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PackTrends
2020
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aesthetics and identity
The new consumer has a bigger conscience,
bigger needs and always looks for information that
helps in purchase decisions (UNIVERSITY OF SÃO
PAULO, 2011). A deeper analysis which turns into an
essential tool for innovation in companies is to see the
consumer as a complete human being, with needs,
feelings and desires who expects to be satisfied with
the products chosen at the moment of purchase. He
searches an objective gratification, which positively
responds to his needs, and also subjective gratification,
which promotes feelings of realization, closeness and
emotional involvement (MESTRINER, 2012).
Some of these consumers demand products with
a higher aggregate value, with status symbols, which
show a sophisticated lifestyle. The
premiumization
of
products and, consequently, of the package reflects
this consumer demand for products of a higher quality,
associated with luxury, indulgence and hedonist
consumption. In the globalized world, the consumer
wants to be included, to feel part of the group, and
adopt a certain lifestyle. Personal identification with
the product or with the celebrity promoting it can create
this feeling of “being part of a group”.
Another lifestyle which deserves to be highlighted
and which moves the product and package market is
that which values quality of life and well-being, resulting
in the search of products which can bring some health
benefits, that show information on origin, which show
the quality aspects, with healthy and natural ingredients.
Styles which can be considered disconnected,
but which have the same effect – consumption, can find
that packages contribute significantly, transmitting,
communicating and connecting the product or the
brand to the consumer.
The package reflects the brand positioning in the
market, reinforces the consumer’s perception, transmits
security, stands out and appeals to the consumer by
means of aesthetic renovation of colors, shapes, images,
graphic designs etc., in an unequivocal sensational
stimulus. Aesthetic or aesthetically different packages
significantly increase the consumer’s reaction time and
awaken the immediate desire, independent of the price
(REIMANN; ZAICHKOWSKY; NEUHAUS et al., 2010).
Table 5.1 shows the featured trends, such as the
unfolding of the Aesthetics and Identity megatrend and
the possible contributions to packages.
5.1
PREMIUMIZATION
Luxury, Indulgence and Hedonistic Consumption
Luxury Packaging
The increase in middle class purchasing ability
in emerging markets and the valuing of consumption
for products with a better aggregate value allows for
the acquisition of new types of foods being packaged;
before they were seen as being very expensive and even
as an unnecessary luxury (SARANTÓPOULOS et al.,
2010). With consumer income being more available,
there has been a strong demand for premium products,
which reflects social position but at the same time
offer indulgence and satisfaction. A luxury product or
service gives distinction to who uses it, which in turn
gives pleasure, exclusivity, elegance, desire, rarity,
excellence, prestige and even need.
The Brazilian luxury market’s taxes have increased
from 20 – 25% in recent years due to a series of factors
such as the 2008 recession, the current situation in
the EuroZone and the enlarging of the Brazilian middle
class. Notwithstanding, Brazil still has a large resistance
to luxury products made outside its borders, impeding an
even larger growth in this sector (CESA, 2012).
Consumer demand for higher added value goods
reflects also onhigher quality productswithand indulgent