Single serve and premiumization: two new consumption trends

bottles 25cl (PresseBox) (Düssseldorf, ) Emblematic engraving, high neck, tall body, pronounced shoulders, one-of-a-kind capacity. The quality of wine bottles is rising and consumers are increasingly looking for products that have a luxurious, first class look and feel to them.
New trends are emerging, such as premiumization and single serve, the latter refering to smaller containers for individual consumption.

Premiumization
In recent years, the mid-range segment has shrunk, to the benefit of the lower and upper ends of the market. Whilst the low cost segment is developing, it's the top of the range that’s growing at an unprecedented, rapid rate.
This trend is transforming the market and drastically redefining what makes a luxury product. Some consumers are willing to go for the best, most expensive option. Since the world's top vineyards are to be found in a relatively small number of locations, there is currently a market shortage of fine wines, and packaging must show imagination and creativity to maximize its appeal – a concept known as "premiumization". In this area of the market, only glass is truly able to show wine in all its nobility. Each container intended for this target is studied right down to the last detail, and everything possible is done to win over consumers.
As a rule, wine consumption is shifting up the range in all countries. Packaging is more qualitative and coherent, with attributes that are more and more carefully chosen to produce the maximum effect. For example, wine drinkers in the United Kingdom are, on average, choosing to buy products of increasingly high quality, without reducing the quantity.

Single serve
For over two years, the market has been moving towards individualized consumption with the focus on smaller formats.
They are especially popular with "new" consumers: mostly younger people, with a majority of women, who are sensitive to designs and trends. This type of consumption mainly applies to mid-range non-sparkling wines intended primarily for export.

The regions concerned are Asia-Pacific, North America and Europe, mainly the UK.
Between September 2003 and June 2006, the market for small containers grew by 28% whilst the global market expanded by 14% in North America, with the trend already taking hold in Europe.

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O-I Sales & Distribution Germany GmbH
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Angelika Frost
Senior Consultant

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