Fresh, Clean, Sustainable: A Blueprint For Food And Beverage Packaging's Changing Audience
Nevin Barich
LOS ANGELES
,
April 3, 2017
(Off The Menu)
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For U.S. grocery shoppers, fresh, clean and sustainable benefits are among their top purchase priorities when it comes to food and beverage packaging, according to a new survey by sustainability research firm EcoFocus Worldwide. Shoppers—particularly millennials, who are expected to spend more than $200 billion this year alone—are looking to make healthier choices across the board.
“The message is clear: if you are a brand aiming to attract consumers to your healthy (foods and) beverages, be sure your packaging and processing line up with your ingredient list,” said EcoFocus CEO Linda Gilbert. “And be sure to tell your fresh and clean story effectively on your packaging.”
Among the survey’s findings:
Seventy-three percent say they try to buy products in packaging that is recyclable.
Fifty-nine percent say they look for beverages in packaging that is made with renewable materials.
Seventy percent of grocery shoppers and 74% of millennials strongly agree or agree that foods and beverages with healthier ingredient lists should use packaging materials that are healthier too.
Eighty-six percent of grocery shoppers and 87% of millennials believe some types of packaging can leave undesirable chemicals in beverages. They say cartons and glass containers are the least likely to do so, and that cartons and glass best protect freshness without preservatives.
Seventy-one percent of grocery shoppers and 72% of millennials say that packaging that keeps beverages fresh without preservatives is the most important quality for healthy beverage packaging.
Sixty-seven percent of grocery shoppers and 69% of millennials say recyclable packaging is an extremely or very important quality for healthy beverage packaging.
Fifty-nine percent of grocery shoppers and 64% of millennials say packaging made with renewable materials is an extremely or very important quality for healthy beverage packaging.
“The research reveals key areas brands must deliver on to appeal to discerning consumers in 2017,” said Erin Reynolds, marketing director for Evergreen Packaging. “The consumer insights gained through the EcoFocus Trend Study reveal opportunities for choosing packaging that provides appropriate product protection and aligns with enhanced brand values for health and environmental responsibility.”
Nevin Barich is the Food and Beverage Analyst for Industry Intelligence Inc. and is also Menuism’s fast food expert. Email him at Nevin.Barich@industryintel.com or follow him on Twitter.
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