The consumption of tissue and hygiene products is directly related to the population of a country. Mexico continued to see population growth in 2018, but at a slower rate of around 1%.
In Mexico, the most important players in the tissue and hygiene industry continue to be global manufacturers, such as Procter & Gamble, Kimberly, SCA Group (Essity) and Ontex, although private label continues to grow in some categories, such as toilet paper.
During 2018, tissue and hygiene categories saw significant marketing activity and new product launches, with innovations such as differentiated attributes like scents, new technology to improve product performance, the relaunch of certain brands, the renewal of product and brand images, special events like marathons, advertising campaigns, including the use of social media such as Facebook and YouTube, and official webpages for brands to communicate with their consumers. Also, promotions were used, such as special editions, bundle packaging with related products and sometimes free giveaways not related to the brands, like cosmetics bags and water bottles.
Tissue and hygiene is gaining relevance at online retailers. Since Amazon arrived in Mexico, it has been supporting sales of products in this category with special promotions, and its loyalty programme Amazon Family gives a 10% discount to its Prime customers.
Retail tissue and hygiene will continue to see a positive trend, as the population continues to grow, and more affordable brands and private label products become available. The market has many products that are considered a necessity, which will continue to support sales.
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This industry report originates from Passport, our Tissue and Hygiene market research database.