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Tissue and Hygiene in Mexico

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    Report

  • 55 Pages
  • April 2025
  • Region: Mexico
  • Euromonitor International
  • ID: 2511931
Tissue and hygiene saw growth in Mexico in 2024, with increases for both the retail and AFH channels, following the inertia the Mexican economy showed since 2023. In macroeconomic terms the country experienced a year of growth, driven by the arrival of foreign investments, the consolidation of the middle-class, a historically low unemployment rate, increased purchasing power, accompanied by a strong Mexican peso against the US dollar.

The Tissue and Hygiene in Mexico report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2019-2024
  • Table 2 Infant Population 2019-2024
  • Table 3 Female Population by Age 2019-2024
  • Table 4 Total Population by Age 2019-2024
  • Table 5 Households 2019-2024
  • Table 6 Forecast Infant Population 2024-2029
  • Table 7 Forecast Female Population by Age 2024-2029
  • Table 8 Forecast Total Population by Age 2024-2029
  • Table 9 Forecast Households 2024-2029
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Gradual move from standard towels to other menstrual care products
  • Saba continues to dominate, but Tampax excels
  • Grocery retailers continue to dominate due to convenience and promotions
PROSPECTS AND OPPORTUNITIES
  • The move towards more discreet and comfortable products set to continue
  • Opportunities for growth for retail e-commerce
  • The need to provide eco-friendly solutions
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
  • Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • The falling birth rate drives decline for nappies/diapers/pants
  • Private label gains share, but the two leaders continue to dominate
  • Although e-commerce rises from a low base, grocery retailers continue to dominate
PROSPECTS AND OPPORTUNITIES
  • Continued decline anticipated, driven by the falling birth rate
  • Discounts available online likely to drive growth for retail e-commerce
  • More players likely to offer comfort and sustainability to drive growth
CATEGORY DATA
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Demographic changes drive growth, especially for moderate/heavy products
  • Players will have to innovate to maintain their competitive edge
  • Growth remains high for retail e-commerce as this channel offers discretion
PROSPECTS AND OPPORTUNITIES
  • Expansion of the consumer base set to drive growth
  • Seamless digital shopping experiences will drive growth for e-commerce
  • Lessening the stigma of incontinence products
CATEGORY DATA
  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Baby wipes continues to dominate, but other types of wipes see stronger growth
  • Fragmentation, as different companies lead individual categories
  • Retail e-commerce continues to rise from a low base
PROSPECTS AND OPPORTUNITIES
  • Innovation and changing habits likely to contribute to growth
  • Slow share growth anticipated for retail e-commerce
  • Innovations likely to follow the sustainability and skinification trends
CATEGORY DATA
  • Table 38 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Toilet paper and paper towels drive growth as premiumisation is seen
  • Kimberly-Clark dominates, but stronger rises seen from smaller players
  • Grocery retailers continue to dominate
PROSPECTS AND OPPORTUNITIES
  • Paper towels will continue to drive growth due to innovation and premiumisation
  • Opportunities in expanding online sales strategies
  • Innovation in products, packaging and distribution expected
CATEGORY DATA
  • Table 44 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN MEXICOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • AFH toilet paper continues to lead due to its ubiquity
  • Ageing population drives growth for AFH adult incontinence
  • Fulfilling demand and maintaining competitive pricing remain most important factors
PROSPECTS AND OPPORTUNITIES
  • Opportunities and challenges across categories in AFH tissue and hygiene
  • A move could be seen towards e-commerce
  • Innovation may be pursued, but price likely to remain most important
CATEGORY DATA
  • Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
  • Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029