In 2022, the tissue and hygiene market in Malaysia faced significant inflationary pressure following the global imposition of COVID-19 lockdowns and the subsequent Russian invasion of Ukraine. Manufacturers and retailers were confronted with the inflated cost of raw materials and supply issues, as well as the weakness of the Malaysian ringgit and the increase in the minimum wage in Malaysia.
Retail hygiene products saw notable shifts in format across categories in 2022. Primarily this involved a move towards disposable pants style products.
Vinda will remain in pole position in 2022, holding a strong position in the tissue and hygiene industry with its extensive product line-ups across all categories. The player is notably strong in nappies/diapers/pants with its Drypers brand (which is trusted amongst parents due to its quality, affordable price point and word of mouth), sanitary protection with Libresse (including new washable and reusable period underwear, Intimawear by Libresse), and adult incontinence with Tena – a brand name almost synonymous with adult incontinence solutions in Malaysia and available in an extensive range of formats.
E-commerce saw a continued increase in its share of retail tissue and hygiene value sales in 2022. Many consumers turned to shopping online during the COVID-19 crisis in order to reduce the risk of exposure to the SARS-CoV-2 virus and have subsequently come to appreciate the channel’s convenience and competitive pricing.
The tissue and hygiene market will see demand influenced by the ongoing ageing of the Malaysian population over the forecast period, with adult incontinence the most obvious beneficiary of this demographic trend. At the same time, the COVID-19 crisis will leave a lasting impact on consumer hygiene awareness, boosting demand for products seen as helping to maintain bodily and environmental cleanliness, including wipes and tissue products.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Tissue and Hygiene 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.
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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