Carton packaging increasingly snares lion’s share of liquid dairy market
By Rae McGraw, Tetra Pak’s marketing director, environment and communications cluster leader, sub-Saharan Africa
Carton packs are becoming entrenched as the number one liquid dairy product packaging of choice throughout sub-Sahara Africa.
While it is industry that selects which packaging to use the choice is ultimately driven by consumer demand. Carton packs are easy to use and convenient yet they seal in the goodness of the product while offering dairies a large, usable surface area to communicate with consumers. They are available in a wide variety of shapes and sizes with an equally wide array of caps and closures. Packs are also extremely convenient in the logistics and supply chain because of their shape, their durability, light weight and the fact that they don’t need costly refrigeration.
In addition to safety, health, and ease-of-use, consumers are also demanding greater respect for the environment and that means packaging must be recyclable. Carton packaging, which is 75% paper-based, is not only 100% recyclable, but is also created mostly from a renewable resource, which is responsibly managed trees.
Consumers prize the health benefits of modern liquid dairy products above all else. That is why the annual Dairy Index conducted by Tetra Pak forecasts liquid dairy product consumption in Africa is set to grow from 15 billion litres in 2010 to almost 25 billion litres by 2020. But while the liquid dairy products themselves are obviously highly nutritious and healthy it is the packaging that keeps them that way until they are consumed.
Very briefly, ultra high temperature (UHT) milk contains no preservatives, as is the mistaken belief of a majority of people. It is the process of heating the milk to between 135°C and 142°C for two to four seconds that kills most micro-organisms and spores without impacting flavour or nutritional value and that allows it to remain at ambient temperatures for such lengthy periods – up to two years. The packaging closes the loop to consumption by providing six layers to protect the product.
Ethnographic studies unearth human behaviours
Ease-of-use is also becoming more important for consumers. People want products that are easy to use in the home, provide ample product quantity. They also increasingly want products that are easy and convenient to consume while they are on the go, which typically means smaller quantities in securely sealed packages that are easy to open and pour cleanly.
It’s one of the reasons we conduct extensive ethnographic research to examine consumer expectations, needs and experience. Rather than asking consumers to express their attitudes about particular packaging, ethnographic research focuses on observing and recording how people actually behave in various, familiar environments. Efficiency and effectiveness are measured using criteria such as the ability to control the amount of liquid poured or the time it takes to open or close a package. Careful attention is paid to the number of errors consumers make as they try to open, use and re-close a particular package. Satisfaction is determined, in part, according to stated consumer attitudes and opinions about any particular package, and consumer behaviour in the simulated retail environment.
Recent resultant products meeting market requirements, for example, have been the Tetra Evero Aseptic 1000ml carton bottle for milk. It is initially aimed at the ambient white milk market, including non-oxygen sensitive milk enriched with calcium, proteins, fibres (inulin), vitamins A and D and some minerals. It will soon expand to cover a wide range of beverages, including flavoured milk, cream and oxygen sensitive milk, such as Omega 3, Iron, Zink, and Vitamin C. In addition the new pack offers the world’s first one step opening with a two step safety feature. An ergonomic, cylindrical shape with flat side panels means it’s easier for big and small hands to hold. The shape also provides the ideal angle for better pouring than other bottles, according to independent consumer research conducted in several European markets.
The machine that packs the dairy product into the new carton pack is good for the supply chain. The Tetra Pak A6 iLine, has a capacity of 10 000 packs-per-hour, takes up to 50% less space and requires 30% less investment than other aseptic bottling lines. It also offers 25% lower operating costs and requires half the electricity consumption than other aseptic bottling lines.
It’s that type of technological development that contributes to the rising prominence of liquid dairy carton packaging. All of the reasons above are behind several African dairies and retailers expanding their use of carton packaging as they grow their markets and range of products throughout sub-Sahara Africa.
ABOUT TETRA PAK
Tetra Pak is the world's leading food processing and packaging solutions company. Working closely with our customers and suppliers, we provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the world. With almost 22,000 employees based in over 85 countries, we believe in responsible industry leadership and a sustainable approach to business. Our motto, “PROTECTS WHAT’S GOOD™," reflects our vision to make food safe and available, everywhere.
More information about Tetra Pak is available at www.tetrapak.com
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uzothile.ngobeni@tetrapak.com
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