The old saying goes that a picture is worth 1,000 words. For beverage-makers, the design of their packages far exceeds that word count as it serves as the first in-person connection to consumers — both new and old.
After being carefully set in a line, when a single domino is knocked over into the next, the entire line will fall. Similar to the cascading effect of falling dominos, changes within the front-end of beverage operations often will cascade through the manufacturing facility all the way to the end-of-line operations, even to case packing and wrapping.
Thirty-eight percent of consumers prefer aluminum cans when tailgating versus 26 percent who prefer plastic bottles. Thirty-six percent of consumers prefer cans at barbecues or picnics, compared with 30 percent who prefer plastic bottles.
Packaging can be an important, yet difficult decision for beverage-makers. In this month’s category focus article about kids drinks, Sarah Theodore, global drinks analyst for Mintel Food & Drink, Chicago, notes that the kids market has been a little bit slow to embrace packaging innovation, but is starting to pick up steam. However, resealable pouch packages, the benefits of which include on-the-go convenience, have begun to catch on in the category, she says.