22 Apr 2015 Bigger is better: SA consumers take to larger beverage cans

Although aluminium beverage cans still represent a relatively small share of total beverage packaging, it has gained ground from other packaging formats as a result of innovation, new introductions and significant promotional activity. And the 440ml can has become a particular favourite.

“This larger can size generally has a good price point, representing added value. The beverage industry has also been successful in promoting it – so much so that in some circles the 440ml can is becoming the consumers’ pack of choice,” says Klaus Hass, marketing director for Nampak Bevcan.

According to the insights provided by BMI Research (below), the 440ml beverage cans have seen the most promising improvements from 2013 to 2014:

• Mzansi went from consuming a total of 385 060 000 440ml beer cans to almost double that amount (625 741 000) in 2014.
• Canned soft drinks (CSD) saw an increase from 94 156 000 to 178 336 000.
• 440ml energy drinks jumped from 89 444 000 in 2013 to 123 118 000 in 2014.
• One hundred million more units of the 440ml ciders were consumed within a year, 59 679 000 to 159 625 000.

A growing variety of brands such as Energade, Game, Hunters and Savanna have recently become available in cans. Savanna’s move to aluminium cans after many years of only being available in glass clearly indicates a shift in consumer demand.

“We would never have seen billboards promoting beverages in cans a couple of years ago. Today, cans have become more visible and are advertised everywhere including outdoor, radio, print and television. There is a clear countrywide trend towards choosing cans,” adds Hass.

He believes “CAN DO!”, Nampak Bevcan’s consumer facing brand, has created a positive movement and a ‘can do’ attitude amongst the youth of South Africa with its nationwide CAN DO! concerts and #WeCAN parties. The company recognises and rewards consumers and licenced traders and outlets for choosing cans.

“Cans are fresher, safer and much, much cooler,” says Alexandra Bouwer, marketing manager for Nampak Bevcan’s CAN DO! brand. The practical benefits of cans such as durability and versatility are also driving demand, notwithstanding the recyclable benefits offered from cans.

“We want to create an environment where anything is possible, your dream is achievable and show how a CAN DO! attitude changes the way people think and consume beverages,” says Bouwer.

When it comes to large public events, cans are an obvious choice. According to Hass, both the organisers and consumers benefit from the fact that cans are easily portable, more durable, fresher, safer and cooler than other forms of beverage packaging. They have the best ‘stackability’ meaning that they are the easiest to store, the most compact and therefore the best fit for large events.

Source: Nampak Bevcan