"For a long time, glass materials have been recognized by older target consumer groups because of their inherent qualities of pure texture, good quality, recyclability, and high strength. After all, people over the age of 50 are in glass packaging for food, drink, and In the era of basic packaging of medicine, this is something that the younger generation cannot experience. Therefore, the glass industry recognizes the predisposition of glass materials for consumers of this age group and has nothing to do with investigations. "." Adult Raincape,Adult Rain Cape,Pvc Adult Raincape,Adult Rain Poncho Jinzhou City Hejin Clothing CO.,Ltd , https://www.hejin-cloth.com
Who is affecting the "glass bottle" market
At present, two special market components are very noteworthy: women and consumers over the age of 50. Most traders predict that about 50% of alcoholic beverages will be consumed at home in the next three to four years, up from 30% 10 years ago.
Perfumed alcoholic beverages (FAB) and hardcover wines (PPS) are very popular beverages for young people. They give designers a lot of space for color, shape and labeling. At the same time, they are also promoting the development of traditional packaging materials - glass materials, which are actually facing a strong challenge from alternative materials. The actions of the industry may be driven by real business interests, but in reality the elderly market has been surprisingly ignored.
Mature drinkers (the so-called third-generation consumers) may no longer be impressed by colorful sets of labels and marketing words, but they do represent a fast-growing market with their own tastes.
With the constant changes in population and social development, the role and nature of glass beverage packaging must also be constantly changing. Looking at the current market situation, we can see that some suppliers are making new attempts to gain the favor of older consumers.
Mintel Market Research's survey shows that the 55-64 age group will grow by 7% from 1998 to 2007. Statistics also show that people over the age of 55 control 80% of the UK's wealth, and consumption accounts for 40 %. There is no doubt that it is time to consider what kind of packaging solutions will meet their needs.
They know what they like and will not be ashamed of their decisions and choices. They like to have beer or wine at home, but they don't drink too much. Therefore, the packaging of alcoholic beverages must reflect these factors to be considered, and may even be some re-popular ideas.
The good news is that manufacturers of alcoholic beverages are also realizing that the elderly are an ever-increasing and valuable group in the market and should be the focus of development.
In key alcoholic beverage customers of United Glass Company (hereinafter referred to as UG Company), they pay more and more attention to brand diversification in order to distinguish different consumers. "This can be achieved by refining products, such as expanding the market for existing products by developing flavored alcoholic beverages, expanding gin and vodka to younger consumers, etc. As an alternative It can also be achieved by changing the form of packaging," said Richard Curler, United Glass's new product development manager.
"The main responsibility of packaging suppliers is to provide high-quality, attractive and functional packaging containers to adapt to products designed for consumers. It is also the responsibility of UG or any other supplier to push brand strategy to consumers. ""
Obviously, Cutler adheres to a very traditional view and is not limited to this. "In the public perception of the media and brand development, the positioning of young drinkers has been overstated," he said. "The glass industry's actions in support of its customers show that the quality of glass is still felt by consumers of all ages." It's welcome, and consumers themselves also believe that the brand's development needs to continue in order to attract consumers, regardless of their age."
However, he also admitted that there are indications that beverage makers are indeed also seeking new ways to attract more mature consumers through glass packaging products.
Of course, he didn't see it very far. According to the in-depth market research conducted by Sharon Crayton, Rockware's marketing manager, drinking at home has become more and more popular, and more and more female alcohol lovers over the age of 50 are joining the ranks.
As the consumption of beer at home increases, more innovations and experiments will have more room.
Most traders predict that in the next three to four years, about 50% of alcoholic beverages will be consumed at home. This ratio was 30% 10 years ago. This trend is driving the growth of packaged alcoholic beverages to a greater extent.
"The increase in household consumption has led to more demand for capacity diversity, and the trend is towards special bottle design. The news we got from breweries shows that the 250ml short-necked Bidon bottle popular five years ago is now Not very suitable for social occasions," said Crayton.
An example of a new type of capacity and shape that represents a modern drinking trend is the innovative 284ml medicinal glass bottle produced by Rockware for InterbrewUK's StellaArtois line of new products, "LaDemiArtois". This medicinal glass bottle offers consumers Unusual half-pint capacity; it provides 284ml medicinal glass bottles, while at the same time ensuring the pure pedigree of stellaArtois brand. "In our study, consumers showed many adaptive behaviors in the process of opening, pouring, stacking, relabeling, and even reversing storage," Crayton added.
UG’s Richard Curler said “At a recent conference organized by MarketingWeek magazine, a Tesco company spokesperson described what consumers need in the store. He concluded that what consumers need is easy to open and easy to find.†Easy to use, it can be resealed, and the instructions should be clear and simple, rather than using very complicated techniques!"
"At present, two special market components are very noteworthy: women and consumers over the age of 50. In the past 10-15 years, there has been a lot of feminization of alcohol consumption caused by the huge amount of alcoholic beverages. Influencing topics, however, wine is still the beverage of choice, and there is evidence that hard-packed lager beer is losing some of the FAB and PPS consumers.
"We will certainly make lighter beers more feminine by using a more curved design on the straight edged neck beer bottles, but we are also looking for smaller capacity beer bottles, such as 200ml beer bottles with a capacity of one alcohol unit. "Cutler continued:" Today, consumers over the age of 50 do not consider themselves to be elderly, so we can predict that there will be many developments and repackaging actions in the land of taboos and ale, so as to make this tradition The brand attracting this age presents a new look."