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The feminine hygiene market in Brazil.

an overview of the sanitary protection segment; many producers supply competitve market

The feminine hygiene market in Brazil had demand of $2.16 million in 1991 with market penetration of approximately 45% (including tampons). Several factors - including new marketing strategies, new product development and new technologies - through t he last few years have contributed to new distribution in the Brazilian market, which is a very competitive segment because of the variety of products and producers.

The sanitary napkin market represented market penetration of 2000 units (92.5%) in 1991, with a similar forecast for 1992. In spite of the entry of more than 30 brand names, the market decreased 10% from 1990, when it was approximately 2200 million units. The principal reason for the lack of consumption is high inflation, resulting in recession and expensive pricing.

The Major Producers And Technologies

Despite the fact that its prices are higher than other manufacturers, Johnson & Johnson Industria e Comercio Ltda is the leader in the market, with a 50% share. The company has lost share in recent years, having at one time held a percentage as high as 70%. Overall market share for external feminine hygiene is given in Figure 2.

Higiebras Produtos Higienicos do Brasil increased its market share to 30% after acquiring a Tambrands line last year and changing its name to Pro-Higiene. Pompom follows with a 5% share, with several other companies comprising the remaining 15%.

Within Brazil geographically, the South and Southeast regions have the highest consumption of sanitary napkins, with 70% of the total. More than 20 brands are on the market, with prices ranging from $.04-.15 per unit.

The traditional technologies used to manufacture sanitary protection coverstock are:

1. resin bonded nonwovens -using rayon and/or polyester. This technology has declined in the last year.

2. spunbonded nonwovens - using only polypropylene.

3. thermal bonded carded nonwovens - using polypropylene fiber with point bonding calender.

The latest research in the technology area is the use of perforated plastic film, introduced by J&J.

A recent trend in Brazil has been the appearance of many small manufacturers with one or more lines, with the principal purpose of manufacturing products with lower prices and commercialization. This seems to be very dangerous, since production lines are not sanitary and may cause image problems for all producers.

The trend towards thinner products with less fluff and superabsorbent consumption is also expected, with growth in demand projected in the near future. New acquisitions and joint ventures are also expected during the next years.

On the marketing side, manufacturers are advertising in magazines and on television as web as in in-store promotions in supermarkets, shopping centers and drugstores. Producers are also trying new concepts to attract consumers, using techniques like innovative packaging and marketing.
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Title Annotation:South American Report
Author:Rewald, Freddy Gustavo
Publication:Nonwovens Industry
Date:Feb 1, 1993
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