Tissue and hygiene in 2024: The big picture
In 2024, tissue and hygiene in Laos experienced significant value growth, driven by several factors. Rising disposable incomes, the gradual expansion of the middle class, and improved hygiene and sanitation practices contributed to increased sales.
2024 key trends
In 2024, rising living costs prompted consumers to prefer more affordable alternatives over well-known international brands. According to a survey conducted by the World Bank in June 2023, 54% of respondent households reported that their nominal income had remained stable or declined, implying a significant fall in real incomes.
Competitive landscape
Unicharm Corp remained the leading company in tissue and hygiene in 2024, while being the most dynamic player. Together with its subsidiary, DSG International Ltd, Unicharm offers a diverse portfolio of brands and an extensive range of products across various categories.
Retail developments
Consumers in urban areas primarily purchase tissue and hygiene products from convenience stores, hypermarkets and supermarkets, which are popular distribution channels due to the wide variety of products available. In 2024, hypermarkets was the leading distribution channel for tissue and hygiene, also improving its share.
What next for tissue and hygiene?
Sales of tissue and hygiene products are expected to experience double-digit retail value growth during the forecast period. This positive trend will be fuelled by the strengthening economy, rising disposable incomes, increased hygiene and sanitation awareness, and improved product knowledge through targeted marketing and educational initiatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Laos 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Laos, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Laos 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 Tissue and Hygiene in Laos?
- Which are the leading brands in Tissue and Hygiene in Laos?
- How are products distributed in Tissue and Hygiene in Laos?
- 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Laos
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Key Data Findings
2024 Developments
Urbanisation and rising availability drives growth for menstrual care
Unicharm Corp improves its lead, offering the established Sofy brand
Hypermarkets lead distribution as consumers appreciate competitive pricing
Prospects and Opportunities
Positive growth is set to be driven by rising disposable incomes and government educational programs
Competitive pricing and reduced delivery fees could support growth for retail e-commerce
High-income consumers are set to drive growth for specialised, eco-friendly products
Category Data
Key Data Findings
2024 Developments
Ease of use and convenience supports sales among urban families
Unicharm's MamyPoko retains its lead while BabyLove focuses on its promotional efforts
Modern retail stores offer e-commerce platforms, driving growth in online sales
Prospects and Opportunities
While rising urbanisation will support sales, volume is set to be challenged by the declining fertility rate
Higher costs and a limited variety of brands will continue to be barriers to growth for e-commerce
Comfort, absorption and plant-based ingredients may increase appeal among high income consumers
Category Data
Key Data Findings
2024 Developments
Positive growth is driven by rising awareness, however, high prices remain a barrier
Unicharm Corp improves it lead, offering established brand Certainty
Hypermarkets lead sales while modern retail outlets offer e-commerce platforms
Prospects and Opportunities
The ageing population and increase in mid and high-income households is set to drive growth
Retail e-commerce holds strong growth potential, however, price point will be key
Cost-effective products would widen the consumer base and support growth
Category Data
2024 Developments
Demand for wipes is largely limited to high-income urban dwellers
Unicharm and Johnson & Johnson benefit from established reputations within baby care
Modern grocery retailers and mother-and-baby specialist stores remain key distributers for wipes
Prospects and Opportunities
Demand is expected to be driven by versatility, and rising awareness among high-income consumers
The expansion of retail e-commerce platforms may support online sales of wipes
Opportunities for growth exist within intimate wipes and moist toilet wipes
Category Data
Key Data Findings
2024 Developments
Volume growth is driven by hygiene awareness, versatility and affordability
Berli Jucker PCL retains its lead, with a strong focus on online and offline marketing
Small local grocers dominate distribution while modern grocery retailers gain ground
Prospects and Opportunities
Improvements in water, hygiene and sanitation will support forecast sales of retail tissue
A social media and e-commerce presence could support sales of smaller retail tissues brands
Biodegradable toilet paper and facial tissues have opportunities to expand among higher-income consumers
Category Data
Key Data Findings
2024 Developments
International brands in foodservice and the hotel sector, support growth for AFH tissue
Sales of AFH adult incontinence is limited as retail products are bought into care facilities
Berli Jucker PCL retains its lead, while competition from Chinese brands rises
Prospects and Opportunities
Rising tourism is expected to support sales of away-from-home tissue and hygiene products
B2B contracts will be key for distribution, however smaller AFH facilities will continue to buy from retail
Sustainability may challenge sales of AFH paper towels, napkins, and tablecloths
Category Data
The following categories and subcategories are included:
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
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-
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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-
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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-
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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