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The tampon market in Brazil.

market for internal feminine hygiene small; two major manufacturers hold majority of market segment

The tampon market in Brazil represents a demand of 160 million units, representing 7.5% of the total number of feminine sanitary protection products consumed in Brazil. The consumption is low because Brazilians feel mental anxiety over inserting a tampon into the body and also because of the high price.

The two suppliers of tampons to the Brazilian market are Johnson & Johnson with its "o.b." brand name and Tambrands with its "Tampax" brand. In 1991, production of Tampax was approximately 43 million units; the evolution of tampon demand in Brazil since 1988 is shown in the figure above.

With lower prices and increased advertising since 1988, Tambrands' Tampax - which costs consumers as much as 30% less in some areas - has overtaken Johnson & Johnson in the market. Today, Tambrands has acquired 30% of the Brazilian market after fighting for three years with J&J, which was practically alone in the market until 1988.

Since last December, however, Johnson & Johnson has organized a strong advertising program, including ads in magazines, newspapers, television, outdoor locations and in young women's vacation places, stressing the comfort and importance of its o.b. product.

Today, many efforts are being made by Johnson & Johns,on and Tambrands to develop an educational program among young women in the schools. This is an important strategy to guarantee a future market.

Peter Mayberry is the director of government affairs for INDA, Association of the Nonwoven Fabrics Industry. He works out of the Washington D.C. offices of Keller & Heckman, INDA's legal counsel. This Capital Comments column appears monthly in NONWOVENS INDUSTRY.
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Author:Rewald, Freddy Gustavo
Publication:Nonwovens Industry
Date:Apr 1, 1993
Words:276
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