Packaged Beverages: Package preference & purchase drivers

Individual sections of this full July 2009 report Packaged beverages: Package preference and purchase drivers, are also available for purchase.

This report is valuable for beverage companies and packaging and material suppliers to the beverage companies. The insights in this report help provide an understanding of current consumer purchasing behavior as well as providing some useful insight into future changes in purchase behavior. This information will help in understanding the current dynamics of the beverage business, supporting strategic planning and forecasting, and informing packaging innovation efforts.

The report was developed and fielded by Concept Catalysts and iModerate Research Technologies in January 2009. Data analysis and report preparation was completed in Q1/Q2 2009. Total page length is 217. The report includes the following categories: beer, carbonated soft drinks (CSDs), bottled water, sports drinks, ready to drink (RTD) tea, energy drinks, enhanced water (e.g., VitaminWater), juice and juice beverages, and cross-category results.

Methodology: Data for the study were collected via multistage online surveys. Stage 1 was an online quantitative survey to determine category consumer demographics (sample size N=1000). Stage 2 was a mixed methods quantitative/qualitative survey with 180 interactive qualitative chat sessions (facilitated by online moderators) to probe more deeply about consumer preferences on drinking, purchasing, and packaging. The sample size for Stage 2 was N=3402.

Results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings. Results are segmented by heavy, medium and light drinkers of beverages.

The report includes general themes including:

  • what consumers are drinking today
  • why consumers have changed their beverage consumption habits
  • how the economy has impacted purchase and consumption behaviors
  • how health issues have impacted purchase and consumption behaviors
  • the impact of environmental concerns on purchases
  • consumer perceptions of beverage ingredients and sweeteners
  • consumer perceptions about beverage packages (primary and secondary)
  • consumer recycling habits

The beer section of the report includes additional results specifically regarding beer drinkers (sample size N=392). The beer section report is 43 pages long.

Beer section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings. Results are reported by heavy, medium and light drinkers of beer.

The beer section of the report includes:  

  • consumer brand preferences and loyalty
  • beer drinkers' multi-pack purchase habits
  • how the economy has impacted purchase and consumption behaviors
  • beer drinkers' package preferences
  • drinkers' likes and dislikes about glass bottles
  • drinkers' likes and dislikes about cans
  • bottle vs. can occasion relevance
  • the disconnect between package preference and purchases and the reasons why
  • drinkers' likes and dislikes about secondary packaging
  • drinkers' perceptions about secondary packages

The carbonated soft drink (CSD) section of the report contains results specifically regarding CSD drinkers (sample size N=827). This CSD section report is 36 pages long.

CSD section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The CSD section of the report includes:  

  • consumers' need states and CSD consumption occasions
  • CSD consumers' packaged beverage vs. fountain preferences
  • drivers of CSD brand switching
  • the impact of the economy on CSD purchase and consumption
  • the impact of health issues on CSD purchase and consumption
  • CSD consumers' package preferences
  • CSD consumers' package preferences for immediate consumption
  • CSD consumers' likes and dislikes about primary packaging
  • CSD consumers' likes and dislikes about secondary packaging
  • CSD consumers' perceptions about beverage sweeteners
  • CSD consumers' perceptions about changing pack formats

The bottled water section of the report contains results specifically regarding bottled water drinkers (sample size N=409). This bottled water section report is 18 pages long.

Bottled water section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The bottled water section of the report includes:  

  • consumer need states
  • bottled water drinkers' consumpution drivers
  • drinkers' preferences in comparison to filtered and/or tap water
  • drinkers' consumption locations
  • drinkers' beliefs about bottled water in comparison to tap water
  • changing drinker demographics
  • what bottled water drinkers drink when they don't drink bottled water
  • the influence of price and loyalty on purchase behavior
  • how the economy has impacted purchase and consumption behaviors
  • environmental issues as perceived by the consumer
  • consumers level of satisfaction with primary and secondary packaging

The energy drinks section of the report contains results specifically regarding energy drink drinkers (sample size N=397). This energy drinks section report is 23 pages long.

Energy drink section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The energy drink section of the report includes:  

  • consumer consumption occasions
  • drinkers' substitution choices when energy drinks are not available
  • growth potential of hot and cold coffee drinks
  • key drivers of energy drink purchases
  • brand loyalty
  • how the economy has impacted purchase and consumption behaviors
  • energy drink drinkers' likes and dislikes about primary packaging
  • energy drink drinkers' likes and dislikes about secondary packaging
  • energy shot trial rates
  • caffeine and sleep issues reported by energy drinkers

The enhanced water (e.g., VitaminWater) section of the report contains results specifically regarding enhanced water drinkers (sample size N=387). This enhanced water section of the report is 16 pages long.

Enhanced water section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The enhanced water section of the report includes:  

  • enhanced water drinker need states
  • enhanced water drinker consumption occasions
  • perception of beverage "healthiness"
  • substitution drinks
  • key drivers of enhanced water purchases
  • brand loyalty
  • how the economy has impacted purchase and consumption behaviors
  • enhanced water drinkers' likes and dislikes about primary packaging
  • enhanced water drinkers' likes and dislikes about secondary packaging

The juice/juice drink section of the report contains results specifically regarding enhanced juice/juice drink drinkers (sample size N=408). This juice/juice drink section report is 19 pages long.

Juice/juice drink section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The juice/juice drink section of the report includes:

  • juice/juice drink drinker consumption occasions
  • drinks used as replacements when juice and juice drinks are not available
  • key drivers of juice/juice drink purchases
  • brand loyalty and impact of store brands
  • how the economy has impacted purchase and consumption behaviors
  • juice/juice drink purchase behaviors
  • juice/juice drink drinkers' likes and dislikes about primary packaging
  • juice/juice drink drinkers' likes and dislikes about secondary packaging

The ready to drink (RTD) tea section of the report contains results specifically regarding RTD tea drinkers (sample size N=398). This RTD tea section report is 25 pages long.

RTD tea section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The RTD tea section of the report includes: 

  • consumer consumption occasions by package
  • RTD tea drinkers' brand and package preferences
  • RTD tea drinkers awareness of preservatives in their tea
  • trial information on Lipton green tea 12-packs
  • brand loyalty
  • impact of price on purchase and consumption behaviors
  • how the economy has impacted purchase and consumption behaviors
  • RTD tea drinkers' likes and dislikes about primary packaging
  • RTD tea drinkers' likes and dislikes about secondary packaging

The sports drinks section of the report contains results specifically regarding sports drink drinkers (sample size N=397). This sports drink section report is 15 pages long.

Sports drink section results include demographics, statistical charts, summary tables, qualitative respondent comments and key findings.

The sports drink section of the report includes:

  • consumer consumption occasions
  • drinkers' perceptions of the product compared to carbonated soft drinks
  • sports drink drinkers' loyalty to brands
  • impact of price on purchase and consumption behaviors
  • how the economy has impacted purchase and consumption behaviors
  • sports drink drinkers' likes and dislikes about primary packaging
  • sports drink drinkers' likes and dislikes about secondary packaging
  • sports drink drinkers' perceptions about secondary packages
  • trial rates of G2 and Gatorade powder sticks
  • sports drink drinkers' opinions on calories and flavors

This report is available for immediate download as a pdf file upon purchase.

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Packaged Beverages: Package preference and purchase drivers
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