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Consumers Shift to Lowest-Cost Products as Inflation Erodes Spending Power
Tissue and hygiene in Myanmar in 2025 demonstrated a marked departure from regional dynamics, with the environment shaped by acute economic instability, double-digit inflation, and sustained currency devaluation. Together, these factors have drastically eroded purchasing power and are pushing consumers to prioritise affordability above all else. Unlike neighbouring markets that have benefited from premiumisation and innovation, Myanmar’s landscape is characterised by consumers overwhelmingly downgrading to basic, low-cost products and single-unit packs, driving nominal retail value to MMK1,232.8 billion, yet with real value growth suppressed and the mass market locked in hygiene poverty. The continued dominance of traditional trade, coupled with the minimal impact of digital channels due to infrastructure and regulatory constraints, underscores a landscape where the ability to deliver accessible essentials and maintain robust, localised supply chains is central to performance. For brands, long-term opportunity hinges on a dual strategy: aggressive cost containment and targeted supply resilience for the mass consumer, balanced with selective innovation and premium features for a narrow urban base, as overall demand remains highly sensitive to price, with volume growth in nappies and wipes reflecting both demographic and economic realities.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Myanmar 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 Myanmar, 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 Myanmar 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 Myanmar?
- Which are the leading brands in Tissue and Hygiene in Myanmar?
- How are products distributed in Tissue and Hygiene in Myanmar?
- 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 Myanmar
Consumers Shift to Lowest-Cost Products as Inflation Erodes Spending Power
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Consumers Shift to Lowest-Cost Products as Inflation Erodes Spending Power
Nappies and Diapers Drive Sales as Affordable Brands Expand Reach
Shwe Responds to Hygiene Poverty with Accessible Innovation
Chart 2 Shwe Wipe Tissue: Targeting on-thego hygiene
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Urban Brands Expected to Launch Smaller Packs as Affordability Trumps Innovation
General Trade Leaders Set to Secure Supply as Import Volatility Persists
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Mycare Unicharm Leverages Affordability and Market Penetration to Sustain Leadership
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Small Local Grocers Extend Reach as Affordability Drives Purchasing
Internet Disruptions Undermine E-Commerce as Consumers Rely on Physical Stores
Chart 9 Retail Channels 2020-2025
Chart 10 Economic Context for Tissue and Hygiene
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Tissue and Hygiene
Chart 14 Population 2020-2030
Chart 15 Consumer Expenditure 2020-2030
Chart 16 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Myanmar
Key Data Insights
Value Growth Surges as Commercial Demand Expands
Value Growth Surges as Commercial Demand Expands
Shwe and Smile Adapt Product Strategy to Affordability and B2b Value
Chart 17 Local Away-From-Home Tissue Player Shwe Focuses on Affordability and Quality
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Cash-And-Carry Expansion Set to Shift Purchasing to High-Volume Value
Makro and Modern Wholesale Formats Set to Capture Time-Sensitive Operational Spend
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Traditional Distributors Pivot to Cash-And-Carry for Higher Operational Efficiency
Chart 22 Retail Channels 2020-2025
Chart 23 Economic Context for Away-From-Home Tissue and Hygiene
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 27 Population 2020-2030
Chart 28 Consumer Expenditure 2020-2030
Chart 29 Population by Generation 2025
Retail Adult Incontinence in Myanmar
Key Data Insights
Comfree Introduces Budget Range as Price Sensitivity Accelerates Value Shift
Comfree Introduces Budget Range as Price Sensitivity Accelerates Value Shift
Moderate and Heavy Products Dominate as Supply Bottlenecks Limit Choice
Premium Wellness Features Prove Popular among Caregivers Willing to Trade up for Skin Safety
Chart 30 Value Sales 2020-2030
Chart 31 Volume Sales 2020-2030
Chart 32 Value Sales by Category 2025
Import Policy Decisions Set to Determine Recovery Pace for Essential Users
Moderate and Heavy Lines Expected to Retain Dominance as Supply Shapes Demand
Affordability and Supply Access Set to Shape Wellness and Localisation Trends
Chart 33 Forecast Value Sales 2020-2030
Chart 34 Forecast Value Sales by Category 2025-2030
Mycare Unicharm Responds to Affordability Pressures and Solidifies Leadership
Chart 35 Company Shares 2025
Chart 36 Brand Shares 2025
Hypermarkets Dominate, Pharmacies Retain Trust as E-Commerce and Supermarkets Expand
Chart 37 Retail Channels 2020-2025
Chart 38 Economic Context for Retail Adult Incontinence
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Consumer Context for Retail Adult Incontinence
Chart 42 Population 2020-2030
Chart 43 Consumer Expenditure 2020-2030
Chart 44 Population by Generation 2025
Nappies/Diapers/Pants in Myanmar
Key Data Insights
Unidry Captures Price-Conscious Families as Economic Hardship Drives Demand for Affordable Options
Unidry Captures Price-Conscious Families as Economic Hardship Drives Demand for Affordable Options
Chart 45 UniDry Markets Affordable Products to Price-Sensitive Consumers
Disposable Pants Outpace Traditional Nappies in Terms of Volume Growth as Families Seek Time-Saving Convenience
Interest in Clean Wellnes Grows as Parents Demand Non-Toxic Solutions
Chart 46 Value Sales 2020-2030
Chart 47 Volume Sales 2020-2030
Chart 48 Value Sales by Category 2025
Unidry’S Value Play Set to Expand Reach as Poverty Persists
Bairlay and Smaller Digital Brands Projected to Disrupt with New Routes to Parents
Premiumisation Set to Wins Urban Parents by Proving Clean Wellness Claims
Chart 49 Forecast Value Sales 2020-2030
Chart 50 Forecast Value Sales by Category 2025-2030
Kumo Capitalises on Mamypoko’S Supply Issues to Narrow the Gap
Chart 51 Company Shares 2025
Chart 52 Brand Shares 2025
Baby and Child Specialists Grow Reach with New Regional Outlets
Hypermarkets and Supermarkets Retain Share as E-Commerce Remains Marginal
Chart 53 Retail Channels 2020-2025
Chart 54 Economic Context for Nappies/Diapers/Pants
Chart 55 Real Gdp Growth 2020-2030
Chart 56 Inflation 2020-2030
Chart 57 Consumer Context for Nappies/Diapers/Pants
Chart 58 Population 2020-2030
Chart 59 Consumer Expenditure 2020-2030
Chart 60 Population by Generation 2025
Menstrual Care in Myanmar
Key Data Insights
Blue Girl Expands Affordable Options as Price Sensitivity Intensifies
Blue Girl Expands Affordable Options as Price Sensitivity Intensifies
Chart 61 New Entrant Blue Girl Offers Affordable Menstrual Care
Blue Queen Addresses Inclusion with Ultra-Long Pads for Fuller Bodies
Pyo May’S Ultra-Slim Pads Win with Comfort-Driven Innovation
Chart 62 Value Sales 2020-2030
Chart 63 Volume Sales 2020-2030
Chart 64 Value Sales by Category 2025
Households Expected to Shift to Lowest-Cost Towels as Incomes Stagnate
Disposable Period Pants Expected to Gain Pace but Remain Niche as Price Limits Adoption
Chart 65 Forecast Value Sales 2020-2030
Chart 66 Forecast Value Sales by Category 2025-2030
Mycare Unicharm Sustains Dominance by Balancing Affordability and Innovation
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Small Local Grocers Drive Affordable Access and Reach
E-Commerce Expands Access as Shoppers Seek Privacy and Innovation
Chart 69 Retail Channels 2020-2025
Chart 70 Economic Context for Menstrual Care
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Consumer Context for Menstrual Care
Chart 74 Population 2020-2030
Chart 75 Consumer Expenditure 2020-2030
Chart 76 Population by Generation 2025
Wipes in Myanmar
Key Data Insights
Baby Angels Sets Affordability Benchmark as Value Brands Expand Reach
Baby Angels Sets Affordability Benchmark as Value Brands Expand Reach
Chart 77 New Entrant Baby Angels Focuses on Affordability
Shwe Accelerates Daily Use as Convenience Affects Buying Habits
Baby Moby’S Clean Wellness Focus Lifts Premium Appeal in Hygiene
Chart 78 Value Sales 2020-2030
Chart 79 Value Sales by Category 2025
Budget-Focused Launches in Traditional Trade Set to Unlock New User Growth
Personal Wipes Projected to Maintain Dominance as Functional Innovation Attracts Premium Spenders
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Mycare Unicharm Sustains Leadership as Farlin Maintains Share through Affordability
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Grocery Retail Secures Wide Reach as Supermarkets Expand Value
Impulse Buying and Local Access Limit Online Gains for Wipes
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Wipes
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Wipes
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Retail Tissue in Myanmar
Key Data Insights
Budget Brands Leverage Affordability Focus to Grow Sales and Capture Volume
Budget Brands Leverage Affordability Focus to Grow Sales and Capture Volume
Toilet Paper Maintains Lead as Facial Tissue Gains on Convenience Trend
Smile and Shwe Drive Innovation and Affordability to Meet Shifting Demand
Chart 92 Smile Launches Bamboo Paper Tissue
Chart 93 Value Sales 2020-2030
Chart 94 Volume Sales 2020-2030
Chart 95 Value Sales by Category 2025
Convenience Retailers Set to Accelerate Growth as Price Sensitivity Persists
Toilet Paper Set to Retain Lead While Paper Towels Outpace in Growth
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Snow White Strengthens Lead as Local Loyalty Endures
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Traditional Stores Anchor Tissue Sales as Modern Retail Expands
Physical Shops Hold Ground as Online Tissue Sales Stall
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Retail Tissue
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Retail Tissue
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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
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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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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