Select Country Report
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Singapore’s tissue and hygiene market demonstrated resilience in 2025 with retail value expanding to SGD392 million, up 2% over the previous year. Growth was supported by an increase in consumer spending and population stability, combined with inflation settling at 0.9%. This created a favourable setting for premium innovation and discretionary upgrades. The emphasis on elevated comfort, eco-friendly materials, and digital convenience underpins ongoing value gains, while evolving shopper priorities are encouraging the adoption of higher-quality, sustainable, and time-saving solutions. To capitalise on this attractive landscape, successful strategies must focus on continual product enhancement, visible ESG commitments, and optimised digital engagement to address the growing demand for premium, sustainable, and efficient tissue and hygiene experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
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 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 Tissue and Hygiene 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 Tissue and Hygiene in Singapore?
- Which are the leading brands in Tissue and Hygiene in Singapore?
- How are products distributed in Tissue and Hygiene 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 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 Singapore
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Chart 2 Kao’S 2025 Launch of Laurier Super Slimguard Demonstrates Rising Premium Demand
Beautex and Ntpm Accelerate Demand with Sustainable and Convenient Innovations
Chart 3 NTPM Advances Sustainable Tissue Production
Private Label Is Becoming More Sophisticated
Chart 4 Private label Offers More than Just Low Prices
Chart 5 Value Sales of Tissue and Hygiene 2020-2030
Chart 6 Value Sales of Tissue and Hygiene by Category 2025
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
Chart 7 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 8 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Kimberly-Clark and Unicharm Sustain Lead as Emerging Brands Gain Ground
Chart 9 Analyst Insight for Tissue and Hygiene
Purpose-Led Brands Drive Momentum
Chart 10 Company Shares of Tissue and Hygiene 2025
Chart 11 Brand Shares of Tissue and Hygiene 2025
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
Chart 12 Retail Channels for Tissue and Hygiene 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Singapore
Key Data Insights
Focus Falls on Premiumisation and Smart Technology
Chart 20 Key Industry Trends Away-from-Home
Focus Falls on Premiumisation and Smart Technology
Chart 21 Sustainability Trend in Singapore’S Afh Tissue Market Driven by Kimberly-Clark’S Initiatives
Kleenex and Kimberly-Clark Drive Sustainable Innovation
Smartfit Launch Accelerates Adoption of Iot-Enabled Hygiene Solutions
Chart 22 Kimberly-Clark’S Onvation Smartfit Launch Showcases Smart Hygiene Innovation in 2025
Chart 23 Value Sales of Away-from-Home 2020-2030
Chart 24 Value Sales of Away-from-Home by Category 2025
Smart Adult Diaper Trials Transform Patient Care and Operational Models
Hotels Boost Premium Tissue Demand as Tourism Returns to Pre-Pandemic Levels
Chart 25 Forecast Value Sales of Away-from-Home 2020-2030
Chart 26 Forecast Value Sales of Away-from-Home by Category 2025-2030
Local Spending in Hospitality Sustains Horeca Leadership
Chart 27 Retail Channels for Away-from-Home 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Singapore
Key Data Insights
Brands Innovate to Deliver Premiumisation and Convenience
Chart 35 Key Industry Trends for Retail Adult Incontinence
Brands Innovate to Deliver Premiumisation and Convenience
Chart 36 Dksh and Deva Industries Launch Anytime Adult Diapers in Singapore Elevating Premium Care Solutions
Dr P and Aire Respond to Demand for Tailored, Premium Solutions
Chart 37 Dr. P Premium Adult Diapers: Elevating Comfort, Protection, and Convenience
Tranquility Sets New Standards for Sustainable Manufacturing and Waste Reduction
Chart 38 Value Sales of Retail Adult Incontinence 2020-2030
Chart 39 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 40 Value Sales of Retail Adult Incontinence by Category 2025
Aire and Healthcare Partners Helping to Destigmatise Adoption and Boost Demand
Tena and Lifree Lead as Moderate/Heavy Solutions Remain Largest by Volume
Smart Diaper Pilots and Greener Solutions Shape Premium Opportunity
Chart 41 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 42 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Tena Retains a Strong Lead Despite Private Label Gaining Ground
Chart 43 Analyst Insight for Retail Adult Incontinence
Rethinking Incontinence: Aire Taps into Cultural Shifts
Chart 44 Company Shares of Retail Adult Incontinence 2025
Chart 45 Brand Shares of Retail Adult Incontinence 2025
Health and Beauty Specialists and E-Commerce Drive Sales
Audelacare and Bw Generation Drive Recurring Sales with Automated Delivery and Bulk Discounts
Chart 46 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Singapore
Key Data Insights
Premium Launches Elevate Parent Expectations
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Premium Launches Elevate Parent Expectations
Chart 55 Drypers Superdry Launch Exemplifies Singapore’S Shift toward Convenience in 2025
Comfort Is Key to Adding Value
Chart 56 Velvetbreeze Baby Diapers Launch in Singapore in 2025
New and Established Players Deliver Premium and Eco Innovations
Chart 57 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 58 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 59 Value Sales of Nappies/Diapers/Pants by Category 2025
Milk Baby and Huggies Capture Growth by Elevating Digital Engagement
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Demand for Premium and Eco-Friendly Options Set to Continue Growing
Chart 61 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 62 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Mamypoko and Huggies Use Innovation and Digital Reach to Defend Share
Milk Makes a Splash with Certified Clean and Safe Nappies/Diapers
Chart 63 Company Shares of Nappies/Diapers/Pants 2025
Chart 64 Brand Shares of Nappies/Diapers/Pants 2025
Supermarkets Maintain Lead as E-Commerce Reshapes Sales Dynamics
Shopee and Lazada Accelerate Digital-First Brand Expansion
Chart 65 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Singapore
Key Data Insights
Demand Remains Stable but Value Sales Decline Due to Increased Price-Sensitivity
Chart 73 Key Industry Trends for Menstrual Care
Demand Remains Stable but Value Sales Decline Due to Increased Price-Sensitivity
Chart 74 Affordable Access to Menstrual Care: Jierou’S Value-Driven Promotions in Singapore (2025)
Pantyliners and Towels Lead Sales as Disposable Period Pads Gain Relevance
Enya’S Organic Cotton Range Reshapes Expectations for Ingredient Safety
Chart 75 Enya’S Organic Menstrual Care Launch in Singapore (2025)
Chart 76 Value Sales of Menstrual Care 2020-2030
Chart 77 Volume Sales of Menstrual Care 2020-2030
Chart 78 Value Sales of Menstrual Care by Category 2025
Affluent Consumers Drive Premium Innovation as Price Focus Persists
Chart 79 Analyst Insight for Menstrual Care
Sustainability-Led Shoppers Set to Fuel Eco-Friendly and Reusable Adoption
Chart 80 Forecast Value Sales of Menstrual Care 2020-2030
Chart 81 Forecast Value Sales of Menstrual Care by Category 2025-2030
Laurier Uses Innovation to Reinforce Its Leadership
Chart 82 Company Shares of Menstrual Care 2025
Chart 83 Brand Shares of Menstrual Care 2025
Supermarkets Retain Shopper Loyalty as E-Commerce Accelerates
Digital Platforms Attract a Growing Audience with Convenience and Greater Choice
Chart 84 Retail Channels for Menstrual Care 2020-2025
Chart 85 Economic Context for Menstrual Care
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Menstrual Care
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Wipes in Singapore
Key Data Insights
Singaporeans Show a Healthy Appetite for Premium Wipes
Chart 92 Key Industry Trends for Wipes
Singaporeans Show a Healthy Appetite for Premium Wipes
Brands Expand Their Eco and Convenience-Led Wipes Portfolios
Chart 93 Zappy Taps into Clean Wellness Trend
Nufresh and Pigeon Target Wellness and Convenience to Win Shoppers
Chart 94 Value Sales of Wipes 2020-2030
Chart 95 Value Sales of Wipes by Category 2025
Brands Respond to Wellness and Digital Shifts with Targeted Innovations
Optimising Online Strategies to Capture Value-Driven Shoppers
Premiumisation and Polarisation Set to Be a Growing Feature of the Market
Chart 96 Forecast Value Sales of Wipes 2020-2030
Chart 97 Forecast Value Sales of Wipes by Category 2025-2030
Nivea Visage, Biore and Pigeon Defend Leadership through Premium Innovation
Chart 98 Launch of Pigeon Aqua Baby Wipes Illustrates Convenience Trend
Local Upstarts Like Zappy Steal Market Thunder
Chart 99 Company Shares of Wipes 2025
Chart 100 Brand Shares of Wipes 2025
Supermarkets Strengthen Their Position as Shoppers Seek Convenience and Value
Retail E-Commerce Captures Share as Shoppers Embrace Digital Convenience
Habit, Digital Engagement and Bulk Buying Reshape Retail Dynamics
Chart 101 Retail Channels for Wipes 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Singapore
Key Data Insights
Search for Convenience and Sustainability Drives Innovation
Chart 109 Key Industry Trends for Retail Tissue
Search for Convenience and Sustainability Drives Innovation
Chart 110 Beautex Launches Hanging Kitchen Towels to Drive Convenience in Singapore’S Retail Tissue Market
Toilet Paper Remains Essential While Paper Towels Meet Demand for Convenience
Sustainability Credentials Win over Online Shoppers Seeking Quality and Eco Benefits
Chart 111 NTPM’s Sustainability Commitment
Chart 112 Value Sales of Retail Tissue 2020-2030
Chart 113 Volume Sales of Retail Tissue 2020-2030
Chart 114 Value Sales of Retail Tissue by Category 2025
Kleenex and Green Soul Boost Loyalty by Fusing Comfort and Eco Claims
Fairprice and Lazada Drive Digital-First Habits with Bulk Deals and Subscriptions
Chart 115 Forecast Value Sales of Retail Tissue 2020-2030
Chart 116 Forecast Value Sales of Retail Tissue by Category 2025-2030
Fairprice and Kleenex Defend Their Leadership with Competitive Pricing and Trust
Innovation Pause Creates Open Field for Brand Builders
Chart 117 Company Shares of Retail Tissue 2025
Chart 118 Brand Shares of Retail Tissue 2025
Supermarkets Retain Shopper Loyalty as E-Commerce Continues to Accelerate
Lazada and Fairprice Boost Online Sales with Bundles and Sustainability Claims
Chart 119 Retail Channels for Retail Tissue 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 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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