Since the beginning of 2018 there have been expectations of recovery in the Brazilian economy after the crisis. However, no such general recovery has yet been seen: while some products were already registering faster growth in 2018, others were struggling to turn around a declining trend.
Despite accounting for the biggest share of packaged food packaging units in 2018, dairy packaging witnessed little innovation in recent years. Dominated by sales of shelf stable milk and yoghurt, much of the innovation in packaging – if any – relied on portfolio extensions through new sizes.
As the decline in beer sales was less marked in 2018 and local wine sales were showing signs of recovery, glass manufacturers in Brazil were coming under pressure due to their limited production capacities, leading to a shortage of this packaging type in the marketplace. Because of the lack of glass bottles this resulted in growth of metal beverage cans.
While many fast-moving consumer goods manufacturers are looking for ways to increase profit margins and reduce costs by adapting packaging, in beauty and personal care many products are seeing the opposite trend: investing in premium appearance through high-quality packaging. This is the case in fragrances, where more robust glass packaging with intricate patterns is preferred among consumers.
As consumers had to rethink many of their purchasing decisions during the crisis, the cost-benefit ratio became a key area of attention. While the pack polarisation movement is not over – with smaller pack sizes benefitting trials in new categories and offering greater affordability for premium products – family-sized home care products remain resilient even with the first signs of a post-crisis recovery.
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Discover the latest market trends and uncover sources of future market growth for the Packaging industry in Brazil with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaging market research database.