By Alexandre Brown, Construction Portfolio Director at NürnbergMesse Brazil
The construction industry in Brazil is one of the largest in Latin America and has been a strong indicator of the country’s economic health. In this scenario, the paints
and coatings market has played a fundamental role, according to a survey carried out by Mordor Intelligence, which indicates that the two areas are expected to reach US$ 12.48 billion in revenue in 2024 in South America alone.
The projection seems quite plausible. In Brazil alone, in 2022, 295 thousand real estate units were launched, according to the Brazilian Chamber of the Construction Industry (CBIC). For all of them, paint, coating, lighting, glass are needed… With this in mind, small, medium and large companies are investing in expanding and innovating their portfolios. As a result, new spaces are created, such as the debut of the E-squadria Show, which takes place in parallel with Glass South America, in June.
Clearly, and even pragmatically, we can see a good reflection of this movement in the business gears that are formed at large trade shows and market meetings. NürnbergMesse Brasil promotes at least five major events that embrace the construction sector annually. And what we have noticed, in all of them, is an increase in the supply of coatings in general.
But that’s not all. Paint remains the flagship in the segment’s configurations – with Brazil accounting for around 50% of the total volume produced in Latin America and 4% of the total worldwide, according to the Brazilian Paint Manufacturers Association (Abrafati). And the public’s interest in lighting and glass is also attracting attention, opening up space for the expansion of other areas of architecture. Much of this is due to, I imagine, the space that design has gained in finishing projects.
Proof of this is that, this year, Haus Decor Show – which has 40% retail representation – needed to expand its lighting design space, providing an exclusive pavilion for new exhibiting brands in this niche.
It is important to highlight that minimalism, art deco, baroque, classical and modernist styles are in vogue, which are dictating the future of the segment through architects, designers and finishing professionals in general. They are the ones who tell us what the market wants and, more importantly, how it is behaving or will behave. Companies that are sensitive to this perception are consolidating their space in the Latin American scenario.
At the national level, in parallel, a movement that also deserves to be highlighted is the search for space by companies from the north and northeast regions, which have achieved significant percentages in these large meetings, contributing, essentially, to the expansion of creativity and vision in the sector.
After all, the forecast is that there will be an increase in construction activities and, therefore, an increase in consumption and in the production chain. This will require originality, innovation and new horizons to stay on the journey. As the segment evolves and adapts, it is essential that companies continue to ensure their relevance and competitiveness in a scenario that is constantly under construction.
