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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Mexico

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In response to COVID-19 the Mexican government took several steps in order to safeguard the population, including nationwide restrictions on movement and non-essential economic activities and closing the country’s borders. This forced households to remain at home which initially resulted in stockpiling of some products such as toilet paper and antibacterial wipes.

COVID-19 country impact

As of 10 May 2020, Mexico had seen around 3,500 deaths due to COVID-19 and 35,000 cases. The Mexican government announced nationwide restrictions on non-essential economic activities in most municipalities on 30 March, which took effect the following day, with the population urged to stay at home, where possible.

Demographic trends continue to impact sales of tissue and hygiene in Mexico in 2019

Mexico’s population continued to grow in 2019 helping to drive demand for tissue and hygiene, with many of these products being household essentials. Nevertheless, this population growth continued to be driven by the growing number of consumers aged over 65, with the country’s birth rate seeing a further decline.

Private label makes gains but Kimberly-Clark retains dominance with strong investment in new product development and marketing

Tissue and hygiene remained a relatively consolidated industry in Mexico in 2019 with the top three players accounting for more than four-fifths of all value sales. Leading player Kimberly-Clark de México SAB de CV continued to dominate both retail tissue and retail hygiene thanks to its large portfolio of products, strong investment in marketing and regular new product development.

Uncertain economic future threatens growth

Mexico faces an uncertain economic future with there being concerns over another financial crisis. Although many products such as sanitary protection, nappies/diapers/pants and toilet paper are seen as household essentials, consumers are likely to become more budget conscious.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Mexico for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Mexico?
What are the major brands in Mexico?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Mexico

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic trends continue to impact sales of tissue and hygiene in Mexico in 2019

Private label makes gains but Kimberly-Clark retains dominance with strong investment in new product development and marketing

Uncertain economic future threatens growth

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

The number of sanitary protection users continues to grow in 2019 while brands look for new opportunities

New product development and promotions widespread as competition heats up

Multinationals dominate with constant innovations and new product development

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Nappies/diapers/pants still has potential for growth despite falling birth rate

Competition intensifying as brands and retailers fight for sales

New brand enters the market while the leading players launch new products to retain interest

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population continues to drive in retail adult incontinence in 2019

Manufacturers and retailers show willingness to invest in the category’s potential

Innovation widespread as companies focus on better designed and more feminine products

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes remains the dominant category in 2019 but other areas see strong development with growing focus on hygiene routines

Growing hygiene awareness driving growth in many areas of wipes in 2019

New product development widespread as players jostle for position

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Price remains the key purchasing decision in retail tissue in 2019

Manufacturers sniff out new opportunities with interesting innovations

Leading brands fight for share through new product development

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Developing cities and rise in tourism boosts sales in 2019

Toilet paper remains key category while ageing population supports sales of adult incontinence

Multinationals maintain strong presence in AFH tissue and hygiene

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 58 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Mexico

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic trends continue to impact sales of tissue and hygiene in Mexico in 2019

Private label makes gains but Kimberly-Clark retains dominance with strong investment in new product development and marketing

Uncertain economic future threatens growth

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Mexico

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demographic trends continue to impact sales of tissue and hygiene in Mexico in 2019

Private label makes gains but Kimberly-Clark retains dominance with strong investment in new product development and marketing

Uncertain economic future threatens growth

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

The number of sanitary protection users continues to grow in 2019 while brands look for new opportunities

New product development and promotions widespread as competition heats up

Multinationals dominate with constant innovations and new product development

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Nappies/diapers/pants still has potential for growth despite falling birth rate

Competition intensifying as brands and retailers fight for sales

New brand enters the market while the leading players launch new products to retain interest

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population continues to drive in retail adult incontinence in 2019

Manufacturers and retailers show willingness to invest in the category’s potential

Innovation widespread as companies focus on better designed and more feminine products

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes remains the dominant category in 2019 but other areas see strong development with growing focus on hygiene routines

Growing hygiene awareness driving growth in many areas of wipes in 2019

New product development widespread as players jostle for position

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Mexico

HEADLINES

PRE-COVID-19 PERFORMANCE

Price remains the key purchasing decision in retail tissue in 2019

Manufacturers sniff out new opportunities with interesting innovations

Leading brands fight for share through new product development