As shoppers seek more affordable beverage options while maintaining their desire for added functionality, beverage producers must adjust their branding and messaging around premium quality, health attributes, and responsible packaging, according to an article in Packaging Technology Today, authored by Moira Stein, Insights & Strategy Specialist at Berlin Packaging.
Stein cited four trends shaping beverage packaging design. Non-alcoholic beverage brands can leverage these trends to gain market share and grow revenues.
· Hydration. "Increased focus on health and wellness is changing how consumers stay hydrated, driving interest in products beyond plain water," reports Stein. "Brands are diversifying their portfolios to include water beverages with added ingredients like vitamins and minerals, water mixers, and water syrups. New hydration products allow for unique packaging shapes and new formats. For instance, Stur water enhancers use a custom bottle that is overtly fruit-inspired." The squeeze-bottle shape mirrors the canted orientation of the Stur logotype and leaf device, with an off-center neck and dispensing valve closure.
· Sugar Reduction. "Health-conscious consumers want to reduce their sugar intake and are purchasing low/no sugar beverages," notes Stein. “Last year saw the largest volume declines in categories perceived high in sugar, including carbonates, juices, and still drinks. Within the energy and sports drinks categories, low-sugar products were the fastest-growing segment in 2023. Sugar has always been considered an indicator of a product's 'healthiness,' and brands are exploring alternative ways of adding sweetness, including natural flavors and elevated flavor combinations."
· Category Crossover. "Over the last several years, there has been a continuous rise in multi-functional beverages that combine physical, emotional, and mental health benefits," explains Stein. "As consumers demand multi-functionality, the lines between beverage categories are blurring. With beverage categories overlapping, package design becomes increasingly important to prevent consumer confusion. Color, sub-branding, benefit claims, and other design elements can help differentiate between products, quickly communicate functional benefits, and improve shop-ability."
· Plastic Optimization. "Rigid plastics account for more than half of American soft drinks packaging; however, consumer demand for sustainability and government regulations around single-use plastic will impact the use of PET over the coming years," predicts Stein. "Many states have passed plastic packaging legislation. For example, California's Plastic Minimum Law AB793 requires plastic beverage bottles from beverage manufacturers sold in the state to contain at least 25% post-consumer recycled (PCR) plastic by 2025 and 50% PCR by 2030."