The new data shows that consumer demand for bagged wine in boxes has increased this year, partly due to changes in behavior resulting from the pandemic.
A study by packaging company Smurfit Kappa, in collaboration with Wine Intelligence, found that boxed wines had attracted 3.7 million new consumers in France and the UK in the past six months. The study analyzed the behavior of monthly wine drinkers in France and Great Britain who have increasingly turned to drinking and home entertainment due to pandemic restrictions.
France is the largest market for bagged wines and the UK is one of the fastest growing today. Consumers pay attention to freedom of consumption, ease of transportation, and value for money as the main motivations when purchasing wine bags in boxes. Other advantages of a wine bag-in-box include the ability to hold wine longer when opened than a glass bottle.
The boxed-bag wine market currently has nearly 12 million consumers in France and 4 million consumers in the UK. The study shows the potential growth of bag-in-box wines with an additional 4.4 million consumers open to buying the product in the future, a potential 27% increase in consumers.
Thierry Mino, CEO of Smurfit Kappa Bag-in-Box, commented on the study: “The future of our bag-in-box solutions is bright. The survey found that 4.4 million consumers are potential product buyers. In the next six months.
“Bag-in-Box offers brands a more sustainable, more affordable and easy-to-use packaging solution that meets today’s consumer expectations and explains unmatched success and strong market growth.”