Brazil: toilet paper brands penetration rate 2018

In 2018, Santher - Fáb. de Papel Sta Therezinha S/ A was the company with the highest brand penetration in the toilet paper segment in Brazil. Nearly 41 percent of households in the country purchased toilet paper of the brand Personal, marketed by this company. Mili S/A ranked second, with a share of 38.4 percent. The toilet paper market revenue in Brazil amounted to nearly three billion U.S dollars in 2018.

Toilet paper companies with the highest brand penetration rate in Brazil in 2018

Penetration rate
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Sources

Release date

October 2019

Region

Brazil

Survey time period

2018

Supplementary notes

Penetration rate is defined as the percentage of households who have purchased a brand corresponding to the company during the previous year. Each company is classified by the sum of all brands in their portfolio under the surveyed category.
Each percentage point represents 560 thousand Brazilian households.
Only cities with more than ten thousand inhabitants were surveyed (with the exception of the North region, when only cities with more than 200 thousand inhabitants were surveyed).

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