More energy drinkers
The energy drinks category – almost exclusively packaged in cans – continues to see growth throughout Europe. It is estimated that this category will grow at a Compound Annual Growth Rate (CAGR) of 3.8% in between 2018 and 2023 (source: https://www.mordorintelligence.com/industry-reports/europe-energy-drink-market). Thirsty energy drink consumers seem to have a preference for larger cans, it’s why you’ll find that many producers have added larger formats, such as 500ml cans, to their offering. Monster Energy is a good example. The main player in the market, Red Bull, successfully introduced the 355ml sleek-style can into its range – and they went even bigger with 473ml and 591ml can formats.
From the start, Monster Energy has embraced the 500ml can to stand out on the shelves.
Variety is the spice of life
Various other can sizes are to be found in Europe, ranging from only 150ml up to 1 litre. While the can format is in partly influenced by the country of sale, it’s often trends and the variety and diversity of target groups that plays a more significant role in deciding which can size is deployed for each beverage or brand. European consumers now have numerous options when it comes to can sizes and continue to appreciate the portability, protection, environmental benefits and convenience of beverage cans. It’s true to say that there is a can for every occasion!
Metal Packaging Europe gives Europe’s rigid metal packaging industry a unified voice, by bringing together manufacturers, suppliers, and national associations. We proactively position and support the positive attributes and image of metal packaging through joint marketing, environmental and technical initiatives.