In 2025, away-from-home tissue and hygiene in Singapore recorded moderate value growth, supported by premiumisation trends and a focus on operational efficiency within hospitality, corporate, and institutional settings. Total value reached SGD201 million, up 4% over the previous year. This performance reflects the influence of the premium solutions that are being adopted by hotels, new commercial spaces, and expanding healthcare infrastructure, as well as the continued recovery in tourism and ec
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Singapore 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 Away-From-Home Tissue and Hygiene industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Singapore 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 Away-From-Home Tissue and Hygiene in Singapore?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Singapore?
- How are products distributed in Away-From-Home Tissue and Hygiene in Singapore?
- 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 Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Singapore - Category analysis
Key Data Insights
Focus Falls on Premiumisation and Smart Technology
Focus Falls on Premiumisation and Smart Technology
Kleenex and Kimberly-Clark Drive Sustainable Innovation
Smartfit Launch Accelerates Adoption of Iot-Enabled Hygiene Solutions
Smart Adult Diaper Trials Transform Patient Care and Operational Models
Hotels Boost Premium Tissue Demand as Tourism Returns to Pre-Pandemic Levels
Local Spending in Hospitality Sustains Horeca Leadership
Tissue and Hygiene in Singapore - Industry Overview
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Key Data Insights
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Beautex and Ntpm Accelerate Demand with Sustainable and Convenient Innovations
Private Label Is Becoming More Sophisticated
Brands Invest in Ultra-Soft Designs as Comfort Sets New Benchmarks
Eco-Friendly Launches Gain Traction as Green Credentials Become the Norm
Digital Convenience and E-Commerce Reshape Shopper Habits and Competition
Kimberly-Clark and Unicharm Sustain Lead as Emerging Brands Gain Ground
Purpose-Led Brands Drive Momentum
Supermarkets Retain Dominance as Shoppers Value Bulk and Choice
E-Commerce Accelerates with Digital Value Bundles and Privacy
Online Exclusives and Digital Services Reshape Brand Competition
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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