Welcome to the 12th issue of the Tetra Pak Index, which focuses on health and the environment. Historically seen as two separate areas, we’re now seeing them converge within food and beverage, which is perhaps the first industry to see this trend. This report explores the drivers of this new trend, and the opportunities it presents for brands going forward.
Environment and health, the top two consumers concerns are now seeing an increasing overlap, with a direct correlation perceived between the two. Nearly three out of five consumers already think that their health and well-being are strongly affected by the environment.
Our research shows that consumers believe they carry the responsibility for both their own health and the health of the planet. There is a growing belief that today’s lifestyles, particularly what we eat and drink, have a fundamental impact on both.
There is a widespread desire among consumers to live healthier, more environmentally friendly lives. Changing food and drink habits is seen as vital to this – it’s tangible, achievable and can be personally controlled. However, the barriers to change remain, such as cost, lack of knowledge, lack of availability, and lack of credibility of options. This provides an opportunity for brands that can support consumers in their desire for change and help them overcome such barriers.
There is also a strong potential for brands to demonstrate purpose, and bring about environmental innovations in packaging, as consumers increasingly see its value and are prepared to pay more for it.
Founded on the idea that a package should save more than it costs, sustainability has always been core to how Tetra Pak operates as a business. We recently launched our Planet Positive campaign, which urges industry stakeholders to move to a low-carbon circular economy. This represents a new way of thinking, urging industry stakeholders to come together to address the pressing global environmental issues of climate and waste, taking a broader view of sustainability, going beyond recycling and reuse to include the carbon impact of raw materials and manufacturing.
To support brands in their sustainability journey, through our global research study with Ipsos, we have analysed the different levels of awareness, attitudes and engagement around both health and the environment, to reveal an important new segmentation of consumers.
Based on this, consumers can be divided into six types: Active Ambassadors, Planet Friends, Health Conscious, Followers, Sceptics and Laggards. Each group has their own distinct beliefs, values, change drivers and trusted information sources, creating clear opportunities for targeted products, messaging and more.
We explore these segments in detail in this report, including an index that outlines what each segment plans to change in the next 12 months. And we look forward to working with our customers to capture the opportunities these learnings present, both now and in the future.
President & CEO, Tetra Pak Group
The research for this Index is based on an integrated global study by Ipsos, specially commissioned by Tetra Pak. It involved quantitative research based on 1,000 online consumer interviews carried out in May 2019 in Brazil, China, India, Indonesia, Kingdom of Saudi Arabia (KSA), South Korea, Spain, UK and USA. This was followed up by qualitative research based on five deep dive consumer interviews in Brazil, Indonesia, Saudi Arabia, UK, USA.
This Index also draws on other Tetra Pak research, notably Tetra Pak Environment Research. Published in July 2019, it involved online quantitative interviews with a total of 7,500 consumers, made up of 500 each in Brazil, China, France, Germany, India, Italy, KSA, Japan, Mexico, Russia, South Africa, Thailand, Turkey, UK, USA.