Brazil: the future of packaging, poised between tradition and innovation
There is no doubt that Brazil, a confederation of states and still erroneously perceived as a single, homogeneous entity, is finally awakening from its torpor, which for too long has relegated it to a self-reliant market that, although flourishing, has thus far prevented it from making a name for itself internationally (excluding China, obviously).
In compliance with ESG (Environmental, Social and Governance) standards of practice, a development process has therefore emerged that is a direct emanation of a long-term political project embodying not only actions from a social point of view, but also very practical strategies such as the extremely recent VAT reform that moves towards global alignment, thus favouring industrial activities.
This set of measures supports strategic areas such as energy, environment and technological innovation with a view to increasing sustainability. These three areas clearly describe the entire production chain in various sectors including packaging.
There is a growing demand for eco-friendly packaging, not only because of increasingly stringent environmental regulations, but also due to a greater awareness among end consumers. This therefore paves the way for lightweight, biodegradable and recyclable packaging, particularly for the food sector.
The materials of choice are undoubtedly bioplastics, paper and cardboard. The latter is most intensively used in the form of “corrugated cardboard” for shipping packaging that, due to the huge and growing importance of e-commerce, must be robust and protect the contents of the purchase for which the consumer will not tolerate the slightest imperfection or defect even in the secondary packaging, which must be intact too.
And secondary packaging also focuses on recycled and reusable materials, with an emphasis on closed-loop processes and high-performance technologies. Its graphic appearance tends to suggest a “bossa” touch (that is, reminiscent of Brazilian atmospheres), while combining contemporary aspects in terms of colours and graphics, favouring a clear and recognisable visual impact (Photo 1 and 2)
