By Shefali Kapadia
One pack, two pack, big pack, small pack.
While CPG companies’ packaging strategies are far more complex than a Dr. Seuss book, the general principles hold true. As companies adjust or add pack sizes to meet changing consumer preferences, there are new implications from production to recycling.
“They’re going to have to make line changes and equipment changes,” said Jonathan Quinn, vice president of marketing and sustainability at Accredo Packaging. “There’s a waterfall effect, no matter which direction you go.”
But CPGs aren’t shying away from shifting pack design and size, a practice known as price pack architecture. This year, Coca-Cola rolled out its newest packaging innovation in the U.S.: “Sliim” cans, which contain the same 12 ounces as standard cans but in a taller, more slender shape. Beverages such as Coca-Cola Classic, Diet Coke, Fanta and others are in these cans nationwide.
It’s part of the soft drink giant’s strategy to meet “consumers’ fast-changing preferences,” a Coca-Cola spokesperson said in an email.
“Many consumers are interested in smaller portion sizes, while others are trying to stock-up with larger multi-packs,” the spokesperson said. “We will continue to evolve to meet people’s preferences.”
SHEFALI KAPADIA 