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Seventh annual EcoFocus Worldwide study reveals key growth sectors.
January 3, 2017
By: Sean Moloughney
Changing demographics and purchasing behaviors make it crucial for beverage industry leaders to understand and capitalize on key consumer insights that identify growing trends. Evergreen Packaging, a leader in creating fiber-based packaging solutions, has worked with EcoFocus Worldwide to identify four key trends from the annual EcoFocus Trend Study that reveals growing themes expected to impact the industry this year. “The research reveals key areas brands must deliver on in order to appeal to discerning consumers in 2017,” said Erin Reynolds, marketing director for Evergreen Packaging. “The consumer insights gained through the EcoFocus Trend Study reveal opportunities for choosing packaging that provides appropriate product protection and aligns with enhanced brand values for health and environmental responsibility. At Evergreen Packaging we are committed to helping our customers achieve their corporate goals and meeting changing consumer needs.” The survey, conducted independently by EcoFocus Worldwide, examines wellness and sustainability trends impacting the food and beverage industry. In its seventh year, new study results show how consumer tastes, demographics and values are reshaping purchasing decisions. These shifts in consumer priorities are prompting companies to make changes. From Walmart’s commitment to sustainably sourced packaging to McDonalds’ pledge to source 100% of all fiber-based packaging from recycled or certified sources by 2020, it is clear that fresh and sustainable will be trends at the heart of consumer demands throughout 2017. “These study results show that a majority of grocery shoppers have identified products’ fresh, clean, and sustainable benefits among their top purchase priorities when it comes to healthier choices,” said study author and EcoFocus Worldwide CEO Linda Gilbert. “The message is clear: if you are a brand aiming to attract consumers to your healthy beverages, be sure your packaging and processing line up with your ingredient list. And be sure to tell your fresh and clean story effectively on your packaging.” Insights from the research call out four trends: 1) Millennials’ impact on food and beverage priorities, 2) the importance of clean packaging, 3) the power of leveraging of fresh and clean attributes to position healthy products, and 4) the growing popularity of functional beverages: 1. Millennial Motivators Millennials hold huge buying power in today’s market, and are expected to spend more than $200 billion in 2017 alone. In order to successfully reach Millennials, it’s important for brands to understand what influences their purchasing. According to Forbes, more than 50% 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. The EcoFocus survey results illustrate additional details that tie into this larger national trend:
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