In 2025, nappies/diapers/pants in Egypt showed a moderate increase in retail value, rising by 5% to EGP24.9 billion in current terms. This value growth was notably slower than in the previous two years, reflecting a moderation in price increases after the extreme inflationary spikes of 2022 and 2023, when retail value surged by 32% and 39%, respectively.

In 2025, wipes in Egypt delivered robust current value growth, with retail sales reaching EGP453 million, marking a 12% increase over the previous year. However, this growth was heavily influenced by persistent high inflation and a weakened currency, which sharply constrained household budgets.

In 2025, away-from-home tissue and hygiene in Egypt posted robust current value growth, rising to EGP1.7 billion; a 21% increase over the previous year. This performance was notably stronger than many international benchmarks, reflecting the local market’s recovery from recent inflationary pressures and the rebound in institutional demand. Demand remained resilient despite inflation and currency depreciation, as hygiene products are essential for institutions; however, volume growth was limited

In 2025, bleach in Hungary faced a decline in popularity as consumers increasingly turned to premium laundry detergents featuring colour-safe oxygen bleaching agents and enzymes, which reduced reliance on separate bleach products.

Laundry care in Hungary was characterised by robust growth in value in 2025, driven by a recovery in consumer confidence and a persistent shift towards premium, convenient and efficient solutions. GDP growth in the country for 2025 was a key driver, primarily due to a recovery in consumption, underpinned by favourable real wage dynamics. This stronger household purchasing power directly translated into a greater willingness to spend on quality household products like laundry care.

In 2025, toilet care in Hungary continued to grow in retail value sales, reaching HUF20 billion and representing a 5% increase on the previous year. The volume sales, however, saw stagnation or a minor decline due to economic uncertainty and high inflation, with 3,936 tonnes recorded. ITBs was the largest and fastest growing category in 2025, driven by convenience and effectiveness. It recorded retail value sales of HUF15.8 billion, with a growth rate of 5%. In-cistern devices also saw dynamic

In 2025, air care in Hungary experienced 5% growth on the previous year, reaching HUF13.8 billion, despite a slight decline in volume sales. The rise in the medium disposable income per household in Hungary contributed to this positive performance, as it means consumers are more likely to invest in premium and modern air care products. Spray/aerosol air fresheners remained the largest category in air care in Hungary in 2025, despite experiencing a decline in sales volume. This is largely because

Nappies/diapers/pants in Guatemala continued to show positive retail volume growth in 2025, reaching 579 million unit. Retail value, in current terms, rose 5% to GTQ618 million, outpacing the modest volume increase, as parents displayed a willingness to pay for enhanced features and premium positioning. This growth occurred against a backdrop of a declining birth rate, with the population aged 0-4 falling to 1.7 million in 2025, yet the overall demand for disposable nappies and pants remained su

Wipes in Guatemala demonstrated steady value growth in 2025, with retail sales reaching GTQ84 million, an increase of 3% over the previous year, despite a backdrop of global and regional uncertainty. This performance was underpinned by the country’s robust economic expansion, with real GDP growth of 4% and inflation moderating to 2%, providing households with greater disposable income and boosting consumer confidence. The increasing size of the middle class and a population that reached 19 milli

Tissue and hygiene in Guatemala in 2025 demonstrated stable expansion, underpinned by the country’s steady economic growth, rising consumer expenditure, and population increase. The environment is increasingly attractive for both established and new entrants, as the balance of moderate inflation at 2%, expanding middle-class, and gradual shift in consumer preferences support ongoing volume and value gains, even as growth rates soften from previous highs. Key drivers include pronounced innovation

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

Menstrual care in 2025 was characterised by persistent economic pressure, which has led to heightened price sensitivity among consumers and a contraction in both retail volume and value. Volume declined by 3% to 1.4 billion units, while value at current prices fell by 4% to PEN618 million, indicating that consumers actively sought better value and managed their spending more cautiously. The cost-of-living crisis has driven a clear shift towards products and formats that balance affordability and

Nappies/diapers/pants in 2025 was shaped by a challenging combination of economic headwinds and demographic contraction. Value sales, measured at PEN2 billion, contracted by 2%, as affordability pressures led consumers to prioritise lower-priced brands and large pack sizes, limiting price-led value growth. Volume sales fell by 1% to 1,679 million units, a modest decline that nonetheless demonstrated resilience given Peru’s declining birth rate and continued pressure on household budgets. Compare

Tissue and hygiene in Peru in 2025 displayed notable resilience amid macroeconomic stabilisation, yet real sales saw only a marginal uplift, as households maintained a cautious stance on non-essential spending despite GDP growth and consumer expenditure increasing. Flat retail value sales, combined with a sharp focus on cost management, signalled an environment where brands face mounting pressure to demonstrate clear functional value and affordability, particularly as discounters and pharmacy-le

Away-from-home tissue and hygiene in 2025 experienced robust current value growth, with retail sales reaching PEN422 million, up 6% from the previous year. This expansion took place in a context of heightened economic pressure, where institutions and buyers remained focused on cost containment in the face of tight budgets and rising operational expenses. The result was an intensified shift towards commoditisation, with brands and suppliers compelled to compete aggressively on price rather than d

Nappies/diapers/pants in Pakistan recorded robust growth in 2025, with retail volume reaching 319 million units and value sales of PKR19.5 billion. This represented a year-on-year volume growth of 8% and a value increase of 16%, outpacing many regional peers. The expansion was fuelled by economic pressures such as rising inflation and household costs, which made value-for-money options increasingly attractive to parents. Brands responded with economy packs, bulk bundles, and competitive pricing,

Menstrual care in Pakistan sustained robust growth in 2025, recording a retail volume of 1 billion units and a retail value of PKR28.6 billion at current value. Volume increased by 7% year-on-year, while value grew by 15%, indicating that both demand and innovation advanced in parallel. Compared to global and regional trends, the growth rate in Pakistan outpaced mature markets and was competitive with other emerging Asia Pacific countries, driven by a young and rapidly urbanising population and

In 2025, colour cosmetics in Mexico experienced robust current value growth, outpacing many regional and global peers as the market responded to evolving consumer preferences, new retail experiences, and digital innovation. Retail value sales rose to MXN38,056 million, representing a 6% increase over the previous year. This sustained expansion followed a strong recovery from the pandemic era, with double-digit growth in 2022 (13%) and 2023 (11%), before moderating but remaining healthy in 2024 a

Fragrances delivered a strong performance in 2025, sustaining double-digit current value growth of 10%, with sales reaching MXN56,742 million. In 2025, Mexican consumers increasingly treated fragrance as a way to express personal taste and individuality, with an increasing interest in artisanal and culturally inspired scents, alongside growing interest in wellbeing and holistic self-care, which positioned fragrances as part of everyday lifestyle routines. Meanwhile, the Mexican population rose t

Beauty and personal care in Mexico achieved steady retail current value growth of 6% in 2025, outperforming the broader economic environment despite a slowdown compared to the previous four years, and lagging behind the rapid expansion seen in some other Latin American countries. The attractiveness of this industry is underpinned by continued population growth, the resilience of essential products, and consumer willingness to invest in premium and innovative products, even as caution prevails in

Sun care in Mexico in 2025 experienced a notable shift, as longevity and prevention became core drivers of consumer behaviour, with SPF repositioned from a seasonal product to a daily essential for “skinspan”. While retail volumes contracted by 6% in 2025 to 2.7 million litres after a period of strong post-pandemic recovery, value sales continued to grow, reaching MXN4,326 million, up 3% from the previous year. This performance diverged from the rapid double-digit value growth seen from 2021 to

In 2025, bath and shower in Mexico recorded a retail value of MXN21,342 million, registering 6% growth over the previous year. This performance, while more moderate than the double-digit increase seen in 2023 due to a post-pandemic surge, remained robust, despite growth beginning to stabilise. The sustained momentum is underpinned by consumer priorities shifting towards products that offer holistic benefits, such as hydration, skin barrier protection, and sensory experiences, reflecting a broade

In 2025, hair care in Mexico maintained current value growth, although at a slower pace than in 2024, as economic uncertainty early in the year led to more cautious and intentional spending from consumers. Despite this, current value sales of hair care products increased to MXN56,290 million, representing a 6% rise over 2024. This performance was notable against a backdrop of slowing overall economic activity, with inflation at 4% and real GDP growth at less than 1%, prompting shoppers to priori

Home care in Australia recorded growth in 2025, driven by consumers seeking convenient, multifunctional solutions across laundry care, dishwashing, and air care. Despite inflation and tighter household budgets, the market benefited from evolving product formats such as multi-purpose sprays and concentrated refills. Sustainability continues to strongly influence consumer choices, with rising demand for biodegradable products prompting eco-friendly innovations like OzKleen's Dishwasher Power and