Tissue and Hygiene in Thailand

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
  • Which are the leading brands in Tissue and Hygiene in Thailand?
  • How are products distributed in Tissue and Hygiene in Thailand?
  • 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?
Download Table of Contents

Tissue and Hygiene in Thailand

Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Thailand

KEY DATA FINDINGS

Further growth momentum for AFH adult incontinence in 2022
Reopening of Thailand and return of tourism positively impact demand for away-from-home tissue in 2022
Major retail players also dominate the AFH competitive environment
Strong growth momentum for AFH adult incontinence driven by ageing society
Strong recovery for away-from-home tissue in line with boost to inbound tourism and general mobility among local population
Government aims to add value to local tourism industry
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027

Retail Adult Incontinence in Thailand

KEY DATA FINDINGS

Ongoing strong retail volume growth driven by increasingly ageing society
Light adult continence continues to gain ground in Thailand
Dominant player DSG International continues to gain share
Further strong growth for category due to expanding target audience
Light incontinence to become most popular, attracting younger and more mobile consumers as awareness continues to grow
Increasing use of organic products
Table 26 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027

Nappies/Diapers/Pants in Thailand

KEY DATA FINDINGS

Overall demand continues to be driven by disposable pants as birth rate further declines
Rising unit prices encourage consumers to move online or wait for attractive sales promotions
Highly consolidated competitive landscape dominated by Unicharm
Further fall in birth rate will encourage producers to consider expanding and upgrading portfolios
Disposable pants will drive overall category growth in Thailand
Sustainable trend likely to encourage further exploration of organic and natural materials
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027

Sanitary Protection in Thailand

KEY DATA FINDINGS

Controlled prices of essential sanitary protection in Thailand ensure consistent demand
Sustainability concerns drive demand for alternative solutions
Unicharm retains convincing leadership with wide product portfolio and innovation
Further strong demand with players focusing on comfort, efficacy and odour control
Alternative solutions to traditional sanitary protection likely to gain further ground
Sustainable options to be explored by producers to reduce environmental impact
Table 38 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 39 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 40 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 41 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 42 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 43 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 44 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027

Wipes in Thailand

KEY DATA FINDINGS

Category continues to be driven by baby wipes and general purpose wipes
Innovation within wipes to offer parents cooling solution to address fever
Unicharm and Lison Vision retain comfortable leadership of wipes
Solid demand for wipes in the coming years, as urban consumers value convenience and versatility
Sustainability concerns to encourage further innovation and development
Wipes likely to remain underdeveloped in Thailand with limited opportunities for segmentation
Table 45 Retail Sales of Wipes by Category: Value 2017-2022
Table 46 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 48 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 49 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027

Retail Tissue in Thailand

KEY DATA FINDINGS

Solid demand for multipurpose toilet paper, but urban consumers continue to purchase paper towels for kitchen use
Further positive for facial tissues offering versatility
Kimberly-Clark remains clear leader in consolidated competitive landscape
Positive performance predicted, primarily driven by toilet paper
Sustainability concerns offer growth potential for recycled retail tissue
Table 51 Retail Sales of Tissue by Category: Value 2017-2022
Table 52 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 54 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 55 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
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
        • 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
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • 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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