The Rise of Reusable
Drinkware has always been an ‘in-demand’ category in the branded
merchandise industry but just why is there so much interest, and demand, for reusable
coffee cups, hydration bottles and portable drink vessels?
Undoubtedly some of the rise can be attributed to the burgeoning interest in all things eco. The ‘Blue Planet’ effect and awareness of the devastating effect of single-use plastics has finally reached the masses. This coupled with high street coffee chain initiatives encouraging the use of ‘keep cups’ and reusable travel cups has driven demand to record highs.
Saving the ocean and our planet has become a more mainstream
concept and is touching more lives than ever before – prompting the everyman to
consider kinder alternatives and simple ways to integrate sustainable living
into the every-day routine. Reusable drinkware
represents a fairly subtle shift into contributing to such causes and is within
reach of most people.
Popular culture also has a part to play, with programmes like Love Island creating a desire for personalised reusable hydration bottles – a must-have trend that just happens to tick the environmental box too. According to an ITV spokesperson, 270,000 bottles were sold during the 8 weeks the programme aired in the summer of 2018. With audience viewing figures in the millions, the awareness of reusable drink bottles has maximum exposure.
Closely aligned to the eco-movement is the growing desire
for companies and employers to improve their CSR credentials and instil such values
in their employees. On-boarding processes and welcome packs increasingly
include reusable drinkware, in the form of insulated coffee cups and water
bottles, as an affordable gift to new starters with exposure for the company
outside the office walls an added bonus. Similarly, such gifts are used in the
corporate gifting sector, offering utility and advertising possibilities at the
The relatively low cost of reusable drinkware has also led
to the spawning of a plethora of cottage industries, specialising solely in
slogan’d merchandise and sold through ecommerce platforms like Etsy and Not on
The High Street. Coffee cups plastered with memes, stainless steel thermos
flask bottles and increasingly, glass drinkware, are all making their presence
known and have become popular giftables.
Global health trends could also be contributing to growth in
some sectors of the drinkware market with more of us taking insulated bottles
to the gym and exercise classes. Awareness of the general benefits of hydration
could also be driving increased demand as consumers seek to save money by
refilling their own bottles. Adverse publicity on the potentially harmful
microplastics in some single-use bottles is also encouraging the adoption of safer
These are just some of the key trends driving the upturn in
drinkware. Some reports suggest the drinkware market will be worth a staggering
$35 billion by 2024. So, however you look at it, reusable drinkware is here to
stay and represents a cost-effective way to reach consumers, clients and
employees in a meaningful and responsible way.