Executive Summary

Mar 2019
An uncertain year for Mexico

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%.

Private label an important player in the market

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.

An active year for marketing

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.

Online retailers continue gaining relevance

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.

What to expect in the next years?

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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Tissue and Hygiene in Mexico

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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.

Tissue and Hygiene in Mexico

EXECUTIVE SUMMARY

An uncertain year for Mexico
Private label an important player in the market
An active year for marketing
Online retailers continue gaining relevance
What to expect in the next years?

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Mexico

HEADLINES

PROSPECTS

Commercial establishments continue growing
Positive tourism increases demand
AFH tissue the most important category

COMPETITIVE LANDSCAPE

More restaurants to satisfy demand
Development of new facilities

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Mexico

HEADLINES

PROSPECTS

An attractive market, with many babies in Mexico
Global and local brands present
Online retailers grow

COMPETITIVE LANDSCAPE

Product innovation
New brand in the market
Inclusion campaign and a new image

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Mexico

HEADLINES

PROSPECTS

Population getting older
Incontinence issues a growing trend
A category gaining presence in the market

COMPETITIVE LANDSCAPE

Brands with an active communication and marketing activities
Brands operate online stores
New launches and product renewals

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Mexico

HEADLINES

PROSPECTS

A competitive category
Private label products increase their presence
Scents to differentiate in a competitive category

COMPETITIVE LANDSCAPE

Innovation in toilet paper
New scents in facial tissue
Innovation in paper towels

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Mexico

HEADLINES

PROSPECTS

A big market to capture
Brands with a complete product offer
Intimate habits changing

COMPETITIVE LANDSCAPE

Tampons – a category with brand support
Innovation in the category
Intimate cups in Mexico

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 50 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 51 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 52 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 53 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Mexico

HEADLINES

PROSPECTS

Wipes sales grow in Mexico
Growing categories in Mexico
Moist toilet wipes a niche product

COMPETITIVE LANDSCAPE

More natural products
Local brands enter the market
New products in a growing category

CATEGORY DATA

Table 54 Retail Sales of Wipes by Category: Value 2013-2018
Table 55 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 57 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 58 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 59 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023