In 2012, the Brazil AFH products market was dominated by the three companies that are also leaders in retail tissue and hygiene. They include Kimberly-Clark Brasil, which has developed a specific AFH division targeting the institutional market. Kimberly-Clark Professional also offers special product lines and, as with the retail channel, has strong concerns for environmental issues. The manufacturer is present in all AFH products with the exception of AFH incontinence.
Volume sales of AFH incontinence increased by 6% in 2012 to 275 million units, supported by the ageing population and greater access to healthcare, especially private. Unit prices increased by 4% in current value, mainly due to rising costs of raw materials, such as cellulose. This contributed to the 10% increase in current value sales, reaching R$180 million while AFH incontinence is solely distributed through hospitals/healthcare in Brazil.
Thanks to rising incomes and, above all, the investments being made in the organisation of two major sporting events in the next four years, AFH products are expected to see an 8% constant value CAGR over the forecast period. 2014 will see the FIFA World Cup held in the country, while the 2016 Olympic Games will be organised in Rio de Janeiro. This is expected to boost consumption in horeca in Brazil with an influx of tourism, boosting sales of AFH products along the way.
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