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Beverage Packaging Trends - US - June 2016

Published By :

Mintel

Published Date : Jun 2016

Category :

Beverages

No. of Pages : N/A

The non-alcoholic drink market has grown moderately from 2010-15. As consumers look for healthy and functional beverages that fit their lifestyles, categories with traditionally high market penetration are losing share to smaller, trending beverages that focus on nutritional benefits and added function. Innovation across the board features natural and high-quality ingredients and premiumization. The role of packaging is clear, with the majority of consumers paying attention to package format and design, and purchase drivers either directly related to (or being communicated through) packaging.

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Top categories struggle to grab consumer attention
Figure 1: Percent change in sales non-alcoholic drinks, by segment, at current prices, 2014-15
Rise in claims challenges labeling
Figure 2: Non-alcoholic beverage launches, by leading claims, 2011-16*
The majority of consumers pay attention to packaging elements
Figure 3: Beverage packaging statements – Agree, April 2016
The opportunities
High quality is second only to good taste as a purchase driver
Figure 4: Beverage purchase factors – Any rank, April 2016
Packaging innovation is a growth area among product launches
Figure 5: Non-alcoholic beverage launches, by launch type, 2011-16*
Chilled, glass, recyclable, clear containers indicate quality
Figure 6: Indicators of quality – Any rank, April 2016
What it means

The Market – What You Need to Know

Top categories struggle to grab consumer attention
Health concerns remain top-of-mind with consumers
FDA reveals updated nutrition facts panel
Majority of consumers open to trying new/different beverages

Market Perspective

Top categories struggle to grab consumer attention
Figure 7: Non-alcoholic beverage purchase, April 2016
Figure 8: Percent change in sales non-alcoholic drinks, by segment, at current prices, 2014-15
Preference for pack size shifts with age
Figure 9: Beverage packaging statements – Agree, April 2016
Figure 10: Size and refrigeration preferences – Attitudes toward single-serve, November 2015
Figure 11: Size and refrigeration preferences – Attitudes toward single-serve, by age, November 2015
as does preference for storage format
Figure 12: Size and refrigeration preferences – Refrigeration preferences, by age, November 2015

Market Factors

Majority of consumers open to trying new/different beverages
Figure 13: Drinking attitudes and behaviors – Preferred beverages, November 2015
Health concerns remain top of mind with consumers
Figure 14: Important to achieve good health – Any top three rank, May 2015
FDA reveals updated nutrition facts panel

Key Players – What You Need to Know

Packaging innovation is a growth area among product launches
Chilled launches on the rise
Rise in claims challenges labeling
Consumers could use a hand in recycling

What’s Working?

Packaging innovation is a growth area among product launches
Figure 15: Non-alcoholic beverage launches, by launch type, 2011-16*
Florida’s Natural brings impactful factors to front of pack
Zico takes focus off of “less”
Bottles lead and growing
Figure 16: Non-alcoholic beverage launches, by leading package type, 2011-16*
Chilled launches on the rise
Figure 17: Non-alcoholic beverage launches, by storage type, 2011-16*
Plastic PET continues to lead launches
Figure 18: Non-alcoholic beverage launches, by leading packaging material, 2011-16*
Caps lead closure type
Figure 19: Non-alcoholic beverage launches, by closure, 2011-16*

What’s Struggling?

Rise in claims challenges labeling
Figure 20: Non-alcoholic beverage launches, by leading claims, 2011-16*
Blurring causes confusion

What’s Next?

Consumers could use a hand in recycling
Figure 21: Statements related to recycling -- Agree, 2011-15
Figure 22: “Saltwater Brewery ‘Edible Six Pack Rings,’” online video, May 2016
Glass containers most likely to be recycled, but all on the rise
Figure 23: Types of beverage containers recycled, 2011-16*
Playing with your drink
Letting consumers design
Figure 24: “Scratchpad Cellars Year Mix 2015,’” online video, January 2016
Indicators of freshness
Packaging to change drinking experience
Getting crafty

The Consumer – What You Need to Know

Taste leads purchase decision, followed by high quality, fresh
The majority of consumers pay attention to packaging elements
Chilled, glass, recyclable, clear containing indicate quality
Appealing to personal interest may be in order

Beverage Purchase Factors

Taste leads purchase decision, followed by high quality, fresh
Figure 25: Beverage purchase factors – Any rank, April 2016
Younger respondents need indicators beyond “high quality”
Figure 26: Beverage purchase factors – Any rank, by generation, April 2016
Figure 27: Beverage packaging statements – Agree, by generation, April 2016
Lower earners prioritize taste, low price
Figure 28: Beverage purchase factors – Any rank, by HH income, April 2016
Hispanics appear willing to pay for attributes of interest
Figure 29: Beverage purchase factors – Any rank, by Hispanic origin, April 2016
High quality appeals to Asian shoppers
Figure 30: Beverage purchase factors – Any rank, by race, April 2016

Beverage Packaging Awareness

The majority of consumers pay attention to packaging elements
Figure 31: Beverage packaging statements – Agree, April 2016
and half of consumers spread the word
Figure 32: Beverage packaging statements – Agree, April 2016
Younger consumers claim to pay closer attention to packaging
Figure 33: Beverage packaging statements – Agree, by generation, April 2016
and are most likely to be vocal about it
Figure 34: Beverage packaging statements – Agree, by generation, April 2016

Indicators of Quality

Chilled products represent quality
Consumers ascribe higher quality to sale items over expensive items
Figure 35: Indicators of quality – Any rank, April 2016
Natural ingredients, short ingredients lists indicate quality on-pack
Figure 36: Indicators of quality (on-label) – Any rank, April 2016
Small brands resonate more with younger shoppers
Figure 37: Indicators of quality (on-label) – Any rank, by generation, April 2016

Identifying Quality

Pair 1 – Juice/juice drinks: Glass packaging implies quality
The positive role of quality descriptors
Familiar brands can signify quality to some
Minimalist design resonates with younger shoppers, might appear sterile to older shoppers
Pair 2 – RTD coffee: Minimalist design doesn’t resonate as much with older shoppers
Minimalist design can give the impression of store brand, leave shoppers guessing
Shoppers still don’t know what to make of cans
Pair 3 – Bottled water: Eye-catching design can trump glass
Appealing design can influence younger shoppers
Glass may be viewed as inconvenient
Pair 4 – CSDs: Brand familiarity can imply quality, especially among men
Limited edition packaging implies attention/care
Glass perceived as safer than metal but, again, less convenient
Pair 5 – Dairy milk: Imagery, packaging material aids in recognition of organic
Consumers wary of plastic

Communicating Nutrition

Clearly communicating nutrition is essential
Figure 38: Beverage packaging statements – Agree, April 2016
Older consumers are most interested in nutritional information
Figure 39: Beverage packaging statements – Agree, by generation, April 2016

Beverage Packaging Statements

Appealing to personal interest may be in order
Figure 40: Beverage packaging statements – Agree, April 2016
Figure 41: Beverage packaging statements – Agree, April 2016
Millennials are most likely to extend quality to other indications
Figure 42: Beverage packaging statements – Agree, by generation, April 2016

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

Appendix – Market

Figure 43: Statements related to recycling – Agree, 2011-15
Figure 44: Types of beverage containers recycled, 2011-16*

Appendix – Key Players

Figure 45: Non-alcoholic beverage launches, by launch type, 2011-16*
Figure 46: Non-alcoholic beverage launches, by leading package type, 2011-16*
Figure 47: Non-alcoholic beverage launches, by storage type, 2011-16*
Figure 48: Non-alcoholic beverage launches, by leading packaging material, 2011-16*
Figure 49: Non-alcoholic beverage launches, by closure, 2011-16*
Figure 50: Non-alcoholic beverage launches, by leading claims, 2011-16*

Appendix – Consumer

Figure 51: Statements related to environmentally friendly products and product quality, 2011-15

List of Table

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