In 2025, away-from-home tissue and hygiene in Guatemala reached GTQ248 million, up 6% compared to the previous year. This positive performance occurred within the context of moderating inflation and an increase in foreign tourism, which expanded demand in key institutional channels such as restaurants and hotels. Notably, the number of non-resident tourists rose, according to national tourism data, directly benefiting consumption of tissue products like napkins, paper towels, and toilet paper in
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Guatemala report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Guatemala?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Guatemala?
- How are products distributed in Away-From-Home Tissue and Hygiene in Guatemala?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Guatemala - Category analysis
Key Data Insights
Purchase Managers Prioritise Affordability, Boosting Demand for Low-Price Tissue Products
Purchase Managers Prioritise Affordability, Boosting Demand for Low-Price Tissue Products
Paper Towels and Toilet Paper Capture Spending as Tourism and Cost Focus Shape Outcomes
Elderly Population Growth Drives Steady Gains in Adult Diapers Sales to Health Institutions
Horeca Spending and Tourism Growth to Drive Demand for Essential Tissue Products
Institutional Buyers Will Continue to Favour Cost-Saving Formats as Eco Trends Face Headwinds
Sustained Cleaning Routines and Demographic Change Support Hygiene Volumes
Horeca Attracts Tourists, Driving Demand in Hospitality
Tissue and Hygiene in Guatemala - Industry Overview
Premiumisation Drives Value Growth as Inflation Moderates
Key Data Insights
Premiumisation Drives Value Growth as Inflation Moderates
Menstrual Care Innovation Captures Growing Demand for Sustainable Products
Specialisation and Product Diversification Sets Brands Apart
Retail Tissue Leaders to Maintain Innovation Leadership as Private Label Expands
Skin Care Benefits to Be a Top Priority for Hygiene Products
Improved Product Innovation Will Continue to Strengthen Consumer Loyalty
Kimberly-Clark Expands Retail Presence to Defend Lead as Private Label Gains Traction
Small Local Grocers Maintain Leadership as Consumers Shift to Modern Retail
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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