Competitive Landscape
Nibong Tebal Paper Mill Retains Lead as Consumers Respond to Promotions
Retail tissue in Malaysia remains highly concentrated, with Nibong Tebal Paper Mill holding a dominant 43% share in 2025, followed by Kimberly-Clark (M) with 21%. Leading companies have lost some ground due to increased competition from brands, notably those from China in the facial tissue segment.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Malaysia 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.
If you're in the Retail Tissue industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Malaysia 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 Retail Tissue in Malaysia?
- Which are the leading brands in Retail Tissue in Malaysia?
- How are products distributed in Retail Tissue in Malaysia?
- 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Malaysia - Category analysis
Key Data Insights
Consumers Shift to Bulk E-Commerce Purchases for Lower Prices
Consumers Shift to Bulk E-Commerce Purchases for Lower Prices
Boxed Facial Tissue Leads as Busy Lifestyles Drive Usage
Econveil’S Bamboo Launch Attracts Health-Conscious Urban Buyers
Shoppers Stock up on Retail Tissue Essentials as Cash Aid Drives Volume
Toilet Paper Holds Top Spot as Facial Tissues Gain Traction
Price Promotions and Innovation Reshape Shopper Loyalty and Value
Nibong Tebal Paper Mill Retains Lead as Consumers Respond to Promotions
Price Promotions in Hypermarkets and E-Commerce Drive Brand Switching
E-Commerce Accelerates as Consumers Prioritise Price and Convenience
Hypermarkets and E-Commerce Shape Loyalty through Price and Access
Tissue and Hygiene in Malaysia - Industry Overview
Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Key Data Insights
Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Bottom-Pull Tissues Deliver Convenience for Consumers
Kimberly-Clark Leverages E-Commerce and Seasonal Deals to Reshape Buying Habits
Premiumisation to Gain Traction as Population Growth Drives Volume
Ageing Demographic to Drive Retail Adult Incontinence Growth
New Launches to Expand Usage Occasions
High Degree of Concentration Is Shaped by Distribution Strategies
Tissue and Hygiene Sees a Raft of Launches in 2025
Grocery Retailers Sustain Dominance as E-Commerce Accelerates Value Growth
Lazada, Shopee, and Tiktok Support Growth of Retail E-Commerce
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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 report originates from Passport, our Retail Tissue research and analysis database.
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