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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Brazil

49 pages, Mar 2018

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Improving economic climate helping tissue and hygiene to recover

In 2017, Brazil’s economy started to recover following GDP declines recorded over the previous two years. A reported 1% increase in Brazilian GDP was linked to low inflation, with this boosting real incomes and allowing lower interest rates.

Consumers becoming more willing to try new value-added products

Innovation in recent years was largely related to new packaging formats, with manufacturers seeking to address consumer demand for both larger and smaller packs. Although remaining a relevant trend, particularly in categories perceived as offering basic goods, product innovation is increasingly being seen in both retail tissue and hygiene.

Competitive environment remains more concentrated in retail hygiene than retail tissue

While the competitive environment in retail hygiene categories such as nappies/diapers/pants and sanitary protection remained fairly concentrated, characterised by fierce competition between multinationals such as Procter & Gamble, Kimberly-Clark and Johnson & Johnson, retail tissue comprised a multitude of both local and multinational players. Local players tend to compete in specific regions through low-end products, although some are increasingly venturing into retail hygiene with more premium-positioned offerings.

Two key distribution channels are gaining share as a result of new consumption habits

Warehouse clubs, which are also known as atacarejos, and some health and beauty specialists continued to perform very well in tissue and hygiene in 2017. The latter channel is represented mainly by large chains such as Raia Drogasil, Drogaria Pacheco and Drogaria São Paulo, which are gaining ground in retail hygiene thanks to a growing product portfolio.

Improving socio-economic indicators will continue to support premiumisation and the stronger penetration of more mature categories

According to the Brazilian Institute of Geography and Statistics, around 50 million Brazilians are currently living below the poverty line. This alarming number, tied to the recent economic downturn, suggest that the industry has significant growth potential, particularly in categories in which penetration in Brazil is much lower than in other countries, such as nappies/diapers/pants, kitchen towels and facial tissues, among others.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Brazil for free:

The Tissue and Hygiene in Brazil market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Brazil?
What are the major brands in Brazil?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Tissue and Hygiene in Brazil

EXECUTIVE SUMMARY

Improving economic climate helping tissue and hygiene to recover

Consumers becoming more willing to try new value-added products

Competitive environment remains more concentrated in retail hygiene than retail tissue

Two key distribution channels are gaining share as a result of new consumption habits

Improving socio-economic indicators will continue to support premiumisation and the stronger penetration of more mature categories

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Brazil

HEADLINES

PROSPECTS

Growth of the foodservice channel helps to maintain AFH sales

Stronger growth expected over the forecast period

AFH wipers the best performing category

COMPETITIVE LANDSCAPE

Melhoramentos Papéis remains by far the leading player in a crowded channel

Roll formats being prioritised by the channel’s leaders

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2016-2017
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2016-2017
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2016-2017
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2016-2017
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Brazil

HEADLINES

PROSPECTS

Category posts a current value decline for the first time in many years

Nappies/diapers/pants far from saturation in Brazil

Eco-friendly messages not being used to any great extent

COMPETITIVE LANDSCAPE

The leading companies gain volume share in 2017

Weaker brands lose shelf space

Leading players increasingly using social media as a communication channel

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Adult incontinence set to be the best performing category in both value and volume terms over the forecast period

Increase in risk factors associated with incontinence

Manufacturers focus on product segmentation

COMPETITIVE LANDSCAPE

Ontex acquires the adult incontinence business of Hypermarcas

Innovation largely in the hands of multinational companies

The very fragmented health and beauty specialist retailer channel favours regional manufacturers

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in Brazil

HEADLINES

PROSPECTS

Brazilians start to trade up as the economy gradually recovers

Two-ply toilet paper set to overtake single-ply variants by 2019

Demand rises for larger packs

COMPETITIVE LANDSCAPE

Local players command a solid position in retail tissue

Premiumisation being driven primarily by the leading five players

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2012-2017
Table 43 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 44 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 45 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 46 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Farmácia Popular remains the most important reimbursement scheme

Economic downturn hampers the expansion of the reimbursement programme

Private health insurance companies still do not reimburse adult incontinence products

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

Wipes in Brazil

HEADLINES

PROSPECTS

Wipes increasingly penetrating Brazilian households

Consumers more likely to opt for baby wipes under the same brand as their preferred nappies and diapers

Innovation being seen at some level in all categories

COMPETITIVE LANDSCAPE

Kimberly-Clark and Johnson & Johnson remain the clear category leaders

Innovation being driven mainly by Johnson & Johnson and Procter & Gamble

Facial cleansing wipes a promising category for manufacturers

CATEGORY DATA

Table 52 Retail Sales of Wipes by Category: Value 2012-2017
Table 53 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 54 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 55 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 56 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 57 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Sanitary Protection in Brazil

HEADLINES

PROSPECTS

Sanitary protection slowly starting to recover from the recent economic crisis

Average unit price remains fairly flat

Concerns about the side-effects of oral contraceptives set to support category growth

COMPETITIVE LANDSCAPE

Innovation primarily coming from the three main players

Three leading multinationals focus heavily on social media to promote their brands

The buzz surrounding menstrual cups cools

CATEGORY DATA

Table 58 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 59 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 60 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 61 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 62 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 63 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 64 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

Improving economic climate helping tissue and hygiene to recover

Consumers becoming more willing to try new value-added products

Competitive environment remains more concentrated in retail hygiene than retail tissue

Two key distribution channels are gaining share as a result of new consumption habits

Improving socio-economic indicators will continue to support premiumisation and the stronger penetration of more mature categories

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Brazil

EXECUTIVE SUMMARY

Improving economic climate helping tissue and hygiene to recover

Consumers becoming more willing to try new value-added products

Competitive environment remains more concentrated in retail hygiene than retail tissue

Two key distribution channels are gaining share as a result of new consumption habits

Improving socio-economic indicators will continue to support premiumisation and the stronger penetration of more mature categories

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Brazil

HEADLINES

PROSPECTS

Growth of the foodservice channel helps to maintain AFH sales

Stronger growth expected over the forecast period

AFH wipers the best performing category

COMPETITIVE LANDSCAPE

Melhoramentos Papéis remains by far the leading player in a crowded channel

Roll formats being prioritised by the channel’s leaders

CATEGORY DATA

Nappies/Diapers/Pants in Brazil

HEADLINES

PROSPECTS

Category posts a current value decline for the first time in many years

Nappies/diapers/pants far from saturation in Brazil

Eco-friendly messages not being used to any great extent

COMPETITIVE LANDSCAPE

The leading companies gain volume share in 2017

Weaker brands lose shelf space

Leading players increasingly using social media as a communication channel

CATEGORY DATA

Retail Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Adult incontinence set to be the best performing category in both value and volume terms over the forecast period

Increase in risk factors associated with incontinence

Manufacturers focus on product segmentation

COMPETITIVE LANDSCAPE

Ontex acquires the adult incontinence business of Hypermarcas

Innovation largely in the hands of multinational companies

The very fragmented health and beauty specialist retailer channel favours regional manufacturers

CATEGORY DATA

Retail Tissue in Brazil

HEADLINES

PROSPECTS

Brazilians start to trade up as the economy gradually recovers

Two-ply toilet paper set to overtake single-ply variants by 2019

Demand rises for larger packs

COMPETITIVE LANDSCAPE

Local players command a solid position in retail tissue

Premiumisation being driven primarily by the leading five players

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Farmácia Popular remains the most important reimbursement scheme

Economic downturn hampers the expansion of the reimbursement programme

Private health insurance companies still do not reimburse adult incontinence products

CATEGORY DATA

Wipes in Brazil

HEADLINES

PROSPECTS

Wipes increasingly penetrating Brazilian households