Tissue and Hygiene in Malaysia

Retail tissue sales in Malaysia 2024 slowed slightly compared to the previous year, as the effect of inflation has begun to subside, and prices have stabilised. A civil servant salary increase of more than 13%, that began in December 2024, is likely to boost local consumer spending by improving purchasing power; however, the impact will only become evident from 2025 onwards. In demographic terms, population ageing has continued, with those aged 65 years comprising a significant and growing propo...

Euromonitor International's Tissue and Hygiene in Malaysia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Tissue and Hygiene in Malaysia
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN MALAYSIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Affordability contributes to growth in standard towels
Kimberly-Clark and Kotex maintain overall leadership
Store-based retail leads distribution, while e-commerce rises rapidly
PROSPECTS AND OPPORTUNITIES
Improved living standards and hygiene awareness to aid category growth
E-commerce offers attract through favourable prices as promotions continue to push sales
Sanitary pad packaging with Braille labels serves visually impaired consumers, while natural and organic trends accelerate within menstrual care
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth supported by shift to disposable pants in 2024
Young parents value affordable products of good quality
Store-based retail remains key, with e-commerce expanding
PROSPECTS AND OPPORTUNITIES
Declining birth rates and fertility rates to stall growth for nappies/diapers/pants
Online sales campaigns to aid growth through favourable pricing strategies
New diapers launches emphasise superior comfort and premium materials
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Malaysia’s ageing population supports growth
Vinda secures leading position through extensive
Though e-commerce continues to rise, store-based retailers lead sales in 2024
PROSPECTS AND OPPORTUNITIES
Opportunities for growth and development supported by growing older generation
E-commerce growth to be driven by younger spenders, while elderly consumers will remain loyal store-based shoppers
New product offerings cater to expanding elderly demographic
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising hygiene awareness prompts increased consumer spending on wipes products
Leading brand Pureen attracts through affordability
Retail sales remain dominated by store-based channels, with e-commerce rising rapidly
PROSPECTS AND OPPORTUNITIES
Rising demand for multifunctional baby wipes will inform innovation
E-commerce expansion will support further growth for wipes
Wipes faces growing competition from innovative tissue products
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2019-2024
Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Steady demand aids growth for retail tissue in Malaysia in 2024
Consumers seek premium tissue products
Store-based distribution trumps e-commerce sales, though e-commerce channel wins in terms of growth
PROSPECTS AND OPPORTUNITIES
Strong price competition among brands to lead to slowed value growth
E-commerce will help to sustain overall sales for retail tissue during forecast period
Success of recent launches likely to prompt increased investment in innovation
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2019-2024
Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic recovery boosts category growth in 2024
Ageing population drives demand in AFH hygiene
Investment in innovation caters to Malaysia’s rapidly expanding elderly demographic
PROSPECTS AND OPPORTUNITIES
Further growth in tourism and foodservice sectors will support demand for AFH tissue and hygiene products
Horeca as leading channel in AFH tissue categories, with growth spurred by food delivery services
Viral bottom-pull hanging tissue trend likely to expand, while Kimberley-Clark will remain on top
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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