Wellness & Sustainability Trends in Packaging

Transcription

1 Wellness & Sustainability Trends in Packaging Presented by Linda Gilbert EcoFocus Worldwide Glass Packaging Institute Annual Meeting November, 2012 EcoFocus Worldwide

2 EcoFocus Worldwide Lifestyles & Actions Values & Attitudes Priorities & Tradeoffs Brand Perceptions & Drivers EcoFocus is the subject expert on wellness and sustainability the shoppers, topics, trends, brands, retailers, and communications for CPG brands and packagers. EcoFocus Worldwide

3 Trend Survey Content Global Concerns & Influences Lifestyle Choices & Priorities Industry & Category Scorecards Decisions in: Shopping, Eating, Lifestyle How Packaging and Labeling Affects Choice Recycling Attitudes & Actions Grocery Purchase & Attitudes Brand Awareness & Sustainability Ratings Restaurants & Dining Out The EcoFocus Trend Survey Nationally projectable sample 11,500+ Men & Women Ages years Lifestyle study 30 minutes + online survey Fielded annually or more often Rich granularity on shoppers and brands Trend data for tracking, focus on packaging 100+ questions on packaging attitudes, behaviors, preferences and concerns May 2010, July 2011, Feb 2012 Next wave: Feb 2013 Household Demo Profiling EcoFocus Worldwide

4 Sustainability is a mainstream consumer trend that is already transforming the packaging industry. 86% of grocery shoppers ages years are Consumers Who Care Consumers Who Care say they take environmental reasons into consideration when shopping sometimes (34%), usually (32%) or always (20%). Among Consumers Who Care are the niche Dark Greens (fewer than 2 in 10 Americans) who are strongly committed to socially responsible choices and willing to boycott. Base: U.S. Pop. ages years, EcoFocus Worldwide

5 Consumers Who Care have a personal My World, My Life approach to sustainability that focuses on interests in wellness and quality of life today and for future generations. These attitudes are strong and getting stronger. 89% A cleaner planet starts at home SA, +3 pts vs Looking at the future, I want to feel proud. The bottom line for us as parents is that we want our kids to have more than we had, for them to have a clean place to live, and for their kids to have a clean place to live. Lisa: 2 daughters, ages 1 and 5 Base: Consumers Who Care, SA: Strongly Agree EcoFocus Worldwide

6 Consumers Who Care are rethinking their shopping decisions and often making new choices. How they rethink packaging can be a goldmine or a landmine! Over the last few years, I have changed the ways I do things to make choices that are better for the environment 74% +2 pts vs SA +3 pts vs Being eco-friendly means continually rethinking the choices I make 73% +3 pts vs SA +5 pts vs Strongly Agree (SA) or Agree Consumers Who Care Base: Consumers Who Care, EcoFocus Worldwide

7 Two major new Wellness & Sustainability trends have the potential to drive and impact how consumers rethink glass: 1. Making Eco-Friendly Choices Glass Means Less Waste 2. Living Eco-Healthy Lifestyles Glass Means Better Health EcoFocus Worldwide

8 1. Making Eco-Friendly Choices Glass Means Less Waste EcoFocus Worldwide

9 Reducing waste is a rising priority for consumers today. Their challenge is what happens after they re done with what they buy: it s about garbage and trash. 67% 65% +2 points since points since % +2 points since 2011 To limit the amount of garbage my household produces To choose foods or beverages that are packaged responsibly Top 3 Eco-Actions Extremely or Very Important to U.S. Grocery Shoppers To use less plastic Base: Consumers Who Care, EcoFocus Worldwide

10 Food and beverage packaging can be a visible culprit or solution. Consumers want help figuring out how to responsibly dispose of packaging. Agree Manufacturers need to do a better job of telling me how to recycle or dispose of their packaging (+6 pts since 2010) Base: Consumers Who Care, EcoFocus Worldwide

11 Responsible packaging trends are arcing upward in favor of glass. Shoppers get the chasing arrows that implore Americans to reduce, reuse, or recycle it. 65% +1 point since % -2 points since % +2 points since 2011 I try to buy products in packaging that is recyclable I try to buy products in refillable or resusable containers or packages U.S. Grocery Shoppers Strongly Agree or Agree I try to buy beverages that use less plastic in their packaging Base: U.S. Pop. ages years, EcoFocus Worldwide

12 Recyclable, refillable and reusable packaging are the most desirable, followed by packaging that is made from recycled materials. I try to buy products in packaging that is recyclable 71% +2 pts vs I try to buy products in refillable or reusable containers or packages 65% I look for products in packaging that is made from recycled materials 56% +3 pts vs Strongly Agree or Agree Consumers Who Care Base: Consumers Who Care, EcoFocus Worldwide

13 Already, 41% of grocery shoppers have made changes in what they buy because of the type or amount of packaging, up three points since Glass is the preferred packaging for tomato sauce, wine, and single-serve beverages. Product Preferred Package Tomato or pasta sauce Glass jar 58% Steel can 17% Plastic jar 9% No preference 15% Wine Glass recyclable bottle 48% Glass returnable bottle 14% Bag in box 8% No preference 29% Single serve beverage Glass bottle 29% Aluminum can 29% Plastic bottle 24% No preference 19% Single serve beverage Glass bottle 31% Plant-based plastic bottle 26% Conventional plastic bottle 21% No preference 23% Soup Steel can 48% Glass jar 19% Box 12% No preference 21% Base: Consumers Who Care, 2011 EcoFocus Worldwide

14 Shopper passion for recycling is on the rise. Incentives are important (e.g., saving $$, making it part of family time) with 74% saying they would recycle more often if it saved money. Recycling makes me feel like I am doing my part to reduce landfills 79% +4 pts vs Recycling is important to me 77% +5 pts vs I would recycle more often if it helped me to save money 74% +5 pts vs It is rewarding to see how we've reduced the number of bags of garbage my household sends to the landfills 66% +6 pts vs % Total U.S. Grocery Shoppers Strongly Agree or Agree Base: Consumers Who Care, EcoFocus Worldwide

15 Make it easier for consumers! One in two want their grocer to make it easy for me to make eco-friendly choices. Instead, it has gotten harder since 2010 up five points! 49% say it is important to shop at a retail store that makes it easy for me to make eco-friendly choices 44% say it is hard to figure out what choices to make in order to have a more eco-friendly lifestyle +5 pts vs Base: Consumers Who Care, EcoFocus Worldwide

16 But shoppers say they often don t have the information they need to make the right choices. There is clearly lots of room for communication! 36% say they don t recycle glass more often because they don t know if glass is recyclable where they live. 47% of shoppers want their retailers to offer information on recycling and other eco-friendly practices. On average, only 32% of shoppers say their retailer does so. Base: Consumers Who Care, EcoFocus Worldwide

17 Over half have curbside recycling available at home. Many are already recycling plastic bottles and glass, paper, steel cans, and drink cartons. Type of Recycling Available, 2012 Always or Usually Recycle Curbside 59% Plastic bottles 71% Drop off centers only Nothing available Central recycling area 21% 13% 8% Agree recycling is a bother but it s worth it 55% Glass bottles Clean paper Steel cans 65% 58% 58% Dont know 5% Drink cartons 56% Base: U.S. Pop. ages years, EcoFocus Worldwide

18 Reducing waste, providing ways to dispose of packaging, and reducing the environmental impact of shipping are company commitments that matter to at least 2 in 3 Consumers Who Care. Influential Company Commitments When Shopping Reducing waste Reducing pollution Providing ways to dispose of packaging Reducing the distance or carbon emissions used for shipping their products + 3 pts vs % 73% 67% 63% Fighting climate change 56% Consumers Who Care Extremely or Very Influential Base: Consumers Who Care, 2012 EcoFocus Worldwide

19 1. Living Eco-Healthy Lifestyles Glass Means Better Health EcoFocus Worldwide

20 A Healthier Planet Means a Healthier Me The intersection of Health and Sustainability is fueling demand for Eco-Healthy choices that help consumers limit their exposure to chemicals and toxins in their everyday lives. 61% have changed what I buy to reduce the amount of chemicals we are exposed to in our home Base: Consumers Who Care, EcoFocus Worldwide

21 From better personal health to less cancer and disease in the future, 3 in 4 Americans associate health benefits with a cleaner environment and eco-friendly lifestyle choices. Consumers Who Care Strongly Agree or Agree 72% 73% 76% 69% 71% 74% Better personal health is a big Having a cleaner environment benefit of an eco-friendly will mean less cancer and lifestyle disease in the future Base: Consumers Who Care, EcoFocus Worldwide

22 Perceptions of packaging are influenced by both health and environmental considerations. Consumers trust glass to have the least negative impact on their health and to be least likely to leach chemicals into products. Which container is the biggest polluter? Which containers can leach chemicals into your food? Plastic bottles 61% Plastic bottles 82% Multi-layered or Plastic Pouches 19% Multi-layered or Plastic Pouches 66% Aluminum or metal cans 9% Aluminum or metal cans 54% Paper Containers 4% Paper Containers 36% Glass bottles or jars 7% Glass bottles or jars 7% Source: Opinion Research, 2010 EcoFocus Worldwide

23 Concerns about chemical exposure in daily life are rising. Plastic packaging and BPA are safety concerns for three in ten consumers in Plastics used in packaging food or water Microwaveable plastic containers BPA (bisphenol A) 33% 32% 37% +4 pts vs pts vs March 2012: Campbell's Soup: We're Taking BPA Out of Our Cans Phthalates such as DEHP 28% U.S. Pop. Ages Years Extremely or Very Concerned About Health and Safety Base: U.S. Pop. ages years, EcoFocus Worldwide

24 Most Concerned Parents Gen-X years Asian Hispanic African American Natural and Organic Shoppers Base: U.S. Pop. ages years, EcoFocus Worldwide

25 The controversy over BPA is an indicator of our new consumer age. Despite FDA s rejection of the NRDC petition to ban BPA in food and beverage packaging, many companies are committing to BPA-free products and packaging. EcoFocus Worldwide

26 Opportunities to reshape how consumers think about glass packaging will be found at the intersection of health and sustainability. Look for communications and innovations that enhance the consumer s experience. Intersections of Consumer Value + Sustainability Coke Plant Bottle: Sustainability + Convenience Brita, Sunchips: Energy Star: Sustainability + Health Sustainability + Savings Health Sustainability Low VOC Paints: Sustainability + Safety Clorox Greenworks: Sustainability + Performance Whole Foods Greenbox: Sustainability + Pizza!! (social, sharing, fun!) EcoFocus Worldwide

27 Get the EcoFocus Advantage Multi-Client and Custom Research Trend Survey Subscriptions Feb 2013, Add Custom Questions & Brands Retailer Toolkits: 33 major retailers Brand Tracker: 13 Food /Bev Categories Data Mining and Custom Analysis Reports and Presentations EcoFocus Worldwide

28 Thank You Linda Gilbert EcoFocus Worldwide