SUBSCRIBE

Breaking News on Dairy Processing & Markets

Read more breaking news

 

 

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

By Ben Bouckley+

02-Dec-2014
Last updated on 02-Dec-2014 at 17:12 GMT2014-12-02T17:12:55Z

Tetra Pak consumers in the 1960s. A lot has changed since then, and the firm's focus now more than ever is on better understanding of shopper and consumer psychology, to inform the packaging design process (Photo:Tetra Pak)
Tetra Pak consumers in the 1960s. A lot has changed since then, and the firm's focus now more than ever is on better understanding of shopper and consumer psychology, to inform the packaging design process (Photo:Tetra Pak)
Loading the player...

Tetra Pak is a B2B company but it invests above the curve in shopper and consumer insights, and Michela Vallalta, the company’s director of consumer intelligence, tells BeverageDaily.com why.

“When we talk about our categories, milk and juice – often the shopper is on automatic pilot,” she says, in this podcast recorded at Tetra Pak’s R&D facility in Modena last week.

“If you ask the consumers what they’ve done at the supermarket in a separate interview, sometimes it’s very difficult for the shopper to say exactly what they’ve done, why they’ve chosen something and how they’ve behaved,” Vallalta adds.

“So the best way is what we call ‘shopper insights’ – accompanying the shopper to the shelf, and seeing exactly how they behave. It’s a big investment…it’s very tricky sometimes, but it’s one of the methodologies we use.”

“When you ask the consumers what they’ve done at the supermarket on a separate interview, sometimes it’s very difficult for the shopper to say exactly what they’ve done, why they’ve chosen something and how they’ve behaved,” (Michela Vallalta, director of consumer intelligence, Tetra Pak)

In this exclusive recording, Michela Vallalta also tells Ben Bouckley how Tetra Pak comes up with its ‘mega trends’ that feed into carton development: urbanization, on-the-go convenience and aging populations, to name but three.

“Every year we collect and update a big set of data coming from different sources into our trends, and we start this process around December/January that is called trend assessment,” she says.

Then we feed this together with our information from competitor intelligence, category analysis…into what we call our strategy cycle. That’s where we put everything and come up with the key directions that the company can follow,” Vallalta adds.

“That might be, for example, ‘We need to focus on portion pack on-the-go, because the industry and consumers are going this way’,” she says.

“These are cascaded by the strategy council into the development organization, into the product management, into the market companies locally. So we all try to follow the same kind of patterns.”

Other discussion topics include:

  • The work of Tetra Pak’s Front-End Innovation team
  • The environment and the rise of the ‘informed consumer’
  • Why it is vital for Tetra Pak to 'speak the same language' as its customers

Related products

Related suppliers

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Jason Tetro

Researcher, author, The Germ Guy

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Functional fancy…Tetra Pak US CEO targets high-value beverage growth

Functional fancy…Tetra Pak US CEO targets high-value beverage growth

Tetra Pak’s new CEO and president for USA and Canada tells BeverageDaily.com that the...

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

Rise in demand for products with added proteins: expert

‘Weekend warriors’ drive added protein demand

Weekend fitness fanatics are driving the demand for more mainstream food and drink products,...

Agropur reshapes US business to streamline customer experience

Agropur reshapes US ingredients business to streamline customer experience

Agropur Ingredients has streamlined its US business by dividing it into three sectors: nutrition...

Land O’ Lakes Ingredients debuts clean-label, organic cheese powders

Land O’ Lakes Ingredients launches clean-label, organic cheese powders aimed at popcorn consumption

To respond to consumer demand for natural dairy ingredients free from food coloring and...

Glanbia Nutritionals introducing new dairy products at IFT17

Glanbia Nutritionals introducing new dairy products at IFT17

Glanbia Nutritionals, a global nutrition and formulation company, is showcasing new ingredients at IFT17...

DuPont launches stabilizer for plant-based beverages

DuPont launches stabilizer for plant-based beverages

DuPont Nutrition & Health (DuPont) has launched a new ingredient in its Danisco range...

Peptan collagen peptide has dairy product options

Peptan collagen peptide has dairy product options

Collagen peptides are finding their way into more and more dairy products, as they...

FrieslandCampina focuses on sports nutrition rich in proteins

FrieslandCampina focuses on active people with sports nutrition rich in proteins

FrieslandCampina has introduced its own protein-rich sports nutrition range under the Vifit Sport brand.

Treofanphthalate-free packaging and mineral oil barriers

Treofan turns to phthalate-free packaging films and mineral oil barriers

Jürgen Schischko

Technical service director, Treofan

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

Mettler-Toledo Safeline metal detection systems

Mettler-Toledo Safeline debuts four enhancements on its metal detection systems

Mettler-Toledo introduced four enhancements on its Safeline metal detection systems at Interpack.

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...