The number of beverage brands available on store shelves continues to grow, and such changes can increase the possibility of consumers facing difficulty in distinguishing one product from another – in fact, in 2014, it was announced that the soft drink market volume in Asia Pacific rose by 6.9% . As today’s consumers look for new means to express their identity and differentiate themselves from their peers, their purchase decisions for daily commodities such as food and beverage are factored in as well. In order to attract greater consumer attention, packaging has become a key tool for boosting brand loyalty, and is today one of the most important parts of a marketing campaign. Thanks to its visual appeal and close contact with the end-users, packaging can play a strong role in consumers’ daily lives. It is necessary therefore, for brands to address the design of new packaging carefully in order for it to have a lasting impact on buyers.
Regional Differences
A major challenge for food and beverage brands is also a simple one – how to market their products so that they stands out from the competition. Due to rapid urbanization and the rise of a middle class with higher disposable income in Southeast Asia, consumers’ lifestyles and demands are changing and they are more willing to spend on products that come in safe, reliable and innovative packaging.