Tissue and Hygiene in Malaysia

March 2022
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Overview:

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:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

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.

The Tissue and Hygiene 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 Tissue and Hygiene in Malaysia?
  • Which are the leading brands in Tissue and Hygiene in Malaysia?
  • How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in Malaysia

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026 Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Malaysia

KEY DATA FINDINGS

2021 DEVELOPMENTS

High demand for towels continues driven by low prices and high absorption
Players continue to add value to category through innovation
Competitive landscape to remain consolidated as e-commerce struggles to take off

PROSPECTS AND OPPORTUNITIES

COVID-19 to have limited impact on long-term category prospects
Stable retailing and competitive landscape expected despite growth for e-commerce
Sanitary protection to increasingly act as substitute for light adult incontinence products, whilst reusable alternatives remain niche

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021 Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

Retail Adult Incontinence in Malaysia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ageing population and efforts to remove taboos help drive stronger demand
Light adult incontinence losing sales to cheaper options in sanitary protection
Vinda remains top player through global reputation of its brand Tena

PROSPECTS AND OPPORTUNITIES

Declining population and reduced stigma set to drive healthy prospects for category
Decreased disposable incomes set to benefit brands priced within mid-range
E-commerce set for stronger sales, though hypermarkets to remain top channel

CATEGORY DATA

Table 26 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

Rx/Reimbursement Adult Incontinence in Malaysia

2021 DEVELOPMENTS

Wipes in Malaysia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Strong demand for wipes, particularly those with sanitising or antibacterial properties, as consumers become more hygiene conscious
Personal wipes drive sales growth due to convenience and ease of use
Summit strengthens leadership due to trust and strong presence in baby wipes, while Kao loses share

PROSPECTS AND OPPORTUNITIES

Hygiene awareness set to boost long-term category growth, driven by baby wipes
Increasing demand for specific wipes expected
Greater interest in dry electro-static wipes as consumers expected to value convenience in their cleaning routines

CATEGORY DATA

Table 32 Retail Sales of Wipes by Category: Value 2016-2021 Table 33 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 34 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 35 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 36 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 37 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

Retail Tissue in Malaysia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Retail tissue benefits from short-term stockpiling and heightened hygiene awareness during pandemic
Boxed facial tissues and pocket handkerchiefs continue to face competition from soft pack tissues
Nibong Tebal Paper Mill strengthens leadership thanks to established and reputable product portfolio

PROSPECTS AND OPPORTUNITIES

Lingering hygiene habits and product innovations to drive category growth
Increasing demand for virgin pulp expected as consumers express concern over bleached products
Strong growth potential due to relatively low per capita usage

CATEGORY DATA

Table 38 Retail Sales of Tissue by Category: Value 2016-2021 Table 39 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 40 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 41 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 42 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 43 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

Away-From-Home Tissue and Hygiene in Malaysia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Category experiences low sales as consumers continue to work from home
Decline of tourism industry severely impacts away-from-home tissue and hygiene
Ongoing growth for AFH adult incontinence and AFH wipers due to increasing age of the population and demand from hospitals and healthcare

PROSPECTS AND OPPORTUNITIES

Reasonable recovery expected for category as economy and lifestyles normalise
Restrictions on tourism to continue stunting growth of away-from-home tissue and hygiene
AFH adult incontinence to gain momentum due to the aging population

CATEGORY DATA

Table 44 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 45 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 46 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021 Table 47 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 48 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 49 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 50 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026

Nappies/Diapers/Pants in Malaysia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Disposable pants continue to see growth as parents value them for convenience
Parents remain willing to spend to ensure hygiene and comfort for their children
E-commerce becomes increasingly attractive due to home delivery options and promotional events

PROSPECTS AND OPPORTUNITIES

Declining birth rate to be strongest affecting factor in category sales
Mid-range “affordable premium” products to be winners post-COVID-19
Added value set to boost current value sales; competitive landscape to remain stable

CATEGORY DATA

Table 51 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 52 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 54 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 55 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 56 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
          • AFH Wipers through Business/Industry
          • AFH Wipers through Horeca
          • AFH Wipers through Hospitals/Healthcare
          • AFH Wipers through Public
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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