In research, the criteria for choosing a brand of food and drink are usually packaging, presence of the usual brand and price.

The search of people for a healthy life has been a trend without a return, as seen by the growing number of options aimed at this consumer, not just food, coupled with a greater awareness of the environment. This is the subject of a research conducted by Gfk, which reveals the consumption trends of the Brazilian for a healthy life.

Brazilians say they are consuming more iced tea, yogurts, smoothies and energy drinks, which are among the fastest growing drinks in the last 5 years. According to the research, the valuation of the product with healthy attributes is higher among Brazilians than the global average, and mainly seek to reduce or avoid sugar, salt, caffeine and carbohydrates in food. They also declare that they are consuming foods rich in fiber and enriched with vitamins and minerals.

The criteria for choosing a brand of food and drink are usually packaging, presence of the usual brand and price. There is a great appreciation of recyclable packaging, a label that is easy to read and understand, as well as access to nutritional information and the search for quality food.

One of the factors cited in the survey as important for brand choice is that it is always available at the points of purchase. This is Coca-Cola’s strategy for launching the new Del Valle 100% Juice (grape, orange and apple) and Home Orange bottles in 300 ml Pet bottles, with a higher volume compared to the previous 2250 ml bottle.

“The novelty is that the products are also distributed in restaurants, hortifrútis, and places outside the conventional shelf, with snack areas and for the first time we are also on the cold shelves,” says Ana Carolina Curi, brand manager Dell Valle .

The new packaging uses the hot fill process, which eliminates the need to add preservatives to the product. The sleeve label covers the entire package and its dark color highlights the product on the gondola and gives a premium identity to the design developed by the British agency Taxi Studio based in Bristol, UK, in partnership with the global design team of the Coca-Cola Company . Preforms are produced by EngePack and labels by XYPD.

By: Elaine Rocha

Available in the EmbaNews Magazine of May.