FDBusiness.com

More than 64bn cans were filled in Europe last year – an increase of 1.25bn on 2014 – according to figures published by Beverage Can Makers Europe (BCME).

Total can fillings were up almost 2% with soft drinks fillings enjoying strong growth of 4.4%. Beer can fillings in Western Europe recorded “another year of growth” while the small decline in fillings in Eastern Europe was tempered by a rise in market share for beverage cans against other pack formats, according to Canadean, which compiled the statistics on BCME’s behalf.

Fillings in the soft drinks category rose by 4.4% compared to 2014, coupled with an increase in pack share for cans, while Eastern European soft drinks fillings jumped by 10%. Overall the soft drink category now accounts for more than half of all beverage can fillings in Europe, Canadean said.

The energy drink category continues to be an important driver for soft drink cans, with the addition of larger can formats complementing the traditional 250ml format. The European market for energy drinks increased by 6% last year and now almost two in every three litres of energy drinks are sold in cans.

Norman Lett, BCME marketing committee chairman, said: “These excellent results, delivered despite the absence of any prominent sporting fixture, underline how brand owners and consumers are increasingly selecting the beverage can as their preferred pack of choice, whether that is for beer or soft drinks.

“The can makers have increased their range of sizes and types of beverage cans available to fillers in response to their demands for greater differentiation, convenience and enhanced appeal. European recycling of beverage cans continues to increase confirming that the industry’s recovery initiatives, such as Every Can Counts, are impacting positively on consumer behaviour and attitudes.”