The beverage industry is booming with continuous launches of new craft beers, sodas, energy drinks, and healthy or performance-enhancing beverages. Significant growth in these segments is an indicator of consumer excitement over the new beverage choices available on store shelves. However, as options continue to grow, package design plays an increasingly important role in driving awareness at point of purchase.
In support of its “Open Up to Cans” campaign, the Can Manufacturers Institute (CMI) commissioned consumer insight research to better understand how beverage packaging impacts consumer preference and drinking experience. The results highlight the importance of the can’s graphic, sensory and functional benefits for consumers, which could affect decisions made by beverage package designers and marketers.