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Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene rose at a moderate level in both retail value and volume terms in 2024. The Salvadoran market experienced some price stability across most tissue and hygiene product categories.
2024 key trends
Retail tissue was the largest category within tissue and hygiene overall in 2024, with sales rising moderately in both value and volume terms.
Competitive landscape
Kimberly-Clark de Centro America SA was the leading company within tissue and hygiene overall in 2024. The company produces the Scott, Huggies, Kotex and Plenitud brands and is present in the retail tissue and hygiene, nappies/diapers and pants and retail adult incontinence categories.
Retail developments
Supermarkets was the leading distribution channel within tissue and hygiene overall in 2024. The modern channel in the form of supermarket chains, hypermarkets and discounters remains the most relevant in the distribution of disposable tissue and hygiene products in El Salvador.
What next for tissue and hygiene?
Tissue and hygiene is set to register moderate growth in retail value sales over the forecast period mainly because products such as these have high consumption volumes. For instance, toilet paper already enjoys a high level of penetration among households, while it is expected that price will continue to be a determining factor in purchasing decisions for the majority of the population.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in El Salvador 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 El Salvador, 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 El Salvador 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 El Salvador?
- Which are the leading brands in Tissue and Hygiene in El Salvador?
- How are products distributed in Tissue and Hygiene in El Salvador?
- 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 El Salvador
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
Key Data Findings
2024 Developments
Consumers pressured by a higher cost of living prioritise products with greater absorption
The category, while still emerging, remains highly concentrated, while lower-priced brands are beginning to emerge
Salvadorans become more willing to diversify their retail choices
Prospects and Opportunities
Changes in generational habits have the potential to impact the menstrual care category
Digital platforms continue to be used more for informational purposes than for making purchases
Menstrual care aims for a holistic approach
Category Data
Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Demographic changes impact the nappies/diapers/pants category
Leading brands focus on highlighting improved absorption quality in the face of increasing pressure from lower-priced brands
Parents under pressure from higher living costs more likely to diversify their shopping locations
Prospects and Opportunities
Conservative outlook for nappies/diapers/pants in a scenario of slowing population growth
Slow process of digital omnichannel in nappies/diapers/pants
Salvadoran parents become more aware of dermatological ingredients
Category Data
Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Demand for incontinence products is growing as taboos around their use are lessened
The category shows a high level of concentration, although with a growing offer of lower-priced brands
Retail adult incontinence continues to expand its distribution coverage
Prospects and Opportunities
Salvadorans are increasingly open to using incontinence products
A higher level of democratisation of incontinence products is expected
Adult incontinence increases its offer with a higher level of micro-segmentation
Category Data
Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Multifunctionality, an ally of growth in demand for wipes
Expansion of affordable options expands the category to new consumer groups
Supermarkets, although still the most important channel for wipes sales, are beginning to lose ground
Prospects and Opportunities
Versatility of use and practicality of wipes in line with the new hygiene habits of Salvadorans
Supermarkets strengthen their positioning through expansion of their private label products
Growing range of wipes for more personalised needs
Category Data
Table 28 Retail Sales of Wipes by Category: Value 2019-2024
Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Despite greater price stability, retail demand for tissue continues to commoditise
In terms of toilet paper, consumers adopt a “bigger is better” approach
In times of economic challenges, the traditional channel grows in relevance
Prospects and Opportunities
Toilet paper is a mature category, while paper towels is expanding in popularity due to the adoption of new habits
The dynamism of distribution channels is determined by price rather than by brand loyalty strategies
Successes of tissue product innovations are conditioned by a highly price-sensitive consumer base
Category Data
Table 34 Retail Sales of Tissue by Category: Value 2019-2024
Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Away-from-home tissue benefits from the dynamism of the hospitality and restaurant sectors
Distribution of away-from-home incontinence products remains limited in El Salvador
The industry aims to provide cost-effective solutions while highlighting the importance of hygiene in public spaces
Prospects and Opportunities
The tourism and restaurant sectors continue to show strong momentum in 2025
Retail e-commerce purchases are still not common practice among Salvadoran institutions
Green solutions become more popular driven by the environmental policies of public and private institutions
Category Data
Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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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-
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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
-
- Menstrual Care Including Intimate Wipes
-
-
-
- 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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-
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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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