Hypermarcas SA is the leader in the Brazil cotton wool market with a 36% value share. The company's position benefits from a large portfolio of beauty and personal care and health products since the acquisition of York in 2010. It therefore has very strong presence in health and beauty retailers, including parapharmacies/drugstores, one of the key distribution channels for the category.
The 2012 growth of cotton wool/buds/pads retail volume sales was similar to 2011, despite increasing disposable income among Brazilian consumers over the review period. Manufacturers have not invested in marketing or new product innovation. As a result, there has been little incentive for consumers to apply rising incomes to more consumption of cotton wool/buds/pads, or to more expensive products. Current value sales increase by 3%, boosted by a 2% unit price increase caused primarily by the rising cost of cotton.
Cotton wool/buds/pads is expected to see CAGRs of 1% in both retail volume and constant value CAGRs over the forecast period; an anaemic performance due to the maturity of the market and manufacturers' lack of innovation and investment in advertising and marketing. Cotton wool/buds/pads will continue to suffer from the fact that companies prefer to focus on more profitable tissue and hygiene categories.
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