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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Mexico

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Due to the outbreak of COVID-19 in 2020, the government in Mexico installed a lockdown at the end of March, which was in place until June 2020. Many manufacturers facilities were closed during this time, with schools closed and home-schooling in place.

COVID-19 country impact

The Mexican government announced nationwide restrictions on non-essential economic activities in most municipalities on 30 March 2020, which took effect the following day, with the population urged to stay at home, where possible. On 16 April, it extended these restrictions until 30 May, with the peak of the COVID-19 epidemic in Mexico occurring in May.

Company response

Tissue and hygiene remained a consolidated industry during the outbreak of COVID-19, with leading player Kimberly-Clark continuing to lead in both retail tissue and retail hygiene. This is thanks to the player's wide portfolio, strong investment in marketing and product developments, while the player has a solid brand reputation.

Retailing shift

E-commerce experienced strong growth in 2020, with the lockdown period encouraging consumers to migrate to the online platform, with many consumers preferring it as a safer form of retailing. This was particularly the case for those older consumers, those more vulnerable to the virus, or those who had to isolate.

What next for tissue and hygiene?

In 2021, price-sensitivity is set to remain in Mexico, with the economic recession impacting consumers purchasing habits. As such, many customers are expected to continue switching to more affordable brands or private label offerings, with uncertainty surrounding employment continuing to impact spending.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Mexico

KEY DATA FINDINGS

2020 IMPACT

The essential nature of the product boosts growth, as players focus on deals and discounts

Multinationals lead, as launches offer consumer new designs and aromas

Sanitary protection users continue to grow, while brands look for new opportunities

RECOVERY AND OPPORTUNITIES

The economic recession leads players to continue offering deals and discounts

Competitive products remain niche; however, price-sensitivity boosts sales

The rise of private label and economy brands attracts price-sensitive consumers

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Mexico

KEY DATA FINDINGS

2020 IMPACT

Price-sensitivity increases sales for economy offerings during 2020

Product developments focus on eco-friendly offerings and low price-points

Competition intensifies as e-commerce sales increase during COVID-19

RECOVERY AND OPPORTUNITIES

Rising birth rates due to COVID-19 leads to strong sales across the forecast period

Players release deals and promotions to boost brand loyalty during a price-sensitive time

Innovations focus on added-value offerings, with interest in sustainability rising

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Mexico

KEY DATA FINDINGS

2020 IMPACT

Sales are driven by stockpiling and the normalisation of retail adult incontinence products

Essity retains its lead, launching innovative products and a range of offerings

Deals and discounts boost sales, as e-commerce records a rise in growth

RECOVERY AND OPPORTUNITIES

Growth is driven by innovation, offerings for men and growing shelf space

The ageing population will continue to drive growth across the forecast period

New players enter the landscape as private label offerings become more visible

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Mexico

KEY DATA FINDINGS

2020 IMPACT

Stockpiling boosts sales, as general purpose wipes benefit from heightened interest in hygiene

New product developments focus on antibacterial properties during COVID-19

Growing hygiene and health awareness drives growth within wipes

RECOVERY AND OPPORTUNITIES

New product developments focus on health, hygiene and sanitation

Baby wipes remain dominant, as development is boosted by the focus on hygiene

Products launched in 2020 exit the landscape over the forecast period

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Mexico

KEY DATA FINDINGS

2020 IMPACT

Growth is driven by stockpiling, and consumers heightened interest in health and hygiene

As financial insecurity grows, price remains key for the purchasing decision

Product launches focus on scents, colours and softness during 2020

RECOVERY AND OPPORTUNITY

Ongoing hygiene concerns and working from home boost growth

Private label gains ground, as brands compete through ongoing innovation

Product innovations focus on convenience, scents and eco-friendly concepts

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Mexico

KEY DATA FINDINGS

2020 IMPACT

The lockdown and ongoing restrictions lead to a decline in sales

Players redirect budgets to purchase antibacterial gel, wipes and thermometers

Ongoing consumer restrictions in foodservice limits growth for AFH tissue

RECOVERY AND OPPORTUNITIES

Ongoing restrictions hamper sales for AFH tissues during 2021

Cost-savings limits the sales of away-from-home tissue products

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

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
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 2020-2025
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Mexico

KEY DATA FINDINGS

2020 IMPACT

The essential nature of the product boosts growth, as players focus on deals and discounts

Multinationals lead, as launches offer consumer new designs and aromas

Sanitary protection users continue to grow, while brands look for new opportunities

RECOVERY AND OPPORTUNITIES

The economic recession leads players to continue offering deals and discounts

Competitive products remain niche; however, price-sensitivity boosts sales

The rise of private label and economy brands attracts price-sensitive consumers

CATEGORY DATA

Nappies/Diapers/Pants in Mexico

KEY DATA FINDINGS

2020 IMPACT

Price-sensitivity increases sales for economy offerings during 2020

Product developments focus on eco-friendly offerings and low price-points

Competition intensifies as e-commerce sales increase during COVID-19

RECOVERY AND OPPORTUNITIES

Rising birth rates due to COVID-19 leads to strong sales across the forecast period

Players release deals and promotions to boost brand loyalty during a price-sensitive time

Innovations focus on added-value offerings, with interest in sustainability rising

CATEGORY DATA

Retail Adult Incontinence in Mexico

KEY DATA FINDINGS

2020 IMPACT

Sales are driven by stockpiling and the normalisation of retail adult incontinence products

Essity retains its lead, launching innovative products and a range of offerings

Deals and discounts boost sales, as e-commerce records a rise in growth

RECOVERY AND OPPORTUNITIES

Growth is driven by innovation, offerings for men and growing shelf space

The ageing population will continue to drive growth across the forecast period

New players enter the landscape as private label offerings become more visible

CATEGORY DATA

Wipes in Mexico

KEY DATA FINDINGS

2020 IMPACT

Stockpiling boosts sales, as general purpose wipes benefit from heightened interest in hygiene

New product developments focus on antibacterial properties during COVID-19

Growing hygiene and health awareness drives growth within wipes

RECOVERY AND OPPORTUNITIES

New product developments focus on health, hygiene and sanitation

Baby wipes remain dominant, as development is boosted by the focus on hygiene

Products launched in 2020 exit the landscape over the forecast period

CATEGORY DATA

Retail Tissue in Mexico

KEY DATA FINDINGS

2020 IMPACT

Growth is driven by stockpiling, and consumers heightened interest in health and hygiene

As financial insecurity grows, price remains key for the purchasing decision

Product launches focus on scents, colours and softness during 2020