Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Chile experienced a notable slowdown in value growth terms in 2024 compared to the previous year, with sales remaining fairly flat. This slowdown in growth was mainly due to a stagnation in unit prices, following 2023’s sustained increases in line with inflation.
2024 key trends
Toilet paper remained the largest value category within total Chilean tissue and hygiene in 2024, experiencing a significant slowdown in growth compared to 2023, mainly because there were no substantial price increases. Demand for retail toilet paper remained relatively stable but shifted towards more affordable options, with super-premium and premium segments experiencing declines.
Competitive landscape
Softys Chile SpA retained its convincing lead overall in 2024, benefiting from a diversified portfolio that includes toilet paper, paper towels, napkins, and tissues, meeting a wide range of consumer needs and excelling across various business lines. Brands such as Elite, Nova, and Confort enjoy strong recognition and trust in the Chilean market.
Retail developments
Although remaining the leading distribution channel for tissue and hygiene in Chile overall, supermarkets faced challenges towards the end of the review period. Under pressure to appeal to cost-conscious consumers, many chained supermarkets implemented strong promotional strategies to drive volumes.
What next for tissue and hygiene?
Value sales of tissue and hygiene (at constant 2024 prices) are expected to record solid growth rates over the forecast period, aligning with the country's economic projections. The Central Bank of Chile estimates economic growth between 1.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Chile 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Chile, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Chile 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 Tissue and Hygiene in Chile?
- Which are the leading brands in Tissue and Hygiene in Chile?
- How are products distributed in Tissue and Hygiene in Chile?
- 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Chile
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Chile
KEY DATA FINDINGS
Economy segment gains traction amid budget constraints
Ageing population drives growth of AFH adult incontinence
AFH paper towels with longer roll length gain traction in institutional and traditional channels
Economy options to drive volumes, but premium products poised for recovery
Economic stability to fuel omnichannel expansion
Sustainable solutions in tissue products: Reducing waste and costs
Retail Adult Incontinence in Chile
KEY DATA FINDINGS
Light adult incontinence leads growth overall
Cotidian's Alic.ia aims to challenge stigma surrounding incontinence in Chile
Supermarkets leads distribution despite market shifts
Light adult incontinence set to gain further momentum as consumer needs evolve
Promising outlook for online sales
The growing trend for biodegradable incontinence products
Nappies/Diapers/Pants in Chile
KEY DATA FINDINGS
Chile’s birth rate drop, negatively impacting demand for nappies/diapers/pants
Softys maintains leadership amid distribution expansion
Supermarkets remains leading distribution channel despite value challenges
Further decline in birth rate signals long-term impact on nappies/diapers/pants
E-commerce and traditional channels to gain momentum amid growing demand for convenience
Sustainability trends to gain traction despite niche demand
Menstrual Care in Chile
KEY DATA FINDINGS
High promotional activity shapes menstrual care in 2024
Softys retains lead of menstrual care, driven by Ladysoft’s innovative offerings
Chilean consumers balance caution and convenience with their purchases
Organic growth and evolving product mix in menstrual care
Supermarkets, discounters, and e-commerce to drive bulk purchases
Sustainability and durability to boost menstrual cup popularity
Wipes in Chile
KEY DATA FINDINGS
Baby wipes drives value sales despite decline
Softys retains leadership due to popularity of BabySec
Double and triple packs drive promotional push in supermarkets
Low growth projected for wipes amid Chile’s declining birth rate
E-commerce set to offer further growth potential
Consumer preferences to shift further towards biodegradable wipes
Retail Tissue in Chile
KEY DATA FINDINGS
Toilet paper dominates retail tissue, but premium segment slows
Softys retains dominance with wide product portfolio
E-commerce outperforms dominant supermarkets in retail tissue
Private label to remain popular alternative to brands of retail tissue
Supermarkets to strengthen offer with large pack formats
Market simplification will result in decline of less successful SKUs
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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