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Packaging Industry in Germany

Germany packaging industry forecast to be driven by a stronger economy and increased consumer spend


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2014-04-02 09:59:01 - Packaging Industry in Germany - a new market research report on companiesandmarkets.com

Improved purchasing power and diverse consumer tastes back unit volume growth.The 2010/2011 economic growth and recovery aided overall unit volume growth as customers spent more on a wide variety of products targeted at different tastes. The few children born meant that parents and guardians had more money per child and this led to improved purchasing power among younger and more vocal consumers. In addition, the ageing nature of the population promoted more expenditure on cat and dog food as more people kept pets for company and free-time activities.

Healthier lifestyles and convenience as formidable trends. The 2010/2011 period saw a rise in interest in healthy nutrition and healthier lifestyles. In a bid to prevent ill health, the ageing population consumed less

 

 

beer and fewer tobacco products. More consumers prepared meals at home and engaged in fitness and wellness activities like jogging and aerobics. This situation benefited flexible plastic and paper packaging used in sauces as well as the more portable small-sized PET bottles. A growing interest in clear labelling and better identification (especially for non-GMO products) was also noted as factors influencing the choice of pack types.

Trendiness gains stature as a packaging feature. An increase in purchasing power of a sizeable group of vocal youthful consumers tended to raise the significance of trendiness as a feature of packaging. The decline in birth rates over the last few years made parents, grandparents and guardians more generous to children and 2010/2011 economic recovery and growth improved disposable incomes, thereby resulting in improved purchasing power among younger consumers. For many young consumers, image and trendiness ranks high and this aspect benefited metal beverage cans, on which attractive colour designs were used. Moreover, the sound of gushing gas during the opening of metal beverage cans was reported to add significant fun during consumption. Plastic packaging with improved closures such as the beverage flip-top closures also tended to benefit from this trend.

Fairly high level of interest in sustainability but little action. Over recent months final purchase decisions were greatly influenced by the desire for convenience and much less by the interest in eco-friendly consumption choices. This has been vindicated by the rising shares of plastic in most product groups at the expense of paper-based and glass packaging. As early as 2008, Naturschutzbund Deutschland eV (NABU; Nature and Biodiversity Conservation Union) observed that over half of the beverages sold in Germany were contained in non-returnable packaging materials and that the overall share of environmentally-friendly packaging materials was falling. These trends have continued, with glass losing significant market share in alcoholic drinks in the face of expanding metal beverage cans, while liquid carton containers faced a strong onslaught from PET in the soft drinks category.

Upward pressure on raw material prices precipitates price increases for end products. For most of 2011, rising raw material and operational costs topped the list of worries of both packaging and end-product manufacturers. Whereas the recent uprisings in the oil-producing Arab countries affected crude oil supply and prices, the nuclear catastrophe in Japan triggered a switch away from nuclear energy in Germany. The stiff competition in most categories tended to hinder price increases in some categories, but company sources report that many end-product producers were abandoning price-based competition, which has, in the past, been driven by discounters. Nestlé Waters Deutschland announced price increases for its bottled water brands like Vittel, Pure Life, S Pellegrino and Fürst Bismarck with effect from July 2011, partly due to rising costs for PET packaging. Hövelmann-Gruppe planned price increases for its products like Rheinfelsquelle, Römerwall, Ardey, Mercator, Rheinperle and Sinalco. Other trade sources like Wirtschaftsverbände Papierverarbeitung (Association of Paper Processing Organisations; WPV) also reported that raw material price increases were slowing down growth in 2011.

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