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Bracell Expands Affordable Tissue Lines to Capture Price-Sensitive Shoppers
In 2025, tissue and hygiene in Brazil achieved current value growth of 8%, yet growth moderated compared to the previous few years, with the Brazilian landscape shifting more rapidly toward affordability and functional value. This environment remains highly attractive for brands that can successfully deliver cost-efficient, essential products, as Brazilian consumers demonstrate persistent price sensitivity, supporting strong momentum for private label, economy lines, and bulk formats. Robust underlying growth drivers include a rapidly ageing population, and public initiatives that are accelerating uptake of retail adult incontinence products. Competitive dynamics intensified following Softys’ acquisition of Ontex’s Brazilian operations, and innovation increasingly centres on convenience, wellness, and demonstrable functional benefits, as seen with launches such as Always Pocket Flexfoam and Dermacyd Neutralize intimate wipes. Companies seeking sustained growth must balance cost management and channel agility, as supermarkets, hypermarkets, and pharmacies remain critical points of sale, while retail e-commerce is expanding its relevance for bulk and premium purchases. Winning strategies in Brazil require an unwavering focus on value for money, functional claims, and the ability to adapt quickly to demographic and regulatory shifts.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Brazil?
- Which are the leading brands in Tissue and Hygiene in Brazil?
- How are products distributed in Tissue and Hygiene in Brazil?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Brazil
Bracell Expands Affordable Tissue Lines to Capture Price-Sensitive Shoppers
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Bracell Expands Affordable Tissue Lines to Capture Price-Sensitive Shoppers
Chart 2 Bracell Amplifies its Presence with Affordable Toilet Paper, Focusing on Cost-Benefit Ratio
Retail Tissue Maintains Lead as Bulk Formats and Value Brands Drive Volumes
Always Launches Pocket Flexfoam to Drive Convenience-Led Premium Growth
Chart 3 Always Launches Pocket Flexfoam to Offer Compact Convenience in Menstrual Care
Dermacyd Targets Clean Wellness with Ph-Balanced Intimate Wipes
Chart 4 Dermacyd launches Neutralize intimate wipes with pH-balanced Odor Control technology
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Adult Incontinence Providers to Leverage the Ageing Population to Drive Adoption
Value Brands to Remain Significant Due to Persistent Price Sensitivity
Chart 7 Analyst Insight for Tissue and Hygiene
Omnichannel Strategies and Monitoring and Adapting to Regulations Will Be Important for Companies
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Maintains Its Lead, but the Competition Rises in the Value Segment
Softys' Acquisition of Ontex's Brazilian Business Impacts Tissue and Hygiene
Aggressive Expansion Positions Bracell as a Major Challenger
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Health and Beauty Specialists Captures Hygiene Sales as Shoppers Seek Advice and Chains Expand
Retail E-Commerce Gains Ground for Premium and Bulk Products, but Rises From a Low Base
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Brazil
Key Data Insights
Professional Buyers Focus on Cost Efficiency, and Bracell Boosts Output to Win on Affordability
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Professional Buyers Focus on Cost Efficiency, and Bracell Boosts Output to Win on Affordability
Chart 21 Bracell Expands Factory in Lençois Paulista, Reducing its Unit Production Cost
Paper Towels Continues to Lead Value Sales Due to Widespread Adoption across Professional Environments
Convenience Leads System-Based Formats to Perform Well
Chart 22 Tork Strengthens SmartOne System to Optimise Convenience with a Mini Format
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Growth Set to Continue, While the Competition Is Expected to Intensify
Growth as Footfall Increases, Driving Demand across Both Tissue and Hygiene
System-Based Hygiene Products to Outpace Traditional Formats in Professional Settings
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Bracell Expands Portfolio to Capture Value-Focused Buyers
Distributors Deliver Technical Value to Drive Purchasing Decisions
Horeca Continues to Dominate End Users in a Stable Environment
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Brazil
Key Data Insights
Dynamic Volume-Driven Growth with Players Targeting Price-Sensitive Shoppers
Chart 35 Key Industry Trends for Retail Adult Incontinence
Dynamic Volume-Driven Growth with Players Targeting Price-Sensitive Shoppers
Chart 36 Drylock Strengthens Value-Focused Adult Incontinence Supply for Retail in Brazil
Geriatex Expands Unisex Pants to Meet Inclusive Care Needs
Chart 37 Geriatex Launches Unisex Pants to Expand Inclusive Adult Incontinence Care in Brazil
Tena Reinforces Pants-Style Solutions to Drive Convenience and Autonomy
Chart 38 Tena Reinforces Pants-Style Adult Incontinence for Convenience-Driven Retail Users in 2025
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
Dynamic Growth as Population Ageing Accelerates, but Affordability Will Be Crucial
Pants-Style Moderate/Heavy Adult Incontinence Products Set to Drive Growth
Chart 42 Analyst Insight for Retail Adult Incontinence
Farmácia Popular to Lessen Stigma, and Digital Adoption to Rise
Chart 43 Forecast Value Sales 2020-2030
Chart 44 Forecast Value Sales by Category 2025-2030
Essity Strengthens Its Lead, but the Competition Intensifies
Softys Acquires Ontex Operations and Intensifies Competition
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Pharmacies Expand Assortment to Maintain Leadership and Trust
Retail E-Commerce Gains Traction as Shoppers Seek Discretion
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in Brazil
Key Data Insights
Black Fralda Drives Sales Amid Cautious Consumer Spending
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Black Fralda Drives Sales Amid Cautious Consumer Spending
Chart 56 Boost to Purchases of Affordable Nappies/Diapers with Black Fraldas 2025
Disposable Pants Outpaces Traditional Formats as Convenience Redefines Routines
Chart 57 CCM Launches Baby Pants 4.0 as a Convenient Nappy/Diaper Solution
Premiumisation Plays a Selective Role in Nappies/Diapers/Pants among Higher-Income Consumers
Chart 58 Huggies Launches Dermacare to Strengthen Premium Positioning
Chart 59 Value Sales 2020-2030
Chart 60 Volume Sales 2020-2030
Chart 61 Value Sales by Category 2025
Disposable Pants Expected to Gain Share as Convenience Reshapes Demand
Chart 62 Analyst Insight for Nappies/Diapers/Pants
Affordability Will Remain Crucial for Most Consumers
Format Innovation and Demographic Change Drive Long-Term Business Transformation
Chart 63 Forecast Value Sales 2020-2030
Chart 64 Forecast Value Sales by Category 2025-2030
Procter & Gamble Accelerates Share Gains Due to Consumer Trust
Softys Integrates Ontex to Strengthen Value and Mid-Tier Competition
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Health and Beauty Specialists Strengthens Its Lead as Trust and Convenience Shape Purchasing
Retail E-Commerce Grows for Disposable Pants and Premium Lines, but Remains Less Significant
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in Brazil
Key Data Insights
Price Sensitivity Remains High, with Modess Expanding Its Reach with Its Value Positioning
Chart 75 Key Industry Trends for Menstrual Care
Price Sensitivity Remains High, with Modess Expanding Its Reach with Its Value Positioning
Chart 76 Modess Reinforces its Positioning as an Accessible Brand in Menstrual Care
Always Boosts Innovation in Towels by Offering Greater Convenience
Chart 77 Always Launches Pocket Flexfoam Offering Compact Convenience
Kimberly-Clark Responds to Demand for Clean Wellness
Chart 78 Intimus Launches Renewed Line with Odour-Neutralising Microbead Technology
Chart 79 Value Sales 2020-2030
Chart 80 Volume Sales 2020-2030
Chart 81 Value Sales by Category 2025
Pantyliners to Attract Younger Buyers, Although Towels Will Retain Its Dominance
Opportunities for Growth for Disposable Period Pants, Although From a Low Base
Chart 82 Analyst Insight for Menstrual Care
Femtech and Education Campaigns Expected to Boost Value and Inclusion
Chart 83 Forecast Value Sales 2020-2030
Chart 84 Forecast Value Sales by Category 2025-2030
Leaders Defend Their Shares with Innovation and Communication
Private Label and Low/Mid-Tier Products Expand Their Presence but Remain Limited
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Supermarkets Maintains Its Lead by Meeting Routine Purchase Needs
Retail E-Commerce Expands Reach but Remains Secondary to Offline Retail
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Menstrual Care
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Menstrual Care
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Wipes in Brazil
Key Data Insights
Neve Redefines Hygiene Routines with On-The-Go Innovation
Chart 95 Key Industry Trends for Wipes
Neve Redefines Hygiene Routines with On-The-Go Innovation
Chart 96 Neve Launches Neve On The Go Pocket Wipes in 2025
Dermacyd Captures Value Growth as Consumers Trade up for Wellness
Chart 97 Dermacyd Neutralize Intimate Wipes with pH-Balanced Odor Control Technology
Carrefour Boosts Access to Sustainable Hygiene with Award-Winning Launch
Chart 98 Carrefour Brazil Wins Sustainability Award for Biodegradable Private Label Wipes
Chart 99 Value Sales 2020-2030
Chart 100 Value Sales by Category 2025
Robust Growth as per Capita Consumption Rises and Daily Use Becomes More Common
Chart 101 Analyst Insight for Wipes
Affordability and Practical Innovation Will Be Important Amidst Economic Pressure
Pet Owners to Drive Premiumisation as New Hygiene Needs Emerge
Chart 102 Forecast Value Sales 2020-2030
Chart 103 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Strengthens Its Lead Due to Brand Trust and Continuous Investment
Private Label Gains by Offering High Quality and Sustainable Products
Chart 104 Company Shares 2025
Chart 105 Brand Shares 2025
Supermarkets and Hypermarkets Dominate While Pharmacies Remain Important
Retail E-Commerce Has a Small but Growing Role by Offering Niche and Premium Brands and Bulk Packs
Chart 106 Retail Channels 2020-2025
Chart 107 Economic Context for Wipes
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Wipes
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Retail Tissue in Brazil
Key Data Insights
Volume and Value Growth Similar, with Nuanced Shifts in Purchasing Priorities
Chart 114 Key Industry Trends for Retail Tissue
Volume and Value Growth Similar, with Nuanced Shifts in Purchasing Priorities
Search for Affordable Formats Drives Volume Growth
Chart 115 Bracell Expands with Affordable Toilet Paper Focusing on Cost-Benefit
Manikraft Captures Premium Demand with Balance Care Innovation
Chart 116 Manikraft Launches Mirafiori Trio Premium Toilet Paper
Chart 117 Volume Sales 2020-2030
Chart 118 Value Sales by Category 2025
Continued Growth to Be Driven by Product Mix Optimisation
Toilet Paper Expected to Maintain Its Lead as Multi-Ply Products Gain Ground in Urban Areas
Chart 119 Analyst Insight for Retail Tissue
Demand for Economy and Premium Products Set to Drive Continued Polarisation
Chart 120 Forecast Value Sales by Category 2025-2030
Leading Players Continue to Perform Well but Face Rising Competition
Potential New Approaches with Global Suzano - Kimberly-Clark Joint Venture
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Supermarkets Sustains Its Lead as Shoppers Seek Value and Convenience
Retail E-Commerce Grows Thanks to Repeat Purchases but Remains a Complementary Channel
Chart 123 Retail Channels 2020-2025
Chart 124 Economic Context for Retail Tissue
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Retail Tissue
Chart 128 Population 2020-2030
Chart 129 Consumer Expenditure 2020-2030
Chart 130 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Brazil
Key Data Insights
Farmácia Popular Expansion Drives Volume-Led Growth
Chart 131 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Farmácia Popular Expansion Drives Volume-Led Growth
Chart 132 Farmácia Popular Expands Free Adult Incontinence Supplies Under Health System SUS in 2025
Bigfral’S Inclusive Approach Boosts Access and Improves Patient Fit
Chart 133 Bigfral Expands Size-Inclusive Adult Incontinence Portfolio Supplied Via Reimbursed Pharmacies
Chart 134 Value Sales 2020-2030
Chart 135 Volume Sales 2020-2030
Continued Dynamism as the Population Ages and the Consumer Base Expands
Performance Will Be Linked to Public Policy Decisions
Pharmacy Networks to Strengthen Access and Drive Supplier Strategies
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 138 Real Gdp Growth 2020-2030
Chart 139 Inflation 2020-2030
Chart 140 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 141 Population 2020-2030
Chart 142 Consumer Expenditure 2020-2030
Chart 143 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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