9.2 Drivers and Restraints to the Global Metal Packaging Market 2015-2025
9.3 Metal Packaging Market Prospects – By End-Use
9.4 Leading National Metal Packaging Markets Forecast Summary
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4.4.2.2 Metal Packaging will retain its Market Share
The main materials used to package beverages are metal, paper, glass, rigid plastic, flexible
plastic and combination materials. Each of these materials has different characteristics in terms of
quality, suitability, price and end use. Although facing the increasing competition from rigid plastic,
which has seen increasing presence in the market as a preferable beverage packaging material,
metal as a traditional beverage packaging material still maintain a considerable market share in the
beverage packaging market thanks to its high barrier nature, recyclability, and the innovations in
the metal beverage packaging market that cater for consumers’ demand for functional and
convenient packaging.
Both in the developing and developed regions, there has been increasing demand for the barrier
and nutrient retaining propertied of beverage packaging, to ensure the safety and functional of
beverage products. Consumers are more health conscious and more aware about the nutrient and
function of beverages. The growing beverage demand in emerging economies is also adding
unique elements to manufacturers’ marketing strategies, promoting the growth in metal beverage
packaging. A general trend for increasing demand as a result of emerging market growth has
been built upon by country-specific characteristics such as infrastructural challenges. On this note,
the ability of metal to preserve its product has increased the material’s appeal in nations with a
comparatively poor electricity infrastructure that hinders the ability of other packaging materials to
keep products fresh. Metal has been around for 200 years, it is recognised as being robust, a solid
food packaging solution. It is the heritage of metal and glass which is its strength; both have been
around a long time and are familiar products. Depending on the application they can be luxury
products – spirit bottles, or decorated embossed food cans, or commodity cans, jars and bottles.
The recyclability of metal is another factor aiding its growth within the beverage packaging market,
and will continue to cater for consumers and producers alike, who remain focused on sustainability,
cost-reduction, and efficiency within the production process. Recycling has a very significant effect
in terms of sustainability because the energy to produce the packaging material and an efficient
recycling system dramatically reduces the activity or energy associated to produce the package.
Metal is effectively a permanent material in that once it is recycled it can be transformed back
again into the package. The supply of recycled metal material is very important as a modern blast
furnace, 20% scrap metal is required to run it efficiently in the first place, the more scrap metal you
have the better it is in terms of running a blast furnace. Thus a value stream is being created
around this because this can be transformed into a number of metal applications including
packaging, and thus we are seeing very high recycling rates associated with it, above 70% in some
cases. This makes metal beverage packaging a very sustainable packaging solution and highly
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5.5 German Metal Packaging Market 2015-2025
5.5.1 German Metal Packaging Market Forecast 2015-2025
Table 5.5 German Metal Packaging Market Forecast 2015-2025 ($billion, AGR %, CAGR %, Cumulative)
Metal Packaging Market Report 2015-2025: Prospects for Leading Companies How will Metal Packaging Compete Against Plastic Given Rising Environmental Concerns?
7. Expert Opinion
7.1 The Can Makers
Visiongain had the opportunity to communicate with the Can Makers about recent market trends.
We would like to take this opportunity to thank them for their expert insights. Members of the Can
Makers work together specifically to promote the benefits of the drinks can and aid
communications between the industry and its customers: the brewers and soft drinks
manufacturers and the retailers, as well as the packaging industry, the media and consumers. The
Can Makers was the first organisation in Europe formed to promote drinks cans. It is now part of a
European network set up under the auspices of Beverage Can Makers Europe (BCME), which
includes similar organisations across Europe. More information about the organisation can be
found at www.canmakers.co.uk.
7.1.1 What Trends are you Currently Observing in the Metal Packaging
Market?
Visiongain: What trends are you currently observing in the metal packaging market?
The Can Makers: We can only speak for drinks cans, but we are seeing growth in volume and in
market share. For brands, cans offer a unique opportunity for retail stand out on shelf, a strong
pack which keeps drinks fresh, maintains integrity and much more. The can remains a pack of
choice for consumers and we’re pleased to see more bars and restaurants adopt it within their
packaging mix.
7.1.2 What are the Advantages and Disadvantages of Cans Comparing
to Other Metal Packaging Products, and Other Packaging Products?
How is the Beverage Can Market Responding to the Increasing Threats
from Plastic Bottles?
Visiongain: What are the advantages and disadvantages of cans comparing to other metal
packaging products, and other packaging products? How is the beverage can market responding
to the increasing threats from plastic bottles?
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Metal Packaging Market Report 2015-2025: Prospects for Leading Companies How will Metal Packaging Compete Against Plastic Given Rising Environmental Concerns?
Figure 8.12 Crown Holdings Revenue by Segment 2014 (% Total Revenue)
Figure 8.13 Crown Holdings Revenue by Geographic Area 2014 (% Total Revenue)
Figure 8.14 Crown Holdings Revenue by Product 2014 (% Total Revenue)
26%
9%
19%
24%
13%
9% Americas Beverage
North America Food
European Beverage
European Food
Asia Pacific
Non-reportable
28%
40%
32% US and Canada
Weatern Europe
Developing Markets
53% 34%
13%
Beverage Cans
Food Cans & Closures
Other
Source: Crown Holdings 2015; visiongain 2015
Source: Crown Holdings 2015; visiongain 2015
Source: Crown Holdings 2015; visiongain 2015
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