Event on the institutional tissue market marked the launch of a new rolled products machine and the delivery of strategic data to distributors, clients, and partners
Bracell Papéis gathered distributors, partners, and representatives from the institutional tissue sector at an event in São Paulo to present the results of an exclusive study commissioned from Euromonitor International. The research offers a detailed overview of Brazil’s professional tissue market — covering sales of paper towel, toilet paper, wipers, and napkins for institutional use — and reveals that the segment generated R$ 2.2 billion in 2024, with projections to exceed R$ 2.5 billion by 2027.
“This is a groundbreaking survey in the paper sector, carried out with the goal of supporting more informed decision-making across the entire value chain. By selecting Euromonitor, we sought not only methodological rigor but also analytical depth. This work becomes even more relevant as it coincides with a period of expansion for Bracell, with the announcement of our new rolled products machine, which strengthens our ability to deliver at scale, with quality and predictability,” said Jonas Naranjo, Commercial Director and Head of Marketing at Bracell Papéis.
The newly acquired machine will be installed at the Lençóis Paulista (SP) facility and marks a new milestone for the company’s industrial operations. Bracell Papéis, which began operating at the plant in mid-2024, accounted for 3.5% of the total market volume and 2.8% of the sales value in Brazil during the period.
A panel discussion featured (from left to right) Felipe Quintino, moderator; Jonas Naranjo, Commercial Director at Bracell Papéis; Rafael Gasparin, guest from ABRALIMP; and Fernando Araújo, guest from Euromonitor.
Eduardo Aron, General Director of Bracell Papéis, emphasized that the research symbolizes the consolidation of a cycle that began two years earlier, when the company introduced its institutional market strategy. “Today, we have a fully operational factory with cutting-edge technology, integrated logistics, and renewable energy. More than that, we now have a structured Professional line supported by data that help guide sector growth with intelligence and a focus on value.”
The study, conducted between April and July 2025, confirmed Brazil’s importance in the global institutional tissue market, with 229,000 tons consumed in 2024, averaging 1.1 kg per capita. In monetary terms, the sector moved R$ 2.2 billion, underscoring room for qualitative growth.
By product category, paper towel leads the market, followed by toilet paper, wipers, and interfolded napkins, the smallest of the four categories. The segments with the highest projected growth in the coming years are wipers and interfolded napkins.
A breakdown by sector shows healthcare as the leading consumer, followed by industry, commercial offices, and other sectors such as foodservice, education, transportation, hospitality, and entertainment. These diverse segments accounted for 40.9% of total consumption, with notable demand for interfolded napkins and toilet paper.
Regionally, the Southeast and South lead the national market, representing 60% of total sales. The Central-West region accounts for 15.7% of the volume sold, while the North and Northeast, both below the national average, present the greatest potential for future expansion.
“The event reinforces Bracell Papéis’ strategy of engaging closely with the institutional market — promoting not only products but also insights, market intelligence, and integrated solutions. By bringing together distributors and decision-makers in an environment of exchange and analysis, we strengthen our position as a reference in the sector and enhance our contribution to the sustainable development of the tissue industry in Brazil,” Naranjo concluded.
