Changing demographics and purchasing behaviors make it crucial for beverage industry leaders to understand and capitalize on key consumer insights that identify growing trends. Evergreen Packaging®, a global leader in creating fiber-based packaging solutions, has worked with EcoFocus Worldwide to identify four key trends from the annual EcoFocus Trend Study* that reveals growing themes expected to impact the industry in the coming year.
“The research reveals key areas brands must deliver on in order 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. At Evergreen Packaging we are committed to helping our customers achieve their corporate goals and meeting changing consumer needs.”
The survey, conducted independently by EcoFocus Worldwide, examines wellness and sustainability trends impacting the food and beverage industry. In its seventh year, new study results show how consumer tastes, demographics and values are reshaping purchasing decisions. These shifts in consumer priorities are prompting companies to make changes. From Walmart’s commitment to sustainably sourced packaging to McDonalds’ pledge to source 100 percent of all fiber-based packaging from recycled or certified sources by 2020, and Food Business News declaring clean labeling as the top trend of the year – it is clear that fresh and sustainable will be trends at the heart of consumer demands throughout 2017.
“These study results show that a majority of grocery shoppers have identified products’ fresh, clean, and sustainable benefits among their top purchase priorities when it comes to healthier choices,” said study author and Chief Executive Officer of EcoFocus Worldwide, Linda Gilbert. “The message is clear: if you are a brand aiming to attract consumers to your healthy beverages, be sure your packaging and processing line up with your ingredient list. And be sure to tell your fresh and clean story effectively on your packaging.”
Insights from the research call out four trends: 1) Millennials’ impact on food and beverage priorities, 2) the importance of clean packaging, 3) the power of leveraging of fresh and clean attributes to position healthy products, and 4) the growing popularity of functional beverages:
1. Millennial Motivators
Millennials hold huge buying power in today’s market, and are expected to spend more than $200 billion in 2017 alone. In order to successfully reach Millennials, it’s important for brands to understand what influences their purchasing. According to Forbes, more than 50 percent of Millennials make an effort to buy products from companies that support the causes they care about, and they’re twice as likely to care about whether or not their food is organic than any other generation. The EcoFocus survey results illustrate additional details that tie into this larger national trend:
Millennials aren’t just thinking about the product’s contents, they are differentiating packaging for improved personal and planetary health.
2. Clean Packaging Gains Momentum
The new EcoFocus Study results show the strong clean labeling movement is expanding to clean processing and clean packaging trends. As a recent Prepared Foods article highlights, the rules have been rewritten and clean and clear labeling is the new global standard, extending to a more holistic demand for a clean supply chain. These demands apply to packaging as brands are expanding their transparency on all fronts – from supply chain details to their packaging choices. The EcoFocus study shows:
3. The New Value-Add: Fresh + Clean = Healthy
The definition of what makes foods and beverages healthier is becoming increasingly complex. Clean ingredients have moved from a trend to the norm for many categories and brands. Creating products that are fresh and eco-friendly is the new go-to as these attributes will become increasingly crucial contributors to consumer’s measurement of “healthy” in 2017.
Many brands have already taken out preservatives and removed artificial ingredients – the next challenge is to leverage packaging to convey and deliver freshness without the chemicals that consumers view as undesirable for their health. Brands need to ask themselves if their packaging is aligned with their focus on clean ingredients and messaging.
Grocery shoppers’ perception of different packaging materials heavily impacts the grocery industry. Smart brands and retailers must align with consumer values and effectively communicate the commitments behind their product, processing and packaging choices.
4. Naturally Functional Beverages
Consumers are increasingly looking to beverages to play new roles in their diets and health routines. Drinkable breakfasts and the “snackification” of beverages are fueled by consumer interest in nutrition and performance drinks that act as meal replacements and guilt-free snacks. In fact, BevNet reports that the carbonated soft drink category is continuing a five-year decline while demand for natural and organic drinks increases as consumers gravitate toward healthier options, with natural beverages driving 40% of dollar growth in the industry. Industry leaders should expect consumers in 2017 to demand beverages that work harder, whether for refreshment, satiety, energy, immunity boosting, sleep aid, blood sugar management, or a host of other functional benefits now associated with these multifunctional power beverages.
These findings reveal important communication, innovation, and value-added opportunities for beverage manufacturers as they make key decisions in 2017. Overall, consumers put high priorities on making healthy and environmentally responsible purchases. “For consumers, the priorities of health and sustainability are clearly linked together, packaging has a growing role in their perception of both of these attributes,” said Gilbert. “These are powerful synergies that speak to the 2017 consumer’s holistic view of what is healthy.”
For more information on the EcoFocus survey results, and to see other ways Evergreen Packaging is using market insights to help manufacturers build their business, visit www.evergreenpackaging.com.
About Evergreen Packaging®
Evergreen Packaging is a global leader in creating fiber-based packaging solutions customized to deliver product freshness and brand distinction. Evergreen Packaging is a vertically integrated packaging company, delivering total solutions of barrier paperboard, technical expertise, equipment and service.
Evergreen Packaging cartons have the eco-friendly attributes consumers want: more than 70 percent of the carton is made from paper derived from a renewable resource: trees. Cartons are also recyclable for an increasing number of households. In addition, our cartons are made with renewable energy – over 50% of the energy used to make the paper in our carton comes from biomass.
About EcoFocus Worldwide
EcoFocus Worldwide, LLC is a consumer market research and consulting group providing data and insights on consumer attitudes and behaviors regarding wellness and sustainability for packaged goods companies, their suppliers and partners in support of marketing and business development. EcoFocus conducts a syndicated annual consumer trends survey and offers custom quantitative and qualitative research services with extensive strategic brand positioning and communications expertise.
*2016 EcoFocus Trend Study, Base: 4,000 U.S. consumers ages 18 to 65 years
** Food Business News reports on clean labeling
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