The demand for premium products that provide a fresh experience is driving a change in Asia Pacific markets. Alison Leader reports from Day One of Auspack 2017.
Auspack’s 2017 National Technical Forums kicked off with several key insights from Euromonitor International research analyst Sara Agostino, who researches the alcoholic, hot, and soft drinks industries in Australia.
Considered one of the most successful beverage packaging formats, especially in the soft drinks category, PET bottles are growing exponentially in the Asia Pacific, according to the research company.
PET is preferred in the soft drinks industry due to its lightweight and cost-effective attributes, but penetration is still below 50 per cent in the Asia Pacific.
“There's definitely room for growth in carbonates and juice segments in this region,” Agostino says.
The rise of the ‘super mum’ has also influenced growth in beverages, with double-income households spending more money on their children, and more on products that save them time.
This is seen in the uptake of beverages such as liquid breakfasts, whereby consumers are willing to pay more if the product ‘buys time’ for them.
An increasing female population in the workforce and a 224 million increase in city dwellers between 2015 and 2020 has meant a growth in middle class households.
The health and wellness trend is also impacting buying habits, with 53 per cent of consumers avoiding food with at least five different ingredients such as additives, fats and oils.
Nexba’s low-sugar soft drink offering, for example, has tapped into the demand for simpler products with fewer ingredients.
In terms of the experience trend, consumers are responding to releases such as the Pepsi Emojis range, with its variable packaging designs.
The ‘lunchbox market’ is also gathering steam, with beverage packaging designs catering to the interests of children.
Some companies have used imagery from Frozen to promote their beverage brand, and others, such as Danone, have opted to leave a space for children to write their name on the bottle to personalise it.
Asahi’s Pop Tops range reflects a trend towards lowering sugar in children’s drinks, and there's been an increased focus on creating smaller pack sizes.
The premiumisation trend has seen brands promote a wider range of ‘added benefits’ such as recyclable packaging and ‘all natural’ attributes, conveyed simply and clearly on pack.
Premium packages are often also see-through, in order to convey the freshness of its contents.
The experience trend has dictated innovations such as colour-change packaging and the Share a Coke campaign.
“It’s important to engage the consumer, create fun for them, and stand out on shelf,” Agostino says.
