For many Malaysians, Tupperware is more than just a brand—it’s a part of our daily lives. Whether it’s your mom storing leftovers, packing nasi lemak for lunch, or keeping kuih fresh during Hari Raya, a Tupperware container is never far from reach. But now, the famous brand that became a household name here is facing bankruptcy. Tupperware Brands Corporation has filed for Chapter 11 bankruptcy in the U.S., struggling to keep up with the times.
What went wrong, and what can we learn from their fall?
How It All Began
Tupperware was founded in 1946 by Earl Tupper, who changed food storage forever with his airtight plastic containers. Back then, many families couldn’t afford refrigerators, so Tupperware was a game-changer. However, it wasn’t just the product that made it famous—it was the way it was sold. “Tupperware parties,” where women would gather at homes to sell containers to friends and neighbours, turned the brand into a cultural phenomenon in the 1950s.
What Went Wrong for Tupperware?
Despite being a beloved brand for decades, Tupperware struggled to keep up with the modern world. Today’s consumers are more environmentally conscious, preferring glass or reusable containers over plastic. Tupperware, still heavily reliant on plastic products, lost its appeal to this new generation of buyers.
Plus, Tupperware was late to jump on the e-commerce bandwagon. Malaysians have been shopping online for years now, and while brands like Shopee and Lazada thrive, Tupperware only started focusing on online sales recently. By the time they tried to sell on Amazon and Target, it was already too late—competitors had taken over the digital space.
Rising Costs and Cheaper Competitors
The company also faced rising costs, from higher plastic prices to more expensive shipping. Combined with stiff competition from cheaper, unbranded alternatives, Tupperware was struggling to stay relevant. Even during the pandemic, when more people were cooking at home, Tupperware’s sales couldn’t keep up. They tried to cut costs by moving production to Mexico, but it wasn’t enough to avoid bankruptcy.
Lessons Learned
- Adapt or Get Left Behind
Tupperware’s downfall is a classic example of a company not adapting fast enough to changes in consumer behavior. While their direct sales model worked in the mid-20th century, it became outdated in the digital age. Businesses must stay in tune with evolving consumer needs, whether that’s embracing eco-friendly products or shifting to online sales sooner. - Environmental Awareness is Key
Consumers today are far more concerned about sustainability. Companies that fail to offer eco-friendly alternatives will struggle, especially if they are heavily reliant on products that contribute to plastic waste. - Don’t Be Late to the Digital Party
In today’s market, having a strong online presence is critical. Tupperware’s late entry into the e-commerce world allowed its competitors to establish themselves first. Businesses should be proactive, not reactive, when it comes to technology. - Cost Management Matters
Rising costs and increased competition put Tupperware in a tight spot. Brands need to manage costs effectively without sacrificing quality or getting outpaced by cheaper alternatives.
What’s Next for Tupperware?
Tupperware hopes to restructure and transform itself into a “digital-first, technology-led company.” However, whether it can reclaim its spot in the market remains to be seen. They plan to continue selling their products throughout the bankruptcy process and have expressed their commitment to serving customers with the high-quality products they’re known for.
Let this be a reminder of how quickly the landscape can change—even for brands we think will always be around. Tupperware’s story teaches us that no matter how beloved or iconic a brand is, adapting to the times is crucial.
Source: here
Related: Your Mom’s Favourite Household Brand, Tupperware Might Be Going Out of Biz
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