Plain. Basic. Everyday. According to a recent Numerator study commissioned by O-I, these are just a few of the words associated with the current state of sparkling water in cans. While this perceived notion of down-to-earth relatability might work when marketing to certain consumers, it also demonstrates that the need in the category far exceeds a singular canned approach. That’s where the opportunities of glass packaging come in.
There is currently an unmet need when it comes to glass, and the consumers who are interested in it are some of the most highly engaged in the category. One of consumers’ biggest barriers to purchasing sparkling water in a glass bottle is one of the most solvable: availability (according to 44% of respondents buying only can or plastic packaged sparkling water.)
Considering adding glass to your product portfolio? Discover the impacts it can make when it comes to brand perception, incremental sales growth and buying frequency.
Increase brand revenue.
Consumers who favor glass make the register ring two times more often. Shoppers who buy both canned and glass-packaged sparkling water shop the category 19 times per year (and spend over 2X more,) while those who only shop for cans, are buying 9 times per year.
Increase value perception.
Glass is perceived as a premium option. Most shoppers refer to it as a more refreshing option. That perception is a reality as well. With no lining or chemicals required, the taste preservation of glass packaging is second to none.
Drive incremental sales.
Offering a glass product or product line opens the door to new audience segments and new consumption occasions. These audiences are younger, affluent, ethnically diverse, and most importantly – highly engaged in the category.
One material does not fit all.
Across all shopper segments, there is significant interest in branded glass bottle options. In fact, almost a third of can- or plastic-only shoppers say that they would be interested in buying glass if their preferred brand offered it – and over half of those interested are willing to pay a premium.
The demand and interest for glass packaging is not reserved for the sparkling water category alone. From functional drinks (think probiotics and vitamins) to RTD cocktails, those brands looking to elevate both perception and sales are beginning to realize that the future is clear—the future is glass.