Tetra Pak 2017 Index – The Connected Consumer

Food packaging and processing company Tetrapak has announced the publication of its report, Tetra Pak Index 2017- The Connected Consumer in collaboration with General Assembly.

The 10th edition of the report is based on 70,000 participant samples from 57 global markets. It explores how connected consumers interact with food and drink products in today’s digital world.

Alexandre Carvalho, director marketing services at Tetra Pak, defines “connected consumers” as 40% of the global population that have access to the internet – 4.6 billion people.

According to the report, drink sales online are up by 38% since 2015, with 58% of connected consumers now engaging with brands online. The report goes on to state that the average global connected consumer spends 4.4 hours online every day, with 62% claiming that they trust social media over advertising.

The publication identifies the different types of connected consumer profiles: the observers, the functionals and the connectors. At the top of the digital usage chain are the super leaders. According to the publication, when engaged, these influencers (who represent 7% of the online population) can become key brand advocates to spread messages, shape opinions and help build trust in products.

Carvalho says, “Using new ways to reach the connected consumers is especially important when you think of Generation Z and others who are becoming an important consumer group.

“They have been brought up in a digital world, and expect brands to communicate in a similar way. The age of passive, one-way communication is over. Brands need to adjust their communications and use more channel-specific, smart, authentic and engaging content if they are to seize the opportunities in this new world.

In addition, the report demonstrates that packaging has an important role to play in offering a gateway to greater consumer engagement.

For example, digital codes printed on packages can improve transparency of traceability, allowing consumers to access information about the product right down to the source. The package can also be transformed into a platform for two-way information flow where brands can capture specific, valuable data about their consumers as well as share more information about the product itself.

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