About the EcoFocus Trend Study

Transcription

1 About the EcoFocus Trend Study Date: March, 2013 (annually since 2010) Sample: 4,046 nationally representative adults years Findings can be analyzed and reported by year ( ) and by various consumer groups: Demographics: Gender Age / Generation Ethnicity Presence / Age of Children Education, Income Buyers: Juice Milk Organic Valley Florida s Natural Others Packaging Attitudes & Actions: Cartons / glass / plastic / cans / pouches For beverages, foods Impact on health, environment, taste Priorities Preferences Consumers Who Care: CWC Dark Green / LOHAS EcoAware Moms / Dads Grocery Shoppers: Big Box Stores Chain Groceries Natural Stores Recycling : Have single stream / other available Freq of recycling cartons / barriers Attitudes and actions EcoFocus Worldwide

2 Sustainability is a mainstream consumer trend that is already transforming the packaging industry. 86% of Americans ages years are Consumers Who Care. When shopping, they take environmental reasons into consideration: Sometimes 33% Usually 31% Always 22% 73% of Moms are EcoAware Moms. They agree When my kids are grown, I want them to remember me as teaching them to be environmentally responsible. +4 pts since 2010 Base: U.S. Pop ages years EcoFocus Worldwide

3 EcoAware Parents each have responsibilities: EcoAware Moms 73% of Moms, +4 pts since 2010 Teaching respect, responsibility Setting good examples to today s and future generations of her family One step at a time Focus on nurturing solutions Avoiding chemicals and toxins, reducing waste, saving money EcoAware Dads 72% of Dads, +7 pts since 2010 Teaching economy, conservation Making investments now (time, $$) for savings later One step at a time Focus on pragmatic solutions Conserving energy to save money first, and conserve resources second Base: U.S. Pop ages years EcoFocus Worldwide

4 EcoAware Moms are even more inclined than Consumers Who Care to be rethinking their shopping decisions and making new choices. How they rethink packaging can be a goldmine or a landmine! Change vs Over the last few years, I have changed the ways I do things to make choices that are better for the environment 74% 81% -3 pts SA +2.4 pts +1 pt SA +5 pts Being eco-friendly means continually rethinking the choices I make EcoAware Moms 83% 74% Strongly Agree (SA) or Agree Consumers Who Care +2 pts SA +7 pts +4 pts SA +7 pts Base: Consumers Who Care (CWC = 86% of U.S. Pop ages years) EcoFocus Worldwide

5 Q2 Everyday activities/lifestyle choices Second nature stuff Always or Often Turn off lights Use up leftover foods 93% 84% Turn off water when brushing teeth 79% Separate recycling from trash 75% Wash laundry with cold water 73% More effort being made today Compost kitchen waste 33% +11 pts vs Line dry laundry 34% + 5 pts vs Take empty containers to be refilled (cooking oils, water, cosmetics, etc.) 32% + 8 pts vs EcoFocus Worldwide

6 Think about the environmental impact of the packaging before I purchase products 13% 22% Always Usually Sometimes 34% Rarely or Never 32% EcoFocus Worldwide

7 Important Actions: To choose foods or beverages that are packaged responsibly 2% 26% 29% +5 pts since 2010 Extremely Important Very Important Somewhat Important Not Very or Not At All Important 43% EcoFocus Worldwide

8 Changes Made: I have changed what I buy because of the type or amount of packaging 10% 20% Strongly Agree Agree + 2 pts vs % Neither Disagree or Strongly Disagree 39% EcoFocus Worldwide

9 EcoAware Moms Packaging Priorities Reflect the 3 R s: Recycle, Reduce, Reuse I try to buy products in packaging that is recyclable 67% 83% Change vs SA +12 pts +6 pts I try to buy beverages that use less plastic in their packaging 57% 75% +2 pts SA +7 pts +6 pts I try to buy products in refillable or reusable containers or packages 57% 74% -5.8 pts SA +8 pts -2 pts EcoAware Moms U.S. Pop Ages years EcoFocus Worldwide

10 Important Priorities: To Use Less Plastic 5% 28% 32% +5 pts since 2010 Extremely Important Very Important Somewhat Important Not Very or Not At All Important 36% EcoFocus Worldwide

11 Purchase Influence of Company Commitment to: Only using packaging that is made with renewable or recycled materials 3% Extremely Positive Influence 22% 39% Very Positive Influence Somewhat Positive Influence 36% Not Very or Not At All a Positive Influence EcoFocus Worldwide

12 Packaging Waste Can be a Visible Solution or Problem for EcoAware Moms Influential Company Commitments When Shopping Reducing waste Reducing pollution Providing ways to dispose of packaging Only using packaging that is recyclable Only using packaging that is made with renewable or recycled materials Educating consumers on ways to be ecofriendly Fighting climate change 82% 80% 79% 78% 76% 74% 66% Extremely or Very Positive Influence on Purchase EcoFocus Worldwide

13 Retailers Have an Opportunity to Be Part of the Shopper s Solution Retailers should choose what products they put on their shelves based on how environmentally friendly the product packaging is 65% Retailers should choose what products they put on their shelves based on how environmentally friendly those products are 64% SA +6 pts vs Retailers are doing a good job of making it easier for me to make eco-friendly choices 50% SA +4 pts vs Strongly Agree or Agree EcoFocus Worldwide

14 Changes Made: Cartons and glass being used more often; cans and plastic bottles being used less often Changes in use over past year or two Beverages packaged in cartons, such as those used for milk or orange juice Foods and beverages in glass containers Foods and beverages in flexible pouches Foods and beverages in cans Juice / other beverages in single serve plastic bottles Using more often 33% 31% 28% 19% 20% Using less often 16% 18% 19% 31% 35% Same use 48% 42% 35% 44% 32% Don t use 4% 9% 18% 6% 14% EcoFocus Worldwide

15 Changes Made: Fresh and Organic Changes in use over past year or two Beverages packaged in cartons, such as those used for milk or orange juice Fresh foods or beverages Organic foods or beverages Using more often 33% 53% 46% Using less often 16% 5% 10% Same use 48% 40% 31% Don t use 4% 1% 13% EcoFocus Worldwide

16 Q19B) How are you trying to include fresh foods and beverages in your and your family's diet? Buying more local products 67% Shopping at Farmer's Markets 58% Buying more organic products 48% Buying more refrigerated rather than shelf stable beverages 43% Buying more refrigerated rather than frozen or shelf stable foods 31% Other 4% EcoFocus Worldwide

17 Changes Made: I have changed what I buy in order to reduce our exposure to chemicals from food or beverage packaging 9% 8% 25% Strongly agree Agree 18% Neither Disagree Strongly Disagree 48% EcoFocus Worldwide

18 Q20H) What is the most important environmental concern you have in relation to beverage packaging? Most important environmental concern in relation to beverage packaging 4% 6% 3% Recycling and Solid Waste 15% 43% Use of renewable materials (ie: lack of/not using renewable materials) Energy consumption Water Use Corporate Social Responsibility 29% Other EcoFocus Worldwide

19 Erin, this page has microwaveable plastic included, the next page does not. Use whichever works best for you. 58% 49% 50% 51% 47% 53% 51% Plastics used in packaging food or water Microwaveable plastic containers 44% 45% 45% BPA (bisphenol A) 39% 38% Phthalates such as DEHP EcoFocus Worldwide

20 Erin, fyi this is the same data as on the prior page, without microwavable plastic containers included in order to make the chart cleaner for you. 58% 51% 53% Plastics used in packaging food or water 49% 44% 45% 45% BPA (bisphenol A) 39% 38% Phthalates such as DEHP EcoFocus Worldwide

21 Product Preferred Package Most Eco-Friendly Package Plastic bottle 33% Plastic bottle 15% Multi-serve refrigerated juice Glass bottle 35% Glass bottle 40% Carton 22% Carton 28% Don t know 10% Don t know 17% Plastic bottle 40% Plastic bottle 17% Milk Carton 30% Carton 34% Glass bottle 23% Glass bottle 35% Don t know 7% Don t know 14% EcoFocus Worldwide

22 I am concerned about the potential health effects of plastic in my child's life I want to minimize my child s exposure to plastic in food and beverage packaging 18% 7% 35% Strongly Agree Agree 20% 5% 31% Neither 40% Disagree or Strongly Disagree 44% EcoFocus Worldwide

23 Packaging s Health Impact Influences Beverage Purchase Glass Bottle or Jar Refrigerated carton Health Impact of Beverage Packaging Material Positive Impact Negative Impact 44% 64% No Impact Don't Know 24% 16% 8% 12% 13% 20% No 33% Yes 67% Aluminum can Flexible pouch Steel can 34% 29% 26% 17% 21% 18% 28% 26% 30% 21% 25% 26% Plastic bottle 24% 11% 50% 14% Styrofoam cup 15% 12% 57% 16% EcoFocus Worldwide

24 Environmental Impact of Beverage Packaging Material Packaging s Environmental Impact Influences Beverage Purchase Positive Impact Negative Impact Glass bottle or jar No Impact Don't Know 66% 16% 9% 10% Refrigerated carton 45% 20% 19% 17% No 37% Yes 64% Aluminum can Flexible pouch Steel can 37% 31% 27% 18% 13% 29% 36% 16% 35% 16% 21% 22% Plastic bottle 25% 12% 53% 10% Styrofoam cup 15% 9% 63% 13% EcoFocus Worldwide

25 Packaging Material Can Leave Undesirable Chemicals in Believe Beverage Packaging Beverages Containers Can Leave Undesirable Chemicals Plastic bottle 62% No 11% Styrofoam cup Steel can 44% 59% Aluminum can 43% Flexible pouch 30% Yes 89% Refrigerated carton Glass bottle or jar 10% 20% None of the above 7% EcoFocus Worldwide

26 Packaging Material Can Change Taste of Beverages Believe Packaging Containers Can Change the Taste of Beverages Steel can Aluminum can 58% 54% No 17% Styrofoam cup Plastic bottle 45% 39% Flexible pouch 24% Yes 83% Refrigerated carton Glass bottle or jar 21% 9% None of the above 7% EcoFocus Worldwide

27 Packaging's Ability to Protect Freshness Without Using Preservatives Influences Beverage Purchase Packaging Material Best Protects Freshness Without Preservatives Glass bottle or jar Styrofoam cup 59% 70% No 26% Refrigerated carton Plastic bottle 15% 25% Aluminum can 14% Yes 74% Flexible pouch Steel can 12% 12% None of the above 8% EcoFocus Worldwide

28 When shopping for foods and beverages how important are the following on labels: Recyclable 2% 19% Extremely Important 43% Very Important Somewhat Important 37% Not Very or Not At All Important EcoFocus Worldwide

29 Do your recyclable food and beverage containers all go into the same bin or into different bins (one for paper, one for plastic, etc.)? Different bins 49% The same bin 51% Strongly agree or agree Recycling is a bother but it's worth it 62%, +7 pts since 2010 EcoFocus Worldwide

30 Always or usually recycle the following: Plastic bottles/containers Glass bottles/containers Aluminum cans/foil Steel cans Drink cartons Clean paper Fast food packaging Fast food beverage cups Used napkins/paper towels 37% 44% 35% 43% 28% 36% 71% 77% 68% 74% 68% 71% 59% 62% 54% 61% 55% 59% U.S. Pop years EcoAware Moms EcoFocus Worldwide

31 Frequency of Recycling Beverage Cartons 10% 9% 15% 18% 15% 8% 15% 15% Never Rarely Sometimes Usually Always 40% 39% EcoFocus Worldwide

32 Reasons Why: Sometimes, Rarely, or Never Recycle Cartons Not sure cartons are recyclable in my area 39% Cartons are not accepted in my recycling program 23% Not sanitary 12% Takes too much effort 10% Takes too much room in my bins 6% None of the above 23% Base: Rarely or Never Recycle Cartons, EcoAware Moms EcoFocus Worldwide

33 Brands Purchased in Past 6 Months 46% 46% 41% 41% 37% 33% 29% 19% Tropicana Minute Maid Simply Orange Capri Sun Florida's Natural Sunny D Naked Juice Odwalla Juice Buyers EcoFocus Worldwide

34 Brands Purchased in Past 6 Months 56% 36% 30% 19% 19% 18% Yoplait Dannon Silk Stonyfield Organic Valley Horizon Dairy / Soy Beverage Buyers EcoFocus Worldwide

35 Greatly Influences Opinion of Brand s Eco-Friendliness The product ingredients 72% The information on the package 70% The type of package 65% Information I read in the newspaper or online about the company practices Advertising 51% 39% Company website/ s 40% EcoFocus Worldwide

36 Greatly Influences Opinion of Retailer s Eco-Friendliness The types of packaging on the shelf 67% The products stocked 64% Information I read in the newspaper or online about the company practices In-store graphics/signage 57% 55% Advertising 39% Company website/ s 40% EcoFocus Worldwide