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Household Paper Products - Brazil - October 2013

“Brazil has a significant competitive advantage in the paper products category, mainly due to the fact that it produces its own paper pulp in greater quantities and more quickly than other countries. In addition, the economic crisis in Europe and environmental pressures on Chinese paper factories makes production of paper pulp increasingly concentrated in Brazil, also generating greater opportunities for the domestic market to grow.”

– Naira Sato, Senior Analyst

This report will answer the following key questions:

  • How can the facial tissues sub-category be less reliant on seasonality and have higher penetration?
  • How can added scents and other benefits attract middle-class consumers?
  • Is it possible to encourage senior consumers to “trade up,” even if they are likely to want to save money?
  • Are there opportunities for the paper towel sub-category to expand usage in the kitchen, and enter the household cleaning segment?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
          • Currency and scales
          • Executive Summary

              • The market
                • Figure 1: Value retail market size of toilet paper, facial tissues and paper towels/napkins, 2008-12
                • Figure 2: Value retail market size of toilet paper, facial tissues, paper towels/napkins, by sub-category, 2008-12
              • Forecast
                  • Figure 3: Value forecast of toilet paper, facial tissues and paper towels/napkins market, 2008-18
                  • Figure 4: Value forecast of toilet paper market, 2008-18
                  • Figure 5: Value forecast of paper towels/napkins market, 2008-18
                  • Figure 6: Value forecast of facial tissues market, 2008-18
                • Companies
                  • Figure 7: Value sales market share of toilet paper and paper towels/napkins, by company, 2011-12
                  • Figure 8: Value sales market share of toilet paper, by company, 2011-12
                  • Figure 9: Value sales market share of paper towels/napkins, by company, 2011-12
                • The issues
                  • Facial tissues can explore new usage occasions that are not tied to flu
                    • Figure 10: Degree of interest in innovation, December 2012
                  • Scents and added benefits could attract more middle-class consumers
                    • Figure 11: Attitudes toward toilet paper, by socioeconomic group, December 2012
                  • Senior consumers want to save money, but can still be encouraged to "trade up" in the category
                    • Figure 12: Attitudes toward toilet paper, by age, December 2012
                  • Paper towel usage occasions can be further developed by the industry
                    • Figure 13: Degree of interest in innovation, December 2012
                  • What we think
                  • Facial Tissues can Explore New Usage Occasions that are not Tied to Flu

                    • Key points
                      • With little competition from other categories, there is more space for facial tissues to grow in the Brazilian market
                        • Figure 14: Attitudes toward toilet paper, December 2012
                        • Figure 15: Attitudes toward facial tissue, December 2012
                      • Growth opportunities for facial tissues exist both in cold and hot weather
                        • Figure 16: Attitudes toward facial tissues, December 2012
                        • Figure 17: Attitudes toward facial tissues, December 2012 (continued)
                        • Figure 18: Attitudes toward facial tissues, December 2012 (continued)
                        • Figure 19: Degree of interest in innovation, December 2012
                      • Positioning facial tissues as multipurpose products may increase the sub-category’s penetration
                        • Figure 20: Attitudes toward facial tissues, December 2012
                      • What it means
                      • Scents and Added Benefits Could Attract More Middle-class Consumers

                        • Key points
                          • Better income and greater incentives from the government boost middle-class consumption
                              • Figure 21: Financial situation compared to the previous year, by socioeconomic group C12, November 2012
                            • Fragrance drives sales among middle-class consumers
                              • Figure 22: Attitudes toward laundry products, by socioeconomic group, November 2012
                              • Figure 23: Attitudes toward toilet paper, by socioeconomic group, December 2012
                              • Figure 24: Degree of interest in innovation, December 2012
                            • Middle-class consumers are looking for higher-quality products and added benefits
                              • Figure 25: Attitudes toward toilet paper, by socioeconomic group, December 2012
                              • Figure 26: Degree of interest in innovation, December 2012
                            • What it means
                            • Senior Consumers Want to Save Money, but can Still be Encouraged to "Trade Up" in the Category

                              • Key points
                                • Changes in the lives of senior consumers impact their income
                                  • Figure 27: Current employment situation of over-55s, May 2013
                                  • Figure 28: Financial situation compared to the previous year, by age, November 2012
                                • Saving money is top priority for senior consumers
                                  • Figure 29: Attitudes toward recycling and waste reduction, by demographics, June 2012
                                  • Figure 30: Attitudes toward toilet paper, by age, December 2012
                                • Economy positioning can be used to encourage consumers to "trade up" and remain loyal to the category
                                  • What it means
                                  • Paper Towel Usage Occasions Can Be Further Developed by Industry

                                    • Key points
                                      • Paper towels may be a more practical and hygienic option compared to dishcloths and sponges
                                          • Figure 31: Attitudes toward paper towel, December 2012
                                        • Paper towels can be positioned as a household cleaning product
                                          • Figure 32: Degree of interest in innovation, December 2012
                                        • There is an opportunity to optimize usage of paper towels in the kitchen
                                          • What it means
                                          • Appendix – Attitudes Toward Toilet Paper

                                              • Figure 33: Attitudes toward toilet paper, December 2012
                                              • Figure 34: Attitudes toward toilet paper, by demographics, December 2012
                                              • Figure 35: Attitudes toward toilet paper, by demographics, December 2012, (continued)
                                          • Appendix – Attitudes Toward Paper Towel

                                              • Figure 36: Attitudes toward paper towel, December 2012
                                              • Figure 37: Attitudes toward facial tissue, by demographics, December 2012
                                              • Figure 38: Attitudes toward facial tissue, by demographics, December 2012, (continued)
                                          • Appendix – Attitudes Toward Facial Tissues

                                              • Figure 39: Attitudes toward facial tissue, December 2012
                                              • Figure 40: Attitudes toward facial tissue, by demographics, December 2012
                                              • Figure 41: Attitudes toward facial tissue, by demographics, December 2012, (continued)
                                          • Appendix – Degree of Interest in Innovation

                                              • Figure 42: Degree of interest in innovation, December 2012
                                              • Figure 43: Degree of interest in innovation, by attitudes toward toilet paper, December 2012
                                              • Figure 44: Degree of interest in innovation, by attitudes toward toilet paper, December 2012, (continued)
                                              • Figure 45: Degree of interest in innovation, by attitudes toward toilet paper, December 2012, (continued)
                                              • Figure 46: Degree of interest in innovation, December 2012
                                              • Figure 47: Degree of interest in innovation, December 2012, (continued)
                                              • Figure 48: Degree of interest in innovation, December 2012, (continued)
                                              • Figure 49: Degree of interest in innovation, December 2012, (continued)
                                              • Figure 50: Degree of interest in innovation, December 2012, (continued)

                                          Companies Covered

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                                          Household Paper Products - Brazil - October 2013

                                          £3,277.28 (Excl.Tax)