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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Brazil

Jun 2020

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Executive Summary

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COVID-19 impact on tissue and hygiene

It is still too early in mid-2019 to assess the full effect of COVID-19 in Brazil, given the pandemic arrived a little later in South America than many other regions of the world. However, the impact is already being felt and will be more marked in certain areas of the tissue and hygiene market, no more so than in AFH tissue, which will record sharp declines in both value and volume terms in 2020.

COVID-19 country impact

As of 8 June 2020, Brazil had seen 37,134 deaths due to COVID-19 and 707,412 cases. The first case of COVID-19 was confirmed by the Health Ministry on 26 February.

Convenience and price shaping consumer preferences at the end of the review period

Consumers were increasingly prioritising either convenience or cost in 2019. The latter trend was being fuelled by the popularity of warehouse clubs such as Atacadão and Assaí.

Further concentration expected in the competitive environment

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.

Tissue and hygiene expected to record positive growth over the forecast period

In spite of some areas of the market, most notably AFH tissue, being negatively affected by the COVID-19 pandemic in 2020, tissue and hygiene as a whole is expected to continue recording positive growth over the forecast period as a whole. The shutdown of so many parts of the economy will naturally affect sales of tissue products in particular, but, while AFH tissue sales will slump in 2020, retail tissue will continue to see healthy growth rates, while hygiene sales, both retail and AFH, will hold up well in 2020.

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Convenience and price shaping consumer preferences at the end of the review period

Further concentration expected in the competitive environment

Tissue and hygiene expected to record positive growth over the forecast period

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Pantyliners continues to outperform towels and tampons

Limited availability of products boasting sustainability or a healthier positioning

Major multinationals continue to control sanitary protection in Brazil

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Per capita consumption should rise as the economy recovers

Convenience and price the key drivers of sales

Procter & Gamble and Kimberly-Clark remain the leading players, private label has a minor share

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Category benefiting from favourable demographics and greater consumer awareness

Growth of moderate/heavy products supported by the pant format

Ontex maintains its leading position, entry of Drylock Technologies could increase concentration

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

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

Leading brand manufacturers see value in promoting Farmácia Popular

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Personal wipes benefiting from increasing penetration

Moist toilet wipes finding appeal among consumers with stronger purchasing power

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

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2014-2019
Table 43 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 45 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 46 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Two-ply toilet paper is becoming increasingly mainstream

Players looking to stress the multifunctionality of paper towels to local consumers

Local players expected to further strengthen their positions

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2014-2019
Table 49 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 50 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 51 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 52 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Dispensers increasingly supporting sales of AFH tissue

Wipers still the strongest performer in AFH tissue

Smaller companies gaining ground, but major players still control overall sales

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Convenience and price shaping consumer preferences at the end of the review period

Further concentration expected in the competitive environment

Tissue and hygiene expected to record positive growth over the forecast period

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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Convenience and price shaping consumer preferences at the end of the review period

Further concentration expected in the competitive environment

Tissue and hygiene expected to record positive growth over the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Pantyliners continues to outperform towels and tampons

Limited availability of products boasting sustainability or a healthier positioning

Major multinationals continue to control sanitary protection in Brazil

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Per capita consumption should rise as the economy recovers

Convenience and price the key drivers of sales

Procter & Gamble and Kimberly-Clark remain the leading players, private label has a minor share

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Category benefiting from favourable demographics and greater consumer awareness

Growth of moderate/heavy products supported by the pant format

Ontex maintains its leading position, entry of Drylock Technologies could increase concentration

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

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

Leading brand manufacturers see value in promoting Farmácia Popular

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Wipes in Brazil

HEADLINES

PRE-COVID-19 PERFORMANCE

Personal wipes benefiting from increasing penetration

Moist toilet wipes finding appeal among consumers with stronger purchasing power

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

2020 AND BEYOND

COVID-19 impact