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Will consumers turn to food in flexible packaging during the World Cup?

There's not a lot of good news to be found for Brazil in the days leading up to the FIFA World Cup. For example, Brazilian authorities found expired food at two hotels that will host the English and Italian soccer teams to the various protests out of outrage that the World Cup has done little to have a positive impact on public infrastructure.

There's not a lot of good news to be found for Brazil in the days leading up to the FIFA World Cup. For example, Brazilian authorities found expired food at two hotels that will host the English and Italian soccer teams to the various protests out of outrage that the World Cup has done little to have a positive impact on public infrastructure.

Still, the perhaps bright spot in that mess of negative news is that the event might actually boost the flexible packaging industry. At least, according to a Canadean report, which claims that major sporting events such as the World Cup and the Olympics will cause growth in demand for flexible packaging, with tourists looking for traditional Brazilian cuisine on the go.

The number of packs in Brazil is forecast to increase at a compound annual growth rate (CAGR) of 5.02% by 2017. The World Cup in 2014 and the Summer Olympics in 2016 will cause growth in demand for flexible packaging. Why? Well, according to Canadean, this is due to tourists wanting to try traditional Brazilian foods that are convenient and easy to transport on the go. Joanne Hardman, analyst at Canadean, said that this is a great opportunity for the industry. "Manufacturers can use these events as a platform to introduce limited edition packaging, as many tourists will be inclined to try new experiences and sample traditional Brazilian cuisines."

Beyond World Cup

Shrinking households and the rising number of single mothers in Brazil is driving significant demand for smaller and single-serve packs that offer more convenience and enabling on the go consumption. Single mothers with reduced leisure time are becoming an important consumer group, Canadean stated. As a result, frozen foods and products that require shorter cooking and preparation time will see an increase in demand. Packaging that is designed to protect against perishing, enabling longer shelf life and promote ready-to-eat consumption will be the popular choice.

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