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Convenience Drives Growth through Discreet, User-Friendly Solutions
Tissue and hygiene in Costa Rica demonstrates notable resilience and growth, achieving a rise in retail sales in 2025 despite regional and global cost pressures, outperforming many neighbouring countries that struggle with higher inflation and weaker consumer sentiment. This environment is considered attractive due to a combination of steady GDP expansion, subdued inflation and strong household demand for essential products, underpinning both the stability and innovation potential within tissue and hygiene. Companies that prioritise convenience, inclusivity and emotional wellbeing through product and communication strategies, such as expanding light incontinence solutions, launching extra-large nappies/diapers/pants, and linking products to broader wellbeing, are well-positioned to defend value and capture future demand. To succeed, brands must address evolving consumer needs by reducing barriers to use, embracing holistic wellbeing and differentiating through innovation, while responding to rising price sensitivity and the growing presence of private label, particularly in retail tissue and wipes.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Costa Rica 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 Costa Rica, 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 Costa Rica 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 Costa Rica?
- Which are the leading brands in Tissue and Hygiene in Costa Rica?
- How are products distributed in Tissue and Hygiene in Costa Rica?
- 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 Costa Rica
Convenience Drives Growth through Discreet, User-Friendly Solutions
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Convenience Drives Growth through Discreet, User-Friendly Solutions
Chart 2 Tena Expands Product Line to Boost Everyday Convenience
Chart 3 Saba Promotes Sleep and Wellbeing Through SabaNights
Saba Reframes Night Towels to Defend Value in Mature Landscape
Chart 4 Huggies Expands Inclusivity Through Extended-Size Diapers
Inclusive Product Range Strengthens Emotional Connection
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Convenience-Led Innovation Increasingly Shapes Purchasing and Usage Routines
Retail Tissue Set to Retain Dominance as Wipes Delivers Rapid Value Gains
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Essity Respond to Private Label Challenge with Brand Strength
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets and Small Local Grocers Dominate through Assortment and Promotions
Retail E-Commerce Remains Niche, Focused on Planned Bulk Replenishment
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 Costa Rica
Key Data Insights
Kimberly-Clark Professional Leverages Horeca Partnership to Drive Wiping Solutions Uptake
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Kimberly-Clark Professional Leverages Horeca Partnership to Drive Wiping Solutions Uptake
Chart 21 Kimberly-Clark Professional Promotes Hygiene and Efficiency as Core Priorities
Wypall Activation Redefines Priorities for Hygiene and Efficiency in Professional Kitchens
Chart 22 Kimberly-Clark Professional Activates Wypall Through Cocina Maestra
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Operators Prioritise Efficiency and Reliability as Demand Shifts to Service-Led Formats
Adult Incontinence Expands in Care Settings as Population Ages
Chart 25 Analyst Insight for Away-From-Home Tissue and Hygiene
Chart 26 Forecast Value Sales 2020-2030
Chart 27 Forecast Value Sales by Category 2025-2030
Horeca Maintains Dominance as Healthcare Demand Rises
Chart 28 Retail Channels 2020-2025
Chart 29 Economic Context for Away-From-Home Tissue and Hygiene
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Retail Adult Incontinence in Costa Rica
Key Data Insights
Tena Expands Product Range and Drives Adoption through Convenience and Loyalty
Chart 36 Key Industry Trends for Retail Adult Incontinence
Tena Expands Product Range and Drives Adoption through Convenience and Loyalty
Chart 37 Tena Expands to Everyday Convenience
Tena Leverages Innovation and Education to Broaden Usage Occasions
Pricesmart and Tena Boost Repeat Purchases with Loyalty-Based Rewards
Chart 38 Tena leverages innovation and education to broaden usage occasions
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
Brands to Increasingly Prioritise Value, Wellness and Education
Pants Innovation and Bulk Formats to Accelerate Moderate and Light Incontinence Uptake
Chart 42 Analyst Insight for Retail Adult Incontinence
Chart 43 Forecast Value Sales 2020-2030
Chart 44 Forecast Value Sales by Category 2025-2030
Essity and Kimberly-Clark Secure Loyalty with Visibility and Execution
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Health and Beauty Specialists Retain Trust through Specialist Support
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in Costa Rica
Key Data Insights
Pampers Responds to Value and Inclusivity Needs
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Pampers Responds to Value and Inclusivity Needs
Chart 56 Pampers Launches Club-Exclusive Bulk Diaper Packs
Premiumisation Targets Younger Babies Amid Polarised Demand
Huggies and Pampers Uses Inclusive Innovation to Expand Addressable Users
Chart 57 Huggies Launches XXXXG Diapers, Embracing Respectful Parenting
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Warehouse Clubs Poised to Drive Bulk Pack Uptake as Families Prioritise Value
Inclusive Sizing and Respectful Parenting to Extend Product Relevance
Disposable Pants Anticipated to Outpace Nappies
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Procter & Gamble Defend Leadership as Private Label Adds Pressure
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
Warehouse Clubs Accelerate Bulk Pack Uptake as Families Seek Value
Supermarkets Leverage Online Platforms as E-Commerce Expands Gradually
Chart 66 Retail Channels 2020-2025
Chart 67 Economic Context for Nappies/Diapers/Pants
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Nappies/Diapers/Pants
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Menstrual Care in Costa Rica
Key Data Insights
Saba Links Menstrual Care to Holistic Expansion to Drive Value
Chart 74 Key Industry Trends for Menstrual Care
Saba Links Menstrual Care to Holistic Expansion to Drive Value
Chart 75 Saba Promotes Sleep and Wellbeing Through SabaNights.
Pantyliners Sees Most Volume Sales as Disposable Underwear Accelerates
Chart 76 Kotex Empowers Women Gamers Through Inclusive Messaging
Kotex Engages Women Gamers to Build Brand Relevance
Chart 77 Value Sales 2020-2030
Chart 78 Volume Sales 2020-2030
Chart 79 Value Sales by Category 2025
Towels to Maintain Bulk of Value Sales as Innovation Drives Premium Formats
Leading Brands Poised to Deepen Emotional Connections to Defend Loyalty
Chart 80 Analyst Insight for Menstrual Care
Chart 81 Forecast Value Sales 2020-2030
Chart 82 Forecast Value Sales by Category 2025-2030
Essity and Kimberly-Clark Defend Leadership as Smaller Rivals Lose Ground
Kimberly-Clark Expands Global Reach as Local Impact Remains Limited
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Supermarkets Channel Leads as Small Local Grocers Retain Significance
Retailers Invest in Omnichannel Strategies without Disrupting Store Leadership
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Menstrual Care
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Menstrual Care
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Wipes in Costa Rica
Key Data Insights
Pricesmart Drives Bulk Wipes Purchases as Families Seek Value
Chart 93 Key Industry Trends for Wipes
Pricesmart Drives Bulk Wipes Purchases as Families Seek Value
Chart 94 PriceSmart Accelerates Sales via Bulk Formats
Multi-Pack Innovation and Clean Wellness Claims Build Consumer Loyalty
Chart 95 PriceSmart Promotes Hypoallergenic Baby Wipes
Multi-Purpose Wipes Strengthen Convenience Appeal
Chart 96 Value Sales 2020-2030
Chart 97 Value Sales by Category 2025
Multi-Pack Value Formats Expected to Shift Focus to Usage Frequency
Personal Wipes Poised for Further Strong Growth
Chart 98 Analyst Insight for Wipes
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Leverages Bulk Baby Wipes to Defend Leadership
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Supermarkets Channel Dominates Wipes Distribution through Convenience and Variety
Retail E-Commerce Plays a Supporting Role in Planned Wipes Purchases
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Wipes
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Wipes
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Retail Tissue in Costa Rica
Key Data Insights
Walmart Accelerates Value-Led Competition with Affordable Innovation
Chart 111 Key Industry Trends for Retail Tissue
Walmart Accelerates Value-Led Competition with Affordable Innovation
Chart 112 Walmart Strengthens Affordability Through Great Value Expansion
Toilet Paper Maintains Dominance as Paper Towels Gains Momentum
Nevax Leverages Comfort-Led Branding to Defend Premium Value
Chart 113 Nevax Launches Creamy Sensation to Defend Premium Value
Chart 114 Value Sales 2020-2030
Chart 115 Volume Sales 2020-2030
Chart 116 Value Sales by Category 2025
Retailers Set to Leverage Affordability and Pack Size to Sustain Growth
Toilet Paper to Consolidate Lead While Paper Towels Outpaces Rivals
Private Label Intensifies Price Competition and Shapes Value Strategies
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Defends Lead as Rivals and Private Label Erode Share
Chart 119 Analyst Insight for Retail Tissue
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Warehouse Clubs Boost Share as Shoppers Seek Value Packs
Walmart and Pricesmart Expand Digital and Value-Driven Offerings
Chart 122 Retail Channels 2020-2025
Chart 123 Economic Context for Retail Tissue
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Retail Tissue
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 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)
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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
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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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