Competitive Landscape
Fairprice and Kleenex Defend Their Leadership with Competitive Pricing and Trust
Retail tissue in Singapore in 2025 is moderately concentrated, with the top company, Kimberly-Clark (S) Pte Ltd, holding a 22% value share and the next leading player, NTUC FairPrice Co-operative Pte Ltd, capturing a 16% value share. The remaining notable players, such as Universal Sovereign Trading Pte Ltd (11%), Onwards Paper Products (S) Pte Ltd (8%), and Tipex Trading Pte Ltd (6%), each hold significantly smaller shares.
Innovation Pause Creates Open Field for Brand Builders
No significant mergers or acquisitions took place in 2025, and none are anticipated for 2026, according to the available data. Additionally, there were no notable or innovative product launches seen in 2025 or planned for the near term.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue 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 Retail Tissue in Singapore?
- Which are the leading brands in Retail Tissue in Singapore?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Singapore - Category analysis
Key Data Insights
Search for Convenience and Sustainability Drives Innovation
Search for Convenience and Sustainability Drives Innovation
Toilet Paper Remains Essential While Paper Towels Meet Demand for Convenience
Sustainability Credentials Win over Online Shoppers Seeking Quality and Eco Benefits
Kleenex and Green Soul Boost Loyalty by Fusing Comfort and Eco Claims
Fairprice and Lazada Drive Digital-First Habits with Bulk Deals and Subscriptions
Fairprice and Kleenex Defend Their Leadership with Competitive Pricing and Trust
Innovation Pause Creates Open Field for Brand Builders
Supermarkets Retain Shopper Loyalty as E-Commerce Continues to Accelerate
Lazada and Fairprice Boost Online Sales with Bundles and Sustainability Claims
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:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why 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 Retail Tissue research and analysis database.
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