Views: 0 Author: Site Editor Publish Time: 2024-08-08 Origin: Site
Unexpectedly, the size and size of the beverage package has become the "social currency" of young people.
On Weibo, the topic of large beverage packaging was frequently searched. At the time of writing, the topic "Why #1L packaging has become a social currency for young people" has been read by more than 69 million people, and other related topics have been read by more than 1 million people.
Smaller packs hold higher amounts of heat. For example, small packages of Oriental leaves are very popular, and some netizens even DIY 335ml Oriental leaves into small packages. The post, titled "The smallest Oriental Leaf on the Internet", garnered 30,000 likes, more than 1,900 favourites and more than 1,000 comments.
And the soul of the net friend asks -- who is the audience of 100ml drink? Many people commented: "This cute little package just wanted to taste", "super cute even if you buy it and don't drink it"...
Size packaging is hot, and more and more brands begin to make the packaging bigger or smaller. "Value and small packages are driving growth across the beverage industry," Yu Jian, general manager of Kantar Worldpanel Greater China, said at the FBIF2024 Food and Beverage Innovation Forum.
According to Nielsen IQ "Trends and Prospects of China's Beverage Industry in 2024", 600ml-1249ml large ready-to-drink beverages have become a new growth point of the beverage industry in recent years.
In recent years, both traditional brands and emerging brands have indeed made a big fuss on packaging specifications. Apart from introducing packs of around 500ml, they also introduced large packs of around 1L or small packs of around 300ml.
For example, Oriental Leaves, in addition to 500ml packaging, also launched 900ml and 335ml packaging;
Why did the package sizes of these brands start to get larger or smaller? Behind the change of packaging specifications, what kind of market demand corresponds to it?
Big and small beverage packaging is nothing new. But in recent years, consumers have paid more and more attention to large and small packaging. In order to meet the needs of consumers, many brands began to "work hard" on packaging specifications.
FBIF visited many places and found that 900ml of Oriental gerberia leaves could be found everywhere, whether in large supermarkets or township retail store
In recent years, there are many products that come in larger or smaller packages. For example, Huiyuan will launch 2L high-capacity barrels in 2022. When Dongpeng Beverage launched its new product "Rehydration" in January 2023, it launched 555mL and 1L packaging specifications at the same time; Youcong Gas also launched a 2L large package this year.
In fact, large packages of around 1L and small packages of around 300ml have not appeared in recent years. In the past, brands such as Tingyi, Uni-President, Coca-Cola and PepsiCo had different specifications of packaging as early as 2019. Compared with the past, it can be found that there is an obvious change. The size of packaged drinks is no longer limited to fruit juice and carbonated drinks, but begins to shift to sugar-free tea, energy drinks, fruit tea and other sub-categories of drinks
Beverage packaging specifications change, not only limited to the domestic market, looking at the international market, beverage packaging is also becoming larger or smaller.
In 2019, Coca-Cola launched 350ml and 700ml bottles for the Japanese market. On its website, Coca-Cola explains why the new packaging is being introduced -- in response to Japan's low birth rate, aging population and increasing number of small families, 350ml of Coke is suitable for one person, 700ml is suitable for two people to drink. [2]
Photo credit: Coca-Cola Japan official website
The 900ml Pokuang Li water has been on the rise in Japan in recent years. According to Otsuka's staff, "since the end of last year, the sales volume has increased by double digits every month." [3]
British beverage brand MOJU launched the Booster series in 60ml packaging in 2016, followed by 420ml packaging in 2023 to meet the different needs of consumers.
Photo credit: amazon
Chinese outbound brand McDovey has also spotted the trend of large packaging of sugar-free tea in the international market. In order to meet the needs of both the Chinese and American markets, McDovido chose a 750ml oversized package. In November 2022, McDovedo simultaneously launched 750ml "Great Oolong Tea" in China and the United States. [4]
In the North American market, the trend of larger beverage packaging has even been transmitted to the upstream industry. Ron Skotleski, vice president of sales and marketing for the North American beverage division of Crown Holdings, a metal packaging producer, said in an emailed statement: As a result of consumers' health concerns, we can see a significant increase in the sales of 7.5-ounce cans in some segments of beverages, and the consumption of these small drinks makes consumers feel less guilty. [5]
From the reasons for the change of packaging in foreign markets, it can be found that whether it is large packaging or mini packaging, behind the change of beverage packaging, it is actually the brand that is catering to the changing needs of consumers and wants to sell well. What are the specific changes in the purchasing preferences of consumer groups in the domestic market?
In the North American market, the trend of larger beverage packaging has even been transmitted to the upstream industry. Ron Skotleski, vice president of sales and marketing for the North American beverage division of Crown Holdings, a metal packaging producer, said in an emailed statement: As a result of consumers' health concerns, we can see a significant increase in the sales of 7.5-ounce cans in some segments of beverages, and the consumption of these small drinks makes consumers feel less guilty. [5]
Large packaging can also meet consumers' sharing needs, meet consumers' emotional value and other diversified needs. In this way, the first 1L and 2L large packages of drinks tend to focus on family gathering scenes and emphasize "sharing", which is still applicable today.
The launch of large packaged drinks caters to the change of consumers' consumption preferences (consumption return to rationality, the pursuit of cost-effective) and the demand of broadening consumption scenarios, and also enables consumers to have diversified choices of specifications
Small packages are making a comeback, designed to fit in your pocket and endear people
Back then, brands started pushing smaller packages even earlier than larger ones.
Coca-Cola was one of the relatively early brands to introduce smaller packages in the Chinese market. In 2018, Coca-Cola began offering 200ml mini-can packages. In addition, in the Chinese market can also see the 300ml mini bottle of Coca Cola and 330ml modern can.
Since then, by 2019, many food and beverage brands have launched small packaging to meet the "cute economy" wind, such as Yuanqi Forest's mini can of sparkling water. This wind also blew to the new tea drink track, a little, tea and so on also launched "mini cup" milk tea.
Beverage packaging presents a trend of small packaging development, the reason is that small packaging is very suitable for carrying out, but also can be put in women's bags, so fruit juice, carbonation and other small packaging products are becoming more and more popular.
In addition, consumers pay more and more attention to health. Even for high-calorie drinks, small packages can reduce the caloric burden of consumers and meet the demand for sugar reduction. With cleaner ingredients, small packages can be consumed within a day without preservatives, avoiding the risk of spoiling.
"Understanding the needs of male and female consumers can help us better plan new products and product portfolios," Yu said in his speech. Looking back, whether the package is bigger or smaller, its core is to meet the needs of consumers, and the ultimate goal is actually to "sell well".
content is empty!