6 sustainable packaging trends, 8 recommendations

Consumer Sustainability:

New Platforms for Food Packaging Innovation

Presented by Linda Gilbert

For Food Packaging Technologies Summit

April, 2011

All materials herein are Copyright © 2011 by EcoFocus Worldwide. All rights reserved.

For Consumers, Sustainability is About ―My World, My Life™‖

EcoFocus specializes in consumer

trends in wellness and sustainability.

Climate

Change

My World,

My Life™

Shades

of Green

Social

Responsibility

“My World, My Life” is a

consumer-driven approach

to sustainability that focuses

on personal interests in

wellness and quality of life

today and for future

generations.

Food packaging is clearly an entry point to sustainability

choices for today‟s consumers.

Today‟s Discussion: 6 Trends + 8 Recommendations

for Food Packagers

The Data & Insights Today: The EcoFocus Trend Survey

The EcoFocus Trend Survey is designed to track and understand

consumer attitudes and actions toward sustainability choices.

1. Qualitative focus groups and

in-depth consumer interviews

2. Quantitative lifestyle survey

• National sample

• Men / Women ages 18-65 yrs

• 4000+ respondents annually

• 30+ minutes, on-line

http://blog.miragestudio7.com/wp-content/uploads2/2007/10/sustainability_moving_houses_recycling_building_logo.jpg

Source: EcoFocus 2010 Trend Survey,

n= 4580 Americans, US Pop 18-65 years

Defining Your Target Consumers

84% are Consumers Who Care

69% of Moms are EcoAware Moms

65% of Dads are EcoAware Dads

14% are Dark Green or LOHAS

Sustainability

is for

mainstream

consumers.

Consumers Who Care: 84% of Americans

Consumers Who Care (CWC) at least sometimes base their purchasing

decisions on environmental considerations such as thinking about

saving energy, reducing waste, avoiding chemicals or pollutants, and

so forth, to protect or improve the environment.

Eco-friendly foods,

packaging, clothing and

textiles, paper goods,

household products, travel

and transportation, buildings,

gardens and living spaces –

and where they spend their

dollars -- are all part of this

target’s My World, My Life™.



It’s About Living Well AND Eco-Friendly

“…Sustainable

is more about

the future,

green is here

and now.”— Consumer in Tampa

Green is about

“being on a mission”

and being “willing to

make compromises.”— Consumer in Tampa

“…Sustainable

is balance to

maintain my

lifestyle… so my kids

and their kids can

have the

conveniences and

luxuries I‟ve enjoyed

in my lifetime and be

eco-friendly.”— Consumer in Chicago

For mainstream

consumers,

Sustainabilityis more enduring,

longer term,

and associated

with less

compromise

than is

Green.


Focus Groups

20%

12%

8%

55%

58%

44%

Being eco-friendly is a way to improve my quality of life

Being eco-friendly means continually rethinking the choices I make

Making eco-friendly choices is a new mindset for me

Consumers Who Care

Strongly Agree Agree

It’s a New Consumer Mindset

Most Americans are just starting to

rethink the impact of their choices on

the environment and their health.

It’s a trend that is already starting to

transform many businesses and

industries for the 21st century.

52%

60%

75%



For consumers, sustainable choices in

foods mean natural, organic, or locally

produced…and with recyclable,

refillable, or returnable packaging.

• Sustainability is often a tipping point only

when other attributes are met.

• Opportunity to inform consumers and

differentiate brands.

• Consumers want help to figure out what

the best choice is:

• Is glass better than a can?

• Is organic better than local?

• Is biodegradable better than recycled?

• Does plant-based mean eco-friendly?

For Foods, Green is a Tipping Point

Going forward, it will not be enough to

differentiate based on a product‟s taste,

convenience, health attributes, or price.

Brands need to expand their view to rethink

where a product is made or comes from, the

package efficiency and how to dispose of it,

and how resources are used along the way.

55% look for products in packaging made from recycled materials

52% agree it is extremely or very important to buy products

produced in environmentally friendly countries

40% pay attention to where ingredients in food come from

40% look for products in packaging designed to save fuel through

efficient transportSource: EcoFocus 2010 Trend Survey,

n= 3860 Consumers Who Care (CWC) or

84% of American adults ages 18-65 yrs

Make Your Packaging Count

6 EcoFocus Trends, Get Ready for a Changing Marketplace

1. Mainstream Consumers are Starting to Take Steps

2. Eco-Healthy Lifestyles will be Transformational

3. A Healthier Planet Means a Healthier Me

4. Sorting it Out (recycling)

5. Cleaning Up (waste and pollution)

6. Consumers are Rethinking Purchases

Trend #1. Mainstream Consumers Are Starting To Take Steps

For Mainstream consumers, sustainability choices are relatively new

behaviors. While some behaviors are second nature, others are still

on the ―to do‖ list because they require more effort or planning.

Second nature stuff (Always or often)

Turning off lights 88%

Using curbside recycling 86%

Go online instead of using paper

statements, bills, or catalogs 63%

Use reusable water bottles 56%

Regulate home heating and

cooling with timed thermostat 48%

Drink filtered tap water 42%

More effort needed

Unplugging electronics 39%

Walk, bike instead of drive 22%

Collecting rain water 15%

Car pooling 20%



Trend #2. Eco-Healthy Lifestyles will be Transformational

An Eco-Healthy Lifestyle is

about the way we limit our

exposure or protect ourselves

and our families from pollution,

chemicals, and toxins in our

everyday lives.

From what we eat and drink, to

where we shop and the

packaging we buy, the Eco-

Healthy Lifestyles trend will

change the game for all the

players - resulting in a need for

many companies and

industries to reinvent their

products.



Some Americans are already recognizing

surprising health benefits from sustainability

choices -- from better personal health and fewer

health problems, to improved fitness.

“We usually have the 6

year old on a bike or

scooter and the other kids

walk with us. It slows you

down and makes you

think.”

“Walking more and riding

bikes means we’re in better

shape than when we were

driving everywhere.”



Trend #3. A Healthier Planet Means a Healthier Me

60% want to limit the amount of

garbage their household

produces.

And its rewarding for them to

see the results!



Look for opportunities for

your brand or business to

become a visible champion

of reclamation efforts

Trend #4. Sorting it Out (recycling)

A company‟s commitments to reducing pollution and waste, and

protecting natural resources have the most influence on consumer

purchase decisions today.

87%of Americans agree

that it does not

matter whether or

not you believe in

global warming,

reducing waste and

pollution is just

common sense.



Trend #5. Cleaning Up (waste and pollution)

Consumers are

starting to rethink

what they buy,

based on packaging

considerations.



Trend #6. Consumers are Rethinking Purchases

1. Watch BPA’s, EA’s, other Packaging/Health Issues

2. Decode Recycling

3. Remember, Recent Innovations are Just a Prelude

4. Create an Environment on Package to Tell Your Story

5. Beware of Inconsistencies and Disconnects

6. Don’t Take It All Too Seriously

7. Remove Barriers to Change

8. Drive Packaging Innovations with Sustainability

8 EcoFocus Recommendations for a Changing Marketplace

62% want to learn more

about BPA‟s.

41% consider BPA-free

labels important when

shopping.



#1. Watch BPA’s, EA’s, other Packaging/Health Issues

86% of consumers recycle at

least sometimes

84% have seen recycling

codes on packaging

Only 1 in 4 are familiar with

what they mean; about 14%

consider the codes when

shopping

Manufacturers need to do a better job of

telling me how to recycle or dispose of

their packaging

Already, 61% try to buy packaging

that is recyclable.



#2. Decode Recycling

Stonyfield „s multipack, including the paper label

and PET lidding, is 81% plant-based material.

Source: Websites, EcoFocus 2010 Trend Survey

More than 2 in 3

consumers want to learn

more about plastics made

from soy and corn.

57% say it is extremely or

very important to use less

plastic.

The SunChips® bag is 90%

plant-based and compostable.

Heinz is introducing

Coca Cola‟s plant-

based plastic bottle

technology using a

mixture of traditional

plastics and up to 30%

plant-based material.

#3. Remember, Recent Innovations are Just a Prelude

38% have changed what they buy due to the type or

amount of packaging.

“Has the little recycle symbol but I wouldn’t see it.”

“The things that are more valuable to know are very tiny”

Consumers in Chicago and Tampa



#4. Create an Environment on Package to Tell Your Story

Consumers have a hard time reconciling a brand that

claims to be healthy or green with packaging that is not.

Bags:

“Packaging for the sake of it! It

serves no useful purpose.”

Cartons:

“The variety of materials used in the single serve

package – combined paper and foil, straw with a

wrapper…seems irresponsible, can you recycle

this? I don’t know.”

Source: EcoFocus 2010 Trend

Survey, Focus Groups

Del Monte Blog

#5. Beware of Inconsistencies and Disconnects

For mainstream consumers, its about

having fun, being happy, and feeling

good.

“I like the package, it’s fun and cute, it talks

about sustainable and partnering.”

“They encourage you to recycle…”

“ Friendly company… giving back to the earth.”

“TerraCycle project info is kind of interesting…

tells me about what they do with these products

when they get it back”

“I like their slogan: REDUCE, REUSE,

REPURPOSE.”


Focus Groups

#6. Don’t Take It All Too Seriously

1. Cost

“I wish I could buy environmentally friendly products more often,

but they are often not affordable” 68%

• Conventional is Less Expensive:

• Why does recycled / upcycled cost more than virgin?

• Why should I pay more for less packaging? For less waste?

• Why is organic more expensive if it doesn‟t use expensive chemicals?

2. Choices

“I wish I could buy environmentally friendly products more often,

but they are often not available” 47%

• Hard to Find: there are fewer choices, hard to recognize

• Performance: recyclable or compostable can be less functional

• Confusion: is a can better than a box?

3. Convenience

“Many sustainable or green solutions are not practical for my

lifestyle today” 29%

• Time Consuming: refills and bulk can take more time

• Its Not Easy: drop-off recycling is harder than curb-side pickup.


n= 3860 Consumers Who Care (CWC) or

84% of American adults ages 18-65 yrs

#7. Remove Barriers to Change

There are clearly opportunities for the experts to step up with the

best-performing products and strong brand communications.

Source: Harvard Business Review

#8. Drive Packaging Innovation with Sustainability

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Are You Ready For EcoAware Mom?

Making Way for EcoAware Dad!

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14 Wellness and Sustainability Trends to Watch

www.ecofocusworldwide.com

Thank You

Linda Gilbert

St Petersburg, Florida

+1-727-906-3319

[email protected]

.

www.ecofocusworldwide.com

6 sustainable packaging trends, 8 recommendations

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