Latest Tetra Pak survey reveals shift in consumer attitudes in the wake of Covid-19

16th July 2021

By: Natasha Odendaal

Creamer Media Senior Deputy Editor

     

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Tetra Pak’s latest yearly survey has revealed a shift in consumers’ attitudes towards, and views on, the biggest challenges facing the world brought about by the Covid-19 pandemic, with food safety and sustainable packaging top concerns for consumers.

The thirteenth edition of the study, published in partnership with global market research leader Ipsos, also highlights that Covid-19 has dominated the concerns of consumers since its onset in 2020.

The Tetra Pak Index 2020, the first piece of consumer research since the onset of the pandemic, shows the changing consumer landscape, driven by Covid-19, as it shaped and changed the mindsets of consumers, says food processing and packaging solutions comany Tetra Pak South Africa marketing executive Phumelele Buthelezi.

The survey found a shift in the top concerns of 2019, compared with the top concerns that emerged in 2020.

In 2019, 63% of consumers were concerned about environmental issues, followed by health-related issues at 46% and economic issues at 40%. Thirty-three per cent of the consumers surveyed were concerned about distinguishing the truth from lies in politics and media and 30% were concerned about future food supplies and safety.

Fast forward to 2020 – the top threats for consumers became Covid-19, with 64% of consumers saying this was their number one concern, pushing environmental concerns, at 49%, down to the second most concerning challenge for consumers.

“The biggest change between 2019 and 2020 is other health-related issues, [which] moved from being in the second position in 2019 to being only 15% of consumers’ concern in 2020, being overridden once again by Covid-19,” she says.

Buthelezi also points out that new concerns have emerged, with 28% of consumers surveyed saying they are worried about fake news in politics and media.

Worries about economic issues have increased, from 40% in 2019 to 47% in 2020, reflecting widespread concern about the impact of the pandemic on the economy, particularly employment.

Further, the Covid-19 pandemic has resulted in a significant rise in global concern about food safety and future food supplies, at 40%, compared with 30% in 2019, and more than 50% of consumers regard improving food safety as the single biggest responsibility of manufacturers.

“The Covid-19 pandemic has disrupted the status quo, accelerated trends, and created a new landscape of consumer needs and opportunities for companies to build on. In particular, the industry needs to address the growing dilemma around food safety and the environment, stepping up towards the twin goals of meeting the human need for food while protecting our planet’s ecosystem. This is where food packaging can play a strong role in bringing about harmony,” comments Tetra Pak South Africa MD Stefan Fageräng.

Food safety and security are among the primary concerns – and challenges – in South Africa and the wider Southern Africa region, with citizens worried about sourcing food, food affordability and the hygiene and the conditions in which the food is being prepared, Buthelezi continues.

Globally, the research shows that health is “deeply connected” to heightened issues of food safety, hygiene and packaging, with 60% of consumers expressing concern that the food they buy is hygienic and safe.

In line with this, the Tetra Pak Index 2020 highlights how food waste is rising up the agenda and this is now seen as a concern by more than three-quarters of respondents.

“Preventing food waste is also an area where consumers feel they can make a positive difference. When asked which global issues they believed they could have an impact on as individuals, 47% chose preventing food waste. As a result, consumers will increasingly look for transparency throughout the supply chain to reassure them that the food waste challenge is being addressed,” says Tetra Pak business insights and analytics manager Francesca Francione.

Meanwhile, the environment still remains a top priority for the respondents as they seek to balance the critical priorities of human experience through safe food with the sustainability of food packaging entering the planet’s waste stream.

“Here it really means we have got a dual challenge that the food industry has to face. On one side, consumers want food that is safe, but on the other side the public also cares about the sustainability and protection of the planet,” she continues.

“While it is true that the global pandemic has pushed the environment down the list of concerns, it still remains higher than everything else, even economic issues, in the nine markers that we have analysed.”

The survey noted that 78% of consumers are concerned about the environment and 67% believe that, unless daily habits are changed, an environmental disaster will be on the cards; however, 63% said the pandemic-related lockdowns brought about environmental improvements.

“Even in the midst of the pandemic, consumers are still worried about environmental disasters,” she says, noting that, while food safety and security remain top concerns, the environmental concern remains strong, leaving the food industry with the challenge of ensuring that food is safe, while ensuring packaging is sustainable and environment-friendly.

“Working closely with our customers and stakeholders, we are already on a journey to create the ultimate sustainable food package – a carton package that is made solely from responsibly sourced renewable or recycled materials, is fully recyclable and carbon-neutral, allowing ambient distribution and meeting food safety requirements. We see this as a critical step in building a sustainable future for the next generation, especially in the aftermath of Covid-19,” assures Fageräng.

“This full-chain approach involves various initiatives from the industry, from increasing the use of renewable electricity in factories and improving the operations of equipment at manufacturing sites, through to increasing energy efficiency and reducing water consumption,” he concludes.

Edited by Martin Zhuwakinyu
Creamer Media Senior Deputy Editor

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