The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2019
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In Western Europe, metal packaging sustains stable growth, enjoying a tremendously positive image due to its sustainable appeal in the beverage, beauty and personal care industries. However in both home care and food, metal struggles to gain ground as rigid plastic continues to dominate the market. As sustainability, convenience and premiumisation drive packaging innovation across industries, there are opportunities for metal to grow by investing in new format sizes and lighter weight offering.
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Metal packaging has gained momentum in beverages and beauty and personal care, posting a 2% CAGR in both industries over the review period. By contrast, metal packaging flattened within food, pet food and home care, reaching maturity in key markets and struggling to innovate with new formats.
Soft drinks and beer were responsible for the vast majority of metal can volume in 2017, with over 10% and 7% of beverage cans’ retail units. Canned drinks saw a growth surge in Western Europe, following hot summer weather and the rising popularity of low sugar beverages, after the recently imposed sugar tax in the UK.
Within the food industry, cans struggle to grow as competition from chilled and frozen food continues. Originally associated with long shelf-life and value for money, canned food today suffers from a low-quality image among consumers. Yet to revive the category, opportunity for premiumisation exists.
Companies show impressive efforts to differentiate their products through appealing designs and eye-catching packaging. Ball Corp is investing in high-definition printing to improve product look, partnering with Heineken to create limited edition cans, while Can Makers launched its Can Creator app to help brand managers visualise can artwork through 3D interaction.
Today, metal leaders such as Crown, Ardagh and Ball Corp are switching from steel to lighter-weight aerosol cans to further reduce their environmental footprint, improve sustainability credentials, and respond to consumer need for convenience.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.