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THETETRAPAKINDEX_2019THECONVERGENCEOFHEALTH&ENVIRONMENTFOREWORD_02Welcometothe12thissueoftheTetraPakIndex,whichfocusesonhealthandtheenvironment.Historicallyseenastwoseparateareas,we’renowseeingthemconvergewithinfoodandbeverage,whichisperhapsthefirstindustrytoseethistrend.Thisreportexploresthedriversofthisnewtrend,andtheopportunitiesitpresentsforbrandsgoingforward.Environmentandhealth,thetoptwoconsumersconcernsarenowseeinganincreasingoverlap,withadirectcorrelationperceivedbetweenthetwo.Nearlythreeoutoffiveconsumersalreadythinkthattheirhealthandwell-beingarestronglyaffectedbytheenvironment.Ourresearch1showsthatconsumersbelievetheycarrytheresponsibilityforboththeirownhealthandthehealthoftheplanet.Thereisagrowingbeliefthattoday’slifestyles,particularlywhatweeatanddrink,haveafundamentalimpactonboth.Thereisawidespreaddesireamongconsumerstolivehealthier,moreenvironmentallyfriendlylives.Changingfoodanddrinkhabitsisseenasvitaltothis–it’stangible,achievableandcanbepersonallycontrolled.However,thebarrierstochangeremain,suchascost,lackofknowledge,lackofavailability,andlackofcredibilityofoptions.Thisprovidesanopportunityforbrandsthatcansupportconsumersintheirdesireforchangeandhelpthemovercomesuchbarriers.Thereisalsoastrongpotentialforbrandstodemonstratepurpose,andbringaboutenvironmentalinnovationsinpackaging,asconsumersincreasinglyseeitsvalueandarepreparedtopaymoreforit.Foundedontheideathatapackageshouldsavemorethanitcosts,sustainabilityhasalwaysbeencoretohowTetraPakoperatesasabusiness.WerecentlylaunchedourPlanetPositivecampaign,whichurgesindustrystakeholderstomovetoalow-carboncirculareconomy.Thisrepresentsanewwayofthinking,urgingindustrystakeholderstocometogethertoaddressthepressingglobalenvironmentalissuesofclimateandwaste,takingabroaderviewofsustainability,goingbeyondrecyclingandreusetoincludethecarbonimpactofrawmaterialsandmanufacturing.Tosupportbrandsintheirsustainabilityjourney,throughourglobalresearchstudywithIpsos,wehaveanalysedthedifferentlevelsofawareness,attitudesandengagementaroundbothhealthandtheenvironment,torevealanimportantnewsegmentationofconsumers.Basedonthis,consumerscanbedividedintosixtypes:ActiveAmbassadors,PlanetFriends,HealthConscious,Followers,ScepticsandLaggards.Eachgrouphastheirowndistinctbeliefs,values,changedriversandtrustedinformationsources,creatingclearopportunitiesfortargetedproducts,messagingandmore.Weexplorethesesegmentsindetailinthisreport,includinganindexthatoutlineswhateachsegmentplanstochangeinthenext12months.Andwelookforwardtoworkingwithourcustomerstocapturetheopportunitiestheselearningspresent,bothnowandinthefuture.ADOLFOORIVEPRESIDENT&CEO,TETRAPAKGROUPTHOUGHTSFROMADOLFOCONTENTSCONTENTS_03OVERVIEWCONSUMERSCASESTUDIES04Achangingworld05Environmentisthe#1consumerconcern06Environment&healthareconverging07Individualresponsibilityisrising08Food&beverageisakeychangecatalyst10Barrierstochangeareevolving11Plasticlitter&circularityinthespotlight12Sixnewconsumersegments13ActiveAmbassadors15PlanetFriends17HealthConscious19Followers21Sceptics23Laggards25Wheretheyare26Fivemarketsnapshots28Howtoconnect29Summary&conclusions30Research&references05WoodlandsDairy|SouthAfrica08MengniuMilkDeluxe|China09Cleanlabelyoghurt|Global10Flow|Canada&USA10Valio|Finland11JUSTWater|USA11WaldorfAstoria|ThailandOVERVIEW_04OVERVIEW:ACHANGINGWORLDInatimeofmarkeduncertaintyandturbulence,it’sstrikingthatenvironmentalissuestopthe(long)listofglobalconcernsbysomemarginat63%.Moreover,mostconsumersthinkthesituationisonlygoingtogetworse,with86%believingthatthefocusonenvironmentalissueswillgrowinthecomingfiveyears.1Indeed,two-thirdsbelievethatweareheadingforenvironmentaldisasterunlesswechangeourdailyhabitsquickly.Whilespecificenvironmentalissuesvaryslightlybetweencountries,globalwarmingisthemostworryingissueoverall.ItleadsineverycountrysurveyedbarChinaandSaudiArabia,whicharemoreconcernedaboutairpollution(withglobalwarmingthe#2worryforboth).Theconcernaboutclimatechangeisrelativelyconsistent,thoughlocalevidence/effectsofglobalwarmingmaybeverydifferent.Whatseparatesthecountriesisthelevelofactionbeingtakentolessenthenegativeimpact,bothonapersonallevel,andonanindustrialandgovernmentallevel(seemarketsnapshots,page26).OVERVIEW_05Inourqualitativeinterviewswiththemostenvironmentallyawareconsumers,respondentseverywhereexpressconcernabouttheplanet’sworseninghealth,eveninmarketswheretherewaspreviouslylimitedinterest.Suchissueshavemostlycometotheirattentionviamedia,especiallysocialmedia,although,again,manyrespondentsciteexamplesofclimatechangedirectlyaffectingtheirownlives.Thereisalsoastrongawarenessofgrowingglobalwastechallenges,notablytheimpactofplasticontheoceansandsealife.RespondentsinBrazil,SaudiArabiaandIndonesiainparticularcitethelocalnegativeenvironmentaleffectsofrapiddevelopmentandindustrialisation.Generally,interestintheenvironmentisshiftingrapidlyfromadistant,abstractconcerntoonethatismuchmoreconcrete,urgentand,crucially,personal,asconsumersincreasinglyseethisasanissuethatwillimpactontheirownandtheirfamily’shealth.Growinginteres