Bracell Papéis convened distributors, clients, and partners in São Paulo to present the results of a pioneering study on Brazil’s institutional tissue market, conducted by Euromonitor International.
The event also marked the announcement of a new rolled products machine to be installed at the company’s Lençóis Paulista facility.
The research revealed that Brazil’s professional tissue segment—which includes paper towels, toilet paper, wipers, and napkins—generated R$2.2 billion in 2024 and is projected to surpass R$2.5 billion by 2027. Consumption reached 229,000 tons, equivalent to 1.1 kg per capita, underscoring Brazil’s weight in the global market.
Paper towels lead the market in value, followed by toilet paper, wipers, and interfolded napkins.
Euromonitor forecasts the strongest growth for wipers and napkins, driven by demand from healthcare, industry, and commercial offices. Regionally, the Southeast and South account for 60% of consumption, while the Midwest represents 15.7%. The North and Northeast, though below the national average, show the greatest potential for expansion.
“This is the first study of its kind in the paper sector, carried out to support more qualified decision-making throughout the supply chain,” said Jonas Naranjo, Commercial Director and Head of Marketing at Bracell Papéis. He noted that the findings align with Bracell’s expansion plans, anchored by the addition of the new rolled products machine.
For Eduardo Aron, General Director of Bracell Papéis, the study consolidates a cycle begun two years ago when the company introduced its institutional market strategy. “Today, we have a fully operational factory equipped with cutting-edge technology, logistics integration, and renewable energy. More importantly, we now have a structured Professional line backed by data that guides sector growth with intelligence and value-driven focus,” he said.
By combining data-driven insights with expanded production capacity, Bracell Papéis positions itself as a reference in Brazil’s institutional tissue sector. The company emphasized that its strategy extends beyond product delivery to providing market intelligence and integrated solutions that support the sustainable growth of the tissue supply chain.
Bracell Papéis is the tissue and personal hygiene division of Bracell, operating in Brazil with facilities in Bahia, Pernambuco, and São Paulo. The company produces tissue products for consumer and institutional markets, combining advanced technology, logistics integration, and renewable energy to ensure efficiency and sustainability. Its products are made from 100% certified planted forests, reflecting a commitment to quality, comfort, and environmental responsibility.
