Packaging Becomes Strategic in the Dairy Industry
Packaging in the dairy industry has evolved beyond its traditional role of protecting products. It now plays a strategic role in influencing consumer purchasing decisions and meeting regulatory requirements, as well as positioning brands in a competitive market. According to Dr. Ana Carolina Moura de Sena Aquino from the Federal University of Sergipe, packaging acts as the 'silent salesperson' for dairy products, fulfilling essential functions such as protection, communication, and brand positioning.
Protection remains a fundamental function, especially for perishable dairy products that require packaging to preserve sensory characteristics and ensure microbiological safety by shielding against light, oxygen, and temperature variations. In terms of communication, packaging serves as the primary channel between the industry and consumers, providing mandatory information and guiding consumer choices.
Brand positioning is achieved through design elements like color, typography, and material, which communicate brand values. Dr. Aquino emphasizes that packaging should clearly convey ingredients, nutritional information, expiration dates, and claims, while also reflecting the brand's values. This is increasingly important as consumers become more conscious of health, product origin, and environmental impact.
Recent trends in dairy packaging include individual packaging, on-the-go formats, and more practical solutions that cater to convenience and portion control. Regulatory changes have also impacted the industry, with significant updates to nutritional labeling requirements. Brazil's Anvisa introduced RDC No. 429/2020 and Normative Instruction No. 75/2020, mandating front-of-pack labeling that highlights high levels of added sugars, saturated fats, and sodium with a magnifying glass symbol. This change affects categories like flavored yogurts, dairy drinks, and desserts and influences consumer perception.
The standardization of nutritional tables, requiring a white background and black text with detailed information, facilitates product comparison but demands greater accuracy from manufacturers. Proper use of nutritional claims, such as 'no added sugars' or 'source of protein,' can add value and meet consumer expectations.
The issue of product naming has also sparked discussions, particularly regarding dairy substitutes and blends, which must use clear and unambiguous nomenclature to avoid misleading consumers. Despite stricter regulations, packaging remains a key area for innovation. Functional packaging solutions, such as flexible packaging and single-serve portions, are gaining popularity, alongside sustainability efforts to reduce materials and use recyclable packaging.
In this context, packaging not only communicates the product but also the brand's commitments. Strategic design and storytelling are crucial, even with standardized mandatory elements, allowing brands with consistent design and clear communication to stand out on shelves and connect with consumers. This democratization of innovation is vital for regional dairies competing with large brands, where even small adjustments can have a significant impact.
