Innovations in Glass Packaging for Food and Drinks: Premium and sustainable applications and the impact of emerging markets

Glass is a material that has been used in the food and drinks industry as a form of packaging and is often used for premium purposes. The material also has a number of ethical benefits such as being recyclable and reusable and is one of the only materials that can be easily recycled as part of a simple process. Furthermore, the structure of the material will not deteriorate when reprocessed.

The global glass packaging market for food and drinks was valued at about $26bn in the year ended December 2009. In Western Europe and the US, the market is fairly mature. However, growth in the industry will primarily come from the key emerging markets such as China, India and Russia. Ethical concerns relating to sustainable packaging will drive innovation and demand for glass packaging.

The report contains a summary of innovative and novel products in glass packaging launched between May 2006 and April 2009 as reported by Product Launch Analytics, an in-house database of new product launches. Innovation and NPD are analyzed by region and end-user industry and emerging market trends are illustrated in the report.

Key Features

• Key trends, market drivers and resistors to the growth of global glass packaging market.
• Role of the key sustainability factors associated with glass that positions it as a preferred packaging material across food and drinks sectors.
• Analysis of food and drinks launched in innovative glass packaging between 2006 and 2009 from the data sourced from Product Launch Analytics.
• NPD and innovation trends in glass packaging across various geographies and food and drinks categories.
• An investigation into the role played by NPD and innovations in glass packaging for product differentiation among food and drinks manufacturers.

Key Benefits

• Predict future growth areas in glass packaging based on this report’s findings on packaging innovations and NPD by food and drinks categories primarily in Europe, Asia-Pacific and North America.
• Identify key trends that are shaping the glass packaging market and examine the key market drivers over the next five years detailing trends in packaging innovation.
• Improve the targeting and effectiveness of your NPD strategy using this report’s analysis of products launch data of over 22,000 product launched between 2006–09.
• Learn from the NPD and innovations in glass packaging by major players in the global market for packaging materials to effectively replicate their successes in the future growth markets.
• Discover the impact of consumer and sustainability/regulatory drivers on glass packaging market and examine the most innovative products launched and areas of opportunity for the manufacturers.

Key findings


The FDA in the US designates glass as a ‘Generally Recognized as Safe’ (GRAS) packaging material. The safety of glass is primarily attributed to its two features: inertness and impermeability. Glass containers offer better protection for sensitive food and drugs due to its impermeable nature.

The global glass packaging market for food and drinks was valued at about $26bn in the year ended December 2009. Asia-Pacific is the largest glass packaging market with 35.7% share by value while Europe registered a 30.7% share in this market in 2009.

Europe is the largest market with 47.3% share of all new food and drinks launched in glass packages in 2009. Asia-Pacific ranked second in order after Europe, recording 20.0% share of all NPD in food and drinks in glass packaging in 2009, an increase of 3.3 percentage points over 2006.

Among all new food and drinks launched in 2009, 15.5% were packaged in glass, a decline of 0.7 percentage points over 2006. Food products accounted for the largest share, 49.6% of all new launches made in glass packaging in 2009, an increase of 6.7 percentage points over 2006. Increasing use of glass packaging in sauces, dressings and condiments, and sweet and savory spreads contributed to the growth in share of foods with glass packaging through 2006–09.

Manufacturers of premium and delicate products still prefer ergonomically molded glass containers with sleek looks and designs that better highlights the upscale credentials of the product. Enabling technologies such as advanced narrow neck-press-blow, blow-blow technologies and internal embossing has reduced the overall weight of glass packaging. Apart from meeting sustainability norms set by the regulatory authorities, such lightweight packaging adds to the consumer’s convenience, lowers their carbon footprint and reduces distribution costs for the manufacturers.

The global market for nutraceuticals/functional drinks is projected to grow at a CAGR of 6.8% during 2009–14 with a significant demand emerging from Japan. Glass as a packaging material is coherent with the attributes of these functional beverages due its characteristic properties of purity, quality, and sustainability.


Key questions answered by this report

• What are the key drivers and resistors to the growth of global glass packaging market for food and drinks?
• What change in consumer behavior in conjunction with sustainability factors are driving NPD and innovations in glass packaging?
• What are the key growth opportunities within the glass packaging market?
• What was the size of the global glass packaging market by value in 2009 and which geographic regions and food and drinks categories registered highest NPD in glass packaging during 2006–09?
• How food and drinks manufacturers will benefit from advancement in technologies in the glass packaging market?



Report Highlights

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About the author 2
Disclaimer 2
Executive summary 11
Market dynamics 11
Drivers and resistors 12
Innovation and new product development 13
Key trends and product examples 13
Chapter 1 Introduction 14
What is this report about? 14
The glass packaging market defined 14
Report structure 15
Chapter 2 Market dynamics 16
Summary 16
Market by value 17
Glass packaging and other materials 18
Market value by region 18
Market by volume 20
Market volume by end-use industry 21
Competitive landscape - major players 22
Owen-Illinois (O-I) 23
Company overview 23
Recent financial performance 23
NPD and innovation 25
Saint-Gobain 26
Company overview 26
Recent financial performance 27
NPD and innovation 28
Ardagh Glass 30
Company overview 30
Recent financial performance 30
Innovation and NPD 30
Vitro Packaging 32
Company overview 32
Recent financial performance 32
NPD and innovation 34
Sisecam (Anadolu Cam) 35
Company overview 35
Recent financial performance 36
NPD and innovation 37
Chapter 3 Market drivers and resistors 39
Summary 39
Introduction 40
Sustainability 41
Changing consumer behaviors 45
Growing demand for premium products 45
Ensuring the safety of sensitive drinks 47
Mealtime fragmentation 49
Enabling technologies and advancements 50
Internal embossing 50
Light-emitting diode technology 52
‘Nearly’ unbreakable glass 54
Maintaining optimal temperatures 55
Nanotechnology 56
Regulatory pressures- higher glass recycling targets 57
Threats from alternative packaging materials 57
Higher design flexibility in alternative packaging materials 57
Cheaper alternative packaging materials 58
Technological advancements in plastics 59
Chapter 4 Innovation and new product development 60
Summary 60
Introduction 61
Share of glass and other packaging materials in NPD 61
Performance of glass and other packaging materials 62
Major food and drinks markets using glass packaging 63
Sauces, dressing and condiments 65
Wine 66
Spirits 67
Soft drinks 69
Beer 70
Other emerging end-user markets 72
Glass packaging by geography 73
Europe 75
Asia-Pacific 77
North America 80
Chapter 5 Key trends and product examples 83
Summary 83
Introduction 83
Brand building and product differentiation 84
Enhancing premium appeal 84
Artisanal glass bottles 85
Designer caps/corks 87
Creating coherence with product attributes 87
Nutraceutical soft drinks 87
Colored glass 88
Consumer interaction 89
Glass enhancement through labeling and decorative attributes 90
‘Snaptag’ labels on glass bottles 90
Acid etching 91
Applied ceramic labeling on etched glass 92
Heat transfer labeling/printing 92
Pressure sensitive labeling 93
Shrink Sleeve 94
Product safety 96
Convenience 98
Chapter 6 Conclusions 100
Key glass packaging trends for the future 100
1 – Emerging markets 100
2 – Premium/indulgence 100
3 – Regulatory pressure 102
4 – Product safety 102
5 – Lightweighting 102

Table of figures
Figure 1: Value of the glass packaging market for food and drinks ($bn), 2009–14 17
Figure 2: Value of glass packaging market for food and drinks by geography ($bn), 2009–14 19
Figure 3: Volume of glass packaging market for food and drinks (bn units), 2009–14 20
Figure 4: Volume of glass packaging market for food and drinks by end-use industry (bn units), 2009–14 22
Figure 5: O-I financial performance ($m), 2007–09 24
Figure 6: Lean+Green Lightweight Wine Bottles 25
Figure 7: Internal embossing from O-I 26
Figure 8: Saint-Gobain financial performance ($m), 2007–09 28
Figure 9: Down Under by Crane Lake 29
Figure 10: Silver Palm Cabernet Sauvignon 29
Figure 11: Coca Cola 330ml bottle 31
Figure 12: Uncle Ben’s lightweight jar 31
Figure 13: Vitro Packaging financial performance ($m), 2007–09 33
Figure 14: Vino Lite 34
Figure 15: Saké2me 35
Figure 16: Sisecam financial performance ($m), 2007–09 37
Figure 17: Topkap? Rak? 38
Figure 18: Drivers and resistors of the use of glass packaging in the food and drinks market 40
Figure 19: Comparison of packaging materials based on sustainability factors 41
Figure 20: Glass recycling rates in 2008 for select European countries 42
Figure 21: ‘Super Returnables’ campaign by SABMiller and AB-Inbev's Stella Artois beer in recycled bottles 43
Figure 22: Change in consumer behavior driving demand for glass packaging in food and drinks 45
Figure 23: Mamont - Vodka and Roberto Cavalli - Ultra Premium Vodka 46
Figure 24: Nestlé - Baby Fruit Cocktail and Sunval - Juice for Babies 47
Figure 25: Share of alcoholic and non-alcoholic drinks launched in glass packaging (%), 2006–09 48
Figure 26: Tangan Beauty Beverage 49
Figure 27: Agros Nova's Pelne Danie Szybko Podane (complete ready meal) and Starbucks Coffee - RTD Frappuccino coffee drink in glass containers 50
Figure 28: ‘Lean+Green’ bottles 51
Figure 29: Coors Brewers’ Grolsch beer in lightweight bottles 52
Figure 30: Illuminating bottles from Cognifex using LightPad 53
Figure 31: Ty Ku Sake Liqueur in an illuminating bottle 53
Figure 32: Hercuglass from Santanoni Glass and Ceramics 54
Figure 33: Prototypes of shatterproof pint glass 55
Figure 34: Ciroc and Cape North Vodka brands 56
Figure 35: Three Thieves’ Bandit premium wine in tetra pack 58
Figure 36: Coors Light beer in plastic bottle 59
Figure 37: Share of food and drinks launched by packaging material type (%), 2006–09 62
Figure 38: Share of product launches using glass and other packaging materials (%), 2006–0963
Figure 39: Kotanyi Muehle (Seasoning Mill) 65
Figure 40: Beauregard de Lucie - Red Wine 66
Figure 41: Cone and heart shaped wine bottles 67
Figure 42: Absolut Spirits - Disco Vodka 68
Figure 43: Samurai Vodka 68
Figure 44: Coca-Cola - Soft Drink - Classic in resealable glass bottles 69
Figure 45: Evian - Natural Spring Water - Palace Bottle 70
Figure 46: Super Bock - Cerveja - Mini 71
Figure 47: Coors Beer in cold activated bottle 71
Figure 48: Nestlé ready to feed Good Start infant formula 72
Figure 49: Shatto Milk Company’s milk jars and Oberweis’ returnable milk bottles 73
Figure 50: Share of food and drinks launched in glass packaging by region (%), 2006–09 74
Figure 51: Top 10 food and drinks segments using glass packaging in NPD in Europe (%), 2006–09 76
Figure 52: Bottled water brand VEEN 77
Figure 53: Aohata 55 – Jam in jars with braille packaging 79
Figure 54: ‘Lean+Green’ lightweight claret and burgundy glass bottles from Owens Illinois 79
Figure 55: Rokz - Cocktail Infusions Set 81
Figure 56: Spiezia Organics’ Floral Skin Toner in glass bottle 82
Figure 57: Bling H2O premium bottled water 85
Figure 58: Designer glass bottles for 1000 Acres and Double Cross vodka brands 86
Figure 59: Rose’s brand of mojito cocktail mix and infusion mix 86
Figure 60: Hotel California brand of tequilas with top cap designed as a teardrop 87
Figure 61: Glowelle beauty drinks 88
Figure 62: Hassia Elisabethen Quelle 89
Figure 63: MillerCoors’ Miller Vortex bottle 89
Figure 64: i-wine with scratch and sniff panels on the labels 90
Figure 65: Colorado Native Lager bottles with ‘Snaptag’ labels 91
Figure 66: Q Tonic in glass bottle with acid itching 91
Figure 67: Cold Spring Water with applied ceramic labeling 92
Figure 68: Glass bottles with heat transfer printing from GBP Glass 93
Figure 69: Glass bottle of XanGo premium mangosteen fruit juice 94
Figure 70: Mossé Sparkling Beverage bottle with shrink sleeve label 95
Figure 71: Bottlegreen sparkling drinks 95
Figure 72: Just Green and Just Black brands of organic teas in glass bottles 96
Figure 73: Traders Point Creamery Fromage Blanc in Saint-Gobain’s glass containers 97
Figure 74: Medela Glass Nursers’ baby feeding glass bottles 97
Figure 75: Guayaki Yerba Mate Organic Energy Shots 98
Figure 76: Bonne Maman’s Appeltaartje Tatin 99
Figure 77: Key future trends of glass packaging in food and drinks 101

Table of tables
Table 1: Value of the glass packaging market for food and drinks ($bn), 2009–14 17
Table 2: Comparison of glass packaging with other materials, 2009–14 18
Table 3: Value of glass packaging market for food and drinks by geography ($bn), 2009–14 19
Table 4: Volume of glass packaging for food and drinks (bn units), 2009–14 20
Table 5: Volume of glass packaging market for food and drinks by end-use industry (bn units), 2009–14 21
Table 6: O-I snapshot 23
Table 7: O-I financial performance ($m), 2007–09 24
Table 8: Saint-Gobain snapshot 26
Table 9: Saint-Gobain financial performance, 2007–09 27
Table 10: Ardagh Glass snapshot 30
Table 11: Vitro Packaging snapshot 32
Table 12: Vitro Packaging financial performance, 2007–09 33
Table 13: Sisecam (Anadolu Cam) snapshot 35
Table 14: Sisecam financial performance, 2007–09 36
Table 15: Share of food and drinks launched by packaging material type (%), 2006–09 61
Table 16: Share of NPD in glass packaging by industry (%), 2006–09 64
Table 17: Top 10 food and drinks markets with highest NPL in glass packaging (%), 2006–0964
Table 18: Share of food and drinks launched in glass packaging by region (%), 2006–09 74
Table 19: Top 10 food and drinks segments using glass packaging in NPD in Europe (%), 2006–09 75
Table 20: Top 10 food and drinks segments using glass packaging in NPD in Asia-Pacific (%), 2006–09 78
Table 21: Top 10 food and drinks segments using glass packaging in NPD in North America (%), 2006–09 80

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