What factors do beverage packers need to consider?
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Intense market competition, the emergence of new products, and a saturated retail market have made many companies' margins more and more insecure. Under this circumstance, how can manufacturers of juice, drinking water, beer, red wine and refreshing beverages increase the sales volume of their products, and they can attract a large number of new customers while satisfying the old customers?
If a beverage manufacturer cannot develop a new product in time, the only way to succeed is to innovate the packaging.
According to a consumer goods survey report, today's consumer goods companies make a big fuss about product packaging, and constantly increase the shelf appeal of products to stimulate consumers' desire to buy. And the number of such products accounts for half of the grocery store. With the changes in consumer buying habits and market trends, managers of the beverage industry have to update their old market concepts. Just like other consumer goods markets, they see beverage packaging as important as the beverage itself, and even some people have suggested The view of "seeing products from packaging".
Convenience for the future
The design and selection of product packaging is quite painstaking. A joint survey by Consumer Network and US market research firm Harris Interactive in 2004 showed that consumers generally favor beverage products that are easy to drink and easy to store. The diversity of packaging functions has also greatly stimulated the growth of product sales. The survey also found that half of the package adjustments for the product were determined by the store itself, and the package-modified products appeared on the consumer's shopping list very frequently. Consumers are increasingly favoring packaging products that are time-saving, clean, and able to bring maximum convenience to their lives.
Momingstar Food has redesigned the packaging of its product InternationaDellzht coffee mate, which is more user-friendly and brings great convenience to Java game enthusiasts. They can open the package with only one hand. You can enjoy the coffee while playing games. It is easy to carry, and the cap made of PP material has an opening valve, and the product will automatically open with a single touch. This has also brought a historic revolution to beverage packaging.包装 The packaging of Sports Beverage Elements of Snapple Beverage Group has also brought great convenience to its consumers. The extruded aluminum container is durable and resealable, and the package is highly shatterproof and safer than previous glass packaging.
Sometimes the seemingly minor changes can leave the most impressive impression on people. Dannon Foods has changed the handle of its 1 gallon natural mineral water bottle to a jagged shape that is more convenient for consumers to carry. Although the cost of such a handle is slightly higher, it is worth the money, because in today's chaotic world, any product that helps consumers carry it has a high sales value.
Quality products are transformed into small packages
Small packages and multiple pieces of packaging have gradually become fashionable. BaileysMinis, a well-known brand of Dlageo Beverage Company, satisfies consumers' desire for convenient and simple products. The 100ml multi-packaged Baileys Irish coffee takes advantage of consumers' desire to find a convenient life, ensuring that they do not change their original taste. In the case of the package was adjusted. The package is made of PET bottle and matched with the perfect heat shrink labeling technology. The product is sold in four bottles, and the packaging design is still the same as the traditional big bottle.
Consumers' desire for small packaged products and the successful promotion of multi-package products have even prompted Coca-Cola to try PET vials. In fact, the driving force behind Coca-Cola's future development is packaging innovation, not product updates. In an interview with the beverage industry in September 2004, Lauren Steele, vice president of administrative affairs at the Coca-Cola bottling company, said: “Consumers have a high voice for small bottles of cola, and the company is full of confidence in future packaging adjustments.”
The multi-pack of milk caused a lot of sensation in the development of the dairy industry. With the launch of Dean Foods's MilkChugs product in 1997, many packages began to extend to the field of scented milk and milk beverages. This small packaged product expands its sales channels and can be sold in vending machines and convenience stores. The packaging material selected is HDPE or PET.
For beverage manufacturers, this 20-ounce bottle does expand their sales channels.
The main consumer group of BaileysMinis products is women between the ages of 25 and 35. The “small packaging revolution” has spread to consumer groups of all ages and a variety of beverage products. For example, whether it is a mother who wants to drink a refreshing drink for their children but is afraid of excessive drinking, or an adult group who does not have a certain degree of thirst, they can use small packaged beverage products.
Convenience is gold
Small packaged beverage products stored in a pantry or refrigerator can also provide a wider storage space for other food or beverage products. Multi-packages also mean versatility, enhancing the value of the product itself through handle design or other special features. If a beverage product is easy to carry, drink, transport and store, it will be greatly favored by consumers. But beverage manufacturers cannot ignore the practicality of the product.
A very tasty drink is not popular with consumers if it is not easy to carry. The Niebaum-Coppola brewery wants to unpack the full Sofia sparkling wine, but can't find a suitable packer to miniaturize its traditional packaging and cork packaging. In the spring of 2004, the company began packaging Sofia sparkling wine in a rainbow-colored aluminum can (built-in straw).事实 It turns out that a brand new package can bring excellent sales. The listing of 186 ml aluminum can packaging Sofia sparkling wine has been loved by consumers, and the sales market has been further expanded. The main consumer group of the original Sofia sparkling wine is a single young woman who doesn't want to drink the bottle, but instead drinks the sparkling wine into the glass and slowly drinks it. Since then, the success of this champagne has been replicated in other retail markets, and four cans of Sofia sparkling wines are now on the market.
Coppola also canceled the cork cap
Packaging. The plastic and aluminum "Stelvin" screw caps are more leak-tight and avoid the hassle of cork stoppers, but neither of these caps is as popular as the original cork products.
Despite the worries of juice and juice drink producers (large-scale decline in canned beverages, frozen beverages and concentrated juice products with long shelf life), convenience drinks will make up for the unsalable vacancies in these bottled and frozen beverages. In 2003, O-ceanSpray, based in Lakeborough, Mass., launched a 12-ounce beverage product that sold in four bottles and served in four different flavors. This portable bottle is easy to carry and store with you.
The POM juice package from Los Angeles POM Wonderful was a pomegranate shape, and this innovative packaging design caused a lot of repercussions in the beverage industry at the time. This package is a 15.2 ounce glass bottle. The shape looks like a beautiful pomegranate, easy to carry.
Plastic packaging remains high
In other beverage packaging areas, plastic packaging still has a clear competitive advantage over glass packaging.
According to a survey by the Fre-donla Group market research company in Cleveland, Ohio, plastic packaging is still on the rise. Between 2002 and 2007, plastic packaging grew at an annual rate of 49%, while metal materials were only 0.5%, glass materials were 11%, and hard paper materials experienced negative growth (-0.1%). The popularity of plastic packaging has greatly exceeded that of other packaging materials. Among them, plastic bottled soft drinks accounted for the largest share. In 2002, the sales volume was 25.9 billion bottles, and by 2007 it is estimated to reach 30.5 billion bottles. Beverage producers are increasingly aware of the huge potential of the bottled water market. In 2002, the sales volume of bottled water reached 12 billion bottles, and it is expected to reach 17.3 billion bottles in 2007.
The development of the juice beverage market is similar to that of juice products. According to the survey, the sales of juice drinks will increase from the current 42 billion bottles to the 56 billion bottles in 2007. In addition, due to the popularity of multi-bottled milk, the development potential of the milk market is huge, and the original 16 billion bottles will rise to 85 billion bottles.
Although the survey company did not investigate the alcohol market, there is evidence that wine drink producers are increasingly focusing on plastic packaging. Brown-Forman, one of the top three alcoholic beverage companies in the United States, launched a 750-ml PET bottle of CanadianMist, SouthernComfoa, and EarlyTimes last year.
Regardless of how much a package plays on promotional products, it will eventually become a thing of the past and will inevitably be replaced by new packaging products. This not only makes the product look new, but also caters to the real-time needs of consumers.
Consumers are eager to have a good taste for beverage products, and of course they want the products to have a high quality package that will bring more fun to their lives. This brings unlimited development space and business opportunities to beverage manufacturers.