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Beverage industry leaders should understand and capitalise on key consumer insights that affect purchasing behaviors.
Evergreen Packaging, a global leader in creating fiber-based packaging solutions, has worked with EcoFocus Worldwide to identify four key trends that reveals growing themes expected to impact the industry in 2017.
The survey, conducted independently by EcoFocus Worldwide, examines wellness and sustainability trends impacting the food and beverage industry.
From Walmart’s commitment to 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.
Millennial Motivators
Millennials hold huge buying power in today’s market, and are expected to spend more than $200 billion in 2017 alone. 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, Forbes says.
Also, Millennials aren’t just thinking about the product’s contents; they are differentiating packaging for improved personal and planetary health.
Clean Packaging Gains Momentum
The strong clean labeling movement is expanding to clean processing and clean packaging trends. 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 New Value-Add: Fresh + Clean = Healthy
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.
Naturally Functional Beverages
Consumers are increasingly looking to beverages to play new roles in their diets and health routines. Drinkable breakfasts, performance drinks and the “snackification” of beverages act as meal replacements and guilt-free snacks. The carbonated soft drink category is continuing a five-year decline while demand for natural and organic drinks drive 40% of dollar growth, BevNet reports.
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.”
