Market Trends of MEA Alcoholic Drinks Packaging Industry
This section covers the major market trends shaping the MEA Alcoholic Drinks Packaging Market according to our research experts:
Metal Can Packaging is Expected to Grow Significantly
- In Turkey, the demand for metal beverage cans has increased in the beer segment. The share of metal cans in domestic lager is growing rapidly, accounting for just under half of the total volume share. The price difference between beer in glass bottles and metal beverage cans drives the sales of cans.
- Wine in a can is a new trend penetrating the South African wine packaging market, with winemakers introducing canned versions of their popular offerings. For example, local player Perdeberg Wines has launched a 250ml can format of its Soft Smooth Red range, with the pack featuring a striking zebra-print design.
- In the United Arab Emirates, many brands are increasingly offering their products in metal beverage cans. All imported brands use this type of packaging, with a beer in the 330 ml format in a 24-pack being cheaper than the equivalent packaging for glass bottles. Brands offer smaller size packages for testing new spirits.
- A growing preference for metal cans is expected to be seen in the non-alcoholic beer segment. A non-alcoholic beer brand, Barbican, is driving this trend by shifting from glass packaging to metal cans with refreshing designs for its pomegranate, apple, and strawberry flavors.
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The South African Market is Expected to Grow Significantly
- In the last decade, while the country's beer fans embraced Pale Ales and Lagers, the reach of local sorghum-based beer remained limited to rural areas. Also, homebrewed and commercial sorghum beer is often sold in unhygienic and unsafe packaging that is not tamper-proof. However, a few of South Africa's new microbreweries recently started to turn sorghum-based beer into their modern recipes. They also introduced paper-based packaging 'conical cartons' for this beer, which are sealed pack cartons. Therefore, this type of packaging ensures retailers' and consumers' trust regarding the quality of the beer inside a sealed carton.
- The sustainability trend is gaining traction among consumers and major players in the alcoholic drinks market. Recently, South African Breweries launched its new Cold Lock secondary packaging for its Castle Lite range that claims to keep the beer colder for longer without using ice after refrigeration.
- According to #BizTrends2020, the premium rum trend gained momentum in the country. Champagne and Cognac will continue to be popular as the population of black middle-class increases in South Africa. The rise of sparkling wine continues as consumers develop a taste for premium and imported wines. With the severe economic pressure faced by consumers, ready-to-drink (RTD) and international beers may continue to drive category growth as consumers use the international brand credentials and accessible price points to differentiate themselves from their peers.
- During COVID-19, the declining consumer purchasing power and reduced disposable incomes drove the emergence of larger value-for-money packaging. For instance, the 1 liter Carling black label size recorded strong growth, albeit from a low base.
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