Table of Content

Tissue and Hygiene in El Salvador
Euromonitor International
March 2025

List Of Contents And Tables

TISSUE AND HYGIENE IN EL SALVADOR
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET DATA
Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
MENSTRUAL CARE
Key Data Findings
2024 Developments
Consumers pressured by a higher cost of living prioritise products with greater absorption
The category, while still emerging, remains highly concentrated, while lower-priced brands are beginning to emerge
Salvadorans become more willing to diversify their retail choices
Prospects and Opportunities
Changes in generational habits have the potential to impact the menstrual care category
Digital platforms continue to be used more for informational purposes than for making purchases
Menstrual care aims for a holistic approach
Category Data
Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS
Demographic changes impact the nappies/diapers/pants category
Leading brands focus on highlighting improved absorption quality in the face of increasing pressure from lower-priced brands
Parents under pressure from higher living costs more likely to diversify their shopping locations
Conservative outlook for nappies/diapers/pants in a scenario of slowing population growth
Slow process of digital omnichannel in nappies/diapers/pants
Salvadoran parents become more aware of dermatological ingredients
Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE
Demand for incontinence products is growing as taboos around their use are lessened
The category shows a high level of concentration, although with a growing offer of lower-priced brands
Retail adult incontinence continues to expand its distribution coverage
Salvadorans are increasingly open to using incontinence products
A higher level of democratisation of incontinence products is expected
Adult incontinence increases its offer with a higher level of micro-segmentation
Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES
Multifunctionality, an ally of growth in demand for wipes
Expansion of affordable options expands the category to new consumer groups
Supermarkets, although still the most important channel for wipes sales, are beginning to lose ground
Versatility of use and practicality of wipes in line with the new hygiene habits of Salvadorans
Supermarkets strengthen their positioning through expansion of their private label products
Growing range of wipes for more personalised needs
Table 28 Retail Sales of Wipes by Category: Value 2019-2024
Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
Despite greater price stability, retail demand for tissue continues to commoditise
In terms of toilet paper, consumers adopt a “bigger is better” approach
In times of economic challenges, the traditional channel grows in relevance
Toilet paper is a mature category, while paper towels is expanding in popularity due to the adoption of new habits
The dynamism of distribution channels is determined by price rather than by brand loyalty strategies
Successes of tissue product innovations are conditioned by a highly price-sensitive consumer base
Table 34 Retail Sales of Tissue by Category: Value 2019-2024
Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
Away-from-home tissue benefits from the dynamism of the hospitality and restaurant sectors
Distribution of away-from-home incontinence products remains limited in El Salvador
The industry aims to provide cost-effective solutions while highlighting the importance of hygiene in public spaces
The tourism and restaurant sectors continue to show strong momentum in 2025
Retail e-commerce purchases are still not common practice among Salvadoran institutions
Green solutions become more popular driven by the environmental policies of public and private institutions
Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029