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Premiumisation Drives Value Growth as Inflation Moderates
Tissue and hygiene in Guatemala in 2025 demonstrated stable expansion, underpinned by the country’s steady economic growth, rising consumer expenditure, and population increase. The environment is increasingly attractive for both established and new entrants, as the balance of moderate inflation at 2%, expanding middle-class, and gradual shift in consumer preferences support ongoing volume and value gains, even as growth rates soften from previous highs. Key drivers include pronounced innovation in retail tissue and menstrual care, the rise of performance-focused premium launches and the emergence of niche offerings, all of which highlight opportunities for differentiation in a market where price sensitivity remains high. Brands seeking success should prioritise innovation that enhances comfort and efficiency, leverage bundling and bulk strategies, and optimise distribution through both traditional and modern channels, while responding to the growing, though still secondary, interest in eco-friendly alternatives. The landscape is becoming more competitive as private label and regional manufacturers gain share, and channel diversification accelerates with warehouse clubs and e-commerce, requiring continuous adaptation to shifting shopper behaviours and the evolving competitive set.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Guatemala 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 Guatemala, 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 Guatemala 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 Guatemala?
- Which are the leading brands in Tissue and Hygiene in Guatemala?
- How are products distributed in Tissue and Hygiene in Guatemala?
- 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 Guatemala
Premiumisation Drives Value Growth as Inflation Moderates
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Premiumisation Drives Value Growth as Inflation Moderates
Chart 2 Kimberly-Clark Premikum Tissue
Menstrual Care Innovation Captures Growing Demand for Sustainable Products
Specialisation and Product Diversification Sets Brands Apart
Chart 3 Paper Towels for Pets
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Retail Tissue Leaders to Maintain Innovation Leadership as Private Label Expands
Skin Care Benefits to Be a Top Priority for Hygiene Products
Improved Product Innovation Will Continue to Strengthen Consumer Loyalty
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Expands Retail Presence to Defend Lead as Private Label Gains Traction
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Small Local Grocers Maintain Leadership as Consumers Shift to Modern Retail
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 Guatemala
Key Data Insights
Purchase Managers Prioritise Affordability, Boosting Demand for Low-Price Tissue Products
Purchase Managers Prioritise Affordability, Boosting Demand for Low-Price Tissue Products
Paper Towels and Toilet Paper Capture Spending as Tourism and Cost Focus Shape Outcomes
Elderly Population Growth Drives Steady Gains in Adult Diapers Sales to Health Institutions
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Horeca Spending and Tourism Growth to Drive Demand for Essential Tissue Products
Institutional Buyers Will Continue to Favour Cost-Saving Formats as Eco Trends Face Headwinds
Sustained Cleaning Routines and Demographic Change Support Hygiene Volumes
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Horeca Attracts Tourists, Driving Demand in Hospitality
Chart 22 Retail Channels 2020-2025
Chart 23 Economic Context for Away-From-Home Tissue and Hygiene
Chart 24 Real GDP Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 27 Population 2020-2030
Chart 28 Consumer Expenditure 2020-2030
Chart 29 Population by Generation 2025
Retail Adult Incontinence in Guatemala
Key Data Insights
Focus on Diverse, Tailored Product Solutions Fuels Growth
Chart 30 Key Industry Trends for Retail Adult Incontinence
Focus on Diverse, Tailored Product Solutions Fuels Growth
Kimberly-Clark Rebrands Plenitud Aimed at Reducing Stigma around Adult Incontinence
Chart 31 Kimberly-Clark Plenitud
Consumer Focus on Skin Care and Absorption Drives Product Launches
Chart 32 Value Sales 2020-2030
Chart 33 Volume Sales 2020-2030
Chart 34 Value Sales by Category 2025
Older Adults Embrace Bulk Purchases as Ageing Drives Demand
Sons and Daughters Prioritise Value When Purchasing for Relatives
Brand Innovation in Skin Care Shifts Buyer Expectations for Wellness
Chart 35 Forecast Value Sales 2020-2030
Chart 36 Forecast Value Sales by Category 2025-2030
Tena Drives Share Gains as Innovation and Female Focus Set Pace
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Modern Grocery Retailers Dominance with New Formats
Chart 39 Retail Channels 2020-2025
Chart 40 Economic Context for Retail Adult Incontinence
Chart 41 Real GDP Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Consumer Context for Retail Adult Incontinence
Chart 44 Population 2020-2030
Chart 45 Consumer Expenditure 2020-2030
Chart 46 Population by Generation 2025
Nappies/Diapers/Pants in Guatemala
Key Data Insights
One-Kid Households Spur Premium-Led Purchasing Decisions
Chart 47 Key Industry Trends for Nappies/Diapers/Pants
One-Kid Households Spur Premium-Led Purchasing Decisions
Nappies/Diapers Maintain Dominance as Disposable Pants Gain Traction
Huggies Eco-Protect Launch Responds to Rising Wellness and Sustainability Demands
Chart 48 Huggies Eco-Friendly Diapers
Chart 49 Value Sales 2020-2030
Chart 50 Volume Sales 2020-2030
Chart 51 Value Sales by Category 2025
Huggies and Pampers Drive Value with Bundling and Premiumisation
Junior Nappies Remain Dominant as Disposable Pants Accelerate
Chart 52 Forecast Value Sales 2020-2030
Chart 53 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Defends Leadership as Value Brands Rise
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Discounters and Small Grocers Sustain Value-Focused Channel Leadership
Walmart Fuels E-Commerce Growth Despite Unbanked Population Constraint
Chart 56 Retail Channels 2020-2025
Chart 57 Economic Context for Nappies/Diapers/Pants
Chart 58 Real GDP Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Nappies/Diapers/Pants
Chart 61 Population 2020-2030
Chart 62 Consumer Expenditure 2020-2030
Chart 63 Population by Generation 2025
Menstrual Care in Guatemala
Key Data Insights
Buyers Shift to Premium Offerings for Comfort and Skin Care Features
Chart 64 Key Industry Trends for Menstrual Care
Buyers Shift to Premium Offerings for Comfort and Skin Care Features
Chart 65 Saba's New Menstrual Towel
Diversity Drives Product Innovation for 2025 Growth
Ciclica Menstrual Cup Enters with Sustainability Message but Faces Price Barriers
Chart 66 Ciclica's Menstrual Cup
Chart 67 Value Sales 2020-2030
Chart 68 Volume Sales 2020-2030
Chart 69 Value Sales by Category 2025
Always Drives Educational Campaigns as Bill Aims to Address Period Poverty
Chart 70 Analyst Insight for Tissue and Hygiene
Traditional Options Shift with New Innovation as Consumers Diversify Usage
Chart 71 Forecast Value Sales 2020-2030
Chart 72 Forecast Value Sales by Category 2025-2030
Essity Leverages Brand Strength as Kimberly-Clark Cedes Ground
Chart 73 Company Shares 2025
Chart 74 Brand Shares 2025
Small Local Grocers Retain Shoppers as Supermarkets Boost Promotions
Chart 75 Retail Channels 2020-2025
Chart 76 Economic Context for Menstrual Care
Chart 77 Real GDP Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Menstrual Care
Chart 80 Population 2020-2030
Chart 81 Consumer Expenditure 2020-2030
Chart 82 Population by Generation 2025
Wipes in Guatemala
Key Data Insights
Premium Launches Set New Benchmarks for Skin Wellness and Functionality
Chart 83 Key Industry Trends for Wipes
Premium Launches Set New Benchmarks for Skin Wellness and Functionality
Pigeon Leverages Skin Care Innovation to Drive Product Launches
Chart 84 Pigeon Extra Soft Wipes
Diversity and Inclusive Innovation Become a Discerning Factor in Wipes Choice
Chart 85 Value Sales 2020-2030
Chart 86 Value Sales by Category 2025
Declining Birth Rate to Affect Baby Wipe Growth
Local and International Brands to Use Pricing, Promotion and Education to Shape Future Demand
Chart 87 Forecast Value Sales 2020-2030
Chart 88 Forecast Value Sales by Category 2025-2030
Huggies Builds Brand Strength While Pom Pom Expands in Value Wipes
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
Supermarkets and Hypermarkets Win Shoppers with Ongoing Promotions
Chart 91 Retail Channels 2020-2025
Chart 92 Economic Context for Wipes
Chart 93 Real GDP Growth 2020-2030
Chart 94 Inflation 2020-2030
Chart 95 Consumer Context for Wipes
Chart 96 Population 2020-2030
Chart 97 Consumer Expenditure 2020-2030
Chart 98 Population by Generation 2025
Retail Tissue in Guatemala
Key Data Insights
Brands Drive Premiumisation with Clean Innovation
Chart 99 Key Industry Trends for Retail Tissue
Brands Drive Premiumisation with Clean Innovation
Chart 100 Scott's Premium Toilet Paper
Amsa Brands Target Pet Owners to Expand Usage Occasions
Chart 101 AMSA launched Paper Towels for Pets
Value Brands and Small Local Grocers Reshape Purchasing Patterns
Chart 102 Value Sales 2020-2030
Chart 103 Volume Sales 2020-2030
Chart 104 Value Sales by Category 2025
Essential Status of Toilet Paper and Versatility of Paper Towels to Aid Growth
Paper Towels Sales to Be Fuelled by Multifunctionality
Broad Choice and High Competition Shield Demand From Economic Swings
Chart 105 Forecast Value Sales 2020-2030
Chart 106 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Papelera Internacional Shape Shares as Value Brands Gain Ground
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Small Local Grocers Expand Reach and Drive Toilet Paper Sales
Chart 109 Retail Channels 2020-2025
Chart 110 Economic Context for Retail Tissue
Chart 111 Real GDP Growth 2020-2030
Chart 112 Inflation 2020-2030
Chart 113 Consumer Context for Retail Tissue
Chart 114 Population 2020-2030
Chart 115 Consumer Expenditure 2020-2030
Chart 116 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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