Select Country Report
Tissue and hygiene in 2024: The big picture
Brazil holds a significant position in tissue and hygiene globally. The country is a major producer of cellulose, which is the primary raw material for tissue products.
2024 key trends
Despite the macroeconomic challenges, there is growing demand for premium products which offer superior quality and additional benefits in Brazil. This trend is evident in various categories, including toilet paper and menstrual care.
Competitive landscape
The dynamic nature of tissue and hygiene in Brazil means companies focus on innovation, sustainability, and meeting evolving consumer needs. Kimberly-Clark maintained its leading position in retail hygiene in value terms in 2024.
Retail developments
The growth of retail e-commerce is reshaping the distribution landscape for tissue and hygiene. Companies are expanding their online presence and leveraging digital platforms to reach a broader audience and provide convenient purchasing options.
What next for tissue and hygiene?
Both retail and AFH tissue and hygiene are set to see solid value CAGRs at constant 2024 prices over the forecast period. Indeed, Brazil is gaining relevance on the global stage, gaining positions in the global tissue and hygiene revenue ranking.
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Overview:
Understand the latest market trends and future growth opportunities for the 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the 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 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 Tissue and Hygiene in Brazil?
- Which are the leading brands in Tissue and Hygiene in Brazil?
- How are products distributed in 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Brazil
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Away-From-Home Tissue and Hygiene in Brazil
KEY DATA FINDINGS
Growth continues as office working returns and tourists boost demand
Players invest in different ways to stay ahead in AFH tissue and hygiene
Opportunities within the realm of digitalisation
National fairs and trends to impact the AFH channel
Logistics, and threats at a global level
Setting the example for future innovation in AFH tissue and hygiene
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
Retail Adult Incontinence in Brazil
KEY DATA FINDINGS
Retail adult incontinence sees a slowing of growth from the previous year, but it remains robust
Strategic moves from major players change market dynamics
Retail e-commerce finds space in retail adult incontinence, but pharmacies remains number one
Players in adult incontinence invest in sustainable initiatives
Stronger potential for adult incontinence products in the digital world
Seeking comfort and new technologies in adult incontinence
Table 26 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
Nappies/Diapers/Pants in Brazil
KEY DATA FINDINGS
Disposable pants continues to be the driving force within nappies/diapers/pants
Narrowing the gap between price ranges, and further consolidation
Retail e-commerce still accounts for a low share, but is continuously evolving
Sustainability and premium segment to boost innovation in the forecast period
Despite constant growth for retail e-commerce, offline stores should remain dominant in the coming years
Global innovations to shape and influence nappies/diapers/pants
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
Menstrual Care in Brazil
KEY DATA FINDINGS
Menstrual care maintains growth, driven mostly by pantyliners
Sustainable innovations and expansion of leading players set the tone in menstrual care
Retail e-commerce gains relevance each year, but physical stores remain dominant
Education and social activities to break down barriers in the forecast period in Brazil
Online developments should gain traction in the coming years
Empowering women by addressing health issues in menstrual care
Table 38 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 39 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 40 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 41 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 42 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 43 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 44 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
Wipes in Brazil
KEY DATA FINDINGS
Baby wipes continues its robust growth trajectory
Price-sensitive consumers drive new strategies for wipes
Big digital players benefit from changing consumer habits
Upcoming economic difficulties may present concerns for wipes
Embracing digitalisation to ensure leadership
Global innovations to inspire the Brazilian market
Table 45 Retail Sales of Wipes by Category: Value 2019-2024
Table 46 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 47 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 48 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 49 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
Retail Tissue in Brazil
KEY DATA FINDINGS
Retail tissue navigates challenges and opportunities
New entries and big acquisitions set the tone for a competitive landscape
New partnerships to boost digitalisation
The impact of Bracell’s growth on Brazilian consumers
Integrating technology to improve channel diversification and distribution
Developments anticipated to follow the premiumisation and sustainability trends
Table 51 Retail Sales of Tissue by Category: Value 2019-2024
Table 52 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 54 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 55 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Rx/Reimbursement Adult Incontinence in Brazil
KEY DATA FINDINGS
Overcoming challenges in Rx/reimbursement adult incontinence
The transformative impact of Brazil’s Farmácia Popular programme
Adapting the healthcare supply chain to geopolitical challenges
Pioneering sustainability and innovation in adult incontinence care
Expanding access and promoting social inclusion
Economic challenges will continue to force new strategies in the forecast period
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
The following categories and subcategories are included:
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
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-
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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