snack to the future! - bemis company · 2019-09-20 · 03 today’s lifestyles have redefined meals...
TRANSCRIPT
Leveraging packaging to satisfy today’s hungry consumers
Snack to the Future!
03 Today’slifestyleshaveredefinedmeals
04 Snackingisthenewmeal
05 Dailysnackingfrequency,byage(chart)
06 Seekingsnackswithmealpower
07 Foodforthought:Connectingtoyourconsumer
08 Deliveronthedemandforflavor
09 Theconvenienceofsnacking
10 Foodforthought:Greenexpectations
11 Grabbingtheperfectbite
12 Passthe...bacon(graphic)
13 Wheresnackingmeetsnutrition
14 Foodforthought:Balancingthebite
15 Thefutureisfresh
16 Munchongrowthwithsnackpackaging
Contents
©2019AmcorLimited08/19
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Today’s lifestyles have redefined mealsIt’seasytoseethatsnackinghasbecomemuchmorethantheoccasionalindulgence.Ithasbecomeawayoflifefortoday’sconsumer,anewnorm,blurringthethreesquaremealsweusedtoknow.
A whole lot of snacking going on
In2017,U.S.consumersspentanaverageof$187onsnackfoodandconsumed48.5pounds.1Andthere’sagoodchancethatyouareoneofthesesnackers.AccordingtoMintel,95percentofadultsintheU.S.snackatleastonceaday.Inaddition,70percentofthesesnackersenjoyabetween-mealtreattwoormoretimesaday.2
Lifestyle shifts reshape eating occasions
Expertsnotethatconsumersaresimplytootime-stretched—withwork,recreationandothercommitments—tositdownforthetraditionalbreakfast,lunchanddinnermealsliketheydid10or15yearsago.
Inthise-book,weexplorethecontinuedsnackingphenomenonanditsimpactonpackaging.Understandingwhypeoplesnackandhowtheychoosetheirsnackofchoicearekeyfactorsindesigningrelevant,consumer-friendlypackagingthatkeepsthemcomingbackformore.
1.StatistaConsumerMarketOutlook:FoodReport-SnackFood,2018;2.Mintel:SnackingMotivationsandAttitudes,2019EPICBarshownwithpermissionofGeneralMillsMarketingInc.(GMMI)
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Snacking is the new mealWithconsumersmoreactiveandmoremobilethananyothertimeinhistory,it’snosurprisethattraditionalsit-downfamilymealsareincreasinglyreplacedbyaquicksnackon-the-go.Whetherit’sgrabbinganenergybaronthewaytoyogaclassoreatingabagofchipsonthecommuterrail,consumerssimplydon’thavethetimetheyoncedidtositdownandenjoythreesquaremealseveryday.
Consumers move to more frequent, smaller meals
Today’srealityisthatsnacksarenotviewedasjustmealsupplements,butalsoasfull-fledgedmeals,eatingmorefrequentlythroughoutthedayinsmallerquantities.3Infact,two-thirdsofconsumersreplacemealswithsnacks.4
Or skip meals completely
What’smore,busylifestylesseemtobedrivingconsumerstoskiptraditionalmealsaltogether.Forexample,inaconsumerstudyconductedbyMintel,respondentswereaskedwhatpreventsthemfromeatingbreakfastmoreoften.Overwhelmingly,respondentspointedtotimebeingalimitingfactorinbreakfastoccasions.5
Thishasresultedinaneedforsnackproductsthatappealtodesiredbreakfastflavorsandfoodvarieties,anddeliverthenutritionmissedfromnothavingatraditionalsit-downbreakfast.Allinaconvenientpackagerequiringminimalpreparationandclean-up.
Anything can be considered a snack
Sources:FoodDive:Snacking’sappetitegrowstotakeabiggerbiteofUSfoodconsumption,2018;Mintel:SnackingMotivationsandAttitudes,2019
3.FoodDive:Snacking’sappetitegrowstotakeabiggerbiteofUSfoodconsumption,2018;4.Mintel:SnackingMotivationsandAttitudes,2019;5.Mintel:BreakfastFoods,2018
Yogurt Veggiechips
Chickennuggets Candy
Cookies Popcorn
Soup Pizza
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How many times per day do you eat foods or drinks specifically as a snack? Dailysnackingfrequency,byage
Super Snackers 4+TimesPerDay Typicallyeatsnacksas amealreplacement
Average Snackers2-3TimesPerDayTypicallysnack betweenmeals
Infrequent SnackersOneTimePerDay Snackstosatisfyacraving;Morecalorieconscious
Source:Mintel:SnackingMotivationsandAttitudes,2019
18-24
22%
13%
5%
25-34
20%
28%
13%
35-44
19% 19%
12%
45-54
19%14%
18%
55-64
10%
25%
15%
65+
7%
14%
27%
05
of consumers choose snacks that are fillingSource:Mintel:SnackingMotivationsandAttitudes,2019
Seeking snacks with meal power
Withsomanysnacking,akeyconcernrevolvesaroundthesnack’sabilitytosatisfyhunger.Foodcompaniesmustnowdeliversnacksthathelpconsumersstayfullandenergizedbetween—orinplaceof—meals.Increasingly,snackslikecheese,energybarsandjerkyfeaturehigh-proteinclaimssoconsumerscan“fuelup”whenever—andwherever—theyplease.
Focus on protein
Thefocusonhigh-proteinfoodhasmanyleadingpackagedgoodscompaniesseekingnewandcreativewaystodeliversnackproductsthathighlightthishighlysought-afternutritionalcomponent.Packagingthatpairsaproteinwithothersaltysnackfavoritesorfruitspreadscanrangefromrigidtrayswithflexibleliddingtomulti-sectionalunitsthatmakecombiningingredientseasierfortheconsumer.
of consumers choose snacks that are energizingSource:Mintel:SnackingMotivationsandAttitudes,2019
60%
49%
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Food for thought: Connecting to your consumerPackaging professionals are taking a cue from today’s snack-hungry consumers when it comes to bringing new, fun and functional snacking formats to market. Experts say that consumers often cite the following snacking motivators:
1. Satisfy a craving or treat myself2. Because I’m hungry3. For a break during the day
Consumers not only snack for fun with an indulgent treat, but also snack for fuel when stomachs growl. This broad-ranging quest for fun and fuel bring with it a vast landscape of continued opportunity for brands to enter the snack space. Treats will continue to resonate with consumers, allowing indulgent snacks to answer when cravings call. But as busy lifestyles drive consumers to skip traditional meals, snacking becomes more vital. The right packaging can draw attention to these fun and functional product attributes.
Source: Mintel: Snacking Motivations and Attitudes, 2019
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Deliver on the demand for flavorAsaudiencetastesbecomemoresophisticated—particularlyamongtheMillennialgeneration—thedemandsonpackagingincrease.Insteadofasimplebagofchips,consumersaretodayseekingvariousflavorcombinationsinoneconvenienton-the-gopackage.
Non-traditional gains traction
Aboveallelse,snacksmusttastegoodandofferappealingflavorvarieties.Andit’sanexpectationinthemarketplace.
Non-traditional,nutritiousingredientsarefavoredbytoday’shealth-consciousconsumers.AccordingtoaconsumerstudyconductedbyNielsen,cauliflower,avocado,blackbeanandcoconutchipsrankedamongstthetop10inpreferredchipingredients.Thesenutritiousingredientsputatwistonthetraditionalpotatochip,whilerankinghighlyonbothuniquenessandconsumerneed.
Traditional with a twist gets a double-take
Chipswithtraditionalflavors,thatscoredwellinNielsen’sstudy,incorporatedunlikelytwists.ChickenjerkychipswithBBQseasoningandthe“sweetheat”combinationofbrownsugarandspicyBBQrankedinthetopfiveconsumerflavorpreferences.6Consumersareonthelookoutforunusualandunexpectedpairingswithtraditionalflavors.
Thegoodnewsistheseingredients,flavorsandpairingsaretrendinginothercategoriestoo.Thiscreatespossibilitiesforgrowthwhencombinedwithinterestingpackageformatsanddesigns.
What’s working for flavor combinations
6.Nielsen:HowFoodTrendsTranslateintheChipAisle,2017
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The convenience of snacking Watchtelevisionforafewminutesandyou’llquicklyseecommercialsthatappealtoconsumers’needsforsimple,convenientsnacks.Fromcerealbarsthatalleviatehungerpangstoproteinsnacksthatdeliverajoltofenergyanytimeandanywhere,snackingisnolongerconsidereda“treat”butisanexpectedpartofourdiets.
Convenienceistypicallydefinedinthreeways:preparation,portabilityandportioncontrol.Packagingplaysacriticalroleindeliveringallthree.
Preparation
Preparationistheconsumer’sabilitytoeasilyservethesnack.Thisincludesspreadingordippingoneingredientintoanother(e.g.,veggiesanddip),orsimplysharingwithotherswithoutmakingamessorcausingunduewaste.
Portability
Portabilityisthesnack’sabilitytosafelyandsecurelygoanywheretheconsumergoes.Today,thatcouldmeanprovidingaquickmealonahikingtrailorabitebetweenmeetingsinabusyworkenvironment.
Portion control
Portioncontroliscriticalforconsumerswhodonotwanttooverindulgeorwhoseektokeepthefooditemfreshtoenjoyagainandagain—suchastrailmixorcheesesnacks. Donotsnack 1-3 4+
79%
15%
6% 5%
78%
17%
2015 2018
Increasing consumer engagementWithsomanyalreadysnacking,brandsmayfinditchallengingtoon-boardnewsnackers.Increasingsnackfrequencycreatestheopportunityforincreasedengagement.
Amoveisalreadyunderwaywith17%ofU.S.adultssnacking4+timesperday,upfrom15%in2015.Additionally,21%ofsnackersreportedsnackingmorein2018than2017. Source:Mintel:SnackingMotivationsandAttitudes,2019
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Food for thought: Green expectationsThe increasing pressure on brands to reduce environmental impact is real. In fact, 59% of consumers say they expect companies to be environmentally friendly.7
In addition to consumer demands, brands also face pressure from the Extended Producer Responsibility (EPR) legislation that requires CPGs to take responsibility for the environmental impact of their products.
How do brands begin to meet these aggressive challenges while delivering on convenient snack requirements like portability and portion control?
Both consumers and retailers are heavily focused on end-of-life solutions as an indicator of a brand’s sustainability profile. By moving to recyclable packaging, brands have an opportunity to differentiate on shelf and build loyalty among consumers.
7. Mintel: Cause Marketing – US, August 2018
* Encore™ ultra-clear recyclable film is designed to be recycled through existing How2Recycle® store drop-offs. How2Recycle® is a registered trademark of GreenBlue Institute.
Amcor Ultra-Clear Recyclable* Film
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Whenitcomestosnackselection,consumersareseekingspecificsnackqualitiesatshelf.
Forward-thinkingbrandsareexploringinnovativeproductandpackagingformatsthatcomplementconsumers’lifestyles.Goodtaste,value,convenienceandnutritionalbenefitsareall keyfactors.8
Creating a value perception
AccordingtoMintel,thewinningcombinationoftasteandvaluehavethehighestpurchaseintentinthesnackmarketplace.9Whiletasteisanimportantfactorinproductchoice,valuecansignificantlyalteraconsumer’spurchase.Designswithmultiplecompartmentscandelivernewflavorpairingsthatoffermoretasteappealinoneconvenientpackage.
Convenient yet nutritious
Intheworldof“now”,conveniencehasbecomeanexpectation.Withtechnology,consumershavetheworldattheirfingertips,drivingtheneedforconvenienceinallaspectsoftheirlives.Thisshifthasredefinedconvenienceforfoodbrandsandretailersalike.Consumersarelookingforwaystosavetimewithoutsacrificingnutritionandquality.Packagingcanplayavitalroleinshowcasingsnackfreshness,whiledeliveringconvenienceinanon-the-goformatthatconsumersdemand.
Grabbing the perfect bite
8,9.Mintel:SnackingMotivationsandAttitudes,2019
of snackers prefer ready-to-eat snacks (e.g. chips, fruit) over those requiring preparationSource:Mintel:SnackingMotivationsandAttitudes,2019
78%
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Pass the... bacon?Consumers are moving beyond the traditional salty snacks with 69% of snackers saying anything can be considered a snack.
Mintel:SnackingMotivationsandAttitudes,2019Totino’sPizzaRollsshownwithpermissionofGeneralMillsMarketingInc.(GMMI)
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GRABBING A BITE VIRTUALLY ANYWHEREConsumersarelookingforeasierwaystoaddresstheirnutritionalneeds.Infact,three-quartersofU.S.adultsareactivelytryingtoimprovetheirhealth,andanother17%aretakingmeasurestomaintaintheircurrentlevelofhealth.10
Healthy aging
ThepopulationofolderconsumersintheU.S.willcontinuetogrowasMillennialsageandbirthratesdecline.Normallywithage,snackingfrequency declinesbutMillennialshavegrownupwiththenormofsnackingandtheywilllikelycarrytheirsnackhabitswiththemastheygetolder.
However,whatMillennialssnackonwillchangeasolderconsumersseemtobemorehealth-consciouswhenitcomestosnackchoices.Snackpackagingcanofferdifferentiationbytellingconsumersexactlywhat
theyarebuyingandthebenefitsthatcomewithit.Useoftransparentpackaging,see-throughwindows,andasimplifiedappearancewillcommunicateastraightforwardmessageandmaintainbrandloyaltyover the years.
Affordability always a factor
Asconsumerscontinuetobecomemorewellness-focused,theywillcontinuetoremainprice-conscious.Thoseundertheageof35comprisethemostengagedsnackers,buttheirincomeistypicallylessthanoldergenerations.11Eventhoughpriceisknowinglyimportant,responsiblehealthchoicesarenotcompletelydisregarded.Consumersperceivethathealthiersnackingishigherinnutritionandfresher.Thisisakeyareawherepackagingcanplayalargerrole.
Where snacking meets nutrition
1310,11.Mintel:SnackingMotivationsandAttitudes,2019
of snackers wish there were more healthy snack optionsMintel:SnackingMotivationsandAttitudes,2019
66%
30%
of consumers want snacks that contain vitamins and minerals FoodDive:Snacking’sappetitegrowstotakeabiggerbiteofUSfood consumption,2018
58%
of snackers say the majority of the snacks they eat are healthy Mintel:SnackingMotivationsandAttitudes,2019
Only
of shoppers want snacks that are guaranteed freshFoodDive:Snacking’sappetitegrowstotakeabiggerbiteofUSfood consumption,2018
75%
Food for thought: Balancing the biteConsumers are torn between what they should snack on and what they want to snack on. While the majority of snackers wish there were more healthy snack choices, more than half of consumers say taste trumps health.
What does this mean for snack foods? A mix of health and indulgence, not necessarily at the same time, will win at shelf.
Source: Mintel: Snacking Motivations and Attitudes, 2019
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What’s working for fresh snacks » Multi-compartment packages allowforfreshcombinations
» Single-portioned rigid cups and flexible packagesprovideportioncontrolandon-the-goconvenience
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The future is fresh
New packaging technologies are key for freshness
Today’sconsumers,retailersanddistributionchannelsaredemandingshelf-stableproductsstayfreshlongerthaneverbefore.Forpackagingengineers,thisdemanddrivesgrowthinnewbarrierfilmandaseptictechnologies.
Keeping refrigerated snacks fresher, longer
Freshnessbarriersandnewtypesofsealsandlinersarechangingtheexpectationsforsnackfreshness,particularlyintherefrigerator.Andas
meats,fruits,vegetablesandcheesescontinuetoflourishasgo-tosnackingoptions,keepingtheseperishablessafeoveralongerperiodoftimewillbecomeakeypriorityforsnackmanufacturers.Snackpackagingwithincreasedvisibility,suchastransparentfilmstoallowconsumerstovisuallyconfirmfreshness,willalsoplayaroleinhowaudiencesperceivevalue.
Munch on growth with snack packagingAreyoureadytogainmoremarketshareintheexpandingsnackingmarket?Amcoroffers morethanflexibleandrigidpackaging.Wehavethemarketinsightsandcreativeideas thatcanhelpyoucapitalizeonthevastopportunitiesinsnacking.Takethenextstepstoday:
1. Find a better way to satisfy consumer demand.TalktoanAmcorpackagingexperttoconnect insightsandon-the-pulseconsumertrendstosparksolutionsthatworkforyou.
2. Accelerate your speed to market. Connectwithourinnovationteamstohelpyoubringtherightproductandpackagetomarketforyourbusiness.
Amcor is here to help—contact us today
AmcorFlexiblesNorthAmerica [email protected]
©2019AmcorLimited08/19
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