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Brasil
PackTrends
2020
96
convenience and simplicity
“See it to believe it”
PICTURE 4.19
Ease of product visualization
Source: Press Release
PICTURE 4.20
Anti-fog package
Source: Press Release
One of the many ways of functional design is
the package that allows visualization of the product.
An example of this, in the English market, was the
use of clear plastic packages for ready-made soups.
Traditionally, ready-made soups were dry and sold in
sachets or cans, with the advantage of a long shelf life.
More recently, clear plastic packages (Picture 4.19)
have taken the lead, allowing the consumer a clear view
of what he will eat, making appearance an important
factor in choosing a brand and a product (HILL 2010).
This function can also be observed in Cryovac’s
Mirabella fresh meat packages (Picture 4.20). The system
is made of two films: one used for tray sealing, with anti-
fogging and high oxygen barrier properties; and another
internal film, that besides avoiding the meat contacting
the seal, has a high permeability to oxygen, avoiding the
darkening of the meat, as it keeps a high concentration of
oxygen in the modified atmosphere inside of the package.
At the final step of its lifecycle, packages must
be easy to dispose and, moreover, in a way that is best
for the environment. This characteristic can influence
the consumer in the purchase decision, given the
increase in recycling and the need to reduce household
waste volumes (HILL, 2010). Many current consumers
are aware of how likely packages are to be recycled,
showing a pattern in the consumer’s point of view
(DODDS, 2008).
Already on the market, an example that focuses
on disposal and recycling is Crystal mineral water, from
Coca-Cola. It comes in an Eco bottle (Picture 4.18),
that, besides its material reduction appeal (20% less
PET than previous bottles) and using PlantBottle
technology (with up to 30% of the main materials from
sugar cane), it boasts a 37% reduction of its initial
volume after its twisting.
PICTURE 4.18
Packages with a reduced
discard volume
Ease of disposal and recycling
Source: Press Release