Disposable Paper Products in Brazil
Euromonitor International's Disposable Paper Products in Brazil market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 114 | Publication date: Jul 2009
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Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Disposable paper products register double-digit growth in 2008
Sales of disposable paper products experienced double-digit value growth in 2008, underpinned by higher disposable incomes, particularly among the C and D socio-economic groups. Toilet paper and sanitary protection, which together accounted for 54% of overall retail disposable paper products value sales in 2008, were impacted positively as low- and middle-income consumers traded up from single-ply to double-ply toilet papers and women increased their purchases of ultra-thin towels and pantyliners. Nappies/diapers/pants saw modest growth in volume terms compared to the review period as a whole, but the category continues to play an important role, being the second largest within disposable paper products.
Melhoramentos Papéis Ltda is for sale
In 2008, Companhia Melhoramentos announced plans to divest its activities in paper products by selling Melhoramentos Papéis Ltda, which is ranked sixth in disposable paper products in Brazil. This announcement attracted the interest of both multinational and domestic companies, including Procter & Gamble do Brasil SA, Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda and Santher - Fábrica de Papel Santa Terezinha SA. In April 2009, Melhoramentos Papéis was finally acquired by Compañia Manufacturera de Papeles y Cartones (CMPC), from Chile
Largest manufacturers invest in premium products
Leading manufacturers, including Kimberly-Clark, Procter & Gamble and Santher, have been investing in the development of premium products in response to stiff competition from regional manufacturers’ adoption of low price strategies which are forcing the largest companies to reduce margins in order to retain share. Kimberly-Clark focused on value-added products with Turma da Mônica Soft Touch in nappies/diapers/pants and Neve in luxury toilet paper. Procter & Gamble adopted a similar strategy with Pampers in nappies/diapers/pants and Santher in toilet paper with Personal VIP.
Supermarkets/hypermarkets increase sales of disposable paper products
After health and beauty retailers showed significant growth over the review period, supermarkets/hypermarkets witnessed strong growth between 2004 and 2007. Large supermarkets/hypermarkets chains invested in their baby, personal care and hygiene sections, increasing promotional activity and widening the range of brands available, from economy to premium products. These moves contributed to the positive performance of this retailing channel.
Robust economic environment guarantees investment in Brazil
Although an economic slowdown and higher unemployment rates are anticipated over the forecast period, Euromonitor International estimates that disposable paper products will experience modest growth in 2009 and 2010. The largest manufacturers will continue to invest in new plants and production capacity, aiming to improve their performances in 2010 and beyond as the Brazilian government is shown to be prepared to protect the economy and take important measures to guarantee social and economic stability during the financial crisis.
Table of contents
DISPOSABLE PAPER PRODUCTS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Disposable paper products register double-digit growth in 2008
Melhoramentos Papéis Ltda is for sale
Largest manufacturers invest in premium products
Supermarkets/hypermarkets increase sales of disposable paper products
Robust economic environment guarantees investment in Brazil
KEY TRENDS AND DEVELOPMENTS
Economic crisis hinders growth of disposable paper products
Manufacturers invest in value-added disposable paper products
Top three multinationals continue to dominate
Rising number of single-person households underpins sales of premium products
Demographic changes see an ageing of the population
MARKET INDICATORS
Table 1 Birth Rates 2003-2008
Table 2 Infant Population 2003-2008
Table 3 Female Population by Age 2003-2008
Table 4 Total Population by Age 2003-2008
Table 5 Households 2003-2008
Table 6 Forecast Infant Population 2008-2013
Table 7 Forecast Female Population by Age 2008-2013
Table 8 Forecast Total Population by Age 2008-2013
Table 9 Forecast Households 2008-2013
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008
Table 14 Penetration of Private Label by Sector 2003-2008
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
ALOéS & ALOéS INDúSTRIA E COMéRCIO LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aloés & Alóes Indústria e Comércio Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Aloés & Alóes Indústria e Comércio Ltda: Competitive Position 2008
EVER GREEN INDúSTRIA E COMéRCIO LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ever Green Indústria e Comércio Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Ever Green Indústria e Comércio Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Ever Green Indústria e Comércio Ltda: Competitive Position 2008
JOHNSON & JOHNSON INDUSTRIAL LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Johnson & Johnson Industrial Ltda: Key Facts
Summary 8 Johnson & Johnson Industrial Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Johnson & Johnson Industrial Ltda: Competitive Position 2008
KIMBERLY-CLARK BRASIL INDúSTRIA E COMéRCIO DE PRODUTOS DE HIGIENE LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda: Key Facts
Summary 11 Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda: Competitive Position 2008
MELHORAMENTOS PAPéIS LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Melhoramentos Papéis Ltda: Key Facts
Summary 15 Melhoramentos Papéis Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Melhoramentos Papéis Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Melhoramentos Papéis Ltda: Competitive Position 2008
MILI SA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Mili SA: Key Facts
Summary 19 Mili SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Mili SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Mili SA: Competitive Position 2008
POM POM PRODUTOS HIGIêNICOS LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Pom Pom Produtos Higênicos Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Pom Pom Produtos Higênicos Ltda: Competitive Position 2008
PROCTER & GAMBLE CO, THE - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Procter & Gamble do Brasil SA: Key Facts
Summary 25 Procter & Gamble do Brasil SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 26 Procter & Gamble do Brasil SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 27 Procter & Gamble do Brasil SA: Competitive Position 2008
SANTHER - FáBRICA DE PAPEL SANTA TEREZINHA SA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Santher - Fábrica de Papel Santa Terezinha SA: Key Facts
Summary 29 Santher - Fábrica de Papel Santa Terezinha SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Santher - Fábrica de Papel Santa Terezinha SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 31 Santher - Fábrica de Papel Santa Terezinha SA: Competitive Position 2008
SEPAC - SERRADOS E PASTA DE CELULOSE LTDA - DISPOSABLE PAPER PRODUCTS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Sepac - Serrados e Pasta de Celulose Ltda: Key Facts
Summary 33 Sepac - Serrados e Pasta de Celulose Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 34 Sepac - Serrados e Pasta de Celulose Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 35 Sepac - Serrados e Pasta de Celulose Ltda: Competitive Position 2008
SANITARY PROTECTION IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008
Table 20 Sanitary Protection Retail Company Shares 2004-2008
Table 21 Sanitary Protection Retail Brand Shares 2005-2008
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013
NAPPIES/DIAPERS/PANTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 26 Nappies/Diapers/Pants Retail Company Shares 2004-2008
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2005-2008
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013
INCONTINENCE PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products by Subsector: Value 2003-2008
Table 31 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008
Table 32 Incontinence Products Retail Company Shares 2004-2008
Table 33 Incontinence Products Retail Brand Shares 2005-2008
Table 34 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013
Table 35 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013
WIPES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Retail Sales of Wipes by Subsector: Value 2003-2008
Table 37 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008
Table 38 Wipes Retail Company Shares 2004-2008
Table 39 Wipes Retail Brand Shares 2005-2008
Table 40 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013
Table 41 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013
COTTON WOOL/BUDS/PADS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Retail Sales of Cotton Wool/Buds: Value 2003-2008
Table 43 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008
Table 44 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008
Table 45 Cotton Wool/Buds Retail Company Shares 2004-2008
Table 46 Cotton Wool/Buds Retail Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013
Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013
TOILET PAPER IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper by Subsector: Value 2003-2008
Table 50 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008
Table 52 Toilet Paper Retail Company Shares 2004-2008
Table 53 Toilet Paper Retail Brand Shares 2005-2008
Table 54 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013
Table 55 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013
TISSUES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2003-2008
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008
Table 58 Tissues Retail Company Shares 2004-2008
Table 59 Tissues Retail Brand Shares 2005-2008
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013
KITCHEN TOWELS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2003-2008
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2003-2008
Table 64 Kitchen Towels Retail Company Shares 2004-2008
Table 65 Kitchen Towels Retail Brand Shares 2005-2008
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2008-2013
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013
PAPER TABLEWARE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 70 Paper Tableware Retail Company Shares 2004-2008
Table 71 Paper Tableware Retail Brand Shares 2005-2008
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013