Wipes in Brazil

PROSPECTS

Personal wipes benefiting from increasing penetration

In 2018, personal wipes registered further growth, 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.

Local manufacturers enter impregnated wet wipes

Two local players ventured into impregnated wet wipes in 2018. Bettanin and Indústria Anhembi, which are both home care manufacturers, launched their new products during the second half of the year, seeking to benefit from the first mover advantage.

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

Like all other categories in personal wipes, moist toilet wipes also continued to gain traction among consumers in 2018, 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.

COMPETITIVE LANDSCAPE

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

Unlike in the nappies/diapers/pants category, in which Kimberly-Clark competes head-to-head with Procter & Gamble, it remained the clear leader in wipes in 2018 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 mid-term.

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

The move of baby wipes into the mainstream was partly a result of the emergence of private label products. This situation is likely to soon be seen with other wipes categories, driven by both national and regional retailers, mainly health and beauty specialists, hypermarkets and supermarkets.

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

As economy brand manufacturers enter the adult incontinence category, this could potentially also support the growth of general purpose wipes. Manufacturers such as Ever Green, CCM Industria and Eurofral are also offering general purpose wipes under the same brands as they seek to cater for the needs of more price-sensitive consumers.

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