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HIGH EXPECTATIONS: HOW THE CAN IS ALIGNED WITH CONSUMER TRENDS Mobility has become not just a lifestyle, but a value. According to a poll of French consumers undertaken by La Boite Boisson, the French country group of BCME, 52% of respondents think that individuals who do things “on-the-go” lead more interesting lives. Nearly half the respondents said they liked the can because it allows them to fulfil their “nomadic” lifestyle. “Because it is durable and easy to transport, cans fit in perfectly well with the new mobility paradigm”, notes Sylvain Jungfer of La Boite Boisson. Indeed, the French survey shows canned drinks are mostly consumed during picnics (63%), long journeys (49%), at work (34%) or in transport (24%). Sylvain notes that despite the increasing fragmentation of the retail landscape, cans can be bought almost anywhere, from hypermarkets and corner shops, to gyms, cinemas or vending machines. “They provide a better experience as the packaging preserves freshness and taste,” he says, in line with the desire for instant gratification and superior quality. “As an individual unit available in a wide range of formats, including the innovative ‘sleek’ line, cans can better fulfil individual needs and help people control their intake, and therefore manage their own health,” he adds. Last, but not least, the can is 100% recyclable – a selling point at a time where sustainability has a significant influence on purchases. Whether eco-warriors, health-conscious or urban nomads, the can has an answer to the needs of all the new consumer tribes.24 EUROPEAN CAN MARKET REPORT 2016 TREND SETTERS