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Affordability Trend Drives Value-Based Demand as Consumers Shift Spending
Tissue and hygiene in Colombia demonstrated resilience and low steady growth in 2025, with retail sales outperforming many Latin American counterparts that face more pronounced demand volatility, but still fell just below the overall regional average. Sales are being sustained by a combination of gradual population increases, rising consumer expenditure, and the rapid scaling of private label products and discounter-led value propositions, even as inflation persists at 5% and GDP expands. The landscape is evolving as brands compete on both value and innovation, with leading players defending share against intensifying competition from private label and adapting portfolios to deliver advanced features, comfort, and sustainability credentials. Success in tissue and hygiene requires brands to invest in differentiated product development—particularly in sensory experience, skin care, and eco claims—while leveraging the reach and growth momentum of discounters and prioritising affordability alongside premium upgrades.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Colombia 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 Colombia, 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 Colombia 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 Colombia?
- Which are the leading brands in Tissue and Hygiene in Colombia?
- How are products distributed in Tissue and Hygiene in Colombia?
- 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 Colombia
Affordability Trend Drives Value-Based Demand as Consumers Shift Spending
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Affordability Trend Drives Value-Based Demand as Consumers Shift Spending
Chart 2 Discounters Offer Premium Products at Affordable Prices
Premiumisation Trend Builds as Consumers Demand Enhanced Features
Chart 3 New improvements to Familia
Huggies Dermacare Elevates Skin Health and Product Innovation for Families
Chart 4 Huggies Dermacare Diapers
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Private Label Upgrades Products and Commercial Brands Intensify Innovation
Ageing Demographic to Accelerate Growth for Convenient and Discreet Formats
Eco Claims in Disposable Products Gain Traction While Reusable Products Remain Niche
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Essity and Tecnoquímicas Defend Share as Private Label Competition Intensifies
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Discounters Capture Household Spending as Private Label Widens Appeal
E-Commerce Expands Reach via Pharmacy Apps and Rapid Delivery
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Colombia
Key Data Insights
Companies Drive Operational Savings and Sustainability through Convenience
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Companies Drive Operational Savings and Sustainability through Convenience
Chart 21 Essity launches Tork Vision T
Kimberly-Clark Professional Enables Shared Responsibility for Waste Reduction
Chart 22 ReNew promotes corporate environmental responsibility
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Cost-Focused Institutions to Adopt Affordable Solutions and Drive Volume Shift
Colombia’S Shifting Demographics to Fuel Opportunities
Away-From-Home Hygiene to Gain Traction as Hygiene Awareness Transforms Cleaning Routines
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Horeca Channels Boost Tissue Sales as Tourism Expands
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Colombia
Key Data Insights
Skincare Innovations Accelerate Premium Sales
Chart 35 Key Industry Trends for Retail Adult Incontinence
Skincare Innovations Accelerate Premium Sales
Chart 36 Tena Revamps Image
Brands Offering Inclusive and Lifestyle-Orientated Solutions Boost Growth
Chart 37 Tena Addresses Consumer Needs
E-Commerce Offers Convenient and Discreet Solutions
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Growing Ageing Population to Sustain Demand for Retail Adult Incontinence
Female Health Needs and Destigmatisation to Continue Driving Sales
Tena’S Premium Pricing to Slow Light Incontinence Adoption Despite Demand
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Tena Sustains Dominance through Exclusive Light Incontinence Offer
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Health and Beauty Specialists Leverage Promotions to Drive Sales
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Colombia
Key Data Insights
Affordability Trend Aids the Expansion of Private Label Ranges
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Affordability Trend Aids the Expansion of Private Label Ranges
Chart 55 Ekono Disposable Pants
Brands Prioritise Clean Wellness Features
Chart 56 Huggies Dermacare Diapers
Consumers Increasingly Seek Advanced Technology Features
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Private Label Products to Expand Disposable Pants Range, Shifting Consumer Loyalty
Brand to Focus on Sustainability Messaging as Reusable Options Remain Niche
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Tecnoquímicas Sa Defends Leadership as Private Label Products Gain in Discounters
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Promotions and Pricing Pressure Shift Consumer Loyalties
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Colombia
Key Data Insights
Affordability Continues to Be Relevant Amid Economic Pressures
Chart 73 Key Industry Trends for Menstrual Care
Affordability Continues to Be Relevant Amid Economic Pressures
Chart 74 Private Label Offers Additional Features
Cycle Tracking Apps and Education Campaigns Support Self-Care and Destigmatisation
Chart 75 Nosotras V-app
Clean Wellness Trend Influences Purchasing Behaviour
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Private Label Expands Multi-Style Pantyliners to Attract Value Seekers
Active Lifestyles to Present Opportunities for Further Product Developments
Sustainable, Re-Usable Options Will Remain Niche
Chart 79 Analyst Insight for Menstrual Care
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Nosotras Leverages Bold Campaigns and Segmentation to Strengthen Lead
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Small Local Grocers Maintain Lead as Supermarkets and Hypermarkets Attract Value Seekers
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Menstrual Care
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Menstrual Care
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Wipes in Colombia
Key Data Insights
Affordable Innovation Assists Marginal Wipes Growth
Chart 92 Key Industry Trends for Wipes
Affordable Innovation Assists Marginal Wipes Growth
Chart 93 Little Angel Water Wipes
Urban Population Drives Demand for Portable and Convenient Solutions
Clean Wellness Fuels Demand for Dermatologically Approved Wipes
Chart 94 Pequeñín Cleansing Wipes
Chart 95 Value Sales 2020-2030
Chart 96 Value Sales by Category 2025
Private Label to Cater for Cost-Effective and Premium Segments with Tailored Solutions
Manufacturers to Continue Distinguishing Themselves From Private Label Players
Personal Wipes Maintain Lead as New Convenience Formats Emerge
Chart 97 Analyst Insight for Wipes
Chart 98 Forecast Value Sales 2020-2030
Chart 99 Forecast Value Sales by Category 2025-2030
Productos Familia Sancela Sa Sustains Leadership as Private Label Erodes Share
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Discounters Accelerate Value-Focussed Growth as Supermarkets and Hypermarkets Hold Lead
Chart 102 Retail Channels 2020-2025
Chart 103 Economic Context for Wipes
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Wipes
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Retail Tissue in Colombia
Key Data Insights
Discounters Leverage Affordability Trend to Capture Household Loyalty
Chart 110 Key Industry Trends for Retail Tissue
Discounters Leverage Affordability Trend to Capture Household Loyalty
Chart 111 Discounters Offer Premium Tissue at Affordable Prices
D1 Expands Toilet Paper Assortment to Address Demand for Comfort and Value
Chart 112 Familia Acolchamax and Famila Green
Chart 113 Value Sales 2020-2030
Chart 114 Volume Sales 2020-2030
Chart 115 Value Sales by Category 2025
Discounters Drive Premiumisation as Affordability Reshapes Household Choices
Pocket Handkerchiefs and Paper Towels to Accelerate as Households Seek Convenience
Sensory Upgrades and Sustainability Claims to Reshape Product Innovation Strategies
Chart 116 Analyst Insight for Retail Tissue
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Private Label Expands Premium Lines and Begins to Erode Brand Loyalty
Chart 119 Company Shares 2025
Chart 120 Brand Shares 2025
Discounters Capture Staple Product Demand as Rivals Lose Ground
Chart 121 Retail Channels 2020-2025
Discounters Introduce Premium Tissue Lines to Challenge Established Brands
Chart 122 Economic Context for Retail Tissue
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Retail Tissue
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Colombia
Key Data Insights
Public System Reliance Spurs Post-Decline Expansion
Chart 129 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Public System Reliance Spurs Post-Decline Expansion
Chart 130 Value Sales 2020-2030
Chart 131 Volume Sales 2020-2030
Delayed Health Funding Restricts Access to Prescribed Incontinence Supplies
Chart 132 Forecast Value Sales 2020-2030
Eps Centralises Supply by Awarding Public Tenders to Cost-Competitive Suppliers
Chart 133 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 134 Real Gdp Growth 2020-2030
Chart 135 Inflation 2020-2030
Chart 136 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 137 Population 2020-2030
Chart 138 Consumer Expenditure 2020-2030
Chart 139 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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