Aseptic carton packaging grows in the beverage industry Consumers continue to seek eco-friendly, clean label packaging

As more consumers seek better-for-you beverage options, they continue demanding packaging that reflects their eco-friendly, healthy lifestyles. Eighty-three percent of Healthy Beverage Shoppers, those who choose beverages for health reasons, want more information about the ingredients, the eco-friendly attributes of the package and the brand itself, according to a 2015 EcoFocus Survey of 3,800 grocery shoppers.

EcoFocus’ April research notes that Healthy Beverage Shoppers are 61 percent more likely to think that beverages in cartons are a healthier packaging option. The research shows that 39 percent of these shoppers think that products packaged in cartons are better tasting, fresher and retain more nutrients over time than beverages in packaged bottles.

“Consumers are making a strong connection between their personal health and the environmentally friendly choices they make,” says Erin Reynolds, marketing director at Evergreen Packaging, Memphis, Tenn. “Shoppers are rethinking what they buy: it’s not longer just about the ingredients, it’s now about the packaging as well.”

She adds that refrigerated cartons are well aligned to what is most important to consumers. “They want to taste the beverage — not the package,” Reynolds says. “They want nutrient protection and freshness without preservatives. They want to recycle the package, and they want to use less plastic for both health and environmental reasons.”

Beatriz Callanta, market communication manager of North America for SIG Combibloc Inc., Chester, Pa., agrees. “These days, U.S. consumers look at packaging differently from the way they did five years ago,” she says. “More and more consumers are beginning to understand that packaging not only has a protective function, but it should also be a sound and workable choice in commercial and environmental respects.”

Packaging experts note that aseptic cartons provide an excellent packaging option, particularly for natural, good-for-you, organic and premium beverages. Cartons also provide beverage-makers with a high-value graphic space to build greater engagement with their customers.

“Cartons are helping brands expand into new channels and connect with new consumers,” says Tetra Pak Inc.’s Vice President of Sales and Marketing Eliseo Barcas. “A great example is that of millennials, who are gravitating toward cartons for their smart design, light weight, ease of storing unused portions and eco-friendliness.”