Brasil Pack Trends 2020

BrasilPackTrends2020 126 aesthetics and identity 5.4 LIFE-STYLE PACKAGING – Natural, Safe and Handmade There is no doubt about the importance of the development of productive and industrialization procedures in the evolutionary process of humanity. Products are more readily available to people with more affordable costs due to large-scale production, with established quality standards. However, one can see that many current consumers search for a return to traditions: the memory of Grandma’s recipes, the good times, the handmade, the natural, the simple, the return to traditional techniques of production, small scale manufacturing. In this sense, the industry must be aware of opportunities in each sector, whether it is from food and beverages, or other products. Factors such as aging, scientific discoveries which link certain diets to disease, as well as income and life in big cities are influencing the pursuit of a healthier life-style, not only for the purpose of weight loss, but also spiritual, mental and emotional health through nutrition. In addition to eating, the quest for well-being is also a life-style. According to Lynn Dornblaser, Mintel (2012), 63% of American consumers were concerned about what they buy and 46% would like to find more recipes presented on packages. Brazilians also were concerned about what they consume in the survey by Fiesp / Ibope in 2010 (O PERFIL..., 2010), when 45% of respondents who were overweight said they were seeking a healthier diet. Women older than 45 years showed great concern for the health, being able to motivate deeper dietary changes. For consumers, natural products are synonymous with what does not cause harm. In other words, something that is natural is considered healthier. Even though this is not always true, what consumers believe is important for the food industry. Therefore, everything that relates to natural is noteworthy and of use. Consumers also value the natural preparation and preservation processes that protect ingredients and their nutritional qualities. There is still no legislation defining or regulating the products marketed as natural, but this is an inevitable process for national and international organizations, so that the appeal of these products is 100% reliable. The natural denomination represents products without preservatives, colorings, sweeteners or artificial flavorings, without chemical additives and without hydrogenated fats, minimally processed and not irradiated (REGO, 2010). However, in Brazil, the use of expressions such as “natural product” is not permitted by the Brazilian Sanitary Surveillance Agency (ANVISA) as they are not already accounted for in existing legislation and may lead consumers to mistake the true nature of the product. According to the institution, the Brazilian legislation in the food sector is good, so what is not in it, is not allowed to be used in food (ANVISA, 2012). In other countries, the focus of the information contained in the package is the inherent quality of the product, and the appeals more clearly describe specific attributes, for example, contains no additives, vitamin fortified, information around the word natural (all natural or 100% natural). Another approach used abroad is to explain what the product contains what the ingredients are and where they came from; for example, if it contains biodegradable surfactants derived from coconut or lecithin emulsifier derived from soy (DORNBLASER, 2012). Generally, the word natural can mean many things, but the most important is that the information contained in it must be clear, consistent and transparent (Figure 5.32). The company Belvoir Fruit Farms has a line of 100% natural beverages with the following appeal: “We press real fruits and cook ginger and lemongrass here on the farm, to ensure that our drinks have a real taste as if they were homemade”. (HILL, 2010). Thus, the package must convey this message to the consumer. To do this, an exclusive glass bottle was developed, with relief details, a paper tamper evident seal on the lid and a hand drawn typography in order to create a highly distinticve “homemade” look and feel (Figure 5.33).