Competitive Landscape
Essity Strengthens Its Lead, but the Competition Intensifies
Retail adult incontinence in Brazil remains concentrated, with the top three manufacturers, Essity do Brasil (Tena), Ontex Brasil Holding Ltda (Bigfral), and Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda (Plenitud), together accounting for 59% of retail value sales in 2025. Essity do Brasil strengthened its leadership, increasing its share from 19% in 2020 to 24% in 2025, while Ontex saw a decline from 24% to 20% over the same period, therefore switching places.
Softys Acquires Ontex Operations and Intensifies Competition
The most significant change in 2025 was Softys’ acquisition of Ontex’s Brazilian operations in April, following approval by Brazilian responsible entities. This development added established brands such as Bigfral to Softys’ portfolio and expanded its manufacturing footprint.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence in Brazil?
- Which are the leading brands in Retail Adult Incontinence in Brazil?
- How are products distributed in Retail Adult Incontinence 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 Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Brazil - Category analysis
Key Data Insights
Dynamic Volume-Driven Growth with Players Targeting Price-Sensitive Shoppers
Dynamic Volume-Driven Growth with Players Targeting Price-Sensitive Shoppers
Geriatex Expands Unisex Pants to Meet Inclusive Care Needs
Tena Reinforces Pants-Style Solutions to Drive Convenience and Autonomy
Dynamic Growth as Population Ageing Accelerates, but Affordability Will Be Crucial
Pants-Style Moderate/Heavy Adult Incontinence Products Set to Drive Growth
Farmácia Popular to Lessen Stigma, and Digital Adoption to Rise
Essity Strengthens Its Lead, but the Competition Intensifies
Softys Acquires Ontex Operations and Intensifies Competition
Pharmacies Expand Assortment to Maintain Leadership and Trust
Retail E-Commerce Gains Traction as Shoppers Seek Discretion
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:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
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 Retail Adult Incontinence research and analysis database.
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