The heat is on! Research has shown that consumers, particularly in Asia, are looking for hot drinks that can also be taken with them for on-the-go consumption. Consumers here enjoy the ‘warmth from within’ of hot beverages. To meet the need to heat RTD beverages, carton solutions expert SIG has developed leading microwaveability solution to aseptic carton packs: The new ‘Heat&Go’ pack is aluminum free and can be heated in a microwave, either in a vending machine, store, café, home or office.
According to research by GlobalData in 50 countries, demand for hot drinks is likely to increase by 15% in value, and by 22% in volume between 2014 and 2019. SIG’s own research in China revealed that 72% of consumers are dissatisfied with current heating methods for on-the-go products and are looking for new methods of fast and convenient heating with their increasingly cash-rich and time-starved lifestyles.
Ali Kaylan, Vice President of Global Marketing at SIG, said: “Our new high-barrier aseptic carton ‘Heat&Go’ can be heated in the microwave up to 60oC, with a recommended temperature of 50oC, by allowing brands and co-packers to launch innovative nutritional hot beverage products into new channels and categories.”
‘Heat&Go’ offers protection to beverage products, and can be produced on existing SIG filling machines with a simple, one-time upgrade to enable it to run standard and aluminum-free material structures. By replacing the aluminum foil with a high-barrier film and a light blocking pigment, ‘Heat&Go’ protects the product from oxygen ingress, flavour migration, light and water, and is perfectly suited for still drinks and low viscosity, sensitive, enhanced juice and liquid dairy beverages.
Potential in Asia
Consumption figures for on-the-go microwaved hot drinks in target markets indicate great market potential. Consumers enjoy a warm beverage at cold temperatures, as well as prior to going to sleep or for food digestion after meals. Research from Canadean has shown that on a global basis, 48% of consumers are concerned about their digestive health and prefer hot drinks over cold drinks. Around 78% see hot drinks as being good for the stomach and 31% see them as an aid to digestion.
Research shows that around 64% of consumers are using food and drink to allow them to relax and indulge themselves with a warm drink, such as hot chocolate, as a well-deserved treat. Talking of hot drink occasions, research reveals that 76% of people surveyed like to have a hot drink in the morning and 42% before going to sleep at night.
The ‘Heat&Go’ carton is opening up new drinking occasions and targeting new consumer groups. It is an exciting leading technology from SIG, serving the Asian market in particular, where differentiation and innovation are key to attracting today’s on-the-go consumer. As part of its value proposition, SIG aims to drive product innovation and differentiation by delivering innovative product and packaging solutions which enable businesses to satisfy the ever-changing needs of an increasingly mobile society.