BY BARBARA WHITE-SAX
American consumers face a crisis of environmental conscience—they want to feel as if they are behaving in an environmentally responsible way, but they are hard-pressed to give up ingrained convenience-dependence behavior patterns.
A recent study by Mintel, a Chicago-based market research firm, indicates that consumers have conflicting viewpoints when it comes to environmental responsibility. The majority of consumers who responded to the survey said they are more concerned about the environment than they were five years ago, and they indicated they are actively reducing their waste. Yet only 16 percent said they would take a reusable bag shopping with them, and only 23 percent avoid buying bottled water for environmental reasons.
The desire for convenience makes environmental responsibility even more difficult for time-pressed consumers. Mintel’s research shows that convenience in the form of heat-and-eat or single-portion units can be counterproductive to sustainable initiatives,
but it’s driven by consumer demand. These convenience-driven trends are also key drivers in the growth of many consumable categories.
Convenience-oriented microwavable product introductions, for example, have grown significantly from 2003 to 2007, according to GNPD. The number of product introductions increased by 40 percent, and Mintel expected that to continue.
“Microwavable soup packaging has gained a lot of steam. ... I think the concept can extend to almost any food that is pre-made,” David Morris, senior analyst at Mintel, said.
Portion-control packaging is another hot spot where consumer desires and environmental concerns diverge. Mintel’s research indicates that more than 4-out-of- 10 respondents said they use portion-control packaging, and the majority of respondents said portion-control packaging helps them avoid junk food and lose weight.
PET bottles—particularly in the water category—have come under more scrutiny recently. Pepsi, Coca-
Cola and Nestle SA have harnessed new technology allowing them to use less plastic by making bottles thinner.
Pepsi, for example, recently announced
Mintel’s David Morris its new half-liter bottle will contain at least 20 percent less plastic than the one it replaces.
Critics say the efforts don’t go far enough. “Plastic is plastic, whether for water, sports drinks or for snack packaging. Once the obvious becomes apparent, it will drive innovation to more eco-friendly plastic variants and to other packaging forms,” Morris said.
Earth Water International, for example, has moved away from PET bottles and now is packaging its water into Tetra Pak cartons that are 100 percent recyclable.
Another key packaging trend to watch is smaller-sized packages. Coke and Pepsi also are experimenting with smaller bottles as a way to offer consumers a less-expensive and more
health-conscious option. The 20-ounce bottles that have become the standard for carbonated beverages are increasingly challenged by consumers who want smaller servings.
One Coca-Cola bottler saw unit volume rise significantly when the company tested 16-ounce bottles of soda priced at 99 cents.
Coca-Cola also has had success with its resealable aluminum cans, which give carbonated soda longer life. “We’ve just started to scratch the surface here. Portion control has been well-received and will spur future growth, but it’s also a matter of meeting the needs of consumers in small households,” Morris said. “Half-loaves of bread, for example, would go a long way in reducing waste among single-person households without sacrificing price points. Coke’s resealable aluminum can offers a twist, by allowing consumers to retain carbonation in partially consumed content and avoid discarding of cans due to spoilage of that content. At the very least, it offers choice, and it sends an eco-friendly message.”
Mars has announced the release of varia- mid-June 2008. Retail price is $2.99 for a 5.8- tions on several of its best-known candies, such ounce recloseable stand-up carton.
as M&Ms and Snickers. M&Ms is releasing The candy items will be a line of premium rolled out to stores by chocolate candies the end of the year. wrapped in irides-Dove tablet bars are cent colors and sold getting new packag- in recloseable cartons. ing. The large bars will M&Ms Premiums fla-include three individu- vors include chocolate ally wrapped pieces in almond, mint choco-a resealable pack. Six late, mocha, rasp-new flavors join the berry-almond with Dove premium tablets Mars Premium M&Ms white chocolate and collection in a new, triple chocolate larger package. Dove tablet flavors include with layers of white, milk and dark choco-blueberry almond, cranberry almond, dark lates. M&Ms Premiums retail at $3.99 for a chocolate with roasted almond, extra-creamy 6-ounce package. milk chocolate, peanut toffee crunch and Expanding the Snickers chocolate bar roasted hazelnut. Each of the large tablet family, Mars is adding a new flavor, packages ( 3.53-ounce) retails at $1.99. Snickers Rockin’ Nut Road, to its lineup.
Taking the chocolate experience beyond Snickers Rockin’ Nut Road is dark choco-the candy bar format, Dove also is adding late lined with caramel and filled with chocolate dessert medallions to its list of almonds and marshmallow nougat. premium chocolate creations. Dove Desserts Rockin’ Nut Road bars will debut in stores bananas foster and tiramisu will debut in in September.
Kraft launches dozens of snacks,
quick meals at FMI Las Vegas show
Kraft Foods announced at cups dubbed “Easy Italia.”
the Food Marketing Institute Kraft also has created a line
show in May the launch of ofprebioticandprobioticcere-
more than 80 products. als, drink mixes and granola
The company’s food and bars under the LiveActive
snack innovations covered banner, to sup-
snack options, quick meals, a port digestive
focus on premium items and health. For die-
more emphasis on foods with ters, Kraft dis-
health-and-wellness functions. played new
Expanding on its line of South Beach quick and easy meals, Kraft Living “Tide announced such items as Me Over” diet Bagel-fuls, five flavors of beverage sticks, Kraft Nilla snack ready-to-heat bagels filled containing fiber cakes 100-calorie with Philadelphia cream and protein to packs cheese; California Pizza be added to water as a filling Kitchen and DiGiorno per- snack between meals. sonal pizzas; Oscar Mayer Kraft also added Honey Deli Creations flatbread Maid delight bars, Mister sandwiches in five varieties Salty milk chocolate covered featuring deli meats and pretzels, Oreo snack cakes and Kraft natural cheeses; and vanilla icing-topped Nilla additional Italian food- snack cakes to its list of 100- inspired Kraft Easy Mac calorie snackpacks.
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