European can makers in 2010 saw a healthy increase in empty can shipments in 2010 with a 5.2 percent increase which equates to approximately 54 billion total units. So what actually drove this growth?
Multipack cans now make up around half of all beverage can sales across Europe and are being included more and more in consumer’s weekly shopping baskets. They have been heavily promoted by retailers and offer people at home the convenience of on-the-go whilst saving money through buying multiple quantities. Multipacks also have the added advantage of size meaning that the larger surface area on multipacks has more opportunity to catch the eye of a passing shopper through branding and presence on shelf.
Britain and Spain are the two largest multipack markets, boasting well developed markets with a sophisticated trade infrastructure dominated by larger multiples. People also make larger, less frequent shopping trips in both of these countries. In Germany, according to a survey conducted by AC Nielsen in December 2010, 30 percent of shoppers buy their cans as part of planned shopping trips rather than on impulse.
And it isn’t just cost saving benefits for the customer and a useful marketing material for brands, multipacks are stackable, easy to transport, robust and a cost-efficient form of packaging.