Hypermarcas SA is the leader in the Brazil incontinence products market with a 33% value share, boosted by a large portfolio since the 2010 acquisition of Pom Pom Produtos Higiênicos, former owner of the Bigfral and Big Maxi brands. However, the company lost four percentage points of retail value share in 2012 due to its incapacity to provide adequate marketing, sales force and logistical support to its incontinence products after making several acquisitions in recent years.
The good performance witnessed in 2012, with growth of 15% in volume sales and 19% in current value terms, was slower than 2011 when the incontinence category grew by 21% and 31%, respectively. The main explanation is the reduction in consumer confidence leading to reduced spending on non-essential goods and expensive items. However, the market is still benefitting from a relatively low base, combined with rising income and the weakening of taboos surrounding the issue.
Incontinence is expected to see a retail volume CAGR of 10% and a constant value CAGR of 12%, over the forecast period. The good performance is due to the combination of rising disposable income, the ageing of the population and growing acceptance of incontinence issues thanks to governmental campaigns, medical advice and improved visibility at retail. Breaking social taboos and making incontinence products more affordable to the lower income groups will be key to the future growth of the market.
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