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Beverage Packaging Trends - US - February 2013

Published By :

Mintel

Published Date : Feb 2013

Category :

Beverage Packaging

No. of Pages : 141 Pages


Despite beverage companies’ dedication to innovative and intriguing packaging designs, consumers continue to prioritize price and familiar brands when beverage shopping. As the U.S. rebounds from the economic recession, limited-edition designs have an opportunity to seize newly regained disposable income, especially among Millennials. Interactivity also presents an opportunity, in particular with smartphone users who have easy access to information on-the-go.
TABLE OF CONTENT

SCOPE AND THEMES
What you need to know 
Definition 
Data sources 
Consumer survey data 
Advertising creative 
Abbreviations and terms 
Abbreviations 
Terms 

EXECUTIVE SUMMARY
The market 
After a recessionary dip, beverage launches on the upswing 
Figure 1: U.S. beverage launches, 2007-12 
Alcoholic beverage launches fueling industry introductions 
Figure 2: U.S. beverage launches, by category, January-December 2007, 2009, and 2012
Glass outshines competition as leading primary package material 
Figure 3: U.S. beverage launches, by material, January-December 2007, 2009, and 2012
Market factors 
Obesity rates remain stagnant, requiring more proactive packaging designs 
Figure 4: American adults, by weight category, as determined by BMI, 2008-12 
More ergonomic, user-friendly designs needed to address arthritic consumers 
Interactive packaging likely to increase with the rise of smartphones 
Consumers are slightly more opinionated about recycling than actually active 
The consumer 
All generations look for health, nutrition information on packaging 
Figure 5: Personal attitudes toward packaging, by generation, November 2012 
Price remains a top priority, but some can be swayed by design, functionality 
Figure 6: Important attributes influencing non-alcoholic beverage purchases, November 2012 
Women over index compared to men on priority of green initiatives 
Figure 7: Attitudes and opinions about the environment, by gender, April 2011-June 2012 
Consumers most likely to associate packaging materials as recyclable, portable 
Figure 8: Attitudes toward non-alcoholic beverage packaging materials, November 2012
Glass also takes top spot in alcoholic beverage category 
Figure 9: Purchase of alcoholic beverage packaging types, November 2012 
Alcoholic beverage brand more important than other product, packaging attributes 
Figure 10: Important attributes influencing alcoholic beverage purchases, November 2012 
What we think

ISSUES IN THE MARKET
What aspects of beverage packaging are most important to shoppers? 
Is price still king for recession-shocked consumers? 
Who is benefiting from environmentally friendly packaging, really? 
What came first: the product or the package? 
What are the most effective on-package online prompts? 

INSIGHTS AND OPPORTUNITIES
Portion control, nutrition information for obesity 
Packaging that provides caloric activity equivalents 
Ergonomic packaging for elderly, arthritic patients 
Premium still has an audience—of one? 
Encourage recycling through programs, product partnerships 
QR codes give easy access to company information, programs 

TREND APPLICATIONS
Trend: Hungry Planet 
Trend: Objectify 
2015 Trend: Old Gold 

MARKET DRIVERS
Key points 
Disposable personal income on the increase, could boost purchases 
Figure 11: Real disposable personal income, January 2007-November 2012 
Proactive packaging required as obesity weighs heavily on U.S. 
Figure 12: American adults, by weight category, as determined by BMI, 2008-12 
Prevalence of arthritis will drive need for more ergonomic designs 
Figure 13: U.S. population aged 18 or older, by age, 2008, 2013, 2018 
Dominance of smartphones could lead to more demand for interactivity 
Figure 14: Cell phone ownership, by age, August 2011-March 2012 
Figure 15: Features used on cell phone in last 30 days, by age, August 2011-March 2012
Showing need for improvement, just more than half of Americans recycle 
Figure 16: Any household recycling, by packaging type, April 2007-June 2012 
Figure 17: attitudes and opinions toward packaging and recycling, April 2007-June 2012
Figure 18: Any household recycling, by age, April 2011-June 2012 
Figure 19: Any household recycling, April 2011-June 2012 

CATEGORY PERFORMANCE—BEVERAGE LAUNCHES
Key points 
Alcohol innovation fuels upswing in launches, use of glass 
Figure 20: Total U.S. beverage introductions, by year, 2007-12 
Figure 21: Total U.S. beverage launches, by category, 2007, 2009, and 2012 
Figure 22: Total U.S. beverage launches, by package material, 2007, 2009, and 2012 
Wine, beer dominates glass introductions in 2012 
Figure 23: U.S. beverage introductions packaged in glass (colored and plain), by category, 2012 
Figure 24: U.S. alcoholic beverage introductions in glass (colored and plain), by subcategory, 2012 
Plastic favored in 2012 by juice, beverage concentrates, water 
Figure 25: U.S. beverage introductions packaged in plastic (all types), by category, 2012 
Figure 26: U.S. beverage introductions in plastic packaging, by plastic material type, 2012 
Aluminum a key choice for beer, soft drinks; hot drinks opt for steel 
Figure 27: U.S. beverage introductions packaged in metal (aluminum and steel), by category, 2012 
Hot beverages lead flexible, paper-based package introductions in 2012 
Figure 28: U.S. beverage introductions packaged in foil or metallized film, by subcategory, 2012
Figure 29: U.S. beverage introductions in paper-based packaging, by subcategory, 2012 
Figure 30: U.S. beverage introductions in paper-based packaging, by packaging material type, 2012 
Multipacks often opt for paper-based cartons 
Figure 31: U.S. beverage introductions, by secondary packaging type, 2012 
Figure 32: U.S. beverage introductions, by secondary packaging material, 2012 

INNOVATIONS AND INNOVATORS
Advancements in aluminum provide new, but familiar billboards 
Creative, literal shapes help drinks stand apart 
Consumer-activated packaging advances the idea of ‘fresh’ 
Pouches morph from kids only to adult-friendly beverages 
Designs that are ahead—or purposefully behind—the times, trends 
Global innovations offer importable insights 

MARKETING STRATEGIES
Brand analysis: Mountain Dew 
Figure 33: Mountain Dew, television ad, 2012 
Figure 34: Mountain Dew, television ad, 2012 
Brand analysis: Coors Light 
Figure 35: Coors Light, television ad, 2012 
Figure 36: Coors Light, television ad, 2012 
Brand analysis: Dasani 
Figure 37: Dasani, television ad, 2012 
Brand analysis: Folgers instant coffee 
Figure 38: Folgers, television ad, 2012 

ATTITUDES AND BEHAVIORS TOWARD BEVERAGE PACKAGING
Key points 
Health, nutrition tops packaging priorities among shoppers 
Figure 39: Personal attitudes toward packaging, by grocery shopping responsibilities, November 2012 
Baby Boomers more concerned about health, environment than design 
Figure 40: Personal attitudes toward packaging, by generation, November 2012
Functionality, sustainability important to consumers of all ages 
Figure 41: Attitudes toward functionality and sustainability of beverage packaging, by age, November 2012 
Most consumers are able to locate pertinent information on packaging 
Figure 42: Attitudes and behaviors toward beverage package labeling, by age, November 2012 
QR codes, online links preferred by young consumers, Hispanics 
Figure 43: Attitudes and behaviors toward beverage packaging, by age, November 2012 
Figure 44: Attitudes and behaviors toward beverage packaging, by race/Hispanic origin, November 2012 
Packaging featuring celebrities appeals to men aged 18-34, minorities 
Figure 45: Attitudes toward packaging featuring celebrities, by gender and age, November 2012 
Figure 46: Attitudes toward packaging featuring celebrities, by race/Hispanic origin, November 2012 
Women respond well to green initiatives, younger men skeptical 
Figure 47: Attitudes and opinions about the environment, by gender, April 2011-June 2012 
Figure 48: Attitudes and opinions about the environment, by gender and age, April 2011-June 2012 
Recycling rates among blacks show room for improvement 
Figure 49: Attitudes, opinions, and interests, by race/Hispanic origin, April 2011-June 2012 
Figure 50: Any household recycling net, by race/Hispanic origin, April 2011-June 2012 

IMPORTANT ATTRIBUTES OF PACKAGING MATERIALS
Key points 
Recyclable, portable most common attributes of primary materials 
Figure 51: Attitudes toward non-alcoholic beverage packaging materials, November 2012
Glass 
Women 55+ give glass the highest marks, show preference compared to plastic 
Figure 52: Attitudes toward glass non-alcoholic beverage packaging, by gender and age, November 2012 
Higher income consumers have higher opinion about glass packaging 
Figure 53: Attitudes toward glass non-alcoholic beverage packaging, by household income, November 2012 
Plastic 
Portable, value top terms associated with plastic beverage packaging 
Figure 54: Attitudes toward plastic non-alcoholic beverage packaging, by gender and age, November 2012 
Plastic more likely to be viewed as traditional, quality by lower income consumers 
Figure 55: Attitudes toward plastic non-alcoholic packaging, by household income, November 2012 
Black, Hispanic consumers attribute positive qualities to plastic 
Figure 56: Attitudes toward plastic non-alcoholic packaging, by race/Hispanic origin, November 2012 
Aluminum 
Mature consumers see aluminum’s green appeal 
Figure 57: Attitudes toward aluminum non-alcoholic packaging, by age, November 2012 
Pouches and other flexible beverage packaging 
Women have highest opinion of flexible packaging 
Figure 58: Attitudes toward flexible non-alcoholic packaging, by gender and age, November 2012 
Blacks find the silver lining in flexible beverage packaging 
Figure 59: Attitudes toward flexible non-alcoholic packaging, by race/Hispanic origin, November 2012 
Cartons and aseptic beverage packaging 
Cartons have near universal appeal among age ranges 
Figure 60: Attitudes toward carton non-alcoholic beverage packaging, by age, November 2012 
Women have more positive views about aseptic compared to men 
Figure 61: Attitudes toward aseptic non-alcoholic packaging, by gender and age, November 2012 
Black consumers see the value of aseptic packaging beyond portability 
Figure 62: Attitudes toward aseptic non-alcoholic packaging, by race/Hispanic origin, November 2012 

ATTRIBUTES INFLUENCING NON-ALCOHOLIC PURCHASES
Key points 
Price may be key, but shoppers also care about design, functionality 
Figure 63: Attributes influencing non-alcoholic purchases, by attitudes toward packaging, November 2012 
Younger consumers looking for products that deliver on all priorities 
Figure 64: Important attributes influencing non-alcoholic beverage purchases, by age, November 2012 
Healthy, single-serving has age-spanning appeal 
Price concerns Midwesterners, while Westerners care about health, Earth 
Figure 65: Important attributes influencing non-alcoholic beverage purchases, by region, November 2012 

PURCHASE OF ALCOHOLIC BEVERAGE PACKAGING TYPES
Key points 
Glass outshines competition in alcoholic beverage package options 
Figure 66: Purchase of alcoholic beverage packaging types, November 2012 
Aluminum has opportunity to grow in imported, craft beer segment 
Figure 67: Domestic beer purchases, by material, by generation, November 2012 
Figure 68: Imported beer purchases, by material, by generation, November 2012 
Figure 69: Craft beer purchase, by material, by generation, November 2012 
Younger consumers relatively open to the range of wine packages 
Figure 70: Wine purchases, by material, by age, November 2012 
Wine cartons popular across income levels, offering opportunity 
Figure 71: Wine purchase, by material, by household income, November 2012 
Men aged 21-34 most open to variations in spirits packaging 
Figure 72: Spirits purchase, by material, by gender and age, November 2012 
Pouches squeeze into ready-to-drink cocktail market 
Figure 73: Purchases of ready-to-drink cocktails, by materials, by age, November 2012 
Figure 74: Flavored malt beverage purchases, by material, by age, November 2012 

ATTRIBUTES INFLUENCING ALCOHOLIC PURCHASES
Key points 
Alcohol buyers searching for gift sets, recipe or pairing suggestions 
Figure 75: Purchase of alcoholic packaging types, by attributes influencing purchases, November 2012 
Limited-edition, seasonal, or special release popular across segments 
Figure 76: Purchase of alcoholic packaging types, by attributes influencing purchases, November 2012 
Appealing design a high priority for high-end, limited-edition alcohol
Figure 77: Attributes influencing alcoholic purchases, by attitudes toward packaging, November 2012 
Desire for premium or high-end increases as does income 
Figure 78: Important attributes influencing alcohol purchases, by household income, November 2012 

SPECIAL SUPPLEMENT—PRIVATE LABEL PACKAGING
Key points 
Young men, lower income consumers look for store brands 
Figure 79: Attributes influencing non-alcoholic purchases, by gender and age, November 2012 
Figure 80: Attributes influencing non-alcoholic purchases, by household income, November 2012
On-the-go, design important to store brand buyers 
Figure 81: Attributes influencing store brand purchases, by attitudes toward packaging, November 2012 
Hot beverages, other, juices lead private label launches in 2012 
Figure 82: U.S. private label beverage introductions, by beverage subcategory, 2012 
Figure 83: U.S. private label beverage introductions, by package material, 2012 
Going beyond the me-too approach, private label goes premium 
Walgreen takes multitier approach with private label revamp 

CLUSTER ANALYSIS
Health Inspectors 
Demographics 
Characteristics 
Opportunity 
Form and Function 
Demographics 
Characteristics 
Opportunity 
Status Seekers 
Demographics 
Characteristics 
Opportunity 
Cluster characteristic tables 
Figure 84: Target clusters, November 2012 
Figure 85: Personal attitudes toward packaging, by target clusters, November 2012 
Figure 86: Attitudes and behaviors toward beverage packaging, by target clusters, November 2012 
Figure 87: Attributes influencing non-alcoholic beverage purchases, by target clusters, November 2012 
Figure 88: Attributes influencing alcoholic beverage purchases, by target clusters, November 2012 
Cluster demographic tables 
Figure 89: Target cluster, by demographic, November 2012 
Cluster methodology 

CORRESPONDENCE ANALYSIS
Methodology
Primary packaging materials align with specific values 
Figure 90: Correspondence Analysis, beverage packaging trends, February 2013 
Figure 91: Attitudes toward non-alcoholic beverage packaging materials, November 2012

APPENDIX: OTHER USEFUL CONSUMER TABLES
Attitudes and behaviors toward beverage packaging 
Figure 92: Grocery shopping responsibilities, by age, November 2012 
Figure 93: Grocery shopping responsibilities, by generation, November 2012 
Figure 94: Personal attitudes toward packaging, by gender and age, November 2012 
Figure 95: Attitudes and behaviors toward beverage packaging, by age, November 2012 
Figure 96: Attitudes and behaviors toward beverage packaging, by race/Hispanic origin, November 2012 
Important attributes of packaging materials 
Figure 97: Attitudes toward glass non-alcoholic beverage packaging, by age, November 2012 
Figure 98: Attitudes toward glass non-alcoholic packaging, by race/Hispanic origin, November 2012 
Figure 99: Attitudes toward aluminum non-alcoholic packaging, by household income, November 2012 
Figure 100: Attitudes toward aluminum non-alcoholic packaging, by race/Hispanic origin, November 2012
Figure 101: Attitudes toward aluminum non-alcoholic packaging, by generation, November 2012 
Figure 102: Attitudes toward aseptic non-alcoholic packaging, by household income, November 2012 
Attributes influencing non-alcoholic purchases
Figure 103: Attributes influencing non-alcoholic purchases, by gender and age, November 2012
Figure 104: Attributes influencing non-alcoholic purchases, by household income, November 2012 
Purchase of alcoholic beverage packaging types
Figure 105: Purchase of wine, by material, by gender and age, November 2012 
Figure 106: Purchase of wine, by material, by generation, November 2012 
Figure 107: Purchase of spirits, by material, by household income, November 2012 
Figure 108: Purchase of spirits, by material, by generation, November 2012 
Attributes influencing alcoholic beverage purchases 
Figure 109: Attributes influencing alcoholic purchases, by generation, November 2012 

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis 
Sampling 
Global Market Insite (GMI) 
Secondary Data Analysis 
Experian Simmons National Consumer Studies 
Statistical Forecasting 
Statistical modelling 
Qualitative insight 
The Mintel fan chart 
Weather analogy 

APPENDIX: WHAT IS MINTEL?
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