In the face of SKU proliferation and the growth of single-serve bottles, Cleveland-based The Freedonia Group Inc. projects that U.S. demand for beverage caps and closures will increase 4.1 percent in value and 2.1 percent in volume annually to $3.3 billion and 150 billion units in 2016. Although this pace is slightly slower than that of the 2006-2011 period, mostly due to moderation in material prices and decreases or minimal growth in carbonated soft drinks and beer, interest in value-added caps, which tend to be more expensive but offer shelf-differentiation benefits, are supporting continued growth, it reports.
Among these value-added caps are the dosing or dispensing caps that have appeared on some enhanced water brands. These caps can be used to store ingredients, such as vitamins, which can be added to the beverage at the time of consumption. This not only protects the efficacy of the ingredients but adds an interactive element to the packaging by requiring consumers to twist or push the dispensing cap to distribute the ingredients. Furthermore, the ingredients inside the dosing caps often are colorful, enabling consumers to watch the ingredients enhance the look of their beverages.