en.Wedoany.com Reported - The World Cup has a direct driving effect on the packaging industry. Data from Packster (a digital printing packaging company under the Zaraplast Group) shows that the number of themed packaging projects increased by 15% between May and June this year, primarily due to brands launching limited editions and personalized products.
The rise in packaging industry activity coincides with a warming retail sector. The National Confederation of Commerce in Goods, Services and Tourism (CNC) estimates that the 2026 World Cup will inject R$4.32 billion into the industry, a 6.5% increase in revenue compared to the 2022 World Cup.
Packster CEO Jack Strimber stated that major sporting events often drive brands to adopt emotional marketing strategies, enhancing brand identity by building emotional connections with consumers. He noted that large-scale mobilizing events like the World Cup create opportunities for brands to connect with consumers through products and packaging that reflect cultural atmosphere and a sense of belonging.
Market trends observed by the company include: an increase in design projects inspired by Brazilian characteristics, the launch of seasonal products, and product lines specifically developed for the event period.
ALVA Personal Care is one of the companies responding to this trend. The brand launched a special edition lip gloss with themed packaging, incorporating visual elements related to Brazilian identity. Brand CEO Ananda Boschilia introduced that the product was produced in small quantities and is nearly sold out. The project prioritized sustainability, rapid production, and low volume.
Strimber believes that market demand for small-batch production and greater production flexibility allows companies of all sizes to run seasonal campaigns without bearing large inventory pressures or high investments. He pointed out that brands are increasingly willing to experiment with new products, advance short-term campaigns, and launch limited editions to seek connection and differentiation in the market.
