Brasil Pack Trends 2020

BrasilPackTrends2020 117 aesthetics and identity FIGURE 5.12 Packages for perfumes for unique and exclusive shapes Source: Press Release As with the cosmetic market , the search for unique and differentiated shapes is a strong trend in other package category to ensure the recovery of the product, attract consumer attention at point of sale and the brand successful. Although the food and beverage market avoids heavy investments in new package developments, due to lower profit margin and higher turnover of product, betting that direction ends up being a resource against a backdrop of reduced funding for advertising (FORÇA visível.., 2011). Premiumization stimulates the development of new and attractive packaging for food and beverages. The packaging innovation, in turn, plays a fundamental role in influencing the purchase decision. To meet a specific market demand, the shape of the package can be developed with the objective to explore the sophistication and luxury of some product categories. Attractive and modern options, differentiated by the shape and aesthetically pleasing also have been the target of many developments in various segments of packaging in the world market (INNOVATIONS.., 2010). Premium fruit uice category is also betting on different ways to increase brand recognition. Examples include packages from French company Pére Juice that mimic the shape of a pear to emphasize that the product is 100% natural; from Gloji, an energy drink based on Goji Berry, an exotic fruit from China, which at first seems like a perfume, and which bet on a different shape to reflect the natural quality, the absence of artificial additives and the product energetic properties ; and the example of POM Wonderful 100% natural pomegranate with its unique format, which refers to pomegranate and demonstrates the brand’s personality for not being a usual product (GLOJI, 2012; ROLL GLOBAL, 2012; SUNRISE PACKAGING, 2012) (Figure 5.13). Differentiation can also be used in the fresh products line. American company Live Gourmet, with its package in the shape of at Squircle (a square and a circle) in addition to achieving greater visual prominence to its products, made gains in space optimization, improvements in its automatic packaging system and even provided easy handling and closing to the consumer (Figure 5.13). FIGURE 5.13 Packages with distinct shapes to represent premium and natural Source: Press Release