The document summarizes a presentation by Linda Gilbert on consumer sustainability trends related to food packaging. It discusses findings from EcoFocus' trend survey that 84% of consumers consider sustainability in purchases. Main trends include more consumers taking eco-friendly steps, an emerging focus on eco-healthy lifestyles, and rethinking purchases based on packaging. It provides 8 recommendations for food packagers, such as addressing BPA and recycling issues, removing barriers to sustainable options, and driving innovation through sustainability.

1. Consumer Sustainability:
New Platforms for Food Packaging Innovation
Presented by Linda Gilbert
For Food Packaging Technologies Summit
April, 2011
All materials herein are Copyright © 2011 by EcoFocus Worldwide. All rights reserved.

2. For Consumers, Sustainability is About ―My World, My Life™‖
EcoFocus specializes in consumer
trends in wellness and sustainability.
“My World, My Life” is a
consumer-driven approach Climate My World,
to sustainability that focuses Change My Life™
on personal interests in
wellness and quality of life
Shades Social
today and for future of Green Responsibility
generations.
Food packaging is clearly an entry point to sustainability
choices for today‟s consumers.
Today‟s Discussion: 6 Trends + 8 Recommendations
for Food Packagers

3. The Data & Insights Today: The EcoFocus Trend Survey
The EcoFocus Trend Survey is designed to track and understand
consumer attitudes and actions toward sustainability choices.
1. Qualitative focus groups and 2. Quantitative lifestyle survey
in-depth consumer interviews
• National sample
• Men / Women ages 18-65 yrs
• 4000+ respondents annually
• 30+ minutes, on-line

4. Defining Your Target Consumers
Sustainability  84% are Consumers Who Care
is for  69% of Moms are EcoAware Moms
mainstream  65% of Dads are EcoAware Dads
consumers.  14% are Dark Green or LOHAS
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

5. Consumers Who Care: 84% of Americans
Consumers Who Care (CWC) at least sometimes base their purchasing
decisions on environmental considerations such as thinking about
saving energy, reducing waste, avoiding chemicals or pollutants, and
so forth, to protect or improve the environment.
Eco-friendly foods,
packaging, clothing and
textiles, paper goods,
household products, travel
and transportation, buildings,
gardens and living spaces –
and where they spend their
dollars -- are all part of this
target’s My World, My Life™.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

6. It’s About Living Well AND Eco-Friendly
“…Sustainable
is more about For mainstream “…Sustainable
the future,
green is here consumers, is balance to
and now.” maintain my
— Consumer in Tampa
Sustainability lifestyle… so my kids
is more enduring, and their kids can
longer term, have the
conveniences and
Green is about
and associated luxuries I‟ve enjoyed
“being on a mission” with less in my lifetime and be
and being “willing to eco-friendly.”
make compromises.”
compromise — Consumer in Chicago
— Consumer in Tampa than is
Green.
Source: EcoFocus 2010 Trend Survey,
Focus Groups

7. It’s a New Consumer Mindset
Most Americans are just starting to
rethink the impact of their choices on
the environment and their health.
It’s a trend that is already starting to
transform many businesses and
industries for the 21st century.
Making eco-friendly choices is a new
mindset for me
8% 44% 52%
Being eco-friendly means continually
rethinking the choices I make
12% 58%
60%
Being eco-friendly is a way to improve
my quality of life
20% 55%
75%
Consumers Who Care
Source: EcoFocus 2010 Trend Survey,
Strongly Agree Agree
n= 4580 Americans, US Pop 18-65 years

8. For Foods, Green is a Tipping Point
For consumers, sustainable choices in
foods mean natural, organic, or locally
produced…and with recyclable,
refillable, or returnable packaging.
• Sustainability is often a tipping point only
when other attributes are met.
• Opportunity to inform consumers and
differentiate brands.
• Consumers want help to figure out what
the best choice is:
• Is glass better than a can?
• Is organic better than local?
• Is biodegradable better than recycled?
• Does plant-based mean eco-friendly?

9. Make Your Packaging Count
Going forward, it will not be enough to
differentiate based on a product‟s taste,
convenience, health attributes, or price.
Brands need to expand their view to rethink
where a product is made or comes from, the
package efficiency and how to dispose of it,
and how resources are used along the way.
55% look for products in packaging made from recycled materials
52% agree it is extremely or very important to buy products
produced in environmentally friendly countries
40% pay attention to where ingredients in food come from
40% look for products in packaging designed to save fuel through
efficient transport
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC) or
84% of American adults ages 18-65 yrs

10. 6 EcoFocus Trends, Get Ready for a Changing Marketplace
1. Mainstream Consumers are Starting to Take Steps
2. Eco-Healthy Lifestyles will be Transformational
3. A Healthier Planet Means a Healthier Me
4. Sorting it Out (recycling)
5. Cleaning Up (waste and pollution)
6. Consumers are Rethinking Purchases

11. Trend #1. Mainstream Consumers Are Starting To Take Steps
For Mainstream consumers, sustainability choices are relatively new
behaviors. While some behaviors are second nature, others are still
on the ―to do‖ list because they require more effort or planning.
Second nature stuff (Always or often)
Turning off lights 88%
Using curbside recycling 86%
Go online instead of using paper
statements, bills, or catalogs 63%
Use reusable water bottles 56%
Regulate home heating and
cooling with timed thermostat 48%
Drink filtered tap water 42%
More effort needed
Unplugging electronics 39%
Walk, bike instead of drive 22%
Collecting rain water 15%
Car pooling 20%
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

12. Trend #2. Eco-Healthy Lifestyles will be Transformational
An Eco-Healthy Lifestyle is
about the way we limit our
exposure or protect ourselves
and our families from pollution,
chemicals, and toxins in our
everyday lives.
From what we eat and drink, to
where we shop and the
packaging we buy, the Eco-
Healthy Lifestyles trend will
change the game for all the
players - resulting in a need for
many companies and
industries to reinvent their
products.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

13. Trend #3. A Healthier Planet Means a Healthier Me
Some Americans are already recognizing
surprising health benefits from sustainability
choices -- from better personal health and fewer
health problems, to improved fitness.
“We usually have the 6
year old on a bike or
scooter and the other kids
walk with us. It slows you
down and makes you
think.”
“Walking more and riding
bikes means we’re in better
shape than when we were
driving everywhere.”
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

14. Trend #4. Sorting it Out (recycling)
60% want to limit the amount of
garbage their household
produces.
And its rewarding for them to
see the results!
Look for opportunities for
your brand or business to
become a visible champion
of reclamation efforts
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

15. Trend #5. Cleaning Up (waste and pollution)
A company‟s commitments to reducing pollution and waste, and
protecting natural resources have the most influence on consumer
purchase decisions today.
87%
of Americans agree
that it does not
matter whether or
not you believe in
global warming,
reducing waste and
pollution is just
common sense.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

16. Trend #6. Consumers are Rethinking Purchases
Consumers are
starting to rethink
what they buy,
based on packaging
considerations.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

17. 8 EcoFocus Recommendations for a Changing Marketplace
1. Watch BPA’s, EA’s, other Packaging/Health Issues
2. Decode Recycling
3. Remember, Recent Innovations are Just a Prelude
4. Create an Environment on Package to Tell Your Story
5. Beware of Inconsistencies and Disconnects
6. Don’t Take It All Too Seriously
7. Remove Barriers to Change
8. Drive Packaging Innovations with Sustainability

18. #1. Watch BPA’s, EA’s, other Packaging/Health Issues
62% want to learn more
about BPA‟s.
41% consider BPA-free
labels important when
shopping.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

19. #2. Decode Recycling
Already, 61% try to buy packaging
that is recyclable.
86% of consumers recycle at
least sometimes
84% have seen recycling
codes on packaging
Only 1 in 4 are familiar with
what they mean; about 14%
consider the codes when
shopping
Manufacturers need to do a better job of
telling me how to recycle or dispose of
their packaging
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

20. #3. Remember, Recent Innovations are Just a Prelude
More than 2 in 3
consumers want to learn
more about plastics made
from soy and corn.
57% say it is extremely or
very important to use less
plastic. Stonyfield „s multipack, including the paper label
and PET lidding, is 81% plant-based material.
The SunChips® bag is 90%
plant-based and compostable.
Heinz is introducing
Coca Cola‟s plant-
based plastic bottle
technology using a
mixture of traditional
plastics and up to 30%
plant-based material.
Source: Websites, EcoFocus 2010 Trend Survey

21. #4. Create an Environment on Package to Tell Your Story
38% have changed what they buy due to the type or
amount of packaging.
“Has the little recycle symbol but I wouldn’t see it.”
“The things that are more valuable to know are very tiny”
Consumers in Chicago and Tampa
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop 18-65 years

22. #5. Beware of Inconsistencies and Disconnects
Consumers have a hard time reconciling a brand that
claims to be healthy or green with packaging that is not.
Cartons:
“The variety of materials used in the single serve
package – combined paper and foil, straw with a
wrapper…seems irresponsible, can you recycle
this? I don’t know.”
Bags:
“Packaging for the sake of it! It
serves no useful purpose.”
Source: EcoFocus 2010 Trend
Survey, Focus Groups
Del Monte Blog

23. #6. Don’t Take It All Too Seriously
For mainstream consumers, its about
having fun, being happy, and feeling
good.
“I like the package, it’s fun and cute, it talks
about sustainable and partnering.”
“They encourage you to recycle…”
“ Friendly company… giving back to the earth.”
“TerraCycle project info is kind of interesting…
tells me about what they do with these products
when they get it back”
“I like their slogan: REDUCE, REUSE,
REPURPOSE.”
Source: EcoFocus 2010 Trend Survey,
Focus Groups

24. #7. Remove Barriers to Change
1. Cost
“I wish I could buy environmentally friendly products more often,
but they are often not affordable” 68%
• Conventional is Less Expensive:
• Why does recycled / upcycled cost more than virgin?
• Why should I pay more for less packaging? For less waste?
• Why is organic more expensive if it doesn‟t use expensive chemicals?
2. Choices
“I wish I could buy environmentally friendly products more often,
but they are often not available” 47%
• Hard to Find: there are fewer choices, hard to recognize
• Performance: recyclable or compostable can be less functional
• Confusion: is a can better than a box?
3. Convenience
“Many sustainable or green solutions are not practical for my
lifestyle today” 29%
• Time Consuming: refills and bulk can take more time
• Its Not Easy: drop-off recycling is harder than curb-side pickup.
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC) or
84% of American adults ages 18-65 yrs

25. #8. Drive Packaging Innovation with Sustainability
There are clearly opportunities for the experts to step up with the
best-performing products and strong brand communications.
Source: Harvard Business Review

26. Get the EcoFocus Advantage
 Multi-Client and Custom Research
 Trend Survey Sponsorship & Brand Subscriptions
 Subject Expertise & Consultation
 New Reports
 Are You Ready For EcoAware Mom?
 Making Way for EcoAware Dad!
 New Presentations
 14 Wellness and Sustainability Trends to Watch
www.ecofocusworldwide.com

27. Thank You
Linda Gilbert
St Petersburg, Florida
+1-727-906-3319
linda@ecofocusworldwide.com
.
www.ecofocusworldwide.com