Craft Packaging Insights & Analysis: Uncovering Trends from Scan Data
Current Facts and Trends
Craft beer packaging has undergone significant evolution, driven by consumer preferences and market demands. To understand the latest trends, we delve into scan data from Circana and NIQ, providing valuable insights for industry professionals.
Increased Popularity of Cans: Cans have gained significant traction, surpassing bottles in market share. Their convenience, portability, and sustainability have made them the preferred choice for many craft beer enthusiasts.
Growth of Variety Packs: Variety packs continue to rise in popularity, offering consumers the opportunity to sample different beer styles and flavors. This format caters to the growing demand for experimentation and exploration.
Sustainability and Eco-Friendly Packaging: Consumers are increasingly eco-conscious, driving the adoption of sustainable packaging solutions. Craft breweries are responding with initiatives such as recyclable and compostable materials.
Table: Craft Packaging Market Share by Format (2023)
| Format | Market Share |
|—|—|
| Cans | 65% |
| Bottles | 30% |
| Variety Packs | 5% |
Subtle Shifts in Consumer Preferences
In addition to the broader trends, scan data reveals subtle shifts in consumer preferences:
- Preference for Smaller Cans: Smaller can sizes, such as 12-ounce and 16-ounce cans, are gaining popularity, aligning with the trend towards moderation and personal consumption.
- Premiumization: Consumers are willing to pay more for premium packaging, such as cans with unique designs and finishes.
- Craft Beer as a Gift: Craft beer is increasingly being purchased as a gift, driving the demand for visually appealing and giftable packaging.
Implications for Craft Brewers
These insights provide valuable guidance for craft brewers navigating the evolving packaging landscape:
Embrace Cans: Cans have become the standard for craft beer packaging, and brewers should prioritize investing in this format.
Offer Variety Packs: Variety packs cater to the consumer desire for experimentation and allow brewers to showcase their range of styles.
Focus on Sustainability: Eco-friendly packaging solutions align with consumer values and can enhance brand reputation.
Innovation and Creativity: Brewers can differentiate their brands through innovative packaging designs and formats, appealing to the premiumization trend.
Conclusion
Craft packaging trends are constantly evolving, driven by consumer preferences and market forces. Scan data from Circana and NIQ provide valuable insights, enabling craft brewers to adapt their packaging strategies accordingly. By embracing emerging formats, catering to subtle shifts in consumer tastes, and prioritizing sustainability, breweries can position themselves for continued success in the competitive craft beer market.
