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Country Report

Retail Tissue in

Retail Tissue in Malaysia

Jun 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Toilet paper retains domination of retail tissue in 2019, but overall category offer further potential for growth due to low penetration

Compared to retail hygiene, retail tissue in Malaysia continued to have fairly low penetration compared to other countries in the region, with much lower capita consumption compared to the likes of Singapore, despite its larger population. Therefore, the country still offers huge potential for the development of retail tissue in Malaysia, as the category continued to experience a gradual increase in volume and current value sales in 2019.

Increasing demand for boxed facial tissues in 2019 but local appreciation of soft pack tissues offers competition

Demand for facial tissues continued to increase in Malaysia in 2019, with the boxed format proving the more popular with local consumers due to its versatility inside the home environment. Players compete within this category through innovation in order to offer greater differentiation such as adding essential oils, herbal extracts, or skin care ingredients in addition to thicker tissue such as 3-ply options in the hope of attracting consumers through specific value products.

Nibong Tebal Paper Mill strengthens leadership of retail tissue in 2019 due to established product portfolio

Domestic player Nibong Tebal Paper Mill Sdn Bhd strengthened its dominance of retail tissue in 2019, as it offers a comprehensive product range that caters to different consumer needs (such as recycled and non-recycled tissue products including toilet paper) covering various price ranges. Royal Gold is present in both facial tissues and toilet paper, catering to more affluent consumers who value premium quality, Premier is the leading brand within facial tissues, paper tableware and paper towels in value share terms and has a mid-priced positioning, while Cutie attracts consumers who are searching for economy products including Cutie Compact which leads overall toilet paper in both volume and value share terms.

2020 AND BEYOND

COVID-19 impact

Value sales of retail tissue are now expected to grow by 3% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to a 2% value rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail tissue

Toilet paper, retail tissue and paper towels are all predicted to record increasing demand in 2020 in response to COVID-19; initial stockpiling of toilet paper in particular, is leading to concerns over shortages due to its perception as an essential item to many consumers. This is likely to push a higher number of consumers to choose the smaller segment of non-recycled toilet paper, a product that tends to carry a higher unit price compared to recycled options.

Recovery and opportunities

Normalisation in purchasing patterns is predicted to return from 2021 for the largest category of toilet paper over the forecast period although non-recycled options will continue to outperform the more established recycled toilet paper as affluent local consumers become used to the comfort and quality that this product can offer, particularly as the average unit price is set to decline, thereby offering greater affordability.

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Retail Tissue Market Sample Report Retail Tissue Market Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Malaysia 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 Retail Tissue industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Malaysia?
What are the major brands in Malaysia?
What is the performance of pocket handkerchiefs vs boxed facial tissues?
What are the key new product launches in the tissues market?

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.

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Retail Tissue in Malaysia - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper retains domination of retail tissue in 2019, but overall category offer further potential for growth due to low penetration

Increasing demand for boxed facial tissues in 2019 but local appreciation of soft pack tissues offers competition

Nibong Tebal Paper Mill strengthens leadership of retail tissue in 2019 due to established product portfolio

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2014-2019
Table 2 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 4 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 5 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Tissue and Hygiene in Malaysia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Tissue and hygiene sees ongoing innovation and demand for higher quality products in 2019 but consumers still value promotions

Local consumers remain brand loyal in 2019, benefiting domestic player Nibong Tebal Paper Mill with its wide product portfolio and competitive pricing

Overall positive performance predicted for tissue and hygiene, influenced by preventative health due to COVID-19 in addition to further ageing of the population

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 7 Birth Rates 2014-2019
Table 8 Infant Population 2014-2019
Table 9 Female Population by Age 2014-2019
Table 10 Total Population by Age 2014-2019
Table 11 Households 2014-2019
Table 12 Forecast Infant Population 2019-2024
Table 13 Forecast Female Population by Age 2019-2024
Table 14 Forecast Total Population by Age 2019-2024
Table 15 Forecast Households 2019-2024

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Retail Tissue in Malaysia

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Executive Summary

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PRE-COVID-19 PERFORMANCE

Toilet paper retains domination of retail tissue in 2019, but overall category offer further potential for growth due to low penetration

Increasing demand for boxed facial tissues in 2019 but local appreciation of soft pack tissues offers competition

Nibong Tebal Paper Mill strengthens leadership of retail tissue in 2019 due to established product portfolio

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Retail Tissue in Malaysia - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper retains domination of retail tissue in 2019, but overall category offer further potential for growth due to low penetration

Increasing demand for boxed facial tissues in 2019 but local appreciation of soft pack tissues offers competition

Nibong Tebal Paper Mill strengthens leadership of retail tissue in 2019 due to established product portfolio

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in Malaysia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Tissue and hygiene sees ongoing innovation and demand for higher quality products in 2019 but consumers still value promotions

Local consumers remain brand loyal in 2019, benefiting domestic player Nibong Tebal Paper Mill with its wide product portfolio and competitive pricing

Overall positive performance predicted for tissue and hygiene, influenced by preventative health due to COVID-19 in addition to further ageing of the population

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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