Bringing Colour to the beer market

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Presented at the International Beer strategy conference held in April 2008 in Madrid

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Bringing Colour to the beer market

  1. 1. Bringing Colour to the Beer Market Madrid, 24-25 April 2008 Holland Colours NV, The Netherlands Alies Gonlag Global Industry Manager - PET Packaging Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  2. 2. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  3. 3. Holland Colours Profile Founded in 1979 Over 400 employees Worldwide network of agents 6 Plants, 6 Sales Offices Customers in 70 countries Colouring two Mio tons plastic Focus markets PET Packaging Building and Construction Silicones/Elastomers Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  4. 4. connecting comPETence® Portfolio & Markets PET Packaging Our Colour Portfolio Transparent, translucent or opaque colours in any desired shade Special effects colours Protective colourants for light (Holcomer) and for oxygen barriers (OXN) Our Markets Served Alcoholic Drinks: Beer, wine and liquor Non-Alcoholic Drinks: Carbonated soft drinks, Mineral Water, Juice, Milk Food: Edible Oil and Sauces Non-Food: Supplements, Household and Personal Care Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  5. 5. Holland Colours Growth Drivers Operational Excellence – the basis Global business practice - a reliable global partner Market driven - with more innovation Experience - unrivalled know- how in working with pigments, dyes and carrier systems. We deliver more than colours: Holland Colours: Colours of Value Colouring solutions for plastics & coatings Offering our customer Colours of Value
  6. 6. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  7. 7. … role of packaging in brand development ‘In the battle for the consumer mindspace, packaging may be the most important branding tool’ – Terry Levin Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  8. 8. … role of packaging and colour • Packaging has a symbolic (visuals, brand identity) and Symbolic Functions utilitarian (contain, protect, convenience) function • Physical Quality is no longer a factor of purchase qualification Utilitarian Functions • Emotions create decisions: Research suggests 73 % of purchasing decisions are made in store and colors are pivotal to success or failure • Colors catch shoppers eye and convey information Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  9. 9. … monitoring colour trends Our source for colour trends Information from all types of industries Colour directions guide design for a market colour Our translation into colours for PET ‘Spectral Evolution’ Colours matched in PET Available as a design tool, with bottes for discussions on colour selection Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  10. 10. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  11. 11. .. insight driving packaging development Consumer Packaging Goods Industry Survey: how important each mega-trend is in shaping your marketing and product development strategy? Health and Convenience are high up on the agenda Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  12. 12. .. insight driving packaging development Consumer Lifestyle mega trends Wellness Convenience Converter, Brandowner and Retailer Quality and shelflife Differentiation on the shelf Cost competitive *Source: Datamonitor; Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  13. 13. .. ‘hour-glass economy’ premium and value *www.brandchannel.com Colouring solutions for plastics & coatings Offering our customer Colours of Value
  14. 14. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  15. 15. Colours of Value Flavoured Mlik Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  16. 16. Colours Household Care Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  17. 17. Colours of Value Photograph: provided by Alpha (USA) Photograph: Personal Care and Cosmetics Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  18. 18. Colours of Value Photograph: provided by Alpha (USA) Photograph: Personal Care & Cosmetics Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  19. 19. Colours of Value Supplements Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  20. 20. Colour of value Photograph: provided by Alpha (USA) Photograph: PET jars for multiple applications Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  21. 21. Colours of Value UHT Milk Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  22. 22. Colours of Value Milk Tea Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  23. 23. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  24. 24. … global market segmentation and packaging mix * Internal estimate from sources: Artenius, LA-PET 2007, Euromonitor Consumer Packaging report June 2005 Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  25. 25. … current country share in beer in PET (%) Others USA Spain Estonia Latvia Lithuania Bulgaria Turkye Finland Austria Finland Israel S-Korea Germany Germany South Korea Serbia Ukraine Russia Romania Russia 0 10 20 30 40 50 60 Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  26. 26. .. market trends for beer in glass Premium & seasonal launches remain important Beer becomes healthier, organic formulas, lowering Organic Pils Temperature Seasonal Art Deco calories, add vitamins Germany Indicator/France Malaysia Premium Premium, Portugal, Fruit Flavored Low Carbo/Sugar Russia Premium Safrica, Colombia China, Ireland Colouring solutions for plastics & coatings * Source:GNPD/Mintel Offering our Customers Colours of Value
  27. 27. … opportunities for beer in glass Female Market Seasonal Low Calorie Organic Natural Freshness * Datamonitor Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  28. 28. … advantages of PET over glass Lightweight Cost benefit in logistics Flexibility Design Production Consumer convenience Portability Shatterproof Recloseable (?) Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  29. 29. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  30. 30. .. packaging beer in PET Beer in PET 7 billion containers globally, growing 20% p.a. * Barrier systems :2,2 bn 0,7 Bn Russia 0,8 Bn W-Europe 0,4 bn S-Korea 0,3 Bn USA/LA-Americas with * Internal estimate, data Husky (LA-PET 2007) 50% multilayer, 30% monolayer and Invista (Novapak 2008) with additives & blends and 20% coating Remainder is monolayer mainly used for1,5 –2 ltr for Russia & Ukrain Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  31. 31. .. demands for beer in PET Improved barrier improvement Commercial barrier systems on the market: factors (O2,CO2) to ensure required shelf life O2 active scavenging Block out light that reacts with Metal (-assisted) oxidation certain hops, which could damage the flavor CO2 passive barrier Keep it cool… Special polyamide resins/grades, Nanoclays (In)organic coatings (C,SiOx) Many combinations of above-mentioned technologies Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  32. 32. … our contributions to beer in PET In close cooperation with our customers and the other partners in the value chain we develop Colours for optimal performance in barrier systems for shelflife in PET Packaging Colours and additives for selective light protection A palette of eyecatching colours for differentiation on the shelf Offering differentiation on the shelf and protection for improved shelflife Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  33. 33. .. the right colours for shelflife … as example: monolayer PET bottle using Holland Colours OXygeN- colour an OXN formulation formulations are developed for compatibility with barrier systems Where interaction between barrier and colours/additives is possible Building an approved list of green and amber colours from barrier material producers Several amber and green products commercialized Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  34. 34. .. colours for light 1860-1930 protection Why use colour? Block out light that reacts with certain hops, which could damage the flavor. Brown blocks best. Improved logistics and storage in 60 Yellow Green Light Brown Red Brown boxes do allow use of colourless or other colors than brown 50 What protection is provided? Transmission (%) 40 PET is transparent in the visible region and provides absorption up 30 to 320 nm UV absorber for absorption up to 20 380 nm With Red and Yellow visible light is 10 blocked in over wavelength 380-500 0 nm 300 400 500 600 700 Wavelength (nm) Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  35. 35. .. and differentiation ‘The product promises, the content delivers, but it is the package that captivates.’ Physical Quality is no longer a factor of purchase qualification Emotions create decisions. Over 70 % of purchasing decisions are made in-store Colours are pivotal to success or failure; catch shoppers eye and convey information Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  36. 36. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  37. 37. … taking into account consumer associations Association glass bottle and the customary clinking sound accompanied by a quot;cheersquot; Glass is perceived as a better retainer of flavour Lightweight puzzles beer drinkers used to heavy glass bottles ‘Cold-Fresh’ sensation using glass Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  38. 38. … surveys on perception Consumers strongly prefer glass for beer and liquor (Baton Rouge) Acceptance is highest in the 18 to 25 age group and lowest in the 50+ age group. It is not about taste: Profakt GmbH’s blind taste tests glass versus PET bottles: similar quality in taste For events it is OK! Customers favour convenience of PET bottles at stadiums and concerts Source: Shelfimpact, September 10, 2006 Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  39. 39. … challenging the perceptions in PET use PET to develop novel shaped bottles to target the young population PET bottles also offer reclosable caps that give the customer the option to enjoy the drink at leisure PET beer bottles to gain visibility on retail shelves as a convenient package with great visual appeal Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  40. 40. Bringing Colour to the Beer market Holland Colours Role of packaging Consumer Insights Colours for PET Packaging Market trends and opportunities Packaging Beer in PET Challenging perceptions Summary Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  41. 41. Summarizing Growth opportunities in PET packaging from organic growth and conversion of glass for beer The technologies for barrrier and and colour system to obtain shelflife are available Colors are pivotal to success or failure as colors catch shoppers eye and convey information Success for beer in PET is about challenging consumers perception, as PET beer bottles have potential to gain visibility on retail shelves as a convenient package with great visual appeal: Colouring solutions for plastics & coatings Offering our Customers Colours of Value
  42. 42. Wishfull thinking? What do you think? ‘the generation that has grown up with soft drinks packed in PET doesn't think twice about beer in a plastic bottle, and so it is likely that it will not be long before beer packed in PET will become commonplace in supermarkets, pubs and clubs throughout the world.’* Colouring solutions for plastics & coatings Offering our Customers Colours of Value * Source: Materials World Vol 8, No.8, pp 14-17
  43. 43. Colouring solutions for plastics & coatings

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