COVID-19 caused many Brazilian consumers to have to quarantine and spend long periods of time within their households. Also, the tourism industry was greatly impacted, which drastically reduced consumers’ leisure options.
Brazil’s economy and employment suffered a great deal from the COVID-19 pandemic, leading many consumers to trade down. However, as people spent more time indoors due to home seclusion they also searched for new ways to save.
The use of alternative products to disposable sanitary protection products, such as reusable pants and pads, had already been growing in previous years among upper-income consumers, with the rising popularity of brands such as Pantys, Korui and Herself. However, as COVID-19 pushed people to stay at home, many females who wanted to try these products but were afraid of accidents in public finally got a chance.
In 2020, sanitary protection did not see any major changes in its competitive dynamics, with Johnson & Johnson, Kimberly-Clark and Procter & Gamble remaining the leading players. Together, they concentrated a significant share of sales in sanitary protection in value terms in 2020, similar to the share seen in 2019.
COVID-19 also caused an economic crisis, rising unemployment and the closure of non-essential retailers in Brazil. As a result, consumers aimed to make more rational choices and often traded down.
Home seclusion during the COVID-19 pandemic led many consumers to stay at home and try alternative sanitary protection products, such as reusable pants and pads. These options have the advantage of being sustainable and generating less waste.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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