126 / 231
Brasil
PackTrends
2020
126
aesthetics and identity
5.4 LIFE-STYLE PACKAGING – Natural, Safe and Handmade
There is no doubt about the importance of
the development of productive and industrialization
procedures in the evolutionary process of humanity.
Products are more readily available to people with
more affordable costs due to large-scale production,
with established quality standards. However, one can
see that many current consumers search for a return
to traditions: the memory of Grandma’s recipes, the
good times, the handmade, the natural, the simple, the
return to traditional techniques of production, small
scale manufacturing. In this sense, the industry must
be aware of opportunities in each sector, whether it is
from food and beverages, or other products.
Factors such as aging, scientific discoveries which
link certain diets to disease, as well as income and life
in big cities are influencing the pursuit of a healthier
life-style, not only for the purpose of weight loss, but
also spiritual, mental and emotional health through
nutrition. In addition to eating, the quest for well-being
is also a life-style. According to Lynn Dornblaser, Mintel
(2012), 63% of American consumers were concerned
about what they buy and 46% would like to find more
recipes presented on packages. Brazilians also were
concerned about what they consume in the survey by
Fiesp / Ibope in 2010 (O PERFIL..., 2010), when 45%
of respondents who were overweight said they were
seeking a healthier diet. Women older than 45 years
showed great concern for the health, being able to
motivate deeper dietary changes.
For consumers, natural products are synonymous
with what does not cause harm. In other words,
something that is natural is considered healthier.
Even though this is not always true, what consumers
believe is important for the food industry. Therefore,
everything that relates to natural is noteworthy and of
use. Consumers also value the natural preparation and
preservation processes that protect ingredients and
their nutritional qualities.
There is still no legislation defining or
regulating the products marketed as natural, but this
is an inevitable process for national and international
organizations, so that the appeal of these products is
100% reliable. The natural denomination represents
products without preservatives, colorings, sweeteners
or artificial flavorings, without chemical additives
and without hydrogenated fats, minimally processed
and not irradiated (REGO, 2010). However, in Brazil,
the use of expressions such as “natural product” is
not permitted by the
Brazilian Sanitary Surveillance
Agency
(ANVISA) as they are not already accounted
for in existing legislation and may lead consumers to
mistake the true nature of the product. According to
the institution, the Brazilian legislation in the food
sector is good, so what is not in it, is not allowed to be
used in food (ANVISA, 2012).
In other countries, the focus of the information
contained in the package is the inherent quality of
the product, and the appeals more clearly describe
specific attributes, for example, contains no additives,
vitamin fortified, information around the word natural
(all natural or 100% natural). Another approach used
abroad is to explain what the product contains what
the ingredients are and where they came from; for
example, if it contains biodegradable surfactants derived
from coconut or lecithin emulsifier derived from soy
(DORNBLASER, 2012).
Generally, the word natural can mean many
things, but the most important is that the information
contained in it must be clear, consistent and transparent
(Figure 5.32).
The company Belvoir Fruit Farms has a line of
100% natural beverages with the following appeal: “We
press real fruits and cook ginger and lemongrass here
on the farm, to ensure that our drinks have a real taste
as if they were homemade”. (HILL, 2010). Thus, the
package must convey this message to the consumer. To
do this, an exclusive glass bottle was developed, with
relief details, a paper tamper evident seal on the lid
and a hand drawn typography in order to create a highly
distinticve “homemade” look and feel (Figure 5.33).