Cotton Wool/Buds/Pads in Uruguay

TRENDS

The favourable economic conditions that have prevailed in the country since at least 2005 enticed many small importers to enter cotton buds and pads with new brands that challenged the traditional ones. This supported volume growth in both product areas; however, the low level of such sales in comparison to cotton wool, despite good performances, only had a small positive impact on overall volume growth.

COMPETITIVE LANDSCAPE

Sagrin continued to lead cotton wool/buds/pads in 2014, recording a 44% value share. The company had led the category for more than a decade, and though it has a presence in every category, most of its share is derived from sales of its two traditional brands of cotton wool: Zig Zag and Cisne. Ranking second, as it did over the entire review period, was Johnson & Johnson de Uruguay, but its value share declined over the review period and fell to 25% in 2014. Johnson & Johnson de Uruguay continued to lead cotton buds in 2014 with its Cotonetes brand. Mundimport, with a mix of the Italian Cotoneve range, was ranked third in 2014 with a 13% value share.

PROSPECTS

As consumers’ purchasing powers continue growing in real terms, they are expected to carry on choosing value-added products that offer them improved quality and benefits, such as the different options available in personal wipes, even if these products are more expensive than the cotton alternatives they are substituting. This trend will particularly limit the volume growth potential of very basic products such as cotton wool, a product area that was already mature.

Files are delivered directly into your account within a few minutes of purchase.