December 2018 SPRAY 25
Advancing Sustainable Materials Management Report. Also, unlike
plastic and some glass, when aluminum is recycled, it does not
have to be downcycled and instead can be used for the same
application post recycling.
3 Consumers care about convenience
when choosing products
Today’s consumers are on the go and looking for products that
make their lives easier. To meet this need, brands are converting
products into new formats more suitable for today’s consumer.
A prime example of this exists in the sun care market. In
2005, approximately 95% of sun care packages sold in North
America were lotions sold in plastic tubes. By 2020, Euromonitor
International projects that only 63% of packages will be in
plastic. The industry has gradually transitioned to aluminum
aerosol packaging for a variety of reasons, but the convenient
user experience is the main driver. Instead of rubbing lotion
into wet, sandy or sweaty skin, users can now apply a consistent
layer of product without ever having to touch the sunscreen,
thus avoiding the messy after-effects and completing the job in
much less time.
Another product category that has seen significant transition
to a new, more convenient application is deodorant. Over the
past six years, aluminum aerosol deodorants in the U.S. have
doubled the growth rate of traditional deodorants. Euromonitor
is projecting growth rates will expand even more going forward.
Consumers are choosing the spray format, and (again) a better,
more convenient user experience.
Convenience isn’t only limited to new or better product applications.
Convenience also applies to package size. “Mini” or
“travel size” formats are designed specifically for the on-the-go
consumer. These formats have shown significant growth across
the personal care and beauty, hair care and even home care
product categories, among others.
The secondary benefit to brands using new formats is higher
profitability. By investing in packaging that better addresses consumer
pain points and provides a better consumer experience,
brands are realizing that the increase in packaging spending
will be more than offset by gains in market share, elevated price
points and increased profitability. In the case of sun care products,
certain research indicates brands in aluminum aerosols
today receive an increased price per ounce of approximately 10%
compared to products in plastic tubes.
Premium. Sustainable. Convenient. Addressing these key trends
can deliver outsized growth for brands across product categories.
For those of us in the aerosol products supply chain—whether
a formulator, package provider, value manufacturer or raw
material supplier—we can help drive the future growth of our industry
and help our customers succeed in the market by placing
elevated level of focus on addressing these key trends. Spray
Trending by the numbers...
(projected)