Packaging in 2025: the big picture
In 2025, packaging volumes in Brazil grew across almost every consumer goods industry, supported by a resilient economy, rising purchasing power and the steady expansion of ready-to-drink, convenience and premium product ranges. The recovery was broad but uneven in pace: soft drinks packaging rose by 5% to 41 billion units, beauty and personal care firmed by 1% to 18.9 billion units, home care advanced by 2% to 6.9 billion units, and dog and cat food grew by 5% to around 2.3 billion units. Within packaged food, the largest industry by units, dairy rose by 2% to 27.7 billion units as domestic milk output expanded.
2025 key trends
The dominant theme of 2025 was the convergence of sustainability and regulation. With the new plastic reverse-logistics decree setting binding recovery and recycled content targets from 2026, producers across categories accelerated the shift towards recyclable mono-material designs, higher recycled content and cleaner end-of-life recovery ahead of any enforcement. Brand-led action reinforced the move. Nestlé took its KitKat range into 100% recycled packaging, Heinz converted its squeezable bottles to 30% recycled PET, and O Boticário and Natura scaled refill systems and reverse-logistics schemes that cut plastic use across beauty and personal care.
Renewable cartons and recycled-content bottles reshape a growing food packaging market
Food packaging grew across most categories in 2025, led by dairy, Brazil's largest food packaging category by units, which rose 2% to 27.7 billion units as milk output expanded. The dairy category is split between rigid plastic, including PET and HDPE bottles and thin wall pots, and liquid cartons, the default for shelf-stable UHT milk. Investment reinforced both leading formats: Piracanjuba confirmed a BRL612 million integrated dairy complex in Paraná, while Tetra Pak advanced a paper-based aseptic carton that replaces the aluminium foil layer and lifts renewable-material content to around 90%.
Rigid plastic holds firm in soft drinks as glass and metal cans lead growth
Soft drinks packaging extended its growth in 2025, with total retail volumes rising 5% to 41 billion units, up from 39 billion units in 2024. Growth was supported by warm-weather demand for ready-to-drink and on-the-go beverages. Rigid plastic, overwhelmingly PET bottles, remained dominant, anchoring carbonates, and bottled water, with lightweighting and rising recycled content helping to contain costs and improve recyclability.
Aluminium cans dominate alcoholic drinks as recycling leadership underpins the market
Alcoholic drinks packaging saw total retail volumes fall by 4% to 34.7 billion units as consumers turned more cautious on spending. Metal was overwhelmingly the largest pack type group at 23.1 billion units, almost entirely aluminium beverage cans used for beer, reflecting a structural move from returnable glass to cans over the past decade. Rigid plastic was the fastest-growing group from a small base.
Refill formats and premium glass reshape beauty and personal care
Beauty and personal care packaging edged higher in 2025, with total retail volumes rising 1% to 18.9 billion units as the market balanced steady demand against rising refill adoption. Rigid plastic remained the largest group, led by HDPE bottles and squeezable plastic tubes, with flexible packaging close behind. Glass was the best-performing pack type, as premiumisation advanced in fragrances and skin care, while stand-up pouches surged as refill formats expanded.
PET bottles and refill pouches drive a growing home care market
Home care packaging grew in 2025, with total retail volumes rising 2% to 6.9 billion units, supported by population growth, urbanisation and evolving cleaning habits. Rigid plastic was overwhelmingly dominant and the fastest-growing pack type, reflecting the ubiquity of HDPE bottles across laundry, bleach and surface care and the rapid expansion of PET bottles in dishwashing and fabric softeners. Flexible packaging and paper-based containers both contracted as folding cartons and flexible plastic ceded share to lower-cost, recyclable bottles.
Pouches and thin wall containers transform pet food packaging
Dog and cat food packaging recorded strong growth in 2025, rising 5% to around 2.3 billion units, driven by pet humanisation, urban consumer preferences and rising demand for premium products. Flexible packaging remained the leading pack type, valued for its cost-effectiveness, light weight and versatility, and for the smaller pack sizes that support affordability under economic pressure.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of packaging types.
If you're in the Packaging industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Packaging in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Packaging in Brazil?
- Which are the major pack types and how are they performing in Brazil?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Brazil?
- Where is future growth expected to be most significant?
Packaging Industry in Brazil
Packaging in 2025: the big picture
2025 key trends
Renewable cartons and recycled-content bottles reshape a growing food packaging market
Rigid plastic holds firm in soft drinks as glass and metal cans lead growth
Aluminium cans dominate alcoholic drinks as recycling leadership underpins the market
Refill formats and premium glass reshape beauty and personal care
PET bottles and refill pouches drive a growing home care market
Pouches and thin wall containers transform pet food packaging
Brazil institutes a mandatory reverse-logistics system for plastic packaging
Binding recovery and recycled content targets take effect from 2026
Producer responsibility reshapes packaging across the consumer goods industries
World-leading aluminium recycling and rising recycled PET anchor circular progress
Renewable-fibre cartons advance as flexible film faces recyclability scrutiny
Refill systems and recycled content reshape beauty, home care and pet food
Country Reports Disclaimer
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and Seafood Substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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