Tissue and hygiene records steady growth, supported by favourable economic conditions and rising consumer expenditure. Retail adult incontinence stands out as the fastest-growing category, driven by population ageing, while retail tissue continues the largest category, underpinned by strong demand for products offering a reliable value–quality balance. Private label continues to expand through premium portfolios that increasingly rival branded competitors, with retailers such as El Rey introduci

Menstrual care recorded 2% volume growth in 2025, reaching 187 million units, following a decline in 2024. Retail value sales increased by 5% to USD21 million, reflecting successful segmentation and product innovation strategies alongside higher consumption. Towels emerged as the best-performing category, recording 6% value growth to reach USD15 million and accounting for 92 million units, making it the largest contributor. Pantyliners, historically the largest category in Panama, continues to d

Nappies/diapers/pants recorded steady retail volume of 179 million units in 2025 representing 1% increase reflecting resilience against demographic headwinds, with retail value sales increasing 2% to USD66 million as category maintained performance. Disposable pants emerged as most dynamic format, recording 4% volume growth to reach 3 million units in 2025, driven by shifting parental attitudes toward convenience and private-label innovation targeting older children. Meanwhile, nappies/diapers r

Retail adult incontinence recorded 6% value growth to USD20 million in 2025 as technological innovation prioritising discretion and comfort drove volume expansion supported by demographic tailwinds, with population aged 65 and over reaching 442,466 as ageing population expanded rapidly underpinning sustained demand, particularly as life expectancy increased and active ageing became more common. Light adult incontinence emerged as the most dynamic category recording 8% growth to USD2 million, out

RX/reimbursement adult incontinence records 3% value growth to USD8 million in 2025, with volume reaching 15 million units, representing 2% growth versus the previous year. This reflects a stable and steadily expanding environment, notable within the broader Latin American context, where consistent access to reimbursed products remains less common.

Wipes recorded 4% value growth to USD9 million in 2025 driven by heightened price sensitivity among consumers turning to affordable options. Private-label products from supermarket chains, including Super 99 through its Ternura brand and Supermercados El Rey via Value 507, enable a wider segment of the population to access the category, with baby wipes remaining the most significant segment. Super 99 offers a varied range of baby wipes under the Ternura brand, with four references in the market,

Retail tissue recorded 4% value growth to USD128 million in 2025 as volume expanded 3% to 23,036 tonnes, reflecting positive performance within regional context characterised by rising input costs and evolving consumer preferences. Growth is occurring within a favourable economic environment, as the population reaches 4.5 million and consumer expenditure rises to USD49.6 billion, supporting sustained demand for tissue products across household segments. Paper towels emerged as most dynamic categ

In 2025, away-from-home tissue and hygiene in Panama recorded 2% current value growth, reaching USD33 million. This represents minimal performance following a period of stronger increases in 2021 and 2022, reflecting a shift towards intensified price competition and growing commoditisation within the category. Away-from-home paper towels emerges as the best-performing category, recording 6% growth to reach USD5 million, driven by operators prioritising products that simplify cleaning, reduce han

The home care market in Panama is characterised by positive value growth, driven by consumer prioritisation of affordability and value. As consumers increasingly prioritise affordability and value, private label brands are expected to continue their development and growth across home care, offering improved efficacy at competitive prices to compete with commercial brands. The market is forecast to continue growing in value terms over the next five years, driven by a CAGR of 3% to reach USD323 mi

Laundry care products in Panama experienced positive growth in retail value in 2025, with retail value sales reaching USD138 million. The growth in laundry care can be attributed to the multifunctionality trend, where products are incorporating additional features beyond their primary function, such as antibacterial properties for use on various surfaces and dishes. This trend is exemplified by Henkel's introduction of a multifunctional detergent under the 123 brand, which offers antibacterial

In 2025, dishwashing in Panama recorded a 6% volume growth but saw a 4% decline in value sales. This trend is largely attributed to consumers seeking affordable products amid economic challenges, leading to a surge in demand for private label products, which are expanding rapidly in dishwashing. In Panama, there is a dominance of solid paste for hand dishwashing. As private labels from supermarkets evolve into new formats, the presence of liquid dishwashing products is on the rise. Most of the l

In 2025, surface care in Panama experienced a modest growth of 1%, with retail value sales reaching USD43 million. Multipurpose cleaners remained the largest category, driven by consumers seeking specialised and convenient solutions, while more specialised products like bathroom cleaners, descalers, and wash and wax floor cleaners achieved better performance compared to the previous year. The trend towards specialisation has prompted the expansion of wash and wax floor cleaners that provide mul

In 2025, bleach in Panama experienced a 1% decline in value sales but saw a slight increase of 1% in volume sales, attributed to the growing presence of private label products. Whilst the market share of private label brands remain relatively small compared to other Latin American countries, these brands are primarily gaining traction by offering basic features at lower prices, appealing to budget-conscious consumers who prioritise affordability over brand loyalty. The economic challenges faced

Toilet care in Panama experienced positive growth in 2025, albeit at a slower pace than the previous year. Retail value sales increased by 2% in current terms to reach USD6 million, driven by consumers seeking value-added solutions amidst economic difficulties. The market remains dominated by low-cost offerings, particularly rim blocks with basic deodorising functions. However, leading players are differentiating through innovation, introducing longer-lasting formulations, unique fragrance profi

In 2025, value sales of polishes in Panama recovered, with retail value sales reaching USD9 million. This recovery is attributed to the evolving product formats, with consumers seeking convenience and effectiveness. The median disposable income per household in Panama has been steadily increasing, which has positively impacted the market, enabling consumers to spend more on household care products, including polishes.

In 2025, air care in Panama achieved a positive 2% growth rate, with retail value sales reaching USD6 million, driven primarily by spray/aerosol formats, which is the largest category. The convenience and affordable price of spray/aerosol formats compared to other formats continue to be key drivers of growth. The development of gel formats is also attracting consumers through long-lasting fragrances, convenience, and affordable prices, although they have a small presence in the market.

In 2025, home insecticides in Panama continued to record robust growth, driven by ongoing climate changes and the proliferation of mosquito vectors of diseases like Zika, dengue, or Chikungunya. The La Niña phenomenon contributed to an increased demand for home insecticides, particularly in urban areas where consumers prioritised products that offered fast-acting relief and extended protection. The use of home insecticides is widespread in Panamanian households due to the tropical weather condit

Retail volume sales of soft drinks grew in 2025. This growth was supported by GDP growth, which was up on 2024 when the economy was negatively impacted by the closure of the Panama copper mine and a drought that affected canal operations. Volume sales growth in soft drinks in 2025 was also supported by Panama’s warm climate, tourism and expansion in modern retailing. In health-related categories, including bottled water, sports drinks, and functional beverages, growth was fuelled mainly by hydra

Panama's economy is projected to grow by 4% in 2025, rebounding from the previous year. The recovery is driven by investments in infrastructure and growth in non-mining sectors such as finance, logistics, and services. In this context, inflation has been stable at 0.8%. Given this context, hot drinks sales recorded growth in both retail volume and current value terms, although value growth far outpaced volume expansion. This was largely driven by the sharp increase in coffee prices, which signif

Retail sales of staple foods in Panama grew in both volume and current value terms in 2025,. Price-conscious households increasingly favoured private label offerings and promotions, while busy lifestyles sustained demand for convenient, ready-to-prepare foods. At the same time, health and wellness and indulgence drove innovation, with products balancing nutrition, flavour, and functionality, setting the foundation for continued growth over the forecast period.

Disenchantment with the government could create instability, but relations with the US have improved and economic freedom is relatively good. The economy is set to recover in the medium term, partly through significant state investment, but agricultural reliance is meaningful. Gender disparity is greater than peers, but good educational outcomes could boost social mobility. Low internet use may stymie e-commerce development and cyberattacks are substantial, but 5G is set to receive a boost.

Cooking ingredients and meals in Panama is set to deliver an overall positive performance in 2025, with sales increasing in both current value and volume terms. Although unit price growth across most categories has begun to stabilise, the persistently high cost of living continues to strain household budgets. This has led price-conscious consumers to adapt their shopping behaviour, with many trading down to private label products or actively seeking promotions and discounts to maximise value for

Retail value sales of consumer health are set to rise at a moderate rate in 2025. The Panamanian economy performed strongly in 2025, ranking among the best performers in Latin America. The Economic Commission for Latin America and the Caribbean (ECLAC) estimated GDP growth for this country of close to 4.2%. The positive behaviour of the economy is reflected in an expansion of the middle class.

Although milk consumption is falling short of international standards of 160 litres per year, as recommended by the World Health Organization, the National Association of Milk Processors reported that a slight increase in production and consumption is expected after two years of decline, driven by prices and milk substitutes that have changed Panamanian consumption habits. Sales of dairy products and alternatives are poised for growth in retail value terms in 2025, continuing the trend of the pr