The metal advantage

THE GLOBAL beverage industry is seeing a greater variety of options proliferate in existing segments like natural energy drinks, ready to-drink (RTD) cocktails with  multi-flavoured vodkas, regional craft brews and hard ciders. In Asia, specifically, growth in market segments such as energy drinks, RTD coffees and teas, wine and nutraceutical beverages like juices is expected to continue, and  ongoing popularity of nutritional teas and beverages such as Jia Duo Bao and Tian Di Yi Hao can be expected in markets where there is a large Chinese consumer base.

The introduction of new drink flavours, including fresh fruit (especially tropical fruits) will also be prevalent. Fruit and vegetable juices are growing in popularity due to increased interest in preventive healthcare and awareness of the benefits of consuming such beverages. This growing global awareness is reflected in a recent report from Global Industry Analysts, Inc. that estimates that the global fruit and vegetable juices market will reach 72.29 billion litres by 2017. Expanding on this Single-serve can innovation in step with Asia’s flourishing beverage industrytrend towards health and wellness drinks, Chinese fruits-only beverage consumption will move to include vegetables in 2013.

Likewise, the Chinese beverage industry will see continued demand for healthier beverages as  concerns about obesity continue to rise, according to research firm Mintel. To retain market share or win new consumers, manufacturers are going to be looking for ways to meet this increased demand. Besides introducing natural, diet or low-calorie versions of mainstay beverages, they will also look to alternative packaging formats to cater to different lifestyle needs, which is where smaller package sizes or single-serve packaging comes into play. Similarly, as a growing number of consumers pursue more active, healthy lifestyles, beverage packaging needs to be more durable in order to minimise the risk of accidental breakage as people bring their drinks outdoors or on-the-go.

Prospects in Asia

Increased income levels across Asia Pacific have created a greater demand for quality food and beverage products that are convenient. Products consumed on-the-go have become a major area of growth as modern consumers spend less time in their homes.

Research has also found increased snacking in the workplace in both developing and mature economies around the region; consumers demand and require convenience foods. In a similar way, we can expect demand for different types and formats of beverages to increase as drinking occasions change, and smaller serving sizes will grow in appeal, both for portion control as well as the novelty value.

With spending rising, manufacturers must accurately identify and address consumer needs in order to  remain competitive in the market, and packaging will remain a key consideration. Companies are always looking for ways to improve the consumer experience, and innovative packaging is one way to offer brands more opportunities to differentiate their products on store shelves. Convenient packaging is another way to help brands engage consumers, something for which the beverage can is aptly suited. Beverage cans are very easy to open, a benefit that translates across various demographics.

Why choose metal?

Beverage cans are recognised by consumers around the world, and they offer numerous advantages. For consumers, beverage cans are lightweight, portable, chill quickly and are available in a numberAir Jordan Westbrook 0.2