Competitive Landscape
Summit Co (M) Sdn Bhd Maintains Dominance by Targeting Price-Sensitive Shoppers
Wipes remains a highly concentrated space in Malaysia, with Summit Co (M) Sdn Bhd holding a 38% value share in 2025. Summit Co has gained ground over the review period, reflecting its steady growth in sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Malaysia 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.
If you're in the Wipes industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Malaysia 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 Wipes in Malaysia?
- Which are the leading brands in Wipes in Malaysia?
- How are products distributed in Wipes in Malaysia?
- 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Malaysia - Category analysis
Key Data Insights
Affordability Is Principal Driver as Price Is Key to Purchasing Decisions
Affordability Is Principal Driver as Price Is Key to Purchasing Decisions
Players Respond to Need for Convenience and Value-Driven Demand
Retail E-Commerce Plays Key Role in Wipes Category
Chinese Imported Wipes Reshape Pricing and Product Standards
Premiumisation Trend to Gain Traction as Parents Prioritise Quality and Safety
Multifunctionality Drives New Competitive Advantages
Summit Co (M) Sdn Bhd Maintains Dominance by Targeting Price-Sensitive Shoppers
Health and Beauty Specialists Win Parent Loyalty with Expert Advice
Imported Brands Boost E-Commerce Growth with Low Prices
Tissue and Hygiene in Malaysia - Industry Overview
Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Key Data Insights
Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers
Bottom-Pull Tissues Deliver Convenience for Consumers
Kimberly-Clark Leverages E-Commerce and Seasonal Deals to Reshape Buying Habits
Premiumisation to Gain Traction as Population Growth Drives Volume
Ageing Demographic to Drive Retail Adult Incontinence Growth
New Launches to Expand Usage Occasions
High Degree of Concentration Is Shaped by Distribution Strategies
Tissue and Hygiene Sees a Raft of Launches in 2025
Grocery Retailers Sustain Dominance as E-Commerce Accelerates Value Growth
Lazada, Shopee, and Tiktok Support Growth of Retail E-Commerce
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 report originates from Passport, our Wipes research and analysis database.
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