In 2012, retail sales in the Brazilian sanitary protection market, excluding intimate wipes, increased by 1% in volume terms to 8.5 billion units and 6% in current value terms, to R$2.2 billion.
According to a recent report, 'Sanitary Protection in Brazil,' 2010 and 2011 were marked by fierce competition in sanitary protection, with manufacturers launching promotional packs, such as "Buy 8, get 2 free". This convinced many women to stock up on products, limiting the volume growth in 2012 as they continued to use supplies purchased in previous years.
However, value sales increased by 6% thanks to the success of premium products, the new key segment launched by manufacturers to improve profit margins, and differentiate from competitors through product innovation and attractive packaging.
The key purchasers of sanitary protection are middle-class women between the ages of 31 and 49. While it is still very common for lower income groups, mainly from rural areas in the north and northeast regions, to use washable and reusable cloth napkins as a substitute for standard towels, rising disposable income is allowing a greater part of the female population to have access to such products.
In 2012, Johnson & Johnson Industrial Ltda remains the leader in sanitary protection 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.
Procter & Gamble do Brasil SA ranked second with a 28% retail value share. The brand Always is strong in towels, the largest category in sanitary protection.
The third ranked player in sanitary protection is Kimberly-Clark, holding a 24% retail value share. In 2012, the company invested R$20 million in the Intimus brand, launching the premium line Intimus Evolution, with unit prices 30% higher.
For more information on the Brazilian sanitary protection market, see the latest research: Brazilian Sanitary Protection Market
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