Culinology - September 2016 - 47

PETITS fours Packaging innovation plays key role in purchasing decisions Americans have noticed and are concerned with growing strains on the world's food resources, suggests new research from market researcher Mintel. Eighty per cent of US shoppers agree that reducing food waste and packaging waste are of equal importance, and 52% prefer food purchases with minimal to no packaging. While US consumers said sustainability is a concern, Mintel found that only two out of five said they recycle a majority of the food packaging they use. The Mintel report also stated that 81% of Americans who look to extend shelf life would prefer to purchase foods with resealable rather than non-resealable packaging, and that more than half of consumers would pay extra for packaging with features like resealability and portion control. Thirty per cent of those asked also reported reusing packaging for other purposes. One quarter of US consumers agreed that labels contribute to the low recycling rate due to unclear communication as to which packages may be recycled. In addition, only 13% of consumers actually made an effort to avoid packages that cannot be recycled. "Our research shows that reducing food waste is top of mind for consumers. This presents opportuni- ties for food brands and retailers to address these concerns through innovative packaging and product messaging," said John Owen, senior food and drink analyst at Mintel. "The prevention of food waste can be positioned not only as a good way for consumers to save money, but also as a way to work toward reversing the growing food waste trend through conscious consumption." The research also suggests single-serve and portion-control packaging is trending up. More than half of consumers agreed fresh produce spoils before they have a chance to eat it, and 41% stated they would pay more for single-serve vegetable packaging. Shoppers are also more interested in the visibility of packaged products. The ability to see the contents in a package would drive 38% of consumers to purchase one product over another, according to Mintel. "Package innovation is playing a key role as food retailers respond to an ongoing shift away from the traditional three sit-down meals a day in favor of snacking and on-the-go eating," Mr. Owen said. "In an effort to capitalize on ever-evolving eating occasions, brands should look to package products in singleserve portions for greater portability." "Which, if any, of the following features of food product packaging would motivate you to select one product over another?" 73% Packaging that... 65% 62% 18-34 35-54 55+ 55% 53% 43% 43% 53% 52% 36% 29% 26% 49% 45% 33% 34% 30% 21% helps with portion control allows food to be eaten on-the-go Base: 1,922 internet users aged 18+ who are food shoppers is resealable has easy-open features prevents food from going bad allows you to view the contents (e.g., a transparent window) Source: Lightspeed GMI/Mintel SEPTEMBER 2016 | Culinology | 47

Table of Contents for the Digital Edition of Culinology - September 2016