© 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 16

Identify Desirable Behaviors

© EcoFocus® Worldwide 2014 17

Take Down Barriers

© EcoFocus® Worldwide 2014 18

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, PA+1-727-906-3319linda@ecofocusworldwide.com

www.ecofocusworldwide.com