Table of Contents
Executive Summary
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- Challenges
- Ban on plastic straws raises the question of sustainability
- Brazil has high waste production and limited recycling rates
- High level of food waste impacts businesses and consumers
- Opportunities
- Clean label packaging can attract those who seek healthy products
- Products can invest in sustainability to stand out
- Glass is the material more often associated with high quality
- Packages with digital interaction information appeal to AB consumers
- What we think
Market Drivers
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- New rules on nutritional labeling should impact the market
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- Figure 1: Models of nutritional labeling being evaluated by Anvisa
- Ban on plastic straws raises the question of sustainability
- High level of food waste impacts businesses and consumers
- Brazil has high waste production and limited recycling rates
- Health problems influence what type of information Brazilians look for on packaging
- Reduction of Brazilian families impact packaging portions and design
- Ecommerce and delivery services influence food and drinks packaging
Key Players – What you need to know
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- Several companies invest in recyclable packaging
- Offering different packaging sizes is important
- Attractive packaging boosts consumption of yogurt in China
Marketing Campaigns and Actions
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- Big brands join in an international project for the use of fully reusable packaging
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- Figure 2: TerraCycle Introduces Loop
- First plastic-free store in Brazil
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- Figure 3: Mappei store
- Ambev launches canned versions of beers used to be sold only in glass
- Ben & Jerry’s pledges to ban the use of plastic
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- Figure 4: Ben & Jerry’s and WWF campaign
- Coca-Cola announces a major investment in returnable packaging
- Letti invests in transparent packaging
- Cheetos launches Halloween special packaging
- Mate Leão invests in capsule format
- Ragazzo launches plantable cups
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- Figure 5: Ragazoo and Sucos Naturebas campaign
- Danoninho’s on-the-go packaging highlights the use of sachets
Who’s Innovating?
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- Offering different packaging sizes is important
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- Figure 6: Launches of alcoholic and non-alcoholic beverages, by packaging size – Brazil and worldwide, January 2015-December 2018
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- Figure 7: Launches of food, by packaging size – Brazil and worldwide, January 2015-December 2018
- Sustainable packaging made with a nonpolluting material appeals to Brazilians
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- Figure 8: Launches of food and beverages, by “recycling” and “ethical” claims, January 2015-December 2018
Case Studies
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- Attractive packaging boosts consumption of yogurt in China
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- Figure 9: Terun products
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- Figure 10: LePur products
- Coca-Cola’s customized and collectible packaging
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- Figure 11: Coca-Cola campaign
- Figure 12: Coca-Cola campaign
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- Figure 13: Coca-Cola Zero Avengers, Thailand, May 2019
- Figure 14: Coca-Cola BTS, South Korea, November 2018
- Sustainable wine packaging facilitates delivery
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- Figure 15: Packaging images
The Consumer – What You Need to Know
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- Clean label packaging can attract those who seek healthy products
- Packages that extend expiration date can help consumers reduce waste
- Glass is the material most often associated with high quality
- Lack of information is one of the main reasons why Brazilians find it difficult to be more sustainable
- Packages with digital interaction information appeal to AB consumers
Attributes
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- Clean label packaging can attract those who seek healthy products
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- Figure 16: Attributes, by interest in food and beverage packaging – Brazil, April 2019
- Sustainable products have greater appeal among Brazilians who buy food and drinks online
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- Figure 17: Attributes, by online habits – Brazil, April 2019
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- Figure 18: Frustration-Free Packaging
- Figure 19: Tide Eco-Box
- Young women are more likely to be interested in on-the-go packaging
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- Figure 20: Attributes, by age group and gender – Brazil, April 2019
Label Communication
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- Packages that extend expiration date can help consumers reduce waste
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- Figure 21: Label communication – Brazil, April 2019
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- Figure 22: Sainsbury’s new packaging
- Figure 23: PlanticR packaging
- Men are more likely to be interested in brand story and values
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- Figure 24: Label communication, by gender – Brazil, April 2019
- Highlighting the origin of the ingredients appeals to those aged 35+
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- Figure 25: Label communication, by age group – Brazil, April 2019
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- Figure 26: Alkimia chocolate
Perception of Food and Drink Packaging Material
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- Glass is the material most often associated with high quality
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- Figure 27: Correspondence analysis, perception of food and drink packaging material – Brazil, April 2019
- Paper and cardboard are seen as sustainable and recyclable
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- Figure 28: Nescau new packaging
- Plastic is seen as the most polluting material
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- Figure 29: Perception of food and drink packaging material, “polluting” – Brazil, April 2019
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- Figure 30: Deliveroo campaign
Habits and Attitudes toward Packaging
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- Returnable packaging can be positioned as sustainable, not just economical
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- Figure 31: Habits and attitudes toward packaging – Brazil, April 2019
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- Figure 32: Coca-Cola campaign
- Reusable packaging appeals to women aged 16-34
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- Figure 33: Habits and attitudes toward packaging, by gender and age group – Brazil, April 2019
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- Figure 34: Leite Moça collectible cans
- Lack of information is one of the main reasons why Brazilians find it difficult to be more sustainable
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- Figure 35: Reasons for not maintaining sustainable habits – Brazil, April 2019
Interest in Food and Beverage Packaging
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- Resealable packages appeal to consumers
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- Figure 36: Interest in food and beverage packaging – Brazil, April 2019
- Unique designs to collect can stimulate those influenced by attractive packaging
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- Figure 37: Interest in food and beverage packaging, by attributes – Brazil, April 2019
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- Figure 38: Brahma campaign
- Figure 39: Nescau special packaging
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- Figure 40: Coca-Cola lunch box
- Packages with digital interaction information appeal to AB consumers
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- Figure 41: Interest in food and beverage packaging, by socioeconomic group – Brazil, April 2019
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- Figure 42: Desrotulando app
- Figure 43: Unilever and SmartLabel campaign
Appendix – Abbreviations
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- Abbreviations
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