Innovation knows no bounds, and industries across the globe are constantly evolving to meet customers’ changing needs and preferences. One such sector experiencing an astonishing transformation is the beverage industry. For decades, beverage packaging has enjoyed a rich history, providing easy access to nutritious, shelf-stable food and beverages. As seems to happen in every process of developing new products, beverage makers are searching for original closures and caps to seal and protect their products while also being appealing to consumers, both aesthetically and in their simplicity of use.
Beverage packaging is coming out with new trends focusing on the structural modification of packaging materials and the expansion of new active and intelligent systems. Improvement in packaging can lead to better interaction with the product and its environment, enhancing the preservation of beverages, such as milk, juice, wine, or beer, customer acceptability, and food security.
Glass, metals (laminates or foils, aluminum covers, aluminum, tin-free steel, and tinplates), plastic, paper, and paperboards were the traditionally used materials for food packaging. It is very important to select the right packaging material as it plays a key role in maintaining product quality and freshness at the time of distribution and storage.
As technology advances and demands evolve, packaging is undergoing a major revolution. In this article, we delve into the exciting new trends shaping the future of beverage packaging. These trends not only enhance sustainability and functionality but also create unique and engaging consumer experiences.
Sustainable Packaging: A Green Revolution
Sustainability has emerged as a central theme in the discourse surrounding the future of drink packaging. The environmental impact of excessive packaging waste will continue to compel both producers and consumers to seek alternative solutions. Consumers are increasingly aware of environmental issues and are demanding eco-friendly packaging solutions. This has led to a green revolution in the industry, with companies adopting various sustainable practices.
As sustainability takes center stage in various industries, beverage companies are increasingly adopting “green” packaging materials and designs. Single-use plastics are being replaced by eco-friendly alternatives such as biodegradable, compostable, and recyclable materials. According to Deloitte Global, around 94 percent of consumers think it’s the brand’s responsibility to create with the environment in mind, and 61 percent do not want to think about sustainability when shopping. Instead, they want the brand to take care of it for them.
For example, beverage giant Diageo recently rolled out trials for its paper-based packaging for Baileys. The dry molded fiber bottle is said to contain 90% paper, with a thin plastic liner and a foil seal. The bottle is designed for recycling in standard paper streams and does not require the consumer to separate the plastic liner from the paper bottle when disposing.
Plastics are the most used packaging materials in the soft beverage industry. An estimated 300 million tonnes of plastics are produced every year, eight million of which end up in our oceans, reports the international environmental watchdog, IUCN.
Carlos Laboy, global beverage head and Latin American food analyst for HSBC Securities (USA) Inc., said: “As public awareness of plastic waste in the world’s oceans grows, the global beverage industry is grappling with the risk of brand damage and higher regulatory costs from its outsized reliance on disposable plastic bottles.”
With the growing concerns about environmental sustainability, beverage companies are adopting new measures to enhance the recyclability of plastic packaging. Coca-Cola, named one of the biggest plastic polluters in the world, is taking huge steps to increase the recyclability of its packaging bottles.
In Africa, through its subsidiary Coca-Cola Beverages Africa (CCBA), the beverage giant transitioned its Dasani water bottles for both the 500ml and 1l packs to clear PET plastics to enhance its recyclability in 2023. The new-look water bottles made from PET (Polyethylene Terephthalate) allow them to be easily collected, sorted, and processed into new bottles, reducing the overall environmental impact.
“Clear PET can be made into new bottles as well as a wide range of new products, such as pillow and duvet inners, making it more valuable than colored PET, which has limited uses,” said John Mwendwa, Public Affairs, Communication and Sustainability Director at CCBA.
Premium Packaging: Elevating the Experience
The beverage packaging scene is experiencing more than just a shift towards sustainability. Consumers today are more discerning than ever, seeking not just a beverage but a visually appealing experience and an environmentally friendly package. Premium packaging, characterized by its superior quality, innovative design, and easier recyclability, is key to the future of beverage packaging. The rise of social media has amplified the importance of exclusive packaging as consumers share their experiences online. Brands are increasingly recognizing the need to invest in premium packaging to build brand loyalty and adhere to regulations aimed at ensuring sustainability. Companies are leveraging the use of technological advances to create visually appealing and engaging packaging material.
Innovations in packaging design have played a crucial role in optimizing the use of materials, reducing waste, and improving transportation efficiency. Slimmer, lighter, and stackable designs are becoming increasingly popular, not only cutting down on the use of materials but also lowering transportation costs and emissions. These functional enhancements not only cater to consumer convenience but also contribute to the overall perception of a premium product.
FIJI Water, a brand by the American conglomerate The Wonderful Company, released a new water bottle with a sports cap attached to the top, targeting active consumers searching for a great fitness companion. At the end of the day, it’s still water in a bottle, but the premium design gives consumers something unique while allowing FIJI to strike partnerships with various fitness brands.
Customization and personalization are key elements of premium packaging. Brands are offering limited edition packaging, personalized labels, and custom designs to attract discerning consumers. This trend is particularly evident in the craft beer and artisanal spirits markets, where small-batch production allows for greater creativity in packaging. This trend not only satisfies consumer preference for individuality but also fosters brand loyalty.
According to a study by IMRG, 74.7% of consumers are likely to make a repeat purchase if the brand provides a personable experience, showing just how much of an impact personalization and customisation can have.
Additionally, in a push towards premiumization and consumer preferences shift towards minimalism, sleek and sophisticated packaging designs are becoming increasingly popular. Minimalist packaging, at its core, revolves around the “less is more” ideology. It shuns excessive layers, non-recyclable materials, and unnecessary frills. By focusing on essential elements and streamlined designs, minimalist packaging reduces waste and conserves resources, making it a prime choice for brands committed to reducing their carbon footprint.
According to Ipsos’ research, 72% of shoppers are influenced by a product’s packaging design. Simple and elegant yet powerful product communication streamlined to the essential selling points will be vital to connecting with overwhelmed and desensitized consumers.
Intelligent Packaging: The Future is Smart
Intelligent packaging is revolutionizing the beverage industry by integrating technology to enhance functionality and consumer engagement. With huge advancements in technology, the beverage scene is moving towards enhancing maximum consumer experience. This trend is driven by advancements in digitalization and the Internet of Things (IoT). The use of sensors and temperature-sensitive packaging is transforming the beverage packaging sector. According to Indian market research company Mordor Intelligence, the global market for intelligent packaging is expected to grow by 4.2 percent to around 44 billion US dollars by 2024.
Smart packaging with integrated Augmented Reality (AR) applications takes users to a whole other dimension. AR is being employed to provide interactive and immersive experiences for consumers. Recently, Coca-Cola teamed up with Marvel to launch a limited-edition packaging with scannable QR codes that unlock AR animation experiences for each hero or villain from across the Marvel Universe. This presents a great way to playfully integrate additional information into the product’s packaging, such as campaign promotions and competitions, as well as videos showing a food or beverage’s origins and production.
Aditi Basu, marketing head at Dubai-based Future Market Insights, notes that the intelligent packaging trend is taking packaging trends to new heights. “Considering the 360-degree scenario, consumers nowadays are preferring smart, active, interactive, connected, user-friendly, and eco-friendly packaging solutions,” she says. “Therefore, beverage-makers need to focus on these trends as they impacts the beverage industry overall.”
Temperature-sensitive packaging is being used to ensure beverages are consumed at the optimal temperature. These packages change color or display messages when the beverage reaches the desired temperature, enhancing the drinking experience. Brands like Coors Light have introduced cans that turn blue when the beer is cold enough to drink. During the 2018 FIFA World Cup in Russia, Budweiser was met with storms of applause. The company embedded noise-sensitive LED lights in their beer cups. The louder the fans were, the brighter the cups lit up.
Leveraging technological advancements in beverage packaging
The future of beverage packaging hugely relies on technological advancements. With evolving and fast-advancing technologies, the beverage manufacturing and packaging scene is experiencing huge advancements. Technologies such as IoT-enabled packaging solutions leverage interconnected devices and sensors to collect and analyze data, thus enabling real-time visibility and optimization. Harnessing the power of IoT enables brands to improve operational efficiency, enhance supply chain transparency, and deliver personalized consumer experiences.
Additionally, automation transforms beverage packaging processes, improves efficiency, and reduces labor costs. Robotic systems are being used for tasks such as picking, sorting, and packaging, enabling faster production and minimizing errors. Modern automated packaging lines are now being equipped with sensors and software that provide valuable data on the packaging process. Automation helps reduce product defects and increases production output. For example, Coca-Cola Beverages Uganda recently commissioned what has been termed Africa’s fastest plastic bottle production line, with a capacity of 67,000 bottles per hour.
Additionally, highly developed machine vision systems in packaging lines are making it easier for beverage companies to inspect products for defects and ensure that each commodity contains the right contents. “Manufacturers that are automating their production processes need an automated in-line inspection to eliminate manual labour and guarantee product quality at the best production speed,” said Renaat Van Cauter, marketing director at Engilico.
The future of beverage packaging
A combination of sustainability, premium quality, intelligent solutions, and technological advancements is shaping the future of beverage packaging. As consumers become more conscious of environmental issues and demand higher-quality experiences, beverage companies must continue to evolve their packaging strategies. Embracing these trends not only helps in meeting consumer expectations but also opens new opportunities for brand differentiation and market growth.
The journey towards more sustainable, premium, intelligent, and innovative packaging is ongoing. The beverage industry must remain agile and forward-thinking, leveraging the latest advancements to create packaging that not only preserves the product but also enhances the overall consumer experience. By doing so, companies can contribute to a more sustainable future while satisfying the evolving tastes and preferences of their customers.
