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Incontinence in Brazil

Brazil incontinence products market: R$1 billion industry in 2012

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2014-02-10 13:20:05 - Incontinence in Brazil - a new market research report on

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.

Key Headlines

- In 2012, retail sales of incontinence products increase by 15% in volume terms to 729 million units and 19% in value terms, reaching R$1.0 billion
- An ageing population combined with increasing disposable income and falling taboos about incontinence products helps boost sales
- Unit prices increase by 4% in 2012, due to rising costs of raw materials, especially cellulose
- Hypermarcas remains category leader in 2012 with a 33% value share, followed by Ever Green with 16%
- Incontinence is predicted to see a volume CAGR of 10% and a constant value CAGR of 12% over the forecast period

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Mike King
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