Pan European Consumer Survey on Beverage Containers & Test of Steel Packaging Concepts APEAL ordered an international consumer survey to investigate consumer attitudes and perceptions regarding different ackaging concepts in the beverage segment. The results of the study give a good view on the buying behaviour of the modern consumer. Methodology of the survey 2,400 interviews, approximately 400 per country, were carried out in six European countries (UK, France, The Netherlands, Belgium, Germany, and Spain). A total of 10 packaging concepts were tested, including 5 steel containers and 5 alternative containers in plastic, glass and carton composite. The steel container concepts that were tested included : • Ergonomically shaped can • Self chilling can • Reclosable can • Widget can for improved foam quality • Pouring device Emergence of «new age » drinks One of the critical issues that was apparent during the survey were two very important market characteristics which are rapidly evolving today. The first is new age drinks which in the majority of cases are non alcoholic health drinks such as fruit juices, nectars, milk products, low calorie substitute meals and food supplements. The second is different volumes adapted to these evolving markets and to consumer needs according to circumstances. There is currently a major difference in the requirements of these consumers where beverages are appreciated more for their food value than simply a liquid refreshment, and their nutrient value is the prime interest when selecting a product. The fact that they are consumed on the spot by active consumers who are in the majority women and children requires smaller volumes, smaller diameter containers and pouring devices for more convenient handling. Product perceptions and trends The perception of the new can concepts highlighted critical issues such as: more convenient, more appealing designs to attract the consumers’ attention, improved flavours, better price/quality ratio. Environmental issues were not as relevant in the consumers’ preference. The issues of highest importance perceived by the consumer were its lightness, its appearance, which should reflect product quality and safety, as well as being appealing to a wide range of consumers. Steel can concepts It was evident that innovation in the conception of new containers was of major importance for the image of the steel can. Convenience, with a preference for pouring devices and the self chilling capability were high on the consumer preference list. Market impact The introduction of these concepts would generate market share but to achieve this, effort needs to be directed towards the market requirements of women and children: * smaller volumes * improved convenience in handling and pouring * new sectors such as top quality juices, nectars, and dairy products such as milk shakes and yoghurts. To differentiate these products in the market place, new designs, shapes and pouring devices are imperative together with a new image of quality, healthier and safer beverages to meet the requirements of the young consumer. In conclusion, the positioning of the steel container would in this new packaging concept correspond better to the consumer preference apparent in the results of the Pan European Survey. Test on a high volume steel packaging concept for «new age» drinks Given the market potential which non-alcoholic and diet drinks represent, APEAL has conducted a test with high volume steel packaging concepts (1 and 2 litres) for these types of drinks, intended for home consumption and equipped with reclosable lids. The concepts were presented to a panel of 400 consumers in two Belgian cities, LiËge and Hasselt, which served as test markets. The test clearly showed that this type of steel packaging represents a safe, healthy image for family consumption, offers the convenience of handling and pouring and allows for long life conservation. The study indicates that one in five consumers of juices would purchase this packaging concept if it was readily available and that it represents a market potential not to be overlooked.