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Softys Drives Innovation as Premiumisation Reshapes Demand
Tissue and hygiene in Paraguay delivered robust value growth in 2025, well above the rates seen in recent years, propelled by accelerating economic expansion, controlled inflation, and improved consumer purchasing power. This performance stands out in the region, as the sector rebounded from a prior contraction linked to cross-border smuggling, with renewed household demand and a shift toward higher-quality products. While price sensitivity remains a defining characteristic, especially in toilet paper, where Brazilian low-cost imports continue to erode average unit prices, the landscape is becoming more dynamic, with rising disposable incomes driving interest in innovation, wellness, and tailored functionality. For brands seeking long-term success, strategies that combine affordability with targeted innovation, leverage modernising retail formats, and respond to evolving consumer health and wellness priorities are essential to capture incremental value and defend share in a highly competitive and fragmented environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Paraguay 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 Paraguay, 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 Paraguay 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 Paraguay?
- Which are the leading brands in Tissue and Hygiene in Paraguay?
- How are products distributed in Tissue and Hygiene in Paraguay?
- 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 Paraguay
Softys Drives Innovation as Premiumisation Reshapes Demand
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Softys Drives Innovation as Premiumisation Reshapes Demand
Chart 2 Softys Introduces its Confort Secure Technology
Clean-Wellness Drives Innovation as Brands Merge Safety with Affordability
Chart 3 Local Brand Doddy Offers Clean Wellness Features in New Wipes
Diversity and Inclusivity Drive Personalised Product Development
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Brazilian Brands Drive Down Prices as Income Growth Shapes Purchasing
Modern Retail and New Entrants Reshape Access and Product Choice
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Local Players and Brazilian Imports Intensify Competition and Reshape Shares
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Small Local Grocers Sustain Leadership as Price Gap Narrows
Biggie Expands Convenience Retail as Modernisation Accelerates
Retail E-Commerce Remains Negligible as Offline Channels Dominate
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Paraguay
Key Data Insights
Gmb Import Sa Drives Affordability Shift with Inter-Leaf Paper Towel
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Gmb Import Sa Drives Affordability Shift with Inter-Leaf Paper Towel
Chart 20 Gmb Import Sa Announced the Distribution of a New Inter-Leaf Paper Towel of Diletta
Low-Priced Toilet Paper Dominates as Small Businesses Bypass Formal Retail
Elderly Needs Drive Sustained Growth for Adult Diapers in Healthcare
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Horeca Operators Embrace Cleaning Upgrades to Meet Rising Visitor Expectations
Brazilian Brands Capture Price-Conscious Buyers as Online Sales Accelerate
Institutions Prioritise Stock Reliability as Hygiene Habits Persist Post-Pandemic
Chart 23 Analyst Insight for Away-From-Home Tissue and Hygiene
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Horeca Gains Momentum as Tourism Boosts Demand for Tissue
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real GDP Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Paraguay
Key Data Insights
Kimberly Clark Leverages Innovation and Premiumisation to Drive Consumer Loyalty
Chart 34 Key Industry Trends for Retail Adult Incontinence
Kimberly Clark Leverages Innovation and Premiumisation to Drive Consumer Loyalty
Chart 35 Kimberly Clark Launched an Improved Version of Its Pants Plenitud
Clean-Wellness Priorities Drive Skin Care Innovation
Kimberly-Clark Leads Phased Rebranding with Plenitud Packaging Redesign
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Brands Intensify Education to Unlock Growth among Women
Light Adult Incontinence Accelerates as Awareness Campaigns Gain Traction
Chart 39 Analyst Insight for Retail Adult Incontinence
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Oa Import Sa Extends Lead as Comodin Gains in Moderate-Heavy
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Independent Pharmacies Capture Loyalty as Smuggling Declines
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real GDP Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Paraguay
Key Data Insights
Pampers Extends Diaper Use with Larger Sizes to Offset Declining Birth Rate
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Pampers Extends Diaper Use with Larger Sizes to Offset Declining Birth Rate
Capricho and Huggies Drive Innovation to Capture Both Value and Premium Demand
Chart 53 OA Import Launches Premium and Affordable Diapers
Premiumisation Shapes Consumer Choices Amid Income Gains and Demographic Shifts
Chart 54 Kimberly Clark Launches Huggies Protect Plus Diapers
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Biggie Accelerates Retail Channel Expansion to Reach Urban Families
Pampers and Huggies Boost Disposable Pants Growth through Innovation and Accessibility
Chart 58 Analyst Insight for Nappies/Diapers/Pants
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Huggies Leverages Distribution and Pricing as Rivals Narrow the Gap
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Biggie’S Rapid Expansion Drives Convenience Stores’ Sales Surge
Chart 63 Retail Channels 2020-2025
Chart 64 Economic Context for Nappies/Diapers/Pants
Chart 65 Real GDP Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Nappies/Diapers/Pants
Chart 68 Population 2020-2030
Chart 69 Consumer Expenditure 2020-2030
Chart 70 Population by Generation 2025
Menstrual Care in Paraguay
Key Data Insights
Softys Drive Innovation as Demand for Premiumisation Rises
Chart 71 Key Industry Trends for Menstrual Care
Softys Drive Innovation as Demand for Premiumisation Rises
Chart 72 Softys Introduces Towels with Confort Secure Technology
Kimberly Clark Boosts Value with Targeted Product Launches
Chart 73 Kimberly Clark Launched a New Towel to Increase Comfort during the Night
Brand Innovation in Skin Care and Comfort Reshapes Purchasing Decisions
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Softys Entry and Modern Retailers to Accelerate Volume Gains
Towels Anticipated for Continued Dominance as Premiumisation Deepens
Chart 77 Analyst Insight for Menstrual Care
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Extends Lead as Softys Challenges Global Rivals
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Small Local Grocers Sustain Dominance as Modern Retail Expands Reach
Biggie Chain Drives Rapid Growth in Convenience Stores While E-Commerce Remains Limited
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Menstrual Care
Chart 84 Real GDP Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Menstrual Care
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Wipes in Paraguay
Key Data Insights
Premium Innovation Offsets Volume Decline
Chart 90 Key Industry Trends for Wipes
Premium Innovation Offsets Volume Decline
Chart 91 Huggies Launched a New Premium Baby Wipe
Baby Wipes Drive Sales as Brands Pivot to Skin Care Benefits
Brand Strategies Align with Affordability to Capture Evolving Demand
Chart 92 Value Sales 2020-2030
Chart 93 Value Sales by Category 2025
Convenience Store Expansion Offsets Declining Birth-Driven Demand
Brand Focus on Innovation and Pricing Responds to Competitive Pressure
Chart 94 Analyst Insight for Wipes
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Doddy Challenges Huggies as Value Pricing Shifts Loyalties
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Health and Beauty Specialists and Supermarkets Capture Urban Demand for Wipes
Chart 99 Retail Channels 2020-2025
Chart 100 Economic Context for Wipes
Chart 101 Real GDP Growth 2020-2030
Chart 102 Inflation 2020-2030
Chart 103 Consumer Context for Wipes
Chart 104 Population 2020-2030
Chart 105 Consumer Expenditure 2020-2030
Chart 106 Population by Generation 2025
Retail Tissue in Paraguay
Key Data Insights
Grupo Yaguarete Boosts Sales by Targeting Low-Income Consumers with Value Tissue Launches
Chart 107 Key Industry Trends for Retail Tissue
Grupo Yaguarete Boosts Sales by Targeting Low-Income Consumers with Value Tissue Launches
Chart 108 Grupo Yaguarete Launches Affordable Brand of Tissue
Toilet Paper Drives Growth as Paper Towels Gain Traction through Versatility
Chart 109 Grupo Yagauarete Launches New Paper Towels and Napkins
Chart 110 Value Sales 2020-2030
Chart 111 Volume Sales 2020-2030
Chart 112 Value Sales by Category 2025
Brazilian Brands Lower Prices as Paper Towels Expand Uses
Supermarkets and Hypermarkets Widen Gap as Modern Retail Advances
Limited Innovation Narrows to Affordability and Premium Paper Towels
Chart 113 Analyst Insight for Retail Tissue
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Ramírez Díaz De Espada and Carton Box Intensify Rivalry as New Entrants Reshape Shares
Chart 116 Company Shares 2025
Chart 117 Brand Shares 2025
Small Local Grocers Retain Lead as Supermarkets Close the Gap
Chart 118 Retail Channels 2020-2025
Chart 119 Economic Context for Retail Tissue
Chart 120 Real GDP Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Retail Tissue
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 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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