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Tissue and Hygiene in El Salvador

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    Report

  • 44 Pages
  • March 2025
  • Region: El Salvador
  • Euromonitor International
  • ID: 4764637
Sales of tissue and hygiene rose at a moderate level in both retail value and volume terms in 2024. The Salvadoran market experienced some price stability across most tissue and hygiene product categories. However, consumers continued to be impacted by a higher cumulative cost of living that had developed over the previous two years, which led to a continuation in cautious purchasing behaviour and a prioritisation of expenditure.

The Tissue and Hygiene in El Salvador 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 DATA
  • Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
MENSTRUAL CARE
  • Key Data Findings
  • 2024 Developments
  • Consumers pressured by a higher cost of living prioritise products with greater absorption
  • The category, while still emerging, remains highly concentrated, while lower-priced brands are beginning to emerge
  • Salvadorans become more willing to diversify their retail choices
  • Prospects and Opportunities
  • Changes in generational habits have the potential to impact the menstrual care category
  • Digital platforms continue to be used more for informational purposes than for making purchases
  • Menstrual care aims for a holistic approach
  • Category Data
  • Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS
  • Demographic changes impact the nappies/diapers/pants category
  • Leading brands focus on highlighting improved absorption quality in the face of increasing pressure from lower-priced brands
  • Parents under pressure from higher living costs more likely to diversify their shopping locations
  • Conservative outlook for nappies/diapers/pants in a scenario of slowing population growth
  • Slow process of digital omnichannel in nappies/diapers/pants
  • Salvadoran parents become more aware of dermatological ingredients
  • Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE
  • Demand for incontinence products is growing as taboos around their use are lessened
  • The category shows a high level of concentration, although with a growing offer of lower-priced brands
  • Retail adult incontinence continues to expand its distribution coverage
  • Salvadorans are increasingly open to using incontinence products
  • A higher level of democratisation of incontinence products is expected
  • Adult incontinence increases its offer with a higher level of micro-segmentation
  • Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES
  • Multifunctionality, an ally of growth in demand for wipes
  • Expansion of affordable options expands the category to new consumer groups
  • Supermarkets, although still the most important channel for wipes sales, are beginning to lose ground
  • Versatility of use and practicality of wipes in line with the new hygiene habits of Salvadorans
  • Supermarkets strengthen their positioning through expansion of their private label products
  • Growing range of wipes for more personalised needs
  • Table 28 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
  • Despite greater price stability, retail demand for tissue continues to commoditise
  • In terms of toilet paper, consumers adopt a “bigger is better” approach
  • In times of economic challenges, the traditional channel grows in relevance
  • Toilet paper is a mature category, while paper towels is expanding in popularity due to the adoption of new habits
  • The dynamism of distribution channels is determined by price rather than by brand loyalty strategies
  • Successes of tissue product innovations are conditioned by a highly price-sensitive consumer base
  • Table 34 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
  • Away-from-home tissue benefits from the dynamism of the hospitality and restaurant sectors
  • Distribution of away-from-home incontinence products remains limited in El Salvador
  • The industry aims to provide cost-effective solutions while highlighting the importance of hygiene in public spaces
  • The tourism and restaurant sectors continue to show strong momentum in 2025
  • Retail e-commerce purchases are still not common practice among Salvadoran institutions
  • Green solutions become more popular driven by the environmental policies of public and private institutions
  • Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029