Transparency Is the Key to Consumer Trust

Blockchain technology, connected packaging, and other innovations use the packaging to build consumer trust.

The 2020 Index concludes that on-package information is a good medium for brands to get their transparency message across.
The 2020 Index concludes that on-package information is a good medium for brands to get their transparency message across.

As consumers become increasingly concerned about the environment and health, manufacturers must adapt to meet these growing demands. Data collected in the 2020 Tetra Pak Index global research study, COVID-19 and the Food Safety-Environment Dilemma, states that 49% of consumers believe environmental issues are among the biggest concerns facing the world today, with only COVID-19 scoring higher. In addition, 70% of consumers also want innovative solutions that protect foods for longer periods of time and maintain their nutritional value, and avoid waste.

Consumers are no longer taking brands at face value. In the context of health and other concerns around food, consumers are looking for transparency as reassurance–one of the strongest drivers of consumer purchasing decisions, according to the study–with 58% saying they really care about how food and beverages are produced, as well as their provenance.

The 2020 Index concludes that on-package information is a good medium for brands to get their transparency message across. “Take advantage of the package. Consumers engage with the product’s packaging in a much more intimate way than they would with advertising or other channels,” says Pedro Goncalves, vice president of marketing, Tetra Pak U.S. and Canada

According to Goncalves, companies can use the following innovations to build consumer trust and meet environmental needs:

  • Harnessing blockchain technology, which allows for interconnected, transparent supply chains from farm to fork
  • Using connected packaging that allow consumers to scan on-pack QR codes to access online information on the product’s provenance, environmental credentials, and recycling points
  • Simplifying labelling on packages to reduce confusion, especially surrounding expiry labels
  • Incorporating environmental logos that demonstrate sustainability credentials into the packaging
  • Incorporating aseptic processing and packaging to protect products longer without the need for refrigeration

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