Brasil Pack Trends 2020

BrasilPackTrends2020 113 aesthetics and identity Hedonist consumption is defined by the principle of satisfaction and the use of products and services that bring intrinsic pleasure. Consumption no longer being a way of resolving a need, but for the wish of happiness, even if momentary (RIEPING, 2012). The main characteristic of hedonist consumption is the search for immediate pleasure, satisfying ones feelings, stimulating all emotional aspects. An extremely clear example of hedonist consumption is: after a work shift, a consumer goes to the mall to browse. Generally this browse costs her one product which she acquires while passing the window displays. She passes in front of a sweet shop and thinks “I’ll buy a box of chocolates because I deserve it.” This is a clear statement that this consumer was looking for a product to bring her pleasure. In this light, the design of the product must, besides functionality, incorporate a sensational experience into the product. Innovations in shape and size, together with technical advancements in printing, will highlight products against the competition, revitalizing the brand, will increase the appetite appeal and attract the consumer. With this, the item will have a premium product position in the market and will have a bigger differentiation when compared with other products. An example of products with an extreme indulgence in the packages is Gü’s desserts (Figure 5.5). The image printed on the dark and matte cardboard packaging, along with the print quality, conveys the excellence of the ingredients used and creates a look and attractive feel in the eyes of the consumer, highlighting the unique and refined taste of their desserts. The attention to detail incorporated in the package demonstrates the positioning of a brand of indulgence. Taste for refined products, pleasure and satisfaction are the hallmarks that define the trend for search for “indulgence without guilt” products (adding new attributes to lower rejection of items which are high in calories, fat etc., or reducing portion or package size), products with different flavors and textures (gourmet products), interactive products and exotic products that enable new sensory impulse and escape the everyday (HILL, 2010; REGO, 2010). Chocolates cause these feelings, especially when associated with superfruits like pomegranate, acai and raspberry, highly valued for their antioxidant properties. The company Brookside combines dark chocolate with these three fruits and utilizes a flexible package that can be self-sustaining (stand up pouch) or not, with a very attractive photo (Figure 5.5). FIGURE 5.5 Packages for indulgent products Source: Press Release Another good example of an “indulgence without guilt” product which used packaging resources to attract consumers is the Five line of ice cream from Häagen- Dazs, which, as its name implies, is made w​ ith only five ingredients: milk, heavy cream, sugar, egg yolks and ingredients that give it flavor (mint, vanilla, caramel etc.). Furthermore, the clean and refined layout of the package reflects the brand’s architecture and translates the concept of the new product (Figure 5.6). Hedonist consumption: Packages as a source of happiness