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Brasil
PackTrends
2020
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.