Competitive Landscape
Leaders Defend Their Shares with Innovation and Communication
Menstrual care in Brazil in 2025 is highly concentrated, with the three leading multinationals, Johnson & Johnson do Brasil Indústria e Comércio de Produtos para Saúde Ltda, Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda, and Procter & Gamble do Brasil SA, together accounting for more than 83% of retail value sales. Over the period from 2020 to 2025, the level of concentration remained stable, with only marginal shifts among the top players.
Private Label and Low/Mid-Tier Products Expand Their Presence but Remain Limited
The principal changes in the competitive environment in 2025 have arisen from innovation and competitive repositioning, rather than from structural or ownership changes. Local and mid-tier manufacturers, such as Ever Green (Modess), have expanded their presence in more affordable categories, particularly pantyliners, and benefited from consumer trading-down behaviour and strong penetration in pharmacies and regional retailers.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care 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 Menstrual Care 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 Menstrual Care 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 Menstrual Care in Brazil?
- Which are the leading brands in Menstrual Care in Brazil?
- How are products distributed in Menstrual Care 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 Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Brazil - Category analysis
Key Data Insights
Price Sensitivity Remains High, with Modess Expanding Its Reach with Its Value Positioning
Price Sensitivity Remains High, with Modess Expanding Its Reach with Its Value Positioning
Always Boosts Innovation in Towels by Offering Greater Convenience
Kimberly-Clark Responds to Demand for Clean Wellness
Pantyliners to Attract Younger Buyers, Although Towels Will Retain Its Dominance
Opportunities for Growth for Disposable Period Pants, Although From a Low Base
Femtech and Education Campaigns Expected to Boost Value and Inclusion
Leaders Defend Their Shares with Innovation and Communication
Private Label and Low/Mid-Tier Products Expand Their Presence but Remain Limited
Supermarkets Maintains Its Lead by Meeting Routine Purchase Needs
Retail E-Commerce Expands Reach but Remains Secondary to Offline Retail
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:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
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This report originates from Passport, our Menstrual Care research and analysis database.
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