It seems as though retail space is more like a battle ground. Different companies and categories clutter the shelves fighting for consumers’ attention. Retailers don’t make it easy for beverage brands to get and keep that space either. So, how do beverage brands fight back? One of the answers is with their use of secondary packaging.

Although consumer demand is the overall driver, retailers also can have an effect on a beverage company, experts say. Additionally, changes within retail channels have caused secondary packaging to fight a war vying for consumers’ attention.