2007年飲料(yinliao)工業調查報告BeverageIndustry's2007PackagingSurveyByCATHERINEPENNProcessorsconsiderpackagevarietyaninvestmentforsuccessWhataccountsfor30percentofthecostofadrink?Yes,packaging—butthatwordincludesmanyaspects.Forexample,considershape,thechoicebetweenbottleorcan,theclosures,labelsandsecondarypackagingmaterials,aswellasthe''green"issueandsustainabilityconcerns.BeverageIndustry'sBeveragePackagingSurveyinvestigateswhyspecifcpackagesarepopularandwhichmaterialscomplementcertaindrinks.Thesurveydiscusseswhatisimportantforpackagesatretail,aswellashowandwhybeveragepackagingmaterialswillevolveduringthenextfiveyears.Thisstudyshowstheextenttowhichbeverageprocessorsareincorporatingsustainabilityintotheirpackaging.Also,thereport'sanalysisofmotivesanddriversforincreasinguseofcertainpackagingmaterialsvs.othersoffersprocessorstheopportunitytoconsidertheirdirectionincomparisontotheindustry'sgeneraldirectionduringthenextfiveyears.PrimarypackagingIt'saslam-dunkforPET.Nineof10softdrinkmanufacturers,juiceprocessorsandwaterbottlerswillincreasetheamountofPETtheyuseduringthenextfiveyears.Itdoesnotseemtomatterthat75percentexperiencedapricehikeforPETthisyearcomparedto2006.OneofthemaindriversforusingmorePETisconsumerpreference.PETisseenasatrendyalternativetoaluminumcans.''TheproductvolumegrowthwillcontinueandPETisthepackageofchoice/'verifiesajuiceprocessor.Primarybeveragepackaging%ofprocessorsEncreasin-gusage.7007-2011PETGlAssAlumirvumcanshopeReasonsforusingmorePET2007to2011日*Beveragepr&ce&sfltjusingmorepetduringtrwrwxl5years“PETpackagingisbecomingmorepopularbecauseoftheabilitytoreseal,"saysamarketer.The“potentialcostsavingsforfreightandconveniencetoconsumers,"motivatesawineryrespondenttolookatPET.We're“movingoutofcansinvendingwhereverpossible—bettereconomics,"explainsasoftdrinkmanufacturer.Alcoholbeveragesseemtopresentbestinglass,butPETisastrongalternative.Glassisusedbyalmostallalcoholbeveragemanufacturers,and61percentplantousemoreduringthenextfiveyearsinresponsetocustomerdemand.Almostallwineriesanddistillerieshaveexperiencedapriceincreaseforglassthisyearcomparedtolast.Butthisisnottheexperienceatbreweries,wherehalfreportnosuchpenalty.Inadditiontosales,processorslikethemessageglassgivestoconsumers.Glasshasa“gourmetlook,naturalfeelingandinspiresquality,"explainsabottlerofal-naturaljuices.“Glassbottlesmatchourpremiumbrandfocus,whilealsomatchingagrowingneedamongorganics,"saysawaterbottler.Currently,almostallsoftdrinkmanufacturersusealuminumcans,butmorethanhalf—54percent—areplanningtocutbackinthecomingyearsinfavorofPETbottles.Thedatasuggestthatsoftdrinkscouldretailinavarietyofpackagematerialsduringthenextfewyears.Weare“decliningouruseofcansandincreasingPET,"isthemessagefromoneglobalsoftdrinkmanufacturer.PETisthe“preferredpackagebycustomerandcost,"explainsanotherwhoanticipateschangesahead.MostgrowthinHDPEwillcomefromdairieswhere90percentwillbeincreasingtheirusagethrough2011,largelydrivenbysalesandgrowth.Thisyear,78percentofdairiespaidmoreforHDPE.Asepticpackagesareusedby16percentofbeverageprocessorsacrossallcategories—butnocategoryusesasepticexclusively.Whilejuiceprocessorshavethehighestuseofasepticpackaging,thereisnoconsensusaboutwhatwillhappenduringthenextfiveyears.Halfwillbuymore;theotherhalfexpecttousethesameorlessfromnowto2011.Mostprocessorsusingasepticpackagingreportpricesholdingsteadythisyear.Aseptic''takestheneedforcoldstorageoutofthedistributionchainandalsoimprovesshelflife,"explainsajuiceprocessor.''Wewouldliketoentertheasepticjuiceboxmarketforfoodserviceandkids,"saysanothernaturaljuiceprocessor.日站玦：8overage-processorswi1hmor-othanSIMEiIlionInrewnuoAtthistime,thisstudyfinds3percentofprocessorsusingPLAbottles.Oneprocessorwouldlike“morePLAandatmoreeconomicalpricing."FinishingtouchesPlasticscrew-topisthemostpopularclosureforsoftdrinks,juices,bottledwateranddairybeverages;andmetalcrownsarepreferredforenergydrinksandbeer.Wine—goeswithoutsayingreally—isalmostalwayscork.Lookingatallprocessorsinallcategories,pressure-sensitivelabelsareusedby57percent.Cut-and-stackaswellasshrinksleevelabelsoftenareusedbylargerprocessors.Twoofthreeusecut-and-stackandhalfuseshrinksleeve.Oneprocessorrespondingtothesurveyuses“corn-basedshrinksleevelabels."Thetwomostpopularsecondarypackagingmaterialsarepaperboardandshrinkwrap.Paperboardisprettymuchubiquitous,usedby86percentofbeverageprocessors,andusedexclusivelyby63percent.Shrinkwrapisusedby61percent,ofwhichaquartersayshrinkwrapistheirpreferredchoice.Duringthenextfiveyears,processorswillincreasetheiruseofshrinkwrapandflexiblepackaging.Ontheotherhand,useofpaperboardandring-topcarrierswillremainatcurrentlevelsordecrease.Overall,41percentofprocessorsplantoincreasetheiruseofpaperboardboxesthrough2011,36percentplantoholdsteady,and18percentwillcutback.Asmallmajority—53percent—paidmoreforpaperboardthisyearcomparedtolast.Anincreaseduseofpaperboardreflectssalesandgrowth;but,comparedtoresponsesaboutshrinkwrap,thispackagingisnotnecessarilypreferred.Fifty-onepercentofmanufacturerswithmorethan$100millioninannualrevenueexpecttokeeptheiruseofpaperboardboxesatcurrentlevelsthrough2011.Twenty-sevenpercentwillcutbackonpaperboard.Thedatasuggestthatshrinkwrapisthegrowthtrendinsecondarypackagingmaterialsfordrinks—eventhoughmoreprocessorscurrentlyusepaperboard.Two-thirdsof

processorsuseshrink-wrap,andaquarteruseitmostoften.Moreover,68percentofmanufacturersusingshrinkwrapplantoincreasetheamounttheyuseduringthenextfiveyears.Thiscomparesto41percentincreasingtheiruseofpaperboard.Labelingusedbylargerprocessors8tvOfficeprKCSSOrswitliieiofc1鈴百山S-tOOmilHorhmar>nvaErflvciMJOSecondarypackagingusage四perM該rdShrink^i-ap四perM該rdShrink^i-apFlexible斜噂瞄:中。？Ring-Lop■carii&ra%afrespondentsWhilegrowthandsalesdriveusagemostofthetime,shrinkwrapispreferredby37percentofrespondents.Processorssayshrinkwrapcostsless,looksgreat,iseasytouseandisthenextgenerationofpackaging.Afewindicatedtheyuseshrinkwrapbecauseitmeansusinglesscorrugated.Shrinkwrapisan“inexpensivesolutiontobundlingrequirements.Newprintingtechnologiesallowacustomappearance,"explainsoneprocessor.“Theshrinkwrappackagesgivetheconsumerabetterlook/'saysanother.''It'scheaperanddisplaystheproductbetter/'addsanother.However,theenthusiasmforshinkwrapcouldshrivelslightlywithconsistentpricehikes.Two-thirdsofmanufacturersexperiencedacostincreaseforshrinkwrapthisyearcomparedto2006.Othersecondarypackagingmaterialsarelesspopularatthistimecomparedtopaperboardandshrinkwrap.Overall,33percentofprocessorsusering-topcarriersand23percentuseflexiblepackaging.Mostprocessorsplantokeepring-topcarrierusageatcurrentlevelsduringthenextfiveyears.Flexiblepackaging,however,cananticipategreatergrowth,with57percentofprocessorsplanningtousemorethrough2011.Flexiblepackagingisadmiredbecauseitstandsout,hasvarietyandisconvenient.Plus,mostprocessorshavenotexperiencedapriceincreasewithflexibleinthepast12months.''VolumeisincreasingsteadilyonallSKUsthatuseflexiblepackaging/7saysaglobalmanufacturer.PackagesizesNinetypercentofprocessorshavemultiplepackagesizesfortheirmostpopularbeverage.Havingmorepackagesizesrepresentsthepast,currentandfuturetrendsinbeveragepackaging.Almostallprocessorshavemultiplepackagesizes,and40percentreportanincreaseinthevarietyofpackagesizesinthepast12months.Thistrendwillcontinueas44percentplantoaddnewsizesin2007.Thedatashowthatahighervarietyofpackagesizescorrelatespositivelytoprocessorswithmorethan$100millioninannualrevenue.ItalsoisinterestingtonotethataluminumcansandPETaremostoftenassociatedwithpackagingvariety;glasstypicallyhastwoiterations.Processorsconsiderpackagevarietyanimportantinvestmentforsuccess,andthesurveyaskedthemtoexplainwhythiswasso.Fifty-threepercentmentionedcustomerdemandandsalesasthedriver.Also,26percenthaveamarketingreasonthatincludesattractingnewcustomers,expandingabrandandproductdifferentiation.Inaddition,18percentmentionedthatvarietycreatesoptionsand''occasions"formoreuse.Anewpackagealsoisawaytore-launchabest-sellingbeveragetoanewsetofconsumers.Packageproliferation%ofrespondents

Ajuiceprocessorreports''increasingdemandforsmall-sizedpackagingasorangejuicepricinghasincreased.Acompanythatoffersdrinksinvarioussizesofaluminumcanswantsto''meetconsumerexpectationsandkeepconsumerswithinourbrand'sfamilyofproducts"byofferingare-sealablecanproduct.Awaterbottlerfinds''newequipmenthasallowedusbroaderrangesofbottling/7Thisstudysuggeststhatofferingbeveragesinvariouspackagesizesisanasset.Aprocessor,whohasthecapabilitytocreatevarioussizesandisnotdoingsoshouldconsiderthatabilityanunderexploitedassetatthistime.PackagesatretailWhat'simportantforapackageatretail?Intwowords:presentationandpreference.Thesetwoconsiderationsareslightlymoreimportantthancost.Atleast90percentofprocessorsagreethatpresentation,consumerpreferenceandcostareveryimportantatretail.Otherpackageissueshavelessimpactonretailatthistime.However,giventhecurrentdesireforinvisiblecarbonfootprints,efficienciesandsustainabilityarelikelytobecomemoreimportantinthenearfuture.Currently,distributionefficienciesareconsideredveryimportantby53percentofprocessorsandsomewhatimportantby44percent—afewconsiderthisnotimportant.SustainabilityintentionsGreenplans

intheworksNoplansfor

goinggreenCurrentlyusinggreenpracticesGreenplans

intheworksNoplansfor

goinggreenSustainabilityNoteveryoneis“green"atthistimebutmanyexcitingprojectsareinthepipelineforbeverageprocessorstoconsiderinthecomingyearsasconsumersbegintodemandmoresustainableoptions.Currently,39percentofallbeverageprocessorshaveincorporatedsustainabilityintotheirpackaging.Butthispercentagewillballoonduringthenextfiveyearsasallmanufacturersrespondingtothesurveyplantobecomemore“green."

Reasonsfor^oinggreen■曰ocessiM咨卻*咬weiw&iporafed憶inabilitym!otheirpackagingR理蟠晩□盾nni?立馳g度xEightypercentof“green"processorsand61percentofprocessorswith“green"plansbelievethatsustainabilitywillresultincostsavingsinthelongterm.Inotherwords,manufacturerswhohavealreadyincorporatedsustainabilityintobeveragepackagingprojectcostsavings,sotheviewfromtheenvironmentallyfriendlyis“moneysaved."Infact,thepotentialforcostsavingsexceedsanypressurefromconsumersatthistime.Eightypercentofprocessorsexpectcostsavingsfromsustainability.Thiscomparesto60percentanticipatingthatconsumerswilldemandsustainability.Itisimportanttonotethata“green"attitudeatbeveragecompaniesisdrivenfromthetop.Uppermanagementleadsthewayinmandatingpackagingsustainability.Gr&enmidativesinbe\rer^gepackagingIlWhataresomeofyourpl^nstoimprovesustainability?"Processorswhohaveinaorporat-e<jsustainabilityintotheirpackagingProcessorsplanningto詞greenButifnotuppermanagement,thenWal-Mart.Thisstudyfindsthatabouthalfofallprocessorshavebeen“inspired"byWal-Mart'ssustainabilityscorecard.Amonglargerprocessors,thosewithannualrevenuemorethan$100million,62percentwillbemakingchangesduetoWal-Mart'sscorecard.Inaway,processorswhoalreadyincorporatesustainabilityintotheirpackagespointthewayforthoseintheplanningstageandthosewhohavenotyetconsideredsustainability.Themostnotableinstruction,then,isfor“green"plannerstounderstandthattheenvironmentaleffortneedstobedrivenfromthetop—evenifthetopisWal-Mart.GreenimplementationThisstudyshowsthatsustainabilityactivityinbeveragepackagingduringthenextfiveyearswillboom.Processorswhoalreadyaregreenwillbecomegreenerandprocessorsintheplanningstagewillcatch-uptothegreens.Inotherwords,processorscurrentlyintheplanningstagewillbebusierbecausetheyhavemoretodo.By2011,thedatasuggestthat90percentofprocessorswillimplementlight-weighting,usemoreecofriendlymaterials/inksandreducesecondarypackagingmaterials.Processorswereaskedtoidentifygreeninitiativesintheirmanufacturingprocesses.Recyclingisatthetopofthelistwith64percentofthevote.Thewayprocessorsdescriberecyclingshowsthatcardboard,paperboard,glass,PET,cans,HDPEandshrinkwrapareunderstoodtoberecyclablematerials.“95percentofourwastematerialsarerecoveredorrecycledlargelythroughourreturnablebottleordistributionsystem,"explainsabrewery.“Allrecyclablematerialsarecollectedandrecycledwithintheplant/offices.Consumerpackagingmaterialsthatarerecyclablehaveconsumerlabelingthatindicatessuchonthepackage,"istheviewfromaglobalfoodandbeveragemanufacturer.Adairyprocessorrespondentconsiders“glassastheperfectrecyclablematerial.Weuselabelingthatismoreeasilyrecyclable,andhavereducedboardmaterialsincases."“Recyclablepackaginghasbeenattheforefrontofwhatwehavedonesinceinception,"saysanotherdairybeverage-maker.Adding,“Thatiswhyweusereusableglassbottles.Weestimatemorethan700tonsofwastesavingssincewebeganbottlinginglass."“Weuse100percentrecycledpaperboardinourcardboardsix-pack,12-packandcasecartons.Werecyclealltheshrinkwrapandplasticusedinthefacility.WehavewontheWasteReductionAwardProgram(WRAP)awardsevenyearsinarow,"indicatedabreweryrespondent.Oneco-packerreports“transferoftemperatures,waterreclaiming,organicmaterials,grindingofPET,recyclingofglass,andrecyclingofcardboard,"inhislistofgreeninitiatives.Abrewerylists“reducedenergyuse,reducedemissions,reducedeffluent,reducedmaterialusage,potentialalternatematerialsandCSRtracking"asgreeninitiatives.“Recyclingwater,energyconservationandreuseofrecycledmaterialinprimarypackages,"aretheeffortsofasoftdrinkmanufacturertoreduceitsenvironmentalfootprints.“Microbrewinacantopreventglassbreakagebyconsumers,spentgrainwastegoestoanimalfeed,lookingatCO2recaptureinbrewprocessandlookingatwindforelectricalgeneration,"capturesactivitiesatanotherbrewery,whichislookingbeyondpackagingtofurtherreduceitsenvironmentalimpact.VeticalintegrationOverall,52percentofrespondentssaytheyareverticallyintegrated.Thedatashowaneffortamongtheseprocessorstomovepackagingmanufacturinginhouse.Currently,40percentmeettheirpackagingneedsinhouse,butinthenearfuturethiswillclimbto50percent.Who'sincharge?Almostallprocessorssaythatpackagingdecisionsincludeseniormanagement.Thisrecallsthefactthatgreenattitudes,initiativesandimplementationarealldrivenbyseniormanagement.Seventy-fivepercentofprocessorsincludeproduction,salesandmarketingintheirdecisions,and53percentincludepurchasing.Qualitycontrolisincluded43percentofthetime,R&Disinvolved39percentanddesign/engineeringassistwith35percentofpackagingdecisions.PackagingmanufacturingabilitiesProduce-Bottles(notprctomns)AISin-hcu^E白ise;SipercentProduce-Bottles(notprctomns)AISin-hcu^E白ise;SipercentCtM戲ra戦prOCMSOrsIhgr^nCv￡rt>C4ll/imtesrartedProcessorswereaskedwhatpackaginginnovationswouldhelpthemintheirbusiness,andone-thirdmentionedsomethingrelatedtosustainability.Thisincludeseco-friendlypackaging,easy-to-recyclematerials,lighte