Competitive Landscape
Leading Players Continue to Perform Well but Face Rising Competition
Retail tissue in Brazil in 2025 remains relatively fragmented, with no single company holding a dominant share, and the leading companies together accounting for a moderate share of retail value sales. The largest player, Softys Brasil Ltda (Elite Dualette, Cotton, Leblon Soft Blanc, Sublime, etc.
Potential New Approaches with Global Suzano - Kimberly-Clark Joint Venture
In 2025, the competitive dynamics were further shaped by the announcement of a global joint venture between Suzano and Kimberly-Clark, following the transfer of Kimberly-Clark’s Brazilian tissue operations to Suzano. This agreement brings together global tissue and professional assets, manufacturing capacity, and internationally recognised brands, setting the stage for deeper integration and future strategic shifts.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Tissue 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 Tissue 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 Tissue in Brazil?
- Which are the leading brands in Retail Tissue in Brazil?
- How are products distributed in Retail Tissue 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 Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Brazil - Category analysis
Key Data Insights
Volume and Value Growth Similar, with Nuanced Shifts in Purchasing Priorities
Volume and Value Growth Similar, with Nuanced Shifts in Purchasing Priorities
Search for Affordable Formats Drives Volume Growth
Manikraft Captures Premium Demand with Balance Care Innovation
Continued Growth to Be Driven by Product Mix Optimisation
Toilet Paper Expected to Maintain Its Lead as Multi-Ply Products Gain Ground in Urban Areas
Demand for Economy and Premium Products Set to Drive Continued Polarisation
Leading Players Continue to Perform Well but Face Rising Competition
Potential New Approaches with Global Suzano - Kimberly-Clark Joint Venture
Supermarkets Sustains Its Lead as Shoppers Seek Value and Convenience
Retail E-Commerce Grows Thanks to Repeat Purchases but Remains a Complementary Channel
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 Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why 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 Tissue research and analysis database.
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