Graphic Packaging International (GPI) recently published how sustainability is impacting secondary packaging trends in the beverage industry. According to the company’s findings: “The use of plastic shrink wrap and rings has been significantly reduced in multi-pack aluminum cans and bottles. The need to improve sustainability and reduce reliance on plastic is driving the evolution of consumer behavior, while legislation to address this issue is increasing.”
Sustainably Influencing Consumer Preferences
Sustainability is a key factor, and research has shown that several packaging features related to sustainability are more influential in the mid-pandemic than they were pre-pandemic. Sustainability efforts place greater emphasis on recycled content in packaging.
Another trend impacting the beverage packaging market is convenience and functionality. Time-poor consumers are looking for multi-packs to complete shopping quickly, the company said. "Adding a strong carrying mechanism, whether it's a finger hole or a carrying handle, is the perfect answer to this trend," the company advises.
Consumers also remain concerned about health and hygiene, especially in the post-pandemic era. They want to know their products are airtight and safe, and the findings show this can be achieved through simple packaging options such as bottle and jar closures.
According to the findings: “This trend also presents many opportunities for differentiation in low-sugar, low- or zero-alcohol beverages, health drinks and functional ingredients. It will also be important to drive differentiation across these various product lines through innovative secondary packaging structures, formats and typographic designs.”
The development of secondary packaging
Over the past few years, secondary packaging in the beverage market has changed. The survey results show that the biggest changes are in reducing and replacing material solutions.
"Innovations like KeelClip not only eliminate the need for plastic rings and shrink film, but they also use less material compared to other multi-pack formats. But importantly, they do not compromise the convenience, function or performance of the packaging," the company explained.
Consumers can intuitively recognize that these solutions were formulated with resource efficiency in mind and respond positively.
The impact of e-commerce
Beverages are not always a good choice in terms of the rise of e-commerce because beverage products are heavy. Because of this, secondary packaging needs to be strong, lightweight and easy to transport. Manufacturers will need to balance the competing demands of e-commerce and retail channels.
Findings: "E-commerce has made it more important for brands using direct-to-consumer (D2C) strategies, which are currently far less prevalent than traditional approaches. But we do see businesses starting to incorporate e-commerce strategies into their future growth plans."
But e-commerce’s impact on beverage secondary packaging goes beyond that, especially amid the outbreak. Specifically, beverage ordering and customizable multi-packs have become increasingly popular. In turn, packaging producers must account for these multi-packs of different sizes.
