Brazil holds a significant position in tissue and hygiene globally. The country is a major producer of cellulose, which is the primary raw material for tissue products. However, the Brazilian economy has faced significant challenges, including the impact of global trade tensions and fluctuating raw materials costs. The ongoing trade war between China and the US has led to increased tariffs and disrupted supply chains, affecting the availability and cost of essential components. The pricing dynam...
Euromonitor International's Tissue and Hygiene 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 2020-2024, 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 2029 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.
- Tissue and Hygiene in Brazil
- Euromonitor International
- May 2025
- List Of Contents And Tables
- TISSUE AND HYGIENE IN BRAZIL
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- Table 1 Birth Rates 2019-2024
- Table 2 Infant Population 2019-2024
- Table 3 Female Population by Age 2019-2024
- Table 4 Total Population by Age 2019-2024
- Table 5 Households 2019-2024
- Table 6 Forecast Infant Population 2024-2029
- Table 7 Forecast Female Population by Age 2024-2029
- Table 8 Forecast Total Population by Age 2024-2029
- Table 9 Forecast Households 2024-2029
- MARKET DATA
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Menstrual care maintains growth, driven mostly by pantyliners
- Sustainable innovations and expansion of leading players set the tone in menstrual care
- Retail e-commerce gains relevance each year, but physical stores remain dominant
- PROSPECTS AND OPPORTUNITIES
- Education and social activities to break down barriers in the forecast period in Brazil
- Online developments should gain traction in the coming years
- Empowering women by addressing health issues in menstrual care
- CATEGORY DATA
- Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
- Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
- Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
- Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
- Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
- Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
- NAPPIES/DIAPERS/PANTS IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Disposable pants continues to be the driving force within nappies/diapers/pants
- Narrowing the gap between price ranges, and further consolidation
- Retail e-commerce still accounts for a low share, but is continuously evolving
- PROSPECTS AND OPPORTUNITIES
- Sustainability and premium segment to boost innovation in the forecast period
- Despite constant growth for retail e-commerce, offline stores should remain dominant in the coming years
- Global innovations to shape and influence nappies/diapers/pants
- CATEGORY DATA
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
- RETAIL ADULT INCONTINENCE IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Retail adult incontinence sees a slowing of growth from the previous year, but it remains robust
- Strategic moves from major players change market dynamics
- Retail e-commerce finds space in retail adult incontinence, but pharmacies remains number one
- PROSPECTS AND OPPORTUNITIES
- Players in adult incontinence invest in sustainable initiatives
- Stronger potential for adult incontinence products in the digital world
- Seeking comfort and new technologies in adult incontinence
- CATEGORY DATA
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
- RX/REIMBURSEMENT ADULT INCONTINENCE IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Overcoming challenges in Rx/reimbursement adult incontinence
- The transformative impact of Brazil’s Farmácia Popular programme
- Adapting the healthcare supply chain to geopolitical challenges
- PROSPECTS AND OPPORTUNITIES
- Pioneering sustainability and innovation in adult incontinence care
- Expanding access and promoting social inclusion
- Economic challenges will continue to force new strategies in the forecast period
- CATEGORY DATA
- Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
- Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
- Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
- Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
- WIPES IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Baby wipes continues its robust growth trajectory
- Price-sensitive consumers drive new strategies for wipes
- Big digital players benefit from changing consumer habits
- PROSPECTS AND OPPORTUNITIES
- Upcoming economic difficulties may present concerns for wipes
- Embracing digitalisation to ensure leadership
- Global innovations to inspire the Brazilian market
- CATEGORY DATA
- Table 42 Retail Sales of Wipes by Category: Value 2019-2024
- Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
- Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
- Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
- Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
- Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
- RETAIL TISSUE IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Retail tissue navigates challenges and opportunities
- New entries and big acquisitions set the tone for a competitive landscape
- New partnerships to boost digitalisation
- PROSPECTS AND OPPORTUNITIES
- The impact of Bracell’s growth on Brazilian consumers
- Integrating technology to improve channel diversification and distribution
- Developments anticipated to follow the premiumisation and sustainability trends
- CATEGORY DATA
- Table 48 Retail Sales of Tissue by Category: Value 2019-2024
- Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
- Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
- Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
- Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
- Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
- AWAY-FROM-HOME TISSUE AND HYGIENE IN BRAZIL
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growth continues as office working returns and tourists boost demand
- Players invest in different ways to stay ahead in AFH tissue and hygiene
- Opportunities within the realm of digitalisation
- PROSPECTS AND OPPORTUNITIES
- National fairs and trends to impact the AFH channel
- Logistics, and threats at a global level
- Setting the example for future innovation in AFH tissue and hygiene
- CATEGORY DATA
- Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
- Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
- Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
- Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
- Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
- Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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