In Philip Pullman’s fantasy novel “The Amber Spyglass,” the third book in the “His Dark Materials” trilogy, physicist Mary Malone famously said, “People are too complicated to have simple labels.” In the consumer packaged goods (CPG) market, the same can be said as established and emerging brands look to stand out on crowded store shelves.
Which beverage package will consumers buy, under what conditions, when will they buy, how many will they buy and why will a purchase occur? These types of challenging questions confront most sales and marketing managers as they attempt to maximize sales and profit under many variable conditions.
Innovation seems to be the key to success within the beverage industry. As with any other aspect of new product development, beverage-makers are looking for innovative caps and closures to seal and protect their products while also being appealing to consumers, both aesthetically and in their ease of use.
In its March report titled “Pouches,” Cleveland-based The Freedonia Group indicates that the U.S. pouch market will grow 4.4 percent a year through 2020 to $10.1 billion, primarily driven by the introduction of pouches in new markets and the integration of high-value features, such as re-sealable closures and spouts, in more mature markets.
With its slogan “Porsche. There is no Substitute,” the luxury car brand has found a way to communicate to consumers the premium qualities of its brand. For beverage-makers, highlighting the quality of their products extends beyond formulation to packaging.
PMMI, the Reston, Va.-based Association for Packaging and Processing Technologies, and owner and producer of the Pack Expo Portfolio of Trade Shows, is gearing up for Pack Expo International 2016, which will take place Nov. 6-9 at McCormick Place in Chicago. The event will be co-located with Pharma Expo, a joint venture with the International Society for Pharmaceutical Engineering (ISPE).
Relaunching with a focus on made-from-scratch spirits, Milton, Del.-based Dogfish Head Distilling Co. aimed to provide a premium experience that also disrupts the craft spirits space when it introduced the first selections in its new spirits line, featuring Dogfish Head Analog Vodka, Dogfish Head Compelling Gin and Dogfish Head Whole Leaf Gin, it says.
Demand helped by specialty beverage proliftation in foodservice
August 9, 2016
Demand for cups and lids in the United States are projected to expand 3.9 percent a year to $10.6 billion in 2020, according to a new study from The Freedonia Group, Cleveland. Gains will be supported by food trends that favor convenience and smaller portions, the market research firm details in its “Cups & Lids” report.
Across the beverage market, the craft phenomenon seems to have made an impact. As the craft beer segment grows and more brands enter the market, craft brewers are utilizing secondary packaging as a means to stand out on the shelf and tell their stories, experts say.
In the competitive beverage marketplace, products need to create a memorable first impression and stand out from the rest on retail store shelves. Inks and coatings help to convey what is inside a can or bottle, but also play a key role in differentiating brands, according to packaging materials experts.