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Alcoholic Drink Packaging Trends - UK - February 2014

Published By :

Mintel

Published Date : Feb 2014

Category :

Alcoholic Beverages

No. of Pages : 167 Pages

While information on the label can be influential, the actual feel of the product can also sway shoppers’ purchasing decision.
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

Market factors
Alcohol consumption in decline despite rising consumer confidence
Production costs on the rise
Recyclability important for drinks brands
Drinks brands and responsible drinking
Population changes need to be accommodated
Innovation in the Market
Figure 1: Proportions of alcoholic drinks NPD in the UK, by packaging type, 2009-13
The consumer
Glass bottles remain the most popular drinks packaging
Recyclability expected of drinks packaging
Figure 2: Drinks packaging-related habits, November 2013
Glass bottles still seen as most desirable for beer
Bottle shapes provoke varied reactions
Drinkers want to see more information on drinks packaging
Figure 3: Attitudes towards drinks packaging, November 2013
What we think

Issues in the Market

Can cans become even bigger players in the beer market?
What role can packaging play in curbing discounting?
How can drinks brands use packaging to resonate with older drinkers?
Can the ‘feel’ of alcoholic drinks packaging help to build standout?

Trend Application

Trend: Objectify
Trend: Sense of the Intense
Mintel Futures: Brand Intervention

Market Drivers

Key points
Rising packaging costs put pressures on operators
Recycling in the UK
Figure 4: Business recovery and recycling targets for Great Britain, 2012-17
Figure 5: Packaging waste recovery and recycling, 2011
Figure 6: Household waste recycling rate in England, 2000/01-2012/13
The Courtauld Commitment
Figure 7: Results from the Courtauld Commitment 2, 2010-12
The Portman Code
Consumer confidence bounces back
Figure 8: Consumer Confidence Index, monthly, January 2007-January 2014
Population changes will affect packaging needs and recycling rates
Figure 9: Projected trends in the household structure of the UK population, 2013-18
Smaller households become more commonplace
Figure 10: Projected trends in the household structure of the UK population, 2013-18

Who’s Innovating?

Key points
New packaging grows its share in the NPD landscape
Figure 11: Alcoholic drinks NPD in the UK, by launch type, 2009-13
Bottles remain the most popular format for NPD
Figure 12: Alcoholic drinks NPD in the UK, by packaging type, 2009-13
Figure 13: Alcoholic drinks NPD in the UK, by packaging material, 2009-13
Caps are the most popular type of closure
Innovation in Spirits
Alternative packaging formats
Gifts and small bottles look to combat discounting
Colours and textures aim to drive shelf-standout
Collaborations contribute to lifestyle branding
A quest for uniqueness
Colour-changing features look to enhance sense of interaction
Innovation in Wine
Traditional bottle explores new dimensions
Brands continue to explore green packaging
New formats look to enhance convenience
Innovation in Beer and Cider
A focus on packaging and temperature
Easy drinking in the focus

The Consumer – Usage of Alcoholic Drinks

Key points
Glass bottles are most popular for beer and cider
Figure 14: Purchase of beer and cider in different formats, November 2013
Glass bottles lead, associated with quality and freshness
Despite low penetration, cans enjoy high volume sales
Plastic bottles are a notable format in the cider market
Other formats for drinking beer and cider
Glass bottles dominate the wine market
Figure 15: Purchase of wine in different formats, November 2013
Spirits and pre-mixes/cocktails also rely on glass bottles
Figure 16: Purchase of spirits and pre-mix drinks/cocktails in different formats, November 2013

The Consumer – Packaging-related Habits

Key points
Summary of packaging-related habits
Figure 17: Drinks packaging-related habits, November 2013
Two thirds of drinkers try to recycle
Smaller bottle sizes could benefit the wine market
Holding the product is important for two in five
Online shopping continuing to grow
A bulk-buying mentality remains common
QR codes could have room for growth in alcoholic drinks

The Consumer – Packaging Associations for Beer

Key points
Glass bottles still seen as most desirable for beer
Figure 18: Consumer perceptions of different beer packaging formats, November 2013
Methodology
Figure 19: Correspondence Analysis, attributes associated with different types of beer packaging, November 2013
Cans dominate when it comes to convenience and value for money
Figure 20: Share of launches in the UK beer market, bottles vs cans, 2009-13
Metal (Aluminium) bottles could help to promote a premium image
Plastic bottles remain niche in the beer market

The Consumer – Visual Appeal of Bottle Shapes

Key points
Different shapes can provoke notably different consumer responses
Figure 21: Preference for bottles shapes, November 2013
Strong preference for thinner bottles
Curvy, soft-shaped bottles preferred over more angular ones

The Consumer – Attitudes towards Alcoholic Drinks Packaging

Key points
Summary of attitudes towards drinks packaging
Figure 22: Attitudes towards alcoholic drinks packaging, November 2013
Drinkers want to see clearer labelling on the packaging
Figure 23: Attitudes towards listing of contents on alcoholic drinks packaging, November 2013
Figure 24: Calorie and alcohol unit content of selected types of alcoholic drinks, 2013
Half of drinkers prefer to see the drink inside
Figure 25: Attitudes towards features of alcoholic drinks packaging, November 2013
Tradition plays an important role in labelling
Easy-open tops and temperature indicators interest two in five drinkers
Potential for ‘reusable’ bottles
Boxed drinks can leverage a strong value for money image
Figure 26: Attitudes towards value for money and price information in relation to alcoholic drinks packaging, November 2013
Strong interest in smaller bottles
Figure 27: Attitudes towards pouring and the sizes of alcoholic drinks packaging, November 2013
Smaller bottles help brands reach strategic price points
Scope to drive interest though portion control

Appendix – The Consumer – Usage of Alcoholic Drinks

Figure 28: Purchase of alcoholic drinks in glass bottles, November 2013
Figure 29: Purchase of alcoholic drinks in glass bottles, by demographics, November 2013
Figure 30: Purchase of alcoholic drinks in plastic bottles, November 2013
Figure 31: Purchase of alcoholic drinks in plastic bottles, by demographics, November 2013
Figure 32: Purchase of alcoholic drinks in cans, November 2013
Figure 33: Purchase of alcoholic drinks in cans, by demographics, November 2013
Figure 34: Purchase of alcoholic drinks in pouches, November 2013
Figure 35: Purchase of alcoholic drinks in bag in a box, by demographics, November 2013
Figure 36: Purchase of alcoholic drinks in cartons, November 2013
Figure 37: Purchase of alcoholic drinks in single serve cups/bottles, November 2013
Figure 38: Purchase of alcoholic drinks in other types of packaging, November 2013
Figure 39: Non-purchase of alcoholic drinks in the last six months, November 2013
Figure 40: Non-purchase of alcoholic drinks in the last six months, by demographics, November 2013
Figure 41: Purchase of alcoholic drinks in different formats, by agreement with the statements ‘I am interested in alcoholic drinks with the price pre-marked on the packaging’ and ‘I would like to see a wider range of smaller bottles of alcoholic drinks’, November 2013
Figure 42: Purchase of alcoholic drinks in different formats, by agreement with the statements ‘Drinks in boxes are better value for money than those in bottles/cans’ and ‘I would like the calorie content of alcoholic drinks to be clearer on the packaging labels’, November 2013
Figure 43: Purchase of alcoholic drinks in different formats, by agreement with the statements ‘I would like the alcohol content (% ABV) of drinks to be clearer on the packaging’ and ‘I am interested in temperature indicators on packaging which show how cold my drink is’, November 2013
Figure 44: Purchase of alcoholic drinks in different formats, by agreement with the statements ‘It’s hard to know how much spirits to pour per serving when making a mixed drink at home’ and ‘I prefer alcoholic drinks to have transparent packaging so I can see the drink inside’, November 2013
Figure 45: Purchase of alcoholic drinks in different formats, by agreement with the statements ‘Traditional types of packaging/labels appeals to me more than newer styles’ and ‘I am interested in keeping premium/high quality drinks bottles and re-using them’, November 2013
Figure 46: Purchase of alcoholic drinks in different formats, by agreement with the statements ‘Alcoholic drinks in a glass bottle are of better quality than alcoholic drinks sold in any other packaging format’ and ‘I am interested in a bottled beer which has an easy-open ring pull bottle top’, November 2013
Figure 47: Attributes associated with selected drinks packaging types, October 2012
Figure 48: Correspondence map showing the attributes associated with glass bottles, plastic bottles, cartons and cans, October 2012

Appendix – The Consumer – Packaging-related Habits

Figure 49: Packaging-related habits, November 2013
Figure 50: Most popular packaging-related habits, by demographics, November 2013
Figure 51: Next most popular packaging-related habits, by demographics, November 2013
Figure 52: Packaging-related habits, by demographics, November 2013
Figure 53: Packaging-related habits, by demographics, November 2013
Figure 54: Packaging-related habits, by demographics, November 2013

Appendix – The Consumer – Packaging Associations for Beer

Figure 55: Consumer perceptions of beer with glass bottles, November 2013
Figure 56: Most popular consumer perceptions of beer with glass bottles, by demographics, November 2013
Figure 57: Next most popular consumer perceptions of beer with glass bottles, by demographics, November 2013
Figure 58: Other consumer perceptions of beer with glass bottles, by demographics, November 2013
Figure 59: Consumer perceptions of beer with plastic bottles, November 2013
Figure 60: Most popular consumer perceptions of beer with plastic bottles, by demographics, November 2013
Figure 61: Next most popular consumer perceptions of beer with plastic bottles, by demographics, November 2013
Figure 62: Consumer perceptions of beer with metal bottles, November 2013
Figure 63: Most popular consumer perceptions of beer with metal bottles, by demographics, November 2013
Figure 64: Next most popular consumer perceptions of beer with metal bottles, by demographics, November 2013
Figure 65: Consumer perceptions of beer with cans, November 2013
Figure 66: Most popular consumer perceptions of beer with cans, by demographics, November 2013
Figure 67: Next most popular consumer perceptions of beer with cans, by demographics, November 2013

Appendix – The Consumer – Visual Appeal of Bottle Shapes

Figure 68: Preference for bottles shapes, November 2013
Figure 69: Preference for bottles shapes, November 2013
Figure 70: Preference for bottles shapes: fat vs thin, by demographics, November 2013
Figure 71: Preference for bottles shapes: tall vs short, by demographics, November 2013
Figure 72: Preference for bottles shapes: round vs square, by demographics, November 2013
Figure 73: Preference for bottles shapes: curvy vs angular, by demographics, November 2013
Figure 74: Preference for bottles shapes: soft shoulder vs hard shoulder, by demographics, November 2013
Figure 75: Preference for bottles shapes: symmetrical vs asymmetrical, by demographics, November 2013
Figure 76: Preference for bottles shapes: long neck vs short neck, by demographics, November 2013

Appendix – The Consumer – Attitudes towards Alcoholic Drinks Packaging

Figure 77: Attitudes towards alcoholic drinks packaging, November 2013
Figure 78: Agreement with the statements ‘I would like the alcohol content (% ABV) of drinks to be clearer on the packaging’ and ‘I prefer alcoholic drinks to have transparent packaging so I can see the drink inside’, by demographics, November 2013
Figure 79: Agreement with the statements ‘I would like the calorie content of alcoholic drinks to be clearer on the packaging labels’ and ‘Alcoholic drinks in a glass bottle are of better quality than alcoholic drinks sold in any other packaging format’, by demographics, November 2013
Figure 80: Agreement with the statements ‘Drinks in boxes are better value for money than those in bottles/cans’ and ‘I am interested in a bottled beer which has an easy-open ring pull bottle top’, by demographics, November 2013
Figure 81: Agreement with the statements ‘Traditional types of packaging/labels appeals to me more than newer styles’ and ‘It’s hard to know how much spirits to pour per serving when making a mixed drink at home’, by demographics, November 2013
Figure 82: Agreement with the statements ‘I am interested in alcoholic drinks with the price pre-marked on the packaging’ and ‘I would like to see a wider range of smaller bottles of alcoholic drinks’, by demographics, November 2013
Figure 83: Agreement with the statements ‘I am interested in temperature indicators on packaging which show how cold my drink is’ and ‘I am interested in keeping premium/high quality drinks bottles and re-using them’, by demographics, November 2013

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