BRAZIL differential at the purchase moment ,” asserts the executive .
Last year , Fraldas Capricho became Brazil ’ s largest closed capital company in the disposable diaper segment . To Forti Filho , the Brazilian market has a lot of space to be explored . Based on numbers disclosed by Euromonitor , an independent provider of strategic market research , the executive observes that the diaper consumption in Brazil is 2.3 units per capita and the product is present in 65 percent of Brazilian homes . “ We have a market with strong growth potential .”
The adult line also represents a business opportunity for the company , since the segment as a whole has been growing an average 20 percent a year , according to AC Nielsen — a global marketing research firm . In order to conquer new consumers , Fraldas Capricho is innovating in the Sensaty , Maturi Care and Fir Care lines , with new fragrance technology that promotes odor control more efficiently .
With the economic crisis and currency fluctuations due to the floating exchange rate , the biggest challenge of the sector is to balance the costs , since 80 percent of the raw material used to produce diapers is imported in dollar . “ The company has been negotiating with different suppliers seeking the best purchase options and avoiding going over budget , thus keeping the consumer from noticing any price variation ,” admits Forti Filho .
Dirceu Forti Filho , CEO
“ In 2014 and 2015 , we invested around USD $ 1.9 million in an automated packaging technology for the production lines ”
– Dirceu Forti Filho , CEO of Fraldas Capricho
www . fraldascapricho . com . br 91