Cotton Wool/Buds/Pads in Brazil

TRENDS

Cotton wool/buds/pads has a demand that is considered almost inelastic in Brazil, with no seasonal influences or strong fluctuations throughout the year. The main reasons for the purchase of such products are for cosmetic/make-up removal and wound healing purposes, and generally those are not purchased by impulse.

COMPETITIVE LANDSCAPE

Cotton wool/buds/pads in Brazil is concentrated among several players and is constituted by products with a reduced price margin. Top players such as Johnson & Johnson, Cremer and York SA Indústria e Comércio continued to benefit from a wide distribution chain and a stronger acceptance among consumers. Although top players dominate, and since cotton wool/buds/pads has no strong differentiation, several local companies and private label manufacturers have identified opportunities to make its products grow in Brazil by offering a lower price and increase promotion.

PROSPECTS

Sales of cotton wool/buds/pads are expected to register low growth over the forecast period with a value CAGR of 3% at constant 2014 prices. This growth reflects the high maturity of cotton wool/buds/pads in Brazil and the flat demand for cotton products in the country. The expected investments in advertising and new product development for the category are low, and manufacturers will continue to follow consumer demand to gradually increase their production.

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