Tissue and hygiene in Honduras achieved steady retail value gains in 2025, outperforming several neighbouring Central American markets facing more severe inflationary pressures. However, the landscape remains shaped by widespread poverty and the lowest per-capita incomes in the region, making affordability the core driver of purchasing decisions and constraining opportunities for premiumisation. The environment is attractive for those able to compete on price and distribution reach, particularl

Menstrual care in 2025 delivered positive retail value growth, driven by rising awareness and shifting consumer habits among younger women, as well as ongoing demographic expansion. In a context where Honduras has one of the lowest purchasing power levels in Central America, many consumers face challenges in consistently purchasing hygiene and personal care products. This economic environment is reflected in menstrual care, where shoppers increasingly seek out promotional packs, experiment with

In 2025, nappies/diapers/pants recorded positive retail value growth in Honduras, although the pace remained moderate compared to previous years and regional performance benchmarks. Retail value sales reached HNL2.0 billion, representing a 7% increase over 2024, while retail volume rose to 197 million units, up 1% from the previous year. This growth rate is considerably slower than the post-pandemic rebound seen in parts of Latin America and reflects a market shaped by high poverty levels, prono

Retail adult incontinence in Honduras recorded robust growth in 2025, reaching a retail volume of 11.5 million units, up 5% from the previous year. Retail value sales climbed 12% to HNL222 million in the same year. This positive performance is underpinned by several factors, most notably a steadily increasing population of older adults, with the continued expansion in the 65+ cohort, which surpassed 499,000. The market’s momentum is further reinforced by a gradual normalisation of discussions a

Wipes in Honduras delivered positive growth in 2025, achieving HNL53.4 million in retail value, a 10% increase from the previous year. This performance was driven by a combination of greater hygiene awareness and increased adoption among a broader consumer base, despite persistent high poverty rates. In a context where wipes are still widely regarded as non-essential, most purchasing households prioritise value, opting for affordable brands, promotional multipacks, and supermarket-exclusive line

Retail tissue in Honduras in 2025 recorded moderate retail value growth, with sales reaching HNL3.7 billion, up 3% from the previous year, and volume climbing to 36,500 tonnes, representing a 2% increase. This growth rate is more modest compared to some regional peers, reflecting a market defined by high price sensitivity and constrained consumer purchasing power. While the broader economic backdrop remains stable, approximately 60% of the population lives in poverty, limiting opportunities for

Away-from-home tissue and hygiene in Honduras saw solid value growth in 2025, underpinned by a combination of macroeconomic and behavioural factors. Retail value reached HNL511 million, representing a 10% increase compared to 2024. This expansion mirrors the wider performance of the Honduran economy. The growth in domestic consumption, fuelled in part by a sustained increase in remittance inflows, bolstered activity in commerce and services, which in turn supported demand for away-from-home tiss

Home care in Honduras records moderate current value growth in 2025, driven by rising health-prevention awareness, particularly among younger generations, despite a challenging economic environment. Dishwashing continues as the best-performing category, while multifunctionality, flexible doy pack formats and private-label expansion reshape category positioning. The category is projected to sustain a moderate current value CAGR, as younger consumers increasingly prioritise hygiene while economic

Laundry care recorded moderate current value growth of 5% in 2025, reaching HNL3,050 million. Growth is driven by consumers prioritising price over premium features, as cautious spending behaviour slows the premiumisation process in a market characterised by low per capita income. Fabric softeners continue as the best-performing category, recording 8% growth to reach HNL462 million, while laundry detergents remain the largest category, with sales of HNL2,365 million. Detergents account for a sig

Dishwashing recorded strong current value growth of 11% in 2025, reaching HNL653 million. Growth is driven by an expanding range of formats, including bar, paste and liquid options, which resonate with a broader base of consumers through affordable price points, strong degreasing performance and appealing aromatic properties. Hand dishwashing remains the sole category, accounting for the entirety of sales. Category growth is supported by a gradual shift among Hondurans from using alternative pro

Surface care recorded 7% current value growth in 2025 to reach HNL468 million, driven by an expanding offering of products across a wider range of pack sizes and the emergence of affordability-focused brands. The category demonstrates positive performance despite inflation forecast at 5%, as consumers increasingly value specialised surface cleaning formulations even amid constrained purchasing power. Multi-purpose cleaners continues as both the largest and best-performing category, recording 7%

The bleach category in Honduras recorded retail value sales of HNL355 million in 2025, representing 6% growth from the previous year, supported by a rising urban population and improving household incomes. The urban population in Honduras was 6.6 million in 2025, representing a steady increase, whilst the median disposable income per household rose to HNL168,353 in 2025, up from HNL160,165 in 2024, enabling continued consumer spending on household essentials including bleach.

In 2025, the toilet care category in Honduras recorded a retail value of HNL96 million, representing a 7% growth from the previous year. This growth is notable in the context of Latin America, where the category's performance can be influenced by various factors, including economic conditions and consumer preferences. The median disposable income per household in Honduras was HNL168,353 in 2025, supporting consumer spending on home care products.

In 2025, the polishes category in Honduras recorded a retail value sales of HNL89 million, representing a 5% growth from the previous year. The median disposable income per household in Honduras was HNL168,353 in 2025, up from HNL160,165 in 2024, supporting consumer spending on home maintenance and personal care products such as polishes. Retail volume of polishes marginally declined from 418 in 2024 to 416 tonnes in 2025, with this divergence between volume and value indicating a shift towards

Air care records current value growth of 8% in 2025, reaching HNL170 million, driven by consumers displaying higher levels of aromatic sensoriality than previous generations and increasingly valuing pleasant fragrances in everyday living spaces. Electric air fresheners continue as the best-performing category, recording 9% growth to reach HNL7 million, supported by demand for automated, convenient solutions. However, demand remains concentrated among middle- and high-income households, as consum

The home insecticides market in Honduras recorded retail value sales of HNL1 billion in 2025, representing 7% growth from the previous year, driven by a combination of volume expansion and price increases across key categories. Retail volume reached 1,137 tonnes in 2025, up 3% from the previous year, reflecting growing household demand for pest control solutions as the urban population expanded to 6.6 million from 6.4 million in 2024. The median disposable income per household in Honduras was H

Retail volume sales of soft drinks grew at a modest rate in 2025, as inflationary pressures continued to constrain disposable incomes. Despite a slight alleviation of inflationary pressures compared to previous years, the purchasing power of Hondurans did not improve, resulting in ongoing consumer price sensitivity. In response, the soft drinks industry is developing in terms of pack sizes, with industry players seeking to adapt to different purchasing capacities and consumption occasions. As a

Hot drinks in 2025 showed positive growth in retail value sales in Honduras. This is largely due to the fact that the most demanded product, coffee, registered constant price increases. International coffee prices showed volatility as a result of climate impacts, which led to a reduction in production volumes in important producing countries such as Brazil and Vietnam. This effect was also reflected in higher retail prices in the local market. Despite this, consumers were not willing to give up

Threats to remittances reduce spending while higher income demographics increasingly focus on health and wellness choices

Honduras is ‘mostly unfree’ for economic freedom and the recent election could create instability in governance, but fiscal discipline is being applied to state finances. The economy has maintained its growth path, but inflation is rising and dependence on remittances is substantial. Violence damages social cohesion and poverty persists, but fertility rates remain high. Mobile technology is gaining popularity, but e-commerce is held back by low internet use and innovation is lacking.

Retail value sales of cooking ingredients and meals are set to register moderate growth in 2025. Honduras closed 2024 with annual inflation of 3.88%, a rate that remained stable in 2025 and which is set to stabilise at around 4% over much of the forecast period. Despite this moderate rate of inflation, the country’s reliance on remittances, and high poverty levels mean consumers are looking for opportunities to save. With consumer budgets stretched and a recession risk on the horizon, consumers

Consumer health sales in Honduras ae set to experience moderate growth in retail value terms in 2025. One of the main constraints to further development of these products is the economic environment. According to the National Institute of Statistics, it is estimated that about 63% of the population still lives in poverty. The International Monetary Fund (IMF) projected GDP growth of around 3.5% in 2025.

Retail value sales of dairy products and alternatives are expected to rise at a moderate rate in 2025. Average annual inflation of 3.88% in 2024 is expected to remain stable in 2025. Honduras remains a country heavily reliant on remittances, which in 2024 reached USD9,743 million, up 6.2% on 2023, according to the Honduran Central Bank (BCH). President Trump, elected November 2024 in the US, plans to accelerate deportations, curb immigration, and tax remittances and is expected to restrict an im

The report examines the economic landscape of Honduras and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by private consumption, government spending, investments. However, global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.