Competitive Landscape
Essity and Kimberly-Clark Defend Share as Private Label Accelerates
Menstrual care in Mexico remains highly concentrated, with the top two manufacturers—Essity AB and Kimberly-Clark de México—collectively accounting for an 80% retail value share in 2025. Essity AB leads with a share of 53%, followed by Kimberly-Clark de México at 27%, while Procter & Gamble de México follows in third place with a share of 14%.
Private Label Grabs Share, Putting the Squeeze on Brands
A significant shift in 2025 saw the rise of private label, particularly Bodega Aurrerá’s range of towels, which have gained momentum after Profeco’s comparative tests endorsed their high absorption and low moisture return at ultra-low prices. This public validation has increased competitive pressure on branded players, especially in the value segment.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care 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.
If you're in the Menstrual Care industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Menstrual Care in Mexico 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 Menstrual Care in Mexico?
- Which are the leading brands in Menstrual Care in Mexico?
- How are products distributed in Menstrual Care in Mexico?
- 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 Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Mexico - Category analysis
Key Data Insights
Consumers Look to Balance Quality with Value
Consumers Look to Balance Quality with Value
Oxxo’S Self-Checkout and Rapid E-Commerce Growth Change Shopping Missions
Private Label Upgrades and Zero-Tax Policy Set to Increase Access
Sustainable Upgrades and Product Innovation Set to Drive Growth in Tampons
Brand Investments in Eco-Friendly Formats Expected to Pay off
Essity and Kimberly-Clark Defend Share as Private Label Accelerates
Private Label Grabs Share, Putting the Squeeze on Brands
Discounters Capture Value-Driven Shoppers as Hypermarkets Anchor Routine Sales
Mercado Libre and Amazon Boost Digital Sales with Subscriptions and Fast Fulfilment
Oxxo Pilots Digital Kiosks as Mercado Libre Launches Curated Bundles
Tissue and Hygiene in Mexico - Industry Overview
Retailers Aim to Balance Price with Comfort and Quality
Key Data Insights
Retailers Aim to Balance Price with Comfort and Quality
Private Label and Bulk Formats Secure the Lead in Household Spending
Retailers Boost Rapid Access and Convenience with Omnichannel Expansion
Discounters and E-Commerce Accelerate Value-Led Shopping Behaviour
Retail Tissue Will Maintain Dominance as Value and Quality Converge
Wipes and Retail Adult Incontinence Set to Outpace the Market as Innovation and Demographics Align
Kimberly-Clark Defends Leadership as Private Label Gains Ground
Kimberly-Clark Expands Portfolio with Major Acquisition in 2025
Hypermarkets and Supermarkets Remain Key to Sales
Tiendas 3B and Bodega Aurrera Transform Shopping Patterns with Value Focus
Online Sales Rise, but Offline Stores Keep Their Edge on Essentials
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- 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
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Menstrual Care research and analysis database.
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