Growth in fragmentation
11 August 2015
Welcome to the summer edition of Beverage Packaging Innovation. The drinks industry continues to see growth across all sectors, and with the kind support of Canadean the following pages will explain not only what is motivating consumers but how brands can best engage with them via their packaging.
While there will be much more experienced analysis of the key consumer trends and most recent awards in packaging in the following pages, there is a lot going on, both locally and globally. In part this is being driven by the move from mass marketing and packaging of drinks to smaller runs and more convenient , engaging packaging that provides consumers with as wide a range of tastes as they desire. This is no longer and industry aligned with the Henry Ford’s quote “ you can have any colour you want as long as its black”. We are a global world, open to cultures and tastes from around the world, whether it is super fruits from Brazil or Indonesia , gluten free beers or ciders or alternative dairy drinks from soy, cashews or almonds or protein or functional drinks to help us work, rest and recover. In the centre of all of this is the package, that grabs our attention away from our phones in the supermarket aisles, that fits into our fridge or into our pockets so we can take it with us on our daily journey.
I had a very interesting discussion with the new product development head of an energy drink company when she mentioned the consumer insight around packaging and how she is constantly surprised by the innovative ways consumers use their products, and packaging is required to cover the full galaxy of diverse occasions and needs. Even in the small localized world of immediate friends and family , no two consumers are the same; whether they re use the same water bottle to go to the gym, decant their larger cold bottle from the fridge for the day, prefer warm beer or cold beer, drink tea in the morning or before they go to bed while they are buying the same brand, the packaging has to cover all these uses without loss of function, or protecting the quality of the product inside.
As individuals, how we drink will continue to be a personal choice, and the reasons behind our purchases might fall into a multitude of categories. Consumers will even continue to make impulse decisions if there is an emotional connection to a product. What will not change is that the can, bottle, carton or cup will have to enhance the use of the product, and be designed so that wherever and whenever a consumer chooses to have their drink there is a package designed to ensure the occasion is enjoyed, without spilling, loss of quality or any cause to marr the moment.
This publication has been created in association with Canadean, as well as packaging executives across the drinks industry, and their invaluable help is much appreciated. There is information both about the end market to provide insight into where the big opportunities will come from as well as examples of packaging innovation throughout.
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