CR
Country Report: Mexico
A STRONG TISSUE CULTURE, REGIONALLY STABLE MEXICO WELL PLACED TO REACT TO ECONOMIC UNCERTAINTIES AHEAD A
lthough Brazil remains the epicentre
stable Mexico, continued to underpin
of the Latin American tissue market,
changing consumer lifestyles, in which
replacing Mexico as the largest
tissue products play an important role,
contributor to regional volume sales
which was especially the case during this
back in 2007, the comparison belies the
pandemic period.
stronger tissue culture that exists in Mexico. Population and income levels are critical factors, Mexico with 129 million inhabitants
Ian Bell Head of Tissue and Hygiene, Euromonitor International
International comparisons By a more international comparison,
(almost 100 million fewer than Brazil) has
the tissue market (retail tissue in this
a mean household disposable income of
comparison) in per household expenditure
close to $20,000 in 2021, compared to
terms is positive with USD49 is well ahead
roughly half that figure in Brazil.
of the global average ($40) and respectable
This Mexican market accounted for 25%
when compared to developed markets such
of Latin American regional volume sales in
as Japan ($67). The Mexican tissue market,
2021, a figure that has crept downwards
like others, faces uncertain and changing
over the last decade as other markets
times, the spectre of price inflation likely
have seen tissue uptake expand through
hampering “real” premiumisation, but there
a combination of availability and income
is still much to be positive about the market
increases. The battle over share of regional
with annual volume growth of 2% forecast
value is potentially a more interesting
over the medium term.
story, relatively more stable Mexico taking
Habit persistence remains a key element
a 23% share in (USD MSP value sales) and
of future growth, meaning that once
was once again the region’s largest value
consumers are engaged with tissue, there
contributor as economics, relatively more
is an overwhelming tendency to continue
Source: Euromonitor International Tissue World Magazine | March/April 2022
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