Smurfit Kappa survey predicts Bag-in-Box will attract 4.4 million new consumers in France and UK

19 Oct 2020 --- The COVID-19 pandemic is surging consumer demand for Bag-in-Box wines, attracting 3.7 million new customers in France and the UK in the last half year alone, says Smurfit Kappa.

According to new data from Smurfit Kappa and market researcher Wine Intelligence, the Bag-in-Box wine consumer market stands at nearly 12 million consumers in France and four million consumers in the UK.

“The future is bright for our Bag-in-Box solutions with the research finding that 4.4 million consumers are potential buyers of the product in the next six months,” says Thierry Minaud, CEO of Smurfit Kappa Bag-in-Box.

The potential buyers represent a possible 27 percent increase in Bag-in-Box consumers. The joint survey also pinpoints pandemic-induced purchase behavioral shifts as one of the key drivers for Bag-in-Box sales.

The survey reveals an additional 4.4 million consumers are open to purchasing Bag-in-Box wines.Reasons for purchase
The study surveyed the purchasing behavior of 2,069 consumers in France (1,049) and the UK (1,020) – adults who drank red, white or rosé wine at least once per month.

Consumers noted freedom of consumption, ease of transport and value for money as the main motivations for purchasing Bag-in-Box wines.

Bag-in-Box wine’s other benefits include lower carbon footprint and the ability to preserve wine for up to eight weeks after opening – compared to two to three days in a glass bottle.

“Bag-in-Box offers brands a more [environmentally] sustainable, cost-effective and consumer-friendly packaging solution that meets current consumer expectations, explaining its strong market growth,” notes Minaud.

The survey found four in ten potential Bag-in-Box wine buyers were under the age of 35 and would like to see smaller product formats. The research found the 3 L option to be the most favored Bag-in-Box wine product of those who frequently purchase Bag-in-Box wine.

Bag-in-Box in the bag?
In previous Bag-in-Box moves, Smurfit Kappa introduced a new tracking service coined SmartLife to boost traceability and shelf life for its Bag-in-Box wine packaging.

The company recently released two Vitop taps in its Bag-in-Box range, one of them being used for hand sanitizer, which has been in great demand since the pandemic’s outbreak.

In 2018, Smurfit Kappa also expanded its Bag-in-Box range to the fresh apple juice sector with its Thermo Bag launch.

Other packaging companies have also invested in the Bag-in-Box format over the years. For example, DS Smith’s plastics division Rapak tapped into Bag-In-Box solutions in 2018. A DS Smith-supported study from last year revealed that switching from buckets to Bag-in-Box saved a large European dairy company 83 percent in annual plastic usage.

Contrasting this trend, Innova Market Insights highlights a steady growth in the number of flexible packaging options in the cereal category, with manufacturers moving away from traditional Bag-in-Box options to flexible pouches and stand-up bags.

By Anni Schleicher

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