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Energy drinks continuing to ramp up competition in the US soft drinks packaging market

Press Release   •   Jul 10, 2013 09:24 BST

Volume sales within the US soft drinks packaging market grew by 1% in 2012, reaching 174 billion units.

According to a recently released report on companiesandmarkets.com, 'Soft Drinks Packaging in the US,' liquid concentrate packaging has traditionally been a fairly flat category largely comprised of niche products used to make tea drinks. Recently, however, the overall make-up of the category has shifted dramatically due to the introduction of Mio and Soda Stream by Kraft and SodaStream USA, respectively.

Mio, and some private label imitators, has been the driving force behind the sudden intense growth being experienced by plastic bottles. These products allow the user to add flavouring to any water and, as such, appear to have an additional positive impact on water volumes, while creating negative pressure on other flavoured drink categories.

Energy drinks continues to ramp up competition, as Starbucks introduces its own energy drink with Starbucks Refreshers. The company unveiled this new product in three different formats. Additionally, the product can be purchased from Starbucks foodservice outlets, where it is made in-store.

Given the popularity of Starbucks among consumers, the new product may become fairly influential in the category. It comes in a 12 oz can, making it bigger than the average Red Bull can, but smaller than the average Monster Energy can.

Other liquid cartons swiftly became a large part of 100% juices in 2012, growing by 20% in the year, and are one of the fastest-growing pack types for soft drinks. The growth stems in large part from the incredible growth of coconut water in the past few years.

Coconut water has largely been a niche product in the US, but has recently become very popular due to its distinct taste and general perception as being a healthy drink.

The current trend of miniaturisation of packaging in carbonates is likely to continue, as companies like PepsiCo and Coca-Cola try to enhance their overall health image. These smaller bottles can be more attractive to consumers for numerous reasons.

Firstly, they can be sold at a more attractive looking price point, despite actually costing more per litre. In addition, their small sizes are useful for packing lunches and allow for easier portion control of sugary drinks, which many consumers are concerned about.

For more information on the US soft drinks packaging market, see the latest research: US Soft Drinks Packaging Market

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