Tetra Pak Index 2018: Packaging plays a key role

According to the latest Tetra Pak Index 2018, smart packaging technologies based on digital codes will drive the development of both online and offline grocery shopping in the coming years.

The increase in online grocery shopping on the one hand and the direct contact with the consumer that can be established in-store via the packaging using a smartphone on the other are having an impact on the current role of packaging. According to the company, it will play an important role in the future in response to the trends that characterise the growth of the online food industry.

„The rise of online grocery is a huge opportunity for food and drink brands, and the Packaging plays a key role here. Smart packaging in particular contributes to greater transparency and efficiency in the supply chain, while at the same time enabling Direct, interactive relationship with the consumer. We believe that this rapidly evolving technology, which we have been trialling since 2016 and will now deploy in Europe, can help our customers to break new ground and drive growth in the coming years,“ explains Alexandre Carvalho, Director Global Marketing Services at Tetra Pak.

Growing online grocery shopping

The Tetra Pak Index 2018 shows the four key trends driving the growth of online grocery.

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Convenience: The main driver for the global increase in online business as stressed consumers look for new ways to make their lives easier. Easy product fulfilment, participation and practical packaging promise the most potential here.

Environmental friendliness: Criticism of plastic products and awareness of a circular economy will grow and recycling will become even more important. Consumers want to know whether brands are „doing the right thing“.

Personalisation & uniqueness: The individualisation of products and personalisation on the way to the consumer will be important differentiators in the future. This is accelerating the direct-to-customer trend. It is expected that up to 80 % of consumer goods companies will adopt this model by 2025.

Technology & Performance: Super-fast delivery in under 10 minutes is expected by 2025. This will change purchasing behaviour: More frequent purchases, but in smaller quantities. New technologies such as radio-frequency identification (RFID) and robotics will change the traditional supply chain and promote efficiency and transparency.

Smart Packaging

With smart packaging technologies such as digitally printed codes, each product packaging is given a unique identifier that can be read by special devices or smartphones. This allows companies to establish an interactive channel with individual consumers, which makes it possible to Real time with consumers and exchange information about nutritional information and promotions, for example. At the same time, brands can use these digital codes to Continuously improve the shopping experience and even more individualised for the consumer.

E-retailers are also demanding unique identifiers that are compatible with the robotic technology used in their warehouse and distribution, as these are seen as key to success in e-commerce. Data and full traceability help them to manage complex logistics and increase efficiency by being aware of the Order processing in real time approach.

[infotext icon]The Tetra Pak Index 2018 is based on consumer research in the US, UK, China, Saudi Arabia and Korea, a global market segmentation study and interviews with e-retailers in the US, Europe and China[/infotext].