White Paper
Addressing Consumers’
Demand for Convenience
Data Shows Convenience a
Key Consumer Concern
Recent studies of consumer preferences
regarding meals, food preparation and grocery
shopping reveal a consumer audience almost
universally seeking greater convenience.
Research such as the 2013 Power of Meat
Report shows that total meal preparation time is
becoming much more important to U.S. grocery
shoppers than ever before. Such data reflects
the response to a widespread time crunch
identified by studies including a recent USDA
Economic Research Service report that shows
full time working women spend no more than
40 minutes per day preparing food. Today’s onthe-go society, exacerbated by work, family and
additional daily commitments has turned meals
into an afterthought that must be squeezed into
the few remaining moments.
Clear demand for more convenient food options
means packaging that enhances consumer
convenience can no longer be overlooked by
processors and retailers. In fact, a number of
features once considered value-adds now are
considered price-of-entry expectations for
today’s grocery shoppers. The 2013 Power
of Meat Report indicates an increase in the
percentage of consumers seeking specific
convenience features incorporated into
packaging for certain meat and poultry items.
According to the Report, freezer-ready, preportioned and resealable packaging designs are
among the most requested by today’s meat and
poultry shoppers.
Information compiled by international research
firm Datamonitor supports these conclusions.
The organization’s recent report “Consumer and
Innovation Trends in Meat, Fish and Poultry”
provides global data indicating opportunities
for food manufacturers and retailers to develop
products that facilitate easy cooking of meat,
fish and poultry. The report also includes
research showing heightened consumer interest
in purchasing smaller, single-serving and
individually portioned packs that help retain
product freshness, a demand resulting from the
growth in single person households.
5-Year Trends in Consumer Meal Prep Methods
+11%
Under 20 Min.
Dishes
+10%
Roasts
+9%
Pasta
Casserole
Dishes
+7%
Outdoor
Grilling
+6%
Meal
Salads
+10%
One Pot
Meals
+7%
International
Foods
Compared toUse Use
5 Years AgoMoreLess
+7%
Meal
Solutions
Single-serving Products Proportional To Product Launches
International 18% 11%
2.06%
Under 20 min. 22% 11%
Meal solutions 22% 15%
One-pot meals 23% 13%
Outdoor grilling 13% 19%
Pasta/casseroles
25% 16%
2007
Roasts
13% 23%
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1.63%
1.54%
1.19%
0.59%
2008
2009
2010
Meat, fish, and poultry brands
are not tapped into the growing
need for single-serve products.
The graph shows single-serve
products as a proportion of the
total meat, fish, and poultry
launches from 2007 to 2011.
2011
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Convenience Features to
Reduce Time and Steps
As consumer demand for more convenient food
packaging has increased, packaging providers
have developed innovations to help processors
and retailers serve these customer needs.
Many of these consumer-facing convenience
packaging features fall into one or more of the
following categories:
Time/Step Saving
Packages that reduce time spent preparing,
cooking and/or cleaning up or eliminate one
or more steps during food preparation. For
example, microwaveable or ovenable materials
and containers that enable consumers and staff
to marinate products in the package.
Sealed Air’s Food Care Division, whose
Cryovac® food packaging brand is a leader
in the development and implementation of
convenience packaging features, recently
commissioned a series of studies designed
to provide highly specific insights into
consumers’ attitudes towards existing
convenience packaging features. The results
highlight opportunities for food processors and
food retailers to capitalize on the deepening
consumer preference for foods packaged with
convenience in mind. This information can
help processors and retailers make strategic
decisions about what features influence
consumer purchase.
Consumers Expect Recloseability
Simplified Use
Easing one or more processes throughout
preparation and clean-up. Examples include
packaging with easy-opening features that
remove the need to use knives or other sharp
objects to open food products and reclosable
packaging that enables easier portioning and
reduces wasted ingredients.
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Consumers Ready for
Oven-ready Packaging
Third party research shows ovenable packaging
to be among the most popular formats with
today’s consumer. After reading a brief
description and seeing images of beef, chicken,
fish and pork products placed in conventional
home ovens, 80 percent of survey respondents
were interested in using ovenable packaging
materials in the home. These numbers include
43 percent of respondents expressing
Consumers surveyed demonstrated strong recognition of the
convenience benefits associated with ovenable packaging.
“definite interest” and 37 percent indicating
they are “somewhat interested” in using such
materials for meal preparation. Among those
respondents identifying themselves as primary
shopper and primary cook in their household,
interest is even higher, with 82 percent
saying they are “interested” in utilizing
ovenable packaging.
Further evidence of consumers’ lack of time
or interest in cooking was provided when just
seven percent of the total sample stated a
preference for “cooking/seasoning myself.”
Interest in Using Oven Ease®
43%
Definitely
Interested
11%
Probably
Not
80%
Interested
6%
Definitely
Not
The most effective features and benefits for
motivating interest in ovenable packaging is the
elimination of messy preparation and clean-up.
“Package eliminates messy prep & cleanup”
was cited by 82 percent of respondents,
underscoring that consumers are seeking
convenience beyond meal preparation.
Consumer interest in using
Oven Ease® is very high,
based on reading a brief
description and seeing
images of beef, chicken,
fish, and pork products
placed in conventional
home ovens
37%
Probably
Interested
3%
Not Sure
Change in Usage Interest for Oven Ease
82%
Consumers surveyed demonstrated strong
recognition of the convenience benefits associated
with ovenable packaging.
29%
Package Eliminates Messy Prep & Cleanup
29%
Saves Preparation Time
53%
78%
49%
78%
46%
32%
78% 44%
34%
Main Reasons for Interest in Using Oven Ease
Easy prep/cooking
38%
Convenient/saves work/time
26%
Totaling 84%
Convenience Benefit
Though expressed
in differing ways,
consumers clearly
understood the inherent
convenience in using
Oven Ease packages.
Beyond convenience
alone, consumers are
expecting good product
taste and consistency.
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Tasty, consistent results
18%
10%
Like trying new things
9%
Less mess/easy cleanup
8%
76% 44%
32%
76% 43%
33%
Package Will Not Break or Melt
Excellent, Consistent Cooking Results
Satisfaction Guaranteed
Nothing is Absorbed by Food
74%
43%
31%
Packaging is Safe
74%
43%
31%
Cooking Can be Unattended
Enjoy baked foods like these
6%
Sounds good (general)
6%
Products are fully-prepared
5%
Much More
Interested
Somewhat More
Interested
Consumers express higher interest in using Oven Ease after
hearing a variety of statements about its features and benefits
Good to store/for meals at home
4%
Would enjoy cooking it
4%
Increases variety
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Consumers Marinate on
Pre-marinated Products
Research also shows a strong demand for
packaging that delivers convenient options
for marinating meat and poultry products. In a
nationally representative sample of 402 adults,
82 percent report the use of marinade in an
average year.
Usage of Marinades in Average Year
68%
70%
49%
Premarinated
Homemade
Marinades
Bottled
Marinades
Overall, 82% of
consumers report
usage of any type
of marinade in an
average year, with
homemade and
bottled marinades
used most often
(68% and 70%
respectively)
Pre-marinated protein usage is less common, with
less than 50 percent of respondents saying they use
such products in an average year. The most common
concern regarding pre-marinated meats is the
perception that products become over-marinated.
Research commissioned by Sealed Air’s Cryovac®
food packaging brand and conducted by third-party
research firm Core Insights indicates greater
willingness to use products packaged with marinade
and protein if contained in separate compartments
of the same package. Consumers’ “definite interest”
in using such a product within the next month is five
percent greater than “definite interest” in using any
other type of pre-marinated beef, chicken, turkey,
pork, beef or lamb.
Interest in Using Pre-marinated Entrées
30%
Definitely
Interested
16%
Probably
Not
11%
Definitely
Not
68%
Interested
38%
Probably
Interested
.05%
Not Sure
Interest in Using Marinade on Demand®
35%
Definitely
Interested
15%
Probably
Not
11%
Definitely
Not
.02%
Not Sure
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Interest in using any
type of pre-marinated
beef, chicken, turkey,
pork or lamb product
within the next month
is fairly high
73%
Interested
38%
Probably
Interested
Within the total sample,
positive usage interest
in MOD is very high,
expressed among 73%
of the consumers overall
– and 77% of consumers
using marinades at
home, in any form
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Consumers’ Interest in
Pre-marinated Products
Ease-of-use is the driving factor behind trial and
usage of the marinade package and product,
with 41 percent citing “Easy/simple” as the
primary reason for interest. “Convenient/quick/
saves work/time” was the second most popular
factor, with 29 percent of those interested citing
this reason. “Ease of clean-up and reduction
of mess” was another critical factor; of note,
“control of marinating time/flavor intensity” also
was considered most important by 12 percent of
respondents “interested” or “definitely interested”
in using the unique marinade package and
product. By meat type, chicken (73 percent),
beef (69 percent) and pork (64 percent) show
the strongest consumer interest related to this
packaging format.
Going beyond preparation and clean-up, easy
storing of product also tracked as a key benefit
with consumers. A total of 74 percent of survey
respondents were more interested in using the
marinade package after learning the package
also was freezer ready, with 48 percent “much
more interested.” By far, the strongest message
impacting consumer convenience for the unique
marinade package was the level of control it
gives consumers, with two-thirds (66 percent)
indicating greater interest in the packaging
format when they learned of the enhanced ability
to control marinade time.
Main Reasons for Interest in Marinade on Demand®
41%
Easy/simple
29%
Convenient/quick/saves work/time
Tasty, expect good flavor
14%
Less mess/easy clean-up
12%
Control of marinating time/flavor intensity
12%
Sounds good (general)
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9%
Like trying something new
7%
Replaces bottled marinades/all-in-one package
7%
Good to have on hand; for “go to” meals
The straightforward but meaningful
benefits of ease and convenience are the
main drivers of purchasing and usage
interest in MOD – and “less mess/easy
cleanup” also generates interest
5%
Two additional, important benefits
that can be touted in future packaging,
merchandising, and promotions of MOD
are the promise of good product flavor
and control of marinating time
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Simplify Your Way into
Consumers’ Carts
“I like this sort of single package because it
offers control, right? This is all you have to eat.
You don’t have any more or any less and you
can throw it in your lunch bag.”
- Amelia, focus group participant
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Sacrificing Freshness a Non-Starter
While convenience continues to gain importance
in terms of consumer behavior, freshness remains
a key consideration – and is not viewed by today’s
audience as at all expendable for increased
convenience. Additionally, preference for packaging
that removes air after each opening demonstrates
increased consumer knowledge about the
relationship between oxygen and product freshness.
Consumers continue to demonstrate preference
for products that offer simplified usage, storage
and portioning while maintaining freshness.
The intersection of today’s necessary features
perhaps is most evident in the deli. Recent
research into consumer attitudes toward deli and
luncheon meat packaging shows features such as
reclosability, easier access and handling, storability
and pre-portioning among the consumer features
most in demand. However, consumers want
these conveniences incorporated without
sacrificing freshness.
On-the-go lives mean consumers seek products
portioned and storable for the versatile situations
they encounter on a daily basis. Busy individuals
interviewed in qualitative research indicate the need
for pre-portioned product that reassures them they
are consuming the correct amount when they eat
on-the-run. Consumers want products that can be
stored in multiple places, while also being easy to
locate in the fridge. Opportunities to buy in bulk and
easily separate into smaller units, and to re-use
packaging for a second purpose, also show strong
consumer interest.
In qualitative research commissioned by
Sealed Air, consumers cited concerns with
packaging designs’ impact on freshness, such
as children who can’t/don’t close deli packages
correctly. They expressed the need for reclosable
features that help maintain product freshness,
are reliable and need no instructions for adequate
resealing. Consumers also indicated interest in
additional features beyond existing reclosability
technology, including sound or sight cues that
signal the product is sealed to maintain freshness.
Consumers are demonstrating a greater awareness “I think it lasts longer if I’m not exposing all of the
of food safety and proper food handling practices
product to the air each time I remove a slice.”
and incorporating this thinking into their convenience
– Vincent, focus group participant
packaging preferences. There is recognition that
minimized handling is advantageous from a safety
“Once you cut the vacuum pack you have to take
standpoint, and as a result demand is increasing
it out and repackage it because it gets air in it.”
for packaging that minimizes handling once
purchased and ready to use. Features that make
– Georgann and Bob, focus group participants
product access easier for adults, children and the
increasing population of senior consumers are of
“I prefer to purchase resealable packages so
greater importance. A number of consumers have
that I don’t have to repackage myself.”
expressed interest in features that enable access
only to the amount of product needed at the time of
– Diane, focus group participant
usage, limiting exposure for the remaining product to
potential contaminants.
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Convenience Now Necessary,
Likely More So in the Future
Key Sources/Methodology
Consumer Convenience Transforms
to Consumer Necessity
Consumer lifestyles are busy, a fact likely to
become more pronounced over time. Mindsets
have become wired to expect convenience
features as the norm, with technology making
almost every facet of life available in the palm
of the hand or the touch of a button. Food
processors and retailers have been wise
to incorporate convenience features into
packaging for fresh meat and poultry products
for several decades. In the current environment,
however, features that once might have been
considered differentiators worthy of price
premiums are now considered necessary
for consumer purchase consideration.
2013 Power of Meat Report
The 2013 Power of Meat Report, conducted by
210 Analytics, was commissioned jointly by the
American Meat Institute (AMI) and the Food
Marketing Institute (FMI) with sponsorship by
Sealed Air’s Cryovac® food packaging brand.
The study included a sample size of 1,425
respondents selected to ensure representation
mirrors the U.S. population. Respondents took
an online, self-administered survey via webassisted interview software in December 2012.
Next generation packaging must
incorporate more – more freshness, more
simplification and more added-value, while
reducing time and steps necessary for meal
preparation and clean-up. Consumers want
easier access, simplified cooking and cleanup and easier and more secure re-closure, all
while demanding improved product freshness
and safety. This indicates a future where
processors, retailers and packaging providers
closely collaborate to create packaging
that continues to provide value and remove
guesswork from the consumer experience.
ALL OF THE FOLLOWING SOURCES ARE
AVAILABLE UPON REQUEST.
Datamonitor, Inc. report:
“Consumer and Innovation Trends
in Meat, Fish and Poultry”
Analysis from research firm Datamonitor,
applying the company’s proprietary
Mega-Trend framework to the meat, fish
and poultry category.
Oven Ease® Package Messaging and
Consumer Acceptance Survey
May 2013 report commissioned by Sealed
Air’s Cryovac® food packaging brand to gauge
consumer interest in ovenable packaging;
survey of nationally representative sample
of 405 adults age 18 and older conducted by
research firm Core Insights.
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Luncheon
Meat Portfolio
Research Project
2012 qualitative research conducted by Sealed
Air research team; consumer interviews with
16 consumers from a cross section of U.S.
regions, identified as primary grocery shopper
from household who purchases deli meat at
least once per week.
Marinade on Demand® Packaging –
Consumer Acceptance &
Package Messaging
A July 2013 report commissioned by
Sealed Air’s Cryovac® food packaging brand
to gauge consumer interest in packaging that
promotes convenient marination for meat
and poultry products; survey of nationally
representative sample of 402 adults age
18 and older conducted by research firm Core
Insights. Sample included 328 consumers
who use marinades and 74 saying they do not.
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Sealed Air’s Food Care Division
helps sustain healthy communities
by ensuring the safety and quality of
what people eat and drink by creating
sustainable innovative solutions.
These solutions provide measurable
business results to our business
partners through increased
shelf life, food safety, operational
efficiency and help in building
their brands. To learn more, visit
www.sealedair.com/foodcare.
©Reg. U.S. Pat. Off.
© Sealed Air Corporation 2014. All rights reserved.