© ecofocus ® worldwide 20141 bridging the gap to target millennials and hispanics presentation for...
TRANSCRIPT
© EcoFocus® Worldwide 2014 1
Bridging the GapTo Target Millennials and Hispanics
Presentation for Glass Packaging Institute, Nov 2014
Linda Gilbert, CEO & founder of EcoFocus Worldwide
© EcoFocus® Worldwide 2014 2
“Customers who were once regarded
as a
niche marketing opportunity now
represent the majority of spending
growth in the United States.”
© EcoFocus® Worldwide 2014 3
A growing Hispanic marketoffers opportunities for glass
Expenditures by Hispanic food
shoppers are forecasted to reach $86 billion in 2018
Cumulative growth > 28%
Compound annual growth rate (CAGR) > 5%
Source: Packaged Facts, Oct.15.2014
© EcoFocus® Worldwide 2014 4
Hispanics are not only growing faster –
they are younger
80% 18 to 45 years
50% are Millennials
ages 21-35 years
© EcoFocus® Worldwide 2014 5
Lower education
53% less than
college grad
Many Hispanics have
young families, less education or income
Live in larger households3.5 persons in HH
vs. 2.8 GPOP
Less income71% less than
$75K
Parents72% more likely to have
children vs. GPOP 42% Live in state with return deposit for
glass
© EcoFocus® Worldwide 2014 6
Hispanics shop with
health & environment in mind
10% more likely than GPOP to always or usually take
health or environmental reasonsinto consideration when
choosing what to buy.
© EcoFocus® Worldwide 2014 7
Eco-Attitudes
• Highly concerned about climate change, landfills, family economic security
• Optimistic about the impact of their efforts
• Connect better health with eco-friendly lifestyles
• Want to set example of eco-friendly behavior for family
Eco-Practices
• Taking actions that save money: turn off water, unplug, shopping bags, refill containers at store
• Are a source of information for friends and family
• Seek out Info on packages and the internet
• Willing to change brands for more eco-friendly choice; somewhat willing to pay more
Eco-Healthy Choices
• Changing what they buy to reduce exposure to chemicals from packaging
• High safety concerns about microwaveable plastic packaging; average on BPA
• Health and environmental impact of packaging does influence purchase choice
• Have some uncertainty or confusion about glass
Eco-Packaging
• Making changes due to type or amount of packaging
• Recyclable and Renewable matter; most likely segment to look for and use Refillable
• Company commitment to recyclable or renewable packaging is a significant purchase influence
• Prefer glass bottle for water and beer
The Hispanic Target – a snapshot
© EcoFocus® Worldwide 2014 8
Hispanic Index to
GPOP
Glass is most eco-friendly package for milk (22%) 105
Glass is most eco-friendly package for tomato sauce (45%) 82
Glass is most eco-friendly package for soup (37%) 94
Recyclable glass bottle is most eco-friendly package for wine (40%)
97
Returnable glass bottle is most eco-friendly package for wine (27%)
105
Glass has eco-friendly credentials across categories, among Hispanics and GPOP
© EcoFocus® Worldwide 2014 9
Hispanic Index to
GPOP
Using foods and beverages in glass containers more often 100
Using foods and beverages in glass containers less often 128
Using beverages packaged in single serve plastic bottles more often
126
Using foods and beverages in cans more often 120
Hispanics are using
less glass in favor of cans and plastic
© EcoFocus® Worldwide 2014 10
Hispanic Index to
GPOP
Prefer returnable glass bottle when buying wine (15%) 113
Prefer recyclable glass bottle when buying wine (55%) 97
Returnable glass bottle is most eco-friendly package for wine (27%)
105
Recyclable glass bottle is most eco-friendly package for wine (40%)
97
When buying wine, Hispanics are more likely to have
a disposition for returnable
© EcoFocus® Worldwide 2014 11
Hispanic Index to
GPOP
Glass beverage packaging has a positive impact on health (58%)
111
Glass beverage packaging has a positive impact on environment (80%)
104
Glass beverage packaging has a negative impact on health (10%)
150
Glass beverage packaging has a negative impact on environment (13%)
124
Glass is 100% recyclable and can be recycled endlessly without loss in quality or purity (60%)
93
Hispanics show some
uncertainty or confusion about glass
© EcoFocus® Worldwide 2014 12
Hispanic Index to
GPOPDon’t recycle because don’t know if glass is recyclable where I live (24% of those who sometimes, rarely, never recycle glass)
109
Don’t know if glass, carton, or plastic is most eco-friendly package when buying milk (9%)
118
Don’t know if glass, can, or plastic is most eco-friendly package when buying tomato sauce (20%)
97
Don’t know if glass, can, or plastic is most eco-friendly package when buying soup (22%)
95
Don’t know if recyclable bottle, returnable bottle, or bag-in-box is most eco-friendly package when buying wine (22%)
91
Like other Americans, about one in five
Hispanic shoppers “don’t know” if glass is the most eco-friendly packaging
© EcoFocus® Worldwide 2014 13
Eco-Attitudes
• High concerns about climate change, landfills, loss of natural resources
• Connect better health and QOL with eco-friendly lifestyles
• Have good intentions, see value in eco-friendly choices
• Optimistic about the impact of their efforts
Eco-Practices
• Least likely generation to act on beliefs about recycling, energy
• Willing to boycott companies for less responsible environmental or social practices
• Willing to pay more for healthier and eco-friendly products
• Shop on-line instead of going to a store
Eco-Healthy Choices
• Changing what they buy to reduce exposure to chemicals from packaging
• High safety concerns about plastic food and beverage packaging, BPA, microwaveable plastic packaging, phthalates
• Health and environmental impact of packaging does influence product choice
Eco-Packaging
• Making changes due to type/amount of packaging
• Actively seeking renewable packaging, beverage packaging that uses less plastic
• Least likely to recognize that glass is renewable
• Most likely to be using foods and beverages packaged in glass more often
The Millennial Target – a snapshot
© EcoFocus® Worldwide 2014 14
A Key Population to Better Understand Is
Younger Hispanics
19% of Millennials are Hispanic, vs. 14% GPOP
© EcoFocus® Worldwide 2014 15
How do we
leverage consumer insights to
Identify Desirable Behavior
Take Down Barriers
Bridge Opportunity Gaps
© EcoFocus® Worldwide 2014 19
21-35 36-45 46-55 55-65
By Age Group 61.7 55.7 45.9 45.2
Average 53.7 53.7 53.7 53.7
5
15
25
35
45
55
65
I would recycle more often if I knew that what I put into my bin is reliably recycled
By Age GroupAverage
Opportunity: Confidence
Hispanic61%
© EcoFocus® Worldwide 2014 20
21-35 36-45 46-55 55-65
By Age Group 61 52.8 45.5 47.5
Average 53.2 53.2 53.2 53.2
5
15
25
35
45
55
65
Convenience is a major priority for me when it comes to packaging
By Age GroupAverage
Opportunity: Convenience
Hispanic56%
© EcoFocus® Worldwide 2014 21
21-35 36-45 46-55 55-65
By Age Group 50.7 43.5 38.6 31.9
Average 43 43 43 43
5
15
25
35
45
55
I really only make eco-friendly choices that save me money
By Age GroupAverage
Opportunity: Savings
Hispanic49%
© EcoFocus® Worldwide 2014 22
21-35 36-45 46-55 55-65
By Age Group 34.8 25.1 19.7 13.6
Average 25.4 25.4 25.4 25.4
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
It takes too much effort to sort household trash into recycle bins
By Age GroupAverage
Opportunity: Easy
Hispanic34%
© EcoFocus® Worldwide 2014 23
Leverage EcoFocus Consumer Insights to:
Identify Desirable Behaviors
Take Down Barriers
Bridge Opportunity Gaps
© EcoFocus® Worldwide 2014 24
Thank You!!For More Information, Contact:
Linda GilbertFounder and CEO, EcoFocus WorldwideFounder and former President, HealthFocus International
EcoFocus Worldwide, LLC3041 Shenck RoadManheim, [email protected]
www.ecofocusworldwide.com