Convenience has become king in nearly all food and beverage sectors, with single-serve and portion packages a common offering from major brand owners. Paula Wilson from Tetra Pak Oceania explains the company’s approach to portion control products.
Tetra’s Aseptic 330ml drink cartons with DreamCap: Convenience has merged
with aesthetics as Tetra-Pak eyes opportunities in the on-the-go beverages market.
Lifestyle factors have a major impact on how and when people consume food and beverages, and the food and beverage industry needs to deliver products that meet the changing demands of modern consumer lifestyles.
In developed countries, the key demand is convenience. In the last three years, the demand for convenient eating options has risen 40 per cent, and the habit to “sip a drink while walking” has become almost as popular, with 35 per cent of people saying they engaged in this behaviour.
In Australia, the growth of single-serve or on-the-go packages is a major opportunity for beverage brand owners as they deal with increasing price pressures, commoditisation and the impact of two consecutive poor summers.
“Consumers are becoming time poor, and they find the offer of single-serve, or on-the-go packages, very appealing,” the marketing manager beverages for Tetra Pak Oceania, Stacy Anton, says.
To cater for this demand, Tetra Pak has developed new single-serve carton formats – Tetra Prisma Aseptic and a ‘single shot’ version of its Tetra Brik Aseptic Edge – targeted at on-the-go consumption, and has undertaken research to examine consumer preferences, needs and attitudes. This is in line with Tetra Pak’s commitment to invest around four per cent of annual sales in research and development, Anton says.
“In light of global trends, new pack designs are aimed at improving functionality for consumers, creating differentiation for brand owners, and increasing the variety of drinks available on supermarket shelves,” she says.
“Alongside convenience, consumers value products that meet their
health needs and lower their environmental footprint.
“Brands that are able to cater to these trends will see their products become more appealing in the marketplace.”
Another area of growth for “on-the-go” drinks is the health drinks market, she says. “A growing demand for healthy products has been met by daily dose drinks, energy boosters and probiotics, a market which is expected to expand by four per cent globally between 2011 and 2014,” Anton says.
“In the juice category, 100 per cent juices are seen as a relatively healthier option than juice-based drinks, as are premium juice products that are fortified with extra vitamins.”
A research approach to inform new product development means that the convenience, health, and environment considerations of today’s consumers can be met through informed and innovative product design.
