Competitive Landscape
Kimberly-Clark Preserves Dominance Despite Rise of Private Label
Retail tissue in Mexico remains highly concentrated in 2025, with the top three companies—Kimberly-Clark de México, Essity, and Softys México—collectively holding a combined retail value share of 81%. Kimberly-Clark alone maintains a substantial lead, with a 57% value share in 2025, followed by Essity at 13% and Softys at 12%.
Stubborn Brand Loyalty Limits Disruption in 2025
There have been no significant changes in company or brand shares among the leading players in 2025. The leading brands, including those from Kimberly-Clark and Essity, have sustained their positions due to longstanding consumer trust, strong brand recognition, and established distribution networks.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Mexico 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 Retail Tissue industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Mexico 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 Retail Tissue in Mexico?
- Which are the leading brands in Retail Tissue in Mexico?
- How are products distributed in Retail Tissue in Mexico?
- 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Mexico - Category analysis
Key Data Insights
Retail Tissue Sees Polarised Demand
Retail Tissue Sees Polarised Demand
Toilet Paper Dominates Sales While Paper Towels Drives Growth
Premiumisation Strategies and Delivery-Driven Shifts Alter Competitive Landscape
Private Label and Discounters Set to Reshape Price Competition
Toilet Paper Will Remain at the Heart of the Market
Innovation and E-Commerce Disrupt Habits and Boost Brand Agility
Kimberly-Clark Preserves Dominance Despite Rise of Private Label
Stubborn Brand Loyalty Limits Disruption in 2025
Tiendas 3B and Bodega Aurrera Drive Expansion in the Discounters Channel
Discount-Led Formats Reshape Consumer Choices and Retailer Strategies
Retail E-Commerce Struggles to Make Significant Inroads Despite Seeing Strong Growth
Tissue and Hygiene in Mexico - Industry Overview
Retailers Aim to Balance Price with Comfort and Quality
Key Data Insights
Retailers Aim to Balance Price with Comfort and Quality
Private Label and Bulk Formats Secure the Lead in Household Spending
Retailers Boost Rapid Access and Convenience with Omnichannel Expansion
Discounters and E-Commerce Accelerate Value-Led Shopping Behaviour
Retail Tissue Will Maintain Dominance as Value and Quality Converge
Wipes and Retail Adult Incontinence Set to Outpace the Market as Innovation and Demographics Align
Kimberly-Clark Defends Leadership as Private Label Gains Ground
Kimberly-Clark Expands Portfolio with Major Acquisition in 2025
Hypermarkets and Supermarkets Remain Key to Sales
Tiendas 3B and Bodega Aurrera Transform Shopping Patterns with Value Focus
Online Sales Rise, but Offline Stores Keep Their Edge on Essentials
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Tissue research and analysis database.
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