US Beverage Packaging Consumer Insights

Report Overview

Featuring 29 tables and 3 figures – available in Excel and Powerpoint! Learn More

Consumer beverage shopping habits are evolving, most notably via online shopping, but also affected by work-from-home habits, on-the-go patterns, and sustainability preferences. Therefore, an analysis of consumer trends can give insight to ways in which packaging can present opportunities, through additional sales, marketing initiatives, and product innovations.

Scope

This report contains analysis and data-driven discussions relating to beverage packaging, including a look at COVID-19 pandemic era health and shopping trends, sustainability views, and beverage shopping habits, behaviors, and attitudes.

This report includes analysis, data, trends, and customized cross tabs using two survey resources:

• data from The Freedonia Group’s proprietary national online survey conducted in April-May 2020, August 2020, November-December 2020, February-March 2021, June 2021, August-September 2021, October-November 2021, November-December 2021, February 2022, May 2022. August 2022, and November 2022
• data from syndicated national consumer survey results from MRI-Simmons Spring 2022 Report

Importance of Packaging

Overall, about half of consumers agree that packaging is an important factor when making grocery shopping choices. Different consumers might care about different features more than others; however, consumers are generally aware of functional elements of a package, such as:

• ease of opening
• resealability
• convenience – size, portability, cook-in packaging
• protection – keep the item fresh and undamaged

Increasingly, consumers are also aware of sustainability features, including:

• recyclability
• recycled content
• no excess packaging

Younger consumers are more likely than older consumers to agree that packaging is an important factor when considering their grocery shopping choices. Interest peaks at the 35-54 age group, with 61% agreeing that it is an important factor.

Preferred Packaging Considerations

One of the primary reasons for packaging a product is to protect its contents. For some consumers, skepticism still exists about whether flexible packaging such as pouches can adequately compete in this area against rigid containers such as cans and jars. Some consumers are concerned that flexible packaging is more easily damaged by puncture or leaks and therefore not as protective.

Overall, 58% of consumers agreed that rigid packaging can provide better protection for food compared to flexible packaging options. This perception would carry over into beverage products as well. Rates were similar across genders and ages for the most part. However, consumers are 35-54 were the most likely to think that rigid packaging was more protective with 64% of consumers in that age group agreeing with the statement.
Opportunities exist in consumer education about the protective design of flexible packaging. If packaged goods and packaging companies are able to communicate information about the durability of their materials or other elements of their package design, the skepticism is likely to be reduced.