Packaging in 2024: The big picture
In 2024, Brazil’s packaging market experienced strong growth across a number of industries, such as soft drinks, food and beauty and personal care, driven by shifting consumer behaviour, expanding product categories and accelerating sustainability demands. In soft drinks, rising urbanisation, demand for ready-to-drink formats and adoption of smart, traceability-enhancing technologies supported increased use of single-serve bottles and cans, while long-standing regulations such as the National Policy on Solid Wastes and Extended Producer Responsibility reinforced the shift towards recyclable and biodegradable materials. Food packaging volumes also increased, fuelled by expanding production, greater demand for fresh and value-added products, improved purchasing power and a stronger industry focus on environmentally responsible solutions. In beauty and personal care, Brazil’s globally significant cosmetics industry drove greater packaging use due to ongoing product innovation, diversification and e-commerce logistics needs, although this expansion heightened environmental concerns, prompting companies, including leaders like Natura, to invest in recycled, biodegradable and renewable materials to reduce waste and align with rising regulatory and consumer expectations.
2024 key trends
Recent product launches have highlighted significant packaging innovation. For example, Heinz Brazil has transitioned its ketchup, mayonnaise and barbecue sauce bottles to packaging made with 30% post-consumer recycled PET, developed in partnership with Valgroup, supporting both environmental goals and consumer demand for more sustainable options. Other notable developments include the adoption of compostable and biodegradable packaging by companies such as EcoPack, GreenPack and NaturePak, which are responding to Brazil’s increasingly stringent environmental regulations and the growing popularity of eco-friendly packaging among consumers. In 2024, processed meat and seafood saw the introduction of advanced packaging solutions that go beyond conventional formats, with a strong focus on sustainability and product transparency. In beverages, glass packaging manufacturer O-I Glass is developing ultra-light glass packaging under its ULTRA technology, reducing bottle weight by up to 30% and cutting the amount of material used – which results in logistical advantages, lower weight and less waste. The adoption of alternative materials (bioplastics, biomaterials) still faces barriers related to cost, regulation and scale. Packaging that is lighter or uses less material is promising, but it needs to ensure product protection (barriers against light, oxygen etc), especially in the case of spirits or premium wines.
Metal cans gain momentum in dairy packaging
Dairy remained the biggest category in food packaging, accounting for 29% of total food packaging unit volumes in 2024. Metal food cans stood out as the most dynamic packaging type in Brazil’s dairy industry in terms of unit volume growth. This surge in demand was primarily driven by the ability of the cans to offer robust protection against contamination and spoilage, making them ideal for products like condensed and evaporated milk that require longer shelf life and safe storage. The durability and tamper-evident features of metal cans support efficient distribution across Brazil’s vast geography, while their high recyclability aligns with growing consumer and regulatory demands for sustainable packaging. In addition, the convenience of single-serve and easy-open can formats has resonated with urban consumers seeking portion control and on-the-go dairy options. These combined factors – product safety, transport durability, sustainability and convenience – explain why metal food cans experienced the fastest growth in Brazilian dairy packaging in 2024.
Sustainable shift boosts metal cans in soft drinks
Metal cans continued to gain ground, reaching 19% of total soft drinks packaging sales in 2024, up from 11% in 2019. This strong growth reflects rising consumer demand for sustainable, highly recyclable packaging solutions. In response, several beverage companies have accelerated the adoption of metal cans, positioning them as an eco-friendly alternative to plastic. In June 2024, Cajuína São Geraldo, a Brazilian beverage company from Ceará, partnered with CANPACK to launch its flagship cashew soda in 350ml infinitely recyclable metal beverage cans. Previously available only in glass or PET bottles, this initiative aimed to expand the brand’s reach beyond its traditional market in northeastern Brazil. This move aligns with the growing consumer preference for eco-friendly packaging options and supports the company’s environmental strategy. In addition, aluminium cans offer convenience for retailing at various sales points such as shopping malls or airports and during sporting and cultural events.
Metal beverage cans dominate Brazil’s alcoholic drinks market
The Brazilian alcoholic drinks market is dominated by domestic lager, a category that was responsible for 86% of alcoholic drinks packaging unit volumes in 2024. The metal beverage can pack type makes up 89% of the total unit volumes in this category. The popularity of this pack type is driven by its durability, portability and cost-effectiveness, making it ideal for on-the-go consumption, especially during social events. With such a high concentration of the market in the category of canned domestic lager, most of the focus of the industry goes into the aluminium supply chain. In Brazil, aluminium is produced by only a few players, which presents challenges in adapting to growing demand. Cans gained share in all categories, with this mainly due to the increase in at-home consumption rather than migration from different pack types. With the high inflation affecting most categories, consumers were more sensitive to prices, and drinking at home became a more frequent choice for reducing expenses. The growing relevance of players specialised in home deliveries of alcoholic drinks, such as Zé Delivery, is also supporting the trend of at-home consumption.
Beauty and personal care shifts towards folding carton packaging
Folding cartons were the most widely used packaging type in beauty and personal care in 2024, and were also gaining share in this year, reflecting a clear preference for this pack type among both consumers and industry players. Several factors were contributing to this trend. Firstly, there was a noticeable move away from traditional plastic towards more sustainable and recyclable options like folding cartons, driven by rising environmental awareness and consumer demand for eco-friendly packaging. An example of this trend is Milk Makeup, which has embraced folding carton packaging not only for its sustainability benefits but also for its branding potential. The brand uses bold, colourful designs on its cartons, incorporating tactile finishes. These cartons are lightweight and recyclable, aligning with the brand’s commitment to eco-consciousness, while also enhancing shelf appeal and consumer engagement. At the same time, Elie Tahari, demonstrates how folding cartons can elevate luxury branding. For its fragrance line, the brand uses premium paperboard with textured surfaces and raised UV coatings, creating a sophisticated look and feel.
Laundry detergent sheets in flexible paper packaging disrupt home care in Brazil
HDPE bottles maintained the largest packaging share in Brazilian home care in 2024, and also recorded further gains, driven by their durability, versatility and compatibility with a wide range of liquid formulations. This pack type remains dominant across key categories such as automatic detergents and floor cleaners, where it supports both functional dispensing and product preservation. However, an innovation appeared with the launch of InsoGreen Unscented Laundry Detergent Sheets in flexible paper packaging, representing a shift towards more sustainable and convenient formats in the detergents category. Designed to replace conventional liquid or powder detergents, the product offers 40 eco-friendly sheets that can deliver up to 80 loads, catering to consumers seeking low-waste, plastic-free alternatives. The flexible paper pack is lightweight, compact and easily recyclable, reducing the environmental footprint, while also appealing to urban consumers who value space-saving storage and portability, including for travel use.
Pet food packaging evolves amid humanisation trends
Flexible plastic maintained its dominance across dog food packaging in Brazil in 2024, consolidating its position as the preferred material for both dry dog food and dog treats and mixers. This trend is driven by its lightweight and cost-effective nature, as well as its ability to provide excellent product protection. However, Brazil has seen seeing notable packaging innovations in the pet food market, reflecting the industry’s response to evolving consumer preferences. A standout example was the launch of the Pet Bakery Birthday Cake for Cats, packaged in 70g metal food cans. This product caters to the humanisation trend, as pet owners increasingly celebrate their pets’ milestones. The metal can ensures the product’s structural integrity, while highlighting its premium positioning. Another innovation was the Ipet Tasty Cat Meat Flavor Feed Sauce, offered in a 250g PET bottle with a plastic dispensing closure. This practical design enables easy serving and storage, appealing to busy pet owners. In addition, the Petitos Snack for Dogs Mini Sticks, available in 350g PET jars with plastic screw closures, addressed the need for longer storage and multiple uses without spoilage, even as the market leans towards single-serve solutions. These examples underscore the industry’s creativity in balancing functionality with consumer-centric design.
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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 2024: The big picture
2024 key trends
Metal cans gain momentum in dairy packaging
Sustainable shift boosts metal cans in soft drinks
Metal beverage cans dominate Brazil’s alcoholic drinks market
Beauty and personal care shifts towards folding carton packaging
Laundry detergent sheets in flexible paper packaging disrupt home care in Brazil
Pet food packaging evolves amid humanisation trends
Brazil enacts mandatory reverse-logistics system for plastic packaging
Ambitious recycling and reuse targets for 2040
Brazil’s proposed “Sin Tax” raises uncertainty for alcoholic beverages
Sustainability leads packaging shift with new biopolymer innovations
rPET demand rises as recycling capacity remains underused
Rising regulatory pressure on sustainable food packaging
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 (25-99% Juice)
- 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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