IPI_Innovative packaging + Caliz

Beverage packaging trends in 2020: what makes Caliz aseptic carton so innovative?

With an expected CAGR of 4.5% in 2016-2025[1], the global beverage packaging market never stops growing. Among the trends behind this rise, the adoption of bioplastics and the demand for convenient and eco-friendly packaging solutions are noteworthy. Also, the surging demand for small packs and premium products, mainly influenced by family shrinking in size[2]on-the-go lifestyle becoming more common, an average increase in disposable income, and a significant shift towards green-conscious consumer habits[3]. Such powerful market forces, combined with ever-changing customer needs and new environmentally concerned regulations[4], have spurred many R&D projects in recent years, resulting in major innovation both in shapes and materials.

A significant phenomenon to take note of in this context is the growth of aseptic carton over glass. With the latter being more and more utilized for alcoholic beverages alone, carton is going to register a very significant traction during the forecast period, especially for milk, juices, and soft drinks[5]. This is no surprise, given the sustainable nature of cartons. According to a 2019 lifecycle assessment[6], single-use beverage cartons compare favorably with reusable glass bottles and outperform single-use PET bottles across the juice and UHT milk market segments. 

Aseptic carton packaging manufacturers have studied new solutions to pack milk, fruit juice and other beverages, offering new shapes and formats. The results are innovative packaging that suits a variety of needs and various consumption occasions, also including on-the-go and home consumption. Pushing on innovation, appeal and ergonomics, it is possible to catch consumers' attention and drive preferences. 

Let’s discover how.

Innovation in aseptic carton shapes

To keep up with consumers, aseptic carton packaging manufacturers have modernized their offer over the years, in particular when it comes to milk and juice carton packaging. According to Nielsen’s Research "Packaging evaluation", the customer reaction has been very positive. A key factor behind this evolution has been the research for originality in shapes, which speaks to final costumer profiles such as "Pleasure Seeker" and "Selective". Appeal is another crucial innovation driver. The current trend is for shapes to become thinner and more harmonic - that is, symmetrical, but without squared lines. Appeal speaks to the "Pleasure Seeker" and "Convivial" audiences, satisfying respectively their demand for self-gratification and social engagement. Finally, ergonomics: packaging companies are under pressure to make packaging handier and stronger without losing ground on quality. As wellness increasingly fascinates the market, ergonomics, being associated with comfort and safety, is getting more and more important in the consumers' expectations[7]. New packaging tends to show major advances as regards ease of gripping, stability, robustness, and ease of pouring and drinking. Ergonomics speaks to both "Pragmatic" and "Convivial" targets. 

For a deep down into this categorization of market segments and the topic of carton shapes, please have a look at IPI's report.

Innovation in aseptic carton packaging materials

Innovation is not just a matter of shapes, but also of materials. New packaging materials have been introduced to enhance aroma retention, heat \insulation, strength, sealing and barriers against moisture[8]. With regard to aseptic carton, multilayer technology dominates the landscape, increasing both durability and strength without making any tradeoff with handiness. To compete with plastic and glass, cartons have moved towards a multilayer structure, with layers including paperboard for the most part as well as aluminum and plastic, the latter ensuring long-term preservation. 

Nowadays, aseptic carton is mostly used for milk, fruit juice and soft beverage packaging. It is hygienic, resistant, and can't be broken down accidentally as glass. Most notably, it offers several advantages in regard with palletisation, transportation and storage.

Last but not least, aseptic carton offers a wider surface area compared to glass, and this represents a sizable opportunity for brands to showcase their message and stand out in a crowded shelf.

The case of Caliz aseptic carton packaging

Caliz, i.e. IPI's flagship packaging solution, has been built upon these findings. It is designed for strong shelf impact, perfect handling and a pleasant pour-from and drink-from experience. 

Appeal-wise, the package is attention-grabbing and encourages impulse buying: rounded corners, wide graphic areas mixing colour and text draw attention and provide a chance to brands to deliver their message loud and clear. The harmonic shape together with the wide surface area lend themselves beautifully to milk and juice packaging solutions and give the impression of a premium product. Because of this, Caliz is ideal for value-added beverages like organic juices, milk, enriched or lactose-free, drinking yogurt, energy drinks, coconut water and coffee-based products as well as dairy veg alternatives such as soya-based drinks.

A great deal of thought has been given to ergonomics, since the customer experience is not just about eyes, but also functionality. The symmetrical rounded corners, combined with Caliz being the size of a hand, the easy grip, and the screw cap, make for a product that is synonymous with comfort and safety, suitable for both domestic and on-the-go lifestyles.

Innovation in aseptic carton packaging has been paramount in recent years, both in shapes and materials. Caliz aseptic carton is the ideal case study.


[1] grandviewresearch.com/industry-analysis/beverage-packaging-market
[2] persistencemarketresearch.com/article/packaging-market.asp
[3] grandviewresearch.com/industry-analysis/beverage-packaging-market
[4] persistencemarketresearch.com/article/packaging-market.asp
[5] packaginginsights.com/news/benchmark-carton-life-cycle-assessment-identifies-eco-benefits-over-glass-and-pet-alternatives.html
[6] packaginginsights.com/news/benchmark-carton-life-cycle-assessment-identifies-eco-benefits-over-glass-and-pet-alternatives.html
[7] trendhunter.com/protrends/beverage-ergonomics
[8] grandviewresearch.com/industry-analysis/beverage-packaging-market
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