magazine

Theme: Consumer Trends

Tetra Pak

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Tetra Pak Magazine No. 98 2010, ISSN 0346-3044. The Tetra Pak Groups International Company Magazine is printed in Sweden and issued twice per year. The magazine is distributed to more than 150 countries and is available in Chinese, English, Finnish, French, German, Polish, Portuguese, Spanish, Swedish and selected issues in Japanese. Publisher: Jrgen Haglind. Editor: Berit Schannong. Editorial board: Jrgen Haglind, Khaled Ismail, Dan Martin, Berit Schannong, Paul Wharton, Rolf Viberg. Produced by: Tetra Pak International, Ruben Rausings gata, 221 86 Lund, Sweden. Tel +46 46 362948, E-mail berit.schannong@tetrapak.com . Graphic design: Wahlgren & Hansson, Malm, Sweden. Translation: CBG-Konsult, Sundbyberg, Sweden / Bill Taylor, Thames Ditton, UK. Paper Cover: Cocoon Silk 250 g. Paper Body: Cocoon Silk130 g. Cover Image: Niclas Bomgren. Print: Printing Malm, Sweden. ISO 14001 and FSC Certificates.

Consumer Trends Over half of the world's population lives in cities. Megacities are the new frontiers, drawing people in from the countryside and from other countries in search of opportunity. Lifestyles are converging in the cities and new values, behaviours and trends develop. In this issue of the Tetra Pak Magazine we take a look at how consumer trends can affect people's values, purchasing behaviour and consumption of food and drink.

Contents 3. 6. 10. 16. 21. 25. 29. 34. 36. 40. 44. What exactly is a trend? Many consumer types, more opportunities To act and to do it in the right way Health and well-being, a global project Convenience is worth its price In search of good lives Trendy beverages and their packaging Packaged instead of bulka consumer trend? Back to the future Life online The future consumer
R Sulgan/Masterfile/Scanpix

"There is one thing stronger than all the armies in the world, and that is an idea whose time has come."
Victor Hugo (1802-1885)

Andrew Gray/OnAsia.com

Being successful in the market place is about being well prepared. This means trying to see the patterns of consumption and ongoing lifestyle fluctuations in order to formulate a product strategy that minimises the risk of failure out in the high street. (Street fashion, Harajuku style, Tokyo.)
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What exactly is a trend?

Driving forces in society can set in motion the needs and aspirations that lead to long-term changes in consumer and manufacturer trends.

Consumers react to global root causes and to drivers that can be social, technological, ecological, economic, political, cultural and demographic. Trends, based on values and lifestyles, are then formed when changes in human behaviour, attitudes and interests grow in terms of strength and significance. Some can be intense and short-lived while others give rise to permanent changes in society. Trends in the fashion industry clearly show with what force and volatility trends can come and go, while the health trend demonstrates a different influence and permanency.

Trend, tendency and fad What is the difference between a trend, a tendency and a fad? In everyday speech a trend is a behavioural pattern that is created when

many people consume in a similar manner with the same basic needs for a relatively long period of time, usually for more than a few years. A product can be extremely popular, even globally, and for a long time, but a product is not a trend. On the other hand, it may be an indication of a trend, such as convenience or health. A tendency is the actual direction of movement before the trend becomes a matter of fact, and a fad is a temporary change that quickly influences specific groups, but just as quickly disappears again. Not all trends are embraced by all consumers, and almost all trends have an anti-trend. One example is lack of time which, on the one hand demands convenience and ease of access, and on the other hand creates an antitrend of the praise of slowness and a longing for idleness and the enjoyment of life.

Urbanisation
Change is driven by big global factors, which in turn may create global trends.

Educat

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On the lookout for trends Looking out for trends is not about looking into the future and saying what will happen in ten years. Seldom has anyone succeeded with this. Instead it is about observing and trying to understand what is happening right now, on a small and a large scale, in general, and in particular. To look for trends in the area of food production and consumption is to take a global perspective on fast-moving consumer goods and to understand the impact of the market forces that influence consumers' purchasing decisions. In the short-term this means to understand people's needs and conditions, in the long-term to detect changes in attitudes and see trends in the market as a result of new technology amongst other things. What is waiting around the corner? By studying the outside world, the people, their values and lifestyles, and by asking young people about their dreams and objectives, everyone can form an idea about tomorrow's society. The Nielsen Company anticipates that grocery retailing could change significantly over the next decade. The reason is primarily changing demographic structures and the financial status of households. In most countries birth rates are declining, life expectancy is increas-

Technology

Politics

ing and older people are becoming an important part of the market. The middle classes are emerging resulting in increased purchasing power. Billions of people will be online, single-households will increase and the majority of families with children in high income countries will be multicultural by 2020. Health, the climate and environmental issues will continue to remain in focus, and China and India will increase their economic influence in the world and affect the formation of trends.

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Many consumer types, more opportunities

Consumers with constantly changing needs, preferences and engagement can influence product range, services and even business practices throughout the beverage and food industry.

The world's consumers are characterised by an increased diversity and a number of paradoxes. These become apparent when dreams are set against reality, function against emotion, individualism against community, and global against local. When we buy food and drink, we want it all: health benefits and good taste, high quality and low price, environmentally sustainable but convenient and quick, less packaging but safer packages. It has become harder to choose and not at least more difficult to abstain. This sets demands on the industry to be flexible and innovative, to be in tune with preferences and stimulate consumers senses.

Food tells us about ourselves Food and beverages is the outer frame for where we operate and it says something about us. Frames have a tendency to become blurred, especially in countries without a strong food culture, and when they do a more situational behaviour emerges. People alternate between different dietsone week GI, the next week Atkins and the third week something else. Some consumers are disloyal to brands and are buying high and low, the one time inexpensive, fast-cooked food, the next time something locally produced or luxurious for offering friends. All the time we seek status in food and drink to show we are modern and at the forefront.

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We seek status in food and beverages to show our identity and that we are modern and in the forefront.

Young, older, old what is an age? We have several ages simultaneously: the actual age, the perceived age, the desired age and the appearance of age. A common combination is a 50 year-old who wants to be 30, feels like 35 and thinks he or she looks 40. In addition, we have a physical age (condition), a mental age (maturity) and a social age (how we should behave according to the expectations of our surroundings). The desire to look young is universal, but is highest among 75-85 year-olds, where the proportion is 80 per cent. Most of the ages merge together into a single age-mix, a "uni-age."

Tetra Pak Germany

Global Consumer Segmentation: Stimulation seekers, Food adventurers, Sociable gourmets, Family caretakers, Health and natural balancers, Habit keepers, Mobile urbans.
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The young, between 8-27 years, are technically smart, globally aware, concerned about the environment, appearance-fixated, purchase on credit, not brand loyal, and want immediate confirmation.

Proportion of population over 65 years, in per cent. Year 2000

12 21 14 28 5 18 4
Jed Share and Kaorv/Corbis/Scanpix

Year 2050, forecast North America Europe Asia Middle East & North Africa Latin America and Carribean Africa south of Sahara

13 5 18 3 5 10 20

Oceania

Source: UN

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The individual is more important than the collective Nearly two-thirds of global consumers consider that individuality is important, and to express their personality in the way they choose. Half of all Europeans believe that brands that match their attitudes and outlooks on life are important. In a study by Datamonitor (08/2008) two-thirds of the respondents in South-East Asia said that it was important for them to use specific products in order to be identified as an individual with personal needs, rather than as being part of a mass market. One example is the caf culture. In the past coffee was just coffee, nowadays cafes offer a variety of flavours and a variety of coffees to suit different individuals' personalities and values. Just for me People can stand out much more now than before and increasing individualism is noticeable everywhere, in particular among Generation Y, also called the "Me" generation. They were born around 1980-2000 and their hopes, concerns and attitudes have a growing influence on fast-moving consumer goods. Furthermore, living alone, covering all ages, has also become a lifestyle and will soon be the most common household group in many countries. This makes singles an important target group in the food-retailing trade. They generally have much more purchasing power and do not consume in the same way as other groups. They buy organic produce more often, require less packaging and choose food stores for convenience, not price. They want to have more customised products that meet their individual needs.

Baby boomers as seniors Many researchers agree that the values of baby boomers, born around 1946-1964, revolve around a core of individualism. They want to have it in their own way, regardless of what the world thinks. 60+ is now one of the largest demographic groups and one of the most affluent. They have spent more during their lifetimes than earlier generations and will continue to do so even after retirement. Those who lack financial resources will continue to work longer into old age in order to maintain their desired lifestyle. Baby boomers in the USA will account for 40-50 per cent of consumption during the next few years. By 2020, more than 40 per cent of Western Europe's population will be over 50 years old, and in Japan, ten million more people will retire in ten years. Understanding the global consumer Global consumers are of different ages, have different lifestyles and are in different stages of life. Consumer groups are becoming smaller and more numerous, and people within them act differently from one situation to another. Their values and attitudes towards food and drink are always key to their purchase decisions. Based on this, research has clearly identified seven consumer segments, which all exist globally although there are variations by country in terms of segment size: Stimulation seekers, Food adventurers, Sociable gourmets, Family caretakers, Health and natural balancers, Habit keepers, Mobile urbans.

There is a gap between the desire to become and to actually be a sustainable consumer. The reason is a lack of clear product options, high prices and an expectation that someone else in the production chain is taking responsibility for the big issues.

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To act and to do it in the right way

Have consumers become more ethical, critical and even worried? Questions that have never been asked before are becoming increasingly involved in consumers' decisions in choosing food and drink.
More and more people understand how their food choices have consequences, environmentally, socially and economically, and they ask themselves: what kind of world do we want to live in? People reflect on origin, traceability, environmental footprint and social responsibility, but also on production and food safety.

Consuming sustainably The interest in environmental and climate matters is growing, despite economic situations,

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and influences many people to take a stand in their consumption behaviour. Consumers are increasingly taking an interest in green lifestyles that allow them to protect the environment where they live and to save money. Consumption is no longer a private matter but also a political and ideological word that is increasing in importance. To consume sustainably means to show concern for the consequences that your purchases have for the environment, economy and social conditions, locally and globally.

Consumers understand that cartons are largely made from paper and thus renewable forest products. FSC labelled packaging provides a competitive advantage for drinks producers who want to create a positive environmental profile. The Forest Stewardship Council label provides a credible link between responsible production and consumption of forest products. (www.fsc.org)

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The interest in organic and Fairtrade products is likely to grow from having engaged a minority to include consumers in general. A typical market segment is LOHAS (Lifestyles of health and sustainability), dominated by individuals and consumers interested in the combination of health, indulgence, sustainability and social justice. They represent about 25 per cent of the population in for example the USA, Western Europe, South-East Asia, Japan and Taiwan, and their values play a big role when they buy food and drink and other products. They are also seen as predictors of upcoming trends, as they are visionaries and early adopters of new attitudes and behaviours.

The LOHAS group will gladly pay more for healthy and sustainable products, but so will also others. In a survey of 30,000 Internet users, 53 per cent said they were willing to pay more for brands produced ethically. Consumers who are uncertain of what is right and wrong stick to brands approved by authorities, while stable consumers make their choices based on their own thinking.

75 75

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71 66 A local dairy in southern Sweden has documented traceability of their products. On each package, the name of the farm and milking hour is printed.

Have a good environmental track record

Be clear about product risks and safety

43 Be involved in social projects

Inform on environmental impact

Have high ethical standards

Treat employees fairly

Offer green products

Source: The Boston Consulting Group, Survey 2008 in nine countries globally. (Figures in per cent)

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Donate to charity

Choose the Fairtrade label when you shop! An easy way to make a difference. Most environmental labels have great credibility with consumers.

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Most consumers think it is important for companies to be green. Companies should: 81

To consume sustainably means, among other things, to show concern for the consequences that your purchases have for the environment. Consumed Tetra Pak carton packages are raw materials for other products through recycling.

Tetra Pak Central America/C. Heaulme

Long life products in aseptic cartons that are recyclable are very advantageous, especially in countries where refrigerated distribution and storage is not available.

However, there is a gap between how much consumers say they care about ethics and the environment, and how much it is reflected in their choice of food and drink. The desire is there, but many consumers feel they must balance that with their personal financial concerns. They also demand, apart from legal requirements, less but more clear and specific information on product labels. Awareness and choice, not price, have become the most powerful levers in increasing sales of green products (Boston Consulting Group 2009).

Packaging's part in the choice The selection of the right product also includes the packaging. Consumers want to be confident that it is safe and protects the contents, but they also want to know if it is environmentally sustainable. With such knowledge they can easily make informed product choices.

The problem is that there is not a unique definition of sustainable packaging, and this also varies in the different markets. In fact, environmentally friendly is mainly associated with natural but also recyclable and compostable (Globescan 2009). The primary function of packaging is to protect the contents, especially during transport and in countries where refrigerated distribution and storage are rarely available. This requires strong and efficient packaging, although many consumers are demanding less packaging. The driving force for industry is to meet these paradoxical requirements, which has involved major changes in processing and packaging equipment and a continuous development of advanced technology. A consumer report (Datamonitor 2008), based in 15 countries in Europe, North-East Asia, USA and South America, shows that 51 per cent believe that environmental issues

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Tetra Pak's motto "PROTECTS WHAT'S GOOD" expresses our business philosophy to make food safe and available, everywhere. The value of our motto is about safety, about having the right qualities and about trust.

Trust is typically more important in developing markets.

"I only buy products and services from well-known and trusted brands". Agree, in per cent. (Source: Global Roper Report 2009)

43 37 42 33 38

60 35 29 55 42 48

58 50 80

46 61 57 59

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60

69

34

65 60
Globally India Brazil South Africa China Mexico Russia 52 80 69 65 61 60 60 Argentina Thailand Turkey Taiwan Poland Egypt Italy 60 59 58 57 55 50 48 South Korea Australia Canada USA Spain UK 46 44 43 42 38 37 Sweden Indonesia France Germany Japan 35 34 33 29 19

44

Czech Republic 42

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To maintain and enhance consumer confidence and curiosity, it is vital to build in the values that producers stand for both in product and packaging.

increase the importance of packaging when buying food and drink. China and South Korea had higher rates than Europe and the USA. When asked if they would boycott a product that was over-packaged, 48 per cent replied that they would seek an alternative. China and South Korea had higher rates compared to other countries.

A matter of confidence Many people are dependent on others when it comes to food. We eat lunch at workplaces, schools, restaurants and hospitals and the food we eat at home can be more or less ready-prepared already when we buy it. Knowledge about the handling of food and basic rules for cooking has also been lost in the younger generations. This together with

increased demand for extended shelf life, fuelled by greater desire for convenience, are potential threats to food safety. The responsibility of industry, the retail sector and the restaurant industry for food safety is therefore more topical than ever. Confidence in the whole industry is based on transparency. Therefore should raw materials and ingredients be traceable from the food manufacturer back to the supplier, and manufactured products be followed forward to the buyer? The aim is that dangerous or unsafe products can be quickly withdrawn from the market so that consumers will feel safe. Confidence in the food and beverage industry is vital for everyone and the global industry has never before been more active in issues related to food safety.

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, Rumnien

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Health and well-being, a global project

Interest in health is a significant trend, partly because it is relevant to consumers worldwide and in all age groups, and partly because it affects the industry to such a great extent.

Although health interest varies according to education and social class, a huge number of people devote time, care and concern for their own health, not only physically but also spiritually. For many it means quite simply having access to safe and nutritious food, for others it means a change of eating habits. But health is much more than that. Today, fatigue, obesity and stress are large global health problems, which all affect our well-being. A survey by Datamonitor (2009) shows that, for 75 per cent of consumers in 17 countries and four regions, health (maintaining or improving it) means more today than it did two years ago.

Want to but can't People are constantly searching for food and drink that can solve both long and short-term health problems, but most of all that can build up good health. The paradox is that many people, despite an interest in health and great knowledge on how to live healthily, still do not. For example, many sleep far too little, others eat too much and exercise too little. Social factors and not wanting to move from an established way of life with its bad habits, are often reasons for not getting started. Worry, time constraints or the inability to prioritise may also make it something to tackle later on. The temptations of the supermarket shelves can also be difficult to resist when a craving for sugar resurfaces.

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When choosing a health drink the product must add value that consumers understand and preferably experience.

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Women in particular expect producers to supply products that make it possible to maintain weight in an enjoyable way.

Constantly tired A major health problem today is fatigue. Scientific studies in several developed countries show that one third of the adult population suffer from occasional sleep disorders. Around one in ten suffer from chronic sleep problems that affect mood and efficiency during the daytime. Around five per cent suffer from severe fatigue during the daytime.

Lean products that satisfy quickly Weight management affects and occupies a large part of the lifestyle of the world's adults and teenagers in all social classes. Two-thirds of European women actively check their weight. The range of weight loss tips, slimming products, not to mention diet pills and powders, is enormous and well known to all. In China the one-child system has led many families to feed, fatten and spoil their child. Being overweight can be dangerous, because it might contribute to high blood pressure, type-2 diabetes, cardiovascular disease, a high cholesterol value and arthritis. However, eating is one of life's greatest joys and a lot of people and women in particular, are reluctant to abstain from taste and experience in order to lose weight. Instead, they expect producers to supply products that make it possible to lose or maintain weight in an enjoyable way. The development is much about drinks that provide a feeling of satisfaction quickly, and about innovative functional food products that may promote

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Nearly two-thirds of the world's 6.8 billion people rely on plants' powers of prevention and cure. A ready-to-drink beverage in a convenient package is one way of consuming these herbal formulas.

weight loss. If such products can be based on proven scientifit studies, there are no limits for how successful they can be.

Exercise and look good The concept of health also includes physical activities. Most people exercise to feel better both physically and mentally, to cope with stressful and demanding jobs, in order to lose weight and to keep the heart healthy and

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Nature's pharmacy Natural products such as herbs, berries and fruits have always been used as tonics and stimulants. For thousands of years in Asia it has been only natural to prevent disease through eating, and in Japan there is an old tradition to make use of plant ingredients in food products for specific health purposes. In the Western world, promoting and stimulating what is healthy by means of what we eat has only started in modern times, and by these means individuals have gained more power in influencing their own health.

strong. Others train to have an athletic and fit body, because it is so important to look good nowadays. Beauty is often associated with good health, and frequently in combination with women's age and how to look younger. Beauty has become a key area for product development of womens drinks and the potential is big for both global and local producers of liquid food.

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Wegmans Food market, Inc.

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Many supermarkets have attractive fresh food counters with ready-to-eat and ready-to-heat entrees, side dishes, and salads. Here customers can conveniently make up their own meals to take home or for dining at the in-store dining area. (Image: Wegmans Food Markets, Inc.)

Convenience
is worth its price
Different demands and requirements, at work, in the family and for oneself, are contributing to the sense of lost time. People are looking for flexibility, convenience or anything that can give them more control over time.
The increase of women in the workplace, which has made many more financially independent, is one of the main social and economic changes in our time. When women are educated, work and give birth later in life, not only lifestyle and economy are affected but also the approach to cooking and consumption, household habits and purchasing methods. Generally many people live busy lives today, with more time out of home commuting and travelling. Time becomes a luxury item and the need for convenient products and services to fit into this lifestyle increases. selves in order to get everything in their lives running together smoothly. For full-time working adults, convenience and saving time is very important and many are prepared to pay more for products and services that can help in a hectic everyday life. Among other things, people want to eat now and then, when they are on the go or doing something else. The quest for convenience can sometimes interfere with living a healthy life, but people need convenient and fast-cooked meals for everyday life and are therefore demanding a more wholesome range. This can be seen from the increased consumption of functional beverages with bacterial cultures and antioxidants that can combat stressrelated stomach problems, and wholesome smoothies and vegetable drinks that replace a less healthy lunch or snack.

A simple life Nearly three-quarters of all consumers globally wish that their lifestyle was less complicated. Young families are stressing them-

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Single households are not a homogeneous group. The primary reasons for the increase of this group are that young people delay marriage, high levels of divorce and a rising number of the elderly.

ges/GettyImages N Frisk/Blend Ima

One person households, a driving force The rise in single person households is global and creates business opportunities for many sectors, not least for the liquid food industry and within the concept of convenience. Living singly is correlated to culture and living standards and thus developing countries tend to have a lower portion of single households than more advanced regions. Small households mean increased consumption of fast meals in different forms. Snacks, meal replacements, ready-to-drink beverages and smoothies, and fast prepared food for consumption at any time become a normal part of everyday life. Here flexibility in packaging, with smaller packs and single serve products are important. Most single households fall into one of three categories: single young and well-paid professionals, middle-aged divorcees, and elderly people on a tight budget. They will become a most important consumer group, not only because they are growing in numbers, but also because they are leading the way in changing lifestyles generally.

The retail sector helps out In addition to contents and package, the product has other values that consumers put in relation to time saving and convenience. How should I use it? How long will it take to prepare the meal and is the supermarket open when I can shop? The trend towards more convenient cooking has caused the food and retail industry in many countries to help consumers with the unexciting parts of cooking and to produce components that consumers themselves can combine together and add the finishing touch. One example

Many are prepared to pay more for products and services that can help in a busy everyday life, such as complete shopping bags containing the necessary ingredients for a meal.

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Lack of time leads many consumers to adopt a flexible and casual attitude towards food and to choose to simplify and reduce the time taken for cooking and consumption.

People eat and drink while they are on the move.

Percentage who sip a drink while walking or driving weekly or more often. (Source: GfK NOP Roper Reports Worldwide 2009)
19 46 39 37 27 26 26 21 20 20 20 19 17 16 16 16 11 10 10 10 8 8 7 7 7 3

Globally Australia Canada USA South Africa Argentina Mexico South Korea Russia Thailand UK Japan Taiwan Czech Republic Egypt Sweden Poland China Germany Spain Brazil Turkey France Indonesia Italy India

Corbis/Scanpix

is fruit and vegetables, which are washed and cut into portions or mixed into salads, ready to consume straight from the package. Another consists of home-cooked dishes and ingredients that consumers themselves can make up into meals and heat up at home. For those who do not want to choose, there are complete shopping bags containing the necessary ingredients for a meal. The range of packaged beverages, such as milk and yoghurt drinks, smoothies, fruit and vegetable juices, soups, desserts and sauces, is growing strongly in the combined convenience and health trend.

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For many, life would be entirely without content if they could not enjoy good food.

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In search of good lives

There are clear signs of a recreation-seeking mentality, and people look for everything from enjoyment and relaxation to pleasure and reward in the form of food and drink.

The trend of indulgence is here and we make special time to nurture and pamper ourselves to feel good. We like to enjoy pleasant things that can be a combination of experiences, food cultures and traditions. For some it becomes a way to switch off from lifes pressures and escape reality for a while, for others perhaps the opposite, to fill life with something that is missing.

and it becomes what you want it to be. What constitutes luxury is closely related to what constitutes scarcity. Things we are missing, whether it is more time or clean water, feel luxurious when we actually get them. Some want small treats every day, others appreciate exclusivity occasionally. Most of us feel luxurious when we go to a restaurant or enjoy a special meal together with family and friends.

A little bit of luxury A feeling of luxury is valuable because it is something beyond the ordinary. But luxury means different things for different people

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Sara Hildingh

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Feeling good every day Good food and drink take on particular significance in a recession. Then we postpone investments, expensive purchases and travel, but we still want to lighten up the mood or reward ourselves, for example for working hard. We choose to spend money for good food and drink, although it is mostly downsized to smaller treats. It may be a question of chocolate, ice cream, premium juice or a smoothie, depending on what is valued the most. Increased knowledge of nutrition and health means that the typical pleasure products of confectionery, pastries and snacks have been joined by healthier versions with less sugar, salt and fat. The exotic antioxidant-rich superfruits, which are marketed for their health benefits, are also consumed with pleasure in mind. For the sake of good taste If you ask people what is important with food and drink, regardless of product category, the message is clear: It must taste good! The flavour is of great importance for enjoyment and well-being, and is crucial when choosing a premium product or rewarding yourself. Globalisation brings with it national food culture influences, which allows us to more frequently test new products and different flavours. This develops the taste buds and encourages us to actively look for new experiences in the products we buy. Flavours tend to reflect other trends in food and drink, such as looking for the natural and healthy. The latest taste sensations in the drinks range come from the floral kingdom: from elder, lemon verbena, hibiscus, rose geranium, lemongrass, and others.

Taste from flowers SIAGRO (Socit Industrielle Agro-alimentaire) in Senegal, is an innovative company with several products and brands. They pioneered the processing of a hibiscus beverage, which is a true Senegalese drink and locally known as Bissap. It is sold under the brand Prssa and positioned as 100 % local goodness.

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Icy delight A brief moment of well-being in the middle of everyday life means a lot. Ice cream becomes more wholesome with ginkgo, arginine and guarana, which increase blood circulation and energy level.
(Tetra Pak is a global main supplier of process equipment for ice cream)

It is human to give yourself a treat from time to time. What the 15+ age group prefers, in %:

Time for yourself Globally Developed countries Developing countries 52 % 60 % 46 %

Sleep long 39 % 53 % 29 %

Go out and eat 37 % 43 % 33 %

Eat, drink something good 31 % 44 % 22 %

Go out and have fun 23 % 34 % 14 %

Outing, short trip 22 % 28 % 17 %

Partying with friends 20 % 24 % 17 %

(Source: GfK NOP Roper Reports Worldwide)

Definition of advanced versus developing countries: The advanced cluster includes all countries with more than 45% of the population having a PPP (purchasing power parity) >US$ 5,000. Consequently, the developing clusters include all others. For example, Brazil and China are then in the developing group. Source: Tetra Pak Compass

es GettyImag

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Competition will increase in all areas. It is not possible to offer something average consumers of the future will want just the best.

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Trendy beverages and their packaging

Consumers expect more and more that food and drink should be genuine, nutritious and functional, but they are also seeking variety and attractive packaging for the products they choose.
The desire to satisfy our senses is one of the objectives of eating, and because we do it several times a day food and drink can enrich our lives in many ways. The following are examples of some beverage categories expected to grow in the future.
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Milk on stable ground

Milk and milk products have always been basic commodities in most places in the Western world. Today the demand is stable for whole milk while growing for skimmed and semi-skimmed milk thanks to the health trend and dairy profitability. Organic milk is a growing trend in the UK chilled market otherwise very stable in a global perspective. Interestingly enough, the highest future growth in packaged milk will come from Asia, especially China, thanks to higher standards of living, new eating habits and increased awareness of the benefits of consuming milk and dairy products. Milk also plays a large role in fast food and convenience food, partly as major ingredient in many products, and partly as a healthy beverage to drink with your meal. Cheese and ice cream constitute a big part of the dairy product range, and the convenience trend has made cheese popular as a snack alternative, while pleasure and reward are what mostly drive the development of the ice cream market.
ifong/ Shutterstock.com

Functional drinks that are good for you

The health trend encourages many consumers to choose a beverage for its "wholesome" properties. Indeed, the global market for functional foods continues to evolve with a strong momentum ahead of conventional products. Cardiovascular health attracts the most attention and manufacturers around the world are providing us with lower cholesterol and omega-3 fortified foods. A newly awakened interest is now being shown in the research on fruit and vegetables and their health-promoting antioxidants. Superfruits such as pomegranate, blueberry, acai and sea buckthorn are gaining increasing space in the drinks range. Even though they are sold on health grounds, consumers are also attracted by the new and exotic flavours.

O Vasilkova/Shutterstock.com

Functional drinks can be divided into four segments:

Fortified drinks with added vitamins, minerals, etc. Sports drinks with proven effect on performance Energy drinks that provide an energy kick Nutritional and health drinks that affect mental and physical
well-being

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Children in the front-line

Milk, soya beverages and natural fruit juices, preferably from organic farming, are always safe choices when it comes to children's nutritional needs. Special kids drinks are also produced to cater for three specific needs; mental health and development, stronger bones and weight reduction. Indeed, rising childhood obesity and international initiatives taken to influence what children eat and drink offer great opportunities for beverage producers who can meet the intensified quality requirements that will soon prevail.
erica/C. He Central Am aulme

Safe for children What parents are most concerned about is that their children eat and drink products that strengthen the immune systems and are good for them. Packaged juices, milk and soya beverages are seen as fitting those requirements.

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Energy drinks are popular among both adolescents and adults to cope with a hectic lifestyle with too little sleep. Despite the publicity that excessive consumption of caffeine, sugar, guarana and taurine can have negative effects, the category continues to grow and remain highly profitable which obviously invites new launches and brands on shelf. For consumers who want to relax instead there are drinks to combat everyday stress and reduce anxiety in that they contain melatonin, valerian, chamomile or dog rose. Other so-called Mood Foods are products that put us in a good moodthey help balance blood sugar and affect neurotransmitters in the brain, such as dopamine and serotonin.

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Liven up and wind down

ageBank

Tea over coffee

Although the coffee culture continues to flourish with all the variations of coffee drinking, more and more people are looking towards tea and its wholesome effect. The concept of tea-time is spreading and the range of tea is increasing with flavoured teas, green tea, white tea and so-called tea from herbs. In the well-developed Asian tea market there is a demand for conveniently packaged tea and iced tea to drink anytime, anywhere. In many Western countries, the concept of ready-to-drink tea is still underdeveloped, but demand is increasing and the potential is huge.

"Anywhere a person cultivates tea, long life will follow".

Eisai, Japanese Buddhist monk, (1141-1215).

We see with our memory

In the choice between several thousand items in a store, the brain subconsciously sorts most of them away because it would take too long to make a decision about each product. The products we first notice are the ones we recognise. This is why we often buy the same product as a matter of routine, especially with regard to "must have" purchases, which must happen quickly.

Packaged water, falling here rising there

In countries with high quality tap water, packaged water has paradoxically long been a big seller, with a varied selection of vitaminised, mineralised and flavoured water. However, the consumption levels in Europe and the USA have now started to fall, because of the economic downturn and green trends. Volumes lost in the West are currently being offset by a strong demand in Asia, especially in China that is in places where tap water is of poor quality and packaged water becomes an obvious safe alternative.

D Iaroslav/Shutterstock.com

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udi Arabia

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Juan Silva/GettyImages

P Orly/ Shutt erstock.com

Soya the health drink

Soya products represent an important nutritional factor for billions of people in Asia and South America. During recent times consumers in Europe and the USA have also discovered the health benefits of soya and soya drinks especially have expanded. Thanks to improved processing technology soya can be combined with milk, juice, and still drinks and attract consumers with many exciting and innovative flavours like green tea, mango, aloe vera or honey. In Europe and in the USA soya beverages are mainly consumed for breakfast, as an alternative to cow's milk.

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The medium is the message

Consumers are becoming less homogeneous in their choices and want more products to choose from. For a liquid food producer this means they must clearly differentiate their product so that it can stand out in the crowd. In this perspective, packaging and design become more and more relevant as they may tempt consumers to try a new drink instead of routinely choosing the usual one. Packaging has a key role in brand building and it needs to be eye-catching and clear in communicating the product value. Apart from its primary function of protecting its contents and essential ingredients, the package should also be attractive, handy, convenient and environmentally sustainable.
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Tetra Pak Central America/C. Heaulme

Packaged instead of bulk a consumer trend?

In several places in the world we can see how greater awareness and better living conditions lead consumers to free themselves from traditions and adopt new behaviours in the purchase and consumption of food and drinks.
Strong dairy traditions to overcome in loose milk markets Urbanisation and demographic changes in developing countries cause people to choose packaged food and ready-to-drink beverages to an increasing extent. Advanced technology such as UHT processing and aseptic packaging provides safe, fresh products with extended keeping qualities and a convenience that is increasingly being demanded. This said, in countries like India, the Middle East and Africa, milk sales are still traditionbound and often untouched by new developments. In these tropical or subtropical climates, refrigerated transport and storage of food are expensive and rare and the milk, sold loose in the streets and in milk stores, might contain bacteria that can cause salmonella, tuberculosis and listeria. Although consumers traditionally boil the milk before using it, boiling does not affect other major problems as milk can be diluted with water that may be contaminated, and toxic chemicals such as disinfectants and preservatives are often added.
A greater awareness of milk hygiene means that parents become worried that children may get ill from loose milk, which turns into a driving force to choose packaged milk. However, this changeover implies that barriers of culture, tradition and technology must be overcome and consumers educated about the safety and benefits of UHT-treated and aseptically packaged milk. Another key success factor in this major shift is the price of the packaged milk which should be affordable for most consumers.

Convenience and nourishment drive packaged juices A changeover from traditional bulk sales to the packaged product is also taking place in the fruit juice sector, especially in Latin America. Here there is a long tradition of pressing fruit juice at home, or buying freshly squeezed juice in juice bars and street stalls. When lifestyle changes more women go out to work and income increases. Many people abstain from home-squeezed fruit juice to

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Tetra Pak India/S. Sangatpuri

save time and begin to perceive packaged juices as a convenient equivalent, especially if these are not from concentrate and therefore extremely tasty. Over the last few years, packaged orange juice has doubled in Mexico and ready-to-drink packaged orange juice and nectar has grown by 35 per cent in Brazil. This shows that developing countries appreciate convenience and ease of use as much as western consumers do and are ready to change when life standards allow them to. During this transition, nutritious juices tailored for children, without additives and with less sugar in individual portion packaging, have become an important niche product. Parents are also looking for products with high antioxidant content and extra vitamins, which strengthen the children's immune systems and help them to cope with school work.
A changeover to packaged milk implies that also barriers of culture, tradition and technology must be overcome.

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Tetra Pak/R. Viberg

In India and Pakistan milk is sold loose in the tropical heat, without any treatment or packaging. A greater awareness of milk hygiene and an affordable price makes many people choose packaged milk because its safer and trustworthy.

Back to the future

So much in modern life is technical, artificial, manipulated and untrue that people are starting to look in the exact opposite direction, yearning for the authentic, the reliable and the natural.
Many products are today so similar that consumers find it difficult to see which one is good or bad and what value they have. This has contributed to a growing perception that mass produced food offered in a retail environment would be tasteless or lack flavour. That is why the value of real, natural or good-for-you products has become so important, which in practice also includes going back to basics with traditional cooking methods using raw, natural and fewer ingredientsand no chemical additives.

Food and beverages we remember Nostalgia has made inroads into the market for food and drink. People are looking for old-fashioned tastes which bring back happy memories from their childhood, and many young people want to know how people cooked before, in reality. It is becoming evident that producers are recapturing the old knowledge and are launching new products that, in addition, do not require large development costs. "Forgotten" products are also being brought forward. In France for example people are talking a lot about "les lgumes anciens" (old vegetable varieties).

Marc Schultz/OnAsia.com

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Slow Food is a global movement where food culture is central.

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Mark A. Johnson/Alamy /LuckyLook

Ariel Skelley/GettyImages

Words like authenticity, individuality and simplicity are rated highly.

Enjoying the green lifestyle Enjoying food and drink of good quality together with family and friends often gives way to more convenient foods which are both quick to cook and eat. But industrial and semi-produced food is increasingly set against "natural food", green lifestyles and feeling good. Small businesses are increasingly established in the countryside re-adopting old methods of production and cooking. Movements that represent the authentic and natural are growing in interest. Consumers are looking for products that are good for health, good for the environment and cost less, or as much as traditional products. Slow Food is one such global movement where food culture is central. It has three key words: Good because food and drink should be enjoyed, not be a way to quickly get nourishment. Clean because food and drink should not contain toxins and because production should not harm the environment.

Fair because good food is a right even for those who have less in their wallets and because those who produce food and drink should have decent working and living conditions. (Source: www.slowfood.com)

Origin matters In our quest for the genuine, it is only natural that we should want to know the origin of food and drinks. We would like to favour our local and national raw materials and alternative retailers like the Farmers' Market that offers fresh produce direct from the farm, is establishing itself in more and more cities and countries. Knowing the origin is important, whether it's the milk from neighbouring farms or exotic fruits from Thailand or South America. The important thing is to be able to know the location and who produced the raw material. Unfortunately it is difficult to deduce the origin on many food packages, despite the fact that most products are subject to some form of regulation to indicate their source.

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Products that people perceive as natural and simple are water, milk, juice, soya and wine.

In countries with a well-established food culture, cooking and eating together with the family are more often given greater importance.

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Profimedia Int. s.r.o./Alamy/LuckyLook

Natural and free from, the worry about additives Consumers seeking authenticity and green lifestyles take notice of what is added to food and drink and make healthy food choices by buying items labelled natural. However, the meaning of natural is not clearly defined though the basic essence of a natural product is to exist as found in nature or to have undergone minimal processing. People want fewer ingredients and will not put up with poor quality or high concentrations of salt, fat, sugar or artificial flavourings and colourings. Even so, the paradox is that not all such products on the market are healthy. Knowledge about additives is also inadequate, and the debate easily creates a false impression that could lead to unnecessary fear and anxiety not all additives are bad, but perhaps not all are necessary. Many producers are trying to reformulate their product range and, for example, use natural flavourings and colourings where possible.

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J. Jaroslav Cook &/Bonne:Images

Life online
The "virtual world" is a rich source of knowledge about people's views, needs and behaviour, but it also provides an opportunity for dialogue and relationships between the producer, the market and the consumer.

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Consumers are using social networks online to collect views on products and then select those that best meet their own requirements for quality, price and needs.

We are spending more time communicating with friends, colleagues and customers by being online, day or night, at work, at home, on holiday, on the move, with the laptop and not least using the mobile phone. The requirement to always be able to connect to the Internet is increasing, as are the expectations that others, not only friends but also businesses, shops and public institutions, should be online whenever it suits us. Many feel that they have no identity when they are AFK, Away From Keyboard.

Consumer in control In the past, when we were buying durables or wanted to try a new drink or food product, we talked with friends, watched the advertisements or browsed the pages of a brochure. Now, many people choose to search the web to find the best of the best, the cheapest of the cheapest, or the newest of the newest. On websites, blogs and social networks, where everything is public, information and knowledge about anything at all are shared and disseminated at anytime at all. More and more consumers have their own expertise far beyond the boundaries of the shop. Purchasing decisions are governed by facts we collect online, by the opinions of strangers online about products, brands and services, and by price comparisons on websites. By these means many people are very well-versed and knowledgeable about both products and prices when they are in the shop and making choices.

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All men by nature desire knowledge.

(Aristotle 384-322 BC)

g/OnAsia.co

As we trust our friends, the social networks have great credibility. 90 per cent of the world's online consumers trust recommendations from people they know, while 70 per cent trust consumer opinions posted online (Nielsen Global Online Consumer Survey). More discover that their opinions and behaviours can influence an industry and companies, and people have gone from being passive consumers to becoming active lobbyists. When there are no geographical barriers to be overcome, a message or a point of view, positive or negative, about a product can be spread at lightning speed and have a major impact in a very short time.

Communication is becoming conversation The way that people communicate and interact is being changed fundamentally by means of the influence of computers and mobile phones. Few companies have previously been

able to have a direct and active dialogue with consumers, or a product development that has been based on consumer opinion. This is now possible with text messages to mobile phones and social networking online. Here, producers and retailers can converse with their target audiences, and provide them with the "right" information and build a dialogue and relationship with them. Even though there are dissatisfied customers who, in the public domain of the Internet, can criticise the company and its products, new ambassadors who speak highly of the products are also born. For a company to openly show that it can accept criticism and change itself inspires the confidence of consumers. A significant part of corporate customer contacts will gradually move from mass communication to such mass conversation.

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Greatstock Photographic

Jean Chun

Library/Alamy/LuckyLook

The most common reason for American companies to use social media is to talk to customers. Create conversation about product/company Increase customer loyalty Increase awareness of the brand Get new ideas for the organization

38 % 34 % 30 % 29 % 23 %
(Source: Deloitte)

Improve customer support

Social mediaa challenge for companies By being attentive to how the discussions are conducted about their own and competitors' products, the producer and retailer can get consumers to influence each other to the benefit of their products and brands.

Jamie Marshall

- Tribaleye Images

/GettyImages

Bill Bachm

ann/Alam

Two thirds of the world's more than four billion mobile phone subscriptions are in developing countries. If only one third of these get connected, we have an additional one billion online users. (Source: Nielsen Global Online Consumer Survey)

y/LuckyLoo

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The Future Consumer

It is impossible to know how consumers will actually behave in the future. But for certain they will demand more information on food origin and how food and drink are produced. Dominant trends like health, environment, convenience and demanding consumers in control will still be around for many years. Independent of these, or other new trends, consumers basic needs will persist; food and drink must be safe, shelf stable, affordable and tasty. The challenge is to predict, understand and fulfil the other demands and wishes that consumers will have in the future.

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TETRA PAK PROCESSING AND PACKAGING SYSTEMS ARE MARKETED BY, AMONG OTHERS Arabia Tetra Pak Manufacturing Ltd Lot 88-103, Phase 3, Jcci, Warehouse City 21413 Jeddah, Saudi Arabia Tel +966-2 635 1515, Fax +966-2 635 2640 Argentina and Uruguay Tetra Pak SRL Maip 1210, Piso 7 C1006ACT Buenos Aires Tel +54-114 317 0400, Fax +54-114 317 0433 Australia Tetra Pak Marketing Pty Ltd 2A Hill Road, Homebush Bay, N.S.W. 2127 Tel +61-2 8719 7300, Fax +61-2 9648 1732 Balkans Tetra Pak Production d.o.o. 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Kioicho Fukudaya Bldg. 6-12, Kioicho, Chiyoda-ku, Tokyo 102-8544 Tel +81-3-5211 2111, Fax +81-3-5211 2011 Kenya and East Africa Tetra Pak (Kenya) Ltd P O Box 78340, Nairobi Tel +254 20 6909 000, Fax +254-2 532 083 Korea Tetra Pak Ltd 7F Ansung Tower, 737-35 Hannan-dong Yongsan-gu, 140-895 Seoul, South Korea Tel +82-2 799 2302, Fax +82-2 798 3498 Malaysia and Singapore Tetra Pak (Malaysia) Sdn Bhd 1201 Level 12 Uptown 2, No.2 Jalan SS21/37 Damansara Uptown, 47400 Petaling Jaya, Selangor Darul Ehsan Tel +603 7724 7000, Fax +603 7729 1166 Mexico Tetra Pak SA de CV Av.Ejrcito Nacional 843-B, Antara Polanco, Torre Paseo, Acceso A-Piso 2, Col.Granada, Del.Miguel Hidalgo, C.P.11520 Mxico, D.F. Tel +52-55 2122 8700, Fax +52-55 2122 8747 Netherlands Tetra Pak B.V. Oostelijke Randweg 48 4782 PZ Moerdijk Tel +31-168 386500, Fax +31-168 386 600 Tetra Pak Processing Systems BV Hoofdveste 18, 3992 DG Houten Tel +31-305 349 999, Fax +31-306 349 900 New Zealand Tetra Pak New Zealand Ltd Level 3, 8 Pacific Rise, Mt Wellington, Auckland 1060 Tel +64 9 573 5588, Fax +64 9 573 5599 North Africa Tetra Pak Maghreb 69 rue Othmane Ibnou Affane 3me etage, 20000 Casablanca, Morocco Tel +212 2248 8150, Fax +212 2248 8151 Norway Tetra Pak AS P.O.Box 477, 1327 Lysaker Tel +47-67 83 30 00, Fax +47-67 83 30 01 Pakistan Tetra Pak Pakistan Ltd 316 - Upper Mall, Lahore 54000 Tel +92-42 5710070-77, Fax +92-42 5710065 Peru and Bolivia Tetra Pak SA (Per) Av Victor A.Belande 147 Centro Empresarial Edif. Real Seis Ofic. 403 Lima 27 Tel +51 1 212 1060, Fax +51 1 440 1420 Philippines Tetra Pak Philippines Inc 7/F Net One Center 26 St.Cnr. Third Ave Crescent Park W Distr Bonifacio Global City Taguig 1634, Metro Manila Tel +632 976 3400, Fax +632 818 1072 Poland Tetra Pak SP. zo.o. u. 1-go Sierpnia 8A, 02-134 Warsaw Tel +48-22 5434 000, Fax +48-22 5434 001 Portugal Tetra Pak Ibria Av do Forte 12, 2790-072 Carnaxide Tel +351-21 416 5600, Fax +351-21 4165771 Russia and Belarus Tetra Pak A/O 8, Wilhelm Pieck str, 129226 Moscow Tel +7-095 787 8000, Fax +7-095 787 8001 Slovenia, Croatia and Albania Tetra Pak d.o.o. Spruha 36, Trzin, 1236 Ljubljana, Slovenia Tel +386-1 5304 200, Fax +386-1 562 1564 South Africa Tetra Pak South Africa (Pty) Ltd 100 Electron Avenue, Isando, Gauteng 1600 Tel +27-11 570 3000, Fax +27-11 570 3149 Spain Tetra Pak Ibria Latn, 8 (Poligono Finanzauto) 28500 Arganda del Rey (Madrid) Tel +34-91 876 9500, Fax +34-91 876 6390 Sweden and Denmark Tetra Pak Sweden AB Ruben Rausings gata, 221 86 Lund Tel: +46 46 36 10 00, Fax +46 46 36 47 50 Switzerland Tetra Pak Schweiz AG Europastrasse 30, 8152 Glattbrugg Tel +41-44 804 6600, Fax +41-44 804 6650 Taiwan Tetra Pak Taiwan Ltd 4, Wen Ming 3rd Street, Lin Kou Ind. Park 3, Taoyuan 333 Tel +886-3 328 3111, Fax +886-3 328 4214 Thailand Tetra Pak (Thailand) Ltd 1042 Soi Sukhumvit 66/1, Sukhumvit Road Bangchak, Bangkok 10260 Tel +66-2 704 3000, Fax +66-2 704 3010 Turkey Tetra Pak AS Buyukdere Caddesi Nurol Plaza No: 71 A Blok Kat: 10, 34398 Maslak-Istanbul Tel +90-212 276 5000, Fax +90-212 285 0025 Ukraine Tetra Pak Ukraine Mezhigirska ul.82, 04080 Kiev 80 Tel +380-44 230 3939, Fax +380-44 230 3949 United Arab Emirates Tetra Pak Gulf Jebel Ali Free Zone, S-10107 South Zone, Dubai Tel +971-4 8811222, Fax +971-4 8811809 United Kingdom Tetra Pak Ltd Bedwell Rd., Cross Lanes, Wrexham LL13 0UT Tel +44-870 442 6000, Fax +44-870 442 6001 Tetra Pak Processing UK Ltd Swan House, Peregrine Business Park Gomm Road, High Wycombe HP13 7DL Tel +44 870 442 6400, Fax +44 870 442 6401 USA Tetra Pak Inc 101 Corporate Woods Parkway, Vernon Hills, IL 60061 Tel +1-847 955 6000, Fax +1-847 955 6500 Venezuela Tetra Pak C.A. Ave Francisco de Miranda Edif Torre KPMG piso 7, Chacao Caracas 1060 Tel +58-212 277 71 00, Fax +58-212 266 6838 West Africa Tetra Pak West Africa Ltd 8, Secretariat Road, Coker Village Alausa Ikeja, Lagos, Nigeria Tel +234-1 774 6727, Fax +234-1 269 4782 Vietnam Tetra Pak Vietnam 235 Dong Khoi Str Metropolitan Bldg 14th fl District 1, Ho Chi Minh City Tel +84- 8 3825 71 00 Fax +84-8 3825 7101

98 Tetra Pak 2010

2010. Tetra Pak International, Lund, Sweden. Code 6698 en, 2010-06. Tetra Pak, ,PROTECTS WHATS GOOD, Tetra Brik, Tetra Classic, Tetra Fino, Tetra Gemina, Tetra Prisma, Tetra Recart, Tetra Rex, Tetra Top, Tetra Wedge, Tetra PlantMaster, Tetra Alex, Tetra Centri, Tetra Lactenso, Tetra Tebel Casomatic, Tetra Therm, Tetra Vertenso and Tetra Vertico are some of the trademarks belonging to the Tetra Pak Group. www.tetrapak.com