October 4 2007, 10:58

Average size of juice package reduces in Russia

According to the data of surveys conducted by SIG Combibloc company, the world leader in the sphere of aseptic package and equipment manufacturing, more than 500 mln. L of juices and juice-containing drinks will be sold in the portion package of 0.3-0.5 L capacity in 2007, Yarmarka informs.

To the opinion of the analysts of SIG Combibloc, the accurate trend has been traced in the large cities of Russia - it is connected with the increased prosperity of the population and the changed style of consumption; the buyers choose for individual portion package; they purchase these items more often and in larger volumes. According to SIG Combibloc data, in the first half 2007 the demand for portion package of 300-500 mL capacity has increased 15%. The growth trend will be preserved in the several next years. By 2010 the share of drinks in portion package will reach 24% of the total volume of juice and juice-containing drinks market.

The research proved that the share of the portion package is growing due to the liter package. As of today, this type of package occupies the greatest share of 60%; however, the experts of SIG Combibloc forecast the share to decline to 50% by 2010.

"Having analyzed the demand structure on the market of juices and juice-containing drinks, we made the conclusion about the vividly traced trend - the boom of portion package, - Nana Rubina, the Leading Analyst of SIG Combibloc, says. - The thing is, the convenient utilization of the product becomes one of the priorities for the purchase. A person purchases drinks to drink it and to throw the pack out immediately. That's why portion package is ideal for one-shot consumption of the product, for example on road, in the office or school".

To the opinion of SIG Combibloc experts, 500 mL volume let the producers master new sales channels and extend the sales due to the approach to a new group of consumers - the children older 4 years and their parents. Also, the sales of portion package are very profitable for the producers, because the margin capacity of such product is higher. This conclusion is proved by the growing interest of the leading companies - juice producers to this type of format. Today the portion package is an obligatory item in the assortment of all leading producers of juice products. Juices and nectars are packed in 500 mL package by "Nidan" company (brands "Moya Semya", "Ya"), "Lebedyanskiy" (brands "Tonus", "Fruktoviy Sad", "Frutonyanya"), "Multon" (brands "Diva", "Dobry", "Yasli-Sad"), "Wimm-Bill-Dann" (brand "100% Gold"). In August 2007 "Wimm-Bill-Dann" company announced about the launched production of the juice in portion package: juice of "Lyubimiy Sad' brand will be packed in 500 mL package.

According to the forecasts of SIG Combibloc company, the popularity of the products in portion package will further grow, because this direction is innovative and attractive to a certain extent to all market players - buyers, sellers and producers.