Printing industry sales increased significantly
In recent years, the Brazilian printing industry has experienced remarkable growth. By 2007, the sector's sales reached $12.9 billion, and by 2012, it had climbed to $18.7 billion, reflecting an average annual increase of approximately $1.2 billion. With 20,530 printing companies and 222,000 employees in 2012, the industry played a significant role in the country’s economy. The total trade volume of printed materials was around $840 million, with imports reaching $540 million and exports amounting to $300 million.
1. Packaging and printing dominate the market, accounting for about 40%
In 2012, Brazil's packaging and printing sector generated roughly $7.4 billion in sales, making up 39.6% of the overall printing industry. Publishing and printing (including books, newspapers, magazines, and manuals) took up 30.2%, while commercial printing accounted for 10.6%. Other segments included card printing (5.8%), prepress services (4.1%), label printing (3.8%), notebook book printing (3.5%), form printing (2.1%), and envelope printing (0.5%).
2. Publishing and printing market shows strong potential for growth
With a population exceeding 200 million in 2012, Brazil's book circulation stood at 500 million copies, marking a modest 1.4% rise from 2011. Notably, science and technology books saw a 19.4% increase, religious books rose by 14.1%, and textbooks grew by 12.2%, while other categories like fiction declined by 26.5%. As the economy improves and literacy rates rise, demand for printed books is expected to grow further. Additionally, the Brazilian Printing Federation is collaborating with local governments to expand public libraries, promoting reading and cultural development.
In contrast to declining newspaper circulation in many developed nations, Brazil's daily newspaper circulation has shown a gradual upward trend. From 8.49 million copies in 2008, it dropped slightly to 8.2 million in 2009 but rebounded to 8.35 million in 2010, 8.49 million in 2011, and reached 8.8 million in 2012. This steady growth highlights the continued relevance of print media in the country.
The rising demand for books and newspapers has driven more than 30% of the Brazilian printing market’s growth.
Print media advertising is expected to grow
In 2012, television dominated the advertising market with 65%, followed by newspapers at 11%, magazines at third place, and Internet and cable TV tied for fourth. Looking ahead, both print media and online advertising are anticipated to see significant expansion.
Investment in printing machinery has declined, with most equipment imported
In 2007, Brazilian printing companies invested about $1.4 billion in machinery and equipment, but this fell to $1.19 billion by 2012. Most advanced printing machines were imported, highlighting the country’s reliance on foreign suppliers.
Brazil’s paper and board production continues to grow, while pulp output fluctuates
Over the years, Brazil’s paper and board production has surged. It exceeded 7 million tons in 2000, surpassed 8 million in 2004, 9 million in 2007, and reached 10.26 million tons in 2012, placing Brazil ninth globally. Of that, 4.65 million tons were used for printing, and 5.4 million for packaging. In the first eight months of 2013, production hit 6.9 million tons, up 1.5% year-on-year, with an estimated annual output of 10.5 million tons.
Brazil is the world’s fourth-largest pulp producer, with outputs of 13.86 million tons in 2011 and 14.1 million tons in 2012. Exports reached 8.4 million and 8.5 million tons respectively, with Europe accounting for 46% of exports, North America 25%, and Asia (excluding China) and Oceania 9%. In 2013, pulp production rose to 9.72 million tons, a 4.8% increase, while exports jumped by 12.1% to 6.22 million tons.
Table 4 Brazil’s paper industry from 2002 to 2012
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