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Beverage Packaging Trends - US - February 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Materials of choice and their recycling potential
Aging population grows, urban/youthful consumers set trends
A tidal wave of beverage product launches
Marketing eco-friendly packages, natural sweeteners, new functionality
Consumers thirst for health and nutrition info, convenient recycling
Beverage labeling and package feature priorities
INSIGHTS AND OPPORTUNITIES
Global environmental considerations
Follow wine’s lead
Make “natural” claims more meaningful
Build participation in recycling among 18-24s and low-income households
INSPIRE INSIGHTS
Trend: Boomerang Generation
BEVERAGE CONSUMPTION IN THE HOUSEHOLD
Key points
Any size and multipack, plastic containers are accepted
Eco-friendly initiatives
Figure 1: Beverage consumption in the household, October/November 2010
Single-serve beverage usage
Figure 2: Single-serve beverage consumption in the household, by age, October/November 2010
Multipack beverage usage
Figure 3: Multipack beverage consumption in the household, by age, October/November 2010
Multiserving beverage usage
Figure 4: Multiserving beverage consumption in the household, by age, October/November 2010
MARKET DRIVERS
Aging and young adult populations growing, make different demands
Figure 5: Population by age, 2006-16
Urban population skews younger, sets trends
Figure 6: Median age of the population
Population growth is fueled by Asians and Hispanics
Figure 7: Population by race and Hispanic origin, 2006-16
Beverage market is buoyed to some extent by sluggish economy
Figure 8: Real disposable income, 2007-10
Figure 9: Unemployment and underemployment, Jan 2007-Sept 2010
Plastic resin supply economics impact soda prices
INNOVATIONS AND INNOVATORS
Key points
Overview
New product launches, especially alcoholic beverages, jump in 2009-10
Figure 10: New product launches in the beverages market, 2005-10
Ready-to-drink (RTD) product launches grow, creating need for container innovation
Figure 11: New product launches in the beverages market, by category/subcategory, 2005-10
New beverage launches stake out earth-friendly territory
Figure 12: New product launches in the beverages market, by category/claim, 2005-10
Bottles dominate across beverage packaging types
Figure 13: New product launches in the beverages market, by packaging type/material, 2005-10
Product innovations
Old-time, retro labels and designs
Modern, unusual design
Simplicity
Seasonal packaging and products
Blurring the boundaries
Stereotypical product type/package shape combinations
MARKETING STRATEGIES
Coca-Cola’s global, eco-friendly packaging innovations
PepsiCo and natural sugar claims
Gatorade rebranding translates into multiple packages
BEVERAGE HEALTH AND NUTRITION CLAIMS
Key points
Overview
Beverage health and nutrition claims
Figure 14: Opinions toward beverage labeling, by age, October/November 2010
Figure 15: Opinions toward beverage labeling, by household income, October/November 2010
Figure 16: Opinions toward beverage labeling, by educational level, October/November 2010
Who consumers trust in beverage health and nutrition claims
Figure 17: Trust in beverage health and nutrition claims, by gender, October/November 2010
Figure 18: Trust in beverage health and nutrition claims, by age, October/November 2010
Figure 19: Trust in beverage health and nutrition claims, by household income, October/November 2010
IMPORTANCE OF BEVERAGE PACKAGING FEATURES
Key points
Importance of beverage packaging features
Youth emphasizes style over recyclable substance
Figure 20: Importance of beverage packaging features, by age, October/November 2010
Figure 21: Importance of beverage packaging features, by presence of children, October/November 2010
Figure 22: Importance of beverage packaging features, by geography, October/November 2010
IMPORTANCE OF BEVERAGE PACKAGING CLAIMS AND LABELS
Key points
Claims that influence the beverage purchase decision
Figure 23: Claims that influence the beverage purchase decision, by gender, October/November 2010
Figure 24: Claims that influence the beverage purchase decision, by age, October/November 2010
Figure 25: Claims that influence the beverage purchase decision, by household income, October/November 2010
Figure 26: Claims that influence the beverage purchase decision, by geography, October/November 2010
Important aspects of beverage labeling
Figure 27: Important aspects of beverage labeling, by gender, October/November 2010
Figure 28: Important aspects of beverage labeling, by age, October/November 2010
Figure 29: Important aspects of beverage labeling, by geography, October/November 2010
INTEREST IN AND PRICE ACCEPTANCE OF ECO-FRIENDLY PACKAGING
Key points
Attitudes and behaviors in alignment
Recycling efforts—beverage containers
Figure 30: Recycling efforts, by age, April 2009-June 2010
Attitudes toward recycling, eco-friendly products, and the environment
Figure 31: Attitudes toward recycling and eco-friendly products, by age, April 2009-June 2010
Figure 32: Attitudes toward recycling and eco-friendly products, by household income, April 2009-June 2010
Claims that influence the beverage purchase decision—eco-friendly
Figure 33: Claims that influence the beverage purchase decision (eco-friendly), by various demographics, October/November 2010
Willingness to pay more for eco-friendly packaging
Figure 34: Willingness to pay more for eco-friendly packaging, October/November 2010
Figure 35: Willingness to pay more for eco-friendly packaging, by gender, October/November 2010
Figure 36: Willingness to pay more for eco-friendly packaging, by age, October/November 2010
Figure 37: Willingness to pay more for eco-friendly packaging, by geography, October/November 2010
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Believing in the possibility of healthier lives, better environment
Who consumers trust in beverage health and nutrition claims
Figure 38: Trust in beverage health and nutrition claims, by race/Hispanic origin, October/November 2010
Claims that influence the beverage purchase decision
Figure 39: Claims that influence the beverage purchase decision, by race/Hispanic origin, October/November 2010
Important aspects of beverage labeling
Figure 40: Important aspects of beverage labeling, by race/Hispanic origin, October/November 2010
Attitudes toward recycling, eco-friendly products, and the environment
Figure 41: Attitudes toward recycling and eco-friendly products, by race/Hispanic origin, April 2009-June 2010
Willingness to pay more for eco-friendly packaging
Figure 42: Willingness to pay more for eco-friendly packaging, by race/Hispanic origin, October/November 2010
CLUSTER ANALYSIS
Universalists
Demographics
Characteristics
Opportunity
Functionalists
Demographics
Characteristics
Opportunity
Accessers
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 43: Beverage packaging clusters, October/November 2010
Figure 44: Important aspects of beverage labeling, by beverage packaging clusters, October/November 2010
Figure 45: Opinions toward beverage labeling, by beverage packaging clusters, October/November 2010
Figure 46: Importance of beverage packaging features, by beverage packaging clusters, October/November 2010
Cluster demographics
Figure 47: Beverage packaging clusters, by gender, October/November 2010
Figure 48: Beverage packaging clusters, by age group, October/November 2010
Figure 49: Beverage packaging clusters, by household income, October/November 2010
Figure 50: Beverage packaging clusters, by race, October/November 2010
Figure 51: Beverage packaging clusters, by Hispanic origin, October/November 2010
Cluster methodology
CUSTOM CONSUMER GROUPS
Key points
 ATTITUDES TOWARD BEVERAGE PACKAGING AND CLAIMS/LABELING
Importance of beverage packaging features
Figure 52: Importance of beverage packaging features, by gender and age, October/November 2010
Claims that influence the beverage purchase decision
Figure 53: Claims that influence the beverage purchase decision, by gender and household income, October/November 2010
Important aspects of beverage labeling
Figure 54: Important aspects of beverage labeling, by gender and age, October/November 2010
 ATTITUDES TOWARD ECO-FRIENDLY CONCERNS AND PURCHASE BEHAVIOR
Attitudes toward recycling, eco-friendly products, and the environment
Figure 55: Attitudes toward recycling and eco-friendly products, by gender and age, April 2009-June 2010
Willingness to pay more for eco-friendly packaging
Figure 56: Willingness to pay more for eco-friendly packaging, by gender and household income, October/November 2010
Figure 57: Willingness to pay more for eco-friendly packaging, by gender and age, October/November 2010
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 58: Importance of beverage packaging features, by household income, October/November 2010
APPENDIX—TRADE ASSOCIATIONS

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