Tissue and Hygiene in Myanmar

Inflationary pressures, a lingering consequence of the 2021 coup in Myanmar, continued to shape economic conditions in 2024. The Asian Development Bank forecasted inflation at approximately 20.7%, with the Myanmar Kyat experiencing sharp depreciation against major currencies such as the US dollar. This currency instability made imports more expensive, fuelling inflation and leading to price increases across multiple categories, including tissue and hygiene.

Euromonitor International's Tissue and Hygiene in Myanmar 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 Myanmar
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN MYANMAR
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
CHART 1 Tissue and Hygiene: Convenience Store
CHART 2 Tissue and Hygiene: Supermarket
CHART 3 Tissue and Hygiene: Small local grocer
CHART 4 Tissue and Hygiene: Small local grocer
MARKET DATA
Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
MENSTRUAL CARE
Key Data Findings
2024 Developments
Rising awareness, distribution expansion, and affordability drive growth
Unicharm dominates the competitive landscape, while Pyo May gains traction through digital engagement
Traditional retail remains the primary distribution channel, while convenience stores and e-commerce expand
Prospects and Opportunities
Marketing and distribution expansion to support sustained market growth
E-commerce growth remains sluggish due to social stigma
Innovations in absorbency technology to enhance product performance
Category Data
Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS
Growth driven by rising hygiene awareness and distribution expansion
Unicharm maintains leadership, while Lebay gains momentum in the premium segment
Baby and child specialist retailers lead distribution, while pharmacies expand into regional markets
Slower growth anticipated as rising prices impact affordability
Social media and e-commerce to drive purchasing decisions
Product innovation focused on comfort and flexibility
Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE
Growth driven by an ageing population and increasing consumer awareness
Unicharm retains leadership, while Certainty gains market share through innovation
Pharmacies dominate distribution, while supermarkets experience slow expansion
Expanding consumer base to drive long-term market growth
E-commerce remains a minor channel, with limited potential for rapid expansion
Innovation focused on ease of use and convenience
Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES
Rising demand for functional wipes and antibacterial variants among urban consumers
Market fragmentation and the emergence of mid-range and budget brands
Traditional trade dominates sales, while convenience stores and e-commerce expand
Price sensitivity in rural areas expected to impact sales growth
E-commerce expansion to introduce greater product variety
Innovation in formulation and ingredient preferences to shape future trends
Table 28 Retail Sales of Wipes by Category: Value 2019-2024
Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
Rising production costs drive price increases while facial tissues dominate demand
Special Manufacturing Co leads, while Smile brand gains market share through affordability
Traditional trade leads sales, while convenience stores and e-commerce expand their reach
Steady demand for tissue products in urban households despite economic pressures
Convenience stores and mini-marts to play a larger role in distribution
Innovation in sustainable tissue production to gain momentum
Table 34 Retail Sales of Tissue by Category: Value 2019-2024
Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
Growth in away-from-home tissue driven by tourism recovery and expanding foodservice sector
Price-sensitive consumers prioritise affordability over product innovation
Product innovation focuses on quality improvement in away-from-home tissue
Expansion of away-from-home tissue usage in foodservice and commercial establishments
Expansion of distribution channels, including B2B and e-commerce
Sustainability trends drive demand for eco-friendly away-from-home tissue products
Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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