Brasil Pack Trends 2020

BrasilPackTrends2020 130 aesthetics and identity electrolytes for hydration during and after exercise, no artificial sweeteners, no preservatives, and with 75% fewer calories when compared to other beverages. The product is sold in individual portions, sachets, and each box contains six units (Figure 5.40). FIGURE 5.40 Product with the helper hero profile Source: Press Release Also in the context of health, we can find many packaging products with the words “no preservatives”, “no sugar added”, “no dairy”, “not genetically modified” etc. In this case, the consumer feels more attracted to the “no” and the “less” (better for you), and the positive aspects of the product are highlighted by the packaging which exercises power over the consumer’s purchase decision (Figure 5.41). According to ANVISA, this claim is also not permitted in Brazil, since the expressions are not found in current legislation (ANVISA 2012). An example of a domestic product oriented toward health is the functional beverage Body Light , from an industry in Santa Catarina, Max Wilhelm. The package is attractive and follows the needs and expectations of this alternative audience who cares about quality of life (Figure 5.42). The heat shrinkable label conveys the feeling of smoothness, the design communicates confidence and wellness and the colors identify the flavors, contributing to the distinction at the point of sale (SENSAÇÃO..., 2012). FIGURE 5.41 “Less” products ( better for you ) Source: Press Release FIGURE 5.42 Drinks with Fiber Source: Press Release Another way to explore packaging for healthy food and beverages is to draw or design one which resembles pharmaceuticals. This feature is named as a trend for products with active and functional ingredients (RAITHATHA, 2009). As an example we can mention the drink Protica Profect, sold in plastic bottles in the form of a pharmaceutical product containing 80 mL (Figure 5.43). Each vial provides a dose of 25 grams of hypoallergenic protein ready to drink, and in this case the package plays an important role in communicating the potential of the product. Raithatha (2009) states that this new approach can significantly increase the cost of the product and to meet the expectations of the consumer, apart from the convincing pack, the product must actually meet what was described on the label.