While PET bottles have traditionally had a stronghold in the packaged water category, Canadean sees ‘great potential’ for metal cans as new water products emerge and gain ground in the market.
In particular, flavoured sparkling waters are helping the growth of metal cans in more and more markets, mimicking traditional carbonates, according to Chris Strong, analyst at Canadean.
Carbonate volumes in metal cans fell by 1% in 2014 as consumers turned to healthier choices.
Despite a negligible share in the global packaged water market, metal can use in the category increased by 17% in 2013-2014, and is expected to grow a further 9% in 2015.
Innovation spurs uptake
Metal can producers are expected to continue investing in new technologies, such as light-weighting techniques, better can functionality, and production techniques.
Different sizes are also helping capture a wider range of consumption occasions and consumers. As examples, small pack sizes meet those looking for portion control or calorie control, while slim cans are suited to premium positioning.
Added value features such as easy-to-pour ends or resealability also offer opportunities.
Metal can innovations
- Rexam’s Cap Can is a resealable and reusable aluminium can
- Xolution’s XO closure is a resealable operating system, which works by sliding a closure strap back or forward over the opening.
- A Klear Can from Milacron is ready for market trials, having passed a key food safety test
- Rexam’s identifies water as a 'tremendously fast growing' sector for cans
- Crown has launched its ‘cottle’ can - a cross between a can and a bottle.
- Data Matrix Codes can be positioned underneath the tab on a can, which consumers can scan with their phone.
Regional picture
Metal cans increased 17% in the global packaged water market, and are also gaining more significant regional volumes.
The category expanded by more than 34% in North America, and grew by 11% in Latin America (attributed to the success of a 23.7cl size in Mexico).