Tissue and hygiene in 2024: The big picture
Retail tissue sales in Malaysia 2024 slowed slightly compared to the previous year, as the effect of inflation has begun to subside, and prices have stabilised. A civil servant salary increase of more than 13%, that began in December 2024, is likely to boost local consumer spending by improving purchasing power; however, the impact will only become evident from 2025 onwards.
2024 key trends
Menstrual care remained the largest category within overall tissue and hygiene in 2024, buoyed by heightened hygiene awareness. Menstrual care recorded both volume and current value sales growth throughout the year.
Competitive landscape
Vinda remained the leading company in tissue and hygiene overall in 2024, seeing further growth during the year. It has a broad portfolio spanning multiple categories, including Vinda Deluxe in premium facial tissue, toilet paper, and kitchen towels, as well as the super-premium Vinda Prestige range and Tempo.
Retail developments
Among store-based retailers, convenience stores led sales, with 99 Speedmart leading the channel thanks to its expansive network of 2,697 outlets across the country and generally lower prices than hypermarkets and supermarkets. Many consumers have shifted their shopping preferences towards smaller local convenience stores instead of larger formats.
What next for tissue and hygiene?
Sales in tissue and hygiene are set to continue rising in Malaysia throughout the forecast period, although competitive pricing will be a crucial factor in consumer spending decisions. This environment may disadvantage local producers like Nibong Tebal Paper Mill, particularly in highly competitive segments such as facial tissue and toilet paper.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Tissue and Hygiene in Malaysia?
- How are products distributed in Tissue and Hygiene in Malaysia?
- 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 Malaysia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Malaysia
KEY DATA FINDINGS
Economic recovery boosts category growth in 2024
Ageing population drives demand in AFH hygiene
Investment in innovation caters to Malaysia’s rapidly expanding elderly demographic
Further growth in tourism and foodservice sectors will support demand for AFH tissue and hygiene products
Horeca as leading channel in AFH tissue categories, with growth spurred by food delivery services
Viral bottom-pull hanging tissue trend likely to expand, while Kimberley-Clark will remain on top
Retail Adult Incontinence in Malaysia
KEY DATA FINDINGS
Malaysia’s ageing population supports growth
Vinda secures leading position through extensive
Though e-commerce continues to rise, store-based retailers lead sales in 2024
Opportunities for growth and development supported by growing older generation
E-commerce growth to be driven by younger spenders, while elderly consumers will remain loyal store-based shoppers
New product offerings cater to expanding elderly demographic
Nappies/Diapers/Pants in Malaysia
KEY DATA FINDINGS
Growth supported by shift to disposable pants in 2024
Young parents value affordable products of good quality
Store-based retail remains key, with e-commerce expanding
Declining birth rates and fertility rates to stall growth for nappies/diapers/pants
Online sales campaigns to aid growth through favourable pricing strategies
New diapers launches emphasise superior comfort and premium materials
Menstrual Care in Malaysia
KEY DATA FINDINGS
Affordability contributes to growth in standard towels
Kimberly-Clark and Kotex maintain overall leadership
Store-based retail leads distribution, while e-commerce rises rapidly
Improved living standards and hygiene awareness to aid category growth
E-commerce offers attract through favourable prices as promotions continue to push sales
Sanitary pad packaging with Braille labels serves visually impaired consumers, while natural and organic trends accelerate within menstrual care
Wipes in Malaysia
KEY DATA FINDINGS
Rising hygiene awareness prompts increased consumer spending on wipes products
Leading brand Pureen attracts through affordability
Retail sales remain dominated by store-based channels, with e-commerce rising rapidly
Rising demand for multifunctional baby wipes will inform innovation
E-commerce expansion will support further growth for wipes
Wipes faces growing competition from innovative tissue products
Retail Tissue in Malaysia
KEY DATA FINDINGS
Steady demand aids growth for retail tissue in Malaysia in 2024
Consumers seek premium tissue products
Store-based distribution trumps e-commerce sales, though e-commerce channel wins in terms of growth
Strong price competition among brands to lead to slowed value growth
E-commerce will help to sustain overall sales for retail tissue during forecast period
Success of recent launches likely to prompt increased investment in innovation
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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- 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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- 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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- 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
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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)
-
-
- 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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- 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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