Consumer Goods Technology - July 2008 - (Page 8)

SPECIAL REPORT HOT BUTTON TOPICS AND TRENDS | BY ALARICE PADILLA LESS IS MORE C O N S U M E R G O O D S C O M PA N I E S R E D U C E PAC K AG I N G A N D G A I N S U S TA I N A B I L I T Y According to a recent study by DoubleClick Performics, “Sixty percent of online consumers consider environmental consciousness an important company trait.” Stuart Larkins, senior vice president of search at DoubleClick Performics, adds, “With so many consumers online researching and purchasing products, retailers should include relevant environmentally-conscious information throughout their paid and natural search campaigns, affiliate promotions, display ads and e-mail.” BuzzBack Market Research surveyed U.S. and UK consumers and found that 57 percent of U.S. consumers recycle glass, 57 percent purchase recycled products and another 55 percent purchase recycled paper. With all of this environmental buzz in the media, how can consumer goods companies take advantage of this trend? Packaging is the answer. USE LESS, RE-USE MORE Companies such as PepsiCo, Hewlett-Packard (HP), Coca-Cola, Nestlé Waters North America and Kraft Foods are lessening their impact on the Earth without altering their brand image. For example, Nestlé Waters North America gave Poland Spring’s half-liter bottle a new look, with 30 percent less plastic than the average half-liter plastic beverage container. Weighing 12.5 grams on average, the new Eco-Shape bottle is the lightest half-liter plastic beverage container on store shelves (as of 2007). CONSUMER GOODS TECHNOLOGY | J U LY 2 0 0 8 | Recently, PepsiCo introduced its lightest 500mL flavored non-carbonated beverage bottle yet. The company reduced the plastic in this bottle by 20 percent, which will eliminate approximately 20 million pounds of waste from the environment. Robert Lewis, vice president of worldwide beverage packaging and equipment development, PepsiCo, says, “After a full year of hard work from multiple corners of the company, we hit the trifecta — a bottle that satisfied the needs of our system, our consumers and the environment.” The new bottle will be launched through established trademarks of Lipton Iced Tea, Tropicana juice drinks, Aquafina FlavorSplash and Aquafina Alive, in 12-packs and 24packs. In addition to a 20 Coca-Cola’s Ultralight Bottle weighs 18 percent less than the previous design. percent reduction in the plastic resin, there will be a 10 percent reduction in the label size and a 5 percent reduction in the shrink wrap film used to wrap the multi-packs. In 2006, The Coca-Cola Company advanced in its sustainable efforts (known as e3) with a focus on improving efficiency, lifecycle effec8 W W W. C O N S U M E R G O O D S . C O M http://www.doubleclick.com http://www.buzzback.com http://www.nestle.com http://www.pepsico.com http://www.hp.com http://www.cocacola.com http://www.kraft.com http://WWW.CONSUMERGOODS.COM

Table of Contents Feed for the Digital Edition of Consumer Goods Technology - July 2008

Consumer Goods Technology - July 2008 Contents Edit Note Insights Special Report Catching Up With... Energy-Minded Efficiency Waste to Wonder Greater Good Natural Business Built to Last Setting Sustainable Goals Sustainability, Part 2 CGT Events Between the Lines

Consumer Goods Technology - July 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.