Oct 31, 2017   SOURCE: BusinessWire

Top Trends in the Beverage Packaging Market in Europe | Technavio

Technavio’s latest market research report on the beverage packaging market in Europe provides an analysis of the most important trends expected to impact the market outlook from 2017-2021. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.

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Technavio has published a new report on the global beverage packaging market in Europe from 2017-202 ...

Technavio has published a new report on the global beverage packaging market in Europe from 2017-2021. (Graphic: Business Wire)

The beverage packaging market in Europe is estimated to grow steadily during the forecast period. There are many factors leading to this growth, including urbanization and evolution of consumer preferences for beverages as well as the packaging. Consumers are increasingly demanding sustainable, lightweight beverage packaging along with an attractive visual appeal.

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The top four emerging market trends driving the beverage packaging market in Europe according to Technavio research analysts are:

  • Innovation of lightweight packaging
  • Use of automation and robotics in beverage packaging
  • Market consolidation
  • Demand for aesthetic appeal in packaging

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Innovation of lightweight packaging

Lightweight packaging is one of the major trends in the beverage packaging industry in Europe as it helps vendors in reducing the cost of transportation of the products. Beverage manufacturers are also reducing the packaging weight for promoting environmental sustainability and reducing costs across the supply chain. The first way of reducing the weight of packaging is replacing the packaging material already in use with a lighter weight alternative. For instance, Bonfire Wines packages its wine in pouches rather than bottles and has a carbon footprint 70%-80% less than that of bottles. In addition, the pouches can store double the amount of wine than bottles.

The second method of light weighting the product is cutting the packaging material. For instance, the water bottles produced by Sidel RightWeight offers weight savings of more than 30% in comparison with a conventional commercial bottle. Also, Ball introduced lightweight cans in Europe in 2013. These beer cans contain 20%-25% recycled aluminum and are around 8% lighter in weight compared to the previous cans. This trend of introducing lightweight beverage packaging is expected to boost the growth of the beverage packaging market in Europe during the forecast period.

Use of automation and robotics in beverage packaging

The advantages of fully automated machinery are flexibility in volume, consistency, and increased speed of production. Advances and innovations in electronics, better computer technologies, along with a rise in awareness about the benefits of automation have encouraged packaging industries to shift to integrated packaging machinery solutions. Also, there is a huge demand for robotics in the packaging industry in the region.

“The machines in the packaging industry in Europe are equipped with advanced monitoring as well as control capabilities to maintain packaging lines and reduce energy consumption. Technologically advanced robotic machinery makes use of real-time data collected from several other machines. Hence, robotics has the potential to positively transform lives, raise efficiency and safety levels, as well as provide enhanced levels of service, which is expected to boost the growth of the beverage packaging market in Europe during the forecast period,” says Sharan Raj, a lead analyst at Technavio for packaging research.

Market consolidation

Vendors in the beverage packaging market are focusing on the expansion of their product portfolio through new product launches and acquiring product design-specialized firms. For instance, Amcor acquired China-based Zhongshan Tiancai Packaging in 2015 to consolidate its position in the market. This is expected to cater to the beverage industry in every aspect, triggering its growth in Europe. The key vendors in the beverage packaging market in the region are Amcor, Ball, Crown Holdings, and Owens-Illinois. These companies have a strong presence in Europe, especially Western Europe. Market consolidation is one of the major trends, which is expected to boost the growth of the beverage packaging industry in Europe.

Demand for aesthetic appeal in packaging

The increased demand for beverages largely drives the demand for packaging machinery in Europe. Hence, there has been a tremendous increase in demand for automated packaging machines, as well as energy efficient machines. Along with this, the consumer preference for beauty, and demand for attractively designed, shaped, and labeled beverage packaging has also increased. PET is becoming a favorable packaging material in the beverage packaging market in Europe due to its light weight, recyclability, shatter resistance, and extraordinary design flexibility. Other packaging materials, including metal and glass, are also gaining popularity in terms of their shape, size, designs, and attractiveness.

“Appealing beverage packaging designs with impactful labeling on the package are attracting consumers to buy the products. This, in turn, is expected to fuel the growth of the beverage packaging market in Europe during the forecast period,” says Sharan.

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