Shrinking packs on comeback spree

AS INPUT PRICES, which were benign for a few quarters, turn inflationary, the spectre of shrinking| packs looms large within the fastmoving consumer goods (FMCG) segment.

- VIVEAT SUSAN PINTO

This summer has seen the trend make its way back, albeit slowly, and in select categories.

Companies have been cautious when reducing pack sizes, describing the move as a way to democratise consumption and tap into newer consumer segments.

Consider this: Bottled water brand Clear, popular at events, summits, conferences, etc., has been aggressively pushing its 200-ml pack (priced at 6) into retail outlets of late, positioning it as a convenient, on-the-go consumption unit that can easily be held in one's hand, fit into a purse, carry bag or shoulder bag.

While the 200-ml Clear pack is popular in the HoReCa (hotel, restaurant, catering) segment, within retail outlets, it is smaller when compared to nearest competitor Bisleri. The smallest pack of Bisleri is a 250-ml bottle, also priced at ₹6, implying that Clear's bottle is 20% smaller in size at the same price point, retailers that FE spoke to said.