Brasil Pack Trends 2020

BrasilPackTrends2020 110 aesthetics and identity The new consumer has a bigger conscience, bigger needs and always looks for information that helps in purchase decisions (UNIVERSITY OF SÃO PAULO, 2011). A deeper analysis which turns into an essential tool for innovation in companies is to see the consumer as a complete human being, with needs, feelings and desires who expects to be satisfied with the products chosen at the moment of purchase. He searches an objective gratification, which positively responds to his needs, and also subjective gratification, which promotes feelings of realization, closeness and emotional involvement (MESTRINER, 2012). Some of these consumers demand products with a higher aggregate value, with status symbols, which show a sophisticated lifestyle. The premiumization of products and, consequently, of the package reflects this consumer demand for products of a higher quality, associated with luxury, indulgence and hedonist consumption. In the globalized world, the consumer wants to be included, to feel part of the group, and adopt a certain lifestyle. Personal identification with the product or with the celebrity promoting it can create this feeling of “being part of a group”. Another lifestyle which deserves to be highlighted and which moves the product and package market is that which values quality of life and well-being, resulting in the search of products which can bring some health benefits, that show information on origin, which show the quality aspects, with healthy and natural ingredients. Styles which can be considered disconnected, but which have the same effect – consumption, can find that packages contribute significantly, transmitting, communicating and connecting the product or the brand to the consumer. The package reflects the brand positioning in the market, reinforces the consumer’s perception, transmits security, stands out and appeals to the consumer by means of aesthetic renovation of colors, shapes, images, graphic designs etc., in an unequivocal sensational stimulus. Aesthetic or aesthetically different packages significantly increase the consumer’s reaction time and awaken the immediate desire, independent of the price (REIMANN; ZAICHKOWSKY; NEUHAUS et al., 2010). Table 5.1 shows the featured trends, such as the unfolding of the Aesthetics and Identity megatrend and the possible contributions to packages. 5.1 PREMIUMIZATION Luxury, Indulgence and Hedonistic Consumption Luxury Packaging The increase in middle class purchasing ability in emerging markets and the valuing of consumption for products with a better aggregate value allows for the acquisition of new types of foods being packaged; before they were seen as being very expensive and even as an unnecessary luxury (SARANTÓPOULOS et al., 2010). With consumer income being more available, there has been a strong demand for premium products, which reflects social position but at the same time offer indulgence and satisfaction. A luxury product or service gives distinction to who uses it, which in turn gives pleasure, exclusivity, elegance, desire, rarity, excellence, prestige and even need. The Brazilian luxury market’s taxes have increased from 20 – 25% in recent years due to a series of factors such as the 2008 recession, the current situation in the EuroZone and the enlarging of the Brazilian middle class. Notwithstanding, Brazil still has a large resistance to luxury products made outside its borders, impeding an even larger growth in this sector (CESA, 2012). Consumer demand for higher added value goods reflects also onhigher quality productswithand indulgent