Page 60

201120122013201420151684167010810515921591582105151782SOFT DRINKSBEERSOFT DRINKSBEERSOFT DRINKSBEERSOFT DRINKSBEERSOFT DRINKSBEERNORWAY & FINLANDFILLINGS REMAIN STABLE IN NORWAY AND FINLAND, AS THE CAN CONTINUES TO DOMINATE THE PACKED BEER MARKET IN BOTH COUNTRIESBeverage can fillings in Norway decreased by a marginal 0.3% in 2015. The country’s canned soft drinks market witnessed a 3.4% upsurge in fillings, cans proving popular in cross-border trade. Beer consumption fell by 9% across Norway during 2015, but fillings of beer cans fell by just 0.8%, suggesting that the process of subsidising the move away from glass continues. Growth in popularity of smaller 330ml cans at the expense of 500ml cans continues, while a growing number of craft brewers have started up in Norway, further increasing demand for cans by craft brewers, with this expected to continue in 2016 and beyond.Fillings of beverage cans in Finland decreased slightly, by just 1.2%. This was mainly due to an 8.9% fall in soft drinks fillings, caused by cold summer weather and sales campaigns focusing on larger pack sizes. These same price wars were a benefit for the beer sector, however, with sales of multipacks driving beer can fillings despite a decline in overall beer consumption. The can continues to dominate the beer market, with Finland one of the biggest consumers of cans per capita since the lifting of fees on metal packaging in 2006. Further growth is still possible, though, in the soft drinks sector, which is small and unexplored. NORWAYFINLANDFinnish brewer Olvi showed its wild side in 2015 with the launch of Panthera, catering to the country’s love of flavoured alcoholic beverages (FABs), which are known as lonkero (long drinks) in Finland. Packaged in 500ml and 330ml cans, which featured a photo of the roaring big cat that gives the drink its name, Panthera offers a unique taste profile that includes mango and jalapeno. The distinctive black cans ensure the brand stands out on shelves, with a unique design unlike any other drink in the lonkero category.MARKET SNAPSHOT• Norwegian fillings on par with 2014 levels• Move from glass to cans continues in beer sector• Consumers increasingly favour smaller serving sizesMARKET SNAPSHOT• Finnish fillings remain steady• Multipacks drive sales of beer cans• Soft drinks sector offers further room for growth466MTOTAL CAN FILLINGS DOWN 0.3%417MBEER CAN FILLINGS DOWN 0.8%49MSOFT DRINKS CAN FILLINGS UP 3.4%A YEAR IN NUMBERSA YEAR IN NUMBERS1.3BNTOTAL CAN FILLINGS DOWN 1.2%1.25BNBEER CAN FILLINGS DOWN 0.8%56MSOFT DRINKS CAN FILLINGS DOWN 8.9%A CAN WITH A WILD SIDE FINLAND NORWAYCAN FILLINGS FOR BEER AND SOFT DRINKS 2011-2015 (MILLIONS OF UNITS)*BEER SHARE OF MARKET BY PACK TYPE, 2015 84% Cans 13% Refillable glass 2% Non-refillable glass 1% Non-refillable PET*Norway/Finland combined*SOFT DRINKS SHARE OF MARKET BY PACK TYPE, 2015 7% Cans 1% Refillable glass 1% Non-refillable glass 91% Non-refillable PET60 EUROPEAN CAN MARKET REPORT 2016 COUNTRY REPORTS