Essity strengthens presence in Latin America and projects growth in Brazil by 2025
With global sales of SEK 146 billion, Latin America represents 17% of this figure, with Brazil standing out
In 2024, Essity, the global leader in hygiene and health solutions, reported sales of SEK 146 billion, with Latin America accounting for 17% of this total. Brazil, as the region’s largest market, continues to be a key part of the company’s growth strategy. Essity reaffirms its commitment to the development of the region, with goals of accelerated growth and innovation in its main segments.
The company’s performance in Latin America reflects constant progress in areas such as intimate hygiene, urinary incontinence and personal care. In Brazil, Essity continues to be at the forefront, with its TENA, Libresse and Pequeñín brands gaining prominence. The Consumer Goods unit accounted for 54% of the company’s global net sales.
By 2025, the company plans to increase double-digit growth in the country, consolidating its leadership in the urinary incontinence market with TENA. Last year, Essity invested heavily in Brazil to increase its local production, most notably by investing R$100 million to double the production capacity of disposable underwear for adult urinary incontinence.
The expansion of the Pequeñín brand of baby wipes and the Libresse brand of menstrual cycle products is also part of the company’s strategic focus in the country. “We anticipate consumer needs and bring disruptive, high-performance products, while continuing to lead in the fastest-growing channels, with sales in the online and physical channels,” said André Aguiar, Essity’s commercial director for Consumer Goods in Brazil.
In addition, the company has stood out for its technological innovations. An example of this was the launch of absorption channel technology in TENA-branded products in the second half of 2024, which increased the absorption speed of the products by up to twice as fast. Innovation is seen by the company as a competitive differentiator and a way of meeting consumers’ growing needs for quality and performance.
In Latin America, Essity is positioned as a leader in the hygiene and health markets, with plans to continue expanding its presence in other countries in the region. The company is looking to explore new opportunities in emerging markets, taking advantage of the increase in disposable income and greater awareness of hygiene, health and well-being.
The company is thus committed to being the fastest growing company in the Americas, with a clear focus on sustainability, innovation and the development of products adapted to local realities.
