Dynamics of Brazilian homes
The dynamics of families is changing, with increasingly smaller homes and more intense routines in urban centers. Euromonitor data indicate that in the last 20 years, there has been a 332% increase in households with only one resident.
In addition, the participation of women in the labor market, which grew by 112% in the same period, has been reducing their available time at home and demanding convenience and practicality in everyday life.
This scenario is opening doors to new product categories in the form of snacks and ready meals whose projected growth rates are 4,2% and 1,4% per year until 2021.
Differentiation between brands
It opens up, then, space for experimentation of products that can address these new demands and packaging starts to play a fundamental role in differentiating between brands. Take for example the yogurt segment.
Traditionally, the category has always been sold in large packages in order to offer good value for the whole family or in smaller packages for children to eat with spoons.
However, these formats become quite inconvenient for consumption. on-the-go, that is, when taking and consuming the product on the way to work or school.
However, there are already innovations on the market that aim to bring this practicality to the consumer.
A good example is the launch of Danone, Danoninho Para Levar, which brings the same yogurt of the brand in a pouch which contains an aluminum layer allowing the product to stay out of refrigeration for up to five hours - ideal for children's lunch box.
Consumer packaging convenience
And practicality needs to be considered throughout the consumption process, from storage to serving and consuming. For example, there is no point in bringing a delicious ready-to-eat meal that can be taken to work, but which requires the consumer to bring the utensils.
Sodebo illustrates this example very well, its Pasta Box offers the consumer a package that can be taken to the microwave and cutlery so that the product can be consumed.
Companies need to think about packaging that brings the complete experience.
As product manufacturers struggle to maintain their customer bases in the downturn, creating new consumption opportunities is a key element in sustaining sustainable performance.
In this sense, offering convenience through packaging can be a differentiating factor.
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Source: Euromonitor Blog.
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