Away-from-home tissue and hygiene in Uruguay recorded robust value growth in 2025, with sales rising by 6% to UYU972 million. This performance was driven by a strong rebound in institutional demand following increased tourist arrivals, particularly from Argentina, where visitors’ purchasing power improved as salaries outpaced the US dollar exchange rate. The tourism-driven boost led to higher consumption of tissue products in hotels and restaurants.

Tissue and hygiene in Uruguay displayed a more measured real value evolution in 2025 than many Latin American peers, with modest gains in value underpinned by steady macroeconomic conditions, low inflation, and rising consumer expenditure. Despite an ageing and shrinking population, the market remains attractive due to robust demand for premium and wellness-oriented products, especially in areas aligned with demographic trends, such as adult incontinence, which recorded solid retail volume and v

In 2025, wipes in Uruguay registered modest retail value growth of 2% in current terms, reaching UYU695 million. This growth was significantly slower than the double-digit increase recorded in 2024, reflecting a broader regional trend of decelerating value gains as inflation cooled and economic growth stabilised. The volume of personal wipes, which account for the vast majority of sales in wipes, declined by 3% to 128 million sheets, with the largest negative impact coming from baby wipes. This

In 2025, nappies/diapers/pants in Uruguay experienced a continued divergence between value and volume performance, in line with broader Latin American trends, but more pronounced due to the country’s persistent demographic shifts. While retail volumes declined by 3% to 126 million units, current value sales rose by 5% to UYU2,551 million, driven by an ongoing premiumisation trend and innovation in product design. This reflects a scenario where declining birth rates and fewer children per family

Menstrual care in 2025 experienced a marginal volume decline, with retail volumes reaching 249 million units, a decrease of 2% compared to the previous year. Despite this, value sales rose by 4% in current terms, reflecting both the resilience of the category and the impact of inflation, which stood at 5% in 2025. This performance stands out within the broader Latin American context, where ongoing inflation and economic challenges have put pressure on disposable incomes and overall consumer expe

Retail tissue in Uruguay experienced a further decline in retail volumes in 2025, reaching 13,745 tonnes, down by 3% compared to the previous year. This contraction stands out against the broader Latin American context where some neighbouring countries are expanding production and even exporting surplus tissue products. While current value sales saw minor growth, with less than a 1% increase to reach UYU3,066 million, the overall trend is hardly positive, reflecting the pressure on formal retail

Retail adult incontinence in Uruguay delivered positive volume and value growth in 2025, underpinned by an improved economic climate and evolving social dynamics. Retail volumes reached 29.8 million units, up 2% from the previous year, while retail current value sales climbed 6% to UYU1.7 billion. This performance aligns with the regional pattern of steady expansion, but was particularly buoyant due to a combination of rising disposable incomes and a narrowing of the price gap with neighbouring

Laundry care in Uruguay achieved a retail value of UYU6.4  billion in 2025, with a growth rate of 6%. This growth can be attributed to various factors, including the decline in cross-border smuggling, which has made local purchases more attractive to consumers, particularly for concentrated liquid detergents and liquid fabric softeners. The shift from powder detergents to liquid detergents continued in 2025, driven by consumer perceptions of better performance and machine compatibility. However,

In 2025, sales of polishes in Uruguay continued to decline in volume terms, at 2%, albeit at less steep rates of decline than seen in the review period. Meanwhile, value sales maintained marginal positive growth.

Surface care recorded value sales of UYU817 million in 2025, representing a 4% growth from the previous year. This was supported by an improved economic context and the recovery of consumers' purchasing power, leading some consumers to migrate from bleach to more specific surface care alternatives, for example. The Uruguayan economy's positive performance and the decline in smuggling from Argentina also contributed to this growth. Although the Uruguayan economy is performing well, consumption i

Toilet care in Uruguay experienced positive growth in retail value terms in 2025, reaching UYU216 million. This growth was driven by an improved economic situation and a decrease in the annual inflation rate, making consumers less price-sensitive and positively impacting non-essential products like toilet care. However, consumers continue to opt for affordable products, thus brands can benefit from keeping their prices accessible.

Dishwashing in Uruguay saw low-moderate value growth in 2025, albeit with volume sales remaining in a small negative slump, following the trend seen in the previous year. While value sales saw 4% growth to reach UYU1.9 billion, volume saw a 1% decline to 10,735 tonnes. Stronger value sales are thus being driven by higher-priced premium and sustainable products, with concentrated hand dishwashing options gaining share. Hand dishwashing remains the largest category, due to a low penetration rate o

Bleach in Uruguay in 2025 saw a 1% decline in volume sales, which is a slight improvement on the 3% decline seen the previous year, which value sales saw 2% growth, which is a fall from the 4% growth seen the previous year. It is noted that many consumers are shifting towards cheaper alternatives, such as Girando Sol, which is priced at half the cost of traditional brands

Home care in Uruguay experienced 4% value growth in 2025, driven by polarised consumption between value brands and premiumisation. The decline in cross-border smuggling from Argentina has positively impacted sales, particularly in laundry care and dishwashing. Sustainability and value options are key trends shaping the market, with Unilever del Uruguay SA and SC Johnson & Son de Uruguay SA leading sales, while local companies like Rebio and La Sostenible are gaining traction with eco-friendly p

In 2025, air care in Uruguay recorded 2% growth in current value terms to reach UYU1.1 billion, driven by price increases. Spray/aerosol air fresheners remained the largest category within air care in 2025, with retail value sales reaching UYU843 million, due to the affordability and wide availability of various brands in this format. The introduction of more sustainable options further supports this strong position. For example, SC Johnson introduced a new ultralight, 100% recyclable packaging

In 2025, home insecticides in Uruguay experienced a contraction following a surge in demand in 2024 driven by a record-high incidence of mosquito-borne diseases such as dengue fever and chikungunya. The Uruguayan government's public health campaign, which included large-scale fumigation and public awareness efforts, contributed to this decline. Favourable weather conditions have also played a role in limiting the spread of mosquitoes, thereby reducing demand.

The outlook for the soft drinks industry in Uruguay is positive, supported by a favourable macroeconomic environment following the administration of former President Lacalle Pou and the inauguration of Yamandú Orsi as President in March 2025. According to IMF estimates, Uruguay’s economy is projected to grow by 3%. After overcoming the severe impact of the Argentine economic crisis, economic activity has regained momentum, with simultaneous growth in wages and employment. A key factor supporting

Bottled water in Uruguay recorded strong growth in 2025, fuelled by ongoing consumer distrust of tap water following the 2023 drought and water quality issues. Still purified water was the most dynamic category, attracting middle- and lower-income consumers seeking value-for-money options, and it is expected to continue gaining share from mineral water due to its lower price and perceived similarity.

In 2025, carbonates in Uruguay faced ongoing pressure from the rising popularity of bottled water health and wellness trends. Increased awareness about the health risks associated with excessive sugar consumption is fuelling demand for reduced-sugar variants. There is also rising demand for tonic water/mixers/bitters, driven by the mixology trend.

In 2025, powder concentrates partially recovered in volume terms after three years of decline, but continued to face strong competition from flavoured bottled water and other health-oriented soft drinks. Liquid concentrates recorded the fastest growth, though from a low base, aided by Argentine migrants, but remained niche due to limited variety, minimal innovation, and low marketing support.

Juice consumption in Uruguay grew strongly in 2025 as consumers increasingly prioritised healthier, more natural beverages. This trend supported growth across all juice categories, with 100% juice seeing particularly strong demand as consumers sought additive- and sugar-free options, despite its seasonal consumption patterns.

Sports drinks in Uruguay recorded further robust growth in 2025, driven by the ongoing health trend, innovation and new consumption occasions. Genomma Laboratories’ SueroX, a reduced sugar oral replenishment beverage, expanded sports drinks use beyond athletic use to everyday recovery moments and broadened its distribution from pharmacies to supermarkets and other channels.

Energy drinks saw double-digit growth in Uruguay in 2025, driven by promotions, marketing to younger consumers, expanded flavours, and declining Argentine contraband. Rising health consciousness boosted demand for reduced sugar variants, with Red Bull Sugar Free and Monster Ultra Zero gaining strong traction in key cities.

RTD tea remained an underdeveloped category in Uruguay in 2025, with growth hampered by its limited popularity, high prices, a lack of substantial advertising and promotion. Going forward, RTD tea, with its perceived health benefits and natural ingredients, has the potential to attract health-conscious consumers if manufacturers focus on targeted marketing campaigns that emphasise these attributes.