ASIA – The Asia Pacific region holds some of the best opportunities for packaging and closure unit volume increase in still red, white and rosé wines, particularly glass packaging.
According to Euromonitor International, global retail demand for still light grape wine is set to grow by a 2% CAGR to hit 20.3 billion units by 2018. Yet despite the domination of the ‘Old World’ in still wine consumption in glass bottles in 2013, Western Europe is predicted to see a decline while glass packaging for wine is “finding a new lease of life” among developing regions.
“In the near future, packaging for still light grape wine will find the bulk of its global growth potential in Asia Pacific,” said Karine Dussimon, senior packaging analyst at Euromonitor International.
“The region will, over 2013-2018, generate some 1.3 billion additional units.
“Asian consumers are warming to still light grape wine consumption, seduced by a certain perception of the product as being sophisticated. In China, by far the most promising country for still wine packaging, red wine is perceived as having health benefits and appeals to consumers for this reason.”
In comparison, Western Europe is experiencing a mild but steady decline, she said, due to high maturity levels and ongoing expenditure restraint amongst many consumers in the wake of the 2008 economic crisis.
Packaging formats for wine
The 750 ml glass bottle and cork currently represents the bulk of wine packaging volumes.
“Glass holds a share of 85% of the entire category; a characteristic which comes to a great extent from the traditions of wine production and consumption in the Old World,” explained Dussimon. “This homogeneity in the market for still wine packaging and closures is not expected to change in any drastic manner through to 2018; yet there are some areas of diversification in evidence.”
Because of the sense of sophistication and the etiquette around wine drinking, particularly in Asia, the 750ml glass bottle is expected to continue its “unrivalled ascent” for still light grape wine in emerging countries.
“This is also why, despite the metal screw closure seeing the biggest growth as a closure type globally, the more traditional cork will take the lead in newer wine territories such as Asia,” Dussimon commented.
“It seems that the glass industry can only benefit from renewed investments outside of the Old World, where still light grape wine keeps creating interest.”