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magazine

Theme: Consumer Trends

Tetra Pak

98

Tetra Pak Magazine No. 98 2010, ISSN 0346-3044. The Tetra Pak Group’s International Company Magazine is printed in Sweden and issued twice per year. The magazine is distributed to more than 150 countries and is available in Chinese, English, Finnish, French, German, Polish, Portuguese, Spanish, Swedish and selected issues in Japanese. Publisher: Jörgen Haglind. Editor: Berit Schannong. Editorial board: Jörgen Haglind, Khaled Ismail, Dan Martin, Berit Schannong, Paul Wharton, Rolf Viberg. Produced by: Tetra Pak International, Ruben Rausings gata, 221 86 Lund, Sweden. Tel +46 46 362948, E-mail berit.schannong@tetrapak.com . Graphic design: Wahlgren & Hansson, Malmö, Sweden. Translation: CBG-Konsult, Sundbyberg, Sweden / Bill Taylor, Thames Ditton, UK. Paper Cover: Cocoon Silk 250 g. Paper Body: Cocoon Silk130 g. Cover Image: Niclas Bomgren. Print: Printing Malmö, Sweden. ISO 14001 and FSC Certificates.

Consumer Trends Over half of the world's population lives in cities. Megacities are the new frontiers, drawing people in from the countryside and from other countries in search of opportunity. Lifestyles are converging in the cities and new values, behaviours and trends develop. In this issue of the Tetra Pak Magazine we take a look at how consumer trends can affect people's values, purchasing behaviour and consumption of food and drink.

Contents 3. 6. 10. 16. 21. 25. 29. 34. 36. 40. 44. What exactly is a trend? Many consumer types, more opportunities To act and to do it in the right way Health and well-being, a global project Convenience is worth its price In search of good lives Trendy beverages and their packaging Packaged instead of bulk–a consumer trend? Back to the future Life online The future consumer
R Sulgan/Masterfile/Scanpix

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"There is one thing stronger than all the armies in the world, and that is an idea whose time has come."
Victor Hugo (1802-1885)

Andrew Gray/OnAsia.com

Being successful in the market place is about being well prepared. This means trying to see the patterns of consumption and ongoing lifestyle fluctuations in order to formulate a product strategy that minimises the risk of failure out in the high street. (Street fashion, Harajuku style, Tokyo.)
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and for a long time. technological. ecological. tendency and fad What is the difference between a trend. Trends in the fashion industry clearly show with what force and volatility trends can come and go. Some can be intense and short-lived while others give rise to permanent changes in society. a tendency and a fad? In everyday speech a trend is a behavioural pattern that is created when many people consume in a similar manner with the same basic needs for a relatively long period of time. on the one hand demands convenience and ease of access. it may be an indication of a trend. A tendency is the actual direction of movement before the trend becomes a matter of fact. even globally. A product can be extremely popular. usually for more than a few years. and a fad is a temporary change that quickly influences specific groups. are then formed when changes in human behaviour. attitudes and interests grow in terms of strength and significance. Trends. Not all trends are embraced by all consumers. but a product is not a trend.What exactly is a trend? Driving forces in society can set in motion the needs and aspirations that lead to long-term changes in consumer and manufacturer trends. economic. 3 . and on the other hand creates an antitrend of the praise of slowness and a longing for idleness and the enjoyment of life. while the health trend demonstrates a different influence and permanency. Consumers react to global root causes and to drivers that can be social. cultural and demographic. On the other hand. but just as quickly disappears again. political. Trend. One example is lack of time which. such as convenience or health. and almost all trends have an anti-trend. based on values and lifestyles.

To look for trends in the area of food production and consumption is to take a global perspective on fast-moving consumer goods and to understand the impact of the market forces that influence consumers' purchasing decisions. everyone can form an idea about tomorrow's society. Instead it is about observing and trying to understand what is happening right now. The middle classes are emerging resulting in increased purchasing power. the climate and environmental issues will continue to remain in focus. In the short-term this means to understand people's needs and conditions. on a small and a large scale. In most countries birth rates are declining. and by asking young people about their dreams and objectives. The Nielsen Company anticipates that grocery retailing could change significantly over the next decade.Urbanisation Change is driven by big global factors. Health. the people. and China and India will increase their economic influence in the world and affect the formation of trends. Seldom has anyone succeeded with this. in the long-term to detect changes in attitudes and see trends in the market as a result of new technology amongst other things. single-households will increase and the majority of families with children in high income countries will be multicultural by 2020. What is waiting around the corner? By studying the outside world. The reason is primarily changing demographic structures and the financial status of households. in general. 4 . Billions of people will be online. which in turn may create global trends. life expectancy is increas- Technology Politics ing and older people are becoming an important part of the market. Educat ion On the lookout for trends Looking out for trends is not about looking into the future and saying what will happen in ten years. their values and lifestyles. and in particular.

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Food tells us about ourselves Food and beverages is the outer frame for where we operate and it says something about us. the next week Atkins and the third week something else. All the time we seek status in food and drink to show we are modern and at the forefront. less packaging but safer packages. When we buy food and drink. function against emotion. Some consumers are disloyal to brands and are buying high and low. the next time something locally produced or luxurious for offering friends. People alternate between different diets–one week GI. more opportunities Consumers with constantly changing needs. The world's consumers are characterised by an increased diversity and a number of paradoxes. we want it all: health benefits and good taste. arbit/Shutterstock. Frames have a tendency to become blurred.com 6 . to be in tune with preferences and stimulate consumer’s senses. especially in countries without a strong food culture. individualism against community.Many consumer types. and when they do a more situational behaviour emerges. preferences and engagement can influence product range. This sets demands on the industry to be flexible and innovative. the one time inexpensive. environmentally sustainable but convenient and quick. These become apparent when dreams are set against reality. high quality and low price. fast-cooked food. services and even business practices throughout the beverage and food industry. It has become harder to choose and not at least more difficult to abstain. and global against local.

Young. Most of the ages merge together into a single age-mix. old –what is an age? We have several ages simultaneously: the actual age.We seek status in food and beverages to show our identity and that we are modern and in the forefront. The desire to look young is universal. where the proportion is 80 per cent. A common combination is a 50 year-old who wants to be 30. In addition. the perceived age. a mental age (maturity) and a social age (how we should behave according to the expectations of our surroundings). we have a physical age (condition)." 7 Tetra Pak Germany . feels like 35 and thinks he or she looks 40. the desired age and the appearance of age. older. but is highest among 75-85 year-olds. a "uni-age.

Sociable gourmets. S N Zsolt/Shutterstock.Global Consumer Segmentation: Stimulation seekers. globally aware. in per cent.com Tetra Pak ImageBan k Tetra Pak Germany The young. purchase on credit. and want immediate confirmation. Habit keepers. between 8-27 years. concerned about the environment. forecast North America Europe Asia Middle East & North Africa Latin America and Carribean Africa south of Sahara 13 5 18 3 5 10 20 Oceania Source: UN 8 Tetra Pak ImageBank . Year 2000 12 21 14 28 5 18 4 Jed Share and Kaorv/Corbis/Scanpix Year 2050. Health and natural balancers. Mobile urbans. Proportion of population over 65 years. are technically smart. appearance-fixated. not brand loyal. Food adventurers. Family caretakers.

Sociable gourmets. Their values and attitudes towards food and drink are always key to their purchase decisions. This makes singles an important target group in the food-retailing trade. Based on this. revolve around a core of individualism. Furthermore. which all exist globally although there are variations by country in terms of segment size: Stimulation seekers. not price. Those who lack financial resources will continue to work longer into old age in order to maintain their desired lifestyle. Health and natural balancers. Habit keepers. They want to have it in their own way. concerns and attitudes have a growing influence on fast-moving consumer goods. In a study by Datamonitor (08/2008) two-thirds of the respondents in South-East Asia said that it was important for them to use specific products in order to be identified as an individual with personal needs. nowadays cafes offer a variety of flavours and a variety of coffees to suit different individuals' personalities and values. Half of all Europeans believe that brands that match their attitudes and outlooks on life are important. 60+ is now one of the largest demographic groups and one of the most affluent. covering all ages. research has clearly identified seven consumer segments. Baby boomers in the USA will account for 40-50 per cent of consumption during the next few years. Understanding the global consumer Global consumers are of different ages. Consumer groups are becoming smaller and more numerous. and to express their personality in the way they choose. They want to have more customised products that meet their individual needs. rather than as being part of a mass market. Baby boomers as seniors Many researchers agree that the values of baby boomers.The individual is more important than the collective Nearly two-thirds of global consumers consider that individuality is important. Mobile urbans. Just for me People can stand out much more now than before and increasing individualism is noticeable everywhere. Family caretakers. They were born around 1980-2000 and their hopes. ten million more people will retire in ten years. They have spent more during their lifetimes than earlier generations and will continue to do so even after retirement. One example is the café culture. also called the "Me" generation. have different lifestyles and are in different stages of life. has also become a lifestyle and will soon be the most common household group in many countries. They generally have much more purchasing power and do not consume in the same way as other groups. Food adventurers. In the past coffee was just coffee. born around 1946-1964. 9 . in particular among Generation Y. require less packaging and choose food stores for convenience. regardless of what the world thinks. living alone. By 2020. more than 40 per cent of Western Europe's population will be over 50 years old. and in Japan. and people within them act differently from one situation to another. They buy organic produce more often.

despite economic situations. but also on production and food safety. socially and economically. and they ask themselves: what kind of world do we want to live in? People reflect on origin. environmental footprint and social responsibility. More and more people understand how their food choices have consequences. environmentally. traceability. 10 . The reason is a lack of clear product options. Tetra Pak ImageBank To act and to do it in the right way Have consumers become more ethical.There is a gap between the desire to become and to actually be a sustainable consumer. Consuming sustainably The interest in environmental and climate matters is growing. critical and even worried? Questions that have never been asked before are becoming increasingly involved in consumers' decisions in choosing food and drink. high prices and an expectation that someone else in the production chain is taking responsibility for the big issues.

economy and social conditions. locally and globally. Consumers understand that cartons are largely made from paper and thus renewable forest products. (www. Consumption is no longer a private matter but also a political and ideological word that is increasing in importance. The Forest Stewardship Council label provides a credible link between responsible production and consumption of forest products.and influences many people to take a stand in their consumption behaviour.fsc. To consume sustainably means to show concern for the consequences that your purchases have for the environment.org) Tetra Pak 11 . FSC labelled packaging provides a competitive advantage for drinks producers who want to create a positive environmental profile. Consumers are increasingly taking an interest in ‘green lifestyles’ that allow them to protect the environment where they live and to save money.

The interest in organic and Fairtrade products is likely to grow from having engaged a minority to include consumers in general. They are also seen as predictors of upcoming trends. Consumers who are uncertain of what is ‘right’ and ‘wrong’ stick to brands approved by authorities. Western Europe. dominated by individuals and consumers interested in the combination of health. Japan and Taiwan. On each package. They represent about 25 per cent of the population in for example the USA. the name of the farm and milking hour is printed. 53 per cent said they were willing to pay more for brands produced ethically. Companies should: 81 . The LOHAS group will gladly pay more for healthy and sustainable products. Have a good environmental track record Be clear about product risks and safety 43 Be involved in social projects Inform on environmental impact Have high ethical standards Treat employees fairly Offer green products Source: The Boston Consulting Group. and their values play a big role when they buy food and drink and other products. while stable consumers make their choices based on their own thinking. South-East Asia. Fairtrade. A typical market segment is LOHAS (Lifestyles of health and sustainability). Survey 2008 in nine countries globally. In a survey of 30. but so will also others. 75 75 73 71 66 A local dairy in southern Sweden has documented traceability of their products. sustainability and social justice.000 Internet users. indulgence.com 54 Emåmejeriet Most consumers think it is important for companies to be green. (Figures in per cent) 12 Donate to charity “Choose the Fairtrade label when you shop! An easy way to make a difference. as they are visionaries and early adopters of new attitudes and behaviours.” Most environmental labels have great credibility with consumers.

The driving force for industry is to meet these paradoxical requirements. The primary function of packaging is to protect the contents. The desire is there. This requires strong and efficient packaging. although many consumers are demanding less packaging. there is a gap between how much consumers say they care about ethics and the environment. With such knowledge they can easily make informed product choices. The problem is that there is not a unique definition of sustainable packaging. However. They also demand. which has involved major changes in processing and packaging equipment and a continuous development of advanced technology.To consume sustainably means. have become the most powerful levers in increasing sales of green products (Boston Consulting Group 2009). but many consumers feel they must balance that with their personal financial concerns. Tetra Pak Central America/C. apart from legal requirements. Awareness and choice. Consumers want to be confident that it is safe and protects the contents. Packaging's part in the choice The selection of the ‘right’ product also includes the packaging. among other things. ‘environmentally friendly’ is mainly associated with natural but also recyclable and compostable (Globescan 2009). to show concern for the consequences that your purchases have for the environment. A consumer report (Datamonitor 2008). not price. Heaulme Long life products in aseptic cartons that are recyclable are very advantageous. In fact. North-East Asia. shows that 51 per cent believe that environmental issues Tetra Pak ImageBank 13 . based in 15 countries in Europe. Consumed Tetra Pak carton packages are raw materials for other products through recycling. less but more clear and specific information on product labels. especially during transport and in countries where refrigerated distribution and storage are rarely available. and this also varies in the different markets. USA and South America. and how much it is reflected in their choice of food and drink. especially in countries where refrigerated distribution and storage is not available. but they also want to know if it is environmentally sustainable.

Trust is typically more important in developing markets. about having the right qualities and about trust. in per cent. (Source: Global Roper Report 2009) 43 37 42 33 38 60 35 29 55 42 48 58 50 80 46 61 57 59 19 60 69 34 65 60 Globally India Brazil South Africa China Mexico Russia 52 80 69 65 61 60 60 Argentina Thailand Turkey Taiwan Poland Egypt Italy 60 59 58 57 55 50 48 South Korea Australia Canada USA Spain UK 46 44 43 42 38 37 Sweden Indonesia France Germany Japan 35 34 33 29 19 44 Czech Republic 42 14 . "I only buy products and services from well-known and trusted brands".Tetra Pak's motto "PROTECTS WHAT'S GOOD" expresses our business philosophy to make food safe and available. Agree. The value of our motto is about safety. everywhere.

increase the importance of packaging when buying food and drink. Therefore should raw materials and ingredients be traceable from the food manufacturer back to the supplier. This together with increased demand for extended shelf life. fuelled by greater desire for convenience. A matter of confidence Many people are dependent on others when it comes to food. When asked if they would boycott a product that was over-packaged. Confidence in the food and beverage industry is vital for everyone and the global industry has never before been more active in issues related to food safety. the retail sector and the restaurant industry for food safety is therefore more topical than ever. China and South Korea had higher rates compared to other countries. Knowledge about the handling of food and basic rules for cooking has also been lost in the younger generations. China and South Korea had higher rates than Europe and the USA. and manufactured products be followed forward to the buyer? The aim is that dangerous or unsafe products can be quickly withdrawn from the market so that consumers will feel safe. Tetra Pak/R. 48 per cent replied that they would seek an alternative. are potential threats to food safety. Confidence in the whole industry is based on transparency. Grozescu . restaurants and hospitals and the food we eat at home can be more or less ready-prepared already when we buy it. it is vital to build in the values that producers stand for both in product and packaging. Rumänien 15 . schools. We eat lunch at workplaces.To maintain and enhance consumer confidence and curiosity. The responsibility of industry.

for others it means a change of eating habits. For many it means quite simply having access to safe and nutritious food. For example. and partly because it affects the industry to such a great extent. Although health interest varies according to education and social class. 16 . a huge number of people devote time. many sleep far too little.Tetras Pak ImageBank Health and well-being. health (maintaining or improving it) means more today than it did two years ago. Worry. others eat too much and exercise too little. The temptations of the supermarket shelves can also be difficult to resist when a craving for sugar resurfaces. The paradox is that many people. partly because it is relevant to consumers worldwide and in all age groups. a global project Interest in health is a significant trend. obesity and stress are large global health problems. despite an interest in health and great knowledge on how to live healthily. fatigue. not only physically but also spiritually. still do not. A survey by Datamonitor (2009) shows that. time constraints or the inability to prioritise may also make it something to tackle later on. which all affect our well-being. are often reasons for not getting started. Today. Social factors and not wanting to move from an established way of life with its bad habits. but most of all that can build up good health. for 75 per cent of consumers in 17 countries and four regions. care and concern for their own health. But health is much more than that. Want to but can't People are constantly searching for food and drink that can solve both long and short-term health problems.

.17 Tetra Pak ImageBank When choosing a health drink the product must add value that consumers understand and preferably experience.

they expect producers to supply products that make it possible to lose or maintain weight in an enjoyable way. Being overweight can be dangerous. type-2 diabetes. The development is much about drinks that provide a feeling of satisfaction quickly. In China the one-child system has led many families to feed. Two-thirds of European women actively check their weight. a high cholesterol value and arthritis.arabianEye/GettyImages Women in particular expect producers to supply products that make it possible to maintain weight in an enjoyable way. Around one in ten suffer from chronic sleep problems that affect mood and efficiency during the daytime. Scientific studies in several developed countries show that one third of the adult population suffer from occasional sleep disorders. because it might contribute to high blood pressure. The range of weight loss tips. not to mention diet pills and powders. Constantly tired A major health problem today is fatigue. eating is one of life's greatest joys and a lot of people and women in particular. is enormous and well known to all. fatten and spoil their child. Lean products that satisfy quickly Weight management affects and occupies a large part of the lifestyle of the world's adults and teenagers in all social classes. and about innovative functional food products that may promote 18 . Instead. slimming products. Around five per cent suffer from severe fatigue during the daytime. are reluctant to abstain from taste and experience in order to lose weight. cardiovascular disease. However.

weight loss.com . and by these means individuals have gained more power in influencing their own health. in order to lose weight and to keep the heart healthy and 19 Tetra Pak ImageBank Nature's pharmacy Natural products such as herbs. promoting and stimulating what is healthy by means of what we eat has only started in modern times. Others train to have an athletic and fit body.Nearly two-thirds of the world's 6. and frequently in combination with women's age and how to look younger. because it is so important to look good nowadays. Most people exercise to feel better both physically and mentally. there are no limits for how successful they can be.8 billion people rely on plants' powers of prevention and cure. For thousands of years in Asia it has been only natural to prevent disease through eating. strong. Beauty is often associated with good health. G V de Figueiredo/Shutterstock. and in Japan there is an old tradition to make use of plant ingredients in food products for specific health purposes. to cope with stressful and demanding jobs. berries and fruits have always been used as tonics and stimulants. In the Western world. A ready-to-drink beverage in a convenient package is one way of consuming these herbal formulas. If such products can be based on proven scientifit studies. Exercise and look good The concept of health also includes physical activities. Beauty has become a key area for product development of women’s drinks and the potential is big for both global and local producers of liquid food.

20 . Inc.Wegmans Food market.

(Image: Wegmans Food Markets. household habits and purchasing methods. Inc. not only lifestyle and economy are affected but also the approach to cooking and consumption. are contributing to the sense of lost time. when they are on the go or doing something else. The increase of women in the workplace. The quest for convenience can sometimes interfere with living a healthy life. Here customers can conveniently make up their own meals to take home or for dining at the in-store dining area. convenience and saving time is very important and many are prepared to pay more for products and services that can help in a hectic everyday life.) Convenience is worth its price Different demands and requirements. Generally many people live busy lives today. convenience or anything that can give them more control over time. and salads. Among other things. Young families are stressing them- ▲ 21 . but people need convenient and fast-cooked meals for everyday life and are therefore demanding a more wholesome range. work and give birth later in life. When women are educated. people want to eat now and then. in the family and for oneself. For full-time working adults. This can be seen from the increased consumption of functional beverages with bacterial cultures and antioxidants that can combat stressrelated stomach problems. with more time out of home commuting and travelling. selves in order to get everything in their lives running together smoothly. at work. side dishes. Time becomes a luxury item and the need for convenient products and services to fit into this lifestyle increases. A simple life Nearly three-quarters of all consumers globally wish that their lifestyle was less complicated. which has made many more financially independent. is one of the main social and economic changes in our time. and wholesome smoothies and vegetable drinks that replace a less healthy lunch or snack.Many supermarkets have attractive fresh food counters with ready-to-eat and ready-to-heat entrees. People are looking for flexibility.

The retail sector helps out In addition to contents and package. meal replacements. but also because they are leading the way in changing lifestyles generally. middle-aged divorcees. not only because they are growing in numbers. How should I use it? How long will it take to prepare the meal and is the supermarket open when I can shop? The trend towards more convenient cooking has caused the food and retail industry in many countries to help consumers with the unexciting parts of cooking and to produce components that consumers themselves can combine together and add the finishing touch. high levels of divorce and a rising number of the elderly. and elderly people on a tight budget. Small households mean increased consumption of fast meals in different forms. with smaller packs and single serve products are important. They will become a most important consumer group. ges/GettyImages N Frisk/Blend Ima One person households. One example Many are prepared to pay more for products and services that can help in a busy everyday life. not least for the liquid food industry and within the concept of convenience. 22 A&Me/Johnér . the product has other values that consumers put in relation to time saving and convenience. ready-to-drink beverages and smoothies. and fast prepared food for consumption at any time become a normal part of everyday life. such as complete shopping bags containing the necessary ingredients for a meal. Here flexibility in packaging. The primary reasons for the increase of this group are that young people delay marriage. Living singly is correlated to culture and living standards and thus developing countries tend to have a lower portion of single households than more advanced regions. a driving force The rise in single person households is global and creates business opportunities for many sectors.Single households are not a homogeneous group. Snacks. Most single households fall into one of three categories: single young and well-paid professionals.

such as milk and yoghurt drinks. (Source: GfK NOP Roper Reports Worldwide 2009) 19 46 39 37 27 26 26 21 20 20 20 19 17 16 16 16 11 10 10 10 8 8 7 7 7 3 Globally Australia Canada USA South Africa Argentina Mexico South Korea Russia Thailand UK Japan Taiwan Czech Republic Egypt Sweden Poland China Germany Spain Brazil Turkey France Indonesia Italy India Corbis/Scanpix is fruit and vegetables. For those who do not want to choose. Percentage who sip a drink while walking or driving weekly or more often. Another consists of home-cooked dishes and ingredients that consumers themselves can make up into meals and heat up at home. 23 Tetra Pak . smoothies. which are washed and cut into portions or mixed into salads. People eat and drink while they are on the move. is growing strongly in the combined convenience and health trend. soups. ready to consume straight from the package. desserts and sauces. fruit and vegetable juices.Lack of time leads many consumers to adopt a flexible and casual attitude towards food and to choose to simplify and reduce the time taken for cooking and consumption. The range of packaged beverages. there are complete shopping bags containing the necessary ingredients for a meal.

Nacivet/GettyImages 24 .For many. life would be entirely without content if they could not enjoy good food.

Most of us feel luxurious when we go to a restaurant or enjoy a special meal together with family and friends. A little bit of luxury A feeling of luxury is valuable because it is something beyond the ordinary. feel luxurious when we actually get them. and people look for everything from enjoyment and relaxation to pleasure and reward in the form of food and drink. But luxury means different things for different people 25 Sara Hildingh . Things we are missing. food cultures and traditions. to fill life with something that is missing. Some want small treats every day. for others perhaps the opposite. We like to enjoy pleasant things that can be a combination of experiences. and it becomes what you want it to be. others appreciate exclusivity occasionally. whether it is more time or clean water. What constitutes luxury is closely related to what constitutes scarcity.In search of good lives There are clear signs of a recreation-seeking mentality. The trend of indulgence is here and we make special time to nurture and pamper ourselves to feel good. For some it becomes a way to switch off from life’s pressures and escape reality for a while.

It may be a question of chocolate. rose geranium. Increased knowledge of nutrition and health means that the typical pleasure products of confectionery. for example for working hard. expensive purchases and travel. although it is mostly downsized to smaller treats. the message is clear: It must taste good! The flavour is of great importance for enjoyment and well-being. For the sake of good taste If you ask people what is important with food and drink. Flavours tend to reflect other trends in food and drink. are also consumed with pleasure in mind. hibiscus. This develops the taste buds and encourages us to actively look for new experiences in the products we buy. and is crucial when choosing a premium product or rewarding yourself. It is sold under the brand Présséa and positioned as 100 % local goodness. ice cream. depending on what is valued the most. regardless of product category. and others. The exotic antioxidant-rich superfruits. but we still want to lighten up the mood or reward ourselves. which allows us to more frequently test new products and different flavours.Tetra Pak ImageB ank Feeling good every day Good food and drink take on particular significance in a recession. pastries and snacks have been joined by healthier versions with less sugar. Then we postpone investments. Taste from flowers SIAGRO (Société Industrielle Agro-alimentaire) in Senegal. We choose to spend money for good food and drink. The latest taste sensations in the drinks range come from the floral kingdom: from elder. lemongrass. premium juice or a smoothie. is an innovative company with several products and brands. Globalisation brings with it national food culture influences. Tetra Pak a West Afric 26 . salt and fat. which are marketed for their health benefits. which is a true Senegalese drink and locally known as Bissap. They pioneered the processing of a hibiscus beverage. such as looking for the natural and healthy. lemon verbena.

in %: Time for yourself Globally Developed countries Developing countries 52 % 60 % 46 % Sleep long 39 % 53 % 29 % Go out and eat 37 % 43 % 33 % Eat. For example. which increase blood circulation and energy level.Icy delight A brief moment of well-being in the middle of everyday life means a lot. (Tetra Pak is a global main supplier of process equipment for ice cream) It is human to give yourself a treat from time to time. the developing clusters include all others. Brazil and China are then in the developing group. short trip 22 % 28 % 17 % Partying with friends 20 % 24 % 17 % (Source: GfK NOP Roper Reports Worldwide) Definition of advanced versus developing countries: The advanced cluster includes all countries with more than 45% of the population having a PPP (purchasing power parity) >US$ 5. drink something good 31 % 44 % 22 % Go out and have fun 23 % 34 % 14 % Outing.000. Consequently. What the 15+ age group prefers. Source: Tetra Pak Compass es GettyImag John Slat er/Getty Images 27 Gary John Norman/GettyImages . arginine and guarana. Ice cream becomes more wholesome with ginkgo.

28 . It is not possible to offer something average – consumers of the future will want just the best.Competition will increase in all areas.

and because we do it several times a day food and drink can enrich our lives in many ways. 29 Tetra Pak ImageBank . The desire to satisfy our senses is one of the objectives of eating. nutritious and functional. but they are also seeking variety and attractive packaging for the products they choose.Trendy beverages and their packaging Consumers expect more and more that food and drink should be genuine. The following are examples of some beverage categories expected to grow in the future.

Organic milk is a growing trend in the UK chilled market otherwise very stable in a global perspective. acai and sea buckthorn are gaining increasing space in the drinks range. consumers are also attracted by the new and exotic flavours. O Vasilkova/Shutterstock. Interestingly enough. Today the demand is stable for whole milk while growing for skimmed and semi-skimmed milk thanks to the health trend and dairy profitability.com Functional drinks that are ‘good for you’ The health trend encourages many consumers to choose a beverage for its "wholesome" properties. partly as major ingredient in many products. ➔ Sports drinks with proven effect on performance ➔ Energy drinks that provide an ‘energy kick’ ➔ Nutritional and health drinks that affect mental and physical well-being 30 . A newly awakened interest is now being shown in the research on fruit and vegetables and their health-promoting antioxidants. Superfruits such as pomegranate. Indeed. ifong/ Shutterstock. Cardiovascular health attracts the most attention and manufacturers around the world are providing us with lower cholesterol and omega-3 fortified foods. etc. Even though they are sold on health grounds. Milk also plays a large role in fast food and convenience food. thanks to higher standards of living. and partly as a healthy beverage to drink with your meal. the highest future growth in packaged milk will come from Asia. minerals. especially China. the global market for functional foods continues to evolve with a strong momentum ahead of conventional products.com Functional drinks can be divided into four segments: ➔ Fortified drinks with added vitamins. while pleasure and reward are what mostly drive the development of the ice cream market. new eating habits and increased awareness of the benefits of consuming milk and dairy products.Milk on stable ground Milk and milk products have always been basic commodities in most places in the Western world. Cheese and ice cream constitute a big part of the dairy product range. and the convenience trend has made cheese popular as a snack alternative. blueberry.

sugar. guarana and taurine can have negative effects. milk and soya beverages are seen as fitting those requirements. the category continues to grow and remain highly profitable which obviously invites new launches and brands on shelf. soya beverages and natural fruit juices. For consumers who want to relax instead there are drinks to combat everyday stress and reduce anxiety in that they contain melatonin. Other so-called Mood Foods are products that put us in a good mood–they help balance blood sugar and affect neurotransmitters in the brain. Indeed. He Central Am aulme Safe for children What parents are most concerned about is that their children eat and drink products that strengthen the immune systems and are good for them. are always safe choices when it comes to children's nutritional needs. erica/C. such as dopamine and serotonin. Tetra Pak ImageBan k Liven up and wind down ageBank .Children in the front-line Milk. chamomile or dog rose. Special kids’ drinks are also produced to cater for three specific needs. mental health and development. Tetra Pak 31 Tetra Pak Im Energy drinks are popular among both adolescents and adults to cope with a hectic lifestyle with too little sleep. rising childhood obesity and international initiatives taken to influence what children eat and drink offer great opportunities for beverage producers who can meet the intensified quality requirements that will soon prevail. preferably from organic farming. valerian. Packaged juices. stronger bones and weight reduction. Despite the publicity that excessive consumption of caffeine.

"Anywhere a person cultivates tea. especially in China – that is in places where tap water is of poor quality and packaged water becomes an obvious safe alternative. especially with regard to "must have" purchases. falling here rising there In countries with high quality tap water.com 32 Tetra Pak Sa udi Arabia Tetra Pak ImageBank . Volumes lost in the West are currently being offset by a strong demand in Asia. Packaged water. with a varied selection of vitaminised. D Iaroslav/Shutterstock. anywhere. but demand is increasing and the potential is huge. In the well-developed Asian tea market there is a demand for conveniently packaged tea and iced tea to drink anytime. The concept of tea-time is spreading and the range of tea is increasing with flavoured teas. We see with our memory In the choice between several thousand items in a store. more and more people are looking towards tea and its wholesome effect. This is why we often buy the same product as a matter of routine. In many Western countries. white tea and so-called ‘tea from herbs’. The products we first notice are the ones we recognise. the consumption levels in Europe and the USA have now started to fall. packaged water has paradoxically long been a big seller. Japanese Buddhist monk. Eisai. the brain subconsciously sorts most of them away because it would take too long to make a decision about each product.Tea over coffee Although the coffee culture continues to flourish with all the variations of coffee drinking. the concept of ready-to-drink tea is still underdeveloped. However. long life will follow". (1141-1215). green tea. which must happen quickly. because of the economic downturn and green trends. mineralised and flavoured water.

handy. juice. Packaging has a key role in brand building and it needs to be eye-catching and clear in communicating the product value. packaging and design become more and more relevant as they may tempt consumers to try a new drink instead of routinely choosing the usual one. and still drinks and attract consumers with many exciting and innovative flavours like green tea. convenient and environmentally sustainable. During recent times consumers in Europe and the USA have also discovered the health benefits of soya and soya drinks especially have expanded. In Europe and in the USA soya beverages are mainly consumed for breakfast. Thanks to improved processing technology soya can be combined with milk. >> Tetra Pak ImageBank The medium is the message Consumers are becoming less homogeneous in their choices and want more products to choose from. Apart from its primary function of protecting its contents and essential ingredients. mango. the package should also be attractive. as an alternative to cow's milk. 33 Tetra Pak ImageBank . aloe vera or honey. In this perspective. For a liquid food producer this means they must clearly differentiate their product so that it can stand out in the crowd.Juan Silva/GettyImages P Orly/ Shutt erstock.com Soya ‘the’ health drink Soya products represent an important nutritional factor for billions of people in Asia and South America.

and toxic chemicals such as disinfectants and preservatives are often added. refrigerated transport and storage of food are expensive and rare and the milk. A greater awareness of milk hygiene means that parents become worried that children may get ill from loose milk. However. Many people abstain from home-squeezed fruit juice to 34 .Tetra Pak Central America/C. fresh products with extended keeping qualities and a convenience that is increasingly being demanded. or buying freshly squeezed juice in juice bars and street stalls. in countries like India. sold loose in the streets and in milk stores. This said. When lifestyle changes more women go out to work and income increases. tuberculosis and listeria. Another key success factor in this major shift is the price of the packaged milk which should be affordable for most consumers. might contain bacteria that can cause salmonella. the Middle East and Africa. Here there is a long tradition of pressing fruit juice at home. milk sales are still traditionbound and often untouched by new developments. this changeover implies that barriers of culture. Although consumers traditionally boil the milk before using it. boiling does not affect other major problems as milk can be diluted with water that may be contaminated. Strong dairy traditions to overcome in loose milk markets Urbanisation and demographic changes in developing countries cause people to choose packaged food and ready-to-drink beverages to an increasing extent. In these tropical or subtropical climates. Heaulme Packaged instead of bulk –a consumer trend? In several places in the world we can see how greater awareness and better living conditions lead consumers to free themselves from traditions and adopt new behaviours in the purchase and consumption of food and drinks. tradition and technology must be overcome and consumers educated about the safety and benefits of UHT-treated and aseptically packaged milk. Convenience and nourishment drive packaged juices A changeover from traditional bulk sales to the packaged product is also taking place in the fruit juice sector. Advanced technology such as UHT processing and aseptic packaging provides safe. especially in Latin America. which turns into a driving force to choose packaged milk.

without any treatment or packaging. packaged orange juice has doubled in Mexico and ready-to-drink packaged orange juice and nectar has grown by 35 per cent in Brazil. During this transition. A changeover to packaged milk implies that also barriers of culture. especially if these are not from concentrate and therefore extremely tasty. Parents are also looking for products with high antioxidant content and extra vitamins. have become an important niche product. nutritious juices tailored for children. Over the last few years. which strengthen the children's immune systems and help them to cope with school work. without additives and with less sugar in individual portion packaging. 35 Tetra Pak ImageBank Tetra Pak/R. tradition and technology must be overcome. A greater awareness of milk hygiene and an affordable price makes many people choose packaged milk because it’s safer and trustworthy. Sangatpuri save time and begin to perceive packaged juices as a convenient equivalent. This shows that developing countries appreciate convenience and ease of use as much as western consumers do and are ready to change when life standards allow them to. Viberg In India and Pakistan milk is sold loose in the tropical heat.Tetra Pak India/S. .

the reliable and the natural. manipulated and untrue that people are starting to look in the exact opposite direction. yearning for the authentic. In France for example people are talking a lot about "les légumes anciens" (old vegetable varieties). in reality. People are looking for old-fashioned tastes which bring back happy memories from their childhood. Many products are today so similar that consumers find it difficult to see which one is good or bad and what value they have. natural or ‘good-for-you’ products has become so important. That is why the value of real.Back to the future So much in modern life is technical. in addition. and many young people want to know how people cooked before. "Forgotten" products are also being brought forward. which in practice also includes going back to basics with traditional cooking methods using raw. It is becoming evident that producers are recapturing the old knowledge and are launching new products that. artificial. Food and beverages we remember Nostalgia has made inroads into the market for food and drink. natural and fewer ingredients–and no chemical additives.com 36 . do not require large development costs. Marc Schultz/OnAsia. This has contributed to a growing perception that mass produced food offered in a retail environment would be tasteless or lack flavour.

37 Mark A. Johnson/Alamy /LuckyLook .Slow Food is a global movement where food culture is central.

slowfood. Clean because food and drink should not contain toxins and because production should not harm the environment.Ariel Skelley/GettyImages Words like authenticity. (Source: www.com) Origin matters In our quest for the genuine. is establishing itself in more and more cities and countries. despite the fact that most products are subject to some form of regulation to indicate their source. Unfortunately it is difficult to deduce the origin on many food packages. But industrial and semi-produced food is increasingly set against "natural food". Small businesses are increasingly established in the countryside re-adopting old methods of production and cooking. Enjoying the green lifestyle Enjoying food and drink of good quality together with family and friends often gives way to more convenient foods which are both quick to cook and eat. Slow Food is one such global movement where food culture is central. Fair because good food is a right even for those who have less in their wallets and because those who produce food and drink should have decent working and living conditions. not be a way to quickly get nourishment. or as much as traditional products. We would like to favour our local and national raw materials and alternative retailers like the Farmers' Market that offers fresh produce direct from the farm. Knowing the origin is important. Movements that represent the authentic and natural are growing in interest. individuality and simplicity are rated highly. whether it's the milk from neighbouring farms or exotic fruits from Thailand or South America. Consumers are looking for products that are good for health. it is only natural that we should want to know the origin of food and drinks. 38 . good for the environment and cost less. It has three key words: Good because food and drink should be enjoyed. green lifestyles and feeling good. The important thing is to be able to know the location and who produced the raw material.

for example./Alamy/LuckyLook Natural and free from. sugar or artificial flavourings and colourings. the paradox is that not all such products on the market are healthy. use natural flavourings and colourings where possible. the worry about additives Consumers seeking authenticity and green lifestyles take notice of what is added to food and drink and make healthy food choices by buying items labelled ‘natural’. In countries with a well-established food culture. s.o. and the debate easily creates a false impression that could lead to unnecessary fear and anxiety – not all additives are bad. but perhaps not all are necessary. fat. However. Tetra Pak ImageBank .Products that people perceive as natural and simple are water.r. soya and wine. 39 Profimedia Int. juice. Many producers are trying to reformulate their product range and. Knowledge about additives is also inadequate. milk. the meaning of natural is not clearly defined though the basic essence of a natural product is to exist as found in nature or to have undergone minimal processing. cooking and eating together with the family are more often given greater importance. People want fewer ingredients and will not put up with poor quality or high concentrations of salt. Even so.

J. needs and behaviour. 40 . but it also provides an opportunity for dialogue and relationships between the producer. Jaroslav Cook &/Bonne:Images Life online The "virtual world" is a rich source of knowledge about people's views. the market and the consumer.

Consumers are using social networks online to collect views on products and then select those that best meet their own requirements for quality. we talked with friends. at home. on the move. On websites. should be online whenever it suits us. where everything is public. 41 . Now. not only friends but also businesses. price and needs. the cheapest of the cheapest. We are spending more time communicating with friends. when we were buying durables or wanted to try a new drink or food product. at work. by the opinions of strangers online about products. shops and public institutions. blogs and social networks. The requirement to always be able to connect to the Internet is increasing. many people choose to search the web to find the best of the best. Away From Keyboard. More and more consumers have their own expertise far beyond the boundaries of the shop. Consumer in control In the past. Many feel that they have no identity when they are AFK. By these means many people are very well-versed and knowledgeable about both products and prices when they are in the shop and making choices. or the newest of the newest. information and knowledge about anything at all are shared and disseminated at anytime at all. Purchasing decisions are governed by facts we collect online. colleagues and customers by being online. brands and services. on holiday. day or night. with the laptop and not least using the mobile phone. as are the expectations that others. watched the advertisements or browsed the pages of a brochure. and by price comparisons on websites.

All men by nature desire knowledge. about a product can be spread at lightning speed and have a major impact in a very short time. new ambassadors who speak highly of the products are also born. Here. More discover that their opinions and behaviours can influence an industry and companies. A significant part of corporate customer contacts will gradually move from mass communication to such mass conversation. For a company to openly show that it can accept criticism and change itself inspires the confidence of consumers. 42 Greatstock Photographic Jean Chun Library/Alamy/LuckyLook m . (Aristotle 384-322 BC) g/OnAsia. When there are no geographical barriers to be overcome. or a product development that has been based on consumer opinion. This is now possible with text messages to mobile phones and social networking online. the social networks have great credibility. and provide them with the "right" information and build a dialogue and relationship with them. producers and retailers can converse with their target audiences. can criticise the company and its products.co As we trust our friends. and people have gone from being passive consumers to becoming active lobbyists. while 70 per cent trust consumer opinions posted online (Nielsen Global Online Consumer Survey). Few companies have previously been able to have a direct and active dialogue with consumers. 90 per cent of the world's online consumers trust recommendations from people they know. in the public domain of the Internet. positive or negative. Even though there are dissatisfied customers who. a message or a point of view. Communication is becoming conversation The way that people communicate and interact is being changed fundamentally by means of the influence of computers and mobile phones.

Tribaleye Images /GettyImages Bill Bachm ann/Alam Two thirds of the world's more than four billion mobile phone subscriptions are in developing countries.The most common reason for American companies to use social media is to talk to customers. Create conversation about product/company Increase customer loyalty Increase awareness of the brand Get new ideas for the organization 38 % 34 % 30 % 29 % 23 % (Source: Deloitte) Improve customer support Social media–a challenge for companies By being attentive to how the discussions are conducted about their own and competitors' products. (Source: Nielsen Global Online Consumer Survey) y/LuckyLoo k 43 . Jamie Marshall . If only one third of these get connected. we have an additional one billion online users. the producer and retailer can get consumers to influence each other to the benefit of their products and brands.

convenience and demanding consumers in control will still be around for many years.The Future Consumer It is impossible to know how consumers will actually behave in the future. shelf stable. environment. understand and fulfil the other demands and wishes that consumers will have in the future. Independent of these. or other new trends. Tetra Pak Brazil 44 . Dominant trends like health. The challenge is to predict. But for certain they will demand more information on food origin and how food and drink are produced. consumers’ basic needs will persist. food and drink must be safe. affordable and tasty.

P. Fax +420-2 4144 5963 East Mediterranean Tetra Pak East Med. 20054 Nova Milanese (MI) Tel +39-0362 4951. Fax +64 9 573 5599 North Africa Tetra Pak Maghreb 69 rue Othmane Ibnou Affane 3ème etage. Fax +353-1 467 8088 Italy Tetra Pak Italiana SpA Viale della Resistenza 56/A.o. Cross Lanes. Mt Wellington. 1327 Lysaker Tel +47-67 83 30 00. Fax +212 2248 8151 Norway Tetra Pak AS P. Fax +380-44 230 3949 United Arab Emirates Tetra Pak Gulf Jebel Ali Free Zone. Fax +48-22 5434 001 Portugal Tetra Pak Ibéria Av do Forte 12. Fax +52-55 2122 8747 Netherlands Tetra Pak B. 11070 Belgrade. Hungary Tel +36-23 885 200. Fax +371-760 2100 Belgium Tetra Pak Belgium NV/SA A. Fax +234-1 269 4782 Vietnam Tetra Pak Vietnam 235 Dong Khoi Str Metropolitan Bldg 14th fl District 1. 1 Tuansgate. Buncit Raya Kav. Lagos. 2127 Tel +61-2 8719 7300. Spruha 36. Auckland 1060 Tel +64 9 573 5588. Richmond Hill. 1236 Ljubljana. Antara Polanco. Fax +1-847 955 6500 Venezuela Tetra Pak C.o. 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