
- Busy parents demand straightforward, on-package food claims
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- Figure 30: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
Consumer Perceptions of Types of Packaging
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- Key points
- Glass
- Consumers say glass excels in terms of quality, freshness, durability, reusability
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- Figure 31: Consumer perceptions of types of packaging types, April 2013
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- 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
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- Figure 33: Consumer perceptions of types of packaging, April 2013
- Half of consumers consider plastic tubs as reusable
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- Figure 34: Consumer perceptions of plastic tubs, by gender, April 2013
- Plastic bags get low marks from consumers
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- Figure 35: Consumer perceptions of plastic bag packaging, by gender, April 2013
- Cardboard
- Consumers aged 55+ tend to think cardboard is traditional
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- Figure 36: Consumer perceptions of cardboard, by age, April 2013
- Cardboard considered most recyclable, environmentally friendly packaging type
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- Figure 37: Consumer perceptions of types of packaging, April 2013
- Aluminum
- Aluminum gets high marks for recyclability, otherwise misses the mark
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- Figure 38: Consumer perceptions of aluminum cans, by gender, April 2013
- Resealable flexible pouch
- Resealable pouch packaging appeals on many levels
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- Figure 39: Consumer perceptions of resealable flexible packaging, by age, April 2013
Packaging’s Influence on Purchasing Decisions
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- Key points
- Reusable packaging most likely to win over consumers
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- Figure 40: Preferences in packaging attributes for purchasing decision, April 2013
- Lower-income consumers, women prioritize practical packaging
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- Figure 41: Preferences in packaging attributes for purchasing decision, by household income, April 2013
- Intrinsic benefits of packaging appeal more to women
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- Figure 42: Preferences in packaging attributes for purchasing decision, by gender, April 2013
- Green packaging most relevant for consumers earning $150K+
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- Figure 43: Attitudes/opinions about the environment, by household income, October 2011-November 2012
Attitudes toward Food Packaging
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- Key points
- Health and nutritional information, function key role for packaging
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- Figure 44: Agreement with attitudes toward food packaging, by age, April 2013
- Online interaction via package labeling key for younger demographic
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- Figure 45: Agreement with attitudes toward food packaging, by age, April 2013
- Portion-control packaging more important for women than men
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- Figure 46: Agreement with attitudes toward food packaging, by gender, April 2013
Hispanic Origin
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- Key points
- Cooking, shopping habits influence Hispanics’ demands on packaging
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- 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
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- Figure 48: Consumer perceptions of portability, by packaging types, April 2013
Cluster Analysis
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- 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
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- 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
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- Figure 52: Important food packaging attributes, by target clusters, April 2013
- Figure 53: Food claims sought after by consumers, by target clusters, April 2013
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- 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
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- 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
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- 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
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- Consumer confidence
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- Figure 63: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 64: U.S. unemployment rate, by month, 2002-13
- Figure 65: U.S. unemployment and underemployment rates, 2007-13
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- Figure 66: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 67: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
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- Figure 68: U.S. obesity, by age group, 2008 and 2012
- Childhood and teen obesity—highest in decades
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- Figure 69: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 70: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 71: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 72: U.S. population, by age, 2008-18
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- Figure 73: U.S. households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Figure 74: Important food packaging attributes, by household income, April 2013
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- Figure 75: Important food packaging attributes, by race/Hispanic origin, April 2013
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- Figure 76: Important food packaging attributes, by marital/relationship status, April 2013
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- Figure 77: Important food packaging attributes, by consumer lifestyle trends, April 2013
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- Figure 78: Food claims sought after by consumers, by age, April 2013
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- Figure 79: Food claims sought after by consumers, by Hispanic origin, April 2013
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- Figure 80: Food claims sought after by consumers, by consumer lifestyle trends, April 2013
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- Figure 81: Consumer perceptions of types of packaging types, April 2013
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- Figure 82: Consumer perceptions of glass packaging, by gender, April 2013
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- Figure 83: Consumer perceptions of glass packaging, by age, April 2013
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- Figure 84: Consumer perceptions of glass packaging, by household income, April 2013
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- Figure 85: Consumer perceptions of glass packaging, by race/Hispanic origin, April 2013
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- Figure 86: Consumer perceptions of glass packaging, by consumer lifestyle trends, April 2013
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- Figure 87: Consumer perceptions of plastic bottle or tray packaging, by gender, April 2013
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- Figure 88: Consumer perceptions of plastic bottle or tray packaging, by age, April 2013
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- Figure 89: Consumer perceptions of plastic bag packaging, by gender, April 2013
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- Figure 90: Consumer perceptions of plastic bag packaging, by age, April 2013
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- Figure 91: Consumer perceptions of plastic tubs, by gender, April 2013
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- Figure 92: Consumer perceptions of plastic tubs, by age, April 2013
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- Figure 93: Consumer perceptions of cardboard, by age, April 2013
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- Figure 94: Consumer perceptions of aluminum cans, by gender, April 2013
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- Figure 95: Consumer perceptions of aluminum cans, by age, April 2013
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- Figure 96: Consumer perceptions of resealable flexible packaging, by gender, April 2013
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- Figure 97: Consumer perceptions of resealable flexible packaging, by age, April 2013
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- Figure 98: Preferences in packaging attributes for purchasing decision, by gender and age, April 2013
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- Figure 99: Preferences in packaging attributes for purchasing decision, by household income, April 2013
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- Figure 100: Preferences in packaging attributes for purchasing decision, by consumer lifestyle trends, April 2013
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- Figure 101: Attitudes toward food packaging, April 2013
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- Figure 102: Agreement with attitudes toward food packaging, by age, April 2013
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- Figure 103: Agreement with attitudes toward food packaging, by presence of children in household, April 2013
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- Figure 104: Agreement with attitudes toward food packaging, by employment, April 2013
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- Figure 105: Agreement with Attitudes toward food packaging, by consumer lifestyle trends, April 2013
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Appendix – Trade Associations
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