Tissue and Hygiene in Panama

Sales of tissue and hygiene achieved positive growth in value terms in 2024 over the previous year. With an easing in inflation levels coupled with a more intense competitive environment, prices dropped. This meant less pressure on household budgets and enabled an increase in spending on tissue and hygiene products. The tissue and hygiene market was also benefited by positive developments in the tourism industry, in which there was an increase in the flow of internal and external tourists, a sit...

Euromonitor International's Tissue and Hygiene in Panama 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 Panama
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN PANAMA
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET DATA
Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
MENSTRUAL CARE
Key Data Findings
2024 Developments
Stagnation of menstrual care sales in 2024 thanks to a decline in the popularity of pantyliners
Essity with its Saba brand retains the lead despite a decline in its value share in 2024
Modern grocery retailers remains the outright leading channel for menstrual care
Prospects and Opportunities
Positive growth of menstrual care thanks to larger consumer base and growing economic prosperity
Low popularity of retail e-commerce for menstrual care sales
Industry players focus on innovation and a variety of claims to attract more middle-income consumers
Category Data
Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS
Growth of nappies/diapers/pants sales despite decreasing birth rate
Kimberly-Clark and Procter & Gamble retain the outright lead in nappies/diapers/pants
Supermarkets remains the largest channel for nappies/diapers/pants, while discounters achieves the strongest increase in popularity
Growth trend overall for nappies/diapers/pants though the declining birth rate diminishes the popularity of new born nappies/diapers
Kimberly-Clark extends its presence thanks to a new regional logistic hub and further investment in new product development
Emerging brands face significant challenges due to the dominance of Huggies and Pampers
Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE
Sales growth of retail adult incontinence stems from reduced stigma and higher consumer awareness
The Tena and Attends brands remain the most popular
Modern grocery retailers remains the most important channel for retail adult incontinence in 2024
Forecast period growth for retail adult incontinence as consumer product adoption rises
The main brands extend their usage and become increasingly available via the retail e-commerce arms of hypermarkets
Industry players focus on improving brand awareness through innovation
Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES
Positive growth trend for wipes as the category benefits from further penetration
Kimberly-Clark maintains its lead while Johnson & Johnson achieves the strongest increase in popularity
Supermarkets remains the most important channel for wipes thanks to wide range of products available and low pricing
Forecast period growth for wipes as foreign brands and private label increase their penetration
Leading brands invest in infrastructure, brand extensions and sustainability
Widening usage of wipes helps mitigate the declining birth rate
Table 28 Retail Sales of Wipes by Category: Value 2019-2024
Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
Growth of retail tissue in 2024 boosted by an easing of inflation and lower prices
Papelera Istmeña SA leads the category and also achieves the strongest increase in popularity
Supermarkets, discounters and small local grocers are the main distribution channels for retail tissue in 2024
Continued growth of retail tissue over the forecast period, driven in the main by toilet paper
Increased differentiation opportunities for private label in retail tissue
Paper towels benefits from more regular usage driven by convenience trend and growing environmental friendliness
Table 34 Retail Sales of Tissue by Category: Value 2019-2024
Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
Growth of away-from-home tissue and hygiene thanks to the popularity of AFH paper towels and AFH toilet paper
Growing popularity of AFH adult incontinence due to ageing population and the presence of these products in the Panamanian healthcare system
Kimberly-Clark Professional remains strong thanks to its extensive range and attractive prices
Forecast period growth of away-from-home tissue and hygiene thanks in the main to horeca and tourism
Greater focus on product price as institutions limit their spending and increase their efficiencies
Stabilisation in international raw material prices and economic growth are strong forecast period growth drivers
Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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