Anuga FoodTec 2012
Creating Value for the New Global Consumer
Consumers who want it the way they want it and want it now, are no longer just sitting in London, New York or Taipei. They’re also in Sao Paolo, Bangalore and Bejing. As lives around the globe are becoming more complex and time increasingly a luxury, on-the go consumption is on the rise world-wide. Just in the last three years, the demand for convenient eating options has gone up to 40 per cent, and the habit to "sip a drink while walking" has become almost as popular (35 per cent).* Increasingly sophisticated consumers expect high levels of speed and convenience, thanks at least in part to technology. At the same time, they want to be confident that the products they consume are not only good for them, but also good for the planet.
Carton packaging of beverages is ideally positioned to support this global lifestyle change. Cartons are light-weight, economically portioned and easy to carry, store, and recycle, and they can be provided with smart closures that make consumption convenient and easy. But today’s hurried consumers demand even more convenience. Globally, one third say they loose interest in any product or service that is too complicated to use. Mothers especially, are tough customers. Many of them are balancing the demands of career and family, which means they are looking for products with maximum flexibility in terms of portion control and reclosing options as well as easy to use and light-weight containers which can be handled by younger family members. Easy grip and opening options also speak to the other spectrum of the demographics, especially in Western Europe and Japan, where over a quarter of the population will be 65 or older by 2020.
Health is a key priority among consumers. Globally 37 per cent say they are actively looking for products and services which will help them live a healthy lifestyle. As a safe, progressive, and environmentally friendly packaging option, cartons have much to offer and much to gain in a world with increasingly well-informed and educated consumers.
Markets with a burgeoning young middle-class, like India or Brazil, will experience increasing demand with regards to product image and prestigious brands – an important consideration, since they are expected to be the primary source of economic growth over the coming years. The right packaging can be a crucial differentiating factor for image-conscious consumers. But across the globe, shoppers want what they put into their shopping baskets or take out of the vending machine to reflect who they are or who they want to become. The brand they select needs to reflect their values—and value is much more than price, not only in developing, but also in developed markets, where a deal-seeking mentality is well established.
To get what they want at the right price for their wallets, first-world shoppers especially will harness technology to help them find the best deal. The idea is to get the most out of every purchase, but cutting down on discretionary spending like dining out at restaurants is also increasingly common in today’s economic environment.
At Anuga FoodTec we will showcase recent advances in manufacturing technology and introduce new closure options that respond to this trend towards at-home convenience and consumption on the go.
Source: GfK Roper Reports Worldwide 2011
View all our packages and packaging solutions
Read case article Meeting consumer needs in packaging design
Read press release Tetra Pak research shows surge in environmentally conscious behaviour by global consumers
Go to the Tetra Pak at Anuga FoodTec webpage