THE TETRA PAK INDEX

IN COLLABORATION WITH GENERAL ASSEMBLY

ISSUE 10 / 2017

INSIGHTS & OPPORTUNITIES

THE CONNECTED
CONSUMER

THOUGHTS
FROM DENNIS
In today’s fast-moving, information-
saturated and technology-immersed world,
communication and marketing are becoming
ever more challenging. We are facing a
world of connected consumers; a virtual
community where every voice can exert
an influence. Building trust is increasingly
difficult. The credibility of institutions is being
questioned. Belief in the traditional media is
at an all-time low. It’s “someone like you and
me” that they now listen to.
This points us to a new group of influencers
among the connected consumers: the
“Super Leaders”.
These are people who don’t fit easily into a
demographic group. They come from various
age groups, educational backgrounds and
income levels. The one thing they have in
common is that they are the most active and
social of all the connected consumers. Their
comments, shared via social media, blogs,
forums and independent review sites, have
a key role to play in today’s customer journey.
They are, literally, a new breed of the key
opinion leaders that brands have long looked
to in their marketing activities.
foreword_02
Another challenge in the world of connected Digital technology is changing the way we
consumers is that the customer journey is live and work, and the way we communicate,
shifting. It’s evolving from a relatively linear both between ourselves and with consumers.
process to a complex jigsaw puzzle. This is just the start of an exciting journey,
Regardless of where a purchase is made, and we look forward to exploring this brave
online or in a store, connected consumers new world with our customers.
search for product information before, during
and after buying, and look at multiple
information sources – many of which are DENNIS JÖNSSON
beyond the control of brands. PRESIDENT & CEO, TETRA PAK GROUP
In so many ways, the product itself now
needs to become a vehicle for direct
communication, which means packaging
has a key role to play.
Technology has opened up a vast range
of possibilities. For example, every single
carton can now carry a unique code that
can be the key to personalised consumer
engagement and two-way communication.
It can also offer total traceability, allowing
consumers to access information across all
stages of the making of the product.
 contents_03

CONTENTS

GLOBAL A NEW REDEFINING THE

OVERVIEW FRAMEWORK CUSTOMER JOURNEY
05 A world of consumer commentary 09 Online segmentation 14 Consistency is crucial
06 Mobile is king 10 Super Leaders: the new opinion leaders 15 From push to pull
07 Trust, tone & influence 11 Where & how to engage 16 In-store still pivotal
17 Rise of e-commerce
18 Packaging matters

20 Becoming a digital-savvy organisation

21 Summary
22 Research & references

CASE STUDIES 06_Granarolo / 07_Ninho_Tetra Pak India / 09_Juhayna / 10_Hi-C / 11_Dimes / 14_Safio / 16_Mengniu / 18_Tropika_GoodBelly / 19_Pinar Kido
 global overview_04

GLOBAL
OVERVIEW / 01
As consumers everywhere do ever more online, so their
expectations of brands are rapidly evolving. The digital
world is an autonomous, self-governed, highly democratic
community where every voice can be influential. Brands
need to understand how to initiate, join and help shape
connected conversations in order to thrive.

01a. A world of consumer commentary
Consumers are rapidly moving away from
traditional media to online, attracted by its
greater choice, convenience, timeliness and
often lower (or no) cost:
• Digital now accounts for 65% of media time
for the average global consumer, and 72%
for the most active users.
• 65% of connected consumers and 87% of
heavy users read online articles every week.
User-generated content is increasingly
influential and popular, particularly among
young adults as they look to their peers (and
celebrities) rather than traditional sources for
entertainment and information:
• Around a third of connected consumers
aged between 25 and 44 say that most of the
content they watch is produced by users or
celebrities, rising to 40% for 16-24 year olds.
• 37% of connected consumers and 67% of
heavy users visit blogs and forums weekly.
Marketing influences by channel
Rated very/extremely influential6
Friend/family recommendation 62%
Independent customer review 50%
Loyalty rewards programme 50%
TV commercial 46%
Friends’ social media posts 42%
In-store advertising 40%
Print 37%
Social media post from brand 36%
Social media advertising 35%
Even the most prestigious media sites today
have user comments sections, turning them
into de facto forums and breeding grounds
for opinions. As Douglas Coupland, the writer
who popularised the term Generation X, put
it in a column in the Financial Times recently:
“Agree? Disagree? Go to the comments
section right now – it’s 2017!”1
Social media spreads and amplifies opinions:
one comment can reach millions of people
around the world in a few hours – impossible
via traditional media:
• Social media is now used weekly by 71%
of average connected consumers and 88%
of heavy users.
• Peer feedback is vital to purchasing
decisions: independent customer reviews
are the second most important marketing
influence, after a recommendation from a
family member or friend.2
Outdoor 34%
Commercial before/during/after internet video 31%
Internet advertising (PC) 31%
Radio 30%
Location-specific ads on mobile 30%
Internet advertising (mobile) 29%
Celebrity endorsement 29%
Direct mail 28%
Mobile text advertising 28%
INSIGHTS & LEARNINGS
Brands are learning to engage proactively and
with greater authenticity, and to change the
way they gather customer feedback, enter new
markets, adapt products and converse with
brand advocates and detractors. As a result:
• 80% of millennials now want brands to
entertain them.3
• 70% feel a responsibility to share feedback
with companies after a good or bad
experience.
• Connected consumers globally see social
media as a means of brand interaction, with
48% seeing it as the preferred platform for
expressing an opinion on a brand.
• They also see it as a medium that’s
substantially more believable than
advertising (62% versus 38%).4
• Social media advertising is on the rise: in
the US, for example, spend was $16.3bn
in 2016, up 50% on 2015.5
“What really matters is an ROI-driven
marketing strategy. I don’t mean
return on investment, I mean return on
interactions: creating content that’s not
only meaningful, but engaging.”
Connor Blakley, YouthLogic
global overview_05
“Food and beverage companies need to think
differently about connected consumers,”
says David Berkowitz of Sysomos. “They
now have the opportunity of ongoing, direct
relationships with their customers and target
audiences. In the past, they had to rely heavily
on media outlets and retailers, paying for
time (such as TV buys) or space (such as on
a prominent part of the shelf). Now, they
can build up their own audiences to engage
consumers wherever they are.
“This in turn allows them to receive feedback
every step of the way, from testing product and
packaging ideas to getting instant opinions on
new products as soon as they hit the market.
“Moreover, many consumers want to be very
engaged, and they welcome more information
with richer detail on where products come
from, how they are made, their ingredients,
their healthiness, how they are packaged,
and where they can be found. When products
resonate with them, connected consumers
are very open to spreading the word: they will
share photos and videos privately and publicly,
both of the product and its packaging.”
“Social media represents the digital
reflection of what humans do: we
connect and share.”
Jeremiah Owyang, Crowd Companies
 global overview_06

01b. Mobile is king
Providing “always-on” access and ever greater
functionality, mobile is the main driver of
connectivity today:
• The average global connected consumer
spends 4.4 hours a day online, more than
56% of which is spent on mobile.
• 64% state that they are “constantly
connected” throughout the day.
• Within an hour of waking, up to 93%
of people with mobiles in developing
Not surprisingly, mobile is taking a rapidly
growing share of marketing spend:
• In the US, mobile advertising has shown
a CAGR of 87% over the last five years,
jumping 77% in 2016 alone.
• This accounts for more than half (51%) of
total digital ad spend for the first time.
• “[This reflects] brands’ marketing shift from
‘mobile-first’ to ‘mobile-only’ to keep pace
with today’s on-the-go consumers.”2
INSIGHTS & LEARNINGS
In the developing world, mobile is helping
markets to catch up rapidly, often skipping the
PC revolution altogether, thanks to cheaper
phones, better infrastructure and the growth
of social media and e-commerce companies.
The combination of constant connectivity and
social media offers brands the opportunity to
reach out to consumers in the right way at the
right time. For example, that early morning
spike is clearly a prime time to connect,

@NONNAPAPERINA
markets and 78% in developed markets as breakfast, either at home or on the go,
look at their phone.1 continues to be the leading consumption
occasion for dairy and juice (see Granarolo
case study, right).
Granarolo
in Italy
Brands should look to other geographies for built a
insight into potential future trends. A prime campaign around the
example is China, where more people reach “social breakfast”,
the internet via their mobiles than in the US, celebrating it as an
The world is mobile-centric, and the last remaining Brazil and Indonesia combined.3 occasion for exchanging
PC markets are slowly migrating to mobile experiences. It prepared
breakfast in a tour of
Thanks largely to heavy investment by local 12 cities, inviting food
players, such as Tencent (the parent company bloggers to contribute
Device-centricity Time spent on mobile/tablet versus PC daily
of WeChat), China has become a showcase and share recipes. It
for mobile development; about half of all featured the event
1 | MOBILE ONLY 2 | MULTI-DEVICE MOBILE-CENTRIC 3 | MULTI-DEVICE PC-CENTRIC “live” on its Twitter and
e-commerce here happens on mobiles, for
example, and it also leads the world in the use Facebook page, and
created an Instagram
of mobiles for cashless payment.
hashtag #colazione
congranarolo.
PC share
Mobile & tablet share
Myanmar
Kenya
Cambodia
South Africa
Indonesia
Thailand
Nigeria
Ghana
India
Philippines
Saudi Arabia
Mexico
UAE
Mongolia
China
Vietnam
Egypt
Turkey
Hong Kong
Chile
Malaysia
Sweden
Singapore
Colombia
Israel
Brazil
Ireland
South Korea
New Zealand
Taiwan
Argentina
Luxembourg
Peru
Spain
Switzerland
Norway
UK
Italy
Slovakia
Denmark
Greece
Netherlands
USA
Australia
Hungary
Portugal
Czech Republic
Germany
Poland
Canada
Russia
Finland
Belgium
France
Ukraine
Japan
 global overview_07

01c. Trust, tone & influence • Trust across all institutions among the safety and trust is a INSIGHTS & LEARNINGS
The dairy and juice industries alike are working general population has just seen its biggest huge issue in India, Today’s “trust crisis” impacts on how food and
hard to communicate the scientifically proven decline in years. where 73% of beverage brands communicate and how they
health benefits of dairy and juice products, • Traditional media in particular has suffered consumers say they address negative messaging about dairy, sugar
will only buy from
both to leverage consumer interest in health and is now distrusted in 82% of countries. in juice and/or processed food in general,
companies and
and wellness – far and away the dominant • Mass population now has the authority. “A brands that they which proliferate online and via social media.
trend in food and beverage today – and person like yourself” is now as credible as a trust completely. The
to combat negative messaging. The key technical or academic expert (tied at 60%) campaign features a To take just one recent example, research
challenges here are twofold: and personal experience is more believable mix of education and with more than 2000 adults by the National
than data (51% versus 49%). engagement and is Osteoporosis Society in the UK found that
a great example of peer-
• To cut through the clutter and ensure that • People are four times more likely simply blogs and social media were a major driver of
A digital campaign that to-peer communication,
messages are heard. to ignore information that supports a confronts negative with mother and
“clean eating” diets, which go against science-
• To ensure that those messages are believed. position they don’t believe in, making it beliefs about UHT milk is father bloggers on based nutritional advice. Such diets had been
almost impossible to shift an opinion once being run by Tetra Pak popular parenting sites tried by four in 10 of those aged between 18
While interest in health and wellness is at an all- it becomes entrenched. India. Its goal is to drive “speaking” directly and 24, with more than 20% cutting or severely
time high, trust in traditional sources, such as • Technology makes it much easier for people adoption of UHT milk by to the parenting restricting their dairy intake as a result.1
scientific experts, has fallen. Indeed, according to find others with shared views, creating disproving the myth that community. Meanwhile,
it contains preservatives, a social media
to the 2017 Edelman Trust Barometer – which “echo chambers”. Moreover, thanks Honesty, authenticity, humanity and emotional
explaining how the contest across Twitter,
tracks global levels of trust in business, media, to personalisation, they are less likely protective barrier in Facebook and Instagram connection in communication are therefore
government and NGOs in 28 countries – even to be aware of alternative views. aseptic packaging encourages consumers crucial, both in terms of tone of voice and
institutional trust is “in crisis” today: works, and persuading to share their “selfie” choice of champions. In addition to the
consumers that the with the Tetra Pak vital top-down scientific advice, it’s just as
Tetra Pak logo stands logo, to drive the important to cultivate “real people” as brand
for safety – hence the habit of looking for advocates to foster peer-to-peer conversations
title, Safe For Sure. Food the logo on packs.
– a key role for the Super Leaders we will meet
in the next chapter.

While trust in traditional media is at an all-time

The shown on TV and the
themes of brand site showcase the
honesty, “real people” behind
authenticity and Ninho – from farmer
emotional connection to machinery operator
all feature in the current – telling their stories
campaign by Nestlé for in their own words,
its Ninho milk brand in mixed with interviews
Brazil. Launched last with mothers doing
year, it addresses what the same. The tagline
Nestlé calls a crisis, is: “We make Ninho
both in confidence in with the same care and
its product and in the dedication that you
economy. Five videos would do”. Viewers
are then directed to low, trust in online-only and owned media
the brand’s Facebook
are both on the rise, demonstrating the
site to post their own
stories, which get opportunity for branded content sites and
an instant response. sponsored partnerships with bloggers.
The campaign is still
ongoing so full results
are not yet in, but it’s
clearly highly engaging:
as of 2 May 2017, the
Facebook site had
813,142 likes and
809,932 followers.
 a new framework_08

A NEW
FRAMEWORK / 02
While everyone online has a voice, some speak louder than
others. Understanding how people behave online requires
a new kind of segmentation framework. At the “top of
the tree” are the Super Leaders, the most active and most
social group of all. The earliest of adopters, the influencers
and the trendsetters, they are a vital key to unlocking the
connected mass market, now and in the future.
 a new framework_09

02a. Online segmentation
Online behaviour transcends conventional
demographics, so we need to use a new
kind of consumer segmentation framework
that describes these differences in consumer
INSIGHTS & LEARNINGS
By segmenting connected consumers only
by traditional demographics, it’s easy to
miss important insights into how they gather
information and behave online. That said, age
Online behaviour transcends conventional demographics and it’s
important to use a new kind of consumer segmentation framework
that describes these differences in consumer groups:
Observers: Spend a lot of

HIGH
groups (see right). still matters to the way people connect – but time online, but are less open
it matters less. Younger people remain the to engaging with brands in a
These consumer segmentations can often defy most connected and new trends continue to digital social space.

demographic stereotypes: for example, 76%
of 16-24 year olds are not Leaders, while 50%
of 45-54 year olds are not Functionals.
“We all look to our friends and network,
these people that influence us to broker
our time and interest – whether it’s
for products or ideas. It’s absolutely
critical that brands nurture these
D I G I TA L I N F L U E N C E
be spearheaded by younger generations, but
older generations are closing the gap: Functionals: Spend the least
time online – either through
Observers Leaders/Super Leaders choice, or lack of access. Will
• The 16-24 age group globally spends
often use online where there
4.9 hours a day online (63% on mobile). is a tangible advantage, but
• Time online steadily declines with age to are the slowest to adopt new
3.4 hours for 55-65 year olds, who still trends. The least social of all
spend the most time on a PC (55%). the groups.
• But older generations are rapidly increasing
their time on mobile over PC. Also, social Connectors: Spend a limited
time online, but when they are,

SOURCE: KANTAR
relationships and, in a sense, piggyback media usage climbed 8% among 55-65 year
they are heavily social.
on the trust and audience these olds between 2015 and 2016.
influencers have gained. It’s one to Functionals Connectors Leaders: The most digitally and

LOW
one to many marketing.” socially active. They may not
Joe Fernandez, Klout LOW HIGH spend any more time online
than the Observers, but they
are highly social, creating and
S O C I A L E N G AG E M E N T
sharing content, and engaging
with brands.

Super Leaders: A subset of

the Leader segment. Spread
around the world and
comprising just 7% of the
Juhayna in would generate a sales for a limited period impressions and online population, this is the
Egypt built donation to Baheya would be donated to 1.9 million video views most active and social group
a potently Hospital, which provides Baheya. The campaign on Facebook, reaching of all. Likely to be the earliest of
emotional family-centric free early detection and ran across Facebook, more than 8.6 million adopters, the influencers and
campaign around its treatment for breast YouTube and Instagram, consumers and with the trendsetters.
white milk. Launched for cancer; the other a and was integrated with tangible engagement
Mother’s Day, it invited free round trip from offline channels, notably with nearly 170,000.
consumers to post a campaign partner Uber TV, plus digital PR – Instagram reached
photo of them hugging to take their mum for which saw considerable almost 2.5 million, while
their mum with a choice a check-up. Moreover, take-up. The campaign YouTube delivered more
of two hashtags: one 1.5% of Juhayna milk generated 9.5 million than 233,000 views.
 a new framework_10

“Through social media

I can always be updated
02b. Super Leaders: the new on the latest news that
opinion leaders most interests me.”
Food and beverage brands have long used Super Leader, China
key opinion leaders (KOLs) to influence
demand and promote their products. In the
information-saturated digital world today, “Social media can increase or decrease a
Super Leaders are a new breed of KOL. brand’s reputation overnight. All major
brands embrace social media because
INSIGHTS & LEARNINGS it’s a global outlet to consumers. I had an
Super Leaders are a golden source of brand issue with a dealership, which damaged
advocacy and influence in an age where my car. They wouldn’t fix it, so I took my
consumers are becoming both more vocal and issue to their social media page and Yelp.
“Through social media, I can
more likely to listen to and trust the opinion I received a call the next day and they
seize an opportunity and
of their peers. Super Leaders are cultural promised to mail out a cheque. It’s just
take advantage of discounts on
amplifiers: potent and prolific commentators amazing how powerful social media is.”
the brands I follow.”
who pick up and help disseminate trends. Super Leader, US
Super Leader, Italy
Online for more than six hours a day, they are
well connected and highly vocal.

As early adopters and trendsetters, Super

Leaders are a vital source of market
intelligence. Studying their behaviour today
gives insights into the behaviour of the
mass consumer tomorrow. Listening to and
engaging with them can help brands learn
about emerging trends and needs, and adapt
or develop products accordingly.

“A challenge for brands acquaintances and a Hi-C alongside the official including a designer at
that want to engage private account where recruited movie trailer. Sample Buzzfeed, an editor at
via social media is they show their true, a wide “first taste” kits were Entertainment Weekly
that consumers are less polished selves range of influencers sent to media outlets, and the editor-at-large
moving to more private to their friends. Social and consumers to celebrities, influencers of CBS Entertainment
chat channels, where media offers brands a spread the word about and bloggers to create took to Instagram,
messages are harder tremendous opportunity its re-release of Ecto a buzz around the Twitter and YouTube
to track,” says David to understand their Cooler last year. Pegged launch on social and to post about the
Berkowitz of Sysomos. consumers better – but to the premiere of the digital channels. Sites relaunched drink.
“Even on Instagram, there’s also a burden of Ghostbusters movie such as Nerdist and Cocktail/mocktail and
younger consumers being constantly under reboot, the relaunch Mashable did just that food recipes were also
often create a public a microscope as such was announced across by hosting Facebook shared on social media
account geared toward brands live and operate print, broadcast and Live reviews of Ecto to inspire fans to host
their parents and in public spheres.” online media, often Cooler, while influencers themed parties.
 a new framework_11

02c. Where & how to engage • 90% say that a reply improves their brand
Our research gives an insight into how to reach perception, which again underscores just
and engage with Super Leaders. how important it is both to listen to and
engage with online conversations. Super Leader interaction with packaged food and drink brands
Reviews, ratings & comments Where does interaction happen?
Our findings show how important reviews/ For brands that are still cautious of
ratings are now for food and beverage brands: engagement with consumers for fear GLOBAL
of negative commentary, there is some
Facebook 78% Facebook 78% WeChat 85% Facebook 53%
• 80% of Super Leaders read reviews/ratings encouraging news: YouTube 53% YouTube 60% Weibo 66% YouTube 40%
Instagram Twitter QQ Space Instagram 33%
on food and beverages monthly and 70% Twitter
49%
38% Instagram
55%
52% Tieba
62%
38% WeChat 32%
do so weekly – rising to 97% and 93% • By some margin, Super Leaders are more Snapchat 28% Snapchat 29% Douban 24% Twitter 32%
LinkedIn 18% Pinterest 28% RenRen 17% Weibo 25%
respectively in China. likely to comment on a positive than a Pinterest 17% LinkedIn 11% YouTube 12% QQ Space 23%
Tumblr 12% Tumblr 7% Facebook 10% Snapchat 18%
• Social media is the prime source (73%), split negative experience (63% versus 24%), Reddit 9% Vine 5% Twitter 8% Tieba 14%
Instagram
fairly evenly between brand and friends/ perhaps due to the pervading social media 2% Pinterest 14%

connections. Online forums and shopping culture of projecting a positive, successful

How often?
portals rate particularly highly in China. and happy public persona.
GLOBAL
It also shows how prolific Super Leaders are
Several times a day 22% 23% 24% 23%
at commentating: Once a day 23% 17% 24% 21%
At least once a week 16% 21% 40% 26%
At least once a month 11% 8% 9% 9%
• 68% (90% in China) write reviews at least Less often 12% 14% 3% 10%
Never 16% 17% 0% 11%
monthly, with 57% doing so weekly. Daily 48% 40% 48% 44%
Weekly 61% 61% 88% 70%
• The main outlet is social media (75%), Monthly 72% 69% 97% 79%
although blogs/forums also rate highly
(47%) and shopping portals are particularly
Reading reviews/ratings for packaged food and drinks brands
important in China (54%).
Which categories do Super Leaders search for?
• Almost all those who write reviews/
comments tag the relevant brands at least
GLOBAL
some of the time, and just over a third
A good Dimes created WhatsApp messages to
always do. This reflects their desire to be Juices & beverages 22% 59% 91% 70%
example Turkey’s first concert local singer and TV star
heard and their expectation of getting a of a to be broadcast live Can Bonomo (pictured
New food & beverage products/novelties 23% 62% 83% 70%

response: indeed, 78% say that they expect campaign that connects on Facebook, inviting above at the event)
Milk & dairy products 16% 45% 86% 63%

the brand to reply, rising to 93% in China. with social media active online consumers asking him to perform. Energy & sports drinks 11% 52% 81% 62%

influencers was run by to attend – helping the Dimes also partnered Milk alternatives/substitutes 12% 50% 74% 59%
(soya milk/almond milk)
Dimes in Turkey, part of hashtag #kesfebasla with travel bloggers
its efforts to boost juice into the top 10 list in to create “road trip”
and nectar consumption trending topics during routes to summer
by creating a stronger the event. Interest festivals, generating
emotional link with key was raised before the 240,000 views.
consumer segments event by encouraging
across various brands. consumers to send
 a new framework_12

Blogs & forums • This reason also rates highly in China

These are clearly a vital source of information (on 58%), but still comes in third after Posting images/comments on food and beverages
– and outlet for comment – for the most active commenting on or reviewing a product How often?
and influential connected consumers: (68%) and showing something new (60%),
demonstrating the greater interest here in
GLOBAL
• 75% of all respondents read blogs/forums at brands and products generally.
least monthly, while 95% in China and more Several times a day 18% 15% 16% 16%
According to a recent Once a day 21% 10% 22% 18%
than 50% in the UK and US do so weekly. INSIGHTS & LEARNINGS study published in
At least once a week 16% 21% 41% 26%
At least once a month 10% 13% 14% 12%
• The daily figure is also strikingly high in A powerful force in culture and commerce, Psychological Science, Less often 14% 16% 5% 12%
Never
China (63%) and the UK (42%). It’s lower in Super Leaders can be difficult to reach with the Instagram “like” Daily
21%
39%
25%
25%
2%
38%
16%
34%
the US, although still significant at 28% of traditional media, but brands that take the button demonstrably Weekly 55% 46% 79% 60%
Monthly 65% 59% 93% 72%
respondents. time to understand and properly engage with affects the brains of
• Half of respondents in the UK comment on them online will find a willing and influential teenagers. All those
in the study were
blogs and forums at least monthly and 40% audience. Indeed, Super Leaders are often
significantly more
weekly. The practice is less common in the strikingly eager to engage with brands: prone to “like” images
US, but it’s hugely popular in China: 90% that had already been
contribute at least monthly and 76% weekly. • They frequently interact with food and “liked” a lot. According
• Around a third of Super Leaders in China are beverage brands on social media, with 79% to MRI scanner results,
food and drink bloggers. The figure is lower worldwide doing so monthly, 70% weekly this is because activity in
in the UK (19%) and the US (15%). and 44% daily. the nucleus accumbens,
a hub of reward circuitry
• These figures rise to 97%, 88% and 48%
in the brain, increases
Image & video posting respectively in China, which is clearly with the number of
This is an increasingly important form of user- a hotspot for product interest, brand

generated content and commentary:
• Nearly 80% of Chinese consumers post food
and beverage images weekly, while around
half do so in the US and UK.
• Facebook is by far the #1 outlet in the
West, while in China it’s WeChat Moments.
Instagram is strong in the US (45%).
• The main reason for posting in the West
(at around 45%) is to share a moment or
experience, demonstrating the connection
between food and beverage and lifestyle.
engagement, e-commerce and connected
consumer trends generally.
• 79% of Super Leaders globally believe
that this kind of interaction significantly
improves their opinion of brands, while
81% say that it improves their likelihood
of making a purchase.
• Again, these figures are higher in China
at 92% and 94% respectively.
KASPARS GRINVALDS/SHUTTERSTOCK.COM
“likes” that a photo
has, as does activity
in the social-cognition
sections of the brain.1
Digital video is increasingly appealing to marketers: in the US, it hit a record
$9.1bn in 2016, up 53% on 2015, with video revenue on mobile up 145% to
nearly $4.2bn. “Digital video’s powerful ability to attract engaged audiences
is naturally attracting greater investments,” says IAB.2 Forrester says online
video budgets have grown 114% since 2014 and 72% of media buyers will spare
television budgets for more online video. It forecasts a continued 18% CAGR for
video – the steepest increase in digital ad spending going forward.3
 the customer journey_13

REDEFINING THE
CUSTOMER JOURNEY / 03
With the offline and online worlds becoming
increasingly blurred, managing the customer journey
is becoming much more complex as consumers come
to expect a seamless experience across all channels,
via mobile, desktop and in-store.
 the customer journey_14

03a. Consistency is crucial
Greater connectivity and the proliferation
of online platforms present a challenge for
brands, as consumers expect a consistent
experience and messaging across all the
touchpoints where they interact.
INSIGHTS & LEARNINGS
Our research shows that disconnects between
touchpoints impact negatively on brand
perceptions. But where there is consistency,
the greater the number of channels, the more
positive the brand perception becomes –
particularly for Super Leaders.
However, while it can be tough enough for
brands to be consistent across their own
channels, there is a growing number of other
relevant touchpoints along the customer
journey over which they have much less control.
That’s because we are moving away from Safio MyPack’s fully integrated campaign plan
the traditional linear value chain model to
a distributed value network in which every IN-MALL
link might interact directly with consumers: In-mall branding and activations to drive
farmers, raw materials manufacturers and engagement and stimulate word of mouth
packaging suppliers, for example – not to
mention other consumers.
Brands need to take an “omnichannel”
RADIO SOCIAL MEDIA
view to market their products and manage
Radio campaign to boost awareness Social media campaign to boost
their customers. This is far broader than and drive traffic to social media and awareness and stimulate further
“conventional cross-channel done well”. It to activation locations engagement and word of mouth
involves coordinating and partnering with
an ever widening range of sources to ensure
consistent marketing messages, purchasing
opportunities and customer experiences.
IN-STORE ONLINE
In-store branding and special Online campaign to drive
activities to raise awareness and traffic to social media and
drive traffic to shelf activation locations

Campaigns stimulate word of

Disrupting the traditional value chain need to mouth, both online and
Moving away from a linear model to a distributed value network embrace offline. Photo booths
as many touchpoints across major cities –
OLD LINEAR RAW MATERIALS/ MANUFACTURER PACKAGING as possible on the Riyadh, Jeddah and
PRODUCTS CHANNELS CONSUMERS ENVIRONMENT
MODEL FARMERS BRANDS SUPPLIERS
customer journey, Dammam – allowed
online and offline. A kids to take photos
MANUFACTURER PACKAGING
good example comes that enhanced the
NEW
BRANDS SUPPLIERS PRODUCTS from Saudi Arabia: personalisation of the
DISTRIBUTED the launch of Safio’s package. The campaign
VALUE
NETWORK MyPack, the world’s first helped to reverse a
personalised carton for decline for the brand,
RAW MATERIALS/MANUFACTURERS
CONSUMERS
CHANNELS the kingdom’s market- fuelling an 8% growth in
leading flavoured milk monthly sales during the
brand. At the heart campaign period and a
of the campaign was rise in market share from
in-mall branding and 13% to 16%.
PARTNERS ENVIRONMENT CONSUMERS activations to drive
engagement and
 the customer journey_15

03b. From push to pull INSIGHTS & LEARNINGS A recent Forrester

Connected consumers are changing their Social media clearly has a role to play report in the US,
provocatively titled
behaviour from a “push” to a “pull” model of throughout the consumer journey (see
“The end of advertising
information, seeking out what matters most to graphic, right), whether the purchase is as we know it”,
them on the customer journey and ignoring or ultimately made online or offline: predicts that the Social is now seen to have a role to play
simply not seeing what they consider irrelevant. days of traditional throughout the customer journey
This is particularly true for Super Leaders: • The key touchpoints are at the start and digital display ads are
end of the journey – to access entertaining numbered.1 “Once
FIND OUT ASK A
• The vast majority (87%) of Super Leaders brand content and express an opinion – with [consumers] can get
INFORMATION QUESTION
what they want without
search for information at least once as part other channels providing information and
leaving themselves 36% 33%
of their food and beverage purchasing customer service in between. open to interruptions
process, mainly before buying (81%) when • It’s particularly important for brands to – whether through EXPRESS
ACCESS BRANDED
they look at an average 4.4 sources. respond to post-purchase comments, which voice interfaces or CONTENT AN OPINION
• In China, 82% of Super Leaders also search can tip the consumer from happy customer AI-driven background 58% 48%
for information while buying. to active brand advocate. services – they will feel
even more hostile to
• Globally, brand sources rate highly, with the • The “traditional” brand website remains
ad interruptions than
brand website highest (80%), followed by vital: it is by far the preferred touchpoint
they claim to today.
reviews/comments on shopping portals/ for finding additional information about a That means the 38%
websites (68%), and brand and third party brand, ahead of asking friends and family, of US online adult
sources on social media (63% and 62%). and blogs, forums or review sites. users already trending
• Price is the main information searched toward computer-based
for everywhere, while details on the Online advertising remains relevant – for now: ad blocking and ad Empowered consumers are changing their behaviour
avoidance will continue
product package is a strikingly hot topic They’re moving from a “push” to a “pull” information model
to expand – not out
in China (81%). Americans and Chinese • 30% say that “viewing advertisements” of hostile consumer
consumers particularly look for ingredient online influences their shopping behaviour. intent, but out of
information and user reviews. • 38% of connected consumers worldwide casual indifference to
enjoy content from brands on social and advertiser interests.”2 Awareness
37% think tailored ads are a good idea,
rising to 59% and 53% for Super Leaders. Consideration
• However, execution is key, with 34% of OPEN TO EXPERIENCE
global connected consumers and 51% Conversion POSSIBILITY

of Super Leaders saying they “often feel EVALUATION

Loyalty
followed by brands online”. DECISIONS SHOPPING

SOURCE: MICROSOFT
TO CHANGE
• This is a contributing factor to the use of ad
Advocacy
blockers, now used by 18% of connected
consumers and 26% of Super Leaders
worldwide, with regional spikes as high as
27%/37% (UK) – again underscoring the
usefulness of social media-based marketing.
 the customer journey_16

03c. In-store still pivotal INSIGHTS & LEARNINGS

Although e-commerce is rapidly growing
in importance, food and beverage are still
mainly purchased offline – and in-store activity
remains vital, according to Nielsen:
• Beyond a brand’s base equity, trade
promotion – including displays, in-store
advertisements and promotions – remains
the most effective volume driver.
• Stores are a top source of new product
discovery, too, ranking number two in
In-store promotion clearly remains pivotal
to new product launch campaigns. While
good package design is vital, it is visibility Top sources of new product discovery for European consumers
that matters most: across categories, the
top-performing package design is seen by Friend or family told me about it
58%
approximately 70% more consumers than the
bottom-performing design.2 Saw it in a store
56%
Active internet searching
However, digital exerts a strong influence even 48%
over offline buying, largely due to the rise of TV ad
the smartphone: 45%

Europe on 56%, after a recommendation Received a free sample

from friend or family (58%) and ahead of
active internet searching (48%).1
38%
• More than half of all in-store purchases
Newspaper or magazine
today are influenced by digital channels.3 27%
• Consumers frequently make offline Brand/manufacturer website
purchases based on research and 26%
interactions made in advance online (what Expert told me about it
Google calls the “zero moment of truth”), 23% RANK #1

SOURCE: NIELSEN
but they’re increasingly influenced by online Social media posting RANK #2
20% RANK #3
in-store too.
Internet ads RANK #4
• Among smartphone users, nine out of 10 19% RANK #5
have used their phone in store, and eight
in 10 report that its use influenced their
eventual purchase.4 The rising influence of mobile

Another with no flavourings and messages with friends, as YouKu and Tencent,
good additives. It created six while a Weibo hashtag along with a self-shot

+z

+z
+z
example new package designs discussion invited them video by a Chinese 1 IN 3 9 IN 10 8 IN 10
of a successful online/ with an emoji on one to share pictures of online celebrity shared
offline campaign side and a message themselves with the on Weibo. In-store
comes from Mengniu on the reverse: such product on the way to promotions allowed
in China. Run over the as “It’s none of your a New Year gathering, consumers to access the

SOURCE: DIGITASLBI
Chinese New Year business!” to relatives, expressing the feelings app, try the product and 1 IN 3 OF ONLINE 9 IN 10 CONSUMERS 8 IN 10 PURCHASES ARE
PURCHASES WILL OCCUR HAVE USED THEIR INFLUENCED BY MOBILE
holiday period, the “I am hard working!” to and words they wanted also connect directly ON SMARTPHONES SMARTPHONES IN STORE
campaign for ChunZhen the boss, and “You are to share at that moment to the brand site via
ambient yoghurt a good man, but sorry” – a highly successful prominently displayed
encouraged consumers to a jilted admirer. A initiative that attracted QR codes.
to share “bluntly true” WeChat page allowed key opinion leaders.
messages, matching the consumers to share their Brand videos ran on
idea of a pure product own versions of such mainstream sites such
 the customer journey_17

03d. Rise of e-commerce
Our research shows that e-commerce is rising
22% year on year for food and grocery sales
generally and 38% for non-alcoholic drinks,
with plenty of room for future growth:
• While 14% of connected consumers buy
groceries online, 59% are open to doing so.
• Better price, good quality and a frictionless
experience are all cited as key drivers for
this growth.
• E-commerce is forecast to account for 10%
of all food purchases by 2021, with some
major regional spikes, such as 15.4% in the
UK and 25.1% in South Korea.1
Mobile is increasingly important as an
e-commerce platform:
paying for retail transactions, the bulk of
which take place in convenience stores.
• Looking ahead, 59% of Chinese consumers
say that their mobile will become their main
tool for purchasing items, compared with
34% worldwide.2
INSIGHTS & LEARNINGS
Digital guru Professor Scott Galloway3
believes that “the sun has passed midday
on the brand era”. He points out that the
percentage of consumers who can identify a
“favourite brand” has been declining for years
as consumers increasingly find products by
relevance via search engines, choose them via
user ratings and peer recommendations, and
buy them via e-commerce sites where they
engage in a very different way from a store.
E-commerce undermines much of the equity Amazon’s Alexa voice service is particularly
in packaging design and in-store positioning significant, as it removes visual references
and promotion: it is a “democratising” force altogether. “Increasingly, branding is becoming
compressing brand leaders and challengers bypassed so that ultimately the only thing that
alike into the same small two-dimensional matters is the e-commerce site itself,” says Ivan
space – particularly an issue on mobile. Nesterenko of Tetra Pak. “Consequently, it’s
crucial for brand owners to have other means
Amazon is seen to be by far the most of connection to their products and brands.”
disruptive player, due to its scale, innovation One of these is the digitally enabled package,
and investment capital. Recent activities as we will see in the next chapter.
demonstrate the scale of its ambition in the
grocery arena: its $13.7bn acquisition of
Whole Foods; the launch of its AmazonFresh
same-day grocery delivery service, introduced
in the US and extended to the UK in 2016 and
Germany in 2017; and the trial of its high-tech
Amazon Go concept store.

• “Mobile devices have turned the corner as

The world’s largest “Big box grocery
purchasing tools,” says PWC’s Total Retail online food retailer, stores may soon be Online value share of grocery market (June 2016)
2016 report. “Mobile commerce is now Britain’s Ocado delivers gone. People now use
firmly on the march toward becoming the 340,000 orders a week, Ocado for their weekly
online shopping tool of choice.” with no stores, just shop, but convenience
• Investment bank Goldman Sachs predicts warehouses. “For goods shopping – ordering
that, at the rate retailers are currently picking, we have 500 and getting items DENMARK 1.3% RUSSIA 0.9%
workstations across delivered within an
integrating mobile into the shopping UK 6.9%
two warehouses using hour – will happen in
experience, mobile commerce will account 32km of conveyors,” cities soon. The growth FRANCE 5.3% GERMANY 1.2%
for almost half of all e-commerce by 2018. says Sverker Lindbo, of deep discount means S. KOREA 16.6%
USA 1.4% PORTUGAL 1% CZ 2.1%
Head of Concept that online will be the
SPAIN 1.7% CHINA 4.2%
China is a global leader in mobile Development, speaking only way to reach the
JAPAN 7.2%
e-commerce, providing an insight into the at a recent Tetra Pak consumer with a long-
path that the rest of the world might follow: event in Lund. “We use tail offer – supplying TAIWAN 5.2%
human pickers for now a lot of low-volume
but are developing products, rather than
• 65% of consumers in China shop online via robots to do the job. focusing on a few
their mobile at least monthly while only 12% In time, all products blockbusters – as has
SOURCE: KANTAR

have never done so, compared with 28% supplied to us will need happened with books.”
and 46% respectively worldwide. to be unpackable and
ARGENTINA 1%
• Most Chinese consumers now use a mobile pickable by robots (they
hate shrink wrap!).
app such as WeChat Pay as a means of
 the customer journey_18

03e. Packaging matters With Tetra Pak alone producing some Printing & personalisation GoodBelly,
Innovations in packaging are providing brands 190 billion packages per year, the potential According to a report by Mintel, 24% of the
with new opportunities to engage and deepen reach of digital packages is substantially consumers like packaging that has an pioneer of
delicious and organic
relationships with connected consumers. greater than any social media platform. appealing design dedicated to a limited
probiotic juices in the
edition, seasonal or special release.1 Digital US, designed a side
The digital package Our research shows that 65% of Super printing makes it much easier for brands to panel to its packages to
Thanks to digital printing, it’s now possible to Leaders in both the US and UK would be tap into this trend, enabling production of showcase the life of the
print a unique digital code on each and every interested in such package interactivity, smaller batches more easily and more cheaply. carton packaging used.
package. This digital package code can be rising to 89% in China, where QR scanning is Personalisation is even more attractive, both The engaging graphic
takes the consumer
scanned by ordinary smartphones, allowing more commonplace and where such digital to consumers and to brands:
along the lifecycle of the
all kinds of innovative possibilities: packages are already proving successful.
package, from material
• 40% of millennials want to participate in sourcing to recyclability.
• With an interlinked supply chain, brands co-creation of products and brands. With colourful graphics
can make traceability more transparent, • In 2015, 45% of shoppers spent money on and strategic content,
sharing information with consumers right personalising a product or experience – and the panel effectively
down to the farm or grove that their were happy to pay significantly extra. showcases the benefits
of the carton and
particular product comes from. • In fact, consumers say they are happy to pay
reinforces GoodBelly‘s
• The package can be the gateway to a up to 150% more for custom items.2 mission and values.3
customer engagement programme: a
lottery ticket, a unique identifier for an
online competition, a loyalty token or a
means of creating a one-to-one channel
with individual consumers.
• The information flow can be two-way,
allowing producers to capture specific, Tetra Pak is currently
valuable information about their consumers field testing a solution
as part of the digital code interaction. Tropika at partner restaurants. reached more than In 2016, Safio in Saudi Arabia launched that taps into the
in South The campaign also 8.5 million consumers the world’s first personalised carton opportunities for digital
Africa featured a series of 50 on Facebook alone, package featuring 25 of the most packages. Consumers
combined on-pack short videos featuring generating some common Arabic boys’ and girls’ names. Backed up scan a unique QR
marketing and mobile local celebrities, edited 1.7 million video post with an integrated launch campaign across in-store, code via a digital app
“The digital package gives brand owners for its “Nothing to the most suitable engagements. The radio and social media, the flavoured milk product downloaded from
a direct link to the consumer through Smooother” campaign. length for each channel, campaign also reached sold 56 million packs in three months, helping Safio Google Play or Apple
the most important communication Consumers simply including Facebook out to 1200 influencers regain 1.2% market share. Store in order to gain
channel there is – the product itself. had to follow the (which had the highest on Twitter, generating incentives. The data
Why should they have to go through on-pack instructions engagement and 675 engagements gathered is stored in
and send a text to reach), Twitter (great that created 7.1 million Microsoft’s Azure Cloud
media owners and social networks to
enter a competition celebrity engagement), opportunities to see the and analysed to build
reach their consumers?” detailed consumer
to win a holiday to the Instagram, YouTube, videos. Instagram was
Erik Winberg, Tetra Pak Maldives, or lesser (but Vine and the Tropika also notably successful. profiles and create
instantly redeemable) brand website. The more personalised
prizes of a free lunch campaign videos experiences.
 packaging matters_19

Augmented reality
Augmented reality (AR) is a technology
that displays digital information against the
backdrop of the real world, unlike virtual
reality, which is all-encompassing and replaces
the real world. AR has been around for a while,
but with the rise of the smartphone with its
built-in camera the potential has massively
increased – witness the phenomenon of
Pokémon Go, a smartphone game that
superimposes digital Pokémon on to public
and private spaces. Expect to see much
more of AR, as big technology firms invest in
the technology, such as Facebook with Oculus
and Microsoft with HoloLens.
INSIGHTS & LEARNINGS
Today only 7% of packaging is printed digitally,
but that share is projected to grow significantly
and the worldwide print market is set to grow
from its current level of around €407 billion to
€420 billion by 2020.1 More brands are likely to
offer customised packaging via online ordering.
“Coca-Cola, for instance, is very adept at
appreciating how its packaging plays a role
in getting people to talk about its products,”
says David Berkowitz. “It has been running
‘Share a Coke’ globally for years in a range of
markets, offering location-targeted names on
Coke labels, which people share with friends
digitally – or by actually buying them a Coke.
Additionally, in the UK, Coca-Cola brand Oasis
temporarily reworked its fruit-themed bottle
labels to make them appear as a face, solely
so that Snapchat would recognise them as
such: consumers could then digitally swap
their face with the one on the bottle. Ten
years ago, the idea of changing a label just to
appeal to people sharing photos would have
been laughable. Now, it’s the new normal.”
Meanwhile, e-commerce’s disruption of
the traditional moments of truth suggests
a rethink of the very purpose of packaging
design. If the package doesn’t need to stand
out on the shelf, that vital marketing real
estate can be used for engaging content,
such as recipes, product source information,
environmental credentials, promotions and
new product information, all of which can be
personalised by leveraging customer data.

Pinar Kido Children simply had

Rapidly growing e-commerce is changing the customer experience
became to download and start Packaging can add value at every touchpoint
the first the app, show the pack
FIRST MOMENT OF TRUTH
brand in Turkey to use to their smartphone
AR as a key part of a camera and play. A
ORDER
campaign to increase version of the game
brand awareness for also appeared on a Package design can be optimised for e-commerce
its flavoured milk – a dedicated website Opportunities for personalisation
strong-performing (www.kido.com.tr), ZERO MOMENT OF TRUTH SECOND MOMENT OF TRUTH
segment that’s growing and the campaign was
at around 10% per year promoted via digital RESEARCH EXPERIENCE
and now accounts for channels, TVC, cinema Package part of value proposition Delivery logistics key to satisfaction
some 8% of the nation’s and leaflets with “six
Unwrapping part of product experience
UHT milk consumption. for five” vouchers
Run from September in multipacks. The
PACKED FOOD THIRD MOMENT OF TRUTH
to November 2016, campaign reached INTERNET
the “Discover Space” 2.5 million consumers, RETAILING HAS
GROWN SHARE
campaign centred on with more than 6000
a smartphone game, games played and 3100 +17%
CAGR 2011-2016
Satisfaction shared via personal/public networks
offering prizes of vouchers redeemed. Digital package can aid/enhance sharing
telescopes and family Sales doubled during
trips to “space camp”. the campaign period.

BECOMING A DIGITAL-SAVVY ORGANISATION
Five recommendations for
organisational readiness
from General Assembly, a
global education company
1. An executive mandate,
repeated often
Given the far-reaching implications
of a truly successful digital
transformation, it’s critical to have
full support from the top and to
ensure that this voice is heard
throughout the organisation.
“Leading companies recognise
that, in order for their digital
transformations to work,
their people need a structure,
mindset, skills and vocabulary
that support and drive the
new strategy.”
Anand Chopra-McGowan,
General Assembly
digital transformation_20
2. An effective structure 3. A capabilities plan that balances 4. Objective skills data, 5. Share, engage & trust
With competitors emerging and “build, buy & borrow” updated frequently “A majority of brands today aren’t
taking market share faster than Some companies find it tough to The rapid pace of change means utilising their biggest marketing
ever, companies must ensure they balance the knowledge of existing there’s far more information on asset: their employees,” says
have the structures and capabilities staff with the fresh thinking needed which employees must stay current. social media Super Leader Andrew
to support agile, innovative and to adapt to the digital age. Hence Assessments, surveys and interviews Wasyluk. Many companies continue
customer-centric ways of working. the importance of a three-pronged with key stakeholders are critical to be wary of social media and to be
The Coca-Cola Company recently strategy that balances “build” to getting a clear point of view on too focused on the “don’ts” rather
reshuffled its leadership team, (training), “buy” (hiring and M&A), the current state of skills and digital than the “dos”. By contrast, General
merging marketing with its customer and “borrow”: leveraging more readiness within the organisation. Electric takes care to engage and
and commercial teams to create a creative ways of working such Online training tools that allow educate its employees to be proud
Chief Growth Officer, as have other as embedding agency teams, employees to create personalised of who they are and what they know,
FMCG consumer goods giants running hackathons or partnering learning paths are also indispensable. and to encourage them to become
including Colgate-Palmolive, Coty with accelerators and the like. For example, L’Oréal recently brand ambassadors. It provides a
and Mondelēz. Coca-Cola also For example, L’Oréal has made a worked with General Assembly tool that makes all stories that are
appointed a Chief Digital Officer strategic investment in Founders to create a digital assessment approved for external use easily
last December, to ensure global Factory, a digital startup accelerator, and educational programme for accessible to employees, who are
alignment of its systems around a announcing the selection of its first its marketing population. Marie encouraged to share these stories
single digital marketing agenda. five beauty tech startups in January. Gulin-Merle, Chief Marketing Officer through their own digital networks.
at L’Oréal USA, calls the initiative a
comprehensive “GMAT1 for digital”,
Last year, Tetra Pak Brazil experiences – but a new those patterns. That’s addressing modern practices for
took a group of customers mindset is required to take the focus in Silicon Valley:
data, search engine optimisation,
on an inspirational trip to advantage of the endless there’s a disruptive,
Silicon Valley, including resources available. insurgent mindset.
mobile marketing, social media
visits to Facebook, Google “As for ideas, the real “Meanwhile, barriers to and content creation. “It’s one of the
and start-up incubators. excitement was in the entry are being lowered: engines for our digital transformation.
“We really saw how incubators. Everything tools of the larger food We believe that learning is an
the mindset of building moves so fast. It’s industry, including essential part of the evolution
brands through traditional not about protecting financing and cutting- of our marketing know-how.”2
media alone is outdated,” innovation any more; it’s edge technology, are now
says Marcelo Queiroz, about speed and quality more accessible to new
MD Tetra Pak Brazil. of execution. We learnt brands and producers. So
“It’s clear that brands how organisations often we all need to embrace
need to establish a focus on trends, which this insurgent mindset.
close relationship with are ongoing patterns of The future is happening
consumers in the digital change – but actually it’s now and consumers won’t
space by delivering better to focus on the wait for brands that are
tailored and unlimited disruptions that break slow to figure it out.”

A world of consumer commentary
Digital media, blogs/forums and
social media are all on the rise. In an
online world where everyone has a
voice, brands can’t speak loud enough
on their own. They need to engage
proactively, cultivating user-generated
content, learning from and partnering
with bloggers, and harnessing the
power of Super Leaders to spread
and amplify their messages.
Mobile is king
The online world is increasingly mobile-
centric, particularly in developing
markets, which often skipped desktops
altogether. China is notably advanced:
to study the latest trends, look here.
Brands need to start with a mobile-first
strategy – in fact, in the US, some are
shifting to “mobile-only” to “keep
pace with on-the-go consumers”.
SUMMARY
Trust, tone & influence
With institutional “trust in crisis”,
consumers increasingly trust “people
like us” who share their values,
priorities and outlook on life. Brands
need to show that they share these
traits too; to be more transparent
and speak with greater honesty and
authenticity, while leveraging “real
people” as brand advocates. “The
public believes that companies should
lead the way and will rally behind them
for a cause they believe in.”
Segmentation & Super Leaders
Online behaviour transcends
conventional demographics and
requires a new kind of consumer
segmentation framework. The most
active and most social group of all
connected consumers are the Super
Leaders: the earliest of adopters,
the influencers and the trendsetters.
Well connected and highly vocal, they
can be a golden source both of brand
advocacy and market insight.
Where & how to engage
Super Leaders are strikingly open to
engagement: almost half have daily
interactions with brands on social
media. They strongly expect brands
to respond to their reviews and
comments, most of which tend to be
based on a positive experience; such
responses have a very good impact
on brand perception, underscoring
the importance of engagement.
Consistency is crucial
As channels proliferate and ever more
links in the value chain interact directly
with consumers, brands need to work
harder to create consistent messaging
and a seamless customer journey
across multiple touchpoints. Mobile is
increasingly the “glue” that connects
this “omnichannel” experience.
From push to pull
The vast majority of Super Leaders
search for information at least once
on their purchasing journey, mainly
before buying (81%) when they look at
an average 4.4 sources. Social media
has a strong role to play throughout,
but the “traditional” brand website
remains a vital information source.
summary_21
In-store still pivotal
Food and beverages are still
overwhelmingly purchased offline
and in-store marketing remains critical
to product campaigns. But digital is
key here too, influencing more than
half of all in-store purchases.
Rise of e-commerce
E-commerce is rising everywhere and
is forecast to account for 10% of all
food by 2021. It is causing disruption
across the value chain, with major
players such as Amazon promising
much more to come. Mobile is “firmly
on the march toward becoming the
online shopping tool of choice”.
Packaging matters
As consumers now look for
personalised experiences from
brands, unique digital packages, AR
and custom printing provide new
opportunities for brands to engage
and deepen relationships – and,
crucially, to connect directly with them.

RESEARCH & REFERENCES
Research methodology
The research for this report was carried out by Kantar TNS and
comprises three parts:
1. Baseline quantitative from its Connected Life top-line
findings carried out between June and September 2016, based
on 70,000 samples in 57 markets plus in-depth market reports
for India, Japan, US, Brazil, China, Germany, Italy, UK, Turkey,
Egypt and South Africa.
2. Deep-dive qualitative Super Leaders study, which
investigated the daily life of the connected consumer and
explored their thoughts on campaigns in Italy, US and China
with a week of tasks set in an online community.
3. Further insights quantitative, based on a 15-minute online
survey among Super Leaders in the UK, US and China to
investigate their shopping journey and what, how and why
they share online.
All data in this report is based on this research, except for the
case studies or where indicated and referenced below.
Report references
05-1 Financial Times, 28 April 2017
05-2 50% of global consumers rated independent
customer reviews as very or extremely influential; 62% rated
friend/family recommendations in the same way. Kantar TNS
Connected Life
05-3 Edelman 8095 2.0 Global Study
05-4 Edelman Trust Barometer 2017
05-5 Interactive Advertising Bureau (IAB) Internet
Advertising Revenue Report 2017
05-6 Euromonitor Lifestyle Trends 2016
06-1 Global Mobile Consumer Trends: First Edition,
Deloitte 2016
06-2 IAB Internet Advertising Revenue Report 2017
06-3 WeChat’s world, The Economist, 6 August 2016
07-1 “Clean eating” is a ticking timebomb that puts young
at risk of fractures, The Telegraph, 12 April 2017
12-1 How “likes” affect teenagers’ brains, The Economist,
13 June 2016
12-2 David Doty, Executive Vice President and Chief
Marketing Officer, IAB, 26 April 2017
12-3 US Digital Marketing Forecast: 2016 to 2021,
Forrester, 24 January 2017
research & references_22
15-1 The end of advertising as we know it, Forrester,
2 May 2017
15-2 The end of advertising, the beginning of relationships,
James McQuivey’s blog, 2 May 2017
16-1 Nielsen Global Innovation Survey 2015
16-2 Nielsen Global Innovation Survey 2015
16-3 $2.1 trillion in sales or 56%. Forecast for 2016, Deloitte
University Press, August 2016
16-4 DigitasLBi Connected Commerce Study, August 2016
17-1 Planet Retail
17-2 PWC Total Retail 2016
17-3 Clinical Professor at the NYU Stern School of Business
and Founder and Chairman of L2
18-1 Mintel Food & Drinks Platform
18-2 Extreme Individualism Consumer Insight 2016, WGSN
18-3 Brand Packaging, June 2017
19-1 Extreme Individualism Consumer Insight 2016, WGSN
20-1 Graduate Management Admission Test: a computer
adaptive test intended to assess certain analytical, writing,
quantitative, verbal and reading skills
20-2 L’Oréal created this training program to keep its
marketers on the cutting edge, AdWeek, 11 May 2016
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