Tissue and Hygiene in Mexico

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. However, throughout 2024 economic growth began to decelerate,...

Euromonitor International's Tissue and Hygiene in Mexico report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Tissue and Hygiene in Mexico
Euromonitor International
April 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN MEXICO
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN MEXICO
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN MEXICO
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN MEXICO
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN MEXICO
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2019-2024
Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN MEXICO
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2019-2024
Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN MEXICO
KEY DATA FINDINGS
2024 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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