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Retail Tissue in Brazil

Publisher Euromonitor International
Published Apr 16, 2026
Length 37 Pages
SKU # EP21132356

Description

Retail tissue in Brazil demonstrated a notable rebalancing between value and volume performance in 2025, diverging from the price-led expansion seen in many regional peers. The year was characterised by moderate current value growth, with retail sales reaching BRL16,073 million and retail volumes climbing to 1.2 million tonnes, representing annual growth of 7% and 6%, respectively. This performance was underpinned by a renewed consumer focus on affordability due to inflationary pressures, leadin...

Euromonitor International's Retail Tissue in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Facial Tissues, Paper Tableware, Paper Towels, Toilet Paper.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail Tissue market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

37 Pages
Retail Tissue in Brazil
Euromonitor International
April 2026
List Of Contents And Tables
RETAIL TISSUE IN BRAZIL
Key Data Insights
2025 Developments
Volume and Value Growth Similar, with Nuanced Shifts in Purchasing Priorities
Key Industry Trends
CHART 1 Key Industry Trends for Retail Tissue
Industry Performance
Search for Affordable Formats Drives Volume Growth
CHART 2 Bracell Expands with Affordable Toilet Paper Focusing on Cost-Benefit
Manikraft Captures Premium Demand with Balance Care Innovation
CHART 3 Manikraft Launches Mirafiori Trio Premium Toilet Paper
CHART 4 Volume Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
Continued Growth to Be Driven by Product Mix Optimisation
Toilet Paper Expected to Maintain Its Lead as Multi-Ply Products Gain Ground in Urban Areas
CHART 6 Analyst Insight for Retail Tissue
Demand for Economy and Premium Products Set to Drive Continued Polarisation
CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Leading Players Continue to Perform Well but Face Rising Competition
Potential New Approaches with Global Suzano - Kimberly-Clark Joint Venture
CHART 8 Company Shares 2025
CHART 9 Brand Shares 2025
Channels
Supermarkets Sustains Its Lead as Shoppers Seek Value and Convenience
Retail E-Commerce Grows Thanks to Repeat Purchases but Remains a Complementary Channel
CHART 10 Retail Channels 2020-2025
Economic Context
CHART 11 Economic Context for Retail Tissue
CHART 12 Real Gdp Growth 2020-2030
CHART 13 Inflation 2020-2030
Consumer Context
CHART 14 Consumer Context for Retail Tissue
CHART 15 Population 2020-2030
CHART 16 Consumer Expenditure 2020-2030
CHART 17 Population by Generation 2025
Country Reports Disclaimer
CHART 18 Key Industry Trends for Tissue and Hygiene
CHART 19 Bracell Amplifies its Presence with Affordable Toilet Paper, Focusing on Cost-Benefit Ratio
CHART 20 Always Launches Pocket Flexfoam to Offer Compact Convenience in Menstrual Care
CHART 21 Dermacyd launches Neutralize intimate wipes with pH-balanced Odor Control technology
CHART 22 Value Sales 2020-2030
CHART 23 Value Sales by Category 2025
CHART 24 Analyst Insight for Tissue and Hygiene
CHART 25 Forecast Value Sales 2020-2030
CHART 26 Forecast Value Sales by Category 2025-2030
CHART 27 Company Shares 2025
CHART 28 Brand Shares 2025
CHART 29 Retail Channels 2020-2025
CHART 30 Economic Context for Tissue and Hygiene
CHART 31 Real Gdp Growth 2020-2030
CHART 32 Inflation 2020-2030
CHART 33 Consumer Context for Tissue and Hygiene
CHART 34 Population 2020-2030
CHART 35 Consumer Expenditure 2020-2030
CHART 36 Population by Generation 2025
TISSUE AND HYGIENE IN BRAZIL
Executive Summary
Bracell Expands Affordable Tissue Lines to Capture Price-Sensitive Shoppers
Key Data Insights
Key Industry Trends
Industry Performance
Retail Tissue Maintains Lead as Bulk Formats and Value Brands Drive Volumes
Always Launches Pocket Flexfoam to Drive Convenience-Led Premium Growth
Dermacyd Targets Clean Wellness with Ph-Balanced Intimate Wipes
What's Next?
Adult Incontinence Providers to Leverage the Ageing Population to Drive Adoption
Value Brands to Remain Significant Due to Persistent Price Sensitivity
Omnichannel Strategies and Monitoring and Adapting to Regulations Will Be Important for Companies
Competitive Landscape
Kimberly-Clark Maintains Its Lead, but the Competition Rises in the Value Segment
Softys' Acquisition of Ontex's Brazilian Business Impacts Tissue and Hygiene
Aggressive Expansion Positions Bracell as a Major Challenger
Channels
Health and Beauty Specialists Captures Hygiene Sales as Shoppers Seek Advice and Chains Expand
Retail E-Commerce Gains Ground for Premium and Bulk Products, but Rises From a Low Base
Economic Context
Consumer Context
Country Reports Disclaimer

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