Aluminium brought to spotlight by Ball Corporation: Market expansion for beverages is popularising aluminium packaging

The rapid expansion of the energy and functional beverage market has placed aluminium packaging firmly at the very core. In recent years, consumers seeking performance, focus and stamina have embedded energy drinks in their daily routines. Thus, beverage brands are looking for fresh packaging formats. Ball Corporation through The metal packager, is bringing aluminium into the spotlight, which is in turn supporting the growth of the beverage market. 

Demand for energy drinks continues to translate into strong market growth. Over the past year, US energy drink sales rose 6.4 per cent. Men aged 18-34, with more than four in five, consume energy drinks before physical activity, according to Kantar Profiles and Mintel US data. The Gen-Z population, too, have exhibited a preference for energy drinks.

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Parallelly, products fortified with electrolytes, prebiotics and collagen are gaining traction, particularly among women aged 18-34 who are prioritising gut health, immunity and overall wellbeing.

With the increasing demand for energy and wellness drinks, aluminium cans have well fit the requirement for a practical and well-matched packaging choice. The strength, adaptability, and lightweight quality are ideal for the fast-paced lifestyle of the consumer base today. The sleek 12-ounce cans are favoured in the energy drink category, coming with easy portability and impactful shelf appearance. Meanwhile, customers with a preference for the familiar grip and drinking experience approve of the conventional 16-ounce cans.

Aesthetics aside, aluminium is valued for its high recyclability and efficiency throughout the supply chain. In 2024, Ball reported 75 per cent recycled content in its beverage packaging across North and Central America. Subsequently, ongoing lightweighting initiatives removed over 6,300 tonnes of aluminium from production, reducing emissions and carbon footprint without compromising durability or performance.

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