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1、PACKAGING UP MILLENNIAL SUCCESSMillennials are the largest and most influential generation of consumers yet.Theyre young,aspirational and demanding;and they spend approximately$600 billion annually1.Theyre coveted by major brands and represent a significant and disruptive force for the global food a
2、nd beverage industry.But who are the Millennials and what makes them so disruptive?Tetra Pak examines this question,identifying the needs that characterize this group of consumers and in turn demonstrates how brands can optimize their products and packaging to meet these needs.INTRODUCTIONMillennial
3、s are one of the largest generations of consumers who are about to hit their prime spending years.MEET THE MILLENNIALSRecent research from Goldman Sachs,suggests that,“Millennials are poised to reshape the economy;their unique experiences will change the ways we buy and sell,forcing companies to exa
4、mine how they do business for decades to come2.”At Tetra Pak,we believe this generation of consumers are characterized by six underlying needs,which can be targeted through both product formulation and packaging when wanting to attract their attention.Definitions of Millennials vary,but it is typica
5、lly accepted that the term refers to a category of consumers born between 1980 and 2000,and for the purpose of this whitepaper,Tetra Pak defines Millennials as consumers aged between 20 and 35 today.As the first generation to have grown up with the internet and digital technology,Millennials are a u
6、nique generation,who have only ever known a truly globalised world.That said,it is also the generation that bore the brunt of the financial crisis in 2008.It is the combination of these two factors that have driven the development of their underlying needs.Today,many Millennials find themselves at t
7、he point of major life changes including transitions towards long term relationships,marriage and potentially children.However,the cloud of 2008 remains present,with the challenge of employment and income forcing many to push back the notion of“settling down”.Despite being a decade years on from the
8、 global financial crisis,the position of the economy remains the key issue for many Millennial consumers.Yet many remain individually optimistic with a number citing a successful career,a good home,and making their parents proud as major goals3.It is these experiences,opinions and outlooks that shap
9、e Tetra Paks“six needs”that we believe brands should target when marketing to this generation.COMING OF AGE Global Millennials are the first globalised generation to have grown up in a world where technology makes 2,000 miles as close as two.This has elevated the outlook and network of influencers t
10、hat Millennials have to a truly global scale.More than half have friends that live abroad and 20%have spent time studying or working overseas4.Self expression Millennials use consumption as a means of expressing themselves.They look to differentiate themselves by accessorising and showing their pers
11、onal style while adhering to traditional norms and apparel.8 For example,19%of US Millennials are interested in personalised packaging for beverages,which is creating a trend towards customisation and enabling brands to build relationships and drive loyalty.9 Demand for convenienceThis is a generati
12、on characterized by impulse whether its planning meal and food purchases on a day by day basis or deciding to treat themselves to a special purchase,Millennials are interested in convenience.They look for food and drink options that are easy,simple to deal with and fit into ever busier lives.As a re
13、sult,41%of Millennials are prepared to pay more for products that make their lives easier.11 43%of millennials would choose packaging that allows food to be eaten on-the-go,over another product 12.They are therefore demanding different product sizes,to suit different occasions,including individual p
14、ortion options for on-the-go consumption.Focus on natural productsMillennials are savvy shoppers,who are able to navigate the balance between price and value.Theyre interested in a healthy and more environmentally friendly lifestyle,with 53%of Millennials reporting that they would like to do more fo
15、r the environment but that they dont know how.13 Millennials prioritise organic and vegetarian food,over other age brackets,and are more likely to choose a product if the packaging conveys a natural look14.Across Europe,Millennials predominately agree that it is worth paying more for organic milk.Hu
16、ngry for experiencesMillennials are often regarded as more adventurous,compared to older generations,always on the lookout for new products and services,searching for novelty and fun even in everyday products.For instance,65%of Millennials in the USA said they are interested in trying everything fro
17、m opera to rock-climbing compared to just 39%of other generations.10 Millennials have a greater interest in travel,which often translates itself into adventurous eating habits,demonstrating how they want to buy an experience rather than a product.Connected Millennials are the first digitally native
18、generation.They are more connected and more reliant on digital technology than any other generation and the majority dont remember a time before mobile internet.Today,more than 84%of Millennials own a smart phone5 and report checking in for updates more than 40 times daily6.As a result,they expect b
19、rands to be just as connected.Millennials are the most likely generation to use QR codes.25%of millennials scan codes on packaging with a mobile device to gather information about the product7.THE SIX MILLENNIAL NEEDSMillennial consumers are foodies.They spend a lot of time shopping for food and nea
20、rly 58%claim to cook for fun at least once a week15,highlighting the need for impulsive and convenient shopping opportunities.Food is all about the experience and the opportunities it provides for socialising.83%of this generation in the USA share meals as a way to socialise and a further 75%like to
21、 try adventurous food16.More so than any other age group,Millennials are passionate about cooking,and are particularly keen on experimenting with new and different ingredients and flavours.They are increasingly reliant on technologies such as mobiles and tablets to research and buy their groceries.U
22、NDERSTANDING MILLENNIAL FOOD AND BEVERAGE CONSUMPTION HABITS51%of Millennials actively avoid fast food1919%of Millennials in US avoid foods in packaging that cannot be recycled21Healthy eating:an important factor Although Millennials recognise there is a place for indulging,they are predominantly he
23、alth conscious,with more than half(51%)17 actively avoiding fast food and 63%using food and drink as a way to improve their health18.They are conscious of the need to focus on specific ingredients and are most concerned with vitamin deficiency,E-numbers in products and not being able to eat regular
24、meals due to their lack of time.Focus on natural products For Millennials,packaging plays a key role in communicating a natural look and feel of a product.49%of Millennials agree that packaging with a homemade feel,such as handwritten labels,gives the impression of a more natural product20.On the go
25、 and out of home consumption is a way of life for the Millennial consumer and theyre more likely to have a meal out or eat on the move than any other generational group.Young people have less fixed eating routines,opting to regularly skip key meals such as breakfast.As mentioned,43%of millennials wo
26、uld choose packaging that allows food to be eaten on-the-go,over another product22.This is creating a real opportunity for brands as they seek to launch new products that make everyday consumption more convenient look no further than the growing phenomenon of breakfast shakes as a good example of ho
27、w breakfast has been revolutionised by making it portable and on the go.Instant products therefore continue to gain ground in the food market,rising to more than 17%of all food launches23.Consumers expect products to provide flexibility,and improved convenience to fit in with their on-the-go lifesty
28、les.Some of the packaging features and options that consumers are demanding include:FLEXIBLE EATING ROUTINES Easy to hold and grip Different sizes for different occasions,including individual portion options Robust Releasable Easy to open Easy to carry in a bagHOW ARE BRANDS RESPONDING TO MILLENNIAL
29、 CONSUMPTION PATTERNS?The trend is to respond through innovation and differentiation,with a focus on addressing different product solutions for different occasions.Coffee,especially iced coffee as a category,is a beneficiary of the Millennial need for convenience.Jimmys Coffee in the UK has cornered
30、 a profitable market for on the go consumption,whilst in Pakistan Nescafe Cold Coffee has successfully positioned itself as a trendy alternative for cooling off in the hot summer and as a treat for the evening meal during Ramadan.Tapping into the demands of health conscious consumers,Flo Drinks flav
31、oured water is a popular drink free from sugar,sweeteners and preservatives,that caters to this increasing life-style trend.The octagonal shape of the Tetra Prisma Aseptic 500ml with StreamCap,in which Flo is packaged,gives the product a striking look that draws consumer attention,making this portio
32、n size pack stand out on the shelf.Another key trend is personalisation,which is a factor that prompts Millennials to buy a new food product.In the US,19%of US Millennials are interested in personalised packaging for beverages24.These trends are creating new opportunities for brands to launch intere
33、sting new takes on conventional products that meet Millennial desires,tapping into the need for engaging and more convenient options.For packages designed to be used outside of the home,convenience is a key factor when Millennials make a product choice.This generation expects both portability,and an
34、 easy drinking experience,along with resealability from product packaging:Millennials look for convenient portion packages,to be carried with them and easily used on the go They are used to drinking directly from the package,so“easy to drink from”is a key package requirement for them Across the majo
35、rity of global markets,a package that provides a resealable cap over a straw is very much in demand,particularly for larger cartons80%of Millennials also agreed that packaging plays an important role in the purchasing decision of retail grocery products26PACKAGING UP PORTION-SIZED SUCCESSMillennial
36、consumers look for five key attributes when picking a single portioned package off the shelf;how the package looks,how easy it is to hold and carry,how easy it is to drink from,whether it can be resealed and how environmentally-friendly it is.Packaging is particularly important for Millennials,with
37、85%of millennials considering the packaging material to be a key part of the product and brand experience,compared to 71%of Non-Millennials25.Finally,Millennials globally are choosing eco-friendly products and are willing to pay for them.They actively seek out information about a products sustainabi
38、lity credentials and expect brands to help them consume smarter,with less packaging,less waste and more recycling.BECOMING THE PRODUCT OF CHOICE FOR MILLENNIAL CONSUMERSThe best products are those that help satisfy consumer needs.As we have outlined,Millennial consumers have a range of interesting a
39、nd dynamic needs,spanning everything from the experience a product can provide to how it can support engagement in an ever more globalised world.This is particularly evident in the food and drink sector where a shift in consumer attitudes,most apparent in Millennials,has driven brands to develop mor
40、e mobile solutions that can be consumed on the go.A great example of this is breakfast drinks,which have reinvented an entire category,driving growth across multiple markets.Finally,the package itself cannot be neglected.Millennials demand packages that are good looking,easy to use and suited to the
41、ir lifestyle.Getting these factors right is pivotal to achieving success with a product marketed at this generation.Millennials are increasingly using QR codes with their mobile devices,to gather information about productsSmart packaging is driving consumer engagement,promoting alternate relationshi
42、p building opportunities with the consumer to build confidence,trust and encourage repeat purchase intent.Some of the smart packaging activations include:Product information gathered through unique QR codes Promotional offers available to the customers based on real-time consumer data Fun learning a
43、ctivities available to consumer to engage directly with consumerSTAYING CONNECTED TO THE CONSUMER:1.http:/ Future,“Global Youth 2013”,on-line survey conducted in 11 countries,Sweden,China,Australia,Brazil,India,Russia,South Africa,Spain,Turkey,UK,US.Target age group 16-293.Kairos Future,“Global Yout
44、h 2013”,on-line survey conducted in 11 countries,Sweden,China,Australia,Brazil,India,Russia,South Africa,Spain,Turkey,UK,US.Target age group 16-294.Roper Reports Worldwide 2014(core 20 countries)5.Understanding How Millennials View Food&Nutrition,UK&USA,BuzzBack Webinar,20156.Mintel Attitudes toward
45、 healthy foods(2012)7.Mintel-Global packaging trends,20178.Tetra Pak Research“Millennialsin the US and GCC”run by MarketVision,2016;DigitalMarketingMagazine,2016;Deloitte,2015(https:/ 201210.Roper Reports Worldwide 2014(core 20 countries)11.Roper Reports Worldwide 2013(mixed-mode,core 25 countries)1
46、2.Mintel,Food packaging trends(US)-2016 13.Roper Reports Worldwide 2014(core 20 countries)14.Understanding How Millennials View Food&Nutrition,BuzzBack Webinar,201515.Mintel,Food packaging trends(US)201616.Roper Reports Worldwide 2013(mixed-mode,core 25 countries)17.Datamonitor Consumer Survey 20141
47、8.Eating&Drinking Study,Nordics(2011)19.Datamonitor Consumer Survey 201420.Sustainable Packaging Trends for 2015:All About Millennials;Mintel,Food packaging trends (US)-2016 21.Sustainable Packaging Trends for 2015:All About Millennials;Mintel,Food packaging trends (US)-2016 22.Mintel,Food packaging trends(US)-2016 23.Mintel,Food packaging trends(US)201624.Adapting to Millennials and the age of innovation:EMEA,Mintel-2016;Mintel-Global packaging trends,201725.Mintel-Global packaging trends,201726.Mintel-Global packaging trends,2017REFERENCES