Competitive Landscape
Procter & Gamble Accelerates Share Gains Due to Consumer Trust
Nappies/diapers/pants in Brazil in 2025 remains concentrated, with the top two manufacturers, Procter & Gamble do Brasil SA (Pampers)?and Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda (Huggies), holding a combined 47% share by retail value. Over the period from 2020 to 2025, the category became incrementally more concentrated at the top, particularly due to the acceleration of Procter & Gamble's share, which climbed from 21% in 2020 to 25% in 2025.
Softys Integrates Ontex to Strengthen Value and Mid-Tier Competition
A significant development in 2025 was the completion of Softys’ acquisition of Ontex’s Brazilian operations, an event that increases the competition, particularly in the value and mid-priced segments. The integration of Ontex’s established nappy/diaper brands and manufacturing capacity into Softys’ portfolio expands its footprint and operational scale, creating a stronger challenger to the multinational leaders.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Brazil?
- Which are the leading brands in Nappies/Diapers/Pants in Brazil?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Brazil - Category analysis
Key Data Insights
Black Fralda Drives Sales Amid Cautious Consumer Spending
Black Fralda Drives Sales Amid Cautious Consumer Spending
Disposable Pants Outpaces Traditional Formats as Convenience Redefines Routines
Premiumisation Plays a Selective Role in Nappies/Diapers/Pants among Higher-Income Consumers
Disposable Pants Expected to Gain Share as Convenience Reshapes Demand
Affordability Will Remain Crucial for Most Consumers
Format Innovation and Demographic Change Drive Long-Term Business Transformation
Procter & Gamble Accelerates Share Gains Due to Consumer Trust
Softys Integrates Ontex to Strengthen Value and Mid-Tier Competition
Health and Beauty Specialists Strengthens Its Lead as Trust and Convenience Shape Purchasing
Retail E-Commerce Grows for Disposable Pants and Premium Lines, but Remains Less Significant
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:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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