MANILA – As the world of connected consumers grows, brands face a more challenging, complex environment today, according to the Tetra Pak Index 2017, an annual study produced by Tetra Pak to provide insights into the global trends and opportunities shaping the future of the food and beverage industry. This year, the Index looks at the evolving behaviour of consumers, specifically ‘The Connected Consumer’ who are constantly connected and looking for authentic and engaging content from brands.
This 10th edition of the Tetra Pak Index explores the world of digital and online consumers, and how they are connecting with food and drink brands. It was presented to food and beverage companies from the Philippines, Malaysia, Indonesia and Thailand during the Tetra Pak Innovation Seminar which was held at the New World Hotel, Makati City. Recognising the growing potential of Millennial consumers, the Seminar with its theme, ‘Unpacking the Millennial Mindset’ brings experts from Tetra Pak and across the industry to share tips and insights on how brands can tap into the Millennial market. Known to be digitally savvy, Millennials are also connected consumers who are defined as doing more online, impacting their expectations of brands.
Effectively reaching and engaging with this growing consumer group are critical. This means that understanding the rapid digital growth rates and having a strong presence online will help brands to talk easily and reach out directly to their consumers.
“We are a B2B company but we would like to add value to our brand owners by way of imparting things that we see from other markets because we have access to 165 markets, things we research on (like the Tetra Pak Index). We want to impart that to our customers to drive the business and reach that potential,” says John Jose, Marketing Director, Tetra Pak Malaysia, Singapore, and Philippines.
Here are some insights from the 2017 Tetra Pak Index.
Mobile is King
The online world is increasingly mobile-centric. In the Philippines where 58% of the total population access the Internet, and 46% browsing the web through their mobile device, greater connectivity and proliferation of online platforms can be a leverage for the brand.1 A mobile-centric society is inevitably crafted to keep pace for on-the-go consumers.
The Index reveals that there are 3.6 billion connected consumers in the world, and 75% of the connected consumers read reviews from other consumers on packaged F&B products.2 As this vast set is generally online and on mobile, who post and share their opinions on a brand, understanding this fast-paced mobile movement gives brands the opportunity to create or deepen their brand-and-consumer interaction.
The Super Leaders as your brand ally
The connected consumers we know today are constantly looking for authentic and engaging content from brands. Their consumer journey has become more complex with the availability of multiple touchpoints that provide product information. Giving brands further pressure to become relevant in a information-saturated world.
In a virtual world, where connected consumers look to ‘real people’ for information, brands should harness the influential power of Super Leaders, who are the most active and influential connected consumers globally. Engaging with these consumers will enable brands to reach and influence the mass connected consumer.
Packaging matters in preference
What makes connected consumers distinct is that their product of preference in food and beverage are heavily influenced by what they see, read, hear, and engage with online. As the challenge to win preference becomes stiffer, brands are expected to provide more personalized experiences. Unique digital packages, AR and custom printing provide new opportunities for brands to engage and deepen relationships – and, crucially, to connect directly with them.
“With the rapid increase of connectivity through devices that carry multiple digital platforms and the rise of Millennials and Generation Z as the next set of power-spenders, brands need to understand the attitude and behaviour of these Connected Consumers in purchasing a product and create a seamless brand experience that translates well both online and offline, says Jose.
Jose further emphasises the role of packaging in terms of branding and marketing communications. In today’s highly digital and social world, brands no longer have full control of their communications as consumers have more access to the media space. “If there’s one thing that the brand owner can still fully own and control, that would be the packaging,” he stresses.
Packaging can also be a way to engage millennial consumers as VR, AR, and other immersive technologies may be integrated into the product through its packaging.
To download Tetra Pak Index 2017, go to http://www.tetrapak.com/about/tetra-pak-index