Wipes in Brazil

PRE-COVID-19 PERFORMANCE

Personal wipes benefiting from increasing penetration

Personal wipes continued to register growth in 2019, with sales driven by these products’ convenience and practicality. Baby wipes continued to account for the majority of the category’s sales thanks to these products’ much longer presence in the marketplace when compared with more recent offerings, such as general-purpose and intimate wipes.

Moist toilet wipes finding appeal among consumers with stronger purchasing power

Like all other categories in personal wipes, moist toilet wipes also continued to gain traction among consumers in 2019, with more Brazilians viewing these as complementary products to traditional toilet paper. Interestingly, these products are proving particularly appealing to men, who value their greater cleaning efficacy when compared to standard dry toilet tissue.

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

Kimberly-Clark remained the clear leader in wipes in 2019 thanks to its Huggies brand. Alongside its main competitor Johnson & Johnson, the company is trying to drive sales by offering new features, which will then likely be replicated by other manufacturers over the medium term.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 6% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to a 10% rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

All-purpose cleaning wipes will see strong growth in 2020, boosted by consumers’ desire to keep surfaces within the home clean, while baby wipes, despite already dominating sales in the overall wipes category, will also continue to grow, thanks to the convenience and versatility of these products. With nurseries closed, this will also boost sales of baby wipes for home use.

Recovery and opportunities

Wipes will record positive value growth at constant 2019 prices over the forecast period. All-purpose cleaning wipes will see the strongest growth, with consumers expected to continue looking to maintain high standards of hygiene in the home.

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