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Country Report

Wipes in

Wipes in Brazil

20 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

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

PROSPECTS

Wipes increasingly penetrating Brazilian households

Wipes recorded modest growth in 2017, particularly in volume terms. However, the category offers significant room for further steady growth given the current low per capita expenditure in all categories.

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

Brazilian consumers tend to opt for baby wipes under the same brand as their preferred nappies/diapers, even though product differentiation in the former category is much weaker than in the latter. This trend is also supported by the fact that retailers tend to display baby wipes near to nappies/diapers.

Innovation being seen at some level in all categories

The use of aloe vera, vitamin E to stimulate collagen production and hypoallergenic plant-based lotions for skin hydration are just some of the attributes being seen in categories such as baby wipes, general purpose wipes and facial cleansing wipes.

COMPETITIVE LANDSCAPE

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

2017 saw Kimberly-Clark strengthen its position in the largest baby wipes category. This can be attributed to Huggies being allocated more shelf space than other leading brands, with both Johnson & Johnson and Procter & Gamble losing share.

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

Johnson & Johnson and Procter & Gamble were generally the leaders in terms of innovation in 2017, particularly focusing on the use of natural ingredients such as propolis extract and green tea, which can provide a feeling of added freshness. Johnson & Johnson also continued to highlight its “no more tears” formula, emphasising the fact that parents can use its wipes everywhere on a baby’s body, including the face.

Facial cleansing wipes a promising category for manufacturers

Several manufacturers had a presence in facial cleansing wipes in 2017. These ranged from one of the leading players in baby wipes, Johnson & Johnson with its Neutrogena brand, to companies with a solid position in the beauty and personal care industry, such as Natura, L’Oréal and Beiersdorf, as well as Essity, which is renowned for its adult incontinence products but also offers a facial cleansing wipe for women called Lady Free.

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Wipes Market Sample Report Wipes Market 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 Wipes 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 Wipes industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes 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 Wipes in Brazil?
What are the major brands in Brazil?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

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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Wipes in Brazil - Category analysis

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 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Brazil - Industry Overview

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 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Brazil

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Executive Summary

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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

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Wipes in Brazil - Category analysis

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

Tissue and Hygiene in Brazil - Industry Overview

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

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