Coca-Cola Trials New Plastic-Free Packaging In Vital Sustainability Movement
Tuesday, February 23rd, 2021 | 912 Views
The Coca-Cola Company is trialling its first paper bottle prototype, which consists of a paper shell with a recyclable plastic lining and cap, in Hungary.
Following the news, Alice Popple, Consumer Analyst at GlobalData, a leading data and analytics company, offers her view:
“Coca-Cola trialling a new paper bottle comes as no surprise as there has been an increase in sustainability initiatives from brands attempting to revamp strategy and ensure longevity post COVID-19. Brand’s sustainability initiatives will be vital in the future as GlobalData’s research reveals that nearly half (48 percent) of global shoppers view ‘plastic-free packaging’ claims to be more important to them now, than before the COVID-19 pandemic, with 13 percent claiming that it is a top priority.
“Last year saw a decline in revenue for Coca-Cola as a result of the COVID-19 pandemic, therefore a strategy switch up is necessary to boost sales and interest in the brand. One in three (31 percent) of global consumers say that they have stopped or are buying less carbonated soft drinks than before the pandemic – a main reason for this may be the excess of single-use plastic in the sector, aligning to the high degree of importance that plastic free packaging is currently experiencing.
“Joining the zero-waste initiative is vital for consumer satisfaction in 2021, with over a third (36 percent) of global shoppers being specifically interested in a brand’s new sustainability initiatives following the pandemic. Coca-Cola’s trial of its first paper bottle will stem other market leaders to follow suit.”
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