Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Peru maintained low value growth in 2024 following a general decrease in unit prices. The Peruvian economy made a swift recovery from the recession in 2023, which was exacerbated by political crisis due to the attempted coup d'état of the former President Pedro Castillo and his subsequent imprisonment.
2024 key trends
The most relevant category in terms of volume and value sales continues to be toilet paper, which has the highest penetration nationwide due to its daily use. Volume growth of retail tissue has been positive, with all subcategories standing out, except napkins, which were perceived as too expensive.
Competitive landscape
Kimberly-Clark del Perú SA is positioned as the leading company in tissue and hygiene, thanks to its wide range of products spread across categories such as nappies/diapers, menstrual care, adult incontinence, wipes and retail tissue. Its varied brand portfolio, which includes Huggies, Kotex, Plenitud and Suave, with price points ranging from economy to premium, has allowed it to adapt to the demands of the Peruvian consumers.
Retail developments
Small local grocers in the traditional trade held the largest share of value sales in tissue and hygiene, although there is some disparity between categories. In retail tissue and menstrual care, small local grocers are the primary locations to buy such products, as these retailers are widely accessible across the country and offer affordable prices.
What next for tissue and hygiene?
Tissue and hygiene sales will continue to grow as the Peruvian economy recovers over 2025 and beyond. Consumer purchasing power is expected to rise and this will serve as an incentive for companies to renew investment in product development.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Peru 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 Peru, 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 Peru 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 Peru?
- Which are the leading brands in Tissue and Hygiene in Peru?
- How are products distributed in Tissue and Hygiene in Peru?
- 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 Peru
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 Peru
KEY DATA FINDINGS
B2B sales increase but diminish value growth potential
Category is growing but is still poorly served by companies
Search for value leads to more efficient lines
AFH tissue and hygiene to grow as the population increases
B2B marketing tools will remain key to driving sales
Price and efficiency will be important claims in the short term
Retail Adult Incontinence in Peru
KEY DATA FINDINGS
Rising consumer demand supports sales growth
Plenitud maintains its lead as the gap between Tena and Secos narrows
Discounters gain relevance amid cost-of-living pressures
Night pants will support category growth
E-commerce channel has scope to develop further
Product development will centre on affordability to expand usage
Nappies/Diapers/Pants in Peru
KEY DATA FINDINGS
Performance is affected by spending capacity
Huggies (Kimberly-Clark) maintains its lead over BabySec (Softys)
Pharmacy channels benefits from affordable product selection
Falling birth rates force companies to focus on premium products
E-commerce remains small but channel offers scope to engage with parents
Products will focus on more resistant and absorbent diapers
Menstrual Care in Peru
KEY DATA FINDINGS
Consumers seek better absorption and larger sizes
Productos Sancela del Perú SA (Essity) maintains leadership in menstrual care
Small local grocers gain relevance in menstrual care
Bright outlook for menstrual care
E-commerce sales to remain marginal
Potential to target new consumer segments
Wipes in Peru
KEY DATA FINDINGS
Baby and general-purpose wipes grow at the expense of other categories
Kimberly-Clark del Perú bolsters its leading position
Pharmacies are growing in relevance at national level
Baby wipes will continue to intensify, reducing potential for other categories
Brands will take advantage of impulse buying on e-commerce channels
Innovation in wipes focuses on sustainability
Retail Tissue in Peru
KEY DATA FINDINGS
Downtrading is evident across retail tissue category
Papelera Reyes increases its share in an increasingly competitive market
Small local grocers remains the primary channel for retail tissue
Paper towels and boxed facial tissues offer good growth, while napkins loses ground
Discounters and cash & carry to gain relevance
Product differentiation will be used to avoid heavy price competition
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
-
- 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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- 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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