Author: Mintel Group Ltd.
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Beverage Packaging Trends - US - February 2014
Scope and Themes
 
What you need to know 
The beverage industry is continuing to recover from the economic downturn. According to Mintel GNPD, of the new beverage introductions in 2013, 22% were new packaging, 40% new products, and 35% variety/range extensions. As beverage launches continue, so does consumers’ knowledge about their drinks. 

Consumers are becoming sleuths when shopping for beverages, checking health and nutrition information now more than ever. Interest in nutritional labels and ingredient statements is rising as consumers want to know what is healthful to them and why. Top claims are mirroring current trends, such as environmentally friendly, organic, and gluten-free. Environmentally friendly packaging preferences have skyrocketed as organizations and companies spread awareness about recycling. However, clear labeling is necessary for quick decision making, and the easy act of recycling is essential to get consumers to participate. Manufacturers must provide clear product information and reformulate beverage packaging to allow consumers to make fast, knowledgeable purchases, and to make recycling easier than throwing an empty vessel into the trash.

While packaging design may fall short of ergonomic and altruistic demands, keeping up with aesthetics is important. While consumers might not be specifically looking for aestetic qualities, packaging that highlights the heritage and history of a brand, contributes to a feeling of “patriotism,” new shapes that update a brand, or interactive packaging will all help companies appeal to consumers on a personal level. 

This report builds on the analysis presented in Mintel’s Beverage Packaging Trends – US, February 2013, as well as the same title from January 2012, February 2011, and February 2010. The report also complements analysis presented in Packaging Trends in Food and Drink – US, March 2009 and Food and Drink Packaging Trends – US, April 2008.

Definition 
For the purposes of this report, Mintel will cover trends in beverage package labeling and design in the shelf-stable and refrigerated non-alcoholic and alcoholic US beverage industry. The report includes insight into consumer priorities regarding package characteristics, labeling, functionality, and design when shopping in specific beverage categories. In addition, attitudes and behaviors regarding packaging materials and recycling are discussed, particularly as they relate to themes applicable to the report. Mintel also has data on beverage consumption in order to get to packaging usage. Those tables are available in the Appendix. 

Data sources
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer consumption of/attitudes and behaviors toward beverage packaging. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in November 2013 among a sample of 2000 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in the survey results. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Simmons NCS (National Consumer Study), the Simmons NHCS (National Hispanic Consumer Study), the Simmons NCS Teen Study, and the Simmons NCS Kids Study.

The Experian Marketing Services, Simmons NCS/NHCS was carried out during May 2012-June 2013 and the results are based on the sample of 24,374 adults aged 18+, with results weighted to represent the US adult population. 

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Abbreviations and terms
Abbreviations
The following is a list of abbreviations used in this report. 

CPI | Consumer Price Index
GNPD | Global New Products Database
NCS/NHCS | National Consumer Study/National Hispanic Consumer Study (Experian Marketing Services)
rsp | Retail selling price

Terms
Generations are discussed within this report, and they are defined as: 

World War II/Swing generations | Members of the WWII generation were born in 1932 or before and are aged 82 or older in 2014. Members of the Swing Generation were born between 1933 and 1945 and are aged 69-81 in 2014.
Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68.
Generation X | The generation born between 1965 and 1976. In 2014, Gen Xers are between the ages of 38 and 49.
Millennials * | Born between 1977 and 1994, Millennials are aged 20-37 in 2014.
iGeneration | Born between 1995 and 2007, members of iGen are aged 7-19 in 2014.
Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2014 members of this as-yet-unnamed generation are younger than 7.

* also known as Generation Y or Echo Boomers

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows: 

CPI

The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.

The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. 

The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars.

Based on Bureau of Labor Statistics definition.

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