Smurfit Kappa, the European leader in bag-in-box packaging, has reason to be pleased. Over the last six months, wine in bag-in-box, also known as BIB or cubi, has attracted many consumers in France and the United Kingdom: + 3.7 million new customers, according to a study by the packaging manufacturer and the Wine Intelligence institute.
The wine BIB market today has nearly 12 million consumers in France and 4 million in the United Kingdom. France is the largest market for wine in BIBs and the UK is one of the fastest growing.
The survey estimates that the growth potential for these wines packaged in cubes over the next six months is 4.4 million people, a 27% increase in the number of consumers.
The main motivations for buying wines in Bag-in-Box are freedom of consumption, ease of transport and value for money. Consumers indicated that they then appreciate its ability to keep wine for up to 6-8 weeks after opening (compared to 2-3 days for a glass bottle) and its lower carbon footprint.
The survey also revealed that 40% of potential buyers are under 35 years of age and would like the product to be available in smaller sizes. And for those who regularly buy wine in cubes, the three-litre format is the most popular.
