In 2012 Kimberly-Clark remains the leader in the Brazil wipes market, with a 33% value share thanks to its leading position in baby wipes, the largest category of the segment. However, the company is also the main player in other product categories, such as intimate wipes, with its brand Intimus, and general purpose wipes with Kleenex and Plenitud (incontinence). The manufacturer is slowly losing share to other baby wipe brands from companies such as Johnson & Johnson, Procter & Gamble and Hypermarcas.
In 2012, general purpose wipes was the fastest growing category, increasing by 52% in retail volume terms, and 34% in current value terms. The success of wipes is due in large part to the variety of uses they have, as they can be used either for freshening hands and faces, used daily or when travelling, or for sterilising hands to kill bacteria and mostly to avoid flu and other diseases. In addition, the ageing population combined with rising disposable income, have helped to increase the penetration of incontinence wipes in Brazil.
Retail volume and constant value sales of wipes are expected to see respective CAGRs of 6% and 9% over the forecast period, boosted by rising disposable income, especially among lower and middle class households. Rising incomes should also combine with a relatively low penetration rate and an increasing portfolio available to consumers. In addition, increasing health and hygiene awareness and growing demand for convenient products will encourage consumers to test and choose wipes as easy and efficient cleaning options, for both home care and personal hygiene.
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