Post by allcans on Feb 5, 2013 15:03:58 GMT -5
Energy drinks, the powerhouse of the beverage market, are bucking the downward recessionary trend with surging global consumption reaching almost five billion litres in 2011. This has increased from 1.5 billion in 2007 (Zenith International).
As the biggest functional drinks sector in the world (58 per cent value share in 2010), their appeal to the packaging industry is no surprise.
According to the Beverage Industry’s 2012 State of the Industry Report: “For the first time, in the US, energy drinks have outsold bottled water (for the 52 weeks ending 15 April 2012). During that period, energy drinks garnered more than $6.9 billion in sales for a 19.4 per cent increase over the previous year; bottled water saw $6.7 billion in sales for a 3.4 per cent increase.”
Mark Bunker, sector communications manager, Rexam, confirmed that the energy drink sector is one of the “good growth sectors” for Rexam Beverage Can. In Western Europe, the consumption of energy drinks has increased by an average 14 per cent every year from 2006 to 2012, with cans contributing the bulk at over 80 per cent, according to Rexam figures.
New audiences catch on to energy drink appeal
Energy drinks have come a long way since they were initially aimed at men more than women, partygoers, clubbers in their teens and 20s, and people burning the candle at both ends. It soon became clear that many other people desired an energy boost – at different times of the day and night – including exhausted new parents in their 30s, commuters in their 40s and golf players in their 50s.
As well as targeting new consumer demographics, there has been a dramatic regional expansion over the past five years. Bunker at Rexam says: “Energy drink consumption developments in Eastern Europe have been impressive, with an average of 24 per cent growth every year since 2006. The basis has been much lower than in Western Europe but with the stronger growth the gap is closing.
“With the per capita consumption still significantly lower than in Western Europe, Rexam predicts a continuation of strong consumption growth for the next few years.”
Will cans stay strong?
Can use in the soft drinks industry remains on an upward curve, according to Beverage Can Makers Europe (BCME), with shipments rising by three per cent during the first quarter of 2012. The influence of the energy drink category is evident with Austrian and Swiss fillings up by 19 per cent, and there is little sign of an end to the energy drink boom in Europe, confirms BCME.
Austria-based Red Bull, first introduced in the late 1980s, remains the benchmark for energy drinks brands with 4.6 billion cans sold in 2011. Red Bull has managed to defend its position as a leading energy drinks brand despite the rapidly growing market size and influx of competitors to the arena. Its packaging of choice – the tall slimline can – has remained strong with the latest incarnations being introduced at the end of 2012: cranberry, lime and blueberry. Exclusive to 7-Eleven in the US until their nationwide launch in March 2013, Red Bull Special Editions are already available in some European countries, including Germany and the UK.
The US is the largest market for energy drinks with five major brands in fierce competition: Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear. Energy drink packaging is dominated by metal cans from slimline to larger 500ml variants, with the remainder catered for by plastic bottles. PET bottles continue to erode demand for metal cans for beverage packaging, particularly in beer and soft drinks; however, the energy drink category is linked strongly to cans.
Source and read more: www.cantechonline.com/3968/feature-article/cans-full-of-energy/
As the biggest functional drinks sector in the world (58 per cent value share in 2010), their appeal to the packaging industry is no surprise.
According to the Beverage Industry’s 2012 State of the Industry Report: “For the first time, in the US, energy drinks have outsold bottled water (for the 52 weeks ending 15 April 2012). During that period, energy drinks garnered more than $6.9 billion in sales for a 19.4 per cent increase over the previous year; bottled water saw $6.7 billion in sales for a 3.4 per cent increase.”
Mark Bunker, sector communications manager, Rexam, confirmed that the energy drink sector is one of the “good growth sectors” for Rexam Beverage Can. In Western Europe, the consumption of energy drinks has increased by an average 14 per cent every year from 2006 to 2012, with cans contributing the bulk at over 80 per cent, according to Rexam figures.
New audiences catch on to energy drink appeal
Energy drinks have come a long way since they were initially aimed at men more than women, partygoers, clubbers in their teens and 20s, and people burning the candle at both ends. It soon became clear that many other people desired an energy boost – at different times of the day and night – including exhausted new parents in their 30s, commuters in their 40s and golf players in their 50s.
As well as targeting new consumer demographics, there has been a dramatic regional expansion over the past five years. Bunker at Rexam says: “Energy drink consumption developments in Eastern Europe have been impressive, with an average of 24 per cent growth every year since 2006. The basis has been much lower than in Western Europe but with the stronger growth the gap is closing.
“With the per capita consumption still significantly lower than in Western Europe, Rexam predicts a continuation of strong consumption growth for the next few years.”
Will cans stay strong?
Can use in the soft drinks industry remains on an upward curve, according to Beverage Can Makers Europe (BCME), with shipments rising by three per cent during the first quarter of 2012. The influence of the energy drink category is evident with Austrian and Swiss fillings up by 19 per cent, and there is little sign of an end to the energy drink boom in Europe, confirms BCME.
Austria-based Red Bull, first introduced in the late 1980s, remains the benchmark for energy drinks brands with 4.6 billion cans sold in 2011. Red Bull has managed to defend its position as a leading energy drinks brand despite the rapidly growing market size and influx of competitors to the arena. Its packaging of choice – the tall slimline can – has remained strong with the latest incarnations being introduced at the end of 2012: cranberry, lime and blueberry. Exclusive to 7-Eleven in the US until their nationwide launch in March 2013, Red Bull Special Editions are already available in some European countries, including Germany and the UK.
The US is the largest market for energy drinks with five major brands in fierce competition: Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear. Energy drink packaging is dominated by metal cans from slimline to larger 500ml variants, with the remainder catered for by plastic bottles. PET bottles continue to erode demand for metal cans for beverage packaging, particularly in beer and soft drinks; however, the energy drink category is linked strongly to cans.
Source and read more: www.cantechonline.com/3968/feature-article/cans-full-of-energy/