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Growth Strategies in Packaging Food and Drink to 2007: Identifying the Key Market Sectors
Business Insights, April 2002
Table of ContentsGrowth Strategies in Packaging Food and Drink to 2007: Identifying the key market sectorsExecutive Summary 14Introduction 14Market analysis 14Key market sectors 14Industry case studies 15Supplier profiles 15Industry survey 15Conclusions 16Chapter 1 Introduction 18Summary 18Introduction 18Packaging has a vital role to play in today’s food and drinks markets 19Market drivers for the industry 19Opportunities are there to be taken 20Strategies in the marketplace 20Chapter 2 Market Analysis 24Summary 24Introduction 24Overview of the European market for food and drinks packaging 25Food and drinks markets dominate the packaging industry 26Paper and board leads the way in food packaging, followed by plastics 27Metal and glass dominate packaging for alcoholic drinks 28It’s not all bad news for plastics 31Glass has associations with premium quality 32PET leads in the packaging of non-alcoholic drinks 33Packaging production for the European fo od and drinksmarkets 34Metal packaging production in Europe 34Beverage can markets produce positive results 36Beverage can manufacturers promote efficiency savings 37Food cans lead production of light metal packaging 38Steel packaging production – beverage cans and aerosols continue to increaseshare 38Glass packaging promotes ‘class’ 39Production volumes increase despite light weighting initiatives 40Plastics packaging production in Europe 41PET leads the way for European plastics production 43Paper and board packaging production in Europe 44Case materials drive growth in paper packaging consumption 45The European market for food and drinks 48The European food and drinks market 48The European bakery and cereals market 50The European confectionery market 53The European dairy market 55The European snacks market 58The European alcoholic drinks market 61The European non-alcoholic drinks market 63Chapter 3 Key Market Sectors 68Summary 68Introduction 69Developments in kids’ packaging of food and drinks 70What are the implications for kids’ food and drinks packaging? 71The purchasing power of kids is increasing 72There is no standard market for kids’ packaging 73Retailers place pressure upon manufacturers 73Visibility and character licensing are being used more effectively to appeal to kids 73Interactivity and functionality are used to appeal to parents and children 75Event-led sports packaging reduces the risk of innovation 76Developments in convenience packaging of food and drinks 77Time is (worth more than) money… 77…But not at the expense of health 78The concept of fixed mealtimes is a thing of the past 78New breakfast needs have led to packaging innovation 79New formats have made cereals into snack products 80The demand for both convenience and quality is driving growth at lunch anddinner 80There can be perceived problems with large pack sizes 81Regional variations influence on-the-go packaging 81Beware of ‘one size fits all’ strategies 83Perceptions of convenience in soft drinks 84The increasing use of plastic bottles in soft drinks packaging 85Technological advances in PET facilitate pack extensions 86Development of resealable packaging 86Beverage cans remain a major player 87Developments in ‘smart’ packaging 87What is ‘smart’ packaging? 87‘Smart’ packaging to take off 90‘Smart’ packaging applications 91‘Smart’ packaging in paper 91‘Smart’ packaging in plastics 92‘Smart’ packaging in cartons 92‘Smart’ packaging in food and beverage cans 92Battery-powered packaging leads innovations in marketing 93Chapter 4 Industry Case Studies 97Summary 97Introduction 97Blue Parrot Café 98Developing the brand 98Product commitments mix variety and nutrition with fun and interactivity 99Expanding the product range beyond food and drinks 100An overwhelming success 101Convenience leads Perrier to PET bottles 101Demand for greater convenience prompted change 102SWOT Analysis for Perrier in PET bottles 103Self-heating beverage cans for Nestlé 105Vending machines prompt strategic review 105The technology behind the product relies on a chemical reaction 105The road is long and winding 106Benefits, but at what cost? 106Chapter 5 Supplier Profiles 109Summary 109Introduction 109Corporate developments 110The number of market players continues to fall 110Company profiles 112Alcan Packaging 112Products and services 112Markets served 112Company performance 113Key people 113Company contact details 113Company locations 113BSN GLASSPACK 113Products and services 113Markets served 114Company performance 114Key people 114Company contact details 114Company locations 114Crown Cork & Seal 115Products and services 115Markets served 115Company performance 115Key people 115Company contact details 115Company locations 116DS Smith Group 116Products and services 116Markets served 116Company performance 116Key people 117Company contact details 117Company locations 117Elopak 118Products and services 118Markets served 118Company performance 118Key people 118Company contact details 118Company locations 119Impress Metal Packaging 119Products and services 119Markets served 120Company contact details 120Company locations 120Owens-Illinois 120Products and services 120Markets served 121Company performance 121Key people 121Company contact details 121Company locations 121Pechiney 122Products and services 122Markets served 122Developing plastics capabilities is been a key strategy 111Company Performance 122Key people 122Company contact details 123Company locations 123Rexam 123Products and services 123Markets served 123Company performance 124Key people 124Company locations 124Rockware Glass 125Products and services 125Markets served 125Key people 125Company contact details 125Company locations 125RPC Group 126Products and services 126Markets served 126Company performance 126Key people 126Company contact details 126Company locations 127Saint-Gobain 127Products and services 127Markets served 127Company performance 127Key people 127Company contact details 128Company locations 128Schmalbach-Lubeca 128Products and services 128Markets served 128Company performance 129Key people 129Company contact details 129Company locations 129Tetra Pak 130Products and services 130Markets served 130Company performance 130Key people 130Company contact details 130Company locations 131United Glass 131Products and services 131Markets served 131Company contact details 131Company locations 132Chapter 6 Industry Survey 135Summary 135Introduction 135The packaging industry in 2002 136Plans for 2000 still on course 136Convenience packaging leads the way 138UK leads the way in pack innovations 139Kids’ packaging in 2002 and 2007 140Manufacturers believe kids view character licensing as key 141Convenience packaging in 2002 and 2007 146Drinks and snacks lead growth for convenience packaging 146‘Smart’ packaging in 2002 and 2007 150‘Smart’ packaging to take off in a big way 150The packaging industry in 2007 155And the winner is… 155Keeping pace with new technologies in 2007 155Focus on environmental issues will return 156Packaging strategies survey respondents 157Chapter 7 Conclusions 161Summary 161Introduction 162Future trends in food and drinks packaging 162Packaging materials battle for market share 163Greater dependence on ingredients and packaging companies 164Opening up to the consumer 165Visual stimuli will drive growth in drinks 165Edible packaging the next step? 165The impact of an ageing population 166Corporate consolidation set to continue 166Key packaging segments of the next five years 167Kids’ packaging gets healthy 167Convenience packaging drives growth 168‘Smart’ packaging increases in importance 169Forecasting the European market fo r food and drinks 169Dairy products lead but non-alcoholics drinks drives growth 170Forecasting the European bakery and cereals market 172Forecasting the European confectionery market 173Forecasting the European dairy market 174Forecasting the European snacks market 176Forecasting the European alcoholic drinks market b 177Forecasting the European non-alc oholic drinks market 178Chapter 8 Appendix 182Primary research methodology 182Terms and abbreviations used in this report 182Food and drinks segmentation table 184Index 188List of FiguresFigure 2.1: Packaged beer, Western Europe and Turkey, 2000 30Figure 2.2: Carbonated soft drinks packaging, Western Europe and Turkey, 2000 34Figure 2.3: Western European glass container production, share (%), 2000 40Figure 2.4: Segmentation of the European food and drinks market by product according to value, 2001 49Figure 3.5: Drivers of increased purchasing influence 72Figure 3.6: Push and pull drivers of on-the-go consumption 83Figure 3.7: Importance of ‘smart’ packaging to the drinks markets in 2002 90Figure 3.8: Importance of ‘smart’ packaging to the ambient meals markets in 2002 91Figure 3.9: Self-heating cans – a new idea? 93Figure 4.10: Branding choices for the Blue Parrot Café 99Figure 4.11: Blue Parrot Café promotes learning 100Figure 4.12: Blue Parrot Café pack examp les 100Figure 4.13: The 500ml PET bottle for Perrier, launched in August 2001 102Figure 4.14: SWOT analysis of Perrier 500ml in PET 103Figure 4.15: Nestlé’s self-heating steel can 106Figure 6.16: Economic downturn: cutbacks in long-term planning and development projects? 137Figure 6.17: Economic downturn: orders for new products have slowed 137Figure 6.18: Economic downturn: prices have changed to reflect market conditions 138Figure 6.19: Economic downturn: businesses are concentrating more on short-term deliverables 138Figure 6.20: Most forward thinking countries for packaging innovations 140Figure 6.21: Predicted growth in the kids’ food and drink packaging market in 2002 140Figure 6.22: Significance of kids’ packaging on the list of priorities of food and drink industry professionals: five years ago and in five years time 144Figure 6.23: Significance of character licensing on the list of priorities of food and drink industry professionals: five years ago and in five years time 145Figure 6.24: Predicted growth of kids’ packaging market in 2007 145Figure 6.25: Growth markets for convenience packaging in 2002 146Figure 6.26: Growth markets for convenience packaging in 2007 147Figure 6.27: Significance of convenience packaging on the list of priorities of food and drink industry professionals: five years ago and in five years time 149Figure 6.28: Growth predictions for convenience packaging from a consumer’s perspective in 2007 149Figure 6.29: Significance of ‘smart’ packaging on the list of priorities of food and drink industry professionals: five years ago and in five years time 150Figure 6.30: Importance of ‘smart’ packaging to frozen food markets in 2002 151Figure 6.31: Importance of ‘smart’ packaging to frozen food markets in 2007 151Figure 6.32: Importance of ‘smart’ packaging to the drinks markets in 2002 152Figure 6.33: Importance of ‘smart’ packaging to the drinks markets in 2007 152Figure 6.34: Importance of ‘smart’ packaging to the snacks markets in 2002 153Figure 6.35: Importance of ‘smart’ packaging to the snacks markets in 2007 153Figure 6.36: Importance of ‘smart’ packaging to the ambient meals markets in 2002 154Figure 6.37: Importance of ‘smart’ packaging to the ambient meals markets in 2007 154Figure 6.38: Significance of NPD/Research budget on the list of priorities of food and drink industry professionals: five years ago and in five years time 156Figure 6.39: Significance of environmental issues on the list of priorities of food and drink industry professionals: five years ago and in five years time 157Figure 6.40: Industry sectors of Packaging Strategies Survey respondents 158Figure 6.41: Experience of respondents in the food and drink/packaging industries 158Figure 7.42: Segmentation of the European food and drinks market by product according to value, 2005 171
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