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Code-based pkg tech will take grocery shopping forward, says Tetra Pak
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Saturday, 28 July, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Tetra Pak has noted that smart packaging technologies based on unique digital codes will take both online and offline grocery in new directions over the next few years.
“Online grocery shopping is growing at a double-digit rate, including in India, while traditional stores are being reinvented, merging together into an omni-channel where consumers expect to be able to buy whenever, wherever and however they choose, with the smartphone as their compass. Packaging will play an important role in response to the trends that are shaping the growth of on-line grocery,” it stated.
The four key trends shaping the growth of on-line grocery, according to the Tetra Pak Index 2018, are convenience, personalisation, technology and sustainability. These will be the main drivers of online consumer take-up, as time-crunched consumers look for new ways to make their life easier. Key opportunities include easy product replenishment, voice and convenient packaging.
Customisation of products will be important differentiators going forward. This is accelerating the direct-to-consumer trend, and it has been predicted that as many as 80 per cent of consumer packaged goods companies will migrate to this model by 2025.
Super-fast delivery in as little as 10 minutes is expected by 2025, changing consumer behaviour to buy more frequently and in smaller amounts, adding more complexity to the logistics. Supply chains will continue to be transformed by a raft of technologies, notably radio-frequency identification (RFID) and robotics, boosting efficiency and transparency.
Pressure on plastic and awareness of the circular economy will continue to grow, and recycling will become ever more important. Consumers want to know whether brands are doing the right thing.
Saumya Tyagi, director, marketing, South Asia markets, Tetra Pak, said, “Globally, the growth in online grocery channel is driven by increased convenience, opportunity for personalisation, faster last-mile delivery, enhanced value offering to the consumers and sustainability. In India as well, online food and grocery is expected to grow at a compound annual growth rate (CAGR) of approximately 70 per cent to reach $5 billion by 2020.”
“Smart packaging can play an important role in accelerating this growth, by offering significant advantages in consumer engagement solutions as well as traceability for our food and beverage customers,” he added.
Smart packaging technologies based on unique digital codes allow each and every product package to be given a unique identifier.
It will create an interactive channel with individual consumers, allowing brands to have a real-time conversation with the consumer, sharing details on the sourcing of raw materials, nutritional facts as well as games, promotions and environmental information.
At the same time, with insights captured through these digital codes, brands can continuously improve the shopping experience and make it ever more personalised for the consumers.
E-retailers are also calling for unique identifiers compatible with the robotic technology used in their warehouse and distribution, as this is widely seen as the key to success in e-commerce. Data and full traceability helps them navigate complex logistics and improve efficiency, moving closer to real-time order fulfillment.
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