In 2012, Johnson & Johnson Industrial Ltda remains the leader in the brazil sanitary protection market with a 33% value share thanks to a clear leading position in pantyliners, under the Carefree brand, as well as leadership in tampons with o b and a close second place in towels with Sempre Livre. The company has invested in its own sales force dedicated to small and medium retailers, helping them to implement and manage the whole category. It has also begun using recycled products in much of the plastic used in sanitary protection and nappies, reducing costs for Johnson & Johnson?s business. The "Central de Reciclagem de Residuos" (Recycling Waste Center), inaugurated in April 2011 thanks to a R$1.5 million investment, should be profitable within two years of operation.
Unit prices of sanitary protection increased by 5% in current value terms, impacted by the rising cost of raw materials, including cellulose, cotton and plastic. The growing availability and success of added-value products, including features such as increased absorption, odour control, greater comfort and sophisticated packaging and design also contributed to the rise of unit prices.
Sanitary protection, excluding intimate wipes, is expected to see a constant value CAGR of 2% over the forecast period. This moderate growth will be boosted by rising disposable incomes, especially among lower and middle class households, which will continue to drive a trend of trading up, as well as increase the relatively low penetration rates. Aware of the growing success of added-value products and desire for higher profit margins, manufacturers should increasingly invest in product innovation in order to differentiate from competitors and grow the overall market.
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