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Retailers Leverage Value-Driven Formats to Win Cautious Spenders
Tissue and hygiene in Chile demonstrated robust momentum in 2025, outpacing many global counterparts as both value and volume rise in line with a more favourable economic environment and the rebound in consumer spending, supported by consumer expenditure of CLP191.1 trillion and a total population of 19.8 million. Retail tissue stands out as the largest category, with a value increase of 3% while retail adult incontinence recorded an 8% jump in value and 5% rise in volume, driven by demographic ageing: Chile’s 65-and-over population reaching 2.9 million, contrasting with contraction in nappies, diapers and pants as the 0–4 years cohort fell to 869,001. The environment is attractive for new entrants and established players alike, as innovation in pack formats, the rapid advance of private label, and the success of subscription and e-commerce models reshape purchasing habits and reinforce loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Chile 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 Chile, 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 Chile 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 Chile?
- Which are the leading brands in Tissue and Hygiene in Chile?
- How are products distributed in Tissue and Hygiene in Chile?
- 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 Chile
Retailers Leverage Value-Driven Formats to Win Cautious Spenders
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Retailers Leverage Value-Driven Formats to Win Cautious Spenders
Chart 2 Private Label Gains Ground
Brands Deepen Loyalty with Flexible Hygiene Subscriptions
Chart 3 SoftysPrime Simplifies Hygiene with Convenient Subscription Deliveries
Eco-Friendly Tissue and Hygiene Offerings Align with Gen Z and Millenial Cohort
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Retailers to Drive Premium Private Label Growth as Value-Seeking Shoppers Demand More
Sustainable Materials Adoption to Accelerate as Consumers and Regulation Push for Greener Solutions
Population Ageing Fuels Growth in Adult Incontinence as Family Size Declines
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Softys Strengthens Loyalty through Innovation and Omnichannel Expansion
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets and Hypermarkets Extend Reach with One-Stop Value
E-Commerce and Traditional Trade Reshape Channel Growth Paths
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Chile
Key Data Insights
Manufacturers Drive Production Innovation to Strengthen Price Competitiveness
Chart 19 Key Industry Trends Away-from-Home
Manufacturers Drive Production Innovation to Strengthen Price Competitiveness
Chart 20 FPC Tissue Targets Market Share Expansion with Major Production Upgrade
Fast-Food Outlets and Hotels Lift Demand as Consumers Return, but Price Sensitivity Persists
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Institutions to Embrace Affordable Basics as Digital and Eco Trends Reshape Demand
Smart Dispensers and Sustainability Initiatives Set to Cut Costs and Drive New Purchasing Behaviours
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Hotels and Restaurants Boost Tissue Consumption as Tourism Recovers
Institutional Focus Limits E-Commerce Impact on Tissue Sales
Chart 25 Retail Channels 2020-2025
Chart 26 Economic Context for Away-from-Home
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Away-from-Home
Chart 30 Population 2020-2030
Chart 31 Consumer Expenditure 2020-2030
Chart 32 Population by Generation 2025
Retail Adult Incontinence in Chile
Key Data Insights
E-Commerce Leaders Expand Online Offerings to Meet Rising Demand
Chart 33 Key Industry Trends for Retail Adult Incontinence
E-Commerce Leaders Expand Online Offerings to Meet Rising Demand
Light Adult Incontinence Drives Value Sales with Diverse and Inclusive Design
Chart 34 Modern Solutions for Male Incontinence Support Independence and Confidence
Retailers Leverage E-Commerce Growth, Strengthening Sales with Online Discounts
Chart 35 Value Sales 2020-2030
Chart 36 Volume Sales 2020-2030
Chart 37 Value Sales by Category 2025
Innovation in Design and Education to Accelerate Volume Growth
Light Adult Incontinence Will Remain the Key Category, as Active Lifestyles Reshape Demand
Bulk Formats and Digital Channels to Redefine Consumer Value and Access
Chart 38 Forecast Value Sales 2020-2030
Chart 39 Forecast Value Sales by Category 2025-2030
Brands Drives Awareness and Innovation to Sustain Leadership
Chart 40 Analyst Insight for Retail Adult Incontinence
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Supermarkets and Hypermarkets Sustain Leading Channel Places as E-Commerce Accelerates
Lider, Unimarc, and Jumbo Strengthen Digital Offers for Privacy and Value
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Retail Adult Incontinence
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Retail Adult Incontinence
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Nappies/Diapers/Pants in Chile
Key Data Insights
Birth Decline Reshapes Demand as Parents Seek Value and Convenience
Chart 51 Key Industry Trends for Nappies/Diapers/Pants
Birth Decline Reshapes Demand as Parents Seek Value and Convenience
Chart 52 Demographic Pressures Deepen as Live Births Decline
Brands Drive Innovation as Convenience and Sustainability Define Purchasing Decisions
Chart 53 Merries Nappies Gain Traction
Chart 54 Value Sales 2020-2030
Chart 55 Volume Sales 2020-2030
Chart 56 Value Sales by Category 2025
Rising Imports and E-Commerce Shift Price Competition and Convenience
Premiumisation and Technology Attract Affluent Parents to Higher-Value Products
Sustainability and Digitalisation Reshape Consumer Loyalty and Brand Strategies
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Leading Player, Softys, Accelerates Premium Growth through Local Production and Strategic Acquisitions
Chart 59 Analyst Insight for Nappies/Diapers/Pants
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Supermarkets Defend Lead as E-Commerce Shows Strongest Channel Growth
Omnichannel and Digital Promotions Reshape Shopping Behaviour
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Menstrual Care in Chile
Key Data Insights
Menstrual Care in Chile Rebounds as Economic Conditions Stabilise and Consumer Expenditure Grows
Chart 70 Key Industry Trends for Menstrual Care
Menstrual Care in Chile Rebounds as Economic Conditions Stabilise and Consumer Expenditure Grows
Towels Remains Largest Category as Tampons Become Increasingly Popular with Clean Wellness Trend
Chart 71 Private Label Gains Ground via Affordability
Sustainable Solutions and Clean Wellness Demands Drive Product Design Innovation
Chart 72 Meness Concept Launches Reusable Tampon Applicator
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
Eco-Conscious Consumers to Shift to Reusable Solutions
Digital Campaigns and Premium Positioning Reshape Demand
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Forecast Value Sales by Category 2025-2030
Leading Players Leverage Broad Portfolios to Reinforce Strength
Chart 78 Analyst Insight for Menstrual Care
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Supermarkets Extend Reach and Pricing Power to Sustain Leadership
Online Retailers Leverage Convenience to Accelerate Value Growth
Chart 81 Retail Channels 2020-2025
Chart 82 Economic Context for Menstrual Care
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Menstrual Care
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025
Wipes in Chile
Key Data Insights
Retailer Multi-Pack Offerings Drive Value with Affordability
Chart 89 Key Industry Trends for Wipes
Retailer Multi-Pack Offerings Drive Value with Affordability
Chart 90 Larger Pack Options Drive Efficiency and Value in Wet Wipes
Sustainability Demands See Manufacturers Innovate with Biodegradable Wipes
Chart 91 Aqua Baby Gains Traction in Chile with Sustainable Wet Wipes
Brands Leverage E-Commerce with Subscription Services for Wipes
Chart 92 Value Sales 2020-2030
Cosmetic and Intimate Wipes to Drive Premiumisation as Shoppers Value Specialised Care
Eco-Conscious Buyers to Shift Demand as Biodegradable Options Gain Traction
E-Commerce and Ingredient Innovation Reshape Shopper Expectations and Brand Strategies
Chart 93 Forecast Value Sales 2020-2030
Chart 94 Forecast Value Sales by Category 2025-2030
Softys Secures Leadership as Value and Promotions Shape Results
Chart 95 Analyst Insight for Wipes
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Supermarkets Secure Family Loyalty with Accessible Wipes and Strong Promotions
Retail E-Commerce Accelerates Growth as Online Deals and Bulk Offers Gain Traction
Chart 98 Retail Channels 2020-2025
Chart 99 Economic Context for Wipes
Chart 100 Real Gdp Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for Wipes
Chart 103 Consumer Expenditure 2020-2030
Chart 104 Population by Generation 2025
Retail Tissue in Chile
Key Data Insights
Retailers Leverage Bulk Formats, Private Label, and Multipacks to Meet Affordability Demands
Chart 105 Key Industry Trends for Retail Tissue
Retailers Leverage Bulk Formats, Private Label, and Multipacks to Meet Affordability Demands
Paper Towels and Toilet Paper Outpace Value and Volume Growth
Chart 106 Bigger Rolls Gain Momentum as Shoppers Prioritise Efficiency
Softysprime Drives Loyalty with Flexible Subscription and Exclusive Savings
Chart 107 SoftysPrime Simplifies Hygiene with Convenient Subscription Deliveries
Chart 108 Volume Sales 2020-2030
Chart 109 Value Sales by Category 2025
Toilet Paper to Remain Largest Category in Retail Tissue in Chile
Supermarkets and Hypermarkets to Use Bulk Packs to Attract Cost-Conscious Buyers
Enhanced Private Label Design to Narrow the Gap with Leading Brands
Chart 110 Forecast Value Sales 2020-2030
Chart 111 Forecast Value Sales by Category 2025-2030
Softys Chile Spa Drives Innovation and Brand Trust to Reinforce Dominance
Chart 112 Analyst Insight for Retail Tissue
Chart 113 Company Shares 2025
Chart 114 Brand Shares 2025
Supermarkets Strengthen Private Label to Retain Value-Driven Shoppers
Digital Platforms Fuel Multipack and Bulk Tissue Sales with Logistics Edge
Chart 115 Retail Channels 2020-2025
Chart 116 Economic Context for Retail Tissue
Chart 117 Real Gdp Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Retail Tissue
Chart 120 Population 2020-2030
Chart 121 Consumer Expenditure 2020-2030
Chart 122 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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