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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Singapore

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In 2020, the impact of the COVID-19 pandemic is expected to result in stronger current value growth for retail tissue, wipes and retail adult incontinence, due to increased hygiene awareness and consumers spending more time at home as a result of social isolation and lockdown measures. Light adult incontinence is also benefiting from widening usage, appealing to younger consumers suffering from COVID-19, and also seeing some demand among key workers keen to visit toilet facilities less frequently as they seek to avoid infection.

COVID-19 country impact

From 24 March, no short-term visitors (from anywhere in the world) were allowed to enter or transit through Singapore. The Ministry of Manpower stressed that it would only allow the entry or return of work pass holders, including their dependents, or those providing essential services, such as in healthcare and transport workers.

Rising disposable incomes support premiumisation in 2019

Singapore consumers had a growing focus on hygiene, quality and convenience during the review period, resulting in many caring more about the tissue and hygiene products that they use. With increasing household disposable incomes in Singapore, price thus became a less important factor compared to the quality of products.

Kimberly-Clark retains lead in 2019 thanks to established consumer trust and ongoing innovation, whilst e-commerce thrives due to convenience and free delivery

Kimberly-Clark continued to comfortably lead tissue and hygiene in 2019, with almost double the share of second-ranked Unicharm. Kimberly-Clark continued to benefit from long-term consumer trust and its early entry into most categories in tissue and hygiene.

COVID-19 offers slight boost to forecast period sales, although maturity will pose challenges

Overall, tissue and hygiene is expected to see slightly stronger current value growth in the forecast period as a result of the COVID-19 pandemic, with some products benefiting more than others. Retail tissue, wipes and retail adult incontinence in particular are set to benefit from stockpiling at the start of the pandemic in 2020 and from rising demand among those sheltering at home.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Singapore for free:

The Tissue and Hygiene in Singapore market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Singapore?
What are the major brands in Singapore?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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 industry report originates from Passport, our Tissue and Hygiene market research database.

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Tissue and Hygiene in Singapore

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Rising disposable incomes support premiumisation in 2019

Kimberly-Clark retains lead in 2019 thanks to established consumer trust and ongoing innovation, whilst e-commerce thrives due to convenience and free delivery

COVID-19 offers slight boost to forecast period sales, although maturity will pose challenges

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers seek value-added features in 2019, but interest limited to towels and pantyliners

Store-based retailing preferred by consumers and players alike in 2019

Leading brands Laurier and Kotex continue to innovate in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 23 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 24 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 25 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 26 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Differentiation used to reach a wide range of consumer groups in 2019

Disposable pants benefit from growing demand for convenience in 2019

Mamy Poko remains at top in 2019 but faces growing competition from Huggies, Merries and Goo.N

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 27 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 28 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 30 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Light adult incontinence benefits from convenient and discreet options in 2019

Expanded distribution reach helps to drive sales growth in 2019

Essity remains strong in 2019 thanks to aggressive distribution expansion but faces new contenders

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 34 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 36 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 37 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 38 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

New entrants from tissue, while K-beauty trend supports cosmetic wipes in 2019

Baby wipes benefit from awareness-boosting bundling with nappies/diapers/pants in 2019

Increasing competition encourages innovation in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 39 Retail Sales of Wipes by Category: Value 2014-2019
Table 40 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 42 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 43 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue benefits from premiumisation in 2019

Limited interest in recycled toilet paper and natural products in 2019

Kimberly-Clark faces growing challenge in 2019 from premium private label and innovative Universal Sovereign Trading

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 45 Retail Sales of Tissue by Category: Value 2014-2019
Table 46 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 48 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 49 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Growth in tourist arrivals boosts away-from-home tissue sales in 2019

Growing number of elderly boosts sales of AFH adult incontinence in 2019

Kimberly-Clark succeeds in away-from-home tissue while Essity leads away-from-home hygiene in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 53 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 54 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Singapore

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Rising disposable incomes support premiumisation in 2019

Kimberly-Clark retains lead in 2019 thanks to established consumer trust and ongoing innovation, whilst e-commerce thrives due to convenience and free delivery

COVID-19 offers slight boost to forecast period sales, although maturity will pose challenges

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Singapore

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Rising disposable incomes support premiumisation in 2019

Kimberly-Clark retains lead in 2019 thanks to established consumer trust and ongoing innovation, whilst e-commerce thrives due to convenience and free delivery

COVID-19 offers slight boost to forecast period sales, although maturity will pose challenges

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers seek value-added features in 2019, but interest limited to towels and pantyliners

Store-based retailing preferred by consumers and players alike in 2019

Leading brands Laurier and Kotex continue to innovate in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Differentiation used to reach a wide range of consumer groups in 2019

Disposable pants benefit from growing demand for convenience in 2019

Mamy Poko remains at top in 2019 but faces growing competition from Huggies, Merries and Goo.N

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Light adult incontinence benefits from convenient and discreet options in 2019

Expanded distribution reach helps to drive sales growth in 2019

Essity remains strong in 2019 thanks to aggressive distribution expansion but faces new contenders

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

New entrants from tissue, while K-beauty trend supports cosmetic wipes in 2019

Baby wipes benefit from awareness-boosting bundling with nappies/diapers/pants in 2019

Increasing competition encourages innovation in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Singapore

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue benefits from premiumisation in 2019

Limited interest in recycled toilet paper and natural products in 2019

Kimberly-Clark faces growing challenge in 2019 from premium private label and innovative Universal Sovereign Trading