As the discussion has shown, many overlapping trends affect consumers’ behavior. Issue Ecology, care for climate, e -commerce development, generational changes are important, but only examples.
– In the context of our brands, we distinguish two types of consumers. First of all, they are Lojalsi, accustomed to a specific drink, to specific salty snacks. For them, the evening at the movie or match will be Lay’s and Pepsi – said Aleksandra Wierzba.
Aleksandra Wierzba, Corporate Affairs Repressentative from Pepsico / Editor / Rafal Klimkiewicz
They have a psychological impact on other consumers, convincing them that the choice of Pepsico drinks and chips is a good choice.
The second group of buyers are switches.
– We must now think about the strategies of how to convince these switches to our brands. They care about prices, so they are negotiated. They care about packaging, on specific sizes, convenience, comfort – enumerated Aleksandra Wierzba.
In September 2024, Pepsico introduced Single Serve for chips, a recommended portion of about 40 grams.
– It’s such a perfect package at once, comfortable, to take with you. We had voices from consumers that they needed that – explained the representative of Pepsico. – On the other hand, they were designed, among others For Mega Packi discount stores – 285 grams of chips – for meetings, spending time together when the product can be shared with others – she added.
The representative of Pepsico did not hide that the new consumer is not loyal and you have to do everything to convince him.
– We listen to our consumers, what they need, what they would like to see – she emphasized Aleksandra Wierzba. – Reduction of the distance between the consumer and the producer, the fact that the consumer can go to us in social media, ask, ask for something, sometimes complain – all this means that in the era of globalization and digitization we must look at him differently – she added.
Change of tastes in terms of chips
Pepsico entered the Polish market in 1993. It might seem that in the case of chips the base is stable, the Polish consumer chooses salted, fromage, paprika and of course the green onion reigning on the Vistula.
– We are now observing a new consumer. Poles have access to the global world, began to follow trends, go to other places, change their culinary habits and taste buds. Consumers began to ask us to introduce products that have not been in Poland so far – said Aleksandra Wierzba.
Hence the return to the Polish market of Pepsi Twist, popular in the two thousand years. Hence the appearance of Flaminin ‘Hot, Viral hit in the United States. It is a Pepsico multibrand platform, which popular in individual segments of the brand enriches with very intense and sharp flavors.
Education accompanies ecology
Listening to consumer opinions is also important due to changes and restrictions introduced in connection with ecological requirements. And not all of them are understandable to buyers, especially when it comes to packaging.
Pepsico has been using RPETs for several years, i.e. bottles made of recyclatowhich is part of the principles of closed circuit economy. The introduction of RPETs caused unexpected buyers’ reactions. They asked: did the bottle rotten?
-When we look at such a bottle from RPET in the welding area with a nut, it will not really be perfect white. This is not pure plastic, so such a bottle after processing will have a different color – explained Aleksandra Wierzba. Pepsico received a lot of questions, customers were afraid if they could drink bottles. It was therefore necessary to convince and education that this bottle is even better because more environmentally friendly.
Product patriotism
Does this mean that ecology is not important for consumers? Are they not ready to bear additional costs for environmentally friendly products?
– There are two wolves in each consumer. One wants to buy from local Mr. Wiesia or Mrs. Krysia, the other wants delivery in 15 minutes at the door. It is hard to find a center between them, but we try to do it – assured Aleksandra Wierzba.
One of the conditions that can make the consumer pay a little more for the product is local origin.
– Product patriotism is very important for the consumer. As Poles, we want to know that we support Polish producers, Polish farmers, people who work in a company whose products we buy. It is natural that we want as much as possible from what we spend is left with us – this is a global trend – noted the representative of Pepsico.
Necessary simple communication
The American producer of drinks and snacks is heavily rooted in Poland. This is especially visible in the production of potatoes.
– In Poland, we are the largest company buying chips potatoes. We have over 80 huge farms with which we have been cooperating since 1993, when we started our agrarian program – said Aleksandra Wierzba.
They occupy over 6,000 hectares. 212,000 tons of potatoes have been contracted for this year.
– It is great to do it, but it would be good for the consumer to know about it too, that although it is Lay’s that sound worldly, it is Polish potato – noted the representative of Pepsico.
That is why a marketing campaign addressed to the consumer appeared “Great potato”.
– If we know that the consumer is able to pay more for this Polish element, we must tell him about it – in a clear, simple, without difficult words and refer to certificates. And the fact that these potatoes grow in Poland and we do not have to transport them from the other end of the world is nothing but sustainable development – emphasized Aleksandra Wierzba.
