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.
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.
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.
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.
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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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:
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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 definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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