Tissue and hygiene in 2024: The big picture
In 2024, the tissue and hygiene market in Honduras experienced steady growth in both value and volume sales mainly thanks to a more stable economic context influenced by lower inflationary pressures. According to data from the Central Bank of Honduras (BCH), the consumer price index (CPI) closed at 3.
2024 key trends
The main category in the tissue and hygiene market is toilet paper, the sales of which continued to increase in 2024. This is despite the fact that the category already has high levels of penetration and continues to be characterised by commoditisation among Hondurans, ie the lowest possible price remains the main factor in purchasing decisions in a country where it is estimated that 75% of the population lives below the national poverty line.
Competitive landscape
The leading company in tissue and hygiene products in the Honduran market is Kimberly-Clark Corp, a leader in tissue retail sales with its Scott brand of toilet paper and paper towels, and also a leader in hygiene products with its Huggies brand of junior nappies/diapers. This company faces increasing pressure from lower-priced brands in an environment in which Hondurans are showing increasing sensitivity to price when making their decisions to purchase.
Retail developments
The leading distribution channel for tissue and hygiene products in Honduras is small local grocers, though supermarkets follows closely behind. Small local grocers is a highly relevant channel for the local economy as it constitutes a source of income in a limited formal labour market.
What next for tissue and hygiene?
Tissue and hygiene projects is set to register moderate growth in retail value sales over the forecast period. This is because its most representative categories face challenging scenarios.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Honduras 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 Honduras, 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 Honduras 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 Honduras?
- Which are the leading brands in Tissue and Hygiene in Honduras?
- How are products distributed in Tissue and Hygiene in Honduras?
- 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 Honduras
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Key Data Findings
Higher cost of living affects purchasing patterns in menstrual care
Ongoing high level of concentration in menstrual care
In recent years, different purchasing capacities have accentuated consumer preferences for certain retailers
Income inequality conditions hinder the performance of menstrual care
The development of digital platforms in terms of sales of menstrual care products remains pending
Innovations in menstrual care seek to connect with the lifestyles of young generations
Category Data
Key Data Findings
Changes in demographic composition and economic environment pose a challenging scenario for baby diapers
Economic context leads Honduran parents to consider purchases of emerging brands
High penetration of traditional channels given the limited labour market
Challenging environment for growth of junior nappies/diapers
The evolution of digital media in the short term aims to educate and inform parents rather than capitalise on sales of junior diapers
Innovations aim to connect around holistic care of children among more conscious parents
Category Data
Key Data Findings
Despite a context of economic pressures, the category of adult incontinence continues to expand
Category grows in competitiveness with increasing offer of emerging brands
Adult incontinence distribution still targets higher-income demographics
Greater openness to the use of incontinence products in adults favours the evolution of the category
Digital channels make sales of retail adult incontinence products more discreet and help to destigmatise their use
The use of incontinence products in adults is moving away from the paradigm of being exclusive to older adults
Category Data
Key Data Findings
Wipes expands by relying on multifunctionality characteristics
Category characterised by increased competitiveness with lower priced brands reaching young demographics
Impact of the economic context on the purchasing power of Hondurans boosts small local grocers
Growing affordability and adoption of new habits encourage product development
A lack of concrete incentives to make savings limit the development of retail e-commerce
Innovations aim for a higher level of micro-segmentation
Category Data
Key Data Findings
Less price volatility and more stability seen in retail tissue in 2024
A wider mix of options aimed at different purchasing capacities is a success strategy
Small local grocers still have high social significance in Honduras in the distribution of basic necessities though supermarkets retains outright lead
The commoditised positioning of toilet paper among local consumers is increasingly accentuated
Traditional channel remains highly relevant in a country where consumers have limited purchasing power
The success of innovations depends on their ability to offer savings
Category Data
Key Data Findings
Favourable economic context for the growth in sales of away-from-home tissue
Away-from-home adult incontinence shows slow development
Innovation aims at solutions with a higher level of customisation
Industry boosted by growth in tourism, new openings in horeca and a greater focus on hygiene in institutions
Digitalisation in customer service processes for away-from-home products in Honduras has still to evolve
Innovations are presented as allies in company drives towards optimisation
Category Data
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
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- 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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