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  • Solutions

    Tetra Pak end-to-end solutions

    Solution

    • Yoghurt blueberries in bowl

      Processing

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

    • three carton packages

      Packaging

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

    • women wearing hololens services

      Services

      Tetra Pak® Services helps you improve your performance, optimize costs and ensure food safety throughout the lifecycle of your operation

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Home Consumers in control
Woman with her phone

CONSUMERS IN CONTROL

“I drink it routinely without much thought.” No over-thinking here. 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.
Woman reading newspaper

No need to think

In fact globally, research reveals that 17% of dairy, juice and still drink beverage occasions were consumed routinely, without much thought and to relieve basic hunger or thirst.


“Their rationale is that they just don’t want to feel empty,” explains Michela Vallalta, Global Consumer Intelligence Manager, Tetra Pak. “We call it the Control Need State. Drinking without putting much thought into it but at the same time feeling in control.”


According to the research, a higher percentage of 30 – 49-year olds and females versus males (53 vs. 47%) account for beverage occasions which fit within Control and these are highest in Spain (28%), France (24%), South Africa, Japan and Brazil (21%).

Climbing mountain

Trust

Since the consumer likes to be in control, there is also an element of inherent trust of the brand through previous experience and they also typically tell us,


“The beverage I drink should come across reliable and practical, I don’t want to spend time thinking about it.”
“It should be available where I shop and give good value for money.”
“Long life/UHT products are very convenient.”
“I want packages I am used to.”

Read more about aseptic packaging and UHT treatment for safe food⁠
Pouring milk from jug

What are they drinking?

The beverages they mostly turn to on these occasions include:
UHT milk
Fresh milk
Soy milk
Lactose reduced or lactose free milk
Sour milk
Value added milk
Drinking yogurt

Breakfast bowl

Breakfast staple

So, it’s not surprising that most consumption occasions take place at home (76%), on weekdays (68%), whilst having breakfast (27%) and that larger packages, sizes at least 1-litre sizes, are preferred.
Woman with shopping list

I recognize that

When it comes to products which fit this need, consumers are less interested in packaging or products which have too many extras. They’re looking out for a shape which they are used to, a package that is easy to pour from, easy to store, easy to open, is resealable, hygienic and protects the product.

Read more about our Tetra Brik® Aseptic Edge carton package, a family favourite with excellent pouring capabilities⁠
Baby with baby bottle

Their ideal product?

Traditional, reliable and practical come to mind. And a product needs to be available where they shop, provide good value for money, a brand they trust, a long life or UHT product, a local brand and last but not least, nourishing.

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
Drink to impress

Consumer insights, drink 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.

Drink to impress⁠
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

Source: Tetra Pak Global Occasion-based Need States Segmentation Research 2017.

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