Key Trends for Beverage Packaging Market in the U.S.

Unlike solid food products, packaging liquid or semi-liquid substances can be challenging. A simple container cannot suffice packaging needs for a variety of beverages. And, the strength of such containers does not ensure safe packaging as the beverage inside may not remain intact from all the mechanical jerks suffered during handling, transportation and shipping processes. Innovative packaging solutions might resolve these concerns, but beverage-making companies may not adopt them due to the added production costs. The pace at which beverages are consumed in the United States, it is necessary that the country’s packaging mechanism reforms itself and serves the purpose of keeping every consumable fluid intact.

Beverage packaging industry in the US is awaiting innovation that not only appeals customers, but also reduces the packaging costs to necessary minimum. Scouting through machines, packaging companies in the US are becoming restless about their incapability to overcome existing restraints. Packaging Machinery Manufacturing Institute (PMMI), most commonly addressed as The Association for Packaging & Processing Technologies, is a trade organisation comprising of a majority of leading as well as nascent players in the packaging industry across Canada, Mexico and the United States. PMMI’s efforts to revolutionise commercial packaging for all its members has reinforced the emphasis of technological trends in containing solutions.

More functionality and lowered breakage potential are two tough tasks scorching the present packaging mechanism for beverages. Operational feasibility is equally crucial, but has been achievable in the past. Attractiveness of beverages solely depends on the container design, and consumers in the US have always had an eye for that uncanny bottle on store shelves. Be it Pepsi, Coke or any other beverage giant based in the US; they all have tripled their sales figures by smartly remodelling the container designs and re-launching them as an upgraded version to the previous product range. Even when the vast consumer base in the US knows very well that these “upgraded” products might taste the same as old ones, or in fact be quite identical in every other aspect, they’d still be buying them just for those engaging bottle design.

Similar case studies prove how it is important for companies to identify the key trends governing consumption of beverages and incidentally impacting the demand for advanced packaging solutions. Some of the present key trends in the beverage packaging market of the US include,

  • Container Openings: Defining diameters of the openings has been a crucial manufacturing trend for beverage packaging over the years. In the US, consumers have generalised this trend by opting for bottles with small openings. For wines, beers and other liquor products, their decanters continue to have small openings, and yet their consumption hasn’t been adversely affected. This clearly indicates that premium beverage manufacturers shall continue to keep the top openings of bottles or cans at a size suitable for spill-proof pouring into a glass or drinking directly.
  • Aspect Ratio: Even though consumers in the US prefer smaller bottle openings, their expectation for the size of bottle knows no limits. In terms of dimensions and size of bottles, the aspect ratio can vary on the basis of beverage-type, company and production costs. Portion control assessment is essential for beverage packaging companies in order to avoid containment of surplus volumes. Newer designs and sizes of beverage bottles will most certainly attract consumers and immensely influence the sales figures; a strategy commonly selected by leading beverage companies in the US for hiking consumption revenues.
  • Recyclability: Since plastic is the dominant packaging material for beverages in the US, manufacturers produce bottles that can be easily recycled and reused in the future. It also induces higher preference to plastic over glass, owing to low recycling costs for polymers.
  • Texture Feel, Labelling & Graphics: The young demographics in the US are more inclined towards buying a beverage that feels right. While others feel it’s overrated, the “texture feel” trend has stimulated impulsive buying among several youngsters from the US. The fine granular texture on beer bottles not only enhances the grip, but also endorses the brand factor. Similarly, coloured labels and graphics are also instrumental in deciding which beverage books a place in the consumers’ refrigerators. And, almost every other beverage maker will agree how a signature yet humorous graphic in an appealing shade has defined their status in the US beverage industry.
  • Resale Potential: The US beverage companies are exploring implementation of different moulding techniques and various packaging material such as thin aluminium or compounded polymers to reap revenues from resale of used cartons and bottles.

Global Market for Beverage Packaging

In the global market for beverage packaging, North America & Western Europe are expected to be among the leading regions, with an approximate 24% share each, in terms of consumption volumes. The largest contributor for global beverage packaging market is estimated to be the Asia Pacific excluding Japan (APEJ) region. Valued at US$ 48 Bn in 2015, the APEJ region will continue to dominate the global beverage packaging market during the forecast period 2015-2025.

The information presented in this article is based on a market study by Future Market Insights. A no-obligation sample of the report is available upon request at


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