Small Package Sizes Become a Big Deal

assorted snacks

Smaller package sizes are expected to become a growing trend in several product categories in the near future, according to a new report.

Over the next five years, nearly half of consumer packaged goods (CPG) manufacturers surveyed by London-based LEK Consulting are planning to expand their “price-pack architecture” offerings, such as snack-size and mini-cans of beverages, the company said. Not only do smaller packs attract attention, but they also command higher prices that consumers have shown a willingness to pay, according to LEK, which has offices in six major U.S. cities.

The LEK Consulting findings are based on a survey of more than 200 brand managers and other packaging decision-makers for CPG companies.

Another trend in the market includes an increased focus on sustainability, with 40% of brand owners reporting plans to make packs “greener” in the coming two years. “The packaging landscape is going through a transformation,” said Thilo Henkes, managing director of LEK. “Brand owners have confirmed for us some notable shifts, namely the increase in sustainable packaging and new formats for packaging because of novel new sizes and price-packs.”

Click through to view recent mini or snack-size package rollouts.

Photo courtesy of Jeffrey O. Gustafson.

1. Starburst

starburst minis

Starburst is building on the success of Starburst Minis Original with Starburst Minis Sours. Each pack includes a mix of flavors, including Cherry, Blue Raspberry, Watermelon and Strawberry. A single pack is available for an SRP of 99 cents, peg bag for $2.09 and medium stand-up pouch for $2.59.

2. Mars Wrigley

skittles holiday mix

New Mars Wrigley items rolling out in advance of Christmas 2018 include the Holiday Minis Mix Tree Gift Box, which is culled from a mix of Mars brands. This mix features Snickers, Milky Way and Twix all inside a decorated tree-shaped gift box. It's available for a suggested retail price (SRP) of $3.

3. Chick-fil-A

chick-fil-a snack slider

At the QSR level, Chick-fil-A is performing a Goldilocks-like experiment with its chicken this summer, testing a new “snack-sized” slider in Charlotte, N.C., and Albuquerque, N.M. The company describes the sliders as the “perfect marriage of two menu favorites”: the Chick-n-Minis bite-sized breakfast option and the Original Chicken Sandwich, the lunch and dinner classic that has built a cult following. One slider is available for an SRP of $2.49 and two for $4.69.

4. Tecate Light

tecate light

Tecate Light from Heineken USA Inc. is introducing a 7-ounce bottle in a 20-pack suitcase. Launching in June, the new pack initially rolled out to consumers in Arizona, Texas, New Mexico and select areas in California. The launch of the Tecate Light 7-ounce in 20-packs is being supported by displays and POS materials in English and Spanish, on-premise sampling events and halo support from TV advertising.

5. Keebler

cheez itz scrabble junior

The Keebler Cookie and Cracker Variety Pack includes Cheez-It Scrabble Junior Crackers, Keebler Fudge Stripes Minis Cookies, Keebler Chips Deluxe Mini Rainbow with M&M’s Minis Cookies, Keebler Scooby-Doo Baked Graham Sticks Cinnamon and Keebler Elfin Crackers.

6. Coca-Cola

powerade zero drops

The Coca-Cola Co. has addressed small-dose delivery with Minute Maid Drops, made with real fruit juice in Lemonade, Fruit Punch, Mango Tropical and Raspberry Lemonade flavors. Each 1.9-ounce squeezable bottle with a flip-top closure makes approximately 28 servings. A zero-calorie hydration solution, Powerade Zero Drops offer 33% more servings than competitive flavor enhancers that are made with electrolytes. Packed in a 3-ounce squeezable bottle, the product supplies 24 8-ounce servings.

7. Justin’s Cashew Butter

justins cashew butter

Available in jars for spreading and convenient 1.15-ounce squeeze packs for snacking, Justin’s Cashew Butter is available in two varieties: Classic (made without added salt or sugar) and Maple (made with 100% organic maple sugar). Cinnamon Almond Butter is made with 100% Organic Cinnamon and California almonds. The spreads are all Non-GMO Project verified, certified gluten-free, and made without additives, artificial flavoring or preservatives.