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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Singapore

Mar 2019

US$2,650

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Executive Summary

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Changing demographics continue to shape demand

Singapore is ageing at a rapid pace, as Singaporeans are living longer, and fewer are having babies. According to the Department of Statistics in Singapore, the old age support ratio (the number of residents aged 20-64 per resident aged 65 years and over) has been falling, and this is expected to continue towards 2030.

Private label lines continue to be well-received

Whilst premiumisation is being observed in categories such as toilet paper, boxed facial tissues and nappies/diapers/pants, there is still a group of middle-income earners who are budget-hunters and seek the most cost-effective options. These consumers are typically not particular about the intricacies of products and focus more on their functionality.

International players dominate

Due to their early entry, successful marketing and branding, international players have effectively built a good reputation for offering quality tissue and hygiene products. Kimberly-Clark, Unicharm Corp, Procter & Gamble, Essity and Kao were the top players in 2018.

Internet retailing experiences strong growth

Brands are increasingly promoting greater cost savings through online bundle sales, including Kleenex and Pampers. This encourages consumers to buy online, as internet retailing offers the flexibility and convenience of delivering bulky items right to the doorstep.

Value growth will be driven by new product innovations and premiumisation

Apart from adult incontinence, which will drive both current value and volume growth in the forecast period, other categories in tissue and hygiene are considered mature, and volume growth will continue to be slow. Current value sales, however, will show potential for growth in the forecast period, as manufacturers introduce new product innovations to provide greater value per unit for their customers.

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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

Changing demographics continue to shape demand

Private label lines continue to be well-received

International players dominate

Internet retailing experiences strong growth

Value growth will be driven by new product innovations and premiumisation

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Singapore

HEADLINES

PROSPECTS

Price wars in AFH tissue

Positive outlook for AFH adult incontinence

COMPETITIVE LANDSCAPE

Kimberly-Clark continues to lead AFH tissue and hygiene

Manufacturers continue to bid for tenders

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Singapore

HEADLINES

PROSPECTS

Value growth continues due to premiumisation

The marketing of baby products starts early

The importance of mother and baby communities

COMPETITIVE LANDSCAPE

Unicharm Corp continues to lead

Premiumisation is seen...

...but affordable options remain crucial

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Singapore

HEADLINES

PROSPECTS

The ageing population continues to spur demand

More education is needed to change perceptions of adult incontinence

Players extend their portfolios due to the growth potential

COMPETITIVE LANDSCAPE

Essity dominates retail adult incontinence

Tena maintains its lead due to its wide portfolio

A growing number of affordable alternatives in adult incontinence

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Singapore

HEADLINES

PROSPECTS

Innovation is crucial to increase value growth in a mature category

Toilet paper continues to enjoy the highest demand

Price sensitivity in toilet paper

COMPETITIVE LANDSCAPE

Kimberly-Clark continues to lead retail tissue

Private label caters to cost-savvy individuals

New product launches from both brands and private label

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Singapore

HEADLINES

PROSPECTS

Towels remains the most popular category in sanitary protection

Innovation continues in towels

The shift in demand from scented towels to organic alternatives

COMPETITIVE LANDSCAPE

Laurier continues to lead towels and overall sanitary protection

Organic brands are entering the market

Going beyond organic

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 50 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Singapore

HEADLINES

PROSPECTS

The development of features in general purpose wipes continues

Specific wipes see low demand...

...but opportunities remain

COMPETITIVE LANDSCAPE

Private label is popular in general purpose wipes

Beiersdorf continues to lead in a highly fragmented environment

Innovation to try and stimulate sales

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Singapore

New Report Guarantee

Executive Summary

New Report Guarantee

Changing demographics continue to shape demand

Private label lines continue to be well-received

International players dominate

Internet retailing experiences strong growth

Value growth will be driven by new product innovations and premiumisation

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

Changing demographics continue to shape demand

Private label lines continue to be well-received

International players dominate

Internet retailing experiences strong growth

Value growth will be driven by new product innovations and premiumisation

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Singapore

HEADLINES

PROSPECTS

Price wars in AFH tissue

Positive outlook for AFH adult incontinence

COMPETITIVE LANDSCAPE

Kimberly-Clark continues to lead AFH tissue and hygiene

Manufacturers continue to bid for tenders

CATEGORY DATA

Nappies/Diapers/Pants in Singapore

HEADLINES

PROSPECTS

Value growth continues due to premiumisation

The marketing of baby products starts early

The importance of mother and baby communities

COMPETITIVE LANDSCAPE

Unicharm Corp continues to lead

Premiumisation is seen...

...but affordable options remain crucial

CATEGORY DATA

Retail Adult Incontinence in Singapore

HEADLINES

PROSPECTS

The ageing population continues to spur demand

More education is needed to change perceptions of adult incontinence

Players extend their portfolios due to the growth potential

COMPETITIVE LANDSCAPE

Essity dominates retail adult incontinence

Tena maintains its lead due to its wide portfolio

A growing number of affordable alternatives in adult incontinence

CATEGORY DATA

Retail Tissue in Singapore

HEADLINES

PROSPECTS

Innovation is crucial to increase value growth in a mature category

Toilet paper continues to enjoy the highest demand

Price sensitivity in toilet paper

COMPETITIVE LANDSCAPE

Kimberly-Clark continues to lead retail tissue

Private label caters to cost-savvy individuals

New product launches from both brands and private label

CATEGORY DATA

Sanitary Protection in Singapore

HEADLINES

PROSPECTS

Towels remains the most popular category in sanitary protection

Innovation continues in towels

The shift in demand from scented towels to organic alternatives

COMPETITIVE LANDSCAPE

Laurier continues to lead towels and overall sanitary protection

Organic brands are entering the market

Going beyond organic

CATEGORY DATA