There are many aspects of a beverage package that can be crucial when the consumer is making their final purchase decision. As beverage-makers look to differentiate their products via packaging design, many have begun to choose new primary packaging formats or are changing the shape of their primary package to provide shelf appeal.

Finding new ways to reach consumers in a crowded marketplace and digital world can be difficult. While sifting through my emails and news, I’m always intrigued by brands that are finding unique ways to utilize the digital world to connect and excite their consumers.

The technical age in which we now live has offered consumers access to an endless supply of information at their fingertips. Many utilize this easy-to-access information to educate themselves on the products they are consuming. GMOs are among the product attributes that consumers are considering as they’ve gained greater understanding of what they are eating and drinking. With this, many are turning to the Bellingham, Wash.-based Non-GMO Project and its orange butterfly logo to help guide their choices.

As millennials age and iGeneration consumers gain buying power, their consumption habits of coffee beverages are growing and changing. In conjunction with health-and-wellness trends and functional benefits, coffee has become a go-to category for these consumers who look for premium, specialty and value-added products.

Although many consumers might be looking to live healthier lifestyles, they’re still looking for products that satisfy their sweet tooth. Looking for the best of both worlds, consumers are demanding great-tasting sweetened products that do not contain sugar.

With the emergence of bottled water as the No. 1 most-consumed beverage and the growth of better-for-you products like cold-pressed juices and ready-to-drink teas, it’s clear that many consumers are becoming more aware of their everyday health. In line with this trend, consumers have become more aware of the importance of supporting their immune systems on a consistent basis as a way to prevent illness before it happens.

During the past several years, technological advancements have produced many exciting marketing opportunities. Virtual reality is one innovation that is being embraced by brands and consumers alike.

During the past decade or so, the energy drinks and shots category has experienced solid growth. In 2016, wholesale dollar sales for energy drinks grew 7.3 percent to $7.8 billion, according to Roger Dilworth, senior editor at New York-based Beverage Marketing Corporation (BMC).

Whether it’s videos, mobile apps or social media, the digital world has become fully integrated into the lives of many consumers. Although still a curious area for marketers, digital marketing has benefited the beverage industry, notes Chris Lowery, president and chief strategist at Chase Design Group, South Pasadena, Calif.

As automation within beverage operations becomes ever more prevalent, inspection equipment suppliers have recognized the need to streamline the equipment involved in the essential process while ensuring packaging maintains its aesthetic appeal and quality standards.