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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In Europe, PET bottles are expected to overcome difficulties pertaining to tight economic conditions. As well as having a key position in bottled water, PET is also set to expand across most soft drinks categories. Rising concerns over sugar intake will however encourage European consumers to seek products with greater health credentials. Innovation that meets changing consumer demand will be key for PET to keep its leading position in soft drinks and expand in dairy and newer markets.
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Retail sales of PET bottles went up by 1% in Europe in 2015. Although characterised by an ageing population, uncertain economic growth and high market maturity, the region still boasts growth for PET to 2019. European consumers will continue to buy soft drinks, oils and drinking milk products in PET bottles.
While unrivalled in bottled water, PET faces competition from metal beverage cans and glass bottles in carbonates. In the tough carbonates category, shaped beverage cans are picking up pace while glass helps premium brands convey origin and heritage. Liquid cartons will also be dynamic although mainly confined to juice.
A general “war on sugar” is causing European consumers to shift towards drinks with a healthier perception, particularly benefiting bottled water. Rising health concerns are also favouring the growth of smaller pack sizes in soft drinks. Still water brand owners are increasingly targeting children with PET bottles in sizes 250ml and 330ml.
European shoppers also seek greater quality products in juice. Alongside the appeal of natural ingredients, small, portable pack formats that are easy to carry around as well as have higher shelf impact through pack shaping, look to be promising for PET in this category.
In dairy, PET will further help manufacturers of drinking milk products stand out and convey greater product freshness. As well as competing against liquid cartons and HDPE bottles, PET will also gain presence over the common flexible plastic alternative for fresh milk in Eastern Europe.
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