Beverage Packaging Trends - US - January 2017

Beverage Packaging Trends - US - January 2017

Jan 2017 Mintel PackagingN/A Price :
$ 3995

61% of US adults aged 22+ purchase alcohol for off-premise consumption. While dollar sales in most alcohol segments are on the rise, securing appeal in a competitive marketplace requires aligning with consumer preferences. Two thirds of alcohol buyers indicate paying attention to package format, and 64% pay attention to label design, meaning packaging is more than simply the thing that holds what’s inside. Product quality is second only to taste as a purchase driver, meaning communicating quality will be important to resonating with shoppers. Consumers identify multiple quality cues, including glass containers, product price, clean labels, and brand story.

This report examines the following issues:

  • Two thirds of alcohol buyers pay attention to packaging
  • Good taste, high quality lead as alcohol purchase factors
  • Six in 10 alcohol buyers want to see nutritional information

Table of Content

OVERVIEW

What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Two thirds of alcohol buyers pay attention to packaging
Figure 1: Statements related to alcoholic beverage packaging – Attention – Agree, October 2016
Good taste, high quality lead as alcohol purchase factors
Figure 2: Purchase factors, October 2016
Six in 10 alcohol buyers want to see nutritional information
Figure 3: Statements related to alcoholic beverage packaging – Nutritional information – Agree, October 2016
The opportunities
Glass containers lead as an indicator of quality
Figure 4: Indicators of quality, October 2016
Clean label, brand play a strong role in the perception of quality
Figure 5: Indicators of quality – Label, October 2016
Four in 10 alcohol buyers purchase single-serving formats
Figure 6: Statements related to alcoholic beverage packaging – Format – Agree, October 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
61% of US adults aged 22+ purchase alcohol for off-premise consumption
Alcohol launch activity points to strong innovation
Four in 10 alcohol buyers purchase single-serving formats

MARKET FACTORS
61% of US adults aged 22+ purchase alcohol at retail
Figure 7: Alcoholic beverage purchase, October 2016
The majority of drinkers do so for relaxation
Figure 8: Motivations for drinking alcoholic beverages, October 2015
The majority of alcohol categories post sales growth
Alcohol launch activity points to strong innovation
Figure 9: Share of alcoholic beverage launches, by launch type, 2012-16*
Close to half of off-premise alcohol buyers do so at supermarkets
Figure 10: Purchase location, October 2016

KEY PLAYERS – WHAT YOU NEED TO KNOW
Bottles dominate alcohol launches
Environmentally friendly packaging claims rise across categories
Glass loses share to other material types
Caps lead closure types, but lose slight share

WHAT’S WORKING?
Bottles dominate alcoholic beverage launches
Figure 11: Beer launches, by leading pack type, 2012-16*
Figure 12: Wine launches, by leading pack type, 2012-16*
Figure 13: Spirits launches, by leading pack type, 2012-16*
Figure 14: RTD alcoholic beverage launches, by leading pack type, 2012-16*
Environmentally friendly packaging claims up across alcohol categories
Figure 15: Beer launches, by leading claims, 2012-16*
Figure 16: Wine launches, by leading claims, 2012-16*
Figure 17: Spirits launches, by leading claims, 2012-16*
Figure 18: RTD alcoholic beverage launches, by leading claims, 2012-16*

WHAT’S STRUGGLING?
Glass loses share to other material types
Figure 19: Beer launches, by leading pack material, 2012-16*
Figure 20: Wine launches, by leading pack material, 2012-16*
Figure 21: Spirits launches, by leading pack material, 2012-16*
Figure 22: RTD alcoholic beverage launches, by leading pack material, 2012-16*
Caps lead closure types, but lose slight share
Figure 23: Beer launches, by leading closure type, 2012-16*
Figure 24: Wine launches, by leading closure type, 2012-16*
Figure 25: Spirits launches, by leading closure type, 2012-16*
Figure 26: RTD alcoholic beverage launches, by leading closure type, 2012-16*

WHAT’S NEXT?
Smaller formats may drive purchase
Figure 27: Statements related to alcoholic beverage packaging – Format – Agree, October 2016
Single-serve is of particular interest to younger shoppers
Figure 28: Statements related to alcoholic beverage packaging – Format – Agree, by generation, October 2016
Getting specific about what’s inside
Craft focus boosts perception of quality

THE CONSUMER – WHAT YOU NEED TO KNOW
Good taste, high quality lead as alcohol purchase factors
Two thirds of alcohol buyers pay attention to packaging
More than half of alcohol buyers have shared their packaging opinions
Glass containers lead as an indicator of quality
Brand plays a strong role in the perception of quality

PURCHASE FACTORS
Good taste, high quality lead as alcohol purchase factors
Figure 29: Purchase factors, October 2016
Six in 10 alcohol buyers purchase alcohol in high-quality packaging
Figure 30: Statements related to alcoholic beverage packaging – Quality – Agree, October 2016
Men are more likely than women to be drawn to high quality
Figure 31: Purchase factors, by gender, October 2016
Younger shoppers prioritize elements other than taste
Figure 32: Purchase factors, by generation, October 2016
Millennials are most likely to spend more for attractive packaging
Figure 33: Statements related to alcoholic beverage packaging – Quality – Agree, by generation, October 2016
Quality is more important to higher income earners
Figure 34: Purchase factors, by HH income, October 2016

BEVERAGE PACKAGING AWARENESS
Two thirds of alcohol buyers pay attention to packaging
Figure 35: Statements related to alcoholic beverage packaging – Attention – Agree, October 2016
Women are more package aware
Figure 36: Statements related to alcoholic beverage packaging – Attention – Agree, by gender, October 2016
Younger shoppers pay closer attention to packaging design/format
Figure 37: Statements related to alcoholic beverage packaging – Attention – Agree, by generation, October 2016
More than half of consumers spread the word
Figure 38: Statements related to alcoholic beverage packaging – Opinion – Agree, October 2016
Millennials are most likely to share their opinions about alcohol packaging
Figure 39: Statements related to alcoholic beverage packaging – Opinion – Agree, by generation, October 2016

INDICATORS OF QUALITY
General
Glass containers lead as an indicator of quality
Figure 40: Indicators of quality, October 2016
A quarter of younger shoppers say chilled implies quality
Figure 41: Indicators of quality, by gender, October 2016
Label
Clean label, brand play a strong role in perception of quality
Figure 42: Indicators of quality – Label, October 2016
Ingredients are particularly important to women
Figure 43: Indicators of quality – Label – Any rank, by gender, October 2016
Brand story communicates quality to Millennials
Figure 44: Indicators of quality – Label – Any rank, by generation, October 2016

IDENTIFYING QUALITY
Pair 1 – Beer: glass helps Coors appear more premium than craft
Pair 2 – Wine: glass bottles communicate quality in wine
Pair 3 – Spirits: bottle shape can communicate quality

STATEMENTS RELATED TO ALCOHOLIC BEVERAGE PACKAGING
Nutritional information
Six in 10 alcohol buyers want to see nutritional information
Figure 45: Statements related to alcoholic beverage packaging – Nutritional information – Agree, October 2016
Nutritional information is particularly important among younger drinkers
Figure 46: Statements related to alcoholic beverage packaging – Nutritional information – Agree, by generation, October 2016
High-quality/attractive packaging
High-quality packaging communicates environmental responsibility over health
Figure 47: Statements related to alcoholic beverage packaging – What quality communicates – Agree, October 2016
Feel good purchases
Health generates stronger positive sentiment than quality
Figure 48: Statements related to alcoholic beverage packaging – Feel good – Agree, October 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

APPENDIX – MARKET
Figure 49: Share of alcoholic beverage launches, by launch type, 2012-16*

APPENDIX – KEY PLAYERS
Figure 50: Beer launches, by leading pack type, 2012-16*
Figure 51: Wine launches, by leading pack type, 2012-16*
Figure 52: Spirits launches, by leading pack type, 2012-16*
Figure 53: RTD alcoholic beverage launches, by leading pack type, 2012-16*
Figure 54: Beer launches, by leading claims, 2012-16*
Figure 55: Wine launches, by leading claims, 2012-16*
Figure 56: Spirits launches, by leading claims, 2012-16*
Figure 57: RTD alcoholic beverage launches, by leading claims, 2012-16*
Figure 58: Beer launches, by leading pack material, 2012-16*
Figure 59: Wine launches, by leading pack material, 2012-16*
Figure 60: Spirits launches, by leading pack material, 2012-16*
Figure 61: RTD alcoholic beverage launches, by leading pack material, 2012-16*
Figure 62: Beer launches, by leading closure type, 2012-16*
Figure 63: Wine launches, by leading closure type, 2012-16*
Figure 64: Spirits launches, by leading closure type, 2012-16*
Figure 65: RTD alcoholic beverage launches, by leading pack material, 2012-16*

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