IDE DOSSIER ONLINE Tercer Trimestre 2018 - Page 22

Which beverage can sizes do Europeans prefer?

One of the many strategic options that beverage brands have elected has been to diversify the can sizes that they use so as to appeal to different target groups. Some can sizes are more dominant than others in certain countries. Others have been established as typical or instantly recognisable formats for certain beverage products. But which sized cans do people in different European countries prefer? Let’s find out.

The soft drinks sector has been dominated by the now traditional 330ml standard can size for decades. But now, the serving sizes for soft drinks vary in every country and across different target groups.

330ml cans make room for smaller ones

Although the 330ml standard cans are still going strong in all of Europe, the 150ml, 200ml and 250ml slim cans are growing in importance for different kinds of drinks. These sizes appeal particularly to a younger target group as they are seen as a modern and innovative pack. In fact, since the 1990s the 250ml can size has slowly become more and more common as a format for soft drinks. This is mainly due to energy drinks becoming more popular. Red Bull started with a 250ml can that is now popular all over Europe. In Turkey, both Coca-Cola and Pepsi are canning their beverages in even smaller serving sizes (200ml cans). These smaller cans have proven to be increasingly popular and it looks like this trend will only continue.

In Russia, consumers have shown an increasing fondness for smaller sizes too. The soft drinks sector there was boosted in part following Coca Cola’s introduction of the 250ml can.