Executive Summary

Mar 2019
PROSPECTS
A big market to capture

Based on INEGI data from the 2010 census and CONAPO projections, in Mexico there are more females in the population than males, with around 65 million women in 2018. Also, based on estimates from the senate that a woman uses around 360 sanitary protection products each year between the ages of 13 years and 50 years, a woman will use around 13,320 sanitary towels or tampons during their fertile life.

Brands with a complete product offer

The big brands in Mexico, like Saba, Kotex and Always, as well as some smaller brands that compete in the sanitary protection category, are diversifying their portfolios, with more towels options with or without wings, regular products, night products, pantyliners and feminine wipes to give women a complete solution to maintain intimate freshness during the whole month, not only during period days. Also, brands offer different product materials from natural cotton to more synthetic covers, as well as scents like camomile, lavender, floral and fresh perfumes.

Intimate habits changing

In recent years, manufacturers have started to talk about intimate health and freshness using other products during the whole month not only during the period, such as intimate washes, wipes, intimate sprays and daily use of pantyliners. During 2018, brands continued talking about intimate health routines to increase demand for intimate products as part of women’s everyday life.

COMPETITIVE LANDSCAPE
Tampons – a category with brand support

In Mexico, tampons is still a small category compared with the other forms of sanitary protection. During 2018, the category continued to see a positive trend, owing to manufacturers’ support with advertising campaigns using brand websites and social media – primarily Facebook and YouTube.

Innovation in the category

2018 saw significant activity in terms of product innovation and image renewals. The brand Saba, which is among the most active in terms of marketing, launched two innovative products: Panties Saba Buenas Noches and Pantyliners 2-in-1.

Intimate cups in Mexico

The use of menstrual cups has become a trend worldwide, but has only recently begun to have an impact in Mexico. In 2017, Diva Cup was introduced in supermarkets, having previously only been available at pharmacies.

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Sanitary Protection in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Mexico market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Mexico?
  • What are the major brands in Mexico?
  • What are the key new product launches in the sanitary protection market?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Mexico - Category analysis

HEADLINES

PROSPECTS

A big market to capture
Brands with a complete product offer
Intimate habits changing

COMPETITIVE LANDSCAPE

Tampons – a category with brand support
Innovation in the category
Intimate cups in Mexico

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Mexico - Industry Overview

EXECUTIVE SUMMARY

An uncertain year for Mexico
Private label an important player in the market
An active year for marketing
Online retailers continue gaining relevance
What to expect in the next years?

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources