Not too long ago, grocers offered little variety in packaging sizes. Shoppers could buy soups in one of two sizes of metal cans; they grabbed milk in gallon and half-gallon jugs or quart cartons; and they reached for juices in multi-serving bottles or kiddie-sized juice boxes.
Now, however—thanks to U.S. consumers’ evolving lifestyles and tastes—size matters. Portioned packages of stocks and broths and single-serve packages of juices and energy drinks stand shoulder to shoulder with jumbo-sized versions and many sizes in between.
Why such range? Busy schedules and the distinctive needs of different generations are influencing the container sizes shoppers want and need. In turn, brands can profit by understanding the forces shaping these shifts and taking them into account when planning product concepts.
