28 June 2024


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Article by Nampak 1 April 2013

Nampak Flexible research shows there is room for MORE

There is a high level of interest in getting cocktails in bag-in-box and there is a positive attitude to the stand-up liquid pouch, according to consumer research commissioned by Nampak Flexible recently. Some 400 bag-in-box consumers from around the country were involved in the study, which took the form of one-on-one qualitative interviews close to the point-of-sale.

The research clearly shows that consumers believe bag-in-box wine is a value-for-money offering. It is also user-friendly, easy to store, does not break and has a longer shelf-life, especially when compared to other wine packaging formats, like glass and PET. However, understanding was clearly limited in terms of being able to quantify the actual shelf-life that is achievable. “Consumers gave a maximum shelf-life of three months, when it is actually closer to nine months, depending on various factors, like handling through the supply chain and storing in the ‘at home’ environment. This underplays a significant benefit of bag-in-box packaging. Closing this perceptions gap should be an industry priority moving forward,” says Clinton Farndell, the newly appointed Managing Director of Nampak Flexible.

At the same time, very few consumers were aware of the recyclability attributes of bag-in-box packaging. Given the increasing pressure from consumer groups, government and retailers regarding the need for eco-friendly packaging, this is a further opportunity for savvy marketers in the future.

Many consumers were also frustrated that they cannot buy chilled bag-in-box wine. They added that bag-in-box wine takes too long to get cold once in the fridge. Again, this perceived shortcoming is a door opener for wine brands seeking to engage and win-over consumers. In this case, ‘clever’ packaging designs that incorporate ice or ice packs, as well as gondola-end fridges could make a huge difference to driving more sales and volumes.

The consumers who were interviewed gave a resounding thumbs-up to the concept of bag-in-box packaging for cocktails, cultivar wines, mixers and even beers. They were equally supportive of stand-up liquid pouches. A number of reasons were given, such as they are easy to carry and store, look modern and chill more quickly. Consumers like being able to see the wine in the bag, which would not become soggy in the fridge.

As Africa’s leading flexible packaging company, Nampak Flexible is at the cutting-edge of these packaging trends for the wine and alcoholic beverages industry as a whole.

In terms of bags for bag-in-box applications, the company is able to make any size from one-litre to 210-litres in clear or metallic. (Two, three and five-litres are the most popular locally., [Status]) While a wide variety of fitments and taps are available via Nampak Flexible’s partnership with Conro, the company also supplies and services automatic and semi-automatic filling machinery.

Filled bags from Nampak Flexible go worldwide to places like Denmark, Finland, Norway, Sweden and the UK. The company has accreditation from the British Retail Consortium (BRC, [Status]), which is particularly important for locally manufactured brands that are exported to Europe, where BRC is a ‘must-have’.

Stand-up liquid pouches from Nampak Flexible are as impressive. Suitable for cocktails and wine, they are available in high barrier clear or metallic, and can be flexo or gravure printed in up to eight colours. Low profile presses and Vipulls come from the company’s association with Conro. Wherever possible, a maximum size of three-litres is strongly recommended. “Anything bigger starts to lack form, is clumsy to handle and reduces on-shelf appeal and presence,” explains Farndell. For brand-owners who are trying to manage carbon footprint scorecards, stand-up liquid pouches are a dream come true, as one bag equals two glass bottles! Once again, Nampak Flexible is able to supply and service the semi-automatic filling machinery that is required for this type of packaging.

An exclusivity agreement with Aran Packaging means that Nampak Flexible is a key player in the area of world-class aseptic packaging for preservative-free concentrates, juices, purees and pulps. The standard barrier and high barrier sterile bags mainly come in a size of 210-litres, while there are two-litre bags for the purposes of sampling and testing.

All bags and pouches are made at the company’s factory in N’dabeni in Cape Town, a stone’s throw away from the Western Cape’s fruit and wine community, as well as Nampak’s world-class research and development facility.

For more, please contact Nampak Flexible N’dabeni on +27 (0, [Status]) 21 507 5300. Back to top ^