Tissue and hygiene saw dynamic growth in current value terms in 2022, but this was largely driven by high inflation and the depreciation of the local currency exchange rate with volume growth being more stable. Households became more price sensitive amidst declining purchasing power, and many switched to low-cost alternatives or bought value-for-money bulk packs to save money.
Retail sales of tissue and hygiene products were not significantly impacted by the COVID-19 pandemic and demand remained stable in 2022. Although many consumers in the country remain highly price-sensitive, demand for most retail tissue and hygiene products is centred mainly on affluent middle-income urban-dwellers, and this consumer group was not heavily impacted by the onset of COVID-19.
Myanmar’s real GDP saw 2% growth in 2022 after stagnating in 2021. With restrictions being lifted economic activity resumed with this boosting employment.
As COVID-19 fears subsided and restrictions were lifted there was a rise in mobility at workplaces, retail outlets, and transport hubs in 2022 which boosted overall economic activity. Nonetheless, consumer spending indicators remained weak due to lower household incomes and rising prices.
Regular electricity shortages at industrial zones means local factories are often run on fuel generators for manufacturing. This results in higher operational costs and hence, has served to put upward pressure on retail prices.
In the short term many households are expected to trade down to cheaper alternatives within tissue and hygiene to save costs or they will look to decrease their frequency of usage.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Myanmar 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 Myanmar, 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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