January 2, 2025 – Japanese Beverage Industry Embraces Packaging Revolution Amid Transport Challenges
The Japanese beverage industry is undergoing a significant packaging transformation, driven by new government regulations and the need to adapt to reduced truck driver working hours. In response to transportation challenges, numerous beverage manufacturers are considering a switch from traditional round plastic bottles to square ones.
Pioneering this change is the Japanese company Suntory. Between February and May of this year, Suntory redesigned the packaging of several of its 600-milliliter tea beverages, opting for a square bottle. This design, narrower in horizontal width, allows for gapless stacking, reducing the volume of 24-bottle cartons by approximately 20%. This alteration has markedly enhanced transportation efficiency, increasing the number of cartons per pallet from 35 to 45, significantly boosting the carrying capacity of individual trucks.
According to industry insights from AsiaMB’s Color Masterbatch Network, the root cause of this packaging revolution is the shortage of truck drivers in Japan. The industry is grappling with severe talent loss due to low wages and government restrictions on overtime. Projections indicate a 23% decrease in the number of truck drivers from 2022 to 2030. This trend threatens transportation delays and soaring logistics costs, posing a significant challenge to the food industry, particularly the beverage sector, which heavily relies on truck transportation.
However, not all manufacturers are enthusiastic about the square bottle packaging. Kirin Brewery, which experimented with square bottles in 2022, has reverted to round bottles this year. A representative from Kirin explained that round bottles exude a modern, elegant feel, are easier to grip, and are more consumer-friendly. Additionally, round bottles perform better under stress, effectively preventing deformation, making them the preferred choice for carbonated beverages and other products.
This packaging revolution has sparked widespread attention and discussion within the Japanese beverage industry. The question of which packaging will become dominant in the future remains to be seen.