Coca-Cola's new paper bottle, for its plant-based beverage AdeZ, is likely to spearhead a new range of packaging innovations in the beverage market, according to GlobalData.
The paper-based bottle was first unveiled in October of last year, and was co-developed alongside Denmark's The Paper Bottle Company (Paboco), as well as a number of other beverage firms. It is due to be trialled in Hungary over the coming months.
According to GlobalData, the bottle will likely prove popular among the 43% of global consumers that state that the ethical or environmentally-friendly qualities of a particular product influence their product purchasing decisions.
New Possibilities
"Coca-Cola’s paper bottle will open up a whole new world of possibilities for beverage companies," commented Arvind Kaila, practice head of consumer beverages at GlobalData. "With growing pressure from consumers and government bodies alike on sustainability initiatives, it is no surprise that there has been a surge in research and development into paper bottles.”
The research firm added that 22% of global consumers now view recyclable or reusable packaging as 'significantly more important' since the start of the pandemic, with 12% citing it as their 'top priority'.
“Consumers worldwide are increasingly expecting brands to develop and bring to market new and sustainable packaging innovations," said Kaila. "Sustainability and reducing environmental impact have become increasingly critical to consumers’ brand perception in the pandemic because it has given consumers time to gain a new perspective on their environmental and social footprint."
As Coca-Cola’s project moves into the testing phase, it will help gather information on consumers' attitudes towards paper packaging and its suitability for grocery sales, GlobalData added. This information will likely be used in the further development of this packaging format in the long term, both by the soft drink giant and its competitors.
“This innovation is an important step in the development of a viable liquid packaging solution, and is likely to impact the overall beverage industry positively," said Kaila.
World Without Waste
Announcing the unveiling of its prototype paper bottle last October, which the beverage giant described as 'an innovative packaging technology that may help us achieve a World Without Waste', packaging innovation manager at Coca-Cola, Stijn Franssen said that the format was being put through significant testing to gauge its suitability for everyday use.
“We also reflect on how our consumers will react to this paper bottle. Topics like when and where it could be sold and how it can be recycled are all considered. The bottle must be explored from every perspective to ensure that we make the bottle the best it can be,” Franssen said.
“This is all part of our journey to find the most sustainable packaging solutions for people to enjoy our drinks in a way that is right for them, and that is right for our planet."
Coca-Cola recently announced that all its beverages packaged in the US are now to be packed with 100% recycled plastic material.
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