Bridging the Gap
To Target Millennials and Hispanics
Presentation for Glass Packaging Institute, Nov 2014
Linda Gilbert, CEO & founder of EcoFocus Worldwide
© EcoFocus® Worldwide 2014
1
“Customers who were once regarded as a
niche marketing opportunity now
represent the majority of spending
growth in the United States.”
© EcoFocus® Worldwide 2014
2
A growing Hispanic market
offers 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
3
Hispanics are not only growing faster –
they are younger
80%
18 to 45 years
50%
are Millennials
ages 21-35 years
© EcoFocus® Worldwide 2014
4
Many Hispanics have
young families, less education or income
Lower education
Live in larger
households
3.5 persons in HH
53% less than
college grad
vs. 2.8 GPOP
Parents
72% more likely to have
children vs. GPOP
Less income
71% less than
42%
$75K
Live in state with return
deposit for glass
© EcoFocus® Worldwide 2014
5
Hispanics shop with
health & environment in mind
10% more likely than GPOP
to always or usually take
health or environmental reasons
into consideration when
choosing what to buy.
© EcoFocus® Worldwide 2014
6
The Hispanic Target – a snapshot
Eco-Attitudes
Eco-Practices
• Highly concerned about climate change, landfills,
family economic security
• Taking actions that save money: turn off water,
unplug, shopping bags, refill containers at store
• Optimistic about the impact of their efforts
• Are a source of information for friends and family
• Connect better health with eco-friendly lifestyles
• Seek out Info on packages and the internet
• Want to set example of eco-friendly behavior for
family
• Willing to change brands for more eco-friendly
choice; somewhat willing to pay more
Eco-Healthy Choices
Eco-Packaging
• Changing what they buy to reduce exposure to
chemicals from packaging
• Making changes due to type or amount of
packaging
• High safety concerns about microwaveable
plastic packaging; average on BPA
• Recyclable and Renewable matter; most likely
segment to look for and use Refillable
• Health and environmental impact of packaging
does influence purchase choice
• Company commitment to recyclable or renewable
packaging is a significant purchase influence
• Have some uncertainty or confusion about glass
• Prefer glass bottle for water and beer
© EcoFocus® Worldwide 2014
7
Glass has eco-friendly credentials
across categories, among Hispanics and GPOP
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
© EcoFocus® Worldwide 2014
8
Hispanics are using
less glass in favor of cans and plastic
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
© EcoFocus® Worldwide 2014
9
When buying wine, Hispanics are more likely to have
a disposition for returnable
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
© EcoFocus® Worldwide 2014
10
Hispanics show some
uncertainty or confusion about glass
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
© EcoFocus® Worldwide 2014
11
Like other Americans, about one in five
Hispanic shoppers “don’t know”
if glass is the most eco-friendly packaging
Hispanic
Index to
GPOP
Don’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 ecofriendly package when buying wine (22%)
91
© EcoFocus® Worldwide 2014
12
The Millennial Target – a snapshot
Eco-Attitudes
Eco-Practices
• High concerns about climate change, landfills,
loss of natural resources
• Least likely generation to act on beliefs about
recycling, energy
• Connect better health and QOL with eco-friendly
lifestyles
• Willing to boycott companies for less responsible
environmental or social practices
• Have good intentions, see value in eco-friendly
choices
• Willing to pay more for healthier and eco-friendly
products
• Optimistic about the impact of their efforts
• 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
© EcoFocus® Worldwide 2014
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
13
A Key Population to Better Understand Is
Younger Hispanics
19% of Millennials are Hispanic, vs. 14% GPOP
© EcoFocus® Worldwide 2014
14
How do we
leverage consumer insights to
 Identify Desirable Behavior
 Take Down Barriers
 Bridge Opportunity Gaps
© EcoFocus® Worldwide 2014
15
Identify Desirable Behaviors
© EcoFocus® Worldwide 2014
16
Take Down Barriers
© EcoFocus® Worldwide 2014
17
Bridge Opportunity Gaps
© EcoFocus® Worldwide 2014
18
Opportunity: Confidence
I would recycle more often if I knew that
what I put into my bin is reliably recycled
70
61% Hispanic
60
50
40
By Age Group
30
Average
20
10
0
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
© EcoFocus® Worldwide 2014
19
Opportunity: Convenience
Convenience is a major priority for me when it comes to packaging
70
60
56% Hispanic
50
40
By Age Group
30
Average
20
10
0
By Age Group
Average
© EcoFocus® Worldwide 2014
21-35
36-45
46-55
55-65
61
52.8
45.5
47.5
53.2
53.2
53.2
53.2
20
Opportunity: Savings
I really only make eco-friendly choices that save me money
60
50
49% Hispanic
40
30
By Age Group
Average
20
10
0
21-35
36-45
46-55
55-65
By Age Group
50.7
43.5
38.6
31.9
Average
43.0
43.0
43.0
43.0
© EcoFocus® Worldwide 2014
21
Opportunity: Easy
It takes too much effort to sort household trash into recycle bins
40
35
34% Hispanic
30
25
By Age Group
20
Average
15
10
5
0
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
© EcoFocus® Worldwide 2014
22
Leverage EcoFocus Consumer Insights to:
 Identify Desirable Behaviors
 Take Down Barriers
 Bridge Opportunity Gaps
© EcoFocus® Worldwide 2014
23
Thank You!!
For More Information, Contact:
Linda Gilbert
Founder and CEO, EcoFocus Worldwide
Founder and former President, HealthFocus International
EcoFocus Worldwide, LLC
3041 Shenck Road
Manheim, PA
+1-727-906-3319
linda@ecofocusworldwide.com
www.ecofocusworldwide.com
© EcoFocus® Worldwide 2014
24