We use cookies to provide you with the best experience when using this site. By continuing to use this site, you agree that we may store and access cookies on your device. How we use cookies x


Newsletters & Alerts

Sign up for free to specialist newsletters and the digital edition of Packaging Europe magazine


Packaging Europe magazine

Bi-monthly print publication


Contact Packaging Buyers

Talk to 47,000 European Packaging Buyers

Get Access

Packaging Suppliers Database

Instant, free access to our network of 53,000 Packaging Suppliers

Get Access

Beverage Trends and Innovations

Released: 04/02/2013 14:26:00
Author: Elisabeth Skoda
Read 9143 times

Elisabeth Skoda and Tim Sykes explore the latest trends and developments in the fast-moving beverage packaging industry.

See product and contact details of AB TETRA PAK.

View suppliers of similar products in the Packaging Network.

Going to Drupa? Visit our dedicated Drupa 2016 Site.

Petra Westphal from the German beverage trade show drinktec identifies four main trends as impacting on consumer behavior with regards to the beverage industry in industrialised countries.

"Firstly, the consumer is increasingly looking for 'natural' products made from natural ingredients and manufactured on a sustainable basis. Also, the consumer prefers products with health benefits. Thirdly, the drinking of the beverage has to be a pleasure. Last but not least, convenience is a strong factor. The packaging has to protect ever more sensitive beverages, be ever more precisely tuned to the point of consumption or purchase and conform with ever tighter regulations concerning its carbon footprint and sustainability," she explains.

Packaging mirrors society

The way beverages are consumed have changed dramatically in the recent past, on-the-go-consumption is a big factor, and habits of home consumption have also changed.

"Increasingly product packaging is becoming a mirror of society, it has to be tailored ever more precisely to specific needs," says Ms Westphal."With a sports drink, for example, the consumer expects a different size of packaging and a different type of closure to a probiotic yoghurt that in one sip delivers a daily dose of vitamins." The increasing number of singles also is an important factor. "In countries where there are many single-person households, the trend is more towards smaller packaging units than in countries where people have larger families."

An example of packaging developed in response to this kind specific consumption context is German company Drinkinbox's new bag in box system under the name of 'Table Fountain'. The name refers to the features of the new packaging.  No matter what position the container is in, Drinkinbox allows users to tap its contents. When using previously available Bag in Box systems it was either necessary to have a sub- frame to tap its contents or it had to be placed at the edge of a table or a sideboard. With Drinkinbox Table Fountain, liquids can be tapped right away in any position. A glass can be placed below the tapping device without the help of sub-frames or table edges.

At drinktec in Munich in September this year, a wide range of innovations will be presented to a global audience. "In terms of filling technology, aseptic will be a big topic at the show," Ms Westphal predicts. "With regard to sustainability, attention will focus on packaging made from renewable materials, and efforts to further reduce the ratio of materials used to packaging volume. Recycling and carbon footprint will certainly also be two big themes. drinktec covers as diverse a range as the beverages world itself."

On-the-go consumption

Global demographic shifts are driving changes to the ways, times and places in which people want to enjoy their beverages. Economic development is leading to a rise in consumers who lead busy lives away from the home, both in their professional and leisure time.

"One of the key demands from consumers has been to provide products which lend themselves to on-the-go consumption. Some of the key features that are sought after include the ease with which the consumer can drink straight from the carton, the ease of handling and the ability to reseal the package securely," Libby Costin, global portfolio marketing director at Tetra Pak, told Packaging Europe.

To meet this demand Tetra Pak has launched a range of new products recently.
"We have recently developed the new Tetra Brik® Aseptic Edge portion packs to deliver a convenient product for consumers and a flexible solution for customers," she explains.

Building on the success of the award-winning Tetra Brik® Aseptic 1000 ml Edge, the new Tetra Brik Aseptic 200 & 250 ml Edge packages provide the flexibility to consume on-the-go whilst also catering to the increasing number of single-person households. With a large sloping top and contoured side panels, the Tetra Brik Aseptic Edge portion packs deliver additional branding opportunities for customers and enhanced handling for consumers.

"Customers are increasingly seeking products that combine excellent design with practical features which deliver the best consumer experience, making necessary the innovation of  products which stand out on the competitive supermarket shelf through a unique shape or a package design, allowing our customers to maximise their branding opportunities," Ms Costin explains.
Ageing population
Demographic trends are impacting upon the requirements of retailers and brands in other ways. "Populations across many of our markets are ageing, especially in the developed world, so we are constantly assessing how we can improve the handling of our packages to ensure we help our customers meet the needs of this consumer group," says Ms Costin.
"An example of how we are developing our product portfolio to meet some of these demands can be seen with our recently launched Tetra Gemina® Aseptic Leaf package. The TGA Leaf builds on the functionality of the TGA Square package, known for its unique gable top, designed to achieve the best possible flow and providing the package with an elegant appearance. TGA Leaf maintains these key attributes, while the shape of the package body is new, with the addition of four leaf-shaped panels making it easier to handle but also ensures the product stands out on the crowded supermarket shelf."

Market fragmentation

Adding to the trends already mentioned, Caroline Archer from Crown Bevcan notices a continued growth in home consumption of alcoholic beverages across Europe. A troubled economic forecast, combined with a bumper year of sports in Europe in 2012 meant that many consumers decided to stay at home, and grab a chilled drink from the fridge. The growth in mixed drinks, such as gin and tonic, whisky and cola, vodka and fruit juices, packaged in metal cans, epitomises this trend as consumers entertain at home rather than visiting bars and clubs.

Another interesting trend is the continuing fragmentation of the beverage market, with new products being targeted very specifically at selected consumers. For example, where once energy drinks were targeted at an overall youth/sport market, they are now being designed and marketed for consumers that are health conscious, students, women, professionals, etc. This growth in diversity is driving increasing diversification in can sizes and can designs, as each brand seeks to reach its target through its packaging, and express its brand universe.

"In the current economic climate driven by consumers' 'buy in bulk and save' mentality, value products are on the rise, making the beverage industry experience an increased demand for multipacks," Ms Archer concludes.

Supply chain

In the current economic climate, customers are increasingly looking for ways to be more competitive in supply chain performance, including operational cost reduction, increasing operational efficiencies and quality. Customers also need the confidence that the appearance of the package containing their products will be the same throughout the supply chain, from the factory to the shelf. Ensuring that the package reaches consumers in good condition is not an easy task, especially today with goods being transported from one side of the world to the other and sometimes under tough conditions.

"Tetra Pak works with trusted partners to deliver cost savings and logistical improvements in the delivery of our packages from the plant to the retail shelf. But being cost effective is not the only consideration: the physical protection of the package, which in turn protects the product, as well as the secondary packaging's functionality and shelf appeal are also of critical importance," says Ms Costin.

Uwe Tews, director of market intelligence at Elopak, underlines a focus on showing consumers that a product is made with care and this includes sustainable and responsible packaging. "Customers are very focussed on costs but are looking for more flexibility in production terms for increased speed to market with more products in different formats," he explains.

"Elopak works in close partnership with all its customers to provide bespoke support to their individual requirements and challenges. A good example is the introduction of the Easy Grip, which improves handling, for DELTA FOODS S.A. in Athens, who wanted a new point of difference on shelf," he continues.

Cans also offer a range of benefits in the supply chain. "One of our customers' key requirements is that the supply chain be optimised to run as efficiently as possible. Metal cans are a highly efficient pack style in terms of the supply chain, because of their cubic efficiency, stackability, ease to chill, and robustness, all of which help manufacturers distribute more products down the chain, in optimal condition," says Caroline Archer.

Constant evolution

In response to the trend for more engaging packaging, Crown recently launched the Flix™ technology. Developed by Crown's Innovation Team, Flix™ was a result of a creative development project, exploring ways to make beverage cans more interactive. It was designed with premium promotions in mind, including instant win campaigns, and consists of a triangular plastic disk which clips underneath the base of a beverage can. Releasing Flix™ is easy: consumers simply use a coin, or another disk, to send it spinning from the can base. The promotional opportunities the disks present are numerous, as they can be printed with brand logos, product information or other graphics. It is ideally suited to high value-high impact promotional campaigns with valuable or collectible giveaways.
Another example is Crown's patented SuperEnd® beverage ends, which meets the industry demand for sustainable packaging. The SuperEnd® is designed to use 10 per cent less metal than traditional beverage ends, providing significant sustainability advantages.
"A recent example of design innovation responding to these consumer demands is the 360 Full Aperture End, which lets the entire can lid of beverage cans to be removed, turning the can itself into a cup and enhancing the consumer experience," comments Ms. Archer.

Design and innovation are key for other pack types as well. "New market trends and consumers' changing expectations require that bottle designs and shapes constantly evolve," says Franck Hancard, packaging director at Sidel. "Beverage producers place high value on the design and marketability of their packaging products, but also require top quality performance and high safety standards. In addition, bottlers and converters attach significant importance to sustainable production processes, which require less energy consumption."

"Sidel puts its know-how in differentiating customers' packages and optimising costs. The accent is put on design, light weighting and productivity," he explains. The latest examples of innovative bottling design include the FreeShape™ bottle, the Cluster bottle and the Stack & Pack concept, all offering maximum levels of flexibility and creativity. Modulomold™ adds to the concept of flexibility by allowing different bottle designs to be produced in a single mould using removable mould inserts with quick and easy change-overs.

With FreeShape™, PET bottle shapes are no longer constrained by the choice of filling technology. FreeShape™ offers the possibility of using a similar bottle design for both hot fill and aseptic filling. This development is based on Sidel's in-depth knowledge of material characteristics, aseptic packaging, hot filling and blow moulding technologies.
The secret of FreeShape™ lies in its specific patented bottle base profile, which acts like a membrane or piston: it pulls up and falls depending on the contained product's volume variations. This solution responds to the packaging needs of sensitive products such as juices or teas filled at temperatures between 85 and 92°C, which lead to bottle swelling during hot fill and then shrinkage when the liquid is cooled.
Sidel has recently come up with a new packaging concept that signals a new approach to product promotion: rather than placing bottles on a shelf, the Cluster™ bottle bundles a number of short-neck bottles using green neck rings that are attached to a main branch resembling fruit hanging on a tree. The customers in the shop simply "pick" the bottles they wish to buy. Cluster bottles are suitable for a range of different products, from water and flavoured water to sensitive beverages including juices and dairy. The bottles can be light-weight and can be made of recycled material and/or biosourced material. Because of their attractive design, they are an ideal 2nd-life package for possible reuse at home.
Stack & Pack bottles are practical and functional and require no cardboard sheets in between layers on a pallet. A base design with a deeper-than-usual concave indentation enables simple and efficient stacking, compact and organized assembly of products and a significant reduction in faulty products. As Stack & Pack bottles fully optimize the use of storage space, it is possible to fit more bottles on a pallet. Overall, these bottles make handling, transport, storage and shelving all extremely easy and efficient.

Email to a friend



Submitted: 21/02/2013 16:52:25

[continued from previous comment] ...credentials very seriously. This is evident in the Infini milk bottle which we developed - Infini already includes 15% rHDPE and the aim is to increase this to 30% by 2015, with trials currently taking place. Furthermore, Nampak announced last week that the Infini bottle has been light-weighted even further to 32g, creating the world’s lightest four-pint plastic milk bottle and representing a 20% material saving on the standard four-pint version. Eric Colli


Submitted: 20/02/2013 16:35:44

This article raises some excellent points about developments in the fast-moving beverage packaging industry. In particular, Petra Westphal identifies how beverage packaging must ‘conform with ever tighter regulations concerning its carbon footprint and sustainability’ and how more attention will be given to further ‘reduce the ratio of materials used to packaging volume’. These points have never been more pertinent to the UK and at Nampak Plastics we take our environmental leadership c

Log in or register for an account to leave your comment.

Other AB TETRA PAK Stories

Taking Injection Moulding to the Next Level

Pär Andersson, a Tetra Pak Specialist in Plastic Injection Moulding, explains how the development of the world’s fastest injection moulding ...

Life Cycle Assessment: Keeping it Real

Life cycle assessment enables businesses to make strategic decisions when it comes to sustainability. David Cockburn, director of Environmen...

Tetra Pak Publishes Guidelines to Secure Raw Milk Quality for UHT Productio...

Tetra Pak has launched a handbook: The role of raw milk quality in UHT production.

Carlsberg UK and Sidel: Cooperation for line relocation and integration

Carlsberg has transferred its beer production in the UK from Leeds to its brewery in Northampton, which is being expanded ...

End of Line Machinery

Libby White investigates the current market trends, customer demands and the growing need for flexibility of end-of-line machinery, with an ...

Sidel's Dailydose™ design concept wins silver at Pentawards 2012

The capabilities of Sidel in creative bottle design have been recognized at the most important international competition dedicated exclusive...

Fruitapeel to Launch UK’s First Gable Top Aseptic Filling Facility with Elo...

Fruitapeel, one of the UK’s fastest growing manufacturers of own-label and branded juices and smoothies, has partnered with Elopak to launch...

Packaging Network Entry See Network Entry



Tel: +46 46361000

Fax: +46 46362245

Key Industries

Alcoholic drinks


Consumer goods (FMCG)


General Products

Non-alcoholic drinks


Filling / packing

Aseptic packaging machines: Packs and Containers

Fill & seal machines: Packs and Containers

Foil & band wrapping machines: Flexible

Screw capping machines: Packs and Containers

Materials handling

Conveyors: Cans, Packs and Containers

Reel handlers: General


Cartonboard / FBB

Barrier coated: General

Cartons: General

Liquid cartons: General

Water-resistant: General

Plastics, flexible

Printed: General

Sachets: General


Closures: PE HD (high density polyethylene), PET (polyethylene teraphthalate)

Closures: caps: PE HD (high density polyethylene), PET (polyethylene teraphthalate)

Solid board

Multipack: Laminated

Additional Network Entries


Win a €50 Amazon Voucher

Help Packaging Europe provide a better service...

Take our 3-Minute Survey

Packaging Europe Latest

Jinan Sumspring Experiment Instrument Co.,ltd

16th Floor Quanjingyayuan Business Building, Yangguang Xin Road, Shizhong District, Jinan City, Shandong Province, China


Main Building, Lower Ground Floor Westfield Stratford City Olympic Park, Montfichet Rd, London E20 1EJ, United Kingdom

Kluge International (part of AeTee Limited)

Unit 3, Springmill Industrial Estate, Avening Road, Nailsworth, Gloucestershire, GL6 0BS

Imperial Ceramic

Sardharka Road, Opp. FCI Godown, At. Dhamalpar, Wankaner - 363621, Rajkot(Gujarat) INDIA


Palacowa 11, 83-300 Malkowo, Poland

Packaging Jobs

Find top jobs in the packaging industry on Packaging Europe Jobs

£32,000 + pension, private healthcare, bonus

Packaging Technologist

Surrey, Berkshire

£35,000 + private healthplan, bonus, pension & life assuranc

up to £45k + 15% bonus + car or car allowance + cont pension

£30,000 + benefits

More packaging jobs >>

Related Suppliers

Eurocast Sp z o o

Products: Films and wrapping


Propagroup S.p.A.

Products: Secondary packaging


DataLase Ltd

Products: Inks, Printers, Secondary packaging


Systech International

Products: Inspection and Security


Bemis Europe

Products: Bags, Films and wrapping


Uflex Limited

Products: Films and wrapping, Tubes


Samuel Grant Packaging

Products: Bags, Labels, Corrugated


See all suppliers >>

Packaging Europe Magazine Subscription

Packaging Europe's Bi-monthly print publication, presenting a selection of the most talked about features from our online magazine. The cost of subscription is €120 for six editions.

Your Name:*
Email Address:
Twitter Username:
Phone No:
Company Name:*
Address Line 1:*
Address Line 2:
  • Please send an invoice to the above address for the sum of €120 for six editions of the Packaging Europe Bi-monthly print publication.

Electronic Subscriptions

Your Details

Email Address:*


Your Name:
Company Name:
Twitter Username:

Packaging Europe Magazine

  • Bi-monthly alert with an overview of and link to the latest digital edition of Europe’s most popular packaging publication

Specialist Newsletters

Packaging Markets

  • Food
  • Beverages
  • Cosmetics & Personal Care
  • Pharma & Medical

Industry Segments

  • Corrugated
  • Flexibles
  • Glass
  • Metal
  • Paper & Cartonboard
  • Plastics
  • Wood
  • Labelling
  • Machinery
  • Print


  • Business News
  • Products & Innovations
  • Sustainability

By clicking "subscribe", you consent for Packaging Europe to hold your details within our system. You may subscribe for free to as many newsletters as you like (including Packaging Europe magazine) and can unsubscribe at any time. Packaging Europe will not sell your data to third parties but reserves the right to occasionally send you carefully selected information on behalf of relevant suppliers.

Packaging Buyers Database

Packaging Europe’s business intelligence service offers direct access to European buyers of packaging. Serving the information needs of packaging buyers, we have built up a contact database of over 60,000 buyers who want to hear from suppliers of packaging suitable to their market segments.

Please select the products you are interested in from the sections below and when you have made your selections, click on confirm, fill out your details and one of our team will attend to your request promptly.

There are 6826 total buyers within the Beverages industry.

  • Select All
  • Alcoholic Drinks (4059)
  • Non-Alcoholic Drinks (2767)

There are 7057 total buyers within the Pharma / Medical industry.

  • Select All
  • Medical Equipment (4556)
  • Pharmaceutical (2501)

There are 15516 total buyers within the Retail industry.

  • Select All
  • Fast Food & Cafes (1986)
  • Retailers (11842)
  • Supermarkets / grocers (1688)

There are 30603 total buyers within the Food industry.

  • Select All
  • Food: Bakery (4826)
  • Food: Cheese (2881)
  • Food: Confectionary (2563)
  • Food: Dairy (2263)
  • Food: Frozen (1795)
  • Food: Fruit and Vegetables (2104)
  • Food: Honey (618)
  • Food: Loose/Dry (2712)
  • Food: Meat, Game and Fish (6109)
  • Food: Oils and Fats (1519)
  • Food: Pet Food (341)
  • Food: Preserved In Cans and Jars (1994)
  • Food: Sauces & Condiments (878)

There are 6801 total buyers within the Other Consumer Goods industry.

  • Select All
  • Cosmetics (3187)
  • Cut Flowers (372)
  • Electrical Appliances (571)
  • Home Cleaning Products (1321)
  • Soaps and Detergents (1177)
  • Tobacco Products (173)

There are 9382 total buyers within the Industrial / Building / DIY industry.

  • Select All
  • Adhesives (1772)
  • Automotive Components (2042)
  • Chemicals (2251)
  • Construction Materials (1455)
  • Paints (1862)
Your Name:
Company Name:
Your Phone:
Your Email:

Your Selections:

  • 0 Products Selected