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Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Tissue and hygiene in Malaysia witnessed moderate value growth of 5% in 2025 and outpaced inflation to reach MYR3,175 million. Robust consumer expenditure and the implementation of financial aid via the Sumbangan Asas Rahmah (SARA) government initiative is driving growth. Malaysia's rising population and ageing demographic is expanding the consumer base and need for tissue and hygiene products. The retail landscape plays a pivotal role in driving growth, where leading brands maintain dominance through aggressive promotional strategies and broad distribution. With consumer price sensitivity rising amid cost-of-living pressures, brands are focused on delivering value-based offers alongside product innovations and digital engagement. They are also adapting to the acceleration of e-commerce and evolving retail preferences. The emergence of multifunctional and convenience-oriented products, signals that premium lines are gaining appeal among Malaysians.
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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
Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Chart 2 Vinda Malaysia Sdn Bhd uses promotion to deliver value for money
Bottom-Pull Tissues Deliver Convenience for Consumers
Kimberly-Clark Leverages E-Commerce and Seasonal Deals to Reshape Buying Habits
Chart 3 Bottom-pull packs are increasingly used to save space by hanging on the wall
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Premiumisation to Gain Traction as Population Growth Drives Volume
Ageing Demographic to Drive Retail Adult Incontinence Growth
New Launches to Expand Usage Occasions
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
High Degree of Concentration Is Shaped by Distribution Strategies
Tissue and Hygiene Sees a Raft of Launches in 2025
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Grocery Retailers Sustain Dominance as E-Commerce Accelerates Value Growth
Lazada, Shopee, and Tiktok Support Growth of Retail E-Commerce
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Malaysia
Key Data Insights
Rising Demand and Cost-Driven Procurement Expands Tissue Usage
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Rising Demand and Cost-Driven Procurement Expands Tissue Usage
Chart 20 OEM tissues gain traction as costeffective solution
Confirm Nice Sdn Bhd Delivers Tailored Tissue Supplies as Tourism Boosts Business Demand
Chart 21 Many small OEM companies located in cities supply away-from-home tissues
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Hospitality Industry Is Set to Expand Tissue Usage
Hotels and Restaurants Drive Demand for Tissue While Oem Supply Expands Options
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Oem Suppliers Maintain Traditional B2b Relationships as Businesses Favour Personalisation
Lazada and Shopee Enable Small Traders with Affordable Tissue Delivery
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Malaysia
Key Data Insights
Certainty and Tena Use Price Promotions to Boost Bulk Purchases
Chart 34 Key Industry Trends for Retail Adult Incontinence
Certainty and Tena Use Price Promotions to Boost Bulk Purchases
Chart 35 Discounted price is key for consumers when bulk-buying retail adult incontinence
Certainty and Tena Expand Xxl Sizes to Meet Diverse Needs
Chart 36 Players are improving product functionality and usage experience through technology innovation
Hapicura Leverages Japanese Technology to Drive Premiumisation and Brand Awareness
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Younger Adults Drive Bulk Online Purchases for Elderly Care
Millennials Normalise Incontinence Pants Adoption to Meet Elderly Needs
Product Innovation and E-Commerce Reshapes Purchasing Behaviour
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Vinda and Dsg Leverage Retail and E-Commerce to Restrict Challenger Growth
Chart 42 Analyst Insight for Retail Adult Incontinence
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Hypermarkets and Online Platforms Drive Bulk Buying with Deals
Lazada and Shopee Attract Bulk Buyers with Aggressive Promotions
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Malaysia
Key Data Insights
Premiumisation Trend Gains Ground as Smaller Families Prioritise Quality
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Premiumisation Trend Gains Ground as Smaller Families Prioritise Quality
Chart 54 Kao (M) Sdn Bhd introduces premium diapers in October 2025
Disposable Pants Outperform as Innovation and Consumer Preferences Reshape Demand
Kimberly-Clark and Iconic Medicare Attract Premium Buyers with Chemical-Free and Eco-Friendly Launches
Chart 55 Kimberly-Clark (M) Sdn Bhd incorporates bamboo fibre into Nappies/Diapers/Pants
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Dual-Income Parents Shift to Premium Disposable Pants as Birth Rates Slow
Digital-Savvy Families Drive Demand for Innovative and Health-Focused Launches
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Dsg and Vinda Malaysia Consolidate Leadership as Smaller Brands Lose Ground
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Retail E-Commerce Gains Prominence as Brands Drive Digital Sales
Bulk-Buying Boosts Online Loyalty with Official Stores and Exclusive Deals
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Malaysia
Key Data Insights
Innovations and Monthly Financial Aid Drive Strong Growth in Menstrual Care
Chart 72 Key Industry Trends for Menstrual Care
Innovations and Monthly Financial Aid Drive Strong Growth in Menstrual Care
Chart 73 Female consumers increasingly demand premium and higher quality menstrual care
Premiumisation Focuses on Needs of More Affluent Young Women
Chart 74 Sophisticated consumers targeted with premium lines
Kotex Overnight Panties Reshape Consumer Habits with Rapid Growth and Convenience
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Rising Incomes and Female Employment Shape Demand for Quality Products
Towels Maintain Dominance as Disposable Period Pants Drive Incremental Growth
Government Aid and E-Commerce Promotions Stimulate Frequent and Bulk Purchasing
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Kimberly-Clark and Vinda Malaysia Sustain Dominance with Innovation and Shelf Presence
Chart 80 Analyst Insight for Menstrual Care
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Convenience Stores Expand Presence to Meet Urban Lifestyle Needs
Retail E-Commerce Accelerates as Digital Habits Take Hold
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Malaysia
Key Data Insights
Affordability Is Principal Driver as Price Is Key to Purchasing Decisions
Chart 91 Key Industry Trends for Wipes
Affordability Is Principal Driver as Price Is Key to Purchasing Decisions
Chart 92 Affordable brands elevate price competition among existing brands
Players Respond to Need for Convenience and Value-Driven Demand
Retail E-Commerce Plays Key Role in Wipes Category
Chart 93 Personal wipes are widely accessible in physical stores and retail ecommerce
Chart 94 Value Sales 2020-2030
Chart 95 Value Sales by Category 2025
Chinese Imported Wipes Reshape Pricing and Product Standards
Premiumisation Trend to Gain Traction as Parents Prioritise Quality and Safety
Multifunctionality Drives New Competitive Advantages
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Summit Co (M) Sdn Bhd Maintains Dominance by Targeting Price-Sensitive Shoppers
Chart 98 Analyst Insight for Wipes
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Health and Beauty Specialists Win Parent Loyalty with Expert Advice
Imported Brands Boost E-Commerce Growth with Low Prices
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Malaysia
Key Data Insights
Consumers Shift to Bulk E-Commerce Purchases for Lower Prices
Chart 109 Key Industry Trends for Retail Tissue
Consumers Shift to Bulk E-Commerce Purchases for Lower Prices
Chart 110 Consumers trade down to affordable retail tissue in order to save living cost
Boxed Facial Tissue Leads as Busy Lifestyles Drive Usage
Econveil’S Bamboo Launch Attracts Health-Conscious Urban Buyers
Chart 111 Bamboo tissue is gained traction due to raising health concern about chemical content
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
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
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Nibong Tebal Paper Mill Retains Lead as Consumers Respond to Promotions
Chart 117 Analyst Insight for Retail Tissue
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
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
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Retail Tissue
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Retail Tissue
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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