Stable sales in retail tissue and hygiene
Retail tissue and hygiene maintained a positive performance in 2012, with retail hygiene seeing higher growth than retail tissue. The emerging growth of wipes, including general purpose wipes and dry electrostatic wipes, demonstrated that consumers were more attached to convenience and a fresh and hygienic feel for themselves and their homes. Hectic pressurised lifestyles made consumers keen to integrate products which provided the qualities they were looking for; small indulgences such as premium cotton products, or tissue products which have a softer touch and better comfort.
Modern women, an important target
The development of women in education and work, and the increase in their status, brought about higher living standards for women. More working women and the increasing number of corporate women led to higher incomes and purchasing power. The rising number of sophisticated women created a key market for retail tissue and hygiene products. This unique group of women are willing to pay for products which give them satisfaction, unlike rural consumers, some of whom even find tissues expensive. Not forgetting sanitary protection products and intimate wipes, which are solely targeted towards women, their expectations and needs are taken seriously, dictating what innovations are launched.
Consolidated power of the major players
The top four companies, Kimberly-Clark, Nibong Tebal Paper Mill, Unicharm and SCA Hygiene, collectively controlled more than half of value sales in 2012. Of the top 10 players, Nibong Tebal Paper Mill was the only domestic company which competed aggressively, not only surviving but surpassing many large multinationals in terms of value sales, maintaining its second position. Larger players continued to amalgamate or buy out others in order to strengthen their positions; for instance SCA Hygiene acquired Everbeauty Corp to increase its foothold in nappies/diapers/pants, and more significantly in incontinence, taking over the popular Dr P brand.
The growing influence of hypermarkets
With the many messages sent to mobiles about events such as members’ day sales and other promotions in hypermarkets, modern retailers have various ways to encourage consumers to spend in these outlets. The remarkable speed of growth in the number of hypermarkets, their locations within shopping malls, various promotions and savings, all lead to consumers queuing for parking spaces at weekends and on members’ days. After acquiring Carrefour, Aeon will rebrand these stores as Aeon Big, signifying a big chain growing even bigger. In places where hypermarkets are inaccessible or unavailable, supermarkets are another air-conditioned shopping choice, whilst the hot weather deters consumers from shopping at independent small grocers.
Positive forecast, driven by retail hygiene
Retail tissue and hygiene is expected to see moderate growth over the forecast period, contributed largely by retail hygiene. Retail tissue has many categories which are already mature, such as napkins and toilet paper, so is expected to see a less promising forecast compared with retail hygiene. Most retail hygiene products are expected to bring dynamism, with disposable pants, ultra-thin towels with wings and pantyliners seeing growing interest, and general purpose wipes seeing increased usage to stay fresh and clean. The leading manufacturers will place greater focus on retail hygiene, seeing earning potential.
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Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Malaysia with research from Euromonitor's team of in-country analysts.
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The Tissue and Hygiene in Malaysia 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 Malaysia?
- What are the major brands in Malaysia?
- 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?
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This industry report originates from Passport, our Tissue and Hygiene market research database.