packaging trends

It is not new that the consumer is influenced by what he sees on supermarket shelves and on the shelves of pharmacies and perfumeries. Behavioral studies show that visual elements such as colors, the layout and format of the packaging and the way they are displayed are factors that motivate the purchase of a product.

The survey “The Right Time to Activate the Shopper”, released by Nielsen, shows that, on average, 70% of purchase decisions are made in front of the shelf, and that the shopper (buyer) spends 15 seconds in supermarket aisles and gives attention of just 1,6 seconds to each visual stimulus. The research also points out that, among the triggers of those planning a purchase, are the brand (54%), the quantity (18%) and the variety of a product (16%). The size of the package and how much you intended to spend are equally important for the consumer (13%), followed by the type of package (11%).

For products that require low purchase planning such as chocolate bars, yogurts, cheeses, biscuits and tomato sauces, packaging can encourage impulse buying.

In the category of products with high planning, such as toilet paper, toothpaste, deodorants, soaps, diapers, laundry soap, coffee, meats and margarines, the shopper is more sensitive to price changes, but less prone to sudden change of brands , remaining in its range of well-known brands.

In this way, packaging evolves to follow the consumer profile, such as yogurt bottles replaced by cups for the young public, plastic and non-glass cups for cream cheese that are stackable and prevent breakage, and stand-up pouch stand-up plastic) for tomato products instead of cans, for consumers looking for practicality and lighter packaging.

 Healthier lifestyle habits

The search for healthier lifestyle habits also influences the range of products and launches, in order to contribute to maintaining the health and well-being of consumers. The packaging of these products, in turn, follows the line of differentiation, with a more modern and colorful design.

Examples include margarine, yogurt, cottage cheese and ice cream in “light” and “zero fat” versions, lactose-free, gluten-free and vegan products for those with dietary restrictions or who do not consume food and products of animal origin.

Another trend is the “premiunization” of products, which creates more striking and interactive experiences, with the combination of flavors and aromas that are different from the traditional ones and coordinated with sophisticated packaging.

A growing movement in recent years has been the reduction in the size of packages and the increase in individual portions, due to the number of single people or people who live alone and want to avoid waste.

economical packaging

However, especially in Brazil, even with several product options in smaller quantities, many consumers still prefer packages considered “economical”, with 1 kilo, 2,5 liters and 5 liters, due to the cost-benefit ratio.

The use of new technologies in packaging brings practicality and convenience to the consumer, and even increases the shelf life of products, such as the resealable technology (“opens and closes”) for cold foods, “microwaveable” materials that can be heated in the microwave and the film that can be put in the oven because it makes it possible to cook meat in its own packaging.

Regardless of the direction that life habits follow, the consumer will continue to be the main target to be reached, both with new products and packaging, so that he has more convenience and advantages to then have his needs met and continue shopping.

 By: Priscila Troian.

Source: Packaging and Brand.

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