Brasil Pack Trends 2020

BrasilPackTrends2020 72 package trends • Food Packaging: Brazil (FOOD..., 2008): study performed by Euromonitor that highlights influence factors and trends of the packaging sector for different categories of beverages (Soft drinks, Alcoholic drinks, Hot drinks), materials and package types (Metal, Rigid Plastic, Glass, Liquid Cartons, Paper- based containers, Flexible packaging, Closures, Multipacks, Returnables). • 2020 Future Value Chain: Building Strategies for the New Decade (2020 FUTURE..., 2011): document elaborated by The Consumer Goods Forum and Capgemini, HP and Microsoft. It presents a vision about the future of the consumer goods market. These documents were selected in order to obtain a comprehensive view of consumer goods market trends and also of trends related to packaging supply chain, since the package is an input of the main industries analyzed in the study, namely: food, beverages, personal care and health care. 3.2 THE PACKAGE TRENDS MAPPING Through comparative analysis, we identified common trends highlighted in many documents analyzed, which were classified into five major groups called package megatrends (Chart 3.1). The creation of these five megatrends aims to provide a framework for the analysis of trends and innovations in the sector, in a more organized and systematic way. 3.3 CONVENIENCE AND SIMPLICITY The modern consumer values products that make daily life easier and that allow time saving. Translating it into the development of packages, this desire means: ease of opening, possibility of resealing, ease and simplicity of preparation, use of product and disposal of the package, portability for consumption on-the-go, at any place at any time. The package should play this role for everyone, not just the elderly and children. The package should reduce waste, minimize risks. The consumer interacts with the package in many ways, from the choice at the time of purchase, during the product consumption, until the time of disposal. The package development must consider these aspects in order to facilitate such interaction. Thus, the package must be functional and uncomplicated. Universal design principles should be applied to the package: convenient use, intuitive and simple; discernible information, graphic and structural design; equitable utilization, in other words, the package should be used by people with different abilities. The package must also meet the market segmentation. The increased number of households with only one person and the increasingly troubled urban life have created a demand for products in individual portions, especially in the case of foods and beverages. Beyond that, there is also the economic issue, because this type of packages allows smaller outlay and different consumer options in the case of households with more than one person, in other words, each individual of the residence can choose what they want to consume. The consumer has experienced rapid social and behavioral changes, and is aware, has greater exigency level and constantly seeks objective information to aid in purchase decisions. This information comes directly from the package or from the interaction that it favors through interactivity tools, because the consumer has easy access to the internet through smart phones since the moment of purchase. Manufacturers and users of packages should be aware of these trends, so their packages will be able to meet these new consumers, with their lifestyle.