Food & Beverage - Packaging Trends - Brazil - July 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
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
New rules on nutritional labeling should impact the market
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
Several companies invest in recyclable packaging
Offering different packaging sizes is important
Attractive packaging boosts consumption of yogurt in China
MARKETING CAMPAIGNS AND ACTIONS
Big brands join in an international project for the use of fully reusable packaging
Figure 2: TerraCycle Introduces Loop
First plastic-free store in Brazil
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
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
Figure 5: Ragazoo and Sucos Naturebas campaign
Danoninho’s on-the-go packaging highlights the use of sachets
WHO’S INNOVATING?
Offering different packaging sizes is important
Figure 6: Launches of alcoholic and non-alcoholic beverages, by packaging size – Brazil and worldwide, January 2015-December 2018
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
Figure 8: Launches of food and beverages, by “recycling” and “ethical” claims, January 2015-December 2018
CASE STUDIES
Attractive packaging boosts consumption of yogurt in China
Figure 9: Terun products
Figure 10: LePur products
Coca-Cola’s customized and collectible packaging
Figure 11: Coca-Cola campaign
Figure 12: Coca-Cola campaign
Figure 13: Coca-Cola Zero Avengers, Thailand, May 2019
Figure 14: Coca-Cola BTS, South Korea, November 2018
Sustainable wine packaging facilitates delivery
Figure 15: Packaging images
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Clean label packaging can attract those who seek healthy products
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
Figure 17: Attributes, by online habits – Brazil, April 2019
Figure 18: Frustration-Free Packaging
Figure 19: Tide Eco-Box
Young women are more likely to be interested in on-the-go packaging
Figure 20: Attributes, by age group and gender – Brazil, April 2019
LABEL COMMUNICATION
Packages that extend expiration date can help consumers reduce waste
Figure 21: Label communication – Brazil, April 2019
Figure 22: Sainsbury’s new packaging
Figure 23: PlanticR packaging
Men are more likely to be interested in brand story and values
Figure 24: Label communication, by gender – Brazil, April 2019
Highlighting the origin of the ingredients appeals to those aged 35+
Figure 25: Label communication, by age group – Brazil, April 2019
Figure 26: Alkimia chocolate
PERCEPTION OF FOOD AND DRINK PACKAGING MATERIAL
Glass is the material most often associated with high quality
Figure 27: Correspondence analysis, perception of food and drink packaging material – Brazil, April 2019
Paper and cardboard are seen as sustainable and recyclable
Figure 28: Nescau new packaging
Plastic is seen as the most polluting material
Figure 29: Perception of food and drink packaging material, “polluting” – Brazil, April 2019
Figure 30: Deliveroo campaign
HABITS AND ATTITUDES TOWARD PACKAGING
Returnable packaging can be positioned as sustainable, not just economical
Figure 31: Habits and attitudes toward packaging – Brazil, April 2019
Figure 32: Coca-Cola campaign
Reusable packaging appeals to women aged 16-34
Figure 33: Habits and attitudes toward packaging, by gender and age group – Brazil, April 2019
Figure 34: Leite Moça collectible cans
Lack of information is one of the main reasons why Brazilians find it difficult to be more sustainable
Figure 35: Reasons for not maintaining sustainable habits – Brazil, April 2019
INTEREST IN FOOD AND BEVERAGE PACKAGING
Resealable packages appeal to consumers
Figure 36: Interest in food and beverage packaging – Brazil, April 2019
Unique designs to collect can stimulate those influenced by attractive packaging
Figure 37: Interest in food and beverage packaging, by attributes – Brazil, April 2019
Figure 38: Brahma campaign
Figure 39: Nescau special packaging
Figure 40: Coca-Cola lunch box
Packages with digital interaction information appeal to AB consumers
Figure 41: Interest in food and beverage packaging, by socioeconomic group – Brazil, April 2019
Figure 42: Desrotulando app
Figure 43: Unilever and SmartLabel campaign
APPENDIX – ABBREVIATIONS
Abbreviations