Tissue and hygiene in 2024: The big picture
Inflationary pressures, a lingering consequence of the 2021 coup in Myanmar, continued to shape economic conditions in 2024. The Asian Development Bank forecasted inflation at approximately 20.
2024 key trends
Retail tissue continues to dominate the category in 2024, as demand remains consistent due to its essential role in daily hygiene across different demographic groups. Facial tissues, in particular, have driven growth, with local brands leveraging their pricing advantage over imported alternatives.
Competitive landscape
Unicharm Corporation remains the leading player in tissue and hygiene in Myanmar in 2024, with flagship brands such as Sofy Eva, MamyPoko, and Lifree dominating the menstrual care, nappies/diapers/pants, and adult incontinence segments, respectively. Strong brand loyalty and extensive retail distribution have reinforced Unicharm’s market share, keeping it at the forefront of category sales.
Retail developments
Despite the growing presence of modern retail formats such as supermarkets and convenience stores, traditional trade outlets continue to be the leading distribution channel for tissue and hygiene products. These outlets require lower investment than modern retail setups, allowing them to expand rapidly across both urban and rural areas.
What next for tissue and hygiene?
While Myanmar’s volatile economic and political landscape continues to pose challenges for imported tissue and hygiene brands, local manufacturers and foreign companies that produce domestically are well-positioned to maintain market growth. Their ability to offer competitively priced, value-for-money products gives them a strong advantage in an uncertain economic climate.
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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
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
Rising awareness, distribution expansion, and affordability drive growth
Unicharm dominates the competitive landscape, while Pyo May gains traction through digital engagement
Traditional retail remains the primary distribution channel, while convenience stores and e-commerce expand
Prospects and Opportunities
Marketing and distribution expansion to support sustained market growth
E-commerce growth remains sluggish due to social stigma
Innovations in absorbency technology to enhance product performance
Category Data
Key Data Findings
2024 Developments
Growth driven by rising hygiene awareness and distribution expansion
Unicharm maintains leadership, while Lebay gains momentum in the premium segment
Baby and child specialist retailers lead distribution, while pharmacies expand into regional markets
Prospects and Opportunities
Slower growth anticipated as rising prices impact affordability
Social media and e-commerce to drive purchasing decisions
Product innovation focused on comfort and flexibility
Category Data
Key Data Findings
2024 Developments
Growth driven by an ageing population and increasing consumer awareness
Unicharm retains leadership, while Certainty gains market share through innovation
Pharmacies dominate distribution, while supermarkets experience slow expansion
Prospects and Opportunities
Expanding consumer base to drive long-term market growth
E-commerce remains a minor channel, with limited potential for rapid expansion
Innovation focused on ease of use and convenience
Category Data
Key Data Findings
2024 Developments
Rising demand for functional wipes and antibacterial variants among urban consumers
Market fragmentation and the emergence of mid-range and budget brands
Traditional trade dominates sales, while convenience stores and e-commerce expand
Prospects and Opportunities
Price sensitivity in rural areas expected to impact sales growth
E-commerce expansion to introduce greater product variety
Innovation in formulation and ingredient preferences to shape future trends
Category Data
Key Data Findings
2024 Developments
Rising production costs drive price increases while facial tissues dominate demand
Special Manufacturing Co leads, while Smile brand gains market share through affordability
Traditional trade leads sales, while convenience stores and e-commerce expand their reach
Prospects and Opportunities
Steady demand for tissue products in urban households despite economic pressures
Convenience stores and mini-marts to play a larger role in distribution
Innovation in sustainable tissue production to gain momentum
Category Data
Key Data Findings
2024 Developments
Growth in away-from-home tissue driven by tourism recovery and expanding foodservice sector
Price-sensitive consumers prioritise affordability over product innovation
Product innovation focuses on quality improvement in away-from-home tissue
Prospects and Opportunities
Expansion of away-from-home tissue usage in foodservice and commercial establishments
Expansion of distribution channels, including B2B and e-commerce
Sustainability trends drive demand for eco-friendly away-from-home tissue products
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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- 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
-
- 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
-
-
- 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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