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Strategy Briefing

Metal Packaging in Western Europe

Jun 2019

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

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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.

Key Findings

Demand for metal packaging is returning to growth within beverage and beauty and personal care industries…

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.

…yet beverages remain the main application for metal in Western Europe

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.

Competition from other pack types hinders food can growth

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.

Gaining consumer attention with aesthetic design

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.

Light-weighting has become the key trend in aerosol cans

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.

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Introduction

Scope

Key findings

Regional Overview

Western Europe losing share to North America and Asia Pacific

… yet posts modest growth of metal packaging

Optimism for beverage cans, while food cans are slowly squeezed

The UK and Spain dominate with high volumes in beverage cans

Yet Germany leads growth due to high volumes in beer

Performance of metal packaging differs significantly by category

Beverage cans showcase impressive growth across all markets

Aerosols defined by deodorants and men’s toiletries

Beverage cans see positive growth in all categories…

…while food cans lose popularity over alternative pack types

Efficiency at the forefront of manufacturers’ strategy

Convenience and portability drive innovation

Forecast Projections

Timid yet sustainable growth of aerosol cans across markets

Innovations centred on lighter weight format and attractive design

Promising growth of metal beverage cans in established markets

The quest for sustainability fosters packaging innovations

General decline in metal food cans

Premiumisation provides opportunity for growth in food cans and tins

Metal tins continue to decline in home care packaging

Lack of innovation negatively impacts sales of home care products

Country Snapshots

France: market context

France: competitive and retail landscape

Germany: market context

Germany: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

United Kingdom: market context

United Kingdom: competitive and retail landscape

Why buy this report?

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Megatrends

Strategy Briefing

Metal Packaging in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Demand for metal packaging is returning to growth within beverage and beauty and personal care industries…

…yet beverages remain the main application for metal in Western Europe

Competition from other pack types hinders food can growth

Gaining consumer attention with aesthetic design

Light-weighting has become the key trend in aerosol cans

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Western Europe losing share to North America and Asia Pacific

… yet posts modest growth of metal packaging

Optimism for beverage cans, while food cans are slowly squeezed

The UK and Spain dominate with high volumes in beverage cans

Yet Germany leads growth due to high volumes in beer

Performance of metal packaging differs significantly by category

Beverage cans showcase impressive growth across all markets

Aerosols defined by deodorants and men’s toiletries

Beverage cans see positive growth in all categories…

…while food cans lose popularity over alternative pack types

Efficiency at the forefront of manufacturers’ strategy

Convenience and portability drive innovation

Forecast Projections

Timid yet sustainable growth of aerosol cans across markets

Innovations centred on lighter weight format and attractive design

Promising growth of metal beverage cans in established markets

The quest for sustainability fosters packaging innovations

General decline in metal food cans

Premiumisation provides opportunity for growth in food cans and tins

Metal tins continue to decline in home care packaging

Lack of innovation negatively impacts sales of home care products

Country Snapshots

France: market context

France: competitive and retail landscape

Germany: market context

Germany: competitive and retail landscape

Italy: market context

Italy: competitive and retail landscape

Netherlands: market context

Netherlands: competitive and retail landscape

Spain: market context

Spain: competitive and retail landscape

Switzerland: market context

Switzerland: competitive and retail landscape

Sweden: market context

Sweden: competitive and retail landscape

Turkey: market context

Turkey: competitive and retail landscape

United Kingdom: market context

United Kingdom: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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