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Shifting Demographics and Economic Factors Shape Demand
Tissue and hygiene in Uruguay displayed a more measured real value evolution in 2025 than many Latin American peers, with modest gains in value underpinned by steady macroeconomic conditions, low inflation, and rising consumer expenditure. Despite an ageing and shrinking population, the market remains attractive due to robust demand for premium and wellness-oriented products, especially in areas aligned with demographic trends, such as adult incontinence, which recorded solid retail volume and value growth. The competitive dynamics are shaped by a highly consolidated landscape, with Softys Uruguay holding a 54% value share, supported by local production, wide distribution, and strategic product launches that address consumer preferences for comfort, customisation, and skin health. For brands seeking success, the optimal strategy is to prioritise premiumisation and tailored innovation, invest in an omnichannel presence, leveraging traditional and modern retail and digital platforms, and maintain a sharp focus on differentiating through wellness and functionality to capture a consumer base that is both value-conscious and increasingly willing to trade up for quality.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Uruguay 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 Uruguay, 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 Uruguay 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 Uruguay?
- Which are the leading brands in Tissue and Hygiene in Uruguay?
- How are products distributed in Tissue and Hygiene in Uruguay?
- 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 Uruguay
Shifting Demographics and Economic Factors Shape Demand
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Shifting Demographics and Economic Factors Shape Demand
Babysec Premium Pants and Adult Incontinence Products See Diverging Fortunes
Chart 2 Softys Launches a Premium line of Disposable Pants
Ladysoft Targets Sensitive Skin to Boost Loyalty
Chart 3 Softys Introduces New Towel for Sensitive Skin
Inclusion Trend Drives Launches of Products Tailored to Different Consumers’ Needs
Chart 4 Kimberly-Clark Launches a New Kotex Pantyliner with Extra Absorption
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Changing Demographics Set to Drive Growth for Retail Adult Incontinence
Premium Nappies and Menstrual Care Set to Drive Innovation as Incomes Rise
Modern Retailers and Retail E-Commerce to Capture Shoppers Seeking Choice and Convenience
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Softys Consolidates Its Lead as Rivals Lag behind
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Retail E-Commerce and Small Local Grocers Grow through Price and Convenience
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Uruguay
Key Data Insights
Elite Professional Launches Larger Toilet Paper Rolls to Reduce Costs for Institutional Buyers
Elite Professional Launches Larger Toilet Paper Rolls to Reduce Costs for Institutional Buyers
Chart 19 Elite Professional Introduces a New and Bigger Reel of Toilet Paper
Growth for Both Away-From-Home Tissue and Hygiene
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Amberplan Invests in Recycling-Driven Expansion, Which May Challenge Softys’ Dominance
Horeca Channel Growth Outpaces Business Offices as Tourism Returns
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Amberplan Strengthens Local Production as Softys Faces Cross-Border Threats
Tourism Surge Drives Horeca Channel to Lead Sales and See the Highest Growth
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-From-Home Tissue and Hygiene
Chart 26 Real GDP Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in Uruguay
Key Data Insights
Kimberly Clark Modernises Plenitud Packaging to Address Stigma and Broaden Appeal
Kimberly Clark Modernises Plenitud Packaging to Address Stigma and Broaden Appeal
Chart 32 Kimberly Clark Changes the Image of the Packaging of Plenitud
Chart 33 Value Sales 2020-2030
Chart 34 Volume Sales 2020-2030
Chart 35 Value Sales by Category 2025
Ageing Consumers Drive Growth in Daily-Use Products as Awareness Rises
Light Incontinence to Attract New Consumers with Innovation and Education
Brand Communication and Shifting Demographics to Reshape Purchasing Priorities
Chart 36 Forecast Value Sales 2020-2030
Chart 37 Forecast Value Sales by Category 2025-2030
Softys Uruguay Cedes Share as Sagrin and Piffaretti Gain Ground
Sagrin and Piffaretti Expand Portfolios to Challenge Softys' Lead
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Health and Beauty Specialists Attract Buyers Seeking Expert Advice
Small Local Grocers and Independent Pharmacies Regain Lost Ground after Smuggling Slows
E-Commerce Expands Slowly as Offline Stores Maintain Consumer Loyalty
Chart 40 Retail Channels 2020-2025
Chart 41 Economic Context for Retail Adult Incontinence
Chart 42 Real GDP Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Retail Adult Incontinence
Chart 45 Population 2020-2030
Chart 46 Consumer Expenditure 2020-2030
Chart 47 Population by Generation 2025
Nappies/Diapers/Pants in Uruguay
Key Data Insights
Pampers and Softys Extend Usage with Premium Innovations for Older Children
Pampers and Softys Extend Usage with Premium Innovations for Older Children
Softys Drives Disposable Pants Surge through Expanded Availability and Premium Features
Chart 48 Softys Launched a Premium Line for Its Disposable Pants
Chart 49 Value Sales 2020-2030
Chart 50 Volume Sales 2020-2030
Chart 51 Value Sales by Category 2025
Brands Intensify Trade-Up Strategies as Volumes Stagnate
Disposable Pants to Accelerate Due to Convenience and Low Penetration
E-Commerce and Specialised Stores Reshape Distribution Landscape
Chart 52 Forecast Value Sales 2020-2030
Chart 53 Forecast Value Sales by Category 2025-2030
Softys Expands Lead as Pampers Targets Premium Users
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Health and Beauty Specialists Deepen Loyalty with Expert Advice
Online Platforms of Major Retailers Sustain Slow E-Commerce Growth
Chart 56 Retail Channels 2020-2025
Chart 57 Economic Context for Nappies/Diapers/Pants
Chart 58 Real GDP Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Nappies/Diapers/Pants
Chart 61 Population 2020-2030
Chart 62 Consumer Expenditure 2020-2030
Chart 63 Population by Generation 2025
Menstrual Care in Uruguay
Key Data Insights
Kotex and Ladysoft Launches Drive Innovation and Consumer Engagement
Kotex and Ladysoft Launches Drive Innovation and Consumer Engagement
Chart 64 Kimberly Clark Launches a New Kotex Pantyliner with Extra Absorption
Towels Maintains Leadership, and Towels and Tampons Gain Momentum
Always Entry and Wellness Focus Reshape Product Expectations and Loyalty
Chart 65 Value Sales 2020-2030
Chart 66 Volume Sales 2020-2030
Chart 67 Value Sales by Category 2025
Standard Towels with Wings to Expand as Shoppers Seek Comfort
Tampons to Perform Well, with Value and Volume Growth
Chart 68 Forecast Value Sales 2020-2030
Chart 69 Forecast Value Sales by Category 2025-2030
Softys and Kimberly-Clark Outpace Rivals as Always Enters
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Small Local Grocers Outperforms Modern Channels as Smuggling Eases
Supermarkets, Hypermarkets, and E-Commerce Gain as Shopping Habits Evolve
Chart 72 Retail Channels 2020-2025
Chart 73 Economic Context for Menstrual Care
Chart 74 Real GDP Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Menstrual Care
Chart 77 Population 2020-2030
Chart 78 Consumer Expenditure 2020-2030
Chart 79 Population by Generation 2025
Wipes in Uruguay
Key Data Insights
Kimberly-Clark Repositions Wipes with Premium Packaging and Enhanced Claims
Kimberly-Clark Repositions Wipes with Premium Packaging and Enhanced Claims
Chart 80 Kimberly Clark Launches More Premium Packaging for Huggies
Biolube Drives Wellness Innovation as Intimate Wipes Gain Traction
Chart 81 Value Sales 2020-2030
Intimate Wipes Brands Will Expand Awareness to Unlock Growth Potential
Chart 82 Forecast Value Sales 2020-2030
Chart 83 Forecast Value Sales by Category 2025-2030
Softys Expands Leadership as Babysec Outpaces Rivals
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Supermarkets, Small Local Grocers and Specialists Share Top Position as Smuggling Reshapes Sales
Chart 86 Retail Channels 2020-2025
Chart 87 Economic Context for Wipes
Chart 88 Real GDP Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Wipes
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Retail Tissue in Uruguay
Key Data Insights
Volume Sales Decline Due to Persistence of Informal Trade
Volume Sales Decline Due to Persistence of Informal Trade
Brazilian Imports Reshape Consumer Choices and Brand Strategies
Chart 94 Felpita Highlights Paper Towels Versatility with a Taller Roll
Softys and Felpita Boost Growth through Versatile Product Launches
Chart 95 Value Sales 2020-2030
Chart 96 Volume Sales 2020-2030
Chart 97 Value Sales by Category 2025
Growth to Be Limited by Falling Population and Low-Price Imports From Brazil
Paper Towels to Gain Ground as Multipurpose Uses Drive Growth
Sustainability Takes a Back Seat to Price and Performance
Chart 98 Forecast Value Sales 2020-2030
Chart 99 Forecast Value Sales by Category 2025-2030
Softys Secures Dominance as Local Production Outpaces Rivals
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Supermarkets and Small Local Grocers Sustain Sales as Smuggling Eases
E-Commerce Attracts Shoppers Seeking Convenience for Bulky Products
Chart 102 Retail Channels 2020-2025
Chart 103 Economic Context for Retail Tissue
Chart 104 Real GDP Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Retail Tissue
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 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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