The latest research by the UK’s Can Makers shows that more people now recognise the benefits beverage cans offer. Norman Lett, spokesperson for the Can Makers, discusses how a greater variety of canned beverages, convenience, recyclability and other factors are making cans the preferred packaging of choice for many festival goers in the UK.
More brands are also switching to cans. “The shift to cans which many brands are now making not only highlights the growing importance of sustainability throughout the value chain but underscores the positive impact of cans when it comes to storytelling, branding and timely, culturally relevant marketing,” Lett says.
Festivals that promote sustainable practices
New research has shown that canned beverages which can be recycled easily, are the go-to choice for festival goers this summer. It follows a self-imposed ban on single-use plastics and glass bottles at many UK festivals, as concerns about plastic and packaging waste continue to grow. The research commissioned by the Can Makers highlighted that three out of five UK adults prefer festivals that promote sustainable practices, while 44% of festival goers will be actively seeking environmentally friendly products to take to events this summer.
The continued increase in the popularity of canned beverages can be attributed to a wide range of factors – we know consumers have always appreciated the convenience cans offer, being quick to chill and convenient for multiple occasions. And the environmental credentials of cans have also become more widely recognised and appreciated by sustainability-conscious consumers. By recycling empty drinks cans, we can save 95% of the energy needed to create new aluminium from raw materials and each recycled can has the potential to be back on the shop shelf as a brand new can in just 60 days.
The variety of drinks now available in cans is also key – from sophisticated soft drinks to sparkling wines – and this growth is set to continue. But we also know today’s environmentally minded consumers do not want to compromise on either quality or taste.
Research conducted in 2023 by the Can Makers confirmed that more than a quarter of UK adults believed the quality of wine in a can had improved and that high-quality wines were readily available in cans. In addition, the research revealed that more than one third of UK adults now believe it is possible to purchase bar quality cocktails in a can. It’s this balance between quality and convenience, sustainability and accessibility that has made wines, cocktails and many other drinks in cans, the go to choice this festival season.
And just as greater numbers of consumers now recognise the benefits cans offer, brands in every market segment are now also alive to the opportunities cans offer. The potential for striking design that has helped new entrants to the market, differentiate and establish a premium position has been pivotal in the growth of the format, which the craft beer movement underpinned.
More brands switching to cans
It all combines to showcase the unique potential cans offer brands for innovative marketing campaigns, such as the personalised cans launched by Diet Coke recently. And the shift to cans which many brands are now making not only highlights the growing importance of sustainability throughout the value chain but underscores the positive impact of cans when it comes to storytelling, branding and timely, culturally relevant marketing.
In fact, the variety of canned beverages available today, from bar-quality cocktails to sophisticated low & no options, some might be forgiven for wondering if the market is fast approaching the point of saturation. But the reality is that this diversity of choice and the explosion in popularity of drinks in cans is just the beginning. Recent years have proved that the drinks industry is nothing if not innovative and as we work collectively towards a more circular economy, the can’s robust environmental credentials in combination with a host of benefits for stakeholders throughout the value chain, mean that it is ideally positioned to help new entrants to the drinks market as well as established brands, become established and continue to drive growth.
Ultimately, it’s not just about summer occasions or festivals, cans are set to play a pivotal role in a more circular and successful drinks industry for many years to come. At the 2000 Trees Festival alone, over 12,000 cans were recycled, thanks to Every Can Counts, who strategically placed recycling cages across the event. This highlights the growing awareness and commitment to recycling and demonstrates how cans can contribute to a more environmentally responsible industry.
As consumers and brands alike embrace these practices, cans will continue to be at the forefront of a successful and sustainable future for beverages. Their role in promoting sustainability, coupled with innovative designs and increased recycling efforts, ensures that cans will remain a vital and positive force in the beverage industry.
For more information about the Can Makers and its campaigns, visit https://www.canmakers.co.uk.
The article was originally published in The Metal Packager.
Image source: The Can Makers
