Brasil Pack Trends 2020

BrasilPackTrends2020 129 aesthetics and identity FIGURE 5.38 Organic Products Source: Press Release Consumers are more concerned about the health and seek to improve their diet, either by experiencing a disease in the family, or in their own life to realize the need for change. Nowadays, for example, drinks are not only bottled water and cans of soda, the development of drinks with added vitamins and other nutrients is an important area within that industry (VISIOGAIN, 2012). Thus, the benefits related to the trend of health and wellness in life also move the consumer industry. In this context, the company TheWell @ GSW, which works with market research in the area of health and wellness, brought the concept of the health heroes, trying to associate the image of the heroes we know with how companies direct their marketing. The goal is to solve the dilemmas of welfare for consumers, connecting them with brands with healthy intentions, gaining their loyalty and affection. Five figures or profiles were elected to illustrate how brands and their products can be classified according to their attitude toward the consumer, namely, discoverer (The Pathfinder), Inspector (The Mystery Solver), immediate (A Hero in the moment), employee (Action Hero) and help (The Helper Hero). Each company has the profile of a hero to define the sales strategy (Goffe, 2012). A selling strategy does not always depend on the package, as is the case with the brands or products in the inspector profile, which use other tools such as research sites, to attract the consumer, and with employee profiles, seeking partnerships to supply their products to schools, for example. Another example is the brand or product with the immediate profile, which centralizes its stake in consumption on the go by investing in products for vending machine. The ready meals from London based company, Scratch Meals, can be considered examples of products with the pathfinder profiles, i.e. one who has the courage to explore a new market. The product came in 2010, first in free markets and trade in natural products, and proposes food consumption which is 100% natural, has no additives or preservatives and is balanced, locally sourced and prepared by hand. The consumer prepares his own food following the recipe that comes on the back of the pack as a draft handwritten (scratch) and packages are recycled PET, allowing you to view all the ingredients, so that the card surrounding the tray relates to a purchase performed in fairs, markets or warehouses and grocery stores (Figure 5.39). FIGURE 5.39 Product with the pathfinder profile Source: Press Release The product with the helper hero profile enables a new combination, a new option as one product combined with another to do well. An example of a product with helper hero profile is the flavoring for water from Kraft Foods, called Crystal Light, which contains