- Cost and convenience fuel demand for smaller pack sizes: There was a growing focus on offering different pack sizes over the review period with consumers increasingly attracted to single-serve packs for on-the-go consumption, while the lower unit price of larger packs also proved attractive for at-home consumption. Single-serve packs with distinctive and convenient packaging are also likely to be the most successful over the forecast period.
- Innovation is key to standing out in the market: Local and multinational manufacturers continue to look for innovation in order to stand out in the market. For example, a local entrepreneur launched an innovative packaging under the Ella brand in 2017, which allows the customer to carry a barista-quality coffee on the go, providing they have access to hot water. In addition to using innovation to generate convenience brand owners and manufacturers are also developing packaging and labelling which conveys the qualities of the product.
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