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South Africa displays a 'do can' attitude
Innovations in beverage packaging in South Africa are changing consumers' drinking habits. Although aluminium beverage cans still represent a relatively small share of total beverage packaging, it has gained ground from other packaging formats because of innovation, new introductions and significant promotional activity.
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According to the latest independent research and insights provided by BMI Research, it is clear that more and more South Africans are choosing cans. Consumers have especially taken to the new 440ml beverage can packaging.
With its increasing popularity, the 440ml can is most definitely a 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 can is becoming the consumers' pack of choice," says Klaus Hass, marketing director for Nampak Bevcan, Southern Africa's preferred beverage can manufacturer.
A growing variety of brands such as Energade, Game, Hunters and Savanna has 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.
Purchasing increases
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 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 and one hundred million more units of the 440ml ciders were consumed within a year, 59,679,000 to 159,625,000.
| Pack | Category | Units 2013 | Units 2014 |
|---|---|---|---|
| 440 ml | Beer | 385 060 000 | 625 741 000 |
| 440 ml | CSD | 94 156 000 | 178 336 000 |
| 440 ml | Energy | 89 444 000 | 123 118 000 |
| 440 ml | Cider | 59 679 000 | 159 625 000 |
| Total | 628 339 000 | 1 086 820 000 |
Consumer campaigns
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.
CAN DO! Nampak Bevcan's consumer facing brand, have ensured that a party is near at hand when you celebrate with a can. CAN DO! Has created a positive movement and a 'can do' attitude amongst the youth of South Africa with their 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.
When it comes to large public events, cans are the 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.
"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," concludes Bouwer.
For more information, go to www.candorefresh.co.za
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