Page 13 - Packaging News Magazine Jan-Feb 2019

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January-February 2019 www.packagingnews.com.au INDUSTRY INSIGHT
the capability to scan QR codes, for instance; brand owners may benefit if they can print a code on the packaging to pro- vide some interaction. They could take the consumer to the story of their product, where it came from, how it was produced, who the people were that were involved, all creating a greater connection between the brand and the consumer.”
Costin cites an interactive packaging project in China, which involved taking the consumer on a provenance journey – via a code scanned into the smartphone – from the store to the cow in the paddock that had produced the milk.
“To sum up, the three key packaging fac- tors we can see with online F&B product purchasing are distribution, protection and enhancement.”
CONSUMER TAKE-UP
The Index also researched what Costin calls the stages of consumer growth.
“The online journey is different to the physical one, and online shopping is grow- ing fast, on average by 30 per cent a year. Consumers typically start by purchasing stock non-perishable products online, and then move to perishables when they are comfortable with the process,” she says.
Moments of Truth: Tetra Pak Index 2018.
The three key packaging factors we can see with online F&B product purchasing are distribution, protection and enhancement.”
– Libby Costin, VP marketing Asia Pacific, Tetra Pak
“Take-up will be different across different countries but all markets are growing. For ex- ample, it is easier to realise online food and beverage purchasing in Seoul, with its high density living, than in regional Australia, with its low density towns. However, even areas that may not at first seem receptive to online F&B retail may well be in the future; for instance, drones could very well come into play for product distribution.”
One of the big areas that Costin sees as ripe for exploitation on packaging for F&B products purchased online is personalisa- tion. She says, “You only have to look at
the success of the Coca-Cola Share a Coke campaign, and other similar campaigns, to see that personalising the product creates a high level of engagement.”
Costin suggests it may take the form of printing personal information such as the purchaser’s name on the package at some point prior to delivery, or it may come through a personalised code that can sim- ilarly be printed onto the package, which provides a personal interaction.
In terms of packaging material, the Tetra Pak Index makes clear that environmental concerns are also strong. Use of excess sec- ondary packaging and plastics are key is- sues, with consumers expecting brands to turn away from plastic-based packaging. Recyclability is also increasingly impor- tant for consumers and e-retailers alike.
“Lightweight, logistically efficient carton packaging has a valuable role to play, both in reducing cost and carbon footprint, and this is being used as a differ- entiator by some brands and e-retailers,” Costin says. E-retailers surveyed by Tetra Pak report that space-efficient packaging can reduce transport volume by 30 to 50 per cent. It also appeals to urban consum- ers in small homes with limited storage. ■
The 11th Tetra Pak Index provides insight into a world of opportunity. It is available to download from the Tetra Pak website.