Environmental Concerns: The Impact on Beverage and Package Decisions Read more:

8/9/2019 Environmental Concerns: The Impact on Beverage and Package Decisions Read more: http://www.greenbiz.com/bu

1/32

July 1, 2010 Copyright 2010 BeveragePulse.com. All rights reserved. Page 1 of 32

ENVIRONMENTALCONCERNS:THEIMPACTONBEVERAGEANDPACKAGEDECISIONS

July2010BeveragePulse.comAproductof:

ConceptCatalysts,Inc.

and

iModerateResearchTechnologies

www.BeveragePulse.com

email:

[email protected]

6785764444

Copyright2010 BeveragePulse.com Allrightsreserved


2/32


WHATISBEVERAGEPULSE.COM?CONSUMERINSIGHTSFROMCONCEPTCATALYSTSANDIMODERATEBeveragePulse.comistheproductofcollaborationbetweenConceptCatalysts,Inc.andiModerate

ResearchTechnologies.Wesawaneedforrelevant,highquality,andaffordableinsightsintowhat

drives consumer purchase and consumption of packaged beverages. We look at consumers

preferences, what really drives purchase behavior and the implications for the future. These

consumerinsightstogetherwithmarketanalysisandanunderstandingofvaluechainprofitability

canprovidecompanies in thepackagingandbeveragevaluechainwithaclearunderstandingof

thecurrentmarketdynamicsandaclearerpictureofwhatthefutureholds.Whatweknowisthat

alltoooftencompaniesand individualsdonthaveaccesstothesecriticalconsumer insightsand

oftenhavemisconceptionsabouthowtheirproductsareviewedbyconsumers.Themainbarrierin

many cases is the costof custom research.Our intent is tobreakdown thisbarrierbyoffering

relevant,high

quality,

and

affordable

consumer

insights

through

our

multi

client

model.

CONSUMERMYTHBUSTERSWeallhearandreadalotinthepopularmediaaboutenvironmentalconcerns,obesityandhealth

concerns,economichard times,changingshoppingbehaviorandconsumerpreferences.Howdo

weknowhowtoweighalltheseissuesandunderstandhowtheyareimpactingourbusinesstoday

and into the future?We intend to quantify and provide a deeper understanding of how these

issuesimpactpackagedbeveragepurchaseandconsumptionandtodosomemythbustingalong

theway.Youmaynotalwayshearwhatyouwant tohearaboutyourpackageorbeverage;our

commitment

is

to

provide

the

unbiased

facts

to

a

broad

range

of

clients.

WENEEDYOURINPUTThis current study looks at the impact that consumers environmental concerns have on their

packaged beverage purchase and consumption behavior. We expect that the information and

insightswill be of value to you andwill enhance your understanding of the business.We are

offering this study freewith the intent tobeginanongoing relationship.Wewould love tohear

fromyou.Giveusfeedbackonthisstudy,yoursuggestionsontopicsyouwouldliketoseecovered

inourupcoming studies,andany mythsyouwould like to seeus takeon.Please sendaquick

email to [email protected] after you have read this study. We will read and respond

promptlyto

your

comments

and

requests.

Thanks,wehopetohearfromyou,BobFalkenberg,PresidentConceptCatalysts,Inc.JenDrolet,VPClientandModeratingServicesiModerateResearchTechnologies


3/32


CONTENTS

METHODOLOGY 4

EXECUTIVESUMMARY 5

MAINFINDINGS

SURVEYDEMOGRAPHICS 7

CONSUMERECONOMICOUTLOOK 9

ENVIRONMENTALCONCERNS 10

IMPACTON

BEVERAGE

PURCHASES

15

IMPACTONPACKAGEPURCHASES 19

ENVIRONMENTALLYFRIENDLYANDSUSTAINABLEPACKAGING 20

PACKAGINGINNOVATIONS 28

IMPACTOFTHEGULFOILSPILL 29

SUMMARY 31


4/32


METHODOLOGYWe conductedN=521quantitative interviewsandN=40oneonone chat sessions from June6

th

throughJune

11

th

,2010

for

this

wave

of

the

Beverage

Pulse.

Respondents

were

men

and

women,

ages18+fromacrossthecountrywhoqualifiedasprimarygroceryshoppers. Themarginoferror

forthequantitativestudyis+/ 4.29atthe95%confidencelevelandishigherforsubgroups.

ABOUTTHEiModeratePROPRIETARYMETHODOLOGY

iModerates methodology

gives researchers the

ability to seamlessly

intercept respondents in

realtimeforalive,oneon

one discussion within an

onlinesurvey

environment.

Specifically, survey

respondents who match

thecriteriasetforthbefore

project launch are

intercepted at a specific

point while in the survey

environment, typically at

theendofthesurvey.They

areengaged

by

one

of

iModeratesprofessionalmoderators inan IMbasedenvironment fora1520minute textbased

discussioninwhichthemoderatorprobesdeeplyaroundafewkeypoints.Attheconclusionofthe

session, respondents simply advance to complete any remaining survey questions. This

methodology provides a hybrid approach that infuses a qualitative element into a quantitative

initiativetoprovidedeeperunderstandingoncriticalissues.

For this study, all respondentswereeligible for thequalitative,deepdive chat sessions. In the

report,pleasenote thateachquote isattributedwiththe followingdemographicandattitudinal

informationbasedonhowtheyansweredquestionsinthesurvey:

Level of concern with environmental issues, Most important environmental concern w/ packagedbeverages, Which beverage is most sustainable, Spill in Gulf Influence, Gender, Age

Example:Somewhat concerned,Recycling,Plastic bottles,Somewhat greater,Female,25-34


5/32


EXECUTIVESUMMARYThis isthe first inaseriesofstudiesthatwillseektoprovideagreaterunderstandingofthekey

factorsthat

influence

the

purchase

and

consumption

of

packaged

beverages.

A

comprehensive

baseline study was conducted last year that looked at the key drivers of purchase and

consumption, drinker demographics, need states, occasions, package (primary and secondary)

preferences,andpackage likesanddislikes.Thestudyalso lookedatthekeydriversofchange in

consumptionforeachofthecategoriesandtradingofvolumebetweencategories.Thisstudyand

those that followwill investigate important topics inmoredetail andprovide ameans to track

changes inconsumerattitudesover time.Wewillalsoseek tovalidateordisproveandquantify

someofthecommonbeliefsthataretalkedaboutfrequentlyinthepopularmediaandtradepress.

Wechosetolookatconsumerperceptionsofenvironmentalissuesandtheirimpactonpackaged

beveragepurchaseandconsumptionbecause it isatopicthat isreceivinga lotofattentionfrom

themedia,thebeverageindustry,retailers,andconsumers.

Consumersareveryconcernedaboutenvironmental issuesandtherecentGulfofMexicooilspill

hasheightened thoseconcerns.Environmental issueshave remained topofmind forconsumers

eventhroughthesedifficulteconomictimes.Consumershaveaprettygoodunderstandingofwhat

it means for something to be environmentally friendly but struggle mightily with the term

sustainable(withalmosthalfstrugglingwith itsmeaning).Manyrespondentsadmittedtheydid

not knowwhat itmeant andmany hadmisconceptions.Most had something to dowith the

packagebeingsturdyanddurable.Manyexpressedthatifsomethingissustainablethenitdoesnot

decomposeandisbadfortheenvironment.

Concerningpackaged

beverages,

our

respondents

told

us

that

the

most

important

environmental

issuesarerecyclingandminimizationofwastegoingtolandfills.Notsurprisinglytheyalsoindicated

that themost importantattributesofanenvironmentally friendlypackagearehigh recycle rate,

highrecycledcontent,andtoalesserextenttheuseofrenewablematerials.

Environmental issues are playing a role in changes in purchase and consumption behavior. The

greatest impact is on bottled water. Respondents indicated that it is more important that

environmentalissuesbeaddressedforbottledwatercomparedtoothercategories.Aboutanequal

numberofrespondentssaidtheyarebuyingmoreandlessbottledwatertodaycomparedtoayear

ago.Themainreasonforbuyingmorewasforhealthreasonsandthemainreasonforbuyingless

wasenvironmentalreasonsandtoalesserextenteconomicreasons.Basedonthesurvey,changes

inpurchaseandconsumptionofcarbonatedsoftdrinks(CSD)andotherpackagedbeverages(juice,

tea,sportsdrinks,energydrinks,enhancedwater,etc.)weremoredependentonhealthconcerns

and economics. Fewer respondents in this study indicated theywere buying less CSD to save

money than in the surveywe conducted last year.Health concerns related toCSD continue to

garner a lot of headlines and are influencing consumers to switch to bottled water or other

packagedbeveragesortotapwater.


6/32


Environmental issues also play a role in package purchases. Environmental reasons and

conveniencewerecitedasreasonsbythoserespondentsthatindicatedtheyarebuyingmorecans

todaythanayearagowhereasthosewhoarebuyinglesscanscitedhealthandeconomicreasons,

this

is

mostly

CSD

driven.

The

situation

is

opposite

for

plastic

and

glass.

Environmental

reasons

werecitedbyrespondentsasreasonstheyarebuyinglessplasticandglassbottles.

In summary,consumersareconcernedaboutenvironmental issuesand thatconcern isgrowing.

Thebiggest impacttoday is inthebottledwatercategoryandonplasticbottles.Webelievethat

theseissueswillcontinuetogaintractionandhaveagreaterinfluenceastheeconomyimproves.

Wewillbetrackingthisinfuturestudies.


7/32


0% 10% 20% 30% 40%

18 - 20

21 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Respondent age

0% 20% 40% 60% 80%

Male

Female

Respondent gender

MAINFINDINGSSURVEYDEMOGRAPHICSOur primary objective was to

understandpurchasebehavior sowe

focused on primary household

shoppers. All of our survey

respondents are responsible for at

least half of their households food

and grocery shopping. Most of our

respondentsareresponsibleformost

or all of the household food and

groceryshopping.

The charts that follow detail the

demographicsoftheconsumersinoursurvey.TherespondentsarearepresentativesampleofU.S.

primaryshopperdemographics.

0% 20% 40% 60% 80%

All of the food and groceryshopping

Most of the food and groceryshopping

About half of the food and groceryshopping

In your household, when it comes to food andgrocery shopping, would you say you areresponsible for?

0% 10% 20% 30% 40% 50%

None

1

2

3

4

5

6

Children (17 and under) in household

0% 10% 20% 30% 40% 50% 60%

1

2

3

45

6

7

8

Adults (18+) in household


8/32


0% 10% 20% 30% 40%

Never

Less than once a month

Once a month

Once a week

Twice a week or more

How frequently do you buy the following packagedbeverages?

Carbonated soft drinks

Bottled water

Other packagedbeverages

OVER50%OFCONSUMERSPURCHASEPACKAGEDBEVERAGESATLEASTONCEPERWEEK

Most of the respondents purchase

packaged beverages weekly or

more frequently: 60% purchase

CSD; 57% bottled water; and 64%

other packaged beverages. More

males (45%) than females (35%)

purchase CSD more than once a

week. The same gender skew

applies to bottled water, 40% of

male respondents and 28% of

female respondents indicated they

purchase bottled water twice a

week or more. There was also an

age skew in the bottled water

results: younger respondentswere

more likely to purchase twice a

weekor

more.

0% 10% 20% 30% 40%

Some high school

High school

Some college

Associate's degree

Bachelor's degree

Master's degree/otheradvanced degree

Doctorate

Prefer not to answer

Respondent education

0% 10% 20% 30%

Under $25,000

$25,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 or more

Prefer not to answer

Household income


9/32


CONSUMERSARESTILLFEELINGTHEPAINFROMTHEWEAKECONOMYWe asked questions to

understand

consumers

mindset on the state of the

economy and its influence on

their beverage package

purchase and consumption

decisions.Nearly a third (30%)

of respondents indicated that

they areworse off today than

theywere one year agowhile

25% indicated that they are

better

off

now.

Those

who

indicated they are worse off

now skewedolder (45+), lesseducated (less than a collegedegree),

andmorelikelytobeunemployed.Thosewhoindicatedthattheyare

better off now skewed younger (less than 45),more educated and

morelikelytobeemployedfulltime.We asked whether their economic

situationwas

getting

better

or

worse:

27% of respondents indicated getting

betterwhile 23% indicated that their

situation is still getting worse. Those

who indicated that their economic

condition is getting better tended to

be more male, younger (under 45),

higherincome,andmorelikelytohave

a college degree. Respondents who

indicatedthattheireconomicsituation

isgetting

worse

tended

to

be

older

(45+), lower income, and less

educated.

0% 10% 20% 30% 40% 50%

Better than a year ago

About the same as a year ago

Worse than a year ago

How do you feel your current economic situationcompares to your situation one year ago?

0% 10% 20% 30% 40% 50% 60%

Better

About the same

Worse

Do you feel that your economic situation is getting

better, worse, or about the same?


10/32


THEMAJORITYOFCONSUMERSARECONCERNEDABOUTTHEENVIRONMENTEven in these difficult economic

timesconsumers

have

maintained

their focus on the environment. In

the survey, 94% of respondents

indicated that they are very or

somewhat concerned about

environmental issues. Almost half

(49%) indicated that they are very

concerned.

RECYCLING IS BY FAR THEMOST IMPORTANT ENVIRONMENTAL ISSUEWHEN ITCOMESTOBEVERAGEPACKAGINGRecycling was cited most frequently

(45%) as being the most important

environmental concern when it

comes to packaged beverages. The

related issue of landfillswas second

anduseof renewable resourceswas

third.

In the qualitative

chats, some

respondents indicated

that recycling is the

best way to reduce

waste and the need

forlandfills.

They

thought

that

recycling allows existing products to

bereused. Othersnotedthatreusingbottlesandcansthroughrecycling is importantbecause it

helpssavenaturalresourcesgiventhat fewernewbottlesandcanswouldneedtobeproduced.

Examplesinclude:

0% 10% 20% 30% 40% 50%

Other

Water utilization

Corporate responsibility

Energy consumption

Use of renewable resources

Landfill issues

Recycling

When it comes to packaged beverages(carbonated soft drinks, bottled water, juice, tea,sports drinks, enhanced water, etc.) what do youfeel is the most important environmentalconcern?

0% 10% 20% 30% 40% 50% 60%

Not concerned at all

Somewhat unconcerned

Somewhat concerned

Very concerned

How would you rate your level of concern about

environmental issues in general?


11/32


Mod: Whenaskedwhatyou feel is themost importantenvironmentalconcernwhen it

comestopackagedbeverages,youresponded, Recycling.Talktomeaboutwhat

makesthisimportant.

Guest: Recycling is very important to the environment

becauseit

creates

less

waste

in

the

land

fills,

and

ifit

isamaterialthatcanberecycledandreusedthenit

isallthatmuchbetterinproducinglesswastetothe

environment.Very concerned, Recycling, Plastic bottles, Much

greater,Female,4554

Mod: Inthesurvey,whenaskedwhatyoufeelisthemost

importantenvironmentalconcernwhenitcomesto

packagedbeverages,yousaidrecycling. Talktome

aboutwhatmakesthismostimportant.

Guest: Thismeanswe can use less resources to produce

newproduct.

Mod:

Andwhat

makes

this

so

important

to

you

to

use

lessresourcestoproducenewproducts?

Guest: This is importantsothatwecanconserve resourcestouse for the futureand for

otherthingsandmaybehelpkeepcostsdown.Somewhatunconcerned,Recycling,Cans,Havenotchanged,Male,3544

Guest: Ijustfeelthatitisimportantthatourgenerationandtheonestocomeshouldpay

attentiontotheamountofresourceswe'redestroying.Recyclingwillhelpeliminate

that.Somewhatconcerned,Recycling,Plasticbottles,Somewhatgreater,Female,2534


comestopackagedbeverages,yousaid,Recycling. Talktomeaboutwhatmakes

thisimportant.

Guest: Because,Ifeellikeweneedtorecycleasmuchaspossiblebecausethelandfillsare

alreadytoolarge.ItisourchildrenthathavetoliveinthisworldandIhavefiveplus

fivestepchildrenandIdonotwantanyofthemtosufferbecauseofourmistakes.I

maynotknowa lotabout the bigwordsandexactlywhat theymean,but Ido

knowItrytohelpinsomewaystohelptheenvironmentbecausemychildrenhave

toliveherewhenIamgone.Somewhatconcerned,Recycling,Glassbottles,Muchgreater,Female,2534

Guest: Ijustfeelthatitisimportantthatourgeneration,andtheonestocome,shouldpay

attentiontotheamountofresourceswe'redestroying.Somewhatconcerned,Recycling,Plasticbottles,Somewhatgreater,Female,2534

Thesecondconcern,relatedtorecycling,washowthewastefrombottlesandcanscontinuetopile

upinlandfillsandcontaminatetheenvironment. Respondentsalsonegativelynotedthelengthof

time beverage packaging seems to need to biodegrade or decompose once in a landfill. Three

guestssaidintheirindividualchats:


12/32


Mod: Switching gears slightly... in the survey,when askedwhat you feel is themost

importantenvironmentalconcernwhenitcomestopackagedbeverages,yousaid,

Landfillissues. Talktomeaboutwhatmakesthisimportant.

Guest:Landfills

smell

and

attract

disease

and

last

for

generations.

You

can

not

use

this

land

withoutgettingsick.LookatStatenIsland,NY.Yuck!Veryconcerned,Landfillissues,Glassbottles,Muchgreater,Female,4554

Guest: Myconcernsaretheplasticbottlesthatarefillingourlandfills. Plasticsaremadeof

chemicalsanddonotbreakdown.Veryconcerned,Landfillissues,Cans,Muchgreater,Female,3544

Guest: TherearealotofproductsthatendupinlandfillswhichIdonotfeelisgoodforour

environmentasitcontaminatesspaceandtheearth.Somewhatconcerned,Landfillissues,Plasticbottles,Somewhatgreater,Female,4554

Some respondents indicated that current levels of energy consumption are untenable and

irresponsible.Specifically,

they

were

concerned

with

the

overuse

of

energy

contributing

to

pollutionandoildependence.Theyexpressedafearthatthereisnotenoughdesiretocurbouroil

consumption habits or enough preparation to meet energy demands once oil resources are

depleted.

Mod: Switching gears slightly, in the survey, when asked what you feel is the most


Energyconsumption.Talktomeaboutwhatmakesthisimportant.

Guest: Ithinkthatalotofpeopledon'tthinkofenergyconsumptionascontinuingalongwiththe

lifeoftheproduct. Energyconsumptiondoesn'tstopwhentheproduct isfinished inthe

factory. Ittakesenergytodeliverittothestore,formetogettheretobuyit,toearnthe

moneytopayforit,tobringithomeandthentorecycleit. Therecyclingtrucksuseenergy

andso

does

the

recycling

process.

Then

the

fact

that

most

of

our

recycled

material

is

shipped toChina takesahugeamountofenergy. I think thatweneed to findaway to

makethiswholeprocesslessofanenergyburden.

Mod: Whatareyouconcernedwillhappeniftheenergyconsumptiondoesnotdecrease?

Guest: That we will pollute the planet beyond repair. And that we will not use our

resourceswisely. Iamafraidthatin80yearswewillbealloutofoilandnothave

plannedonhowtolivewithoutit.Veryconcerned,Energyconsumption,Glassbottles,Somewhatgreater,Female,3544



Energyconsumption. Talktomeaboutwhatmakesthisimportant.

Guest:

The

recent

events

in

the

Gulf

of

Mexico

have

made

it

perfectly

clear

that

oil

dependencymustbestoppedimmediatelyandalternativeenergysourcesmustbe

utilizedandtheswitchneedstobeatoppriority.Veryconcerned,Energyconsumption,Glassbottles,Muchgreater,Female,3544



Energyconsumption. Talktomeaboutwhatmakesthisimportant.

Guest: Weoveruseenergyinthiscountryanditcontributestopollution.


13/32


Mod: What is itaboutenergyconsumptionthatmakesyouratethisasmore important

thantheotherconcernslisted?

Guest: Theoveruseofenergyisgettingoutofhand.Somewhatconcerned,Energyconsumption,Plasticbottles,Somewhatgreater,Male,3544

Corporate Responsibility was also an important concern for some respondents. They were

worriedthatcorporationsaremoreconcernedwithprofitsthantheenvironmental impactofthe

productstheyproduce. Further,theserespondentsfeltthatitisthedutyofcorporationstoactin

anenvironmentallyconscientiousway.Threesaid:

Mod: In the survey, when asked what you feel is themost important environmental

concernwhenitcomestopackagedbeverages,yousaid,Corporateresponsibility.

Talktomeaboutwhatmakesthisimportant.

Guest: Corporate responsibility ismore thanabout theenvironment, it isabouthow the

corporationtakeresponsibilityforhelpingsociety.

Veryconcerned,

Corporate

responsibility,

Glass

bottles,

Much

greater,

Female,

21

24

Guest: AsaconsumerIwould liketheproductsthatIbuyandusetobethe leastharmfultoour

earthandenvironmentaspossible. Ialsothinkthatthecompaniesthatmakeproductsfor

ourconsumptionaremoreconcernedwithprofitthansustainingourenvironment.Veryconcerned,Landfillissues,Cans,Muchgreater,Female,3544

Guest: Ithinkthecorporationsthatproduce,bottle,distributeneedtobeattheforefront

totakingresponsibility forenvironmentallyandsustainableproducts. Wearethe

consumer,weconsumewhattheyproduce,iftheydoabetterjobwecanonlyhelp.

Ifwegetnosayinwhattheydo,wecan'tdoanybetterwithwhattheygiveusto

workwith.Somewhat concerned, Corporate responsibility, Plastic bottles, Have not changed,

Female,4554

Afewrespondentsmentionedthatwaterutilization istheirgreatestenvironmentalconcernwith

packagedbeverages,andthereforemost important. Theserespondentsnotedthe importanceof

appreciatingthatwaterisavitalresourcethatshouldbeprotectedandconserved.


comestopackagedbeverages,yousaid,Waterutilization. Talktomeaboutwhat

makesthisimportant.

Guest: Ithinkitsbestforustotakecareofthewatersupplybecausethatiswhatwedrink

themostandweneeditformanyusefulhouseholdandotherpurposes.Somewhatconcerned,Waterutilization,Cans,Muchgreater,Female,1820

Mod: Switching gears slightly, in the survey, when asked what you feel is the mostimportantenvironmentalconcernwhenitcomestopackagedbeverages,yousaid,

Waterutilization. Talktomeaboutwhatmakesthisimportant.

Guest: IliveinArizona.Anythingthatsaveswaterisimportanttome!Wehavenonatural

watertablehere.Waterutilizationinanyformisimportanttome.Somewhatconcerned,Waterutilization,Plasticbottles,Somewhatgreater,Male,2534


14/32


0% 5% 10% 15% 20% 25% 30% 35%

Other

Minimum water use

Minimum greenhouse gas emissions

Minimum energy consumption

Minimum carbon footprint

Made from renewable resources

High recycled content

High recycle rate

What is the most important attribute of a sustainableor environmentally friendly beverage package?

RECYCLERATEANDRECYCLEDCONTENTARETHEMOST IMPORTANTATTRIBUTESOFANENVIRONMENTALLYFRIENDLYBEVERAGEPACKAGEThe

majority

of

respondents

(56%) indicated that recycling

rateorrecycledcontentisthe

most importantattributeofa

sustainable or

environmentally friendly

beverage package. Use of

renewable resources, carbon

footprints, energy

consumption,greenhousegas

emissions, and other issues

were cited less frequently as

being most important.

Respondents were forced to

choose one attribute that ismostimportant.CONSUMERS GET MOST OF THEIR INFORMATION ON ENVIRONMENTAL ISSUESFROMTHEINTERNETANDBROADCASTNEWSMEDIA

Wethought

it

would

be

helpful

to

understandwhereconsumersgetmostof

theirinformationonenvironmentalissues.

Itisnosurprisethatbroadcastnewsmedia

and the Internetare theprimarysources.

The gulf oil spill is currently dominating

the news. Consumers are shunning

traditionalmagazinesandnewspapersand

relying more heavily on the Internet for

news and opinions. Younger respondents

(under45)weremuchmore likely to rely

onthe

Internet

while

older

consumers

weremore likely torelyon thebroadcast

news media. Some companies use

advertising to get their message out, it

doesn't appear that ads are a primary

source of information on environmental

issues.0% 10% 20% 30% 40% 50%Other

Through your occupation

Advertising

Groups, associations, communitygatherings

Friends and family

Print media news (magazines andnewspapers)

Internet (blogs, newsletters, etc. NOTnewspaper websites)

Broadcast news media

What is your primary source of information onenvironmental issues?


15/32


0% 20% 40% 60% 80%

Never

Not very often

Sometimes

Always

How often do you recycle your beveragepackages when you are?

At home

At work

Away from home or work

CONSUMERS ARE MUCH LESS LIKELY TO RECYCLE THEIR BEVERAGE PACKAGESWHENAWAYFROMHOMEORATWORK

Sohow

does

the

importance

of

recycling

affect recycling behavior? Most of our

respondents report recycling their

beverage packages at home. Far fewer

recycle at work or away from home or

work. Respondents with college degrees

recycle more often at work than those

with less education. Perhaps office

workers are more likely to recycle their

beverage packages. There appear to be

hugeopportunities

to

increase

the

recycle

rate,particularlyawayfromhome.

ENVIRONMENTAL CONCERNS HAVE A MUCH GREATER IMPACT ON BOTTLEDWATERPURCHASESInorder tounderstandhowbeverage

purchasesarechanging,weaskedour

respondents if they are buyingmore,

aboutthesame,orlessthantheywere

oneyear

ago.

If

they

indicated

achange in purchase behavior, we

asked for their main reason for the

change.

CARBONATEDSOFTDRINKS(CSD)

Morethanaquarter(28%)ofrespondents

indicated that they are buying less CSD

nowcomparedtooneyearago.Themostfrequentlycitedreasonforthechangewashealthreasons(71%);

another21%citedeconomicreasons.Ina2009surveyweconducted,thepercentageofrespondentsciting

economicreasons

was

much

higher.

Environmental

issues

do

not

play

much

of

arole

in

the

decision

by

respondents to buy less CSD. The decline in CSD purchases appears to be offset to some degree by

respondentswhoarebuyingmoreCSD,mainlyforeconomicreasons.Presumablytheserespondentshave

tradeddownfrommoreexpensivebeverages.

0% 20% 40% 60% 80%

Less than last year

About the same

More than last year

Are you buying more or less of the followingpackaged beverages than you were one yearago?

Carbonated softdrinks

Bottled water



16/32


0% 10% 20% 30% 40% 50% 60% 70%

Less important

About the same

More important

Is addressing environmental issues andsustainability more important for bottled waterthan for other packaged beverages?

BOTTLEDWATER

Aroughlyequalpercentageofrespondents indicatedtheywerebuyingmore(27%)andless(23%)bottled

watercomparedtooneyearago.Themainreason forbuyingmorewas forhealthreasonsand themain

reasonsforbuyinglesswasforenvironmental(55%)andeconomicreasons(42%).Higherincomeconsumers

($100K+) were much more likely to cite environmental reasons for buying less and lower income

respondentsweremorelikelytociteeconomicreasons.

OTHERPACKAGEDBEVERAGES

Aroughlyequalnumberofrespondentsindicatedthattheywerebuyingmore(18%)andless(20%)ofother

packagedbeveragescomparedtooneyearago.Healthreasonsweremostfrequentlycitedbythosebuying

more and economic reasons by those buying less. Therewere no significant demographic skews in the

responses.

ADDRESSINGENVIRONMENTALISSUESISMOREIMPORTANTFORBOTTLEDWATERMuchhasbeenwrittenaboutthedecline

in sales,ordecrease in salesgrowth,of

bottled water due to environmental

concerns. To understand this betterwe

probed respondents specifically about

bottled water by asking if addressing

environmental issues

and sustainability is

moreimportant

for

bottledwaterthanfor

other beverages. A

surprising 35% of

respondents indicated

that it is indeedmore

important for bottled

0% 20% 40% 60% 80%

Environmental reasons

Health reasons

Economic reasons

What is the main reason you are buyingmoreof the following compared to oneyear ago?


Bottled water


0% 20% 40% 60% 80%

Environmental reasons

Health reasons

Economic reasons

What is the main reason you are buyinglessof the following compared to oneyear ago?


Bottled water



17/32


watertoaddressenvironmentalissues.Consideringthatrespondentsindicatedthattheygetmost

oftheirinformationonenvironmentalissuesfromthebroadcastnewsmediaandtheInternetthis

isnot sohard tobelieve.Mostof the criticism leveled atCSD ison the subjectofobesity and

overconsumption

of

sugary

soft

drinks.

Most

of

the

criticism

leveled

at

bottled

water

is

concerninglandfillissues,waterconservation,andwasteingeneralcomparedtotapwater.

THE KEY ISSUES THAT CAN POTENTIALLYDRIVE HIGHER SALES VOLUME VARIESSIGNIFICANTLYBYBEVERAGECATEGORYAs expected, the key issues that can

potentiallydrivehigher sales also varyby

category.

CSD

Respondents indicated that they would

buymoreCSDifthepriceswerelowerand

if itwas better for their health. Younger

respondents(under45)andhigherincome

($50K+)weremore likely to indicate they

wouldbuymore if itwasbetter for them

andlowerincomerespondentsweremore

likelyto indicate lowerpriceswouldmake

thembuymore.

BOTTLEDWATER

Respondents indicated that the factors

most likely to influence them tobuymore

bottledwater are: if itwas better for the

environment, lower prices, and health

reasons.

OTHER PACKAGED BEVERAGES (juice, tea,

sportsdrinks,

enhanced

water,

etc.)

Respondents cited lowerpricesandhealth

reasons as most likely to influence

increased purchase of these other

packagedbeverages.

0% 20% 40%

Better packagingoptions

Better for theenvironment

None of the above

Lower prices

Better for my health

What would make you most likely to buymore?


Bottled water



18/32


Thequalitativechatsessionsprovidedonlyafewinsightsintowhatmightencouragerespondents

tobuymorepackagedbeveragesinthefuture. Manystatedthattheydonottypicallybuybottled

waterorbeverages,thereforenothingwouldlikelyaffecttheirpurchasinghabits. However,some

did

point

out

that,

if

anything,

lower

prices

would

be

the

most

likely

motivator.

Two

examples:

Mod: Now,whenaskedwhatwouldmakeyoumost likelytobuymorecarbonatedsoft

drinks,yousaid,Lowerprice.Whatmakesthismostimportanttoyou?

Guest: BecauseIhavealowincome,cheaperthingsaregood.Somewhatconcerned,Landfillissues,Glassbottles,Somewhatgreater,Female,2124

Guest: Theeconomysucks,moneyistight. Lowerpriceswillmakemebuymore,andalso

spurtheeconomy.Somewhatunconcerned,Recycling,Cans,Havenotchanged,Male,3544

A few respondents indicated that theymightbeencouraged tobuymorepackagedbeverages if

they knew the companies producing the products were demonstrably more environmentally

friendly.Specifically

they

would

like

to

see

companies

champion

the

reuse

of

bottles

and

use

more

recyclablepackagingmaterials.Threesaid:

Mod: Whenaskedwhatwouldmakeyoumostlikelytobuymorecarbonatedsoftdrinks,

yousaid,Betterfortheenvironment.Whatmakesthismostimportanttoyou?

Guest: IfIknowtheyreusebottles,itwouldinfluencemypurchase.Somewhat concerned, Energy consumption, Plastic bottles, Somewhat greater,Male,

3544

Mod: Whatmakes this the thingmost likely to lead you to buymore carbonated soft

drinks?

Guest: Knowingtheyareenvironmentallyconsciousmakesadifference.

Mod:

Inwhat

way

would

you

like

to

see

this

improved?

Guest: Usingsealsthatsignifywhoreuseandwhatcompaniesdonotreuse.Somewhat concerned, Energy consumption, Plastic bottles, Somewhat greater,Male,

3544

Mod: Andhowwillthis impactyourpurchasesofdifferenttypesofbeveragepackaging,

likecans,plastic,orglassbottles?

Guest: Iwill purchasemore environmentally friendly package for allmy beverages and

foodaswell.

Mod: Andwhatdoyoufeelisenvironmentallyfriendlypackaging?

Guest: Glass,lessplastics,aluminum,anyrecyclablematerials.Somewhat concerned,Use of renewable resources,Glass bottles, Somewhat greater,

Male,2534

Unrelated to theenvironmentalconcernsor theeconomy,a few respondentsmentioned that if

packagedbeverageproducts,bothsoftdrinksandwater,werebetterfortheirhealth,specificallyin

termsofmorevitaminsand less sugars, theymaybemotivated to increaseconsumption.Three

said:

Mod: Alongthesesamelines,whenaskedwhatwouldmakeyoumostlikelytobuymore

bottledwater,yousaid,Betterformyhealth. Whatmakesthismostimportantto

youintermsofbottledwater?


19/32


Guest: Idrinkwater tocutdownon the carbonatedbeveragesandbecause Iknow it is

betterforme.SoIwoulddrinkmore ifithadvitaminsandmineralsintherethatI

knewforsurewouldbebetterformyhealth.Orplainwaterthathasthepollutions

dilatedout.

Somewhatconcerned,

Recycling,

Glass

bottles,

Much

greater,

Female,

25

34

Mod: Whenaskedwhatwouldmakeyoumostlikelytobuymorecarbonatedsoftdrinks,

yousaid,Betterformyhealth. Whatmakesthismostimportanttoyou?

Guest: Ilikemyhealth.

Mod: Inwhatwaywould you like to see carbonated soft drinksmade better for your

health?

Guest: Less sugar and toxins and more essential vitamins and minerals and natural

ingredients.Somewhat concerned,Useof renewable resources,Cans,Somewhatgreater,Female,

3544

Guest: IthinkIwouldpurchasemoreoftheproductinthosecontainersiftheproductsin

themwere

healthier

for

me.

Veryconcerned,Useofrenewableresources,Plasticbottles,Muchgreater,Male,4554

CONSUMERSBEVERAGEPACKAGEPURCHASESHAVECHANGEDFORAVARIETYOFREASONSBeverage package purchases have also

changed compared to one year ago. A

nearly equal number of respondents

indicatedthat

they

were

purchasing

more

and lessplasticbottlescompared toayear

ago. When asked about cans and glass

bottles, more respondents indicated they

werebuying less than indicated theywere

buyingmore.

CANS

Thoserespondentswhoindicatedtheywere

buyingmore

cans

most

frequently

cited

environmental

concerns

and

convenience

as

the

reason.

Thosewho indicatedtheyarebuying lesscitedhealthreasons,savingmoney,andenvironmental

concernsasthereasonwhy.

0% 20% 40% 60% 80%

Less than last year

About the same

More than last year

How has your purchasing of the followingbeverage packages changed since lastyear?

Cans

Plastic bottles

Glass bottles


20/32


0% 10% 20% 30% 40% 50% 60%

Other

Serving sizes

Healthieroptions

Environmentalconcerns

Convenience

To save money

Why are you buying less?

Cans

Plastic bottles

Glass bottles

GLASSBOTTLES

Respondents who indicated they were buying more glass bottles most frequently cited

environmentalconcernsandhealthissuesasthereason.Thosewhoindicatedtheyarebuyingless

citedpriceandenvironmentalconcernsastheprimaryreasons.

PLASTICBOTTLES

Conveniencewasthemostfrequentlycitedreasonforbuyingmoreplasticbottles.Environmental

reasonswasthemost frequentlycitedreasonforbuying lesscitedbyawhopping57%ofthose

respondentswho indicated theywerebuying less.The secondmostcited reason forbuying less

plasticbottles

was

to

save

money.

RESPONDENTS INDICATED THAT GLASS BOTTLES AND CANS ARE BEST FOR THEENVIRONMENT BUT ABOUT HALF OF ALL CONSUMERS HAVE NO IDEA WHATSUSTAINABLEMEANS

Respondents to the survey indicated that

glassbottlesare thebeveragepackagebest

for the environment followedby cans then

plasticbottles.

When

asked

which

package

wasmostsustainable,plasticbottlesjumped

aheadofcans.

0% 10% 20% 30% 40%

Other

Serving sizes

Healthier options

Environmentalconcerns

Convenience

To save money

Why are you buying more?

Cans

Plastic bottles

Glass bottles

0% 10% 20% 30% 40% 50%

Plastic bottles

Cans

Glass bottles

In your opinion, which beverage packageis best for the environment?


21/32


0% 10% 20% 30% 40% 50%

Plastic bottles

Cans

Glass bottles

In your opinion, which beverage packageis the most sustainable?

WHATISSUSTAINABILITY?Afterrespondentsselectedwhichbeveragepackagewasmostsustainableweaskedanopenended

question:Whatmakes(packageselectedinpreviousquestion)themostsustainable?Manyofthe

respondentsstruggledwiththisquestion,herearesomeexamples:

PlasticismoresustainablebutIdonotusethembecausetheystayaroundforyearsandyears

Theydonotdecompose

Nonbreakable,sustainsthefizzincarbonateddrinksbetterthanplastic

Itsplastic,itdoesntbreaklikeglass

Theyareharder.Theyarelessbiodegradable

Theydonotbreakwhendroppedontheground

Moreconvenient

Theydonotbreakorgetcrushedandusuallydoesnotgoflattoofast

Theyaremoresturdy

Thematerialsusedarehardtodispose

Ifindtheydontbreakaseasy

Therecannotbeaholepokedinthem

Ohcomeonglasscansurviveforhundredsofyears

Cheap

Senttolandfills

Justseemstheykeepfresher

Theyarehardierpackagingthaneasysplitopencansorplastic

Ilikethembecauseifyoudontfinishthedrinkallatoncecanalwaysputthetopbackonandsaveit

Fully46%of respondentseitheradmitted that theydidnotknow (23%)or indicated that ithad

somethingtodowiththestrength,durability,orunbreakablenatureofthepackage(23%).Many

respondents believed that it had to dowith the ability to degrade in a landfill and thatmore

sustainablewasanundesirablequalitybecause thepackagewouldntbreakdown in the landfill.

Greatcautionshouldbeexercisedifyouusesustainableorsustainabilityincommunicationswith

consumers.


22/32


Wesuspectedthatconsumersmightstrugglewithterminology,particularlythewordsustainable

so in the qualitative chat sessionswe dug a littledeeper to try to understand how consumers

define environmentally friendly and sustainable.Overall, respondents varied greatly on their

definitions

of

the

two

terms.

Some

articulated

that

the

two

terms

were

independent,

if

not

contradictory,whileothers revealed that they thought the termswere synonymous. Generally,

respondentsbelievedbothterms,when featuredonproductsorpackaging,weredescriptionsof

proenvironmental qualities and thus positive for the environment. Respondents were more

confident in their general definitions of environmentally friendly and less so in their general

definitionsofsustainable.

Mod: Inyouropinion,whatisthedifferencebetweensomethingthatisenvironmentally

friendlyandsomethingthatissustainable?

Guest: Theyarebothkindofthesametome.Ifitisrecycleditisfriendlyanditsustainsthe

environment.

Veryconcerned,

Landfill

issues,

Glass

bottles,

Much

greater,

Female,

45

54

Mod: To get things started... what do the terms environmentally friendly and

sustainablemeantoyou?

Guest: Goodfortheenvironment.Veryconcerned,Recycling,Glassbottles,Muchgreater,Female,2534



Guest: Notrealsure.

Mod: Whatmakesthisalittleuncleartoyou?

Guest: Notrealsurewhatsustainablemeans.Somewhatconcerned,Landfillissues,Glassbottles,Somewhatgreater,Female,2124

SUSTAINABLE

The respondents had an overallmixed understanding of the term sustainable. However, two

general,yetcontrasting,definitionsofthetermemergedtoanalmostequalextent. Onedefinition

given by respondentswas that if a product is sustainable itwas produced without having a

negativeimpactonnaturalresources.



Guest: Sustainable tome is something that is renewableanddoesnotdrain theEarths

naturalresources.

Veryconcerned,

Landfill

issues,

Cans,

Much

greater,

Female,

35

44

Mod: To get things started... what do the terms environmentally friendly and

sustainablemeantoyou?

Guest: Sustainable makes me think more about the sources lasting and not being

diminishedfromuse.Veryconcerned,Otherlowcarbonfootprintoverall,Glassbottles,Muchgreater,Female,

3544


23/32


Mod: Andthen,whatdoessustainablemean?

Guest: Sustainable development is development that meets the needs of the present

withoutcompromisingtheabilityoffuturegenerationstomeettheirownneeds.Veryconcerned,Energyconsumption,Cans,Muchgreater,Female,2534

Thesecondgeneraldefinitionthatemergedwasthatifaproductissustainable,thenitisdurable

orcanbeusedoverandoveragain.

Guest: Sustainablemeansthattheyarecanbeusedoverandover,withoutanywaste,and

whenneededtodisposecanberecycled.Veryconcerned,Recycling,Plasticbottles,Muchgreater,Female,4554

Guest: Sustainableisaproductthatcanbereuseduntilitisunusable.Veryconcerned,Recycling,Plasticbottles,Muchgreater,Female,4554

Guest: Something that is sustainablemeans that it is durable and long lasting (not as

disposable).

Veryconcerned,Recycling,Glassbottles,Muchgreater,Female,2534

It isalsoworthnotingthatsomerespondentsbelievedtheterm sustainabletobenegativeand

referredtosomethingthatisdetrimentaltotheenvironment. Thisperceptionmaystemfromthe

factthatsomeunderstandsustainabletobelonglastingornotabletobiodegradeordecompose,

thusitwouldstayintheenvironmentaswasteforanundesirablylongperiod.

Guest: Environmentallyfriendlyismadebetterfortheearth.

Mod: Andhowdoesthatdifferfromsomethingthatissustainable?

Guest:Sustainable

is

worse

for

the

earth.

Veryconcerned,Corporateresponsibility,Glassbottles,Muchgreater,Female,3544

Guest: Environmentally friendly means it will biodegrade faster, sustainable means it

won't.

Mod: So,isbeingsustainablebadfortheenvironment?

Guest: Iwouldbelieveso. Yes.

Mod: Pleaseelaborateonwhatmakesyouthinkthis.

Guest: Thewordhassustaininit,indicatingtomenochange.Somewhatconcerned,Waterutilization,Plasticbottles,Somewhatgreater,Male,2534

ENVIRONMENTALLYFRIENDLY

Thoughtheir

specific

definitions

varied,

respondents

were

in

overwhelming

agreement

that

the

term environmentally friendlywas generally a positive term. Some felt that if a productwas

environmentallyfriendlyitmeantthatitcouldbereusedorrecycledandnotgotothelandfillto

sitaswaste. Othersbelievedthetermmeantthataproductwouldnotnegativelyimpactorharm

theenvironment.

Guest: Environmentallyfriendlymeanstobeabletobereusedandnotsitinlandfills.Somewhatconcerned,Recycling,Plasticbottles,Somewhatgreater,Female,2534


24/32


Guest: Environmentally friendly means it has less impact on the environment can be

reusedmuchlikeglassandaluminum. Ifwecanreusemostofthestuffwecreateit

wouldhavelessimpactonallresources.

Somewhatconcerned,

Recycling,

Glass

bottles,

Much

greater,

Female,

55

64

Guest: Environmentallyfriendlyissomethingthathaslittletonoimpact(negative)onthe

environment.Somewhatunconcerned,Recycling,Cans,Havenotchanged,Male,3544

Inthequalitativechatsessions,whenaskedwhichbeveragepackaging(i.e.,glass,plastic,orcans)

wasthemostenvironmentallyfriendlyandsustainable,allthreetypesofpackagingmaterialswere

selected by at least some respondents as the most environmentally friendly and sustainable

material. However, theoverallmostpositivelyperceivedmaterialwasglass. It isworthnothing

that respondentswere generally confident that the type of beverage packaging they chose for

most environmentally friendlywas also themost most sustainable. Only a few respondents

chosedifferentmaterialsfromonequestiontothenext.GLASSBOTTLES

Glass bottles proved the most popular type of beverage package in terms of its perceived

environmental friendliness and sustainability. The respondentsbelieved thatbottlesare reused

aftercleaningasopposedtobeingmelteddown then reconstituted. Othersbelievedglass itself

wasmoredurable (meaning sustainable to some),andwasmostable tobeusedoverandover

again.

Mod: Whenaskedwhatkindofbeveragepackageyoufeel isbestfortheenvironment,

youchose

Glass

bottles,

and

said

it

is

best

because,

They

can

be

sanitized

and

reused. Pleaseelaborateonthisforme.

Guest: Wehaveourmilkdelivered from a localdairy. Theybring themilkout inglass

bottlesandthenwhenweusethemilkupwesendthebottlesback. Theysanitize

thebottlesandthenreusethem.Iwouldliketoseeacompanyexplorewhetheror

notthatwouldbeaviableoptionfortoday'sworld.

Mod: I see you feel that Glass bottles are themost sustainable in terms of beverage

packaging.Whatmakesyoufeelthisway?

Guest: LikeIsaid,theycanbereused. There isnorecycling involvedunlessabottlegets

chippedorbroken. Theycanjustbewashed,sanitizedandfilled.Veryconcerned,Energyconsumption,Glassbottles,Somewhatgreater,Female,3544


youchose

glass

bottles,

and

said

it

is

best

because,

easiest

to

recycle.

Please

elaborateonthisforme.

Guest: Theyneedonlybesterilizedandthenreused,ratherthanrestructuredentirely.

Mod: Iseeyoualsofeelthatglassbottlesarethemostsustainableintermsofbeverage


Guest: They'remadefromsand.Veryconcerned,Energyconsumption,Glassbottles,Muchgreater,Female,3544


25/32


Mod: Now, when asked what kind of beverage package you feel is best for the

environment, you chose glass bottles, and said it is best because, non toxic is

recycled cleaner.Pleaseelaborateonthisforme.

Guest: Glassisrecycledallthetimeandmadeintosomanythings.

Mod:

Whatmakes

it

important

to

you

that

glass

can

be

made

into

so

many

things?

Guest: Itisreusedandnotinalandfillpollutingtheplanet.

Mod: Ialsoseeyoufeelthatglassbottlesarethemostsustainableintermsofbeverage


Guest: Ithinkitlastslongerandcanbeusedoverandoveragain.

Mod: Whatgivesyoutheimpressionthatglasslastslongerthanplasticoraluminum?

Guest: Because I do not think the other two can be reused over and over with out

becomingjunkandlandinginawastepile.Veryconcerned,Landfillissues,Glassbottles,Muchgreater,Female,4554

PLASTICBOTTLES

Therespondents

who

selected

plastic

bottles

as

the

most

environmentally

friendly

and

sustainable

package indicatedthatplasticbottleswerethebesttorecyclebecausetheycanbeturned intoa

wide variety of new productsmade from plastics. Some noted that plastic bottles reminded

consumerstorecyclethrough labels/packaging.Additionally,somefeltthatplasticsarethemost

sustainablematerialbecausetheycanbereusedoverandoveragain inthehome,unlikecansor

bottlesthatmustgotorecyclingcenters.


youchoseplasticbottles,andsaiditisbestbecause,theycanberecycledeasilyor

burnedandmeltedtonothing,andtakeupnospaceafterconsumptionunlikecans

orglass. Pleaseelaborateonthisforme.

Guest: Canscanberecycledintootherproducts,glasscantoo,buttheystilltakeupspace

andin

the

process,

plastic

bottles

can

be

immediately

melted

down

to

nothing

reallyandreadytotakeonanewform.

Mod: Ialsoseeyoufeelthatplasticbottlesarethemostsustainableintermsofbeverage


Guest: Iwouldn'tthinktheywouldtakelongtobereadytobeusedinanotherform,with

outdoingmuchtothem.Somewhat concerned, Corporate responsibility, Plastic bottles, Have not changed,

Female,4554

Mod: Ialsoseethatwhenaskedwhatkindofbeveragepackageyoufeel isbestforthe

environment, you choseplasticbottles,and said it isbestbecause, they canbe

recycled. Pleaseelaborateonthisforme.

Guest: Ifeelthatplasticbottleswouldbetheeasiesttoberecycled.

Mod:

Justbased

on

these

initial

feelings

you

had,

what

makes

it

seem

like

plastic

is

easy

torecycle?

Guest: Iguess Ithoughtthatbecause it'susedonsomanybeveragesthesedaysandthe

littlerecyclesignandrecyclinginfoisalwaysonthebottles.

Mod: AndIseethatyoualsofeelthatplasticbottlesarethemostsustainableintermsof

beveragepackaging.Whatmakesyoufeelthisway?

Guest: Again,withmybasicbeliefthatsinceprettymucheverything ismadewithplastic

thesedays,thatitisbydefault.Somewhatconcerned,Recycling,Plasticbottles,Somewhatgreater,Female,2534


26/32


Mod: I see you feel thatplasticbottles are themost sustainable in termsofbeverage


Guest: Icanrecyclethem,Ialsoreuseplasticbottlesoverandoveragainbysimplyrefilling

themwith

water

from

my

sink

making

them

more

sustainable

than

glass

bottles

or

cans.Somewhatconcerned,Recycling,Plasticbottles,Muchgreater,Male,1820

CANS

Thosewho selected cansnoted that canscanbe recycled intoahostofotherproductsbesides

beveragecontainers. Afewrespondents,whobelievedthetermsustainablemeanttolastalong

time,believethatcansbestfitthatdefinition.


youchosecans,andsaid it isbestbecause, youcanrecyclethemanduseagain.

Pleaseelaborateonthisforme.

Guest: Canscanbeusedoverandoverandalsousedforotherthingsbesidesoda.

Guest: Itcanbeusedformakingcarsandotherthingsthatrequirealuminum.Somewhatconcerned,Landfillissues,Cans,Muchgreater,Female,5564


youchosecans,andsaiditisbestbecause,easilyrecyclable. Pleaseelaborateon

thisforme.

Guest: Aluminumiseasiesttorecycle,alsoitcanberecycledmanytimesunlikeplastic.Somewhatconcerned,Useofrenewableresources,Cans,Somewhatgreater,Female,3544

Mod: I also see you feel that cans are the most sustainable in terms of beverage


Guest:Cans

will

keep

products

fresher

longer

and

can

also

be

recycled.

Mod: And what about those qualities leads you to say they're the most sustainable

containertype?

Guest: Ifeeltheyaresealedbettertokeepthebeveragesfresher.

Mod: Andhowdoesthatrelatetothesustainabilityofthecontainer?

Guest: Itwillstayintactuntilusedandtheyrecycled.Somewhatconcerned,Landfillissues,Plasticbottles,Somewhatgreater,Female,4554

Some respondents revealed that they simply did not know enough about the three types of

beveragematerials to give definitive or informed answers towhichmaterialwasmore or less

environmentallyfriendlyorsustainable.

Mod:

Isee

that

when

asked

what

kind

of

beverage

package

you

feel

is

best

for

the

environment,youchoseglassbottles,andsaid it isbestbecause, theycaneither

beturnedinforadepositorrecycled.Pleaseelaborateonthisforme.

Guest: Honestly,Iamnot100%certainofwhichisthebestpackagingmaterial.

Mod: So,youmentionedthatyou feelglassbottlesarebetter fortheenvironment,but

that plastic bottles are more sustainable. What do you feel is the difference

betweenthetwo?


27/32


0% 10% 20% 30% 40% 50% 60% 70%

Less

About the same

More

When economic times are bad, dosustainability and environmental issueshave more or less of an impact on yourpackaged beverage purchases?

Guest: Truthfully Iamnotcertainonanyof them. I feel thatbothmeandmuchof the

public carea lotandhave thebest intentionsbutare confused about them and

whichistrulybest.Very concerned, Other low carbon footprint overall, Glass bottles, Much greater,

Female,35

44

Guest: Idon't reallyknowwhat the ingredientsare foranyoftheproducts. Ithink that

glasshasbeenaroundalotlongthantheothermaterials. ThatiswhyIchosethat

insteadoftheothers.Somewhatconcerned,Recycling,Glassbottles,Muchgreater,Female,5564

Mod: Do you feel that there is a difference between sustainable packaging and

environmentallyfriendlypackaging?

Guest: Verylittledifference.Somewhatunconcerned,Landfillissues,Cans,Havenotchanged,Male,65+

ENVIRONMENTALISSUESAREIMPORTANTINBADECONOMICTIMESEnvironmentalissuesdonotappeartohave

become less important to consumers even

though we are in the midst of a serious

recession. To understand this better we

asked about the interrelationship between

environmentalissuesandtheeconomy. The

majority of respondents indicated that

sustainabilityandenvironmentalissueshave

aboutthe

same

impact

on

their

packaged

beveragepurchases inbadeconomic times.

A surprising 25% of respondents indicated

thattheseissueshavemoreimpactontheir

purchases when the economy is bad.

Consumers environmental concerns seem

tobeelevated to thepointwhere theyare

independentofeconomicdrivers.


28/32


PLANTBOTTLESMAYMAKEADIFFERENCEIndependent of other variables such as cost,

respondentsseem

very

receptive

to

the

idea

of plant bottles that contain plastic made

from plants. Nearly threefourths (72%) of

respondents indicated that it plant bottles

would have some or a great impact on their

purchaseofcarbonatedsoftdrinks.

Thekeytoleveragingthistypeofinnovationis

creatingabroadawarenessandunderstanding

ofthebenefits.

NEWLIGHTWEIGHTWATERBOTTLESAREMAKINGADIFFERENCELeadingbottledwaterproducershave aggressively

reduced theweight and amountofplastic in their

bottles and given them various econames.Most

respondents were aware of these lighter bottles

and indicated that they have an impact on their

decision to purchase bottled water. Younger

respondents (less than 45) were more aware of

these

lighter

bottles.

0% 10% 20% 30% 40% 50%

No impact at all

Not much impact

Some impact

Great impact

One carbonated soft drink company has

introduced bottles in which some of theplastic is made from plants. What impactwill this have on your likelihood topurchase more carbonated soft drinks?

0% 20% 40% 60%

No

Yes

Are you aware that most bottledwater companies have reducedthe amount of plastic used in theirpackaging?

0% 10% 20% 30% 40% 50%

No impact at all

Not much impact

Some impact

Great impact

What impact does knowing that there arelighter weight plastic bottles for bottled waterhave on your decision to purchase bottledwater?


29/32


THE GULF OIL SPILL HAS HEIGHTENED ENVIRONMENTAL CONCERNS BUTSHOULDNTIMPACTBEVERAGEPACKAGEPURCHASES

Thegulf

oil

spill

was

dominating

the

24

hournews networksduring the fieldingof

thissurvey.Respondents indicatedthatthe

spill has greatly increased their

environmentalandsustainabilityconcerns.

It seems likemany of the respondents to the survey wanted to alter their beverage package

purchases in response to their greater environmental concernsbut therewas no consensus on

wheretodirecttheiranger.Aboutthesamenumberofrespondentsindicatedthattheywouldbuy

moreofeachpackageasthosewhoindicatedtheywouldbuyless.

We used some of the qualitative

chatstogainmoreinsightintothe

impacttheoilspillwouldhaveon

consumers

purchase

and

consumption of beverage

packages. Overall, respondents

overwhelmingly felt that the

recent oil spill in the Gulf of

Mexicowouldhave an impacton

their awareness and concern

about environmental and

sustainability issues. Respondents

indicated that, in reaction to the

spill,they

now

possess

an

overall

greater

concern,

ifnot

inspiration,

to

be

generally

more

environmentallyconscious. Further,somerespondentsexpressedangerandfrustrationattheoil

industryforthespillsnegativeimpactontheenvironment.

Guest: The Gulf oil spill would really only affectme with heighteningmy concerns to

becomingmoreofanenvironmentallyfriendlierperson.Somewhat concerned,Use of renewable resources,Glass bottles, Somewhat greater,

Male,2534

0% 10% 20% 30% 40% 50% 60% 70%

Have not changed

Are somewhat greater

Are much greater

How has the recent oil spill in the Gulf ofMexico influenced your environmental andsustainability concerns? My concerns

0% 20% 40% 60% 80%

Less than currentpurchases

About the same ascurrent purchases

More than currentpurchases

How do you think your future beverage packagepurchases will be influenced by your greaterenvironmental and sustainability concerns?

Cans

Plastic bottles

Glass bottles


30/32


Guest: TheGulfoilspillhasraisedmyawarenessgreatlyofenvironmentalissuesasIlivein

Floridaanditisinmyownbackyard.Veryconcerned,Landfillissues,Cans,Muchgreater,Female,3544

Guest: Ihatebigoilmorethanever.Theyhavekilledmylandandneveraskedmeifthey

could.Leadersgotthemoneyfromthemandrapedtheocean.Iwanttostickitto

theoilindustryandmakethempoorer.Veryconcerned,Landfillissues,Glassbottles,Muchgreater,Female,4554

Somerespondentsrevealedthatthespillwouldalsohaveanoverallaffectonthefuturepurchases

ofpackagedbeverages.

Guest: Ifeelguiltyforbuyingplasticbottlesatall,andsincetheoilspill,Ifeelevenmore

stronglythatit'simportantforeveryonetocurbconsumerismasmuchaspossible.

Mod: What is it that is leading you to say you foresee buying fewer plastic bottles in

particular,but

about

the

same

number

of

aluminum

cans

and

glass

bottles?

Guest: Iintendtobestricterinbuyingplasticsfromnowon.Veryconcerned,Energyconsumption,Glassbottles,Muchgreater,Female,3544

Mod: Inthesurvey,whenaskedhowtheGulfoilspillhas impactedyourenvironmental

andsustainabilityconcerns,yousaidyourconcernsaremuchgreater. Asaresult,

youmentioned thatyouwill likelypurchase lesscans. Helpmeunderstandyour

reasonsforthis.

Guest: I can recycleand reuseplasticbottlesa loteasier thancans, thusmakingplastic

bottlesmoreecofriendlyandsustainableformetouse.Somewhatconcerned,Recycling,Plasticbottles,Muchgreater,Male,1820


31/32


SUMMARYThevastmajorityofconsumersareconcernedabouttheenvironment.

94%of

respondents

indicated

that

they

are

very

or

somewhat

concerned

about

environmentalissuesand49%indicatedtheyareveryconcerned.

RespondentsaremuchmoreconcernedaboutenvironmentalissuesasaresultoftheGulfofMexicooilspill.

Asurprising25%ofrespondentsindicatedthatenvironmentalissueshavemoreimpactontheirpurchaseswhentheeconomyisbad.

Recycling and landfill issues top the list of important environmental issues for beveragepackaging.

Respondents indicated that recycling and landfill issues are the most importantenvironmental concern for packaged beverages followed by the use of renewable

resources.

Similarly, respondents indicated that high recycle rate, high recycled content, andmadefrom renewable resourcesare thethreemost importantattributesofanenvironmentally

friendlypackage.

There is a big opportunity to increase recycle rates: despite respondents high level ofconcern and importanceplacedon recycling,only about 70% indicated that they always

recycletheirbeveragepackagesathomeandthenumbersareevenloweratworkandaway

fromhomeandwork.

Themain issues influencingchanges inpackagedbeverageconsumptionareeconomics,healthconcerns,convenienceandenvironmental issues.The importanceofthefactorsvariesforeachbeveragecategory.CarbonatedSoftDrinks

28% of respondents indicated they are buying less CSD than one year agowith healthreasonscitedmostfrequently(71%)asthereason.Another21%ofthosebuyinglesscited

economicreasons.Whenweaskedasimilarquestionayearagothesplitwasabout50/50

betweenhealthandeconomicreasons.

ThedeclineinCSDpurchasesisoffsetsomewhatbysomerespondentswhoindicatedtheyarebuyingmorethanayearagoprimarilyforeconomicreasons.

Respondents indicated that theywouldbuymoreCSD if itwasbetter for them and the

priceswere

lower.

BottledWater

Aroughlyequalpercentageofrespondentsindicatedtheyarebuyingmore(27%)and less(23%)bottledwatercomparedtoayearago.Themainreasonforbuyingmorewashealth

reasons and themain reason forbuying lesswas environmental reasons and to a lesser

extenteconomicreasons.


32/32

35%of respondents indicated that it ismore important forbottledwater than forotherpackagedbeveragestoaddressenvironmentalandsustainabilityissues.

Respondents indicated that theywould buymore bottledwater if itwas better for the

environment,had

lower

prices,

and

for

health

reasons.

OtherPackagedBeverages(Juice,Tea,SportsDrinks,EnhancedWater,etc.)

Aroughlyequalpercentageofrespondentsindicatedthattheywerebuyingmore(18%)andless(20%)comparedtooneyearago.Healthreasonsweremostfrequentlycitedbythose

buyingmoreandeconomicreasonsbythosebuyingless.

Respondents cited lowerprices andhealth reasons asmost likely to influence increasedpurchaseoftheseotherpackagedbeverages.

ConsumersbeveragepackagepurchaseshavechangedforavarietyofreasonsCans

Morerespondentsindicatedtheyarebuyinglesscansthanindicatedtheyarebuyingmorethanoneyearago.

Those who indicated they are buying more cans cited environmental concerns andconvenienceas the reasons.Thosebuying less citedhealth reasons (CSD), savingmoney,

andenvironmentalconcernsasthemotivation.

PlasticBottles

Thepercentageofrespondentsindicatingthattheyarebuyingmoreandlessplasticbottlescompared to one year ago is about equal. Conveniencewas themost frequently cited

reasonforbuyingmoreandenvironmentalreasonswerecitedbyawhopping57%ofthose

respondentsbuyinglessplasticbottles.

GlassBottles

35%of

respondents

indicated

that

they

are

buying

less

glass

bottles

compared

to

ayear

ago

andonly12% indicatedtheyarebuyingmore.Savingmoneyandenvironmentalconcerns

werethemainreasonscitedforbuyinglessglassbottles.

Consumercommunicationregardingenvironmentalissuesandsustainabilityarecritical Respondents indicated that they getmost of their information on environmental issues

frombroadcastnewsmediaandtheinternet.

Almosthalfoftherespondents inthesurveydidnotknowthemeaningofsustainabilityandmanyofthemhadmisconceptionsthatledthemtobelievethatsustainableisbadfor

theenvironment.

Companiesshould

be

very

careful

in

using

the

term

sustainable

with

consumers.

If

it

is

used,agreatdealofexplanationmayberequired.

Respondents understood the term environmentally friendly and most frequentlyassociaterecyclingwithenvironmentallyfriendlyforbeveragepackaging.

Packaging innovations like lighterweight plastic bottles and plant bottles canmake adifferenceinsalesbutcreatingconsumerawarenessisthekey.

Environmental Concerns: The Impact on Beverage and Package Decisions Read more:

Documents