According to the research conducted by GfK on behalf of the Can Makers, cans are also seen to contain the ‘right amount’ of drink and to keep a drink ‘colder’.
72% of respondents think drinks taste ‘fresh’ in cans, compared with 51% in 2007. 49% of respondents also think that cans are ‘good value’ and 55% think cans contain the right amount of a beverage, compared with 42% in 2007. In the case of beer, Medium and Large cans are the most popular.
For Carbonated soft drinks (CSDs), single serves in medium and large multipacks are the most popular. All age groups are drinking from cans more often, but particularly males and 14-17 year olds, where 75% are choosing cans compared with 62% in 2007. The results also show that more people than ever before are drinking from cans on the move.
More people are also drinking CSDs, 77% in 2011 compared with 67% in 2007. CSDs are popular among consumers who are on the move and 60% of respondents drink one to two cans or more a week, up from 48% in 2007.
When asked about what contributes to their purchasing decision, the research showed that younger people are very influenced by up-to-date styles. 27% of them think cans look ‘cool and trendy’, compared with 13% in 2007.
Unsurprisingly, in this tough economic environment, respondents aged 35-54 are most price conscious, with 69% not wanting to pay a premium for their drink. Recycling is growing in importance to consumers, with 53% of all respondents saying that environmental considerations are ‘very or quite important’ when making a purchase of take home beer or CSDs.
63% of those surveyed in the UK think that beverage cans are ‘recyclable, 100% recyclable or reused’, compared with only 40% in Spain and 41% in France. The group most concerned with recycling was those aged 35-54, where 60% said they recycle all they can, compared with 35% of 14-17 year. Asked about how to encourage recycling, 81% of people said ‘more bins in public places’ suggesting convenience is a key motivator.
Geoff Courtney, chairman of the Can Makers said: “It is encouraging to see that the positive marketing of drinks in cans has been recognised by consumers. In only four years since the last research was conducted, consumers have recognised more and more that the can is an ideal pack to drink from, whether on the move or at home.
“Seeing that consumers are increasingly recognising the importance of recycling, specifically the drinks can, is also a great achievement. However, with one in five finding it difficult to recycle, more needs to be done to ensure that drinks cans do not go to waste.”
Source: Can Makers
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