The public reimbursement system in Brazil, which is part of the government’s Farmácia Popular programme and has included adult incontinence products since 2010, is suffering from the country’s fragile financial situation. Despite a more optimistic outlook for the economy, greater confidence in public finance will likely only be achieved if the current government passes long-awaited pension reforms, which are considered critical to driving economic growth and reducing the government’s deficit, enabling it to invest more in programmes such as Farmácia Popular.
Adult incontinence in the retail channel posted double-digit volume growth in 2018, while the Rx/reimbursement channel registered only a modest increase, with this being down to the above-mentioned poor financial situation of the state and its municipalities. The category would have suffered a heavy decline if it were not for Sao Paulo state, which is the most populated and most affluent and thus compensated for weaker spending from other states.
Despite the country’s financial problems, the largest manufacturers, Essity and Ontex, still regard Farmácia Popular as an important channel to increase the penetration of adult incontinence products, especially among families with lower incomes. Their direct communications with consumers aim to explain the programme, its rules and, more importantly, who is covered.
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Discover the latest market trends and uncover sources of future market growth for the Rx/Reimbursement adult incontinence industry in Brazil with research from Euromonitor's team of in-country analysts.
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