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Premiumisation Remains a Key Trend as Consumers Prioritise Comfort
Despite a recovery in tissue and hygiene demand in Argentina during 2025, value growth was largely propelled by inflation, while real improvements in consumption were concentrated among higher-income groups, underscoring continued economic pressure on lower-income households. The combination of persistent inflation at 40% and only marginal gains in essential goods highlights that growth in retail value, which reached ARS4 trillion in 2025, is masking ongoing challenges in real purchasing power. The environment remains attractive for players able to balance cost-effectiveness with meaningful innovation, as consumers display willingness to pay for premium features that deliver genuine benefits—particularly in terms of skin care, comfort, and convenience—while simultaneously demanding affordability and value, as evidenced by the continued strength of private label in leading retail channels. To succeed, brands must prioritise launches that directly address evolving wellness, skin sensitivity, and performance needs, while also leveraging channel strategies that maximise exposure in both hypermarkets and e-commerce, given shifting shopper preferences and the steady rise of digital platforms. Sustained product development in high-value areas, such as menstrual care and adult incontinence, is essential to defend share and capture incremental growth in a landscape shaped by demographic change and shifting retail dynamics.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Argentina 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Argentina 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 Tissue and Hygiene in Argentina?
- Which are the leading brands in Tissue and Hygiene in Argentina?
- How are products distributed in Tissue and Hygiene in Argentina?
- 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Argentina
Premiumisation Remains a Key Trend as Consumers Prioritise Comfort
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Premiumisation Remains a Key Trend as Consumers Prioritise Comfort
Clean Wellness and Segmentation Drive Category Growth
Chart 2 Huggies Launches Premium Diapers For Sensitive Skin
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Declining Birth Rates Are Expected to Have Negative Effect on Nappies/Diapers/Pants
Chart 5 Analyst Insight for Tissue and Hygiene
Hypermarkets Expected to Win Back Consumers with Promotions and Engaging Shopping Experiences
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Softys and Kimberly-Clark Strengthen Lead as Innovation Offsets Private Label Losses
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Hypermarkets Expand Reach as Price Controls End and Shoppers Seek Variety
E-Commerce Gains Momentum as Older Shoppers Adapt and Platforms Improve
Chart 10 Retail Channels 2020-2025
Chart 11 Economic Context for Tissue and Hygiene
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Tissue and Hygiene
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Argentina
Key Data Insights
Purchase Managers Prioritise Lower Prices, Driving Down Average Values
Chart 18 Key Industry Trends for Away-From-Home Tissue and Hygiene
Purchase Managers Prioritise Lower Prices, Driving Down Average Values
Away-From-Home Tissue Holds the Largest Share but Faces Weak Demand
Local Player Expands Autocut Dispenser Imports, Reshaping Buyer Expectations
Chart 19 Value Sales 2020-2030
Chart 20 Value Sales by Category 2025
Domestic Tourism and Restaurant Activity Set to Lift Tissue Sales Growth
Government Spending Cuts Expected to Reduce Institutional Tissue Consumption
Push for Eco-Friendly Paper Set to Face Cost Headwinds
Chart 21 Forecast Value Sales 2020-2030
Chart 22 Forecast Value Sales by Category 2025-2030
Low-Price Converters Capture Share as Businesses Downtrade
Horeca Faces Decline as Business Channel Holds Steady
Direct-To-Business E-Commerce Emerges as a Growth Driver
Chart 23 Retail Channels 2020-2025
Chart 24 Economic Context for Away-From-Home Tissue and Hygiene
Chart 25 Real Gdp Growth 2020-2030
Chart 26 Inflation 2020-2030
Chart 27 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 28 Population 2020-2030
Chart 29 Consumer Expenditure 2020-2030
Chart 30 Population by Generation 2025
Retail Adult Incontinence in Argentina
Key Data Insights
Argentina’S Disposable Income Revival and Ageing Population Boost Sales in Retail Adult Incontinence
Chart 31 Key Industry Trends for Retail Adult Incontinence
Argentina’S Disposable Income Revival and Ageing Population Boost Sales in Retail Adult Incontinence
Leading Brands Focus on Inclusivity and Product Innovation
Chart 32 Key Brands Take Inclusive Approach to Product Development
Chart 33 Plenitud Rebranded
Chart 34 Value Sales 2020-2030
Chart 35 Volume Sales 2020-2030
Chart 36 Value Sales by Category 2025
Ageing Population Set to Support Growing Demand for Moderate and Heavy Products
Rising Consumer Awareness Expected to Accelerate Light Product Innovation and Adoption
Chart 37 Analyst Insight for Retail Adult Incontinence
Chart 38 Forecast Value Sales 2020-2030
Chart 39 Forecast Value Sales by Category 2025-2030
Comodín Capitalises on Local Demand for Affordable Incontinence Care
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Hypermarkets Lose Ground as Pañaleras and Pharmacies Recover Share
E-Commerce Steadily Gains Traction as Convenience Drives Uptake
Chart 42 Retail Channels 2020-2025
Chart 43 Economic Context for Retail Adult Incontinence
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Retail Adult Incontinence
Chart 47 Population 2020-2030
Chart 48 Consumer Expenditure 2020-2030
Chart 49 Population by Generation 2025
Nappies/Diapers/Pants in Argentina
Key Data Insights
Legacy Brands Turn to Innovative Strategies to Offset Lower Birth Rates
Chart 50 Key Industry Trends for Nappies/Diapers/Pants
Legacy Brands Turn to Innovative Strategies to Offset Lower Birth Rates
Huggies and Pampers Focus on Premium Products with Advanced Skin Protection
Chart 51 Huggies Launches Improved Protect Plus Diapers
Chart 52 Pampers Launches New Diaper Sizes
Disposable Pants Outpace Nappies/Diapers as Import Restrictions Ease
Chart 53 Value Sales 2020-2030
Chart 54 Volume Sales 2020-2030
Chart 55 Value Sales by Category 2025
Disposable Pants Set to Leverage Low Penetration to Achieve Steady Gains
Major Brands Expected to Push Premiumisation and Extended Use to Support Sales
Chart 56 Analyst Insight for Nappies/Diapers/Pants
Pañaleras and E-Commerce Set to Improve Consumer Experience and Add Value
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Three Brands Dominate the Market, Leaving Little Room for New Entrants
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Hypermarkets Defend Leadership as Price Dynamics Shift In-Store
Pañaleras and Health and Beauty Specialists Capture Shoppers with Expertise
Chart 61 Retail Channels 2020-2025
Chart 62 Economic Context for Nappies/Diapers/Pants
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Consumer Context for Nappies/Diapers/Pants
Chart 66 Population 2020-2030
Chart 67 Consumer Expenditure 2020-2030
Chart 68 Population by Generation 2025
Menstrual Care in Argentina
Key Data Insights
Innovation and Premiumisation Support a Rebound in Sales
Chart 69 Key Industry Trends for Menstrual Care
Innovation and Premiumisation Support a Rebound in Sales
Chart 70 Softys Launches Innovative Breathable Pantyliner
Leading Brands Focus on Market Segmentation to Drive Sales
Chart 71 Kotex Sport Incorporates FlexFit Technology
Chart 72 Value Sales 2020-2030
Chart 73 Volume Sales 2020-2030
Chart 74 Value Sales by Category 2025
Carrefour and Jumbo Set to Drive Private Label Expansion
Chart 75 Analyst Insight for Menstrual Care
Social Media Expected to Accelerate Retail E-Commerce in Argentina
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Forecast Value Sales by Category 2025-2030
Softys and Ladysoft Outpace Rivals as Value Shapes Purchasing
Newsan's Acquisition of Always Signals Brand Ownership Shifts
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Hypermarkets Lose Ground in the Short Term, as Small Local Grocers Gain Share
Retail E-Commerce Grows with Social Media Influence but Remains a Secondary Channel
Chart 80 Retail Channels 2020-2025
Chart 81 Economic Context for Menstrual Care
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Menstrual Care
Chart 85 Population 2020-2030
Chart 86 Consumer Expenditure 2020-2030
Chart 87 Population by Generation 2025
Wipes in Argentina
Key Data Insights
Brands Focus on Affordability as Consumers Struggle with Limited Spending Power
Chart 88 Key Industry Trends for Wipes
Brands Focus on Affordability as Consumers Struggle with Limited Spending Power
Parents Resonate with Clean Wellness and Boost Premium Product Sales
Chart 89 Parents Are Receptive to Skin Care-Led Products
Chart 90 Value Sales 2020-2030
Chart 91 Value Sales by Category 2025
Declining Birth Rates Set to Have Dampening Effect on Sales of Personal Wipes
Affordability Pressures Will Shape Brand Innovation Strategies
Chart 92 Forecast Value Sales 2020-2030
Chart 93 Forecast Value Sales by Category 2025-2030
Huggies and Johnson’S Baby Maintain Lead as Private Label Slips
Chart 94 Analyst Insight for Wipes
Chart 95 Company Shares 2025
Chart 96 Brand Shares 2025
Hypermarkets Lose Ground as Price Gaps Narrow after Policy Shift
E-Commerce Builds as Older Shoppers Adapt and Digital Platforms Improve
Chart 97 Retail Channels 2020-2025
Chart 98 Economic Context for Wipes
Chart 99 Real Gdp Growth 2020-2030
Chart 100 Inflation 2020-2030
Chart 101 Consumer Context for Wipes
Chart 102 Population 2020-2030
Chart 103 Consumer Expenditure 2020-2030
Chart 104 Population by Generation 2025
Retail Tissue in Argentina
Key Data Insights
Limited Disposable Income Dampens Retail Tissue Growth
Chart 105 Key Industry Trends for Retail Tissue
Limited Disposable Income Dampens Retail Tissue Growth
Chart 106 Suavipack Facilitates Prisoner Reintegration
Toilet Paper Leads Sales as Napkins Lose Share to Paper Towels
Chart 107 Value Sales 2020-2030
Chart 108 Volume Sales 2020-2030
Chart 109 Value Sales by Category 2025
Consumers Continue to Prioritise Versatility and Affordability
Brands Expected to Adapt Innovation to Performance and Price Expectations
Chart 110 Forecast Value Sales 2020-2030
Chart 111 Forecast Value Sales by Category 2025-2030
Softys Argentina Defends Leadership as Private Label Momentum Stalls
Chart 112 Company Shares 2025
Chart 113 Brand Shares 2025
Hypermarkets Expand Delivery Services to Retain Bulk Tissue Buyers
E-Commerce Leverages Convenience to Outpace Offline Channel Growth
Chart 114 Retail Channels 2020-2025
Chart 115 Economic Context for Retail Tissue
Chart 116 Real Gdp Growth 2020-2030
Chart 117 Inflation 2020-2030
Chart 118 Consumer Context for Retail Tissue
Chart 119 Population 2020-2030
Chart 120 Consumer Expenditure 2020-2030
Chart 121 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Argentina
Key Data Insights
Government Supply Ensures Essential Access Despite Budget Cuts
Chart 122 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Government Supply Ensures Essential Access Despite Budget Cuts
Public Sector Maintains Basic Product Offering as Population Ages
Pensioners’ Complaints Prompt Scrutiny of Basic Product Quality
Chart 123 Value Sales 2020-2030
Chart 124 Volume Sales 2020-2030
Pami Prioritises Basic Access as Elderly Population Set to Increase
Chart 125 Forecast Value Sales 2020-2030
Liberty and Nochissimo Secure Lead as Rivals Exit Distribution
Pami Transitions to Home Delivery, Replacing Pharmacy Pick-Up
Chart 126 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 130 Population 2020-2030
Chart 131 Consumer Expenditure 2020-2030
Chart 132 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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 definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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