Brasil Pack Trends 2020

BrasilPackTrends2020 128 aesthetics and identity FIGURE 5.35 Fresh products ready to consumption Source: Press Release FIGURE 5.36 Products with sauce and cereals Source: Press Release Despite the wide availability of fruits and vegetables in Brazil, these ready for consumption products are still in short supply, but the change in life-style of the population and lack of time for food preparation is guiding us in that direction. In 2010, the company Fugini launched the Fruta Pronta product line, consisting of pieces of fruit in syrup packed in sterilized plastic pots. Each package contains a single serving of 113 grams sold in two portions (FRUTAS.., 2010). The Hawaiian Dole Food Company for years has in its portfolio canned natural fruit juice, also using sterilized plastic packages, but the brand emphasizes that the product is “all natural” and without artificial sweeteners (Figure 5.37). FIGURE 5.37 Fruits in syrup for quick consumption Source: Press Release Still in the natural aspect can observe an overlap of concepts among consumers regarding the products “organic” and “natural”. According to Decree No. 6323 of 27 December 2007, the organic agricultural production is one in which they adopt specific techniques by optimizing the use of natural and socioeconomic resources available and respect for cultural integrity of rural communities, aiming at economic and ecological sustainability, maximizing social benefits, minimizing dependence on non-renewable energy, using, where possible, cultural, biological and mechanical methods (BRASIL, 2007). Thus, it is possyble to say that the concept of organic food is quite broad and its principles are related to health issues, environmental and social. In the market for organic products, innovative packages don’t prevail and few products have different or unique packages, an aspect that could be better explored by segment. Among these products we can mention the mascara Organic Wear by Physicians Formula displaying the colors and format that refer to the environment. The color of the tube resembles recycled papers and the cover is shaped like leaves. Another example is a Spanish balsamic vinegar, LA Organics, marketed in glass packages produced on a small scale and therefore costly (EMBALAGENS.... 2012) (Figure 5.38).