Competitive Landscape
Bracell Expands Portfolio to Capture Value-Focused Buyers
Competitive dynamics in away-from-home tissue and hygiene are marked by incremental share shifts, signalling a mature but increasingly competitive landscape. Over 2025, the environment remained relatively concentrated at the top, with Bracell reinforcing its position by expanding professional portfolios and deploying competitive pricing strategies, particularly in value-oriented products such as paper towels and toilet paper distributed via institutional channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Brazil?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Brazil?
- How are products distributed in Away-From-Home Tissue and Hygiene in Brazil?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Brazil - Category analysis
Key Data Insights
Professional Buyers Focus on Cost Efficiency, and Bracell Boosts Output to Win on Affordability
Professional Buyers Focus on Cost Efficiency, and Bracell Boosts Output to Win on Affordability
Paper Towels Continues to Lead Value Sales Due to Widespread Adoption across Professional Environments
Convenience Leads System-Based Formats to Perform Well
Growth Set to Continue, While the Competition Is Expected to Intensify
Growth as Footfall Increases, Driving Demand across Both Tissue and Hygiene
System-Based Hygiene Products to Outpace Traditional Formats in Professional Settings
Bracell Expands Portfolio to Capture Value-Focused Buyers
Distributors Deliver Technical Value to Drive Purchasing Decisions
Horeca Continues to Dominate End Users in a Stable Environment
Tissue and Hygiene in Brazil - Industry Overview
Bracell Expands Affordable Tissue Lines to Capture Price-Sensitive Shoppers
Key Data Insights
Bracell Expands Affordable Tissue Lines to Capture Price-Sensitive Shoppers
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
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
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
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
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy 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 report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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