Why Are Tumbler Brands Rising While Tupperware Faces Closure?

The Rise of Tumbler Brands in the Marketing Landscape

In recent years, the tumbler market has seen a tremendous surge, with popular brands like Corkcicle, Hydroflask, Owala, SIGG, and the emerging ChakoLab and HoloHolo gaining widespread consumer attention.
 

Ironically, this boom in tumbler popularity comes as Tupperware, a household name for decades, struggles with declining sales and faces potential closure. So, why are these tumbler brands thriving while Tupperware is fading away?
 

Key Factors Behind the Success of Tumbler Brands

1. Sustainability and Consumer Values

The rising popularity of tumbler brands can largely be attributed to shifting consumer values, particularly among younger generations. A 2023 survey conducted by Deloitte revealed that:

• 64% of Gen Z
• 62% of Millennials

are willing to pay more for sustainable products. As eco-consciousness grows, more consumers are choosing reusable tumblers as a way to reduce single-use plastic waste, making sustainability a core part of their purchasing decisions.

Source: https://www.deloitte.com/global/en/issues/work/content/genz-millennialsurvey.html

You might wonder, isn’t Tupperware also promoting sustainability? After all, it has been known for reusable storage solutions.
 

Our Hypothesis:

While Tupperware's core product lineup is indeed aligned with sustainable practices, its key customer base—Gen X and Baby Boomers—may not be as focused on sustainability as younger generations. This generational gap has affected Tupperware’s ability to appeal to eco-conscious consumers, particularly as the buying power of these older demographics starts to decline.

Tumbler brands, on the other hand, have successfully captured the attention of Gen Z and Millennials, whose demand for sustainable, trendy products continues to shape market trends.

Images: Boomers and Gen-X Moms with Tupperware

Image source: http://iprice.co.id, http://kompas.com, http://hipwee.com

2. Emotional Marketing and Lifestyle Branding

Tumbler brands like Corkcicle, Hydroflask, and Stanley have excelled by going beyond product functionality. They have effectively turned their products into lifestyle symbols, positioning themselves as must-have accessories that resonate with consumers' identities and values.

For example:

• Stanley has become synonymous with a rugged, outdoor lifestyle.
• Corkcicle targets a stylish, creative audience.

These tumblers are more than just drink containers; they serve as status symbols, much like luxury fashion items, allowing consumers to showcase their taste and values.
 

Images: How Tumbler Brands Tap Into Audience’s Lifestyle and Fashion

Image Sources: https://www.instagram.com/stanley_brand/, https://www.instagram.com/locknlock_korea/,

https://www.instagram.com/tupperwareid/, https://www.instagram.com/corkcicle

What About Tupperware’s Marketing Approach?

Our Hypothesis:

Tupperware’s marketing strategy has largely focused on product features—durability, convenience, and practicality. However, it has missed the opportunity to tap into emotional connections and lifestyle branding, which are key drivers of consumer engagement today. As a result, Tupperware has failed to connect with younger consumers on a deeper, more personal level, contributing to its decline.
 

Images. Tupperware’s Social Media Key Visual

Image source: http://instagram.com/tupperware

Conclusion: What Can We Learn?

The success of tumbler brands lies in their ability to stay attuned to cultural trends, particularly sustainability and emotional branding. By understanding their audience's values and preferences, these brands have managed to build strong, loyal customer bases.