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Latin American Print Market

The main printing markets in the region are Brazil, México, Argentina, Colombia, Chile and Peru. The region has around 50,000 printing companies with Brazil and México representing 60% of total revenues.


Snapshot of Brazil

Brazil is the 7th largest economy in the world and is the largest economy in Latin America. Brazil’s economy is characterized by large agricultural, mining, manufacturing and services sectors. During recent years Brazil has tried to move towards modernization and reduce the role of the government in the economy. Liberalization would promote greater competition and efficiency and help ensure the sustainability of growth, according to a report on the trade policies and practices of Brazil released by the WTO Secretariat. However; there is more that needs to be done; lowering tariffs would facilitate the access of domestic consumers and producers to the world’s most competitive products and reduce the need for tariff concession schemes.

Brazil and the rest of Latin America are not small markets and while some areas of this region are experiencing a notable slowdown; there are plenty of opportunities and niches in Brazil and the rest of Latin America. Some of the growing opportunities are the use of web-to-print, personalized and customized printing, and, of course, packaging and labels.

The Brazilian print market behaves differently than any other one in the South American region. It is more than twice the size of the other five markets combined and will remain the Latin America’s largest market for print through 2017 and will be the eighth largest print market globally. Growth will be very much concentrated in print packaging and print publishing, especially newspaper and magazine printing. According to the NPES/PRIMIR “World-wide Market for Print” study by the Economist Intelligence Unit, packaging alone will experience over US$8 billion in revenue by 2017. This growth is mainly due to the increased consumer purchasing power in Brazil – not just through traditional retail stores but also through online purchases.

Market Entry Strategy: Brazil’s business culture is largely based upon personal relationships. Companies will need a strong presence and must invest time in developing relationships in Brazil. U.S. Companies have found it essential to work through a qualified agent or distributor when entering the Brazilian market. Doing business in Brazil requires intimate knowledge of the local environment, including both the explicit as well as implicit costs of doing business. These costs are related to distribution, government procedures, employee benefits, environmental laws, and a complex tax structure.

For more information on business in Brazil go to Doing Business in Brazil (World Bank Group)

For more information on purchasing the NPES/PRIMIR World-wide Market for Print” study, please contact Pernilla Jonsson, pjonsson@npes.org  or visit PRIMIR.