Competitive Landscape
Unicharm Continues to Dominate but Sees a Declining Share Due to Rising Competition
Nappies/diapers/pants in Thailand remains highly concentrated, with Unicharm Thailand Co Ltd (MamyPoko) and DSG International (Thailand) Plc (Babylove) together accounting for 84% of retail value sales in 2025. Unicharm led with a 51% share, while DSG held 33%.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Thailand 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 Nappies/Diapers/Pants industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in Thailand 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 Nappies/Diapers/Pants in Thailand?
- Which are the leading brands in Nappies/Diapers/Pants in Thailand?
- How are products distributed in Nappies/Diapers/Pants in Thailand?
- 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Thailand - Category analysis
Key Data Insights
Solid Value Growth as Premiumisation Continues to Advance
Solid Value Growth as Premiumisation Continues to Advance
Leading Brands Drive a Shift to Disposable Pants and Higher Value
Mamypoko Tape Organic Attracts Eco-Conscious Parents with Cleaner Materials
Parents Likely to Prioritise Softness and Eco-Features, Driving Value
Digital-First Strategies Set to Deepen Shopper Loyalty and Boost Premium Launches
Sustainability to Move From Niche to Mainstream among Urban Families
Unicharm Continues to Dominate but Sees a Declining Share Due to Rising Competition
Hypermarkets Continues to Dominate Due to Convenience and a Wide Product Range
Shopee Mall and Tiktok Shop Accelerate Digital Sales Growth
Tissue and Hygiene in Thailand - Industry Overview
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Key Data Insights
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Cellox’S Premium Launch Highlights the Premiumisation Trend
Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines
Thai Consumers Likely to Embrace Premium Products for Comfort and Value
Ageing Population to Drive Rapid Gains in Adult Incontinence
Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases
Although the Top Three Players Remain Dominant, the Competition Heats up
Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value
Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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