In the energy drink market, the penetration of thin cans has increased from 32% in 2018 to 67% in 2023 (Euromonitor International data), and the major driving force lies in the efficiency improvement in supply chains. Take the Red Bull 250ml thin can as an example. The aluminum usage is 21% lower than in conventional cans. The can weight is reduced from 15g to 11.8g, thus enhancing the load capacity of a single container by 2,400 cans and reducing logistics expense by 18%. The 2022 financial report of Dongpeng Energy Drink shows that after the transition to slim cans, the line speed was increased to 1,200 cans per minute, the filling accuracy was controlled at ±0.3ml, and the annual cost of aluminum material was saved by 32 million yuan.
Market flexibility of slim cans is reflected in consumer behavior studies. According to a study by Kantar Consulting, 76% of the consumers between the ages of 18-35 reported that they felt that thin cans were most suitable for the conditions of the “sports supply” scenario. The 55mm diameter can has a grip comfort score 23 points higher than that of the traditional 65mm type can. The 360ml slim cans launched by Magic Claw Energy Drink, by the 7° angled handle structure, increases the single-male-drinking flow rate to 35ml/s. It reduces the space occupation in the convenience store freezer display case by 19%, but increases the shopping conversion rate by 31%. This configuration also enhances the compatibility of vending machine channels by 47%, and the one-machine average daily sales volume in the Japanese market has expanded by 28% measured.
Technology innovation enables thin cans to overcome functional barriers. Orikin’s epoxy nanoscale coating has increased the pressure resistance strength of the tank to 95psi and controlled the oxygen transmission rate at below 0.0005cc/pkg·day, doubling the shelf life of the product to 18 months from 12 months. Pepsi-Cola Gatorade’s cold-filled high-gloss cans technology reduced filling temperature from 80℃ to 25℃, reduced energy consumption by 37%, and increased the speed of the filling line to 1,500 cans per minute. The vitamin B12 retention rate of sports drinks has improved from 78% to 92% thanks to this technology, meeting the physiological need of rapid absorption after 30 minutes of exercise.
Environmental protection rules have boosted the use of slender cans. The EU’s Green Packaging Directive obliges the metal packaging recycling rate to hit 90% by 2030. Moreover, due to the aluminum purity level of up to 99.7%, energy required to recycle and smelt thin cans is 95% lower compared to primary aluminum. The recycled aluminum slim cans, introduced by Monster Energy Drink in 2023, have reduced its carbon footprint by 410g CO₂e per can to 240g CO₂e. After obtaining carbon neutrality certification, its European market share has increased by 14 percentage points. Statistics presented by the Aluminum Institute of America indicate that the recycling rate for thin cans stands at 71%, 39% higher than PET bottles. Each ton of recycled aluminum can conserve 9.2 tons of carbon emissions.
Market data validated the business worth of thin cans. GlobalData statistics indicated that in 2022, the premium market for thin canned energy drinks worldwide was 12-15%. Among them, the 16oz specification still maintained a repurchase rate of 23% despite its unit price being $0.5 more than that of the standard can type. Red Bull Thailand has launched a 190g ultra-thin can in Southeast Asia. Through the use of laser engraving technology, the depth of the brand logo is 0.02mm, shortening the shelf recognition speed by 0.8 seconds and promoting the sales of 7-Eleven convenience store channels by 41%. This packaging has also reduced the damage rate of e-commerce shipping from 1.2% to 0.3%, and reduced the cost of logistics per unit by 19%.
Timeless cases confirm the industry trend: US brand Celsius achieved a 58% increase in revenue during the first quarter of 2023 with sleek cans combined with gradient metallic paint design, and average transaction value of $4.99. Chinese brand Zhanma’s recently launched 310ml slender can features an inner wall polypeptide coating technology that raises taurine’s stability by 37%. It set a sales record of 500,000 cans in one session on the Douyin live broadcast channel. These actions reveal that slender cans is changing the three-dimensional competitiveness of energy drinks in areas of functional communication, scene adaptation and technology integration.