Competitive Landscape
Kimberly-Clark Strengthens Its Lead Due to Brand Trust and Continuous Investment
Wipes in Brazil is characterised by a relatively high level of concentration, with the top two manufacturers, Kimberly-Clark Brasil Indústria e Comércio de Produtos de Higiene Ltda (Huggies, Intimus, Plenitud) and Johnson & Johnson do Brasil Indústria e Comércio de Produtos para Saúde Ltda (Johnson's Baby, Neutrogena) collectively holding a 53% retail value share in 2025. Kimberly-Clark leads with a 30% share, followed by Johnson & Johnson at 22%.
Private Label Gains by Offering High Quality and Sustainable Products
Despite the dominance of the top two players, private label has continued to make gradual inroads, particularly in baby wipes and general purpose wipes, driven by retailer investment in quality and sustainability credentials. However, these gains have been incremental and have not disrupted the leadership of branded players.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Brazil?
- Which are the leading brands in Wipes in Brazil?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Brazil - Category analysis
Key Data Insights
Neve Redefines Hygiene Routines with On-The-Go Innovation
Neve Redefines Hygiene Routines with On-The-Go Innovation
Dermacyd Captures Value Growth as Consumers Trade up for Wellness
Carrefour Boosts Access to Sustainable Hygiene with Award-Winning Launch
Robust Growth as per Capita Consumption Rises and Daily Use Becomes More Common
Affordability and Practical Innovation Will Be Important Amidst Economic Pressure
Pet Owners to Drive Premiumisation as New Hygiene Needs Emerge
Kimberly-Clark Strengthens Its Lead Due to Brand Trust and Continuous Investment
Private Label Gains by Offering High Quality and Sustainable Products
Supermarkets and Hypermarkets Dominate While Pharmacies Remain Important
Retail E-Commerce Has a Small but Growing Role by Offering Niche and Premium Brands and Bulk Packs
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:
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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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