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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Brazil

Mar 2019

US$2,650

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Executive Summary

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2018 proves a challenging year as a result of soaring raw material costs and political instability

In 2018, negative social externalities and a slow economic recovery served to hamper consumption growth in Brazil. A truckers’ strike, for instance, lasted for 10 days and blocked roads nationwide, in turn adversely impacting the entire value chain.

Rising raw material costs lead to price increases

The value growth of both the tissue and hygiene categories in Brazil in 2018 was primarily a result of higher raw material costs and thus end prices rather than consumers being willing to spend more on premium products. For example, the cost of cellulose pulp rose by more than 25%, resulting in manufacturers and cellulose converters having to charge higher prices, albeit not too much higher due to consumers’ more cautious spending.

Further concentration expected in the competitive environment as consumption rises

Both tissue and hygiene are predicted to increasingly witness a decline in the number of manufacturers and converters over time. This already started to be seen during the recession when smaller manufacturers were absorbed by larger companies.

Convenience and price shape consumer preference

In 2018, consumers continued to prioritise either convenience or cost. The latter trend is being fuelled by the popularity of warehouse clubs such as Atacadão and Assaí.

Positive outlook should help support the development of more sustainable products

Ultimately, environmentally-friendly products, such as organic, natural, recyclable and biodegradable offerings, will likely remain a niche over the forecast period, although mass brand manufacturers will be able to tap into more moderate and feasible alternatives. As consumers typically become more aware and concerned about the impact of disposable hygiene products, the leading manufacturers will likely look to offer alternatives which are less harmful to the environment, for example through a reduction in the usage of plastic.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

2018 proves a challenging year as a result of soaring raw material costs and political instability

Rising raw material costs lead to price increases

Further concentration expected in the competitive environment as consumption rises

Convenience and price shape consumer preference

Positive outlook should help support the development of more sustainable products

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Retail Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Category benefiting from favourable demographics and greater consumer awareness

Growth of moderate/heavy products supported by the pant format

Health and beauty specialist retailers remains the leading distribution channel

COMPETITIVE LANDSCAPE

Ontex maintains its leading position

Drylock Technologies set to become an important player in adult incontinence

Private label benefiting from the growing importance of chained drugstores

CATEGORY DATA

Table 19 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 20 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 21 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 22 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 23 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 24 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Brazil

HEADLINES

PROSPECTS

Slow economic recovery and rising cellulose prices pose a challenge to category growth

Two-ply toilet paper no longer seen as a premium option

Industry begins to explore the various uses of paper towels

COMPETITIVE LANDSCAPE

Local players expected to further strengthen their positions

Melhoramentos Papéis overtakes Santher to lead paper towels

Private label seen as a good opportunity for using manufacturers’ spare capacity

CATEGORY DATA

Table 25 Retail Sales of Tissue by Category: Value 2013-2018
Table 26 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 29 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Brazilian government’s financial problems hinder the expansion of the public reimbursement system

Fragile public finances mean weak growth for the Rx/reimbursement channel when compared to retail

Leading brand manufacturers see value in promoting Farmácia Popular

CATEGORY DATA

Table 31 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 32 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 33 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 34 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Brazil

HEADLINES

PROSPECTS

Rising costs lead to stronger value than volume growth

Pantyliners enjoying increasing penetration

Sustainability and a healthier positioning limited to high-end brands

COMPETITIVE LANDSCAPE

Category remains in the hands of three multinationals

No new players expected to enter the category

Reusable and environmentally-friendly products only offered by niche players

CATEGORY DATA

Table 35 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 36 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 37 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 38 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 39 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 41 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Brazil

HEADLINES

PROSPECTS

Personal wipes benefiting from increasing penetration

Local manufacturers enter impregnated wet wipes

Moist toilet wipes start to appeal to those with stronger purchasing power

COMPETITIVE LANDSCAPE

Kimberly-Clark maintains its leading position thanks to a strong product portfolio

Private label expected to gain ground in the standard and economy price segments

Mid-priced players seeking to support the growth of general purpose wipes

CATEGORY DATA

Table 43 Retail Sales of Wipes by Category: Value 2013-2018
Table 44 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 47 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Away-From-Home Tissue and Hygiene in Brazil

HEADLINES

PROSPECTS

Higher costs and weak economic recovery lead to fierce competition

Dispensers increasingly supporting sales of AFH tissue

Wipers remains the best performing category

COMPETITIVE LANDSCAPE

Leading players witness the rise of smaller companies

New players challenge the traditional AFH business model

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 51 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 52 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 53 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 54 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 55 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 58 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Brazil

HEADLINES

PROSPECTS

Category recovers from a volume decline in 2017

Per capita consumption should rise as the economy recovers

Convenience and price the key drivers of sales

COMPETITIVE LANDSCAPE

Procter & Gamble and Kimberly-Clark remain the leading players

Category becoming more concentrated

Private label faces further obstacles

CATEGORY DATA

Table 60 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 61 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 62 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 63 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 64 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 65 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

2018 proves a challenging year as a result of soaring raw material costs and political instability

Rising raw material costs lead to price increases

Further concentration expected in the competitive environment as consumption rises

Convenience and price shape consumer preference

Positive outlook should help support the development of more sustainable products

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

2018 proves a challenging year as a result of soaring raw material costs and political instability

Rising raw material costs lead to price increases

Further concentration expected in the competitive environment as consumption rises

Convenience and price shape consumer preference

Positive outlook should help support the development of more sustainable products

MARKET INDICATORS

MARKET DATA

SOURCES

Retail Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Category benefiting from favourable demographics and greater consumer awareness

Growth of moderate/heavy products supported by the pant format

Health and beauty specialist retailers remains the leading distribution channel

COMPETITIVE LANDSCAPE

Ontex maintains its leading position

Drylock Technologies set to become an important player in adult incontinence

Private label benefiting from the growing importance of chained drugstores

CATEGORY DATA

Retail Tissue in Brazil

HEADLINES

PROSPECTS

Slow economic recovery and rising cellulose prices pose a challenge to category growth

Two-ply toilet paper no longer seen as a premium option

Industry begins to explore the various uses of paper towels

COMPETITIVE LANDSCAPE

Local players expected to further strengthen their positions

Melhoramentos Papéis overtakes Santher to lead paper towels

Private label seen as a good opportunity for using manufacturers’ spare capacity

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Brazil

HEADLINES

PROSPECTS

Brazilian government’s financial problems hinder the expansion of the public reimbursement system

Fragile public finances mean weak growth for the Rx/reimbursement channel when compared to retail

Leading brand manufacturers see value in promoting Farmácia Popular

CATEGORY DATA

Sanitary Protection in Brazil

HEADLINES

PROSPECTS

Rising costs lead to stronger value than volume growth

Pantyliners enjoying increasing penetration

Sustainability and a healthier positioning limited to high-end brands

COMPETITIVE LANDSCAPE

Category remains in the hands of three multinationals

No new players expected to enter the category

Reusable and environmentally-friendly products only offered by niche players

CATEGORY DATA

Wipes in Brazil

HEADLINES

PROSPECTS

Personal wipes benefiting from increasing penetration

Local manufacturers enter impregnated wet wipes

Moist toilet wipes start to appeal to those with stronger purchasing power

COMPETITIVE LANDSCAPE

Kimberly-Clark maintains its leading position thanks to a strong product portfolio

Private label expected to gain ground in the standard and economy price segments

Mid-priced players seeking to support the growth of general purpose wipes

CATEGORY DATA

Away-From-Home Tissue and Hygiene in Brazil

HEADLINES