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March 3, 2021

Why trend towards smaller households offers opportunity for new pack sizes in soft drinks – analysis

In Japan, The Coca-Cola Co has introduced two new pack sizes to adapt to evolving demographic trends in the country.

In Japan, The Coca-Cola Co has introduced two new pack sizes to adapt to evolving demographic trends in the country.

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The 35cl and 70cl PET bottles for brand Coke complement Coca-Cola Japan’s existing portfolio, which includes 50cl and 1.5-litre PET bottles, 19cl glass bottles, 28cl aluminium bottles and 35cl and 50cl cans. According to the unit, the appropriate packaging type and size is vital for optimising the consumption experience of carbonated soft drinks (CSDs) in terms of temperature, carbonation levels and the number of serving portions of the drink.

The two recently-launched packs also chime with the trend of shrinking household sizes in Japan, a result of falling birth rates and the country’s rapid ageing of its population.

The 35cl and 70cl bottles are suitable for the surging number of single-person and two-to-three-member households. While the 35cl pack is suitable for individuals, the 70cl bottle has been designed to be shared among small families and friend circles for whom the 1.5-litre bottle is too large to finish in a single sitting.

Through its approach, Coca-Cola Japan will also tap into consumer demand for increased personalisation, a trend that has been accelerated by COVID-19. According to GlobalData’s ‘2020 Market Pulse Survey’, published in September, 68% of Japanese consumers now believe that products personalised to their needs and personality are ‘as important’, ‘more important’ or ‘top priority’ when purchasing food and drinks.

Coca-Cola’s packaging diversification reflects a broader trend among CSD brand owners to shift to smaller pack sizes as a means of working around health and affordability concerns of consumers, thereby driving their top-line growth.

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Free Whitepaper
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Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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