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Brasil
PackTrends
2020
39
packaging market: world and Brazil
Aware of the consumers concern about the
environment and the influence of this has on purchasing
decisions, manufacturers of cleaning products are
offering their products in recyclable packaging, refills
and concentrated formulations in smaller sizes. The
strength of the appeal of cleaning products with
lower environmental impact has led many companies
to launch complete lines of environmentally friendly
products, as, for example, the Bombril Ecobril line.
This includes multipurpose refills, where consumers
can acquire a 100 ml concentrated sachet and prepare
the product at home by placing the sachet contents in
the original bottle and filling with water. This trend also
has repercussions in the packaging industry, which now
increasingly offers smaller size packs and flexible packs
not normally used in cleaning products market.
The year 2011 was marked by an increase in the
competitiveness of the sector with national companies,
such as Química Amparo and Flora strengthening their
portfolios with brands like Assolan (R$ 110 million) and
Assim (R$ 140 million), respectively. In addition, major
international players, such as Unilever, P&G, SC Johnson
and Reckitt, amongst others, are also increasing their
presence in Brazil as a way of mitigating the effects of
stagnation in American and European markets.
The sector’s growth has also been driven by the
institutional cleaning market. Companies specialized in
providing professional cleaning to individuals, corporate
clients, condominiums and others are betting on the
expansion of the domestic market, which has great
potential. The scenario of higher labour costs indicates
that demand for outsourcing will tend to increase, as
this is an effective way for individuals and businesses
to reduce cleaning costs.
This segment is expected to increase packaging
consumption, with rates averaging 3.0% per year in
value (US$ million), and 3.1% in volume (tonnes),
between 2011 and 2015. Flexible packaging should
show the highest growth rates (Tables 1.62, 1.63 and
1.64).
ASSOCIAÇÃO BRASILEIRA DA INDÚSTRIA DE
HIGIENE PESSOAL, PERFUMARIA E COSMÉTICOS.
Caderno de tendências.
Table 1.62
Historical trends and projections for packaging consumption for cleaning
products: Value
Material
US$ Million
2007
US$ Million
2011
Average growth
2007-2011
US$ Million
2015*
Average growth
2011-2015*
Corrugated board
478
456
-1.2%
517
3.2%
Plastics
733
944
6.5%
1,053
2.8%
Flexibles
147
90
-11.5%
105
4.0%
Paper and board
124
179
9.7%
207
3.7%
TOTAL
1,481
1,670
3.0%
1,882
3.0%
*Estimated
Source: DATAMARK