Consumer interest in convenience, health and well-being and sustainability driving developments in global beverage packaging industry, according to Rexam consumer packaging report
September 22, 2011
– Consumer interest in convenience, health and well-being and sustainability are the three megatrends driving developments in the global beverage packaging industry, according to the 2011/12 edition of Rexam plc’s consumer packaging report.
In the area of convenience, Rexam found new developments in designs for better grip, including contoured bottles and cans. Beverage packaging is also being offered in more shapes and sizes to accommodate varying needs and occasions and resealable closures are becoming more prevalent to accommodate life on the go. In the area of materials, plastic bottles have been the biggest beneficiary of the consumer preference for convenience and low cost, stealing share away from all other packaging materials, especially glass.
Aluminum has also benefited from consumer interest in convenience. Aluminum bottles have grown in popularity in part because they offer convenience in the form of resealability. Consumers also like the way they look, Rexam noted. The desire for convenience has enabled cans to make inroads into the wine market, Rexam found, as 55% of surveyed consumers liked the idea of canned wine for outdoor activities such as picnics.
Interest among consumers in health and well-being has also manifested in demand for packaging that helps with portion control and calorie counting. The industry has responded by developing beverage packaging in smaller sizes and single-serve pack sizes.
Finally, consumer interest in sustainability has moved the industry to intensify focus on making beverage containers lighter in weight and easier to recycle.
Outside of the three megatrends, Rexam noted other significant developments. Glass is starting to carve out a niche in premium products because consumers perceive glass as a natural, quality material. The strongest demand for glass packaging comes from the alcoholic beverages market, sustained by the long history between glass and alcohol. Glass packaging is also seeing opportunities from a growing interest in premium beers in Europe and North America.
Finally, significant trend in the beverage packaging industry unrelated to the megatrends is in labeling where inks and finishes are being developed to improve a can’s look and enhance product differentiation.