Energy Drink Packaging Trends For 2011
While cost and environmental factors continue to play a significant role in the drink packaging industry, it appears that pre-recession packaging trends might be starting to re-surface as consumers are starting to gain more disposable income.
Pre-Recession Drink Packaging Trends
Prior to the recession, long term economic, demographic and consumer-led trends had more of an influence on drink packaging trends. As the world gradually moves out of the global economic crisis, there are indications that drink packaging trends will revert back to pre-recession times which included the increased use of:
- added value and convenience features as the key drivers
- more sophisticated packaging materials
- smaller, portable or travel-friendly packs
- more elaborate shapes, designs and print
Drink Packaging Trends during the Recession
During the past two years, the focus of drink packaging shifted, mainly due to cost-related factors. The global economic crisis led to decreased consumer spending, forcing manufacturers to find innovative ways to cut down on product costs. Volatility of packaging material costs, along with harder to access capital investments, slowed down or completely overturned the beverage packaging trends that existed prior to the recession.
The goal of drink packaging design during the recession was to achieve the same or lower pricing without the loss of functionality and quality. As a result, the emphasis of drink packaging design trends was mainly focused on:
- materials reduction
- light-weighting and improvements in line efficiency
- filling techniques
- cost-effectiveness
Popular Drink Packaging Trends in 2010
The focus on cost and cost-related factors introduced changes in the global picture of drink packaging trends. Some of these changes included:
- PET packaging with refillable PET particularly popular for carbonated and packaged water.
- Hot-fill PET packaging for hot fill juices and nectars.
- More use of biodegradable plastics.
- Shift in the use of heavy, rigid containers to lighter weight, flexible packaging and pouches.
- Increased measures to save on material costs.
- More focus on environmental concerns with a shift in focus towards carbon emission and total environmental impact of product and pack.
Re-Surfacing of Pre-Recession Drink Packaging Trends
The global economic downturn resulted in enormous competition at the retail level. Initially, discount retailers benefited the most by taking market share away from the supermarkets as consumers increasingly chose to spend less money without sacrificing quality. In response, many supermarkets produced their own line of private label products to compete with discount retailers. While the explosion in private labeling added increased revenue to supermarket sales, there was still pressure to keep product and packaging prices low. But, according to Canadean (a beverage industry information specialist based in the U.K.), there appears to be early signs of a return to drink packaging design trends that feature added value and convenience. 1 It is important for energy drinks manufacturers to consider this possible shift in packaging trends since packaging is vital to a successful product.



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