Aerosols – a growing market for lubricants

Citation

(2010), "Aerosols – a growing market for lubricants", Industrial Lubrication and Tribology, Vol. 62 No. 4. https://doi.org/10.1108/ilt.2010.01862dab.001

Aerosols – a growing market for lubricants

Article Type: Industrial news From: Industrial Lubrication and Tribology, Volume 62, Issue 4

The European aerosol market is healthy; in fact, aerosols are more popular in Europe than on any other continent. Despite the economic downturn, consumers continue to be attracted by their ease-of-use and value, as packaging for anything from food to industrial products. Upward of 5.3 billion aerosol units were filled in Europe during 2008, catering to a population of roughly 800 million. This represents a near 25percent increase in demand over ten years (www.aerosol.org/facts_and_figures.html).

Currently, personal care products account for the largest portion of aerosols produced across the continent. Looking ahead, there is strong growth opportunity in sectors such as food and DIY, both of which are, to a large extent, recession proof.

Another segment on the upswing is lubricants. According to a study by The Freedonia Group, global lubricant demand is expected to grow by approximately 2 percent annually up to 2012, showing great potential for demand to increase in Europe (www.freedoniagroup.com/brochure/24xx/2454 smwe.pdf).

Challenges and opportunities

The worldwide lubricants industry is currently in a period of structural transition. It remains the case that high-end lubricants for motor vehicles account for the largest share of the global market, and that demand for such products is expected to continue year-on-year growth (www.freedoniagroup.com/brochure/24xx/2454smwe.pdf). Emerging markets, such as Eastern Europe, present many new opportunities for expansion, but if lubricant producers are to stimulate business, fresh ideas and innovation are absolutely vital.

Along with great opportunities come great challenges. Intense competition, which necessitates clear product differentiation, is one of them. Studies show that once a consumer takes a product off the shelf, the chances of them actually buying it nearly double. In fact, 70 percent of purchasing choices are made at the point-of-sale (www.koganpage.com/products/shopper-marketing/MarketingandSales/M/Retail_Studies/M012/1002977/9780749457020/). The visual allure of aerosol packaging assures response at this critical juncture, while the ease and accuracy of product use builds brand loyalty. Innovative designs from metal packaging manufacturers such as CROWN Aerosols Europe, a business unit of Crown Holdings, Inc. (Crown) (www.crowncork.com), encourage both short and long-term sales by impressing consumers both in the store and throughout product life. In addition, aerosols with distinctive shapes are far more difficult to counterfeit, greatly reducing issues such as lost sales and potential damage to brand image.

Aerosol shaping is among the latest advances in aerosol technology that can help brand owners overcome these challenges. Crown’s proprietary blowforming technique enables steel to be expanded by up to 25 percent, providing scope for imaginative designs that generate excitement on the retail shelf and make packages easy to grip. A wide range of decorative technologies can further boost visual appeal.

Brand owners can also take advantage of Crown’s BICAN^® (bi-compartmented) technology, which completely separates product and aerosol propellant. This engenders the twin benefits of extended shelf-life and ease of dispensing. By preventing the product from coming in contact with the package itself, the possibility of product drying or hardening is eliminated. Through this innovation, the practical convenience of using aerosols is greatly improved – no shaking is required, distribution is even and accurate, and little or no residue is left behind.

Lightweighting of aerosol packaging stands out as another notable advancement. Taking this step has ensured the format remains cost-effective without sacrificing strength and other inherent properties. This effort, which has reduced material use and decreased the amount of energy required for transportation, reflects the industry’s concern for the environment.

On the service side, Crown recently achieved a significant breakthrough in reducing lead times. Its Sutton operation in the UK is the first plant to boast a seven day turnaround service: a marked improvement on the standard market lead time of three to four weeks. This helps to slash replenishment times, and allows our customers to operate with greatly reduced warehouse inventory.

In addition, last June, Crown installed a new 65 mm diameter aerosol production line in its Antwerp, Belgium facility. The addition means a large proportion of the plant’s capacity is now available for manufacturing aerosol cans for industrial products like polyurethane-foam (PU-foam), technical cleaners, oils and paints. The plant produces aerosol cans for delivery to most Western, Central, and Eastern European countries.

Successful brands lead the way

During the last several years, Crown has worked with a number of lubricant brands to implement either subtle package updates or more comprehensive package overhauls. Examples include designs for Jelt JKX multi-functional industrial lubricants, which utilized our Soft Touch over-varnish effect to improve control and prevent slippage, and SICO’s King 40 multi-functional lubricant which took advantage of Crown’s proprietary shaping technology to maximize container integrity and product protection. During this process, no tooling or liquid is used inside the container, preventing damage to internal coatings.

Crown’s forward thinking can also be seen in its recent work with Wera Tools for its Kraftform Fluid range of lubricants and protectants. The high impact, distinctive package closely resembles the appearance of Wera’s highly successful Kraftform^® screwdriver handle. By fusing an aesthetically arresting screwdriver and tip design with a convenient and clean dispensing system, we helped Wera differentiate its product from the competition and visually convey the purpose of the product.

What the future holds

Lubricant producers will continue to seek new ways to further entwine packaging with product function and brand identity, particularly during these challenging economic times. More generally in the market, an emphasis on cleanliness and environmental impact will continue to grow.

There are an increasing number of consumers who place environmental issues at the forefront of their purchasing decisions. Such concerns are now a part of the mainstream, and it is worth restating that steel packaging is 100 percent recyclable, which undoubtedly appeals to the demands of today’s conscientious consumers. In Europe steel aerosols are made from steel produced with 56 percent recycled content.

At Crown, we view innovation as a continuous process. Our team of experts are always working on practical applications for modern design concepts. When combined with our market knowledge, we help lubricant producers derive maximum benefit with minimum disruption to their operation.

About Crown Holdings, Inc.

Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, Pennsylvania. For more information, visit: www.crowncork.com