Tissue and hygiene in 2024: The big picture
Tissue and hygiene saw growth in Mexico in 2024, with increases for both the retail and AFH channels, following the inertia the Mexican economy showed since 2023. In macroeconomic terms the country experienced a year of growth, driven by the arrival of foreign investments, the consolidation of the middle-class, a historically low unemployment rate, increased purchasing power, accompanied by a strong Mexican peso against the US dollar.
2024 key trends
Although nappies/diapers/pants continued to be the largest category within retail tissue and hygiene in Mexico in value terms in 2024, it showed a marginal contraction due to demographic trends in the country. While Mexico remains a young country, the fertility rate has declined to an average of 1.
Competitive landscape
The tissue and hygiene industry in Mexico is highly competitive, with the strong presence of established players such as Kimberly-Clark de México SAB de CV, Essity AB, and Softys Mexico SA de CV, and a minor – but increasing – participation of private label. In this context, Kimberly-Clark de México retained its leading position in value terms in 2024, through relentless innovation, robust production capability, competitive pricing, and compelling promotions.
Retail developments
Hypermarkets was the leading distribution channel within retail tissue and hygiene in 2024, accounting for almost a quarter of value sales, and was closely followed by discounters and supermarkets, together accounting for more than 6% of value sales. Many consumers purchase tissue and hygiene products along with their weekly shopping.
What next for tissue and hygiene?
Tissue and hygiene in Mexico is set to continue to see retail current value growth throughout the forecast period, with increases for both retail and AFH tissue and hygiene, with one of the major factors impacting sales being the rising population. It is expected that facial cleansing wipes will see the strongest growth rate, following the trend seen regarding rising consumer demand for skin care products in Mexico.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Tissue and Hygiene in Mexico?
- How are products distributed in Tissue and Hygiene in Mexico?
- 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 Mexico
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 Mexico
KEY DATA FINDINGS
AFH toilet paper continues to lead due to its ubiquity
Ageing population drives growth for AFH adult incontinence
Fulfilling demand and maintaining competitive pricing remain most important factors
Opportunities and challenges across categories in AFH tissue and hygiene
A move could be seen towards e-commerce
Innovation may be pursued, but price likely to remain most important
Retail Adult Incontinence in Mexico
KEY DATA FINDINGS
Demographic changes drive growth, especially for moderate/heavy products
Players will have to innovate to maintain their competitive edge
Growth remains high for retail e-commerce as this channel offers discretion
Expansion of the consumer base set to drive growth
Seamless digital shopping experiences will drive growth for e-commerce
Lessening the stigma of incontinence products
Nappies/Diapers/Pants in Mexico
KEY DATA FINDINGS
The falling birth rate drives decline for nappies/diapers/pants
Private label gains share, but the two leaders continue to dominate
Although e-commerce rises from a low base, grocery retailers continue to dominate
Continued decline anticipated, driven by the falling birth rate
Discounts available online likely to drive growth for retail e-commerce
More players likely to offer comfort and sustainability to drive growth
Menstrual Care in Mexico
KEY DATA FINDINGS
Gradual move from standard towels to other menstrual care products
Saba continues to dominate, but Tampax excels
Grocery retailers continue to dominate due to convenience and promotions
The move towards more discreet and comfortable products set to continue
Opportunities for growth for retail e-commerce
The need to provide eco-friendly solutions
Wipes in Mexico
KEY DATA FINDINGS
Baby wipes continues to dominate, but other types of wipes see stronger growth
Fragmentation, as different companies lead individual categories
Retail e-commerce continues to rise from a low base
Innovation and changing habits likely to contribute to growth
Slow share growth anticipated for retail e-commerce
Innovations likely to follow the sustainability and skinification trends
Retail Tissue in Mexico
KEY DATA FINDINGS
Toilet paper and paper towels drive growth as premiumisation is seen
Kimberly-Clark dominates, but stronger rises seen from smaller players
Grocery retailers continue to dominate
Paper towels will continue to drive growth due to innovation and premiumisation
Opportunities in expanding online sales strategies
Innovation in products, packaging and distribution expected
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)
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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