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    • Yoghurt blueberries in bowl

      Processing

      Processing solutions and equipment for dairy, cheese, ice cream, beverages and prepared food.

    • three carton packages

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      A complete carton packaging range for consuming fresh products, offering user convenience, easy opening and optimal shelf life.

    • women wearing hololens services

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Home Drink to impress
Man in suit and sunglasses

DRINK TO IMPRESS

We don’t just dress to impress. Drinking to impress is part of the 17% of dairy, juice and still drink beverage occasions consumed globally to satisfy consumers’ need for Distinction.
Business woman in the city

Making impressions, making sensations

The key motivators for what is known as the “Distinction” Need State are the desires to leave a good impression on others, improve personal appearance and show others you know good quality and have good taste. Another motivator is the longing to experience new sensations.


Not surprisingly, the main consumer generations motivated by the need for Distinction are 18-29-year-old millennials (indexing at 116 versus other age groups) predominately in China (21%), South Africa, Turkey and Mexico (20% each) and is higher for males compared to females (56% vs. 44%).

Read more in our report Packaging up millennial success⁠
Party people

Opportunities to impress

Beverage occasions which fit the need for Distinction are more likely to take place at breaks, during sporting activities, socialising at home and at pre-dinner aperitifs. Attending business events, social venues or movies etc., and after dinner moments account for the big out-of-home occasions.
Fresh food

What are they drinking?

Most typically, products which fit the Distinction Need State were found to be:

  • Smoothies (milk, yoghurt or fruit-based)

  • Herbal based cold drinks

  • Special milks (e.g. rice or grain)

  • Energy drinks

Read more about Plant-based drinks in Findbyfood and read case articles Kagome breaks into the smoothie market and Kaslink teams up with Tetra Pak - launching new oat-based drinks

Legs and feet

Their unique drink in a unique package

The research also found that this group of consumers typically want a beverage that is unique, stylish, creative and exciting.


Their ideal package is playful and fun to play with, has a new and attractive shape which stands out, has colourful graphics and portrays a high-quality premium image.


New ranges of packaging material finishings from the Tetra Pak® Artistry portfolio are an interesting fit with the Distinction Need State.

Related pages and articles

Reports & insights

​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​Trends, research and insights

Our latest research and analysis of market and consumer trends and insights for food and beverage manufacturers

Reports & insights⁠
Consumers in control

Consumers in control

There are quite simply times when people just don’t want or need to think about what they are drinking. They’ve got enough to do. But they do care.

Consumers in control⁠
Energy Need State

Energy need states - need a boost?

We help food and beverage manufacturers understand what motivates specific beverage occasions and how they can use this to reach their goals

Energy Need State⁠
Comfort Need State

Comfort Need State - restore the balance

Say you’re relaxing in the warm weather, you’re going to go for something cool and refreshing. In the language of Need States, you are looking for Comfort.

Comfort Need State⁠
Girls with sunglasses smiling

Packaging up millennial success

By examing the needs that characterize millennials, we can demonstrate how brands can optimise their products and packaging to meet these needs.

Read more⁠

Source: Tetra Pak global Needs States occasion-based segmentation study (dairy, juice and still drinks), 2017

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