Wipes in Malaysia

PROSPECTS

Home care wipes and floor cleaning systems the way forward

The busy lifestyles of urban consumers are driving demand for dry electro-static wipes and home care wipes. Rising disposable incomes among Malaysians has drawn their attention to disposable wipes.

Personal wipes gains in popularity amid rising hygiene awareness

With the rise in infectious diseases such as influenza and hand, food and mouth disease over the years, consumers are becoming increasingly conscious of personal hygiene. This leads to demand for baby wipes as well as general purpose wipes.

COMPETITIVE LANDSCAPE

International players lead

Summit Co (M) leads personal wipes its well-known Pureen brand. Covering a wide range of wipes, Pureen has helped secure Summit Co (M)’s position in overall wipes.

Private label offers affordability

As the major players offer a wide range of products, private label offers affordability with competitive pricing. Price-sensitive consumers often opt for lower-priced general purpose wipes which do the job well.

International brands innovate

On the other hand, international baby wipes brands continue to innovate with a variety of product features which are safe for babies in response to parents’ growing concerns about the harmful effects of chemical ingredients in baby wipes. While premium organic products entered the Malaysian market during the review period, it is safe to say that these green products are yet to gain traction due to premium pricing.

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