The Market in Europe

Beverage cans are enjoying increasing popularity in Europe: The sales volume rose from 33 billion cans in 1998 to around 45.5 billion cans in 2006, the average annual growth rate being some 5%.

In 2006, sales growth amounted to 10% or 4.2 billion cans; that represents the highest rate of the past decade and the highest volume growth ever.

A very positive trend in demand is evident in eastern Europe, in particular as the purchasing power of consumers increases. The sales volume of 9.3 billion beverage cans represents growth of 22% compared to 2005.  Poland, where strong growth is reported in the beer segment of the take-home market, has contributed significantly to this trend.  After England/Ireland and Spain, Russia now ranks as the third largest market in Europe.

Southern Europe, especially the Iberian Peninsula, is amongst the most promising markets.  Here the growing popularity of the beverage can as the ideal container for both consumption on the move and also take-home purchases has led to growth impetus. In 2006, Spain reported a significant market growth of 9.2% to 6.5 billion cans.

In Germany the volume rose by 1.2% to 2.5 billion cans.

In Europe, beer with a market share of some 51% for the first time replaced soft drinks (49%) as the strongest segment in 2002. The break-down still applies in 2006.

But apart from these two high-volume beverage segments, the beverage can is continually conquering new fields of application: these range from premium fruit juices, ready-to-drink coffee and milk drinks to alcopops. Such beverages account for a constantly rising proportion of the total European market for beverage cans. 

With its consistent growth rates, the beverage can continue to play a significant role for beverage fillers, the retail trade and consumers in future.