Consumer perceptions of the beverage can and its position in the market

Transcription

1 Consumer perceptions of the beverage can and its position in the market EXECUTIVE SUMMARY In 2007, and again in 2011, market research institute, GfK, ran a study commissioned by BCME to gain insight into consumer perceptions of the beverage can and its position in the market. Now, the study has been repeated in order to understand whether and how usage and attitudes towards beverage packaging have changed 1 over time. Specific objectives of the research were to: Identify what is important to consumers in relation to beverage packaging (e.g. recyclable, easy to open etc.) Identify preferences by product category (CSDs, energy drinks, other nonalcoholic drinks, beer, other alcoholic drinks) Identify preferences by occasion The results of the research have shown a positive upward trend in popularity for the can, particularly with younger age groups. That drinks from cans taste good is recognised by a significant 71 per cent of people a 16 per cent increase on 2007; from the age groups questioned, year olds demonstrated most frequently purchased canned beverages. 1 The study sample was 850, year olds in the UK who bought, or have influence on the type of drinks packaging bought. Interviews were conducted online in Feb 2016.

2 CONSUMPTION EVOLUTION Energy drinks brands are very active on social media. For example, Redbull has 5.5m followers on Instagram. Cans are growing in popularity and are increasingly the consumer s drink packs of choice. They are most often consumed in the home (58 per cent regularly drink from cans at home), and at least while at work. In 2007, 36 per cent of consumers in the UK said the can was the pack they drank from most. This number has increased to 40 per cent. On average, 55 per cent said they currently drink a canned beverage at least once a week. This number is higher for males at 61 per cent, and slightly less for females at 48 per cent. Splitting usage figures by age, 77 per cent of year olds will drink from a can at least once a week compared to 63 per cent in It s a number that makes sense when you consider that the greatest rise in can usage can be seen in the energy drinks market where 52 per cent of energy drink consumers said the can was the pack they drank from most. In 2007 that figure was just 34 per cent.

3 NEEDS AND BENEFITS As part of the study, GfK investigated just what is it that consumers love so much about cans. Taste remains the key consumer need but value for money and ease/practicality of drinking are close behind. Pack appearance is growing in importance but is not yet a key consumer need year olds want packs to looks cool and attractive (and are less interested in recyclability) year olds are the most into recycling and price conscious. They want packs to be sturdy and tamper proof. Respondents were first given a list of properties that might be associated with a general drinks pack and were then asked how important each was to them. That the drink tastes good was judged important by 80 per cent of the audience, followed by 73 per cent that added tasting fresh as crucial. Also ranking highly were good value for money (66 per cent) and easy to drink from (64 per cent). When the respondents desired drink attributes were cross-compared to their perception of the can s assets, being easy to drink and good value for money clearly stood out as attractive qualities for the can. Perceptions, as you might expect, change when you compare age and gender: In general, females consider cans more favourably than males, particularly around taste and convenience/safety. Consumers aged 35+ believe that the can s recyclability is its strongest feature. Perhaps surprisingly, the way that cans are viewed in terms of recyclability is where the most variation can be seen between age groups year olds perceived that cans should score higher for convenience than recyclability, while year olds placed recyclability ahead of convenience, yet behind taste.

4 ATTITUDES TOWARDS PACK FORMATS Cans are seen as delivering a good tasting product in an easy to drink, recyclable pack, offering good value for money. If we look at the consumer s personal perception of cans, a number of statements stand apart. That drinks from cans taste good is recognised by a significant 71 per cent of people a 16 per cent increase on That the look and design of the can is nice, has also gained in credence since 2007 when just 16 per cent of people agreed with the statement. That figure is now 44 per cent and with more exciting and innovative can designs hitting the market, it s a figure that might be expected to rise further in years to come. The light metal body of the can has given it the appearance of being sturdy and unlikely to break, this separates the can from some of its market competitors. A significant 62 per cent of Brits agreed with this statement, compared to 26 per cent when asked the same question about glass bottles. Even better, with all the benefits the can provides, consumers increasingly believe the can is good value for money; 64 per cent would say this is true in 2016 compared to 35 per cent in 2007.

5 ATTITUDES TO RECYCLING One of the key messages that groups such as the industry seek to associate with the can, is its standing as a permanently available material. The considered importance of the environment in relation to drinks being purchased is being driven by and s are more indifferent. Home is where we recycle the most with just 17 per cent of cans being thrown away. Respondents answered questions about the environmental attributes of drinks packages as well as their own general attitudes towards recycling. In 2007, the UK was already supportive of recycling with 77 per cent saying that they at least try to recycle most things. In 2016, this figure has increased further to an impressive 89 per cent. What s more 52 per cent believe it is important to consider the environment when choosing a drinks pack. Cans are seen as equally environmentally friendly as glass bottles and more so than plastic bottles or cartons. Specifically, 60 per cent would say cans are environmentally friendly because they are recyclable. Regarding the demographic split of respondents, year olds were about as likely to rate environmental considerations as important as 35-54s (52 per cent vs. 56 per cent). The 18-34s were less concerned (49 per cent). That consumers care about the environment is good news for the can which is 100% recyclable and made from permanently available materials. Encouragingly, 74 per cent are aware of this and believe that all, or the majority of recycled cans are made into new products. Just 1 per cent thought that beverage cans are not at all recyclable. Tying closely to this statement, 68 per cent of people would like to be able to recycle more in their workplace. Outside of the workplace, 78 per cent said they would be more encouraged to recycle if there were more recycling bins in public places.

6 CONCLUSION Young Canned Drinks Consumers 14-17s have a high frequency of purchase of cans vs. other age groups with 30% stating buying once a day / most days. This is expected, given the rise in the consumption of canned energy drinks between 2007 and s are mostly consuming cans at home occasions. The results of the research reveal a positive story for the canned drink. There s a definite upward trend in popularity for the can with particular markets, energy/sport drinks, driving can market growth. Keeping a good taste/temperature is the key benefit sought when consumers choose drink packs. Second is convenience, followed by recyclability and looks; in each of these areas the performance of cans against other packs has improved. For those responsible for the production and marketing of canned alcohol and/or soft drinks, the insights provided by this research can be used to support marketing strategies, to identify which demographic groups to target in order to drive growth and which key occasions to capitalise on. To learn more about the beverage can industry in the UK, visit