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Retailers Aim to Balance Price with Comfort and Quality
Tissue and hygiene in Mexico in 2025 demonstrated resilience and competitiveness, outperforming many regional peers, despite 4% inflation and subdued GDP growth of 0.6%. The market environment remains attractive due to robust demand for both value and premium solutions, a rising population of older adults, and dynamic retail innovation led by discounters and e-commerce. Shoppers are increasingly seeking affordable solutions, reflected in the expansion of private label and bulk formats. Value growth is being fuelled by premiumisation with a focus on comfort and advanced features across wipes, menstrual care, and adult incontinence. Successful strategies for brands and retailers must focus on reinforcing price competitiveness, enhancing product portfolios to address demographic shifts, and leveraging omnichannel capabilities. This is particularly important as discounters such as Tiendas 3B and Bodega Aurrera accelerate store rollouts and online platforms capture digitally engaged consumers. Continued innovation in product design, packaging, and convenience, combined with a commitment to quality and rapid access, is critical to retaining shopper loyalty and defending share as competition intensifies.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
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 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 Tissue and Hygiene 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 Tissue and Hygiene in Mexico?
- Which are the leading brands in Tissue and Hygiene in Mexico?
- How are products distributed in Tissue and Hygiene 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 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 Mexico
Retailers Aim to Balance Price with Comfort and Quality
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Retailers Aim to Balance Price with Comfort and Quality
Chart 2 Premium Products Gain Relevance
Private Label and Bulk Formats Secure the Lead in Household Spending
Chart 3 Private Label and Bulk Packs Win Favour
Retailers Boost Rapid Access and Convenience with Omnichannel Expansion
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
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
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Defends Leadership as Private Label Gains Ground
Chart 8 Analyst Insight for Tissue and Hygiene
Kimberly-Clark Expands Portfolio with Major Acquisition in 2025
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Hypermarkets and Supermarkets Remain Key to Sales
Tiendas 3B and Bodega Aurrera Transform Shopping Patterns with Value Focus
Chart 11 Tiendas 3B Pursues Rapid Expansion Plan
Online Sales Rise, but Offline Stores Keep Their Edge on Essentials
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Mexico
Key Data Insights
Changing Consumption Habits Reshape Demand for Tissue Products
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Changing Consumption Habits Reshape Demand for Tissue Products
Food Delivery Platforms Drive Demand for Napkins
Chart 21 Food Delivery Platforms Boost Napkin Demand
Hotels Elevate Guest Experience with Premium Tissue Upgrades
Chart 22 Hotels in Mexico Upgrade to Premium Products
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Food Delivery Platforms Will Continue to Transform Demand as Restaurants Adapt Supply
Hotels and Upscale Venues to Continue Investing in Premium Tissue for Guest Comfort
Mexco's Ageing Population Set to Inform Demand
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Hotels and Offices Sustain Demand
Food Delivery Platforms Reinforce Napkin Use
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real GDP Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Mexico
Key Data Insights
Sam’S Club Lowers Unit Costs with Bulk Packs
Chart 35 Key Industry Trends for Retail Adult Incontinence
Sam’S Club Lowers Unit Costs with Bulk Packs
Chart 36 Sam’s Club Introduces Value Packs
Tena Upgrades Product Features to Provide Greater Comfort and Discretion
Chart 37 TENA Discreet Pants Offer Comfort and Odour Control
Farmacias Guadalajara Enables Rapid, Discreet Replenishment
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
E-Commerce and Omnichannel Investments Build Shopper Loyalty
Light Adult Incontinence Set to Outpace Other Formats as Awareness Grows
Brands Prioritise Innovation in Comfort and Skin Health to Expand Reach
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Essity and Kimberly-Clark Dominate a Highly Consolidated Market
Ratcheting up Competition: Sam's Club and Bodega Aurrerá Make Gains
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Hypermarkets and Supermarkets Retain Shoppers with Convenience and Value
Retail E-Commerce Benefits From Discreet Delivery and Loyalty Offers
Pharmacies and Value Brands Disrupt with Health-Led and Affordable Options
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Mexico
Key Data Insights
Affordability Key as Birth Rates Fall
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Affordability Key as Birth Rates Fall
Chart 54 Soriana uses promotions to sustain sales
Private Label and Chinese Imports Erode Legacy Brand Dominance
Premium Products and Sustainable Features Support Value Growth Amid Shrinking Volumes
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Players Adapt to Shrinking Households through Polarised Product Offerings
Brands Leverage Eco-Designs and Loyalty Schemes to Win over Price-Sensitive Families
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Softys Continue to Dominate
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Private Label Gains Ground Amid Market Stagnation
Chart 61 Private-Label Diapers Gain Traction
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Supermarkets and Hypermarkets Offer Bulk Sales and Promotions
Retail E-Commerce Expands as Parents Seek Convenience for Large Pack Purchases
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Mexico
Key Data Insights
Consumers Look to Balance Quality with Value
Chart 72 Key Industry Trends for Menstrual Care
Consumers Look to Balance Quality with Value
Oxxo’S Self-Checkout and Rapid E-Commerce Growth Change Shopping Missions
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
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
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Forecast Value Sales by Category 2025-2030
Chart 78 Analyst Insight for Menstrual Care
Essity and Kimberly-Clark Defend Share as Private Label Accelerates
Chart 79 Saba Maintains Dominance
Private Label Grabs Share, Putting the Squeeze on Brands
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
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
Chart 82 Oxxo Launches Digital Kiosks
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real GDP Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Mexico
Key Data Insights
Retailers Drive Value-Focused Innovation as Shoppers Shift to Private Label
Chart 91 Key Industry Trends for Wipes
Retailers Drive Value-Focused Innovation as Shoppers Shift to Private Label
Chart 92 Private Label Lines Attract Price-Sensitive Shoppers
General Purpose Wipes Broaden Usage as Gentle Claims Win Trust
Chart 93 Value Sales 2020-2030
Chart 94 Value Sales by Category 2025
Brands Shift to Multipurpose Innovation While Cosmetic Wipes Show Strong Potential
E-Commerce Platforms Capture Loyalty as Bulk Buying Increases
Eco-Friendly Claims Will Provide a Competitive Advantage for Innovators
Chart 95 Flushable Wipes Gain Popularity
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Kimberly-Clark De México Preserves Lead as Rivals Advance Incrementally
Chart 98 Analyst Insight for Wipes
Share Gains Driven by Affordability and Innovation
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Hypermarkets and Supermarkets Dominate Sales
Online Platforms Slowly Gain Ground but Offline Channels Hold Firm
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real GDP Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Mexico
Key Data Insights
Retail Tissue Sees Polarised Demand
Chart 109 Key Industry Trends for Retail Tissue
Retail Tissue Sees Polarised Demand
Toilet Paper Dominates Sales While Paper Towels Drives Growth
Chart 110 Kleenex Introduces Premium Offering
Premiumisation Strategies and Delivery-Driven Shifts Alter Competitive Landscape
Chart 111 Delivery Platforms Now Include Napkins with Meals
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Private Label and Discounters Set to Reshape Price Competition
Toilet Paper Will Remain at the Heart of the Market
Innovation and E-Commerce Disrupt Habits and Boost Brand Agility
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Kimberly-Clark Preserves Dominance Despite Rise of Private Label
Stubborn Brand Loyalty Limits Disruption in 2025
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Tiendas 3B and Bodega Aurrera Drive Expansion in the Discounters Channel
Discount-Led Formats Reshape Consumer Choices and Retailer Strategies
Retail E-Commerce Struggles to Make Significant Inroads Despite Seeing Strong Growth
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real GDP Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 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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