Table of Contents
Executive Summary
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- The issues
- How many beverages are too many?
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- Figure 1: Non-alcoholic beverage launches, by launch type, 2014-19*
- Packaging is an afterthought
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- Figure 2: Important factors in food/ beverage purchase, March 2019
- Eco-fears are stoked and consumers are passing the buck
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- Figure 3: ecological responsibilities, March 2019
- The opportunities
- Keep it clean in and on pack
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- Figure 4: Non-alcoholic beverage launches, by type of claim, 2014-19*
- Get innovative, but keep the environment in mind
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- Figure 5: Interest in innovations, March 2019
- Give consumers a way to do the right thing
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- Figure 6: Interest in food/ beverage concepts, by generation, March 2019
- What it means
The Market – What You Need to Know
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- BFY and all-natural claims continue to grow in 2018-19
- Innovation should be driven by “rethinking plastics”
Market Factors
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- “Bottled” waters, other beverages changing the packaging landscape
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- Figure 7: Share of non-alcoholic beverage launches, by category, 2014-19*
- Natural, eco-friendly and “free-from” claims continue to grow
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- Figure 8: Non-alcoholic beverage launches, by claim, 2013-19*
- “Rethinking plastic” has powerful implications for humans, brands
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- Figure 9: Current and future habits related to sustainability, March 2019
Key Players – What You Need to Know
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- New packaging comprises about a third of product launches
- Private label continues to grow, including in premium
- Cans continue to thrive
- Plastic reduction promises
What’s Working?
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- New packaging is integral feature to many product launches
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- Figure 10: Non-alcoholic beverage launches, by launch type, 2014-19*
- Clean label, clean design
- Premium packaging upgrades private label
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- Figure 11: Non-alcoholic beverage launches, by branded and private label, 2014-19*
- Packaging with sponsorships, cartoon characters and more
- PepsiCo’s Mtn Dew features co-branding, special rewards and charitable giving
- Coca-Cola’s packaging showcases sports sponsorships
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- Figure 12: 2019 FIFA Women’s World Cup Coca-Cola ad
- Classics and newcomers get canned
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- Figure 13: Non-alcoholic beverage launches, by packaging type, 2014-19*
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- Figure 14: Non-alcoholic beverage launches, by slimline can, 2014-19*
What’s Struggling?
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- Bottles and pouches give way to almighty aluminum
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- Figure 15: Non-alcoholic beverage launches, by packaging material, 2014-19*
- Claim creep looms
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- Figure 16: Non-alcoholic beverage launches, by type of claim, 2014-19*
What’s Next?
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- Cans that can: resealable and self-chilling
- Corporate advocacy
- The New Plastic Economy Global Commitment and other partnerships
- Innovative packaging suggest new possibilities
- Skip the packaging?
- The “loop” initiative brings together companies in ground-breaking pilot
The Consumer – What You Need to Know
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- Consumers don’t make the connection between product integrity and packaging
- Consumers still want cool packaging
- Consumers want brands to do the heavy lifting
- …but interest suggests they want to do more, if it’s easy
Important Factors in Food and Drink Purchase
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- Packaging plays a critical role but falls short in importance
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- Figure 17: Important factors in food/ beverage purchase, March 2019
- Younger adults less driven by product integrity, seek fun packaging
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- Figure 18: Important factors in food/beverage purchase, by generation, March 2019
Important Packaging Elements
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- Product integrity outweighs the environment
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- Figure 19: Important packaging elements, March 2019
- Older consumers prioritize freshness, younger ones on-the-go, single-serve convenience
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- Figure 20: Important packaging elements, by generation, March 2019
- Parents need packaging that gets the job done
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- Figure 21: Important packaging elements, by parental status, March 2019
Perceptions of Drink Packaging
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- Figure 22: Correspondence analysis – Symmetrical map – Beverage packaging perceptions, March 2019
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General Drink Packaging Innovation
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- Plastic backlash is top of mind
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- Figure 23: Interest in innovations, March 2019
- Innovations related to cans highest among younger consumers
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- Figure 24: Interest in innovations, by generation, March 2019
- Parents looking for packaging to simplify life
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- Figure 25: Interest in innovations, by parental status, March 2019
Environmental Responsibility
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- Consumers think suppliers should be responsible for environmental friendliness
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- Figure 26: Who should be responsible for eco-friendly choices, March 2019
- Young adults take less personal responsibility
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- Figure 27: Who should be responsible for eco-friendly choices, by age group, March 2019
Offsetting the Plastic Backlash
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- Using recycled plastics is the activity consumers see as most beneficial
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- Figure 28: Company activities desired to offset use of plastic, March 2019
- Recycling may be enough for Gen X, but younger consumers want more
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- Figure 29: Company activities desired to offset use of plastic, by generation, March 2019
- Parents are more attuned to range of plastic solutions
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- Figure 30: Company activities desired to offset use of plastic, by parental status, March 2019
Sustainability Concepts of Interest
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- Consumers are thirsty for ways to do more
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- Figure 31: Sustainability concepts of interest, March 2019
- Millennials lead the pack for interest in new ways to be more engaged
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- Figure 32: Sustainability concepts of interest, by generation, March 2019
- Make sustainability initiatives a family affair
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- Figure 33: Sustainability concepts of interest, by parental status, March 2019
- Loop programs put a new/old spin on direct-to-consumer
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- Figure 34: Interest in reusable container program, March 2019
- Gen Z and Millennials show high interest in “Loop” concept
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- Figure 35: Interest in reusable container program, by generation, March 2019
Attitudes toward Reusable Container Program
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- Almost half see “loop program” as good for the environment
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- Figure 36: Attitudes toward reusable container program, March 2019
- Positive attitudes for program underpin support of Gen Z and Millennials
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- Figure 37: Attitudes toward reusable container program, by generation, March 2019
- Parents show support for “loop” program, and see it as convenient
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- Figure 38: Attitudes toward reusable container program, by parental status, March 2019
Information Sources for Environmental and Sustainability Efforts
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- Should mainstream media be the leading resource for education?
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- Figure 39: Information sources for environmental and sustainable efforts, March 2019
- Information resources present generational divide
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- Figure 40: Information sources for environmental and sustainable efforts, by generation, March 2019
Sustainability Practices
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- Consumers may be more committed to beverage pack recycling
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- Figure 41: Food packaging statements – What you’re recycling, March 2019
- Practices related to recycling, re-using and selecting packages dominate
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- Figure 42: Sustainable food/beverage habits, March 2019
- Gen Z and Millennials aspire to expand sustainable habits
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- Figure 43: Net sustainable food/beverage habits, by generation, March 2019
- Gen X+ consumers especially engaged in recycling
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- Figure 44: Current sustainable food/beverage habits, by generation, March 2019
- Gen Z and Millennials committed to expanding their sustainable habits
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- Figure 45: Future sustainable food/beverage habits, by generation, March 2019
- Likewise…parents have aspirations
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- Figure 46: Future sustainable food/beverage habits, by parental status, March 2019
Mintel Food and Drink Shopper Segmentation
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- Figure 47: Food/drink shopper segmentation, February 2019
- Quality Seekers (34%)
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- Figure 48: Profile of Quality Seekers, February 2019
- Adventure Eaters (34%)
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- Figure 49: Profile of Adventure Eaters, February 2019
- Time Savers (17%)
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- Figure 50: Profile of Time Savers, February 2019
- Value Chasers (15%)
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- Figure 51: Value Chasers, February 2019
- Implications of food/drink consumer segments on beverage packaging
- Consumers have mixed feelings about responsibility
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- Figure 52: Sustainability responsibility, by food and drink consumer segmentation, March 2019
- Cans, plastic bottles spell convenience to Time Savers
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- Figure 53: Beverage packaging associations, convenience, by food and drink consumer segmentation, March 2019
- Adventure Eaters are committed to unique programs…
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- Figure 54: Interest in sustainability programs , by food and drink consumer segmentation, March 2019
- ...yet fall behind Time Savers in unique packaging innovation
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- Figure 55: Beverage packaging innovation, by food and drink consumer segmentation, March 2019
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Correspondence Analysis – Methodology
- TURF Analysis – Methodology
- Abbreviations and terms
- Abbreviations
- Terms
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