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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.

             “My World, My Life” is a
             consumer-driven approach           Climate     My World,
             to sustainability that focuses     Change      My Life™
             on personal interests in
             wellness and quality of life
                                               Shades          Social
             today and for future              of Green     Responsibility
             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   2. Quantitative lifestyle survey
         in-depth consumer interviews
                                            • National sample
                                            • Men / Women ages 18-65 yrs
                                            • 4000+ respondents annually
                                            • 30+ minutes, on-line
Defining Your Target Consumers


           Sustainability    84% are Consumers Who Care

               is for        69% of Moms are EcoAware Moms
            mainstream       65% of Dads are EcoAware Dads
            consumers.       14% are Dark Green or LOHAS




                                               Source: EcoFocus 2010 Trend Survey,
                                               n= 4580 Americans, US Pop 18-65 years
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™.




                                                            Source: EcoFocus 2010 Trend Survey,
                                                            n= 4580 Americans, US Pop 18-65 years
It’s About Living Well AND Eco-Friendly


    “…Sustainable
    is more about                 For mainstream      “…Sustainable
    the future,
    green is here                   consumers,        is balance to
    and now.”                                         maintain my
  — Consumer in Tampa
                                  Sustainability      lifestyle… so my kids
                                  is more enduring,   and their kids can
                                     longer term,     have the
                                                      conveniences and
    Green is about
                                    and associated    luxuries I‟ve enjoyed
    “being on a mission”               with less      in my lifetime and be
    and being “willing to                             eco-friendly.”
    make compromises.”
                                     compromise          — Consumer in Chicago
            — Consumer in Tampa         than is
                                       Green.


                                                         Source: EcoFocus 2010 Trend Survey,
                                                         Focus Groups
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.


           Making eco-friendly choices is a new
                                mindset for me
                                                      8%             44%           52%
           Being eco-friendly means continually
                  rethinking the choices I make
                                                      12%                  58%
                                                                                         60%
          Being eco-friendly is a way to improve
                                 my quality of life
                                                           20%               55%
                                                                                          75%
                                                                 Consumers Who Care
          Source: EcoFocus 2010 Trend Survey,
                                                                 Strongly Agree Agree
          n= 4580 Americans, US Pop 18-65 years
For Foods, Green is a Tipping Point

           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?
Make Your Packaging Count

         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 transport
                                                              Source: EcoFocus 2010 Trend Survey,
                                                              n= 3860 Consumers Who Care (CWC) or
                                                              84% of American adults ages 18-65 yrs
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%
                                                            Source: EcoFocus 2010 Trend Survey,
                                                            n= 4580 Americans, US Pop 18-65 years
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.



                                                 Source: EcoFocus 2010 Trend Survey,
                                                 n= 4580 Americans, US Pop 18-65 years
Trend #3. A Healthier Planet Means a Healthier Me

          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.”

                                                                Source: EcoFocus 2010 Trend Survey,
                                                                n= 4580 Americans, US Pop 18-65 years
Trend #4. Sorting it Out (recycling)

            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
                                              Source: EcoFocus 2010 Trend Survey,
                                              n= 4580 Americans, US Pop 18-65 years
Trend #5. Cleaning Up (waste and pollution)

           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.




                                                             Source: EcoFocus 2010 Trend Survey,
                                                             n= 4580 Americans, US Pop 18-65 years
Trend #6. Consumers are Rethinking Purchases


            Consumers are
           starting to rethink
             what they buy,
          based on packaging
            considerations.




                                               Source: EcoFocus 2010 Trend Survey,
                                               n= 4580 Americans, US Pop 18-65 years
8 EcoFocus Recommendations for a Changing Marketplace


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

           62% want to learn more
           about BPA‟s.

           41% consider BPA-free
           labels important when
           shopping.




                                               Source: EcoFocus 2010 Trend Survey,
                                               n= 4580 Americans, US Pop 18-65 years
#2. Decode Recycling


           Already, 61% try to buy packaging
           that is recyclable.

           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


                                                               Source: EcoFocus 2010 Trend Survey,
                                                               n= 4580 Americans, US Pop 18-65 years
#3. Remember, Recent Innovations are Just a Prelude

           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.                        Stonyfield „s multipack, including the paper label
                                             and PET lidding, is 81% plant-based material.
           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.




                                                                  Source: Websites, EcoFocus 2010 Trend Survey
#4. Create an Environment on Package to Tell Your Story

            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




                                                                        Source: EcoFocus 2010 Trend Survey,
                                                                        n= 4580 Americans, US Pop 18-65 years
#5. Beware of Inconsistencies and Disconnects


           Consumers have a hard time reconciling a brand that
           claims to be healthy or green with packaging that is not.

                               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.”




                 Bags:
                 “Packaging for the sake of it! It
                 serves no useful purpose.”
                                                                       Source: EcoFocus 2010 Trend
                                                                       Survey, Focus Groups
                                                                       Del Monte Blog
#6. Don’t Take It All Too Seriously


            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.”
                                                               Source: EcoFocus 2010 Trend Survey,
                                                               Focus Groups
#7. Remove Barriers to Change

                  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.


                                                                          Source: EcoFocus 2010 Trend Survey,
                                                                          n= 3860 Consumers Who Care (CWC) or
                                                                          84% of American adults ages 18-65 yrs
#8. Drive Packaging Innovation with Sustainability

             There are clearly opportunities for the experts to step up with the
             best-performing products and strong brand communications.




                                                                   Source: Harvard Business Review
Get the EcoFocus Advantage


            Multi-Client and Custom Research

            Trend Survey Sponsorship & Brand Subscriptions

            Subject Expertise & Consultation

            New Reports

                Are You Ready For EcoAware Mom?
                Making Way for EcoAware Dad!
            New Presentations
                14 Wellness and Sustainability Trends to Watch



                     www.ecofocusworldwide.com
Thank You
Linda Gilbert
St Petersburg, Florida
+1-727-906-3319
linda@ecofocusworldwide.com
.
www.ecofocusworldwide.com

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6 Sustainable Packaging Trends, 8 Recommendations

  • 1. 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.
  • 2. For Consumers, Sustainability is About ―My World, My Life™‖ EcoFocus specializes in consumer trends in wellness and sustainability. “My World, My Life” is a consumer-driven approach Climate My World, to sustainability that focuses Change My Life™ on personal interests in wellness and quality of life Shades Social today and for future of Green Responsibility 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
  • 3. 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 2. Quantitative lifestyle survey in-depth consumer interviews • National sample • Men / Women ages 18-65 yrs • 4000+ respondents annually • 30+ minutes, on-line
  • 4. Defining Your Target Consumers Sustainability  84% are Consumers Who Care is for  69% of Moms are EcoAware Moms mainstream  65% of Dads are EcoAware Dads consumers.  14% are Dark Green or LOHAS Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 5. 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™. Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 6. It’s About Living Well AND Eco-Friendly “…Sustainable is more about For mainstream “…Sustainable the future, green is here consumers, is balance to and now.” maintain my — Consumer in Tampa Sustainability lifestyle… so my kids is more enduring, and their kids can longer term, have the conveniences and Green is about and associated luxuries I‟ve enjoyed “being on a mission” with less in my lifetime and be and being “willing to eco-friendly.” make compromises.” compromise — Consumer in Chicago — Consumer in Tampa than is Green. Source: EcoFocus 2010 Trend Survey, Focus Groups
  • 7. 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. Making eco-friendly choices is a new mindset for me 8% 44% 52% Being eco-friendly means continually rethinking the choices I make 12% 58% 60% Being eco-friendly is a way to improve my quality of life 20% 55% 75% Consumers Who Care Source: EcoFocus 2010 Trend Survey, Strongly Agree Agree n= 4580 Americans, US Pop 18-65 years
  • 8. For Foods, Green is a Tipping Point 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?
  • 9. Make Your Packaging Count 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 transport Source: EcoFocus 2010 Trend Survey, n= 3860 Consumers Who Care (CWC) or 84% of American adults ages 18-65 yrs
  • 10. 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
  • 11. 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% Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 12. 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. Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 13. Trend #3. A Healthier Planet Means a Healthier Me 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.” Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 14. Trend #4. Sorting it Out (recycling) 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 Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 15. Trend #5. Cleaning Up (waste and pollution) 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. Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 16. Trend #6. Consumers are Rethinking Purchases Consumers are starting to rethink what they buy, based on packaging considerations. Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 17. 8 EcoFocus Recommendations for a Changing Marketplace 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
  • 18. #1. Watch BPA’s, EA’s, other Packaging/Health Issues 62% want to learn more about BPA‟s. 41% consider BPA-free labels important when shopping. Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 19. #2. Decode Recycling Already, 61% try to buy packaging that is recyclable. 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 Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 20. #3. Remember, Recent Innovations are Just a Prelude 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. Stonyfield „s multipack, including the paper label and PET lidding, is 81% plant-based material. 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. Source: Websites, EcoFocus 2010 Trend Survey
  • 21. #4. Create an Environment on Package to Tell Your Story 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 Source: EcoFocus 2010 Trend Survey, n= 4580 Americans, US Pop 18-65 years
  • 22. #5. Beware of Inconsistencies and Disconnects Consumers have a hard time reconciling a brand that claims to be healthy or green with packaging that is not. 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.” Bags: “Packaging for the sake of it! It serves no useful purpose.” Source: EcoFocus 2010 Trend Survey, Focus Groups Del Monte Blog
  • 23. #6. Don’t Take It All Too Seriously 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.” Source: EcoFocus 2010 Trend Survey, Focus Groups
  • 24. #7. Remove Barriers to Change 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. Source: EcoFocus 2010 Trend Survey, n= 3860 Consumers Who Care (CWC) or 84% of American adults ages 18-65 yrs
  • 25. #8. Drive Packaging Innovation with Sustainability There are clearly opportunities for the experts to step up with the best-performing products and strong brand communications. Source: Harvard Business Review
  • 26. Get the EcoFocus Advantage  Multi-Client and Custom Research  Trend Survey Sponsorship & Brand Subscriptions  Subject Expertise & Consultation  New Reports  Are You Ready For EcoAware Mom?  Making Way for EcoAware Dad!  New Presentations  14 Wellness and Sustainability Trends to Watch www.ecofocusworldwide.com
  • 27. Thank You Linda Gilbert St Petersburg, Florida +1-727-906-3319 linda@ecofocusworldwide.com . www.ecofocusworldwide.com