Photo source: Voelkel GmbH and Black Forest Nature GmbH
Glass conquers further market segments
Thomas Reiner | 01.02.2021
Without a functioning plastic cycle, reusable and glass will continue to conquer further market segments. For instance, in contrast to classic milk, plant-based drinks have so far mainly been offered in beverage cartons. But that is now slowly changing.
Unlike classic milk, plant-based drinks have so far mainly been offered in beverage cartons. But that is now slowly changing: since recently, both the organic juice producer Voelkel and the brand Velike, which specializes in oat milk, have been selling their plant-based milks in reusable glass bottles. Especially with the vegan market segments, this plastic substitution is well received and creates valuable differentiation. It pays off if the product concept is carried through to the packaging. Without a functioning plastic cycle, reusable and glass will conquer further market segments.
Oat drinks have been gaining popularity as a milk substitute for some time. At Voelkl and Velike, they consist of water, oats, sunflower oil and sea salt. The drinks cater to vegan market segments and consumers who suffer from lactose intolerance or are critical of factory farming.
Voelkl says it is Germany’s largest natural food juice company. The company produces fruit juices, vegetable juices, soft drinks, wellness drinks and other beverages in Demeter and organic quality for German and international natural food retailers, health food stores and the catering industry. But the products can also be found in classic supermarkets.
The reusable bottle of Voelkl’s certified organic oat milk has been in use since February of this year. It is made of amber glass and can be filled up to 50 times, according to the company. The glass is then recycled, it adds.
Velike is a fairly young supplier from the Black Forest that relies on regional production and supply chains for its vegan oat milk. The company has been using the reusable bottle made of clear glass since March of this year. It is currently sold mainly in organic markets and supermarket chains in southern and western Germany.
The fact that it is precisely the producers of vegan foods who are opting for glass and reusable bottles is not surprising. Vegan market segments are clearly more critical and demanding when it comes to sustainability and packaging. The change from beverage cartons and their “plastic image” to reusable glass packaging is particularly well received here and creates valuable differentiation for the brand.
Packaging is the most important brand and product ambassador, especially among packaging-critical market segments. Voelkl and Velike have recognized this. A product concept must be coherent and follow through to the packaging.
The trend from disposable and plastic to reusable and glass will continue, especially for suitable product concepts. And starting from the “niches” of vegan and organic food, it will conquer further segments. Because plastic lacks the arguments as long as it does not get its cycles closed and remains in the linear path of disposable.
