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Beauty conscious Brazil to fuel growth in the plastic packaging industry

02 April 2014

Brazilians favour plastic over any other material for their health and beauty product packaging.

Brazil had the third largest cosmetic market globally in 2012 and their health and beauty sector was then worth BRL56 billion. More recently, the country’s strong economic growth has meant that the spending power of consumers has been boosted and as disposable incomes have grown, the fashion conscious middle class are fuelling the growth of the health and beauty market.

Products with perceived health and beauty benefits drove the consumption of BRL42 billion worth of consumer packaged goods products in 2012. This rising consumer demand has therefore motivated packaging companies to bring varied packaging options to the market, stimulating demand of materials and introducing fresh formats. Manufacturers have also targeted impulse-spending in retail channels, stocking products such as deodorants and nail varnishes at till points in an effort to prompt purchases.

Plastics to see growth due to growing health and beauty purchases

As national and multi-national companies start to enter the Brazilian health and beauty market, the demand for health and beauty related packaging has increased. Plastics are the preferred medium for health and beauty packaging and the industry will record the fastest growing Compound Annual Growth Rate (CAGR) in demand for Flexible packs during 2012–2017.

Senior Analyst at Canadean, Catherine O’Connor, says that “although leading brands in the haircare market largely use high-density polythene bottles, flexible tubes will become more popular due to their increasing use for hair colourants, conditioners and shampoo, where consumers desire their convenient, squeezable application features.” The number of flexible tubes used in the haircare market will increase from 511.9 million units in 2012 to 732.4 million units by 2017, registering a CAGR of 7.4 % during the period.


These findings are based on the new Canadean report: ‘Latest Trends and Key Issues in the Brazilian Retail Packaging Market’.



Unilever packaging design for Dove Hair Therapy range by Brazilian design group Casa Rex. As expected, the final product consists of plastic packaging. 




Pack material definitions:

Flexible Plastics: Covers a wide range of packaging that can be single and multi-layered and is supplied in reels or bags. It can be paper/poly/foil, nylon, or a combination of materials that are supplied either plain/printed/coated and/or laminated to provide long shelf-life properties.

Rigid Plastics: Freestanding plastic tubs and bottles, among others.


About Canadean

Canadean has a long-held reputation for providing valuable and in-depth market research initially built up in beverages, and now operates across the FMCG market and related industries, including packaging, ingredients, soft drinks, beer, retail, food, foodservice, wines & spirits and cosmetics & toiletries. Canadean specialises in conducting online survey panels, producing in-depth market insights reports through qualitative and quantitative in-country analysis as well as offering clients a bespoke consultancy service.


For further information

For any questions to this or other Canadean reports, we are always more than happy to help.

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